Sports broadcaster ESPN is making a comeback to Indian market after a three- year gap in a new tie-up with Multi Screen Media (MSM), the network that owns channels like Sony, Sony Max, SAB and AXN.
According to the reports, MSM’s existing sports channel – Sony Kix – will be re-branded as Sony ESPN. Besides this the new collaboration will launch a co-branded localised multisport website and mobile application that will cover cricket, football, tennis, basketball, badminton and field hockey.
“This exciting, long-term collaboration between ESPN and MSM will serve Indian sports fans with exceptional products, content and coverage through the combined strengths and expertise of our two companies,” Russell Wolff, executive vice-president and MD at ESPN international, said in a statement.
ESPN stopped its sports broadcast business in India in 2012 after it sold its 50 per cent stake to News Corp.
ESPN is 80 per cent owned by ABC, Inc, an indirect subsidiary of The Walt Disney Company, while the remaining is held by Hearst Corporation.
In addition to revamping Sony Six, MSM plans to launch new sports channels in coming months. It plans to increase sports content on its online video streaming application Sony Liv, while the website ESPNcricinfo will continue to provide coverage of cricket.
“For consumers in India and the subcontinent, sports television viewing will change dramatically since they will soon have access not only to more content but also the widest array of sports lineup, ever available,” said NP Singh, CEO, MSM.
MSM’s sports rights portfolio in India includes the Indian Premier League cricket tournament, top European football leagues and the NBA, the basketball league in the US. The agreement with ESPN will provide the broadcaster access to more than 1,000 hours of programming a year.