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MSM names 2nd sports channel Sony Kix; launch to coincide with IPL

MUMBAI: Multi Screen Media (MSM) is readying to launch its second sports channel. The name of the channel is Sony Kix, MSM president (network sales, licensing and telephony) Rohit Gupta told

The launch of the channel will coincide with the Indian Premier League (IPL), which kicks off on 8 April.

“The launch will happen at the time of the IPL. The channel will also have an option of Tamil and Telugu audio feed,” said Gupta.

Rohit Gupta

The channel will be in English, with an option to have a Tamil and Telugu audio feed in the respective markets of Tamil Nadu and Andhra Pradesh.

Sony Kix will complement Sony Six, which has positioned itself as a sports and entertainment channel.

As reported by, MSM will have multiple regional-language feeds for the franchise-based T20 league. The eighth edition of the IPL will be shown on MSM’s Bengali-language channel Sony Aath. Apart from the Bengali feed, it will also have an audio feed in Tamil and Telugu.

The launch of Sony Kix will allow the broadcaster to provide Telugu and Tamil audio feed to subscribers for the IPL.

The new channel will come under MSM EVP and Sony Six business head Prasana Krishnan, a source said.

Sony-kix-coverMSM received the licence for the channel from the Ministry of Information and Broadcasting (MIB) last week.

MSM has sold almost 90 per cent inventory and has lined up 11 sponsors for the IPL. “This year there will be less clutter as we have got a lot of large spot buyers,” Gupta said.

MSM CEO NP Singh had earlier told that the company may launch a second sports channel to complement Sony Six if it is able to acquire rights to more live sports properties.

MSM’s sports portfolio includes IPL, 2018 FIFA World Cup, UEFA EURO 2016, Qualifiers for UEFA EURO 2016, European Qualifiers for 2018 FIFA World Cup, TNA, The Australian Open Tennis Championship, The NBA, TNA Impact Wrestling and The Ultimate Fighting Championship (UFC).

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