ESPN Star Sports plans to bring X Games to India

ESPN Star Sports (ESS) is increasingly focussing on localisation. While the Premier Hockey League initiative is into its fourth year, the pan Asian sports broadcaster is looking to bring the X Games to India.

The company is looking at a three year time frame to introduce the extreme games. The games that have previously been held in China and other countries will be modified to the Indian context, said ESS Asia MD Jamie Davis.

In his speech at the Brand Score Sports Marketing Forum organised by ESPN Star Sports and Mindshare on Friday, Davis highlights the element of drama in sports. He says it has heroes, which the Indians are after having beaten England, and also villains, which they were after exiting early in the World Cup.

However, he also notes that ESS will always ask itself whether fans would want it, before embarking on any initiative.
In terms of technology, ESS views it as an opportunity and not as a threat. It has a mobile service for which content has specifically been shot for that medium and not simply shortening existing TV content.

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