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Sports is Sony’s biggest focus area, says Prasana Krishnan

MUMBAI: Sports broadcasting continues to be Sony Pictures Networks’ (SPN) biggest focus area in India, a senior executive of the company said.

The broadcaster is looking to get a 20% jump in advertising revenue from this edition of the Indian Premier League (IPL). The target is to rake in ad revenue of Rs 1,200 crore (Rs 12 billion).

“Sports is the biggest focus for us,” Sony Pictures Networks India executive VP and business head (Sports) Prasana Krishnan told PTI.

Out of SPN India’s total revenue, sports accounts for 25-30%. The company is aiming to increase it to 35-40% in the near term.

Sony has consciously acquired non-cricket sports properties since 2012. “Non-cricket viewership has reached 30-35% and it is the fastest growing,” Kumar told PTI.

“Sony has already acquired several football broadcasting rights, including of FIFA. In tennis, out of 27 big tournaments, 24 will be broadcast by Sony. In basketball, we are working closely with National Basketball Association (NBA) at grass-root level in India,” he said.

Sony’s focus has been on four pillars of non-cricket sports — football, tennis, basketball and fight sports.

Cricket, however, remains the highest revenue earner.

Investment in non-cricket sports in the form of local leagues has started happening in a big way in India, Krishnan said.