MUMBAI: Sports management company ID Sports has signed Multi Screen Media-owned sports channel Sony Six as the official broadcast partner for the third season of its cycling event Tour De India.

The organisers have also roped in Air India as the associate sponsor of the event which has Godrej Eon as title sponsor.
Tour de India 2012 races will be hosted in Delhi, Mumbai and Srinagar on 4, 7 and 11 November respectively and will see over 60 celebrity participants, 20 teams and around 40,000 people attending the races across cities.

MSM CEO Man Jit Singh said, "We are delighted to associate with Godrej Eon Tour De India? as the official broadcast partner. Our association with ?Godrej Eon Tour De India? reiterates our commitment to bring the best sporting properties for the knowledgeable and empowered youth of today who are enthusiastic to adopt and experiment with new sport formats. We are confident that viewers will enjoy our latest offering on Sony Six."

Air India CMD Rohit Nandan says, "Air India, the flying ambassador of India, is proud to be associated with Godrej Eon Tour de India 2012, which is the official parallel to the world renowned Tour de France, as a travel partner. Air India has been an integral part of tourism promotion in India. Also, Air India has been playing a key role in promoting sports and sports person in our country for decades."

MUMBAI: Setanta Sports, the international sports broadcaster, has agreed a multi-year deal to distribute its exclusive rugby programming on Multi Screen Media?s sports channel Sony Six.

Sony Six will broadcast live coverage of the RBS Six Nations, Super Rugby and Rugby Championship (formerly Tri Nations) as well as showing Setanta?s flagship rugby programme: The Breakdown.

"We are delighted to work with Sony SIX to bring our exclusive rugby programming to India. Our goal is to achieve the greatest possible exposure of rugby across the whole of Asia," said Setanta Sports International MD Roger Hall.

Setanta Sports has extensive distribution for its channel and programming in Asia with deals in Thailand (with TrueVisions), Hong Kong (with Now TV and Hong Kong Broadband), Malaysia and Brunei (with Astro), Singapore (with StarHub and SingTel mio TV), Taiwan (with Dish HD), the Philippines (with SKYcable) and Sri Lanka (with Dialog TV).

Sony Six has Indian Premier League and Ultimate Fighting Championship as its driving properties in India. It also has FA Cup and NBA to complement its key properties in addition to international football friendlies.

MUMBAI: Neo Cricket, the dedicated cricket channel from Neo Sports broadcast stable, will begin its journey as an all sports channel starting 3 June under the new name of Neo Prime amid intense competition from ESPN Star Sports, Zee?s Ten bouquet of channels and a new entrant Sony Six.

The channel is being built after its cricket content has depleted following the loss of the marquee India cricket rights. The sports broadcasting company has been mulling converting into an all sports channel for quite some time as it is left with only one cricket property, Asia Cup, ever since its contract with BCCI got terminated in December 2011. The Bangladesh Cricket Board rights also expired in April.

Neo Sports Broadcast has a good volume of non-cricket sports which it will distribute across its two-channel network. While Neo Prime will telecast mass sports including cricket, Neo Sports will cater to more niche and special interest products. Plans are also afloat to offer Neo Prime in High Definition.

"We have been planning on the rebranding before a couple of months but it goes through a process as we need Ministry of Information & Broadcasting?s approval which we got on Friday," Neo Sports Broadcast COO Prasanna Krishnan tells Indiantelevision.com.

Neo Sports Broadcast will focus on Football, Badminton, Tennis, Hockey and Golf to drive the growth of the two Neo channels.

In football, Neo has the rights for Copa America, German Bundesliga, Serie A and the crown jewel ? Uefa Euro 2012, the rights of which it acquired after forking out $11 million.

Hockey is another sport the broadcaster is betting big on. It had recently picked up the Sultan Azlan Shah Cup rights for five years. It also airs World Series Hockey, the franchise based hockey league co-promoted by sister concern Nimbus Sport.

Its tennis lineup comprises French Open, Davis Cup and Fed Cup while in golf it owns the rights to US PGA Tour, in addition to BWF Badminton Super Series in badminton.

"We couldn?t continue with the Neo Cricket name with the properties that we had. We had a lot of other sports content," Krishnan says.

Neo Cricket was logical when it had possession of the BCCI rights (which are now with Star India). Admits Krishnan, "Earlier on with the BCCI rights we always had enough of cricket including domestic cricket. So we needed a dedicated channel because of the volumes. But now in the current situation it makes more sense for us to become an all sports channel. We are also having the problem of scheduling particularly during the weekend wherein we had more content than we can could show at a point of time."

Prasanna also points out that other networks like Ten and ESS have channels in addition to cricket that can be used to air events in case of overlapping, something that was missing in Neo since it had only one all sports channel. "We are changing this with our rebranding."

ESPN Star Sports has two channels apart from a cricket channel. Similarly, Ten has Ten Action+ and Ten Golf. "We were having enough live content but were unable to utilise it. So it seemed to be a sensible strategy going forward," he explains.

The rebranding is timely as it precedes the 2012 Uefa European Football Championship, Neo?s biggest sporting property. Uefa Euro, hosted by Poland and Ukraine, will take place between 8 June and 1 July.

"We will do marketing campaigns to announce the rebranding. But we also have an advantage as it is happening in the middle of Uefa Euro which will attract a lot of viewers," says Prasanna.

Also read

Neo Cricket set to rebrand as Neo Prime