Sony ups Indian regional language feeds for World Cup | Programming | News | Rapid TV News
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Tamil and Telugu language feeds are to be included in Sony Pictures Networks’ live coverage of the FIFA World Cup, which starts on 14 June.
World Cup Russia 11 June 2018

The two languages will be added to SPN’s already announced coverage of the global football tournament in English, Hindi, Bengali and Malayalam.

“The telecast of 2018 FIFA World Cup Russia will be done in six languages,” said Rajesh Kaul, president, sports and distribution business, SPN India. “It is our endeavour to reach out to every football fan in the country as per our commitment to go beyond to serve best sporting action through our programming initiatives. We have congregated some of the best international football players with great experience to provide incisive insights to our viewers.

“The live studio show Football Extraaa and the breakfast show Kick-Off will enrich the die-hard football enthusiast’s viewing experience of 2018 FIFA World Cup Russia,” he added.

The live studio show Football Extraa, which will be broadcast in English and Hindi, will feature both Indian and international footballers including Sunil Chhetri, Bhaichung Bhutia, Gurpreet Singh, Robin Singh, Luis Garcia, Louis Saha and David James.

The morning show Kick-Off will provide in depth analysis of the previous night’s game, along with a run down of the current day’s matches.

Sony’s Indian digital platform SonyLIV will also stream action from the World Cup, enabling viewers to watch live coverage of the month-long tournament on their mobile screens.

Football has become the second most viewed sport in India after cricket, with its popularity spurred by hosting the FIFA U-17 World Cup last year.

The importance for broadcasters catering to regional language speakers in India has been highlighted by recent BARC audience measurement data for IPL 2018, which concluded in May. This showed that 22% of viewers in India watched TV coverage of the T20 league in languages other than Hindi or English.