Sony Pictures Networks India (SPN) rebranded the recently acquired Ten Network with the channels named as Sony Ten 1, 2, 3, along with the launch of two HD sports channels complementing Sony Ten 2 and Sony Ten 3. The network is now an 11-channel-strong sports cluster under Sony Pictures Sports Network (SPSN).
The network has taken Sachin Tendulkar on board as SPN’s ambassador for Sports. With an aim to be at the forefront of curating and engaging the viewers in a multi-sport viewing culture in India and the subcontinent, SPN announced the brand positioning of ‘Go-Beyond’ with the unified theme of #sportsinspireslife.
As per the new rebranding, the sports network included Sony Six, Sony Ten 1, Sony Ten 2, Sony Ten 3, Sony ESPN, Sony Six HD, Sony Ten 1 HD, Sony Ten 2 HD, Sony Ten 3 HD, Sony ESPN HD and Sony Ten Golf HD. The network has divided the sports among the 11 channels while mentioning that it is not a rigid classification.
Sony Six and Sony Six HD will host the cricket content of the network, while Sony Ten 1 and Sony Ten 1 HD will telecast the WWE programming. Football will be seen on Sony Ten 2 and Sony Ten 2 HD. Sony Ten 3 and Sony Ten 3 HD will be Hindi sports channels telecasting the popular sports events. Sony ESPN and Sony ESPN HD will host all the international sports in the network’s kitty, while Sony Ten Golf HD will continue to focus on golfing events.
NP Singh, CEO, Sony Pictures Networks India, said, “Our corporate philosophy of ‘go beyond’ encourages us to be brave, curious, insightful and visionary in everything we do. It takes leaders to ‘go beyond’ at every step of the game because leaders just don’t prepare for the future, they create it. And, it is the leader mindset that has taken us from a single sports channel in 2012 to 11 dedicated sports channels in a span of five years. Currently, we are among the largest sports broadcasters in the Indian subcontinent. The future of sports is multi-sport. Therefore, we want to engage viewers in a multi-sports milieu. As SPN’s ambassador for sports, Sachin echoes our sentiment and intent to grow the viewership of different sports.”
All channels will now sport a uniform look, feel and packaging. Even the Hindi channels Sony Ten 3 and Sony Ten 3 HD will sport a similar look, albeit with a Hindi packaging.
Rajesh Kaul, President, Sports and Distribution, Sony Pictures Networks India, said, “At Sony Pictures Networks, we are committed to providing an unparalleled sports viewing experience with the best leagues, best athletes and the best of sport entertainment. We are in a unique position with over 11, 000 hours of live content this year that has given us the opportunity to create channel destinations for different sports. Each of our 11 channels will project a distinct content line-up from our expansive portfolio of domestic and national sporting properties.”
The network has shot ample and more promos with the brand ambassador to woo the sports audience and others.
Tendulkar said, “Sony Pictures Network’s rallying credo of ‘Go-Beyond’ reflects my beliefs and resonates deeply. Among the many things that sports has taught me, is the ability to push the boundaries and raise the bar by stretching myself beyond my limits. And, as in sports so in life. Even when one has reached the pinnacle of success, the learning never stops. In direct and indirect ways, sports train you to continuously become a better version of yourself. I shall always remain a student of sports because for me, sports inspire life. It is a privilege to associate with Sony Pictures Networks to curate a culture of multi-sport viewing in the Indian subcontinent. As SPN’s ambassador for sports, I am going to personally call out for this change.”