Top Story

e4m_logo.png

Home >> Media - TV >> Article

Ten Sports taking World Cup matches to big screens

25-June-2002
Font Size   16
Ten Sports taking World Cup matches to big screens

What could be a trendsetter, Ten Sports plans to show the World Cup matches to a select few live on the big screen. Not in open-air parks, but in some elite theatres and auditoria around the country. Complete with Dolby sound and the works! The only catch here is you have to be either part of the select invitee list or win one of those online contests floated by the co-sponsors.

In a unique joint-promotion exercise, Ten Sports and its co-sponsors for World Cup are booking theatres/auditoria in Bangalore, Bhubaneswar, Calicut, Kolkata, Chandigarh, Chennai, Kochi, Delhi, Goa, Jaipur, Mumbai and Pune for the semis and the final of the World Cup 2002.

While in Delhi, Chanakya is being booked for one of the semis and the final, other theatres/audi to screen the soccer bonanza include Adlabs in Mumbai, Rex in Bangalore and Netaji Subhash Chandra Indoor Stadium in Kolkata.

If on an average a theatre accommodates around 750 persons, the total number of people with access to big-screen experience on any of these soccer- important days will come to 7,500 approximately.

Without specifying the amount being spent by Ten Sports on the initiative, the source said the total expenses, including that of its co-sponsors, is around Rs 60 lakh. For Ten Sports, it appears like a worthy investment, to make a dent in the viewers’ mind. As for co-sponsors, it’s an ideal advertising opportunity.

With this trend setting move, Ten Sports is looking at twin objectives behind this marketing blitz. One, to be able to watch the soccer World Cup semis and final in a hip and happening theatre would be a novel experience. Two, this exercise would get many people under one roof to sample the channel and its products.

Finally, who would be on the invitee list being prepared jointly by the channel and the various sponsors? Top of the list are representatives of key cable operators, advertisers and co-sponsors. Others have to be plain lucky to be part of the big-screen experience, which has been more of an international concept so far.

So, whether the crowds are rooting for Brazil, Turkey, Germany or South Korea, Ten is betting on the viewing experience.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Strategized and executed by WATConsult, the campaign portrays different personalities through different shades of make-up.

At the recent unveiling of the Pitch Madison Advertising Report 2018, industry leaders from Dominos, Titan Watches, Nature’s Basket and Big Bazaar drew their conceptual learnings on factors that build...

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.