First of its Kind

The pri­vate free to air chan­nel will be launched on July 21.

The Brand Reporter - - BY INVITATION -

Shortly af­ter for­ay­ing into re­gional mar­ket with the launch of Star Sports 1 Tamil, Star In­dia an­nounces the launch of In­dia’s first pri­vate free-to-air sports chan­nel, Star Sports First.

The chan­nel will go on air on July 21, 2017 on DD’s FTA DTH plat­form Freed­ish. This will al­low sports fans and en­thu­si­asts to watch sports ac­tion in Hindi, with­out pay­ing any sub­scrip­tion fee.

The chan­nel will air the Pro Kabaddi League Sea­son 5, which will be­gin in Hy­der­abad on July 28, 2017. In ad­di­tion, the chan­nel’s pro­gramme calendar will also in­clude BCCI do­mes­tic cricket tour­na­ments, do­mes­tic foot­ball tour­na­ment etc.

Star In­dia spokesper­son says in a me­dia state­ment “Tele­vi­sion pen­e­tra­tion in In­dia has grown ex­po­nen­tially. We recog­nise that there is a very size­able sub­set of this uni­verse that is not on con­ven­tional pay TV. In the ‘Free-to-air’ con­tent that they have ac­cess to, sports con­tent is mostly ab­sent and only spo­rad­i­cally avail­able. It is our be­lief that there is, how­ever, an ea­ger ap­petite for it and that is the rea­son to launch SS First. We be­lieve tens of mil­lions of fans will be cre­ated for many dif­fer­ent sports of­fer­ings through our con­tent bou­quet.”

“Kya aapki life se sports ac­tion miss­ing hai”, asks for­mer In­dian cap­tain Ma­hen­dra Singh Dhoni, in the film ‘Star Sports First, Aana Hai First’, cap­tur­ing the essence of the launch of the FTA chan­nel. The TVC runs fans through the sports that will now be ac­ces­si­ble on the Star Sports First chan­nel.

The launch of Star Sports First is sup­ported by a 360-de­gree mar­ket­ing cam­paign, Star Sports First, Aana Hai First, which in­cludes tele­vi­sion, ra­dio, OOH and on-ground ac­ti­va­tions. ■

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