MUMBAI: As part of its strategy to focus on non-cricket sports, Neo Sports Broadcast has rebranded its cricket focussed channel to a premium all-sports channel.
Consequently, Neo Cricket will have its name changed to Neo Prime starting 3 June.
With reduced live cricket property and a surge in volume in multiple sports, NSB believes two all sports channel is the current need of the hour.
Neo Sports Broadcast COO Prasana Krishnan said, "Neo Prime is the prime feed of a premium all-sports channel. The channel will showcase HD ready sports content and will shortly launch its HD offering."
The decision to re-brand Neo Cricket is twofold. One, the broadcaster doesn't have live cricket to run a dedicated cricket channel. Two, a lot of Neo Sports properties were overlapping creating scheduling conflicts.
"The network will shortly announce a slew of big ticket acquisitions and multiple all sports channels will ensure scheduling conflicts are addressed to maximize the network viewership," Krishnan said.
As part of a long term strategy, Neo has been acquiring sporting events including Uefa Euro 2012, French Open, World Series Hockey, Sultan Azlan Shah Cup, Copa America and Rugby World Cup in addition to the existing bouquet of Asia Cup, German Bundesliga, Davis Cup, US PGA Tour, BWF Badminton Super Series, and Fed Cup.
Neo Cricket was born in the wake of the BCCI rights which now reside with Star India. Neo has adopted a strategy that would run with primarily other sports like football, hockey, tennis and badminton.