Sony AATH to offer Bengali feed for FIFA World Cup

The channel will telecast 56 FIFA matches in Bengali, and provide its audience with a unique viewing experience that has never been done before on satellite TV. As a strategic move

e4m by exchange4media Staff
Updated: Jun 9, 2014 3:46 PM
Sony AATH to offer Bengali feed for FIFA World Cup

In its bid to cater to the football lovers in West Bengal, Sony AATH, Bangla entertainment channel, will broadcast live the 2014 FIFA World Cup with Bengali commentary. The channel will telecast 56 FIFA matches in Bengali, and provide its audience with a unique viewing experience that has never been done before on satellite TV. As a strategic move, Sony AATH aims to expand its reach through this custom offering to the vast Bengali speaking audience of the country.

Speaking on this unique initiative, Tushar Shah, Senior Vice President Multi- Screen Media, who also manages the operations of Sony AATH, said, “The one factor that unifies Sony AATH with the people of Bengal is our love for football. It is this love that has inspired us to offer 2014 FIFA World Cup™ to the people of Bengal in their very own language. Sony AATH’s endeavour is to captivate this passionate audience by  creating a holistic football experience by providing high quality sports content in a language which, they love.’’

Speaking on the occasion N.P. Singh, Chief Executive Officer, Multi- Screen Media, said, “At MSM, we attempt to draw the consumer with differentiated content. Providing the viewer with live Bengali feed is just another testimony of our commitment to understanding what the viewers’ wish to see and offer them. We hope every football loving Bengali enjoys 2014 FIFA World Cup™ on Sony AATH.”

As a prelude to the event the channel will run the “Live the Magic” marketing campaign till the tournament kicks off on June 12th, 2014. The marketing campaign sees the star studded support of John Abraham in a whole new football avatar encouraging viewers to join in the party to catch the ultimate footballing extravaganza on AATH. The inspiration of the campaign has been drawn from the global obsession of viewers assembling to catch the most anticipated international tournament in the world of football. The term ‘Live the Magic’ was coined to ignite the fervour and the passion for football among the enthusiasts, as well as to call out to the non-sports lovers to join the party.

The 2014 FIFA World ™ Cup will kick off on 12th June 2014.  The tournament will be in two stages; group stage will feature 32 nations and will be played from June 12 to June 26. The knockout stage will start from June 28 and conclude with the FIFA World Cup™ Final match on July 13.

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