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Star to have five language feeds for Pro Kabaddi League 2
MUMBAI: Star India will broadcast the upcoming second season of Star Sports Pro Kabaddi League in five languages across eight channels including Maa Movies, in an ambitious move aimed at taking the traditional Indian sport closer to fans across the country.
Star Pravah will have the Marathi feed on Sundays only. This is the first time Star will have Marathi feed for a sporting event.
The second season of Star Sports Pro Kabaddi, which kicks off on 18 July, will thus be telecast in English, Hindi, Telugu, Kannada and Marathi across the Star network.
Star India, which recently acquired the broadcast business of Maa TV Network, will air Telugu-language feed on Maa Movies. The Kannada feed will be aired on Kannada GEC Suvarna Plus.
Star has been using language feeds to grow the reach of sporting events. Earlier, sports events were mainly aired in English and sometimes in Hindi.
The ICC Cricket World Cup was aired in six languages including English, Hindi, Tamil, Bengali, Kannada, and Malayalam. The India Super League (ISL) was aired in five languages including English, Hindi, Bengali, Kannada and Malayalam.
A Star India spokesperson said, “Season 1 of the PKL saw us successfully establish Kabaddi in the mainstream, breaking it out of its hinterland niche and transforming it into a sport enjoyed just as much by an urban audience. We want to build on this success in the second season and broaden Kabaddi’s appeal even further by taking it closer to fans in different parts of the country. This move is a further sign of our commitment to the growth of Kabaddi and our broader goal of fostering a multi-sport culture in India.”
Built along the lines of a franchise model featuring eight teams from all corners of the country, the first season of Pro Kabaddi League was watched by over 435 million viewers nationwide, which made it the second-most-watched sport in the country, with the season finale alone recording a reach of 86.4 million.
Star Sports has also launched the marketing campaign for Pro Kabaddi titled Le Panga (#LePanga).
To inspire people to overcome personal limitations and barriers, the campaign endearingly portrays life situations where the protagonist(s) go through a transformational change on exposure to Kabaddi.
The first film of the series, marking the debut of RJ Malishka as Inspector Laxmi Peter, went on air during the third ODI between India and Bangladesh.
The ad film, full of Bollywoodesque drama, revolves around an ambitious female police officer, Inspector Laxmi Peter, who can only be described as ‘the unlucky one’.
The idea centres on Laxmi Peter getting inspired to change while watching a PKL match, having resigned herself to her fate. In the climax, she manages to capture the group of criminals and her elusive target all by herself.
Earlier, Star India had acquired 74 per cent stake in Mashal Sports, the organiser of PKL.