MEXICO CITY – Argentine soccer legend Maradona is looking to score once again on television with the launch of his new “10-ETV” internet and cable TV channel set to kick off in late May or early June.
Announced Thursday in Mexico City, Maradona and digital promotion and public relations firm On&Off Holdings, which has offices in Mexico and Argentina are funding the project, along with other undisclosed backers.
“10-ETV” aims to earn revenue through sponsors and advertising, as well as, online and cable subscriptions.
The title, a combination of “TV”, his now-famous jersey number “10” and “E” for entertainment, is set to go on the air and online in time for the 2010 World Cup in South Africa, where Maradona himself will be coaching the Argentine national soccer team.
The outing will be his second foray on the small screen following the hit Argentine celebrity interview show “La noche del 10” (10’s night) he hosted in 2005.
“You can say a lot of things about me, but you can never say I don’t take risks,” said the 1986 World Cup MVP in a pre-recorded statement about the channel.
According to On&Off prexy Rodolfo Cavalcanti, Maradona himself will only appear in a few shows, but the idea for the channel is for the soccer superstar to lend the glamour and clout of his celebrity to the channel, which will offer programming that follows what is going on in and around the world of sports, venturing into topics of fame and fashion.