They have done advertiser deals based on ratings so the more ratings they get the better ad rates they will get. By providing different audio feeds on another channel they can garner more viewership.
Moreover, they have lot of football properties especially South American football which they can't air live due to NBA and which will now be aired on Kix. If somebody can post the epg of the channel for next 24 hours that would give a better idea about this.
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