Sony Aath to live telecast 2014 FIFA World Cup
In its bid to cater to the football lovers in West Bengal, Sony Aath will telecast 56 FIFA matches in Bengali.
As a strategic move, Sony Aath aims to expand its reach through this custom offering to the vast Bengali speaking audience of the country.
Speaking on this unique initiative, Tushar Shah, Senior Vice President Multi- Screen Media, who also manages the operations of Sony Aath, said, "The one factor that unifies Sony Aath with the people of Bengal is our love for football."
Shah said, "It is this love that has inspired us to offer 2014 FIFA World Cup to the people of Bengal in their very own language. Sony Aath’s endeavour is to captivate this passionate audience by creating a holistic football experience by providing high quality sports content in a language which, they love.’’
Speaking on the occasion N.P. Singh, Chief Executive Officer, Multi- Screen Media, said, "At MSM, we attempt to draw the consumer with differentiated content. Providing the viewer with live Bengali feed is just another testimony of our commitment to understanding what the viewers’ wish to see and offer them. We hope every football loving Bengali enjoys 2014 FIFA World Cup on Sony AATH."
As a prelude to the event the channel will run the 'Live the Magic' marketing campaign till the tournament kicks off on Jun' 12.
The marketing campaign will feature the star studded support of John Abraham in a whole new football avatar encouraging viewers to join in the party to catch the ultimate footballing extravaganza on Aath.
The inspiration of the campaign has been drawn from the global obsession of viewers assembling to catch the most anticipated international tournament in the world of football.
The term ‘Live the Magic’ was coined to ignite the fervour and the passion for football among the enthusiasts, as well as to call out to the non-sports lovers to join the party, the officials noted.
The 2014 FIFA World Cup will kick off on Jun 12.
The tournament will be in two stages; group stage will feature 32 nations and will be played from Jun 12 to Jun 26.
The knockout stage will start from Jun 28 and conclude with the FIFA World Cup Final match on Jul 13.
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