The India television industry is indeed in its most dynamic phase currently. On the one hand we have general entertainment channels like SaharaOne bagging cricket telecast rights, and on the other hand, a dedicated sports channel will now show movies. With competition intensifying among sports channels, Ten Sports has decided to embark on a differentiating journey by telecasting five of the greatest sports movies of recent times during April and May.
As part of its philosophy of bringing wholesome sports entertainment to its viewers, Ten Sports will become the first sports channel in the country to telecast sports-based feature films.
Chris McDonald, CEO, Taj Television Ltd, owners of Ten Sports, said, “At Ten Sports, we have always tried to be innovators in our programming mix. The Sports Movie Festival is our new initiative, developed along with Pepsi and Mindshare, to provide complete sports entertainment to our viewers. Sports and movies are two passions of the Indian subcontinent, and we are very pleased to be able to offer this powerful combination to millions of homes across India.”
The new programme, ‘Pepsi Playtime TV – The Sports Movie Festival’, starts on April 28, 2006 with the telecast of the 2000 hit, ‘Remember the Titans’, starring Oscar winner Denzil Washington, Will Patton and Wood Harris. Each week the movies will premiere on Friday at 8:00 pm, followed by a repeat on Sunday at 10:30 am.
‘Remember the Titans’ will be followed by such box-office hits and acclaimed movies like ‘He Got Game’ (May 5), ‘Color of Money’ (May 12), ‘The Air Up There’ (May 19) and ‘The Rookie’ (May 27).
Speaking on behalf of Pepsi, Sundar Raman, General Manager, MindShare, Delhi, said, “Our understanding shows affinity in viewership between the two genres of sports and movies. Pepsi is known to connect with youth in a unique and differential manner using movies and sports as platform. In Ten Sports we found an ideal partner to bring these two together. The Pepsi Playtime Movies on Ten Sports is a unique way of leveraging Pepsi’s TV campaign by bringing these two large platforms together with like minded partners.”
Ten Sports has shown the courage to try and do something different with the announcement of this new programming strategy. Indeed this is something the early entrants did not think about.