Star India adds 10th channel to its sports cluster, enters regional market

Star India has added its 10th channel to the sports cluster by launching Star Sports Tamil, making its foray in the regional market with its sports offering. This is arguably the first dedicated Tamil sports channel in the country launched on May 28.

This is not the only addition/ change in the sports cluster of Star India. Earlier, the cluster had eight channels -- Star Sports 1, Star Sports 2, Star Sports 3, Star Sports 4 and their respective HD variants. Recently, the reshuffling within the sports bouquet ended up in nine channels, sans the new Tamil channel. These nine channels included Star Sports 1, Star Sports 2, Star Sports Hindi 1, Star Sports Select 1 and their HD variants, in addition to an HD only channel -- Star Sports Select HD 2.

A first regional sports channel, Star Sports Tamil will bring fans across Tamil Nadu closer to their favourite sports and heroes. The channel’s calendar of sports starts off with the ICC Champions Trophy 2017, moving into Tamil Nadu Premier League (TNPL 2.0), Pro Kabaddi Season 5 and Hero ISL. The channel would provide curated Tamil content localised to Tamil Super Stars -- R Ashwin, MS Dhoni, TNPL Stars, and players from Chennaiyin FC.

A 360-degree marketing campaign, titled, #MachiAreYouReady (Buddy, are you ready), has commenced along with the launch of the channel. A tribute to the multi-sport culture of the state, the campaign underlines Tamil pride and is rich with nuances such as the presence of the soil of Tamil Nadu in the TVC. The campaign will be supplemented by comprehensive, high-impact promotions on radio, TV, print, digital, and OOH.

Mahendra Singh Dhoni, captain of the former IPL team Chennai Super Kings, a Star Sports ambassador, is featuring prominently in the campaign. ‘Thala Dhoni’ embodies the pride, valour and sportsmanship of the Tamil culture.

A Star India spokesperson said, “Tamil Nadu is a unique market with high affinity to language content and very distinctive viewing habits. Star India’s strong presence in the state has helped us understand the pulse of the Tamil sports fans. Star Sports Tamil is an extension of our belief to give people more relevant regional sports content and celebrate the ‘Tamizh’ culture. This is another resolute step in our constant endeavour to bring fans closer to sports.”

The channel will feature content exclusively packaged with a line-up of eminent Tamilian hosts and commentators from the sports fraternity such as K Srikkanth, L Sivaramakrishnan, S Badrinath, S Sriram, S Ramesh, H Badani. Star Sports Tamil will be available on leading DTH/cable operators across Tamil Nadu as well as rest of India.

The TVC:

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