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Rebranding and content focus of Ten Sports’ channels
MUMBAI: While doing away with sports-specific channels and rebranding them in numeric series from 1 April, ZEEL-owned Ten Sports Network has decided to give each brand an area of content focus.
Ten Sports Network, which has long-term broadcast rights to WWE, will show WWE Weekly Shows and Specials on Ten 1.
Ten 2 will focus on UEFA Champions League, Europa League, Super Cup and other football content. The channel will also air US Open, Moto GP and Tour de France.
“Post rebranding, the network will be spreading content equally amongst all the channels so that viewers are exposed to the maximum of sports programming,” Ten Sports Network said.
Among the HD channels, Ten 1 HD will broadcast the best of content from across the Ten Sports Network’s SD channels while Ten Golf HD will primarily showcase premium golf content including the European tour, Asian Tour, Rider Cup and US PGA Championship.
As reported earlier by TelevisionPost.com, Ten Sports Network will do away with sports-specific channels and rebrand them in numeric series from 1 April.
Elaborating on the new channel identity, Ten Sports Network global CEO Rajesh Sethi said, “As we bring across a variety of sports and sportainment for our viewers from across the world, at times it becomes a hurdle to allocate content to a particular sports-specific channel. In order to break free from sports-specific channels, we are taking the numeric route. We strive to bring international-quality sports to our viewers and we want them to watch sports as it is consumed internationally with numeric-based channels. It is our endeavour to ‘Never Stop’ delivering sporting action to our fans.”
‘Never Stop’ will be the network positioning. The new logos and positioning will be officially unveiled on air on Friday, 1 April.
Commenting on the rebranding of the channel bouquet, Sethi said, “Over the years, we have been enhancing our sports offerings, starting with the launch of Ten Sports in 2002, followed by the launch of a 24X7 cricket channel, Ten Cricket in August 2010, the only dedicated golf channel in this part of the world, TEN GOLF, in March 2012 and then a premium HD channel, TEN HD, in April 2012. In August 2015, Ten Sports embarked on a new journey with the launch of a consolidated network rebranding – the Ten Sports Network, as well as the launch of Ten Golf HD to offer the best of golf in HD. Our rebranding effort signals the start of a new era, a contemporary and energized approach to how the network views its sport sphere, with maximum excitement and engagement for its viewers.”
Ten Sports Network’s logo and the individual channel logos have been designed keeping in mind the elements of action and dynamism, as well as immediacy and the spirit to achieve.
“These powerful thoughts behind the logos point to the Italic nature of the fonts used. The flame has been an intrinsic part of Ten Sports’ identity since inception and it has consciously been retained to maintain a connection with viewers, even while it is now surrounded by the new and dynamic network and individual channel fonts,” the network said.
As a part of its rebranding, Ten Sports Network will also roll out a brand new logo for TENSPORTS.COM.
TENSPORTS.COM will showcase extensive live sports content with a special focus on video-on-demand (VoD). The live streaming will include football content from UEFA Champions League and Europa League, including matches that are not broadcast on TV, as well as content from Ligue 1, I-League, Cricket from across the five boards, Tennis, Golf, Moto GP multi-angle feeds and much more.
The brand refresh will also be accompanied by an extensive new programming rollout which will be developed via insights from new media and fan involvement to the greatest extent. Ten Sports Network has already started producing content in Hindi and plans to expand into other regional languages as well.