MIPCOM: Trace Sport Stars appoints Remedy Productions, passes ten million subscribers in India

Pascale Paoli-Lebailly | 07-10-2013

Following its rebrand on 1 October into Trace Sport Stars, the sports celebrity channel has commissioned more than 100 hours of entertainment programming from UK-based Remedy Productions, part of the Argonon group.

Under the new programming commission, Remedy will deliver long-form series and short-form content for the channel, including Battle of the Bling that compares some of the biggest stars of the sporting world, against celebrities from the worlds of television, music and film in categories including lifestyle, fashion, reputation and riches.

Also part of the launch schedule is Star Rated, in which presenters and experts debate some of the biggest topics in the world of sporting entertainment.

The rebrand to Trace Sport Stars is designed to place a stronger focus on entertainment than sports and a greater emphasis on stars and sport celebrities in order to attract a larger female audience.

To accompany the new positioning, creative agency Dream On has delivered a complete on-air refresh including new on-air graphics and promo packages, to reflect new brand values: fun, girly, entertaining, controversial and celebrity focus.

Alongside the channel's refresh, Trace Sport Stars has revealed it has reached 10.3 million subscribers in India, after launching there in February.

The channel has signed 54 carriage deals in India since its launch earlier this year, including Airtel, which has more than six million subscribers.

The channel is now carried in 105 countries, beaming into more than 30 million households worldwide.