Regional commentary contributing 46% to World Cup viewership: Rajesh Kaul

Rajesh Kaul, President, Sony Picture Network Distribution and Sports Business - InsideSport

Sony Pictures Network is harvesting rich dividends from its regional strategy on the FIFA World Cup LIVE broadcast.

The live broadcast with regional language commentary has contributed 46% of the total FIFA World Cup 2018 television audience in India, according to Sony Picture Network Distribution and Sports Business President Rajesh Kaul.

Sony Pictures Network, the official and exclusive broadcaster for the FIFA World Cup 2018 in the Indian subcontinent, is showing the World Cup live in six languages – including Tamil, Telugu, Malayalam and Bangla.

The regional strategy success has contributed 46% of the 117.3 million viewers, who have watched the live action on the first nine days of the FIFA World Cup 2018 on Sony Sports Cluster channels and SonyLIV.

“Our regional commentary accounted for 46% of the overall viewership which shows a deep penetration and high impact that the football tournament has made with our viewers. Our strategy of engaging viewers and catering to their convenience with local language feeds has helped us expand the market and reach out to a wider fan base,” says Kaul.

India’s tradition football hub West Bengal has been the biggest regional consumer of the FIFA World Cup 2018 with 14.8 million viewers during the first nine days, followed by Kerala (14.5 million). The Bangla and Malayalam language feeds have contributed in drawing the regional folks to the World Cup.

Sony is providing the English language World Feed on Sony Ten 2 and Sony Ten 2 HD, World Cup live action with Hindi commentary is broadcast on Sony Ten 3 and Sony Ten 4 HD. Sony ESPN is the screen for the four regional language – Tamil, Telugu, Malayalam and Bangla – feeds. The matches are also simulcast on Sony’s OTT platform SonyLIV.

The broadcast data is derived from BARC, All India, CS2+, LIVE matches + wraparound shows + highlights + repeats + surround programming of FIFA World Cup, SPN Sports Network, SonlyLIV.