News Broadcasting
ESS gets the biggest cricket name of them all in Sachin as brand ambassador
It’s hotting up out there in the sports broadcasting arena. The latest card has been thrown by ESPN Star Sports (ESS) which today announced the signing of Indian cricketing icon Sachin Tendulkar onto his first ever exclusive TV channel contract.
ESPN Software India managing director Manu Sawhney with Sachin Tendulkar at the signing ceremony in London announcing the batting maestro’s exclusive TV channel contract with ESPN Star Sports.
Under the three-year contract signed between WorldTel and ESPN Star Sports, Sachin will actively promote ESPN and Star Sports and join the channels on air in exclusive programming that will treat Indian cricket fans to Sachin in a new role on TV.
Manu Sawhney, managing director of ESPN Software India Pvt. Ltd. said: “It is our constant endeavor to innovate, create and bring compelling sports content from around the world for the millions of our loyal viewers. Im sure our long-term association with Sachin will immensely enhance the value we bring to our viewers and business partners.”
Queried as to the terms of the deal, Sawhney, speaking to indiantelevision.com over the phone from London, said it was a three-year contract that had a renewable clause built in and ESS expected that this was just the beginning of a long association.
Sawhney would not comment on the payout to Sachin which industry sources have put at Rs 50 million a year, but stressed the deal was not just about endorsements. According to Sawhney, “Sachin will be partnering us in excellence as far as cricketing programming is concerned.”
Programming would be created with Sachin and around him, Sawhney said, adding it was an integrated and interactive approach that would include on-air, online, on ground and in print activity.
Asked how long the programme rollout would take, Sawhney said the shows were still under conceptualisation but would be on air before the end of the year.
The timing though, is what has has led to questions being asked as to whether the sports channel’s choice of India’s greatest cricketer ever as brand ambassador is a panic reaction to competition in the form of Ten Sports and SET Max which have got sports properties such as the World Cup Football, cricket tournaments in Morocco and ICC World Cup. Sawhney clarified that talks had been on with Sachin for the last six months and stressed it was not a knee jerk reaction to Sony’s recent signing of Kapil Dev as its brand ambassador.
When asked wasn’t there a BCCI stipulation that disallows contracted players from participating in any sort of promotional activities while matches are on, Sawhney said: “We will make sure that we do not break any rules and will abide by all ICC guidelines.”
There’s no denying that ESPN-Star Sports’ has been losing its edge in programming with little high-profile sports properties to talk about. And it could possibly try to fill in the gaps by creative innovative funky programming featuring Sachin. A coaching show, exclusive down memory lane series on the genius who has been compared to Bradman, talk shows, ground events, and what have you are just some of the possibilities that arise.
For programming to succeed with Sachin as the host however, ESPN Star Sports will have to groom him no end, especially in voice modulation, something which he is sorely lacking. There’s no doubt that Tendulkar is one of the better dressers and lookers in India, but some of the sheen is lost when he speaks.
There is some irony in that Tendulkar as ESS brand ambassador will be battling himself on the field as far as viewership is concerned when he is playing World Cup matches which will be viewed on SET MAX.
So there it is. Sony Entertainment has Kapil Dev, the man who brought home the World Cup way back in 1983 squaring up against today’s hero. Two greats, but who will prove the greater in the viewership stakes? No contest? The audience will have to decide.
News Broadcasting
News18 India launches Command Centre war explainer with Arya
New show shifts from debates to decoding global conflicts and impacts
MUMBAI: News18 India has rolled out a new war-focused programme, Command Centre, featuring Gaurav Arya, as it looks to offer viewers a sharper, more grounded take on global conflicts amid rising tensions in West Asia.
Positioned as an “insider war room”, the show moves away from conventional panel debates and instead focuses on explaining military developments, decoding strategy and connecting global events to their everyday impact, from fuel prices to economic shifts.
The format leans heavily on visuals and data. The studio has been designed like a command hub, complete with large LED war maps, real-time graphics and an alert system to track developments as they unfold.
At the centre of it all is Arya, who brings his military background to simplify complex war strategies for viewers. His signature line, “Seedhi baat samjhiye”, anchors the show’s promise of clarity over noise.
News18 India managing editor Jyoti Kamal said, “Command Centre, featuring Major Gaurav Arya is designed to deliver accurate insights and a clear perspective on how evolving conflicts impact everyday life, from household budgets to national security. With expert voices analysing every development in real time, the show goes beyond headlines to decode what’s happening now, what it means, and what could come next.”
Echoing the intent, Gaurav Arya added, “In times of war, confusion is the biggest threat. With News18 India’s Command Centre, we are bringing viewers inside the war room, decoding strategies, tracking every escalation, and explaining, in the simplest terms, what it means for India and for every household. Seedhi baat samjhiye, this is where you understand not just what is happening, but what happens next.”
The weekday show will air in the afternoon slot and will also feature Gaurav Shukla, adding to its editorial depth.
With its mix of analysis, visuals and a clear focus on impact, the show reflects a broader shift in news consumption. Viewers are no longer just watching events unfold, they are looking to understand what those events mean for them.
