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Sony Six gets ready to score with FIFA World Cup
MUMBAI: The lead-up to the FIFA World Cup 2014 has official broadcaster Sony Six sweating bullets to ensure that the extravaganza lives up to its name and all the fan frenzy around it. The ball was already set rolling a while ago when the channel launched its “Live the Magic” campaign, featuring Bollywood actor and football enthusiast John Abraham. The TVC captured the essence of Brazil, the venue of the FIFA, through its beaches, narrow streets, colourful houses and music.
Adding to it, Sony Six business head Prasana Krishnan has drawn up a comprehensive marketing blueprint for the mother of all tourneys. “Sony Six has chosen to target 10 -12 cities. TVCs and ads will be placed in 10 newspapers, including publications by the ABP group. The TVCs will be aired on 30 different channels (regional, GECs and news) in India. We are also running radio campaigns in 50 cities.”
That apart, the channel has tied up with Hard Rock Cafe as part of its on-ground activations. “This is to ensure that groups of people can come together and view the game. As part of our mall activities, we will have DJs, along with various contests and flash mobs enthralling audiences in shopping centres,” says Krishnan.
Apart from Hard Rock, other popular sports bars too will showcase the matches on giant screens. The manager of a Malad (in the western part of Mumabi)-based sports bar and grill said, “We will have two projectors and four TV sets lined up for customers to enjoy the game. A third projector will be used during important matches or when crowds swell up.”
A la competitors Tensports.com and starsports.com, the MSM group too has launched a digital sports entertainment destination called LIVsports.in. Fans can watch live matches here, captured from four different camera angles, complete with timelines, statistics, a match centre, heat maps and analyses. There are also fun activities like “Mohit Bana Messi – Jersyfy Me” and “Pehchan Kaun?” apart from the LIV sports football fantasy league.
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Says MSM executive vice-president, new media, business development and digital/syndication Nitesh Kripalani: “We are giving consumers two options – either watch the LIVE HD quality match by paying a small fee; or watch the 5-minute delayed match for free. All other content like stats, analysis and engagements are available for free to users across devices.”
Kripalani adds that the "the response (to the website) has been extremely positive with the campaign breaking; the numbers are more than quadrupling per day. More than 90 per cent visitors are from India; primarily Mumbai, Delhi and Bangalore”. LIVsports.in has already signed up with Amity University, Gionee Mobile and Jabong.com and discussions are underway to get other brands on board.
As for advertisers for the World Cup, Hero MotoCorp is already on board as presenting sponsor and Xolo Mobile and Microsoft as powered by sponsors. During the recently concluded IPL, Sony Six sold 10 second ad spots for Rs 4.5 to Rs 5 lakh, while the final IPL match had advertising ratesat Rs 18 lakh to Rs 20 lakh fo a 10 second spot (media planners, however, pegged this at Rs 14 lakh to Rs 16 lakh). For FIFA, it is selling 10-seconders for between Rs 2 lakh and Rs 2.50 lakh.
Coming to the game itself, Sony Six is seeking to leverage the viewers it gained during the IPL and increase the overall viewership base. “During the 2010 World Cup, the reach numbers were 65 million, but during this World Cup, we expect the numbers to touch 125 million in India, as trends show an increase in football viewership in India,” says a confident Krishnan.
With 32 nations battling it out on the football field, fans in India will not have to worry about international timing clashes as Sony Six will broadcast 24 games out of 64 matches live during the prime time slot of 9:30 pm.
Sony Six will also air two new shows on all match days: a wrap of the day at prime time titled ‘Cafe Rio’ and a live breakfast show called ‘Football Extraaa’. Popular names from national and international football like Peter Crouch, Robbie Fowler, Peter Shilton, Mikael Silvestre, Ellyse Perry, and Sunil Chhetri will grace the shows along with Abraham, dissecting and analysing the matches.
‘Cafe Rio’ will be telecast at 8pm and will lead up to the beginning of the match at 9.30pm; it will be a blend of sports and entertainment and will also focus on trivia about victorious teams, historical venues and players.
‘Football Extraaa’ will be a daily morning show for viewers to relive the fun and excitement of the previous day’s matches. It will be aired between 8am and 9am and will be in an interactive format where viewers can dial in and share their perspective or ask questions.
What’s more, Sony Six plans to have live commentary in Bengali. As reported earlier by indiantelevision.com, Sony Aath will broadcast live the World Cup with Bengali commentary. Aath will telecast 56 matches in Bengali. The channel aims to expand its reach through this specialized offer to its ‘Bong’ audiences.
Kripalani believes that the FIFA football action telecast during prime time will not have an impact on general entertainment channels like the IPL did, pointing out that "even if there is, it will likely be seen in Kerala or Bengal that have a large football base.”
It may be too early to foretell such an effect but all we can say is relax and get set to cheer your best team as the game unfolds in Brazil.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
