MUMBAI: Hindi movie channels are
becoming the new destinations for
sports properties. After Multi Screen
Media (MSM) and Star India, ZEEL-
owned Ten Sports Network is
experimenting by airing its popular
property WWE on its Hindi movie
channel Zee Cinema.
Come 13 September, Zee Cinema will
air ‘WWE Raw Dhamaal’ and ‘WWE
Smack Down’ in Hindi everyday from 7
The move is part of Ten Sports
Network’s strategy to broaden the
viewership base of the property by
airing it on a mass channel.
So why is Ten Sports bringing its
tent-pole property to Zee Cinema?
Firstly, Hindi movie channels, like
sports properties, have a male skew,
which is why it helps in expanding
reach among the core audience.
Secondly, Hindi movie channels or for
that matter any other language movie
channel does not have fresh content
as they are library led. Therefore, it
is easier to experiment on Hindi movie
channels since there is no
appointment viewing compared to
general entertainment channels.
Ten Sports had last year renewed its
deal with WWE for five years until
2019. As part of the expanded deal,
Ten Sports had revealed plans to air
WWE content in multiple Indian
languages for the first time.
There are three WWE flagship
programmes ‘Raw’, ‘Smack Down’ and
‘NXT’. In addition, Ten Sports had
introduced a new one-hour fully
customised version of ‘Raw’ tailored
specifically for the Indian audience
and added ‘WWE Main Event’ to its
programming line-up from 1 January.
Airing sports properties on movie
channels is an experiment that has
been implemented successfully first by
MSM—the channel started by airing
ICC Cricket World Cup and later the
Indian Premier League (IPL) on its
Hindi movie channel Sony Max.
Star India has also put this strategy
to good use through its properties Pro
Kabaddi League, which is aired in Hindi
on Star Gold, and Indian Super League
(ISL), which was aired on Asianet
Movies in Malayalam.http://www.televisionpost.com/television...ime-hours/