MUMBAI: Taj Television Thursday launched Ten Golf, its third specialised channel, and has priced it aggressively at Rs 200 per subscriber a month.
The golf-dedicated channel will be currently available on Dish TV and on Hathway Cable & Datacom‘s digital set-top boxes (STBs).
"We have priced the channel at Rs 200 and are only offering it as a standalone channel . Ten Golf has set a target of 500,000 subscribers in three years," Taj TV CEO Atul Pande told Indiantelevision.com.
Taj has become a four-channel sports network, the other three being Ten Sports, Ten Cricket and Ten Action+. The channel will be on four platforms by the end of the month.
“India as a sporting nation is fast transforming from a single sport to a multi-sport nation. As one of India’s leading sports broadcaster, we understand that the sports consumption pattern of the Indian viewer raises the need for specialised differentiated sport channels and this is what we hope to deliver to our revered golf viewers,” Pande said.
The channel will showcase a mix of live, non-live and feature programming, “Along with live Golf action, Ten Golf will also showcase feature programming on Golf including magazine shows and archival programming," said Pande.
In terms of marketing, the channel will be promoted through a combination of ATL and BTL activities. Below the line activities will come in the form of a promotional offer through things like free golf rounds and merchandise.
International syndication is also an important part of the plan, Pande said. Locally, the channel sees viewership potential in non-metro cities like Pune and Punjab.
Ten was recently on a content acquisition spree , getting hold of the broadcast rights of professional golf tournaments in India through a three-year partnership with PGTI.
The broadcaster had recently inked a licensing deal with NBCUniversal which will allow it to showcase 400 hours of golf programming. It also has European Tour and Asian Tour rights till 2016, in addition to US PGA Championship, Ryder Cup, LPGA and LET.
