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Sony Six’s on-ground activities push NBA’s viewership
MUMBAI: If numbers are to be believed then basketball has started getting its due in the cricket-crazy country.
The National Basketball Association (NBA) is seeing its popularity levels scale upwards on television thanks to a wide on-ground marketing push. Sony Six, which broadcasts the NBA action, has seen a 70 per cent increase in its viewership this season, claims the channel. When asked about the reasons behind the same, the channel’s business head Prasana Krishnan says, “One, the overall penetration and popularity of the game is increasing in India. Two, our on-ground marketing initiatives in 16 cities, which propelled this growth. We have been marketing the brand and product intensively.”
NBA India and Multi Screen Media (MSM) had signed a three year television agreement beginning 2012.
NBA India, this year, launched its on ground activity, the NBA JAM in 16 cities. The event which took place from 22 September to 6 December featured a 3 on 3 tournament format, which had more than 3,000 teams participating. The tournament also saw more than 600 colleges participating. The 16 cities included Chennai, Guwahati, Kochi, Lucknow, Jaipur, Nagpur, Bangalore, Kolkata, Chandigarh, Ahmedabad, Bhubaneswar, Delhi, Indore, Hyderabad, Pune and Mumbai. In Mumbai, celebrity Neetu Chandra was roped along with the Sacramento Kings dance team, who were flown in from the US to entertain fans during the event.
Krishnan says that one of the key learning’s for the channel from this season was that it witnessed a growth in southern markets. “Last year, we visited only Bangalore and Hyderabad. This year, besides these two, we also visited Kochi and Chennai where these markets have improved. So have also interior markets, like Jaipur, Indore, Lucknow, Chandigarh etc.” Krishnan informs. It was also the core marketing proposition of the channel during the launch this year.
The business head opines that the potential for continued growth in non-cricket sports properties is very high and the challenge ahead for the channel would be to continue the momentum. He feels that the biggest challenge ahead can be transformed into the biggest opportunity which is to make the sport better entrenched and bigger in the country.
Speaking on this success of the new found sport, Group M ESP national director- entertainment sports and live events Vinit Karnik says, “After football, if there is a low hanging fruit, it is basketball. This is because most schools in India have had a basket, if not a proper court. It is one of the most sampled sports at the school level but since for a long time nothing concrete was organised for players in the country, the game never got its dues. But with NBA and its 3 by 3 format, these schools and colleges will bring the sport back in lime light and the potential is set to grow.”
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.
