Sony Pictures Networks India (SPN) launched multi-language feeds for its international football property UEFA EURO 2016. The network will roll-out feeds in six languages namely English, Hindi, Bengali, Tamil, Telugu and Malayalam for the tournament.
The company aimed at bringing the tournament closer to the TV viewing audience by presenting the content in a localized format for viewers across Indian markets through its multiple language feed. Regional feeds for broadcasting sports properties was a pioneering initiative by SPN in India with the Bengali feed on Sony AATH for the 2014 FIFA World Cup.
To recall, the network recently launched its time to switch campaign with a notion of viewers switching from other sports to football and the multi-language feeds giving viewers another reason to switch to the tournament. The tournament will be telecasted live and exclusive on Sony SIX and Sony ESPN channels at primetime slots of 6:30 pm, 9:30 pm and 12:30 am. Sony SIX will telecast the English language feed for the tournament while Sony ESPN will give viewers the option of Hindi, Bengali, Malayalam, Tamil or Telugu language feeds.