Multi Screen Media has launched its first sports channel, Six that went on air from April 7, its key property being UFC Mixed Martial Arts. The launch of Six makes it the sixth channel in the MSM network bouquet.
Commenting on how Six would make a place for itself in the market, NP Singh, COO, MSM said, “We are going to differentiate ourselves with top quality content. Six will bring attention to new sports in India. We are bringing sports such as Mixed Martial Arts, Football, Basketball and Badminton to our channel.
The creative duty of the channel is going to be handled by Euro RSCG and OMD will be its media partner.
MSM is going to start promoting its new channel through IPL.
Along with Mixed Martial Arts, the channel will also air the best of IPL matches from its previous four seasons. FA Cup and NBA will be the properties that would move from PIX to Six. The channel will also air India Open Badminton.
This would be the last year of IPL on Max as MSM would move BCCI’s million dollar baby and its prime sports property to Six next year.
The channel intends to buy more sports content in India along with cricket content. MSM had made a deal with the New Zealand Cricket board for broadcast rights five years back in 2007. The contract ends this year. The board is not hosting any matches currently in the country and they are going to be away for most of the year playing in West Indies, India and Sri Lanka which means that the network will need to be on its toes to bag the rights again from the cricket board.
MSM has plans to launch the channel in high definition in a couple of months.