GECs
SET-Discovery in MG deal with SCV
MUMBAI: Sony-Discovery has struck an exclusive deal with Sun Network’s SCV for distribution of its bouquet of channels in Tamil Nadu.
SCV, the largest cable network in Tamil Nadu, will be paying a minimum guaranteed (MG) amount to SET-Discovery’s One Alliance. This will help One Alliance ramp up subscribers in a state which does not have consumer pull for Hindi content.
One Alliance has struck similar deals in Bangalore with Incablenet, Hathway Cable & Datacom in Hyderabad, and RPG Netcom in Kolkata. According to the agreement, the multi system operator (MSO) pays a MG to be the exclusive distributor of One Alliance in a particular territory. For One Alliance, collection of dues improve and there is scope to increase subscriber declarations in difficult markets.
Such MG deals between broadcasters and MSOs have increased ever since the Telecom Regulatory Authority of India (Trai) has maintained a freeze on subscription rates across the value chain. Star in particular has been an aggressive player in the northern region of the country while also cutting a deal with Hathway Cable & Datacom in Hyderabad.
Broadcasters select cable operators who are dominant players in a particular market. The practice of “minimum guarantee” deals is seen by small cable operators as a drive to create monopolies.
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
