Generating viewership will be the biggest challenge for MSM's 'SIX'

Multi Screen Media (MSM) launched its sports channel "Six' on Saturday. This would be a significant addition to its network that consists of channels such as Hindi general entertainment channel Sony, Sony Max, Sony Pix, Sony Mix, a second general entertainment brand Sab, English entertainment channel AXN and anime channel Animax.

Promising to offer a mix of entertainment and sports, wherein the content will include mixed martial arts, basketball, football and badminton.

Targeting an audience of 18-34 years, SIX aims to be a premier, passionate and vibrant offering showcasing the best in the sports world in every category along with related Indian leagues, thus building a connect with Indian sports fans.

Sports channels occupy 3.5% of the viewership pie, according to the data of TV audience measurement agency TAM Media Research. Cricket receives roughly 70% of yearly advertising budget on sports channels, which amount to anywhere between Rs 1,200-1,400 crore.

Six is expected to reach to approx 80 million households on DTH and analog platforms in India with a reach of approx 20 million in phase 1.

Promotions for Six are currently being done extensively on network channels and on MAX where the on-air biggest cricketing property, IPL is being showcased . The Channel has gone for a very soft launch and unlike other launch plans does not follow a 360-degree marketing plan. However its learnt later it will be supported by extensive outdoor/print and Radio promotions.

So the big question is will SIX have enough to be able to attract eyeballs?

The general feeling in the market is that SIX is starting off on a bouncy track. The market is more or less already crowded and a new channel will definitely depend on subscription revenues with cost effective programming mix. Most channels are losing money due to cricket and this will be the biggest challenge for any new sports channel.

ESPN, Star Sports and Star Cricket have dominated the sports genre for a long time and they have more than enough content to keep viewers engaged. Besides that, two from the Neo group and four from the Ten Group have enough content on hand.

The fact is the channel cannot keep airing the old IPL matches or New Zealand's matches as that would bore the audience. Besides the programmes that SIX plans are NBA, FA Cup, UFC, which has it stes of limitations. NBA is aired early in the morning and FA Cup starts in the night. Although FA Cup could still find some takes UFC may not be successful. Six could face the challenge of not being able to maintain viewership if they don't get enough sporting properties for the channel.

According to media experts, Six will take at least four-five years to break-even. A Senior media buyer share the view and says "We are going the way international markets work where you have options to watch lot more sports. MSMs SIX may help in making the domain much bigger and eventually it will be the collective efforts by all the channels to promote sports other than cricket which can lead to making the genre bigger."