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MUMBAI: In a bidding battle that finally became a three-horse
race, ESPN Star Sports has won exclusive broadcast rights
for the Barclays English Premier League (EPL) for the Indian
subcontinent for the next three seasons through to 2010.
Incumbent ESS beat back bids by Zee Sports and Nimbus Sport
to secure the EPL rights. Yes TV, which is owned by Malysian
firm Astro and had made a pan-Asian bid, withdrew from the
bid process in the last round.
The agreement grants ESS the right to broadcast 370 matches
per season throughout India, Pakistan, Sri Lanka, Nepal, Bangladesh,
Bhutan, Mongolia and the Maldives via television, broadband
and mobile technologies.
Commenting on the acquisition, ESS managing director Jamie
Davis said: “Our Company has been the catalyst for increasing
the popularity of the EPL in India, ordinarily a cricket crazy
nation. Our world class studio shows, intensive marketing
campaigns, and localisation efforts including the introduction
of Hindi commentary have made the EPL a highly watched sports
property. We are very excited to continue our efforts to deliver
the best of English football to the growing breed of football
fans across India and the subcontinent. Our strong relationship
with the FA Premier League has been built on our commitment
to grow the EPL brand via live matches and over 400 hours
annually of original, football programming.”
Premier League chief executive Richard Scudamore said: “ESPN
Star Sports has indeed played a key role in growing the EPL
brand in India. Their commitment to sports and to the EPL
specifically gives us the confidence that this is the right
partnership for the Premier League. As we move into an age
of new media and all the flexibility and possibilities that
come with this new technology, we are certain that this relationship
will continue to flourish to the benefit of fans across the
subcontinent.”
ESS’ array of original support programming for the EPL
includes Nokia Football Crazy, Football Focus, Goals, Tiger
FC Locker Room, Here We Go, Tiger First Edition and Football
Extra. Over 200 million viewers across Asia tune into
the EPL matches and packaged programmes each week. This season’s
addition of Club EPL, Paula’s Perfect Ten and
Jamie’s Greatest Hits further expands the overall
football demographic to target women and youth.
“Keeping the young fans in mind we plan to enhance our
EPL offering on mobileESPN substantially. Football fans can
look forward to getting live scores, match schedules, player
statistics, contests and much more from mobileESPN going forward,”
said Sricharan Iyengar, vice-president, New Media and Marketing,
ESPN Software India.
ESS has also extended its agreement with the FA Premier League
to 12 other countries; Malaysia, Indonesia, South Korea, North
Korea, Brunei, The Philippines, Cambodia, Laos, Myanmar, Vietnam,
Taiwan and Macau. These rights also include television, mobile
and internet platforms.
The lucrative territories where ESS has lost out include
Singapore, where pay TV operator Starhub won and Hong Kong
which went to PCCW. ESS has also not managed to retain the
rights for China and Thailand, which went to Guangdong Soccer
channel and UBC respectively.
Also Read:
EPL
rights for India territory expected to be decided Tuesday;
ESS loses ground in Asia
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