Sony Six launches Hindi feed for TNA

Starting June 6, the channel will air two hours of the best of wrestling entertainment in Hindi every weekend at 9 pm under the branding 'Shera ki Kahaani'

BestMediaInfo Bureau | Mumbai | June 3, 2015

Sony Six has announced the launch of Hindi feed for its premier wrestling entertainment property – Total Non-stop Action (TNA). Starting June 6, 2015 every weekend at 9 pm, the channel will air two hours of the best of wrestling entertainment in Hindi across India. The announcement comes as a major development in response to the growing popularity of Mahabali Shera, the first-ever Indian wrestler on TNA. This announcement also marks a significant investment by Sony Six towards the growth of wrestling programming across the Indian market.

The televised show hours will be encapsulated under the branding 'Shera ki Kahaani' that will feature Mahabali Shera aka Amanpreet Singh and follow his storyline right from his entry in TNA. The development follows the recent announcement of TNA and Sony Six having signed a long-term deal that will make the channel the exclusive home for all TNA-based content until 2022.

To garner viewer interest, the channel has initiated an on-air campaign, including promos inviting viewers to catch Shera's story exclusively on Sony Six. Through this initiative, the channel aims at expanding their current programming reach amongst the vast Hindi-speaking population, which also follows combat sports keenly.

Prasana Krishnan

Prasana Krishnan, Business Head, Sony Six and Sony Kix, commented, “We are really excited to announce the launch of an alternative language feed for TNA as with this initiative we move into the next phase of expanding the popularity of TNA in India. This endeavour aligns with our commitment to constantly innovate and offer localised content to appeal to the taste of our Indian viewers. Shera's introduction has managed to further Brand TNA in the country, and now with the launch of local feed, we aim to further expand the sampling of the sport amongst the mass viewership demographic in India.”

The channel is optimistic that the introduction of local feed will help enhance the viewing experience of the sport, resulting in the growth in popularity and consumption of sports entertainment-based properties in India. Through this announcement, Sony Six, through a local connect, has expressed its vision of exponentially growing and reaching out to a broader fan base for TNA in India.

Sony Six has pioneered the local language feed offering for prime sporting properties such as the 2014 FIFA World Cup in Bengali. The channel also offered multiple regional feeds, including Telugu, Tamil and Bengali, for the Pepsi IPL 2015. The channel will now exclusively showcase the global wrestling entertainment event in Hindi.

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