Sony launches LIV Sports online for World Cup
Rebecca Hawkes
| 03 June 2014
Sony Entertainment has introduced its new Indian digital sports service, LIV Sports, to provide live matches and on-demand video content throughout the forthcoming FIFA World Cup.

"The idea was to create a premier digital sports entertainment destination where we will offer quality content which is mass inclusive and not designed to cater only to ardent sports fans. We have attempted to redefine the way sporting content is presented and consumed," said NP Singh, CEO, Multi Screen Media (MSM) Sony Entertainment Television's operator in India.

"With LIV Sports we will attempt to keep every cross section of our consumers actively engaged through high quality interactive sports content with informative data and analytics," he added.

Features during the globe's premier football tournament include live matches with four different camera angles; an interactive timeline providing the ability to watch key moments in the match; live statistics, heat maps and analysis; a fantasy football league; and on-demand access to match highlights, best goals and team features.

"With LIV Sports we are aiming to create a new category of 'Sport-ainment' or 'Sports Entertainment'. You can either watch the live match, with all the deep statistics overlaying the video, or you can just click a selfie in your team's jersey using the Jerseyfy Me application," said Nitesh Kripalani, executive vice president new media, business development and digital/syndication at Sony Entertainment Network.

"We have also brought back the digital avatar of the Player cards, combined with educating fans about the different athletes with [quiz] Pehchaan Kaun. The objective is to empower the sports fan with deep statistics on video; as well as engage with the fence sitters."

LIV Sports is India's official mobile and internet broadcaster for the World Cup, which kicks off in Brazil on 12 June 2014. In addition to football, viewers will soon be able to watch NBA, UFC, tennis and cricket on LIV Sports.