Multi Screen Media (MSM) has confirmed that it will launch sports entertainment channel ‘Six’ this week.

It will become ironically the sixth channel in the MSM bouquet, from Saturday 7th April.

The channel hopes to target a younger audience with a mix of entertainment and sports featuring the UFC Mixed Martial Arts and the IPL. The channel will also show soccer, badminton and basketball.

Its sister channel SET Max is currently showing live action from IPL 5, which runs from 4th April-27th May.

MSM CEO Man Jit Singh said, “We are excited to launch our new Premium Sports Entertainment channel Six. The channel will launch with the key driver property being UFC Mixed Martial Arts and the best of the first four seasons of the DLF IPL. This latest offering from our bouquet reiterates our commitment to bring the best in every genre to young audiences. Six is aimed at the informed and empowered youth of the country who are enthusiastic to adopt new sports. We are confident that Six will be the Premier Sports channel and stand out by fulfilling its promise to cater to the twin passions of the country Sports and Entertainment.”

MSM COO NP Singh said, “Six will skew younger catering to India’s appetite for Indian and the counterpart International Sports leagues. Six will provide a platform for Indian athletes to showcase their talent and will fuel India’s aspirations to excel globally. We will invest in new Sports… Sports that the new-age “India on the move” youth want to watch and follow.”

Earlier this week, Multi Screen Media lost out to the domestic cricket rights for India games. Star TV has struck a 6-year deal with BCCI.