MEXICO CITY — Argentinean soccer legend Diego Maradona is looking to score with the launch of his 10e-TV Internet and cable TV channel in late May or early June.
Maradona has teamed up with digital promotion and public relations firm On&Off Holdings, along with other undisclosed backers, to produce the channel.
The announcement was made in Mexico City, where the Argentina- and Mexico-based On&Off has a branch office.
10e-TV 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 World Cup soccer tournament, which begins its monthlong run June 11 in South Africa, where Maradona will be coaching Argentina’s national soccer team.
Shows on 10e-TV will be Spanish-only at the outset, but On&Off prexy Rodolfo Cavalcanti indicated they were looking to move beyond Latin America with translated or independently produced programming.
The outing is Maradona’s second smallscreen foray 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,” says Maradona, voted the 1986 World Cup tourney’s most valuable player.
On&Off prexy Rodolfo Cavalcanti said Maradona will appear in only a few shows, but the idea is for the soccer superstar to lend the glamour and clout of his celebrity to the channel, which will offer sports, celebrity and fashion programming.
He said a cross between channels like ESPN and Fox Sports with trendier fare like E! Entertainment was “exactly the mix” they were looking for.