MUMBAI: After tasting success with Bengali feed for the 2014 FIFA World Cup, Multi Screen Media (MSM) has said that it would have a Bengali feed for the upcoming Indian Premier League (IPL) season on its Bengali entertainment channel Sony Aath. This is the first time in eight years that the IPL will have a regional language feed outside English and Hindi. As reported earlier by TelevisionPost.com, MSM was also considering audio feeds in Tamil and Telugu besides a regional Bengali feed. Sony Aath will cover the opening ceremony and all 60 matches of the IPL season 8. Sony Max and Sony Six will continue to have Hindi and English feeds for the IPL respectively. MSM SVP and Sony Aath business head Tushar Shah said, “With an aim to provide the most premium content to our viewers in West Bengal, we are back yet again to enthral them by offering a whole-new experience of consuming the largest cricketing extravaganza in their favourite language. We believe this initiative will not only help viewers further expand the popularity of the nation’s most beloved cricketing tournament but also auger a larger fan base for the channel.” MSM CEO NP Singh added, ‘‘West Bengal has always been one of the key markets for Pepsi IPL. We believe that by offering the world’s largest cricketing spectacle in one of the most popular and widely spoken languages in the country will help enthral the viewers. It will create a holistic viewing experience unlike anything else seen before on the channel.” Given the tournaments aggressive growth and ability to connect with millions on a national scale, this year we are positioning the event as ‘India ka tyohaar’ which establishes the event as an annual sporting and entertainment festival.” As a prelude to the event, the channel will run the “India Ka Tyohaar” marketing campaign until the tournament begins. As the name suggests, the campaign aims to connect hearts and lives, creating a national euphoria and strengthening emotional affinity towards the sport. The ‘India Ka Tyohaar’ campaign invites people to dissolve differences and join the revelry, which is aptly communicated through a heart shaped mnemonic that exudes the ‘spirit of togetherness’.
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