Sony Six converts Rugby World Cup TV rights for India


Rebecca Hawkes

| 09 September 2015

Indian sports channel Sony Six, operated by Multi Screen Media (MSM), has bagged the broadcasting rights for the forthcoming Rugby World Cup, which kicks off in England on 18 September.

Sony Six and its sister channel Kix will air all 48 matches to subscribers exclusively live, along with daily highlights of all the action from rugby union's premier tournament, which lasts for six weeks. The deal represents the most comprehensive coverage of the sport ever televised in India.

"Rugby is on the rise in India and we are delighted to have secured such a strong platform for Rugby World Cup 2015 to reach new audiences across India and inspire the next generation of players and fans. We look forward to working in partnership with Sony Six to showcase rugby, its character-building values and spirit of entertainment and enjoyment to record audiences within an exciting rugby growth market," said Brett Gosper, CEO, World Rugby.

Sony Six and Sony Kix business head Prasana Krishnan, added: "The Rugby World Cup is seen as one of the most prestigious competitions in the global sporting calendar and we are proud to have this celebrated event in our bouquet of international content. Rugby as a sport is growing at a consistent clip and with that it's our primary aim to raise our viewer experience to the next level. The raw nature of the sport will appeal to both our loyal and bench viewers alike."

The Rugby World Cup is set to reach the "largest audience ever", thanks to the increasing number of international broadcasters screening matches, said World Rugby's head of commercial, broadcast and marketing, Murray Barnett.