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Nithya Subramanian

NEW DELHI, April 9

IT'S all about providing viewership experience. ESPN-Star Sports may have lost out to Set MAX for the World Cup, but the channel is sprucing up to grab the attention of the Indian viewers with graphics and caricatures.

So, one can now get to graphically see Sachin Tendulkar's shot - whether it went over the fielder or cut through. Also, the channel has created exclusive characters such as Anda Bhaiya Hyderabadi, Gilli Swamy from Kochi, Yogi of Patna and Runjeet Singh from Punjab.

Speaking to Business Line, Mr Raymond Hume, Director, Cricket & Indian Production, said: "The four animated characters will be shown during rare moments and not used often. Such a caricature was first used by Australia's Channel Nine which took the nation by storm."

Confectionery major Perfetti has decided to sponsor these characters for the time being for its brands, Chlormint, Center Shock and Alpenliebe Lollipop.

So Runjeet Singh could do a `balle balle' with the tagline `Lage Raho' - Alpenliebe lollypop. The channel would consider other franchising opportunities, Mr Hume said.

While these characters were created in association with Hyderabad-based Colour Chip, the channel has entered into a joint venture with New Zealand-based Virtual Spectator for the latest graphics.

"The new technology will allow us to duplicate the real game in animation. So, a shot or a ball can be viewed from any angle," Mr Hume said.

The channel's special efforts for the Indian market is basically because of the big money and high interest in the game. "While the World Cup proved to be a money-spinner for Set MAX, the channel is trying its best to ensure interest in the non-India tournaments as well," a senior media planner said.

Viewership numbers for India matches have always been higher than other matches.

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