Taj Television India, the broadcasting firm that operates sports channels Zee Sports and Ten Sports in India, has expanded its offering with debut of a cricket-only channel.
The sports broadcaster has begun with operations of Ten Cricket which would beam into the widely spread TV households of India as a dedicated 24/7 cricket channel. The channel would air a mix of live, recorded and feature programming, with customised content for Indian audiences and would also entail magazine shows and archival programming as its content mix.
Debuting in the month of August, Ten Cricket promises to bring an array of live cricketing entertainment in the next six months. The Sports channel has scheduled to air 8 Test Matches, 25 One day internationals & 5 Twenty20’s during the period. Alongside it will also telecast the India-South Africa series comprising of 3 Test Matches, 5 One Day Internationals and 1 T20.
“We understand that the sports consumption pattern of the Indian viewer raises the need for specialized differentiated sport channels & this is what we hope to deliver to our revered cricket viewers,” remarked Atul Pande, CEO, Sports Business, ZEEL.
The channel currently has broadcast rights of five cricket boards: Sri Lanka, South Africa, Pakistan, West Indies and Zimbabwe, which it intends to expand further.
Ten Cricket will compete with Star Cricket and Neo Cricket in Indian market which already operate as dedicated cricket-oriented TV channels.