Niraj Rathod
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Trace TV, an international media group providing music and sports entertainment, is set to launch its celebrity sports channel in India. Trace Sports already holds a downlink licence for India. The HD channel is currently scouting for a distribution partner in India and is hoping to launch before the London Olympics this year.
Lightning International has an agreement with Trace TV to assist in launching Trace Sports channel. James Ross, CEO, Lightning International, told BestMediaInfo, “There is tremendous thirst in India for a channel like us, and the audience is interested in our content. The channel would offer behind-the-scenes access to sports celebrities, a gateway to the intimate life of athletes. It includes lifestyle and entertainment programmes which give an exclusive look into the lives of global stars like Manny Pacquiao, David Beckham and Yao Ming.”
Ross said that Trace Sports would beam as an HD channel in India, and all its content is produced in HD format. “All of the Trace TV production is done in-house in HD. With 100 per cent original content, Trace Sports HD is the first channel of its kind,
appealing to both male and female viewers,” he said.
“NDTV is going to be our agent in India. Our first step is to get on the distribution platform and then begin our on-ground activation. NDTV will be helping us in getting the distribution platform and post that too in promoting, marketing and advertising,” Ross informed.
Ross said that Trace Sports is open to forming an alliance with an Indian channel. “We might try that option too but our current focus is to get a distribution platform for our channel and we are in talks with various DTH operators.”
Trace Sports HD was launched in June 2011 and has been picked up by several dozen pay TV operators in over 60 countries. The Trace channels are delivered by AsiaSat 5.
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