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SBD Global/August 5, 2013/Media

Star India's Star Sports To Air English Premier League Matches With Hindi Commentary

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Star Sports, the sports channel under Star India, "will be providing" a dual audio feed for this year's EPL matches, according to Urvi Malvania of the Indian BUSINESS STANDARD. Viewers "will have the choice of choosing which language they want to hear the commentary" to the live football matches. The broadcaster "has made this move in order to expand its non-cricket offerings to the vast Hindi speaking audience of the country." The basic idea is to broaden the base consumption of EPL and football in the country. To start with, "2 select matches every week will be broadcast in Hindi as well as English." The channel "targets to telecast close to 100 live matches with Hindi commentary" during the '13-14 season. In addition to providing a Hindi audio feed, "the channel will also have non-live programming" around the Premier League during the week. This "will include build-up shows, reviews and match analysis shows." ESPN Software India Pvt. Ltd. COO Vijay Rajput said, "We have identified U.K.-based commentators of Indian origin who will call the matches in Hindi for BPL. For viewers to understand the nuances of soccer and the league itself, we feel it is important to explain the live action in a language and idiom which is clearly understandable to one and all." According to research provided by the broadcaster, "India has about 125 million people who speak English as compared to 400 million viewers who understand Hindi" (BUSINESS STANDARD, 8/4).
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