RE: Multi Screen Media to launch Sony Kix to air IPL season 8
“Sony Kix (during the IPL) will be broadcasting in Tamil and Telugu. It will be basically in the south markets and to increase the overall viewership,” he said. Sony Kix will however primarily be used to broadcast sports events in English and Hindi and will only broadcast in regional feeds during special events such as this. “We have enough sports content which we need to show also. We are also in the process of acquiring a lot of additional (sports) content, so you need another sports channel because there is a lot of overlapping of tournaments which happens,”