MUMBAI: In a first-ever deal, a sports broadcaster has tied up with a regional network to telecast live cricket in language feed.
Neo Sports will supply Raj Television Network Ltd. feed in Tamil and Telugu for the India Bangladesh cricket series which kicks off on 10 May.
The telecast will be on Raj TV and Vissa TV, the Tamil and Telugu channels. The cricket series comprises three one-dayers and two Test matches.
The cricket feed will include the Neo Sports logo bug and will present an advertising opportunity for local advertisers and brands to ride on live India cricket.
Says Neo Sports Broadcast CEO Shashi Kalathil, "Cricket viewership In Tamil Nadu & Andhra Pradesh is lesser than the Hindi Speaking markets while the overall consumption of local regional TV programmes is very high. It has always been our strategic intent to cater specifically to this large audience bringing value to both the viewer & advertiser."
Raj TV COO creative Raju Easwaran said, " Cricket is the only true national passion which enjoys the same following across the length & breadth of the country. This innovation around cricket is sure to capture the imagination & fancy of the cricket lovers on Raj TV & Vissa TV. We expect unprecedented ratings on the back of our strong channel reach & penetration coupled with the viewer friendly regional commentary around what should be a very exciting series"
"In what is now seen as a "fresh start" for Team India and in the backdrop of the World Cup result, the Bangladesh tour is also being billed as a revenge series of sorts, resulting in heightened interest nationally."
Meanhwhile the live coverage on Neo Sports will include a pre, mid and post match show specifically targetting the youth viewer, called Extra Cover. It features talent like Rohan Gavaskar and Hrishikesh Kanitkar for the first time on international cricket broadcast. Adding a further dimension to the coverage, Neo Sports has signed two well known TV anchors Archana Vijaya and Neha Sareen.
While Archana would bring to the fore, the pulse of the Indian cricket fan via interviews, vox pops etc. Neha will demystify the statistical aspects of the game with her inherent flair for numbers, being an economics graduate from Ohio University. All this, in a first for Indian sports television, will be enhanced with cutting edge virtual graphics using the very latest that technology can offer, now available to Neo Sports at their new virtual studios at Malad, Mumbai.
