Dispatches - Singapore
ESPN Star Sports is upping its local feeds in the region to 11 with the addition of ESPN Singapore and Star Sports Singapore.
Programming will change little, according to senior veep advertising sales and multimedia ventures Greg Hayes. “In India there’s an emphasis on cricket, in Taiwan it’s baseball and basketball. With Singapore, Malaysia and Hong Kong being so soccer-driven there’s no need to offer different programming per market but the flexibility’s there to do so.”
Advertisers will able to cherry-pick markets rather than taking a pan-regional buy. “Having dedicated commercial streams featuring local advertisers will enhance ESPN and Star Sports’ relevance in Singapore,” says Rik Dovey, managing director of ESPN Star Sports. “We have done this in India and Taiwan and the returns in terms of brand equity and consumer loyalty are very apparent.”