The future of sports is multi-sport: NP Singh, SPN

Sony Pictures Networks India (SPN) integrates the philosophy of ‘Sports Inspires Life’ to Go-Beyond® and engage viewers in a multi-sport viewership culture; all channels in the sports network get their distinct content positioning

e4m by exchange4media Staff
Published: Jul 19, 2017 7:06 PM  | 4 min read

With the addition of two new HD channels, SONY TEN 2 HD and SONY TEN 3 HD, 11 channels dedicated to bringing the best domestic and international sporting action to viewers, Sony reinforces its position as one of the largest broadcaster of sports in the Indian subcontinent

With an aim to be at the forefront of curating and engaging the viewers in a multi-sport viewing culture in India and the subcontinent, Sony Pictures Networks will underline the credo of Go-Beyond with the unified theme of #sportsinspireslife.

The network took it to the next level by roping in Master Blaster Sachin Tendulkar as its ambassador for Sports, as it groups its sports brands together under the business vertical - Sony Pictures Sports Network (SPSN).

NP Singh, CEO, Sony Pictures Networks India, said, “Our corporate philosophy of Go-Beyond encourages us to be brave, curious, insightful and visionary in everything we do. It takes leaders to Go-beyond at every step of the game because leaders just don’t prepare for the future, they create it.  And, it is the leader-mindset that has taken us from a single sports channel in 2012 to 11 dedicated sports channels in a span of 5 years. Currently, we are among the largest sports broadcasters in the Indian subcontinent. The future of sports is multi-sport. Therefore, we want to engage viewers in a multi-sports milieu. As SPN’s Ambassador for Sports, Sachin echoes our sentiment and intent to grow the viewership of different sports.”

The diversified portfolio of content in SPN has distinct positioning across its 11 channels, so that not only does each channel retain its unique edge, but also makes it navigation friendly for the end-user, be it the purist, the sports enthusiast or the sports fan.


Home of cricket


SONY TEN 1 and

Home of Wrestling Entertainment


SONY TEN 2 and

Home of Football


SONY TEN 3 and

Best of sporting events in Hindi



Best of International sports



Non-stop Golfing Action

Singh shared that there will be brand campaigns for each and every channel. “There is a unique film for every channel which defines basic positioning of the channel. We will continue to amplify.”


He reiterated the importance to integrate all channels and bring them under one overarching umbrella of SPN. “That’s what we tried to do with rebranding and repositioning.”

Rajesh Kaul President, Sports and Distribution, Sony Pictures Networks, India, informed that a comprehensive marketing is planned out across all platforms. He added, “At Sony Pictures Network we are in a unique position with over 11, 000 hours of live content this year that has given us the opportunity to create channel destinations for different sports. Each of our 11 channels will project a distinct content line-up from our expansive portfolio of domestic and national sporting properties.”

When it comes to sport property rights Singh informed that this year they have three India cricket series (India vs West Indies, India vs Sri Lanka and India vs South Africa), FIFA U-17 World Cup, FIFA in Russia next year and WWE (which is highest rated after cricket) among others. Singh shared, “In football outside EPL and Bundesliga we have everything. So that makes us the home of football. La Liga is the fastest growing sports property in the market. We have seen significant growth in NBA and UFC. Also there’s something always coming up for renewal. As a serious player we will continue to strengthen our position.”

Kaul also informed that in the last one year the overall advertisers’ interest towards La Liga, UFC, and NBA has seen an upward trend. He said, “This time we might have a title sponsor for La Liga because the ratings are doubling up.”

Singh is extremely upbeat about the potential of FIFA U-17 World Cup with respect to its viewership and perception. “It can be built into as strong as FIFA World Cup itself because it’s in India and we can put our minds on ground as well. Also with India’s participation and primetime airing monetization will be better compared to previous World Cup.”

SPN will also be setting up state-of-the-art world class studios to create wrap around shows for cricket and other sports with expert analysis and presentation. “The studios will be commissioned in a month’s time.” Singh informed.

With SPSN getting two separate channels in Hindi are they looking to monetise it separately? Singh answered, “That opportunity does exist. At this stage advertisers are looking at the aggregate of two and making their investment. In reality viewership of IPL is higher on Hindi than English.”

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