GECs
Sony goes down under Anita Barar reports from Sydney, Australia.
Amidst fanfare and with a host of dignitaries in attendance, Sony Entertainment Television made its entry into Australia and New Zealand at a glittering function in Sydney on 16 August. It became part of Zee Link‘s South Asian Pay TV Bouquet, which already had arch rival Zee TV‘s four channels on it.
The high commissioner of India in Australia, R.S. Rathore, lit the traditional lamp. Rathore said that Indians (in the Antipodes) needed this kind of entertainment. “? Sony and Zee play a vital role in our cultural and emotional links?” he said.
Philip Ruddock, Australian minister for immigration and multicultural affairs, who formally launched the channel, agreed with Rathore. He spoke about the importance of having a media linkage with one‘s mother country. He was optimistic about a rich relationship developing between India and Australia, saying: “Maintain your linkages, but commit to Australia and this will go a long way in sustaining a rich and enduring relationship between our two countries.
Sony‘s launch was a three-day long celebration. After the launch, the celebrations moved to Melbourne on 17 August and was followed by screening of the film Lagaan in Sydney on 18 August. Jackie Shroff cancelled his USA tour to live up to his role as ‘The Face of Sony‘. He made himself available to fans throughout the evening by signing autographs and posing for photographs. Welcoming the guests at the screening of Lagaan in Sydney, Saba Abdi, director of Zee Link Pty Ltd recalled when she first arrived in Australia 12 years ago and felt the need for a connection back home. She started working to bring at least a part of the Indian TV world “Down Under”. “We remained committed in our determination and looked upon the time ahead with great expectation,” Saba said. “The strong South Asian community in Australia & New Zealand is what Zee Link hoped to hook with the launch of Zee television channel and now Sony Entertainment Channel.”  |
From left- Director Zee Link Pty Ltd Saba Abdi, Indian high commissioner R.S. Rathore, Sony Entertainment Television CEO Kunal Dasgupta, Australian minister for immigration and multicultural affairsPhilip Ruddock (flanking an unidentified lady) and filmstar Jackie Shroff.
Kunal Dasgupta, Rakesh Aggarwal, Sushil ‘Sam‘ Shergill Saba, Abdi, Jackie, Iqbaal Abdi (a director of South Asian Television & Saba‘s husband) and Sudesh Mani Iyer.
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.
