Sony launches new sports channel as IPL 8 commences

DetailsRebecca Hawkes | 03 April 2015

Sony's operator in India, Multi Screen Media (MSM), will launch a second sports channel called Sony Kix, to provide regional feeds for the Indian Premier League (IPL).

Matches from the forthcoming IPL 8 season will be aired by MSM with commentary in Hindi, English, Tamil, Telugu, and Bengali. Coverage on Sony Kix will be broadcast alongside that on Sony Max, the twenty20 cricket league's official partner in India.

The new pay-TV channel, to be headed by Sony Six business head Prasana Krishnan, will be priced at INR 45 for digital version or INR 18.90 for the analogue broadcast, available on the major cable and satellite platforms.

It will "help scale up" the broadcaster's sports offerings says Rohit Gupta, president of MSM. As well as the IPL, MSM also has the rights to show the FIFA World Cup and UEFA Euro tournaments, among other sporting properties. Sony Kix will reportedly become the group's main home of football and fight sports, such as Total Nonstop Action Wrestling.

"Sports has always been a core focus for us right from our early days. Our entertainment and movie channels such as SET, Max and Pix have also, over the years, broadcast some of the landmark sports events both in India and internationally. While the resounding success of Six in less than three years was a deciding factor to launch Kix, there was also this need to cater to the clear demand seen in the market for largely, alternative sports programming," said NP Singh, CEO, Sony.

The channel will launch as the IPL 8 season commences on 8 April 2015