Multi Screen Media (MSM) will soon be launching new sports channel Sony Kix during the Indian Premier League (IPL). The channel during the IPL will be broadcasting the tournament in Tamil and Telugu feeds.
Earlier, MSM had announced that they were broadcasting IPL in three new regional feeds other than the English and Hindi feed. While the Bengali feed will be broadcast on the network’s Bengali channel Sony Aath, the two other regional feeds were being deliberated upon whether it would be carried on Sony Six in those particular regions or to launch new channels. However, the network has now decided to launch the new channel.
The reason for the launch of a second sports channel is to scale up its sports properties and will help them when two tournaments take place at the same time at time said Rohit Gupta, President, MSM. “Sony Kix (during the IPL) will be broadcasting in Tamil and Telugu. It will be basically in the south markets and to increase the overall viewership,” he said. Sony Kix will however primarily be used to broadcast sports events in English and Hindi and will only broadcast in regional feeds during special events such as this. “We have enough sports content which we need to show also. We are also in the process of acquiring a lot of additional (sports) content, so you need another sports channel because there is a lot of overlapping of tournaments which happens,” he said.
With regards to having separate ad inventory for regional feeds Gupta, said, “We don’t package and see differently, we package it all together and sell”. He further added, “But obviously it is a new channel will have its own ad inventory.”
However, once viewership picks up for the network’s regional feeds there might be plans to package the regional inventory separately in the next season.