Super Fight League broadcast on MTV has failed to invoke any considerable viewer interest.
The Broadcast Audience Research Council data for Indian television viewership in week nine (February 24 to March 2) reflects that the mixed martial arts league has generated precious little interest among sports lovers.
The Week 9 has featured SFL action on February 24, 25 and March 2. On BARC charts, the SFL live broadcast on MTV has registered 0.01 to 0.00 ratings during the three-day. This is has failed to penetrate into its targeted viewers even on MTV.
The move from Sony, which has generated strong response on its two combat sports properties – wrestling league and WWE, has paid little dividend for the SFL, which irrespective of several hundred crore rupee investments, as claimed by the organisers, has failed to create a market for itself in India.
The organisers, seeking strong fan base among millenial generation, had switched from Sony Pictures India Network to the music, reality, and youth culture programming channel MTV to create an audience base for SFL.
“MTV is the channel that resonates strongly amongst the millennial generation. Having the channel as a broadcast partner will further augment our endeavour to reach the core population of India and make SFL a name to reckon with in the MMA fraternity in India. On the investment side, we have spent almost ₹250 crores in the last five years and we are looking to invest a further ₹200 crores over the next 3 years,” SFL CEO and founder Bill Dosanjh had said at the time of singing the broadcast deal with MTV.
There is only two weeks of action left for the current SFL season. However, the league has struggled to make a mark yet again.
Insidesport.co has tried to reach out to Dosanjh for his remarks. However, he is not accessible.
The league, in its sixth season, has also failed to attract a major sponsor other than a host of partnerships in the Hospitality, Food & Beverage, Grooming, Wellness, Fitness, Lifestyle, Gaming, Multiplex, News, Mall, Nutrition, Medical and Outdoor categories in spite of ₹450 crore investment plans by the organisers Superfight League Promotions.
The second season of the league will conclude on March 17.