Serie A, which was jointly aired by Star India's Star Sports and Zee Entertainment Enterprises' Ten Sports so far, is all "set to change airwaves in India," according to INDIAN TELEVISION. Sources close to the development said that the asset is "no longer associated with Star Sports and Ten Sports and will most definitely be on another network." The "missing feather" in Multi Screen Media’s "kitty is quality club football." MSM CEO NP Singh said, "Football is garnering huge viewership in India. Whenever and wherever there are opportunities to acquire any other football properties, we will aggressively go for it. We are working to settle a deal, which we will be able to announce in a couple of months." Given the scenario, it is most likely that Serie A will "soon be reaching viewers through MSM's sports channels." However, when contacted to confirm the news, MSM officials "refrained from giving a statement." Football in India is "opening avenues for advertisers and there are huge revenue generating possibilities that the sport offers broadcasters." A senior sports media planner opined, "We have seen pop-up banners in the bottom of the screen during EPL matches, so this can be one mode of advertising for broadcasters to look out for. Italian Serie A won't be as popular as EPL but a Milan Derby or a match involving Juventus is certain to get eyeballs. Viewership also depends on the treatment given by broadcaster." It now "remains to be seen if indeed MSM seals the deal and whether Sony Six and Kix become the new screens for Serie A lovers in India" (INDIAN TELEVISION, 6/23).
