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MUMBAI: Sports broadcaster Ten Sports will simulcast the 2014 Commonwealth Games Glasgow across its three channels—Ten Sports, Ten Action and Ten HD.
The channel will also have Hindi commentary for some events. Besides, the sporting event will be streamed live on the sportscaster’s online destination tensports.com.
“We will air the event on Ten Sports, Ten Action and on Ten HD. Commonwealth Games is the event where India wins the most medals and so there will be big viewership interest. We will have Hindi commentary for some of the events.
We have roped in experts for commentary. We will also stream the event live online on tensports.com,” said Ten Sports CEO Rajesh Sethi. According to Sethi, the event that kicks off on 23 July and runs till 3 August will get viewership from across the country. “We expect viewership to be spread across several cities unlike soccer where viewership comes from the Tier 1 cities.
We have been aggressively marketing the event over the past month across various vehicles including television, print, radio and outdoor,” added Sethi.
He conceded that since all the media attention has been on the soccer World Cup a 360-degree campaign was necessary to push the Commonwealth Games as an event where India has tasted a lot of success in the past. Right now, Fogg Deodrant is the sponsor. “We have also got several spot buys. We are talking to other companies to come on board as sponsors.” The marketing strategy of the sportscaster revolves around the tagline, ‘Does your heart beat for India?’
The objective is to create a larger-than-life stature of CWG 2014 in India, engage fans to boost viewership and also create an attractive proposition for advertisers. “Our communication objective is to position CWG 2014 as the biggest global sporting event of national pride, enthuse sports fans to tune in and actively follow the games, and create opportunities for engagement beyond the TV screen.
The aim of our campaign is to create fan engagement to lend support to Team India in the battle for supremacy. This is how we came up with the communication idea: ‘Saare Jahaan Se Accha Hindustaan Hamara…. Does your heart beat for India?’”
The rationale of ‘Saare Jahaan Se Accha’, he adds, is that India is the emerging super power. More importantly, it ranked second in 2010 CWG with 101 medals. In addition, the government has already set a target of 125 medals for CWG 2014. Several TVCs have been created using different sports stars including Sachin Tendulkar.
“We have showcased five players entering the CWG and from the standpoint of each player who’s totally immersed in a specific sport. The TVC opens with a player going about his regular, intense practice in different shots from different angles and while doing all this, the player connects himself to the national pride and honour by saying, ‘Saare Jahan Se Achha, Hindustan Hamara’.”
This anthem, he noted, already resonates strongly with the Indian audience and will create an instant bond between the players and audience. The punch line is “Kya Aapka Bhi Dil Dhadakta Hai Hindustan Ke Liye / Does Your Heart Beat for India?” In terms of other marketing vehicles being used, he noted that outdoor is being done in the major metros. Bus wraps are being done in Mumbai and Delhi.
“We have tied up with Red FM for a radio campaign in the major metros. We are also using mailers for trade. Events sponsorship is another vehicle. We did a live show with Kapil Sharma in Delhi.
On our site, we have created a dedicated page. We have also created a cheer wall on our site so that fans can write cheer messages for Team India.”
Build up programming
Sethi said that over the past month the channel has been airing various shows to build up to the Commonwealth Games. ‘Medal Hunt’ offers analysis of India’s medal prospects with current stars and past legends. ‘Sporting Heroes’ profiles Indian sport stars in terms of their expectations from the Commonwealth Games, their journey to stardom, their training regimen and life outside the sporting arena.
‘The Commonwealth Show’ spotlights the top athletes, showcases the venues, behind the scenes and also insights into the events. Besides, the channel also airs vignettes. ‘Blast From The Past’ sees stars relive the most famous victories in the sporting arena and sharing anecdotes from the memorable victories.
‘Know Your Sports’ explains the fundamentals of the sport and the various equipment used in a sport. ‘What’s in my Bag’ sees athletes talking about their kit and offers facts about the maintenance of the gear and any lucky charms they carry in the bag.
Meanwhile, ‘It’s my Life’ sees stars talking about how they unwind, their passions other than sports and their favourite cuisines. ‘Golden Moments’ offers archival footage highlighting the achievements of some of the greatest athletes of all times. ‘Quick Takes’ offers interesting facts about the Commonwealth Games including trivia about Indian performances.
