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MSM tries out Hindi feed and deferred telecast for badminton tourney

MUMBAI: Multi Screen Media (MSM) is testing the waters with a Hindi feed of Syed Modi International Badminton Championship 2015 on the newly launched Hindi GEC Sony Pal. This will be in addition to a deferred English telecast on Sony Six. The broadcaster will telecast only the semi-final and final matches of the tournament.

Sony Pal will telecast the live event in Hindi from 2 to 7 pm on 24 and 25 January 2015. To further strengthen the viewership of the tournament, the deferred telecast of the semi-finals and finals will be on Sony Six in the primetime evening slot 7 pm onwards. The event will also be streamed live on MSM’s digital sports destination Liv Sports.

“It is the first badminton tournament which we are doing in Hindi and it’s on a GEC and it’s also being held in UP which is a core market for Pal and the Badminton Association of India (BAI). So it provides a very good platform for us to see whether badminton and Hindi commentary can resonate in these markets. It is a continuation of our strategy which will help us to take measured decisions on our regional strategy in future,” Sony Six business head Prasana Krishnan said.

“With the introduction of the Hindi feed and primetime telecast, we aim to tap into the rising popularity of badminton in India and cut across varied audience profiles,” he added.

Badminton Association of India (BAI) President Akhilesh Das Gupta said, “We are thrilled to be partnering with Sony Six in bringing the final culminating stages of the tournament live to our audience. With the dual language feeds, primetime telecast, high-quality content and sheer sporting action, we are optimistic in our mission to further advance the popularity of badminton across markets in India.”

Olympic bronze medallist Saina Nehwal will be seen looking at kick-starting her title defence against the likes of third seed PV Sindhu and the reigning world champion Carolina Marin of Spain. This year the tourney will also host the best of domestic badminton talent including PC Thulasi, K Srikanth, Ajay Jayaram, HS Prannoy, RMV Gurusaidutt, Shreyansh Jaiswal and K Ajay Kumar among many others, battling it out for the prestigious title.