MSM and ESPN collaborate to launch Sony ESPN

Under the agreement, MSM's existing sports channel Sony Kix will be rebranded as Sony ESPN.

Multi Screen Media (MSM) and ESPN have come together in a long-term agreement to launch 'Sony ESPN' sports channels, along with a new multi-sport website and app. The collaboration between the two broadcasters is aimed to create a strong portfolio of sports rights and a leading collection of digital sports assets in India.

MSM's existing sports channel Sony Kix will be rebranded as Sony ESPN, and the two companies will also launch other new channels in the coming months.

In collaboration with MSM, ESPN will also launch a co-branded, localised, multi-sport website and app, which will provide coverage of cricket, football, tennis, NBA, badminton, field hockey and more. MSM's Sony Liv will also benefit from this, increasing its current sports offerings significantly. ESPNcricinfo, the digital 'cricket destination', will continue to deliver comprehensive coverage, and complement and cross-promote the new digital properties and sports channels.

Through the new co-branded, multi-sport websites, sonyliv.com and espncricinfo.com, MSM says that sports fans will receive sports content from across categories, geographies and time zones.

The co-branded media platforms will enjoy a robust social media presence and an online programming guide for television. An official statement says that 'components of the collaboration require regulatory approvals, for which the process is currently underway'.

NP Singh, CEO, MSM, says, "Our partnership with ESPN is just what the sports aficionado has been waiting for. Stylised, insightful sports content presented by the best sportscasters in the business. For consumers in India and the subcontinent, sports television viewing will change dramatically since they will soon have access not only to more content, but also the widest array of sports line-up ever available."

He adds, "MSM's association with ESPN is holistic and embraces both television and digital formats. Not only are we about to set the frontiers in sports content and distribution, but we will most likely set the trend as well. Going further, both companies will also explore collaboration on the development of other original sports programmes."