ESPN Star Sports, the sports channel, is looking at syndicating its content to radio.
According to sources, ESPN Star Sports could begin its foray into radio in the country by syndicating its news-based programmes such as Sportscentre and Sportsline.
While the former is a programme in Hindi, Sportsline is in English. It could also include radio commentary of the cricket matches in countries like England, South Africa, New Zealand and Zimbabwe, the exclusive rights for which were acquired by ESPN Star Sports recently.
Globally, ESPN has a significant presence in the radio sports programming market and it runs many 24-hours sports news radio stations. In the US, for instance, apart from numerous 24-hour news stations, ESPN has over 100 affiliates to which it syndicates its programmes.
However, ESPN Star Sports officials pointed out that the Indian market is not mature enough for such 24-hours channels. Therefore, the company has decided to begin with syndicating programmes on radio. It is looking at airing its programme on the privately owned FM stations operating in the country.
In addition, the company is also studying the option of providing content to the DTH (direct-to-home) operators who are expected to commence operations in the country shortly.