MSM to launch Sony Kix in India

Multi Screen Media will be launching its second sports channel called Sony Kix to coincide with the Indian Premier League.

The broadcaster has confirmed that it will air the cricket tournament in Tamil and Telugu on the new channel.

Talking to Campaign India, Prasanna Krishnan, EVP and business head, Sony Six, said, “There are two reasons why we’ve launched one more sports channel. When we have big tournaments going on like the FIFA World Cup and Euro (qualifiers), multiple matches are played at the same time. On a one-off occasion you can bring in a movie channel, but in the long-term we needed another sports channel. Secondly, we are seeing a trend of regional languages being consumed during big tournaments. So, with the IPL, we plan to use this channel for Telegu and Tamil feeds.”

While Sony Max and Sony Six will be the main television channels for IPL in India, Sony Aath will broadcast the tournament in Bengali and now Sony Kix will run the series with Tamil/Telugu commentary.