Read more at: Ten Sports to simulcast Commonwealth Games across three channels | TelevisionPost.com | TelevisionPost.com
The channel will also have Hindi commentary for some events. Besides, the sporting event will be streamed live on the sportscaster’s online destination tensports.com.
“We will air the event on Ten Sports, Ten Action and on Ten HD. Commonwealth Games is the event where India wins the most medals and so there will be big viewership interest. We will have Hindi commentary for some of the events.
We have roped in experts for commentary. We will also stream the event live online on tensports.com,” said Ten Sports CEO Rajesh Sethi. According to Sethi, the event that kicks off on 23 July and runs till 3 August will get viewership from across the country. “We expect viewership to be spread across several cities unlike soccer where viewership comes from the Tier 1 cities.
We have been aggressively marketing the event over the past month across various vehicles including television, print, radio and outdoor,” added Sethi.
He conceded that since all the media attention has been on the soccer World Cup a 360-degree campaign was necessary to push the Commonwealth Games as an event where India has tasted a lot of success in the past. Right now, Fogg Deodrant is the sponsor. “We have also got several spot buys. We are talking to other companies to come on board as sponsors.” The marketing strategy of the sportscaster revolves around the tagline, ‘Does your heart beat for India?’
The objective is to create a larger-than-life stature of CWG 2014 in India, engage fans to boost viewership and also create an attractive proposition for advertisers. “Our communication objective is to position CWG 2014 as the biggest global sporting event of national pride, enthuse sports fans to tune in and actively follow the games, and create opportunities for engagement beyond the TV screen.
The aim of our campaign is to create fan engagement to lend support to Team India in the battle for supremacy. This is how we came up with the communication idea: ‘Saare Jahaan Se Accha Hindustaan Hamara…. Does your heart beat for India?’”
The rationale of ‘Saare Jahaan Se Accha’, he adds, is that India is the emerging super power. More importantly, it ranked second in 2010 CWG with 101 medals. In addition, the government has already set a target of 125 medals for CWG 2014. Several TVCs have been created using different sports stars including Sachin Tendulkar.
“We have showcased five players entering the CWG and from the standpoint of each player who’s totally immersed in a specific sport. The TVC opens with a player going about his regular, intense practice in different shots from different angles and while doing all this, the player connects himself to the national pride and honour by saying, ‘Saare Jahan Se Achha, Hindustan Hamara’.”
This anthem, he noted, already resonates strongly with the Indian audience and will create an instant bond between the players and audience. The punch line is “Kya Aapka Bhi Dil Dhadakta Hai Hindustan Ke Liye / Does Your Heart Beat for India?” In terms of other marketing vehicles being used, he noted that outdoor is being done in the major metros. Bus wraps are being done in Mumbai and Delhi.
“We have tied up with Red FM for a radio campaign in the major metros. We are also using mailers for trade. Events sponsorship is another vehicle. We did a live show with Kapil Sharma in Delhi.
On our site, we have created a dedicated page. We have also created a cheer wall on our site so that fans can write cheer messages for Team India.”
Build up programming
Sethi said that over the past month the channel has been airing various shows to build up to the Commonwealth Games. ‘Medal Hunt’ offers analysis of India’s medal prospects with current stars and past legends. ‘Sporting Heroes’ profiles Indian sport stars in terms of their expectations from the Commonwealth Games, their journey to stardom, their training regimen and life outside the sporting arena.
‘The Commonwealth Show’ spotlights the top athletes, showcases the venues, behind the scenes and also insights into the events. Besides, the channel also airs vignettes. ‘Blast From The Past’ sees stars relive the most famous victories in the sporting arena and sharing anecdotes from the memorable victories.
‘Know Your Sports’ explains the fundamentals of the sport and the various equipment used in a sport. ‘What’s in my Bag’ sees athletes talking about their kit and offers facts about the maintenance of the gear and any lucky charms they carry in the bag.
Meanwhile, ‘It’s my Life’ sees stars talking about how they unwind, their passions other than sports and their favourite cuisines. ‘Golden Moments’ offers archival footage highlighting the achievements of some of the greatest athletes of all times. ‘Quick Takes’ offers interesting facts about the Commonwealth Games including trivia about Indian performances.
Read more at: Ten Sports to simulcast Commonwealth Games across three channels | TelevisionPost.com | TelevisionPost.com
