Zee launches its sports channel

Indian viewers will have a wider choice of sports channels © Getty Images

Zee Telefilms Ltd, the Indian television company which which bid unsuccessfully for the telecast rights to Indian cricket, has launched its own 24-hour sports channel.

"The sports-programming genre is growing at a fast pace," Punit Goenka, the CEO of Zee, was quoted as saying by Reuters. "What we felt missing was content relevant to the average Indian apart from cricket. With that in mind, we aim to bridge the gap by providing a programming mix that is entertaining, relevant and catering to our core viewer base."

An investment of Rs 1.5 billion has been allocated for the channel which will air sports shows and news meant for youth, along with interviews and live sports action.

The Indian Supreme Court recently rejected Zee's plea to grant them the telecast rights for international cricket in India till 2008. Zee had challeged the decision by the Indian board to cancel the bidding process.

However, Zee hasn't lost hope and will wait for telecast rights for cricket in other countries. "In the next 18 months, cricket rights in England, Australia, South Africa, Sri Lanka and West Indies would be up for bidding and we intend to be contenders with reasonable means,'' said Gary Lovejoy, CEO, Zee Sports. "We have plans to cover lifestyle sports such as golf, motor sport and adventure sports, and also looking at the creation of events.''

Zee has also expressed interest in securing rights of a few domestic events. It has placed its bid for Indian football at the committee meeting of the All India Football Federation.

On the television rights controversy, Himanshu Mody, executive vice president, Zee Sports, said, "As an operational strategy, it (the telecast controversy) has had a positive effect. We had to think a lot harder. We will bid aggressively but sensibly.''

After the entry of Zee Sports, India will have as many as five sports channels, including ESPN, Star Sports, Ten Sports and DD Sports.