Saturday, March 11, 2006

Hindi commentary added to Premier League games

Following the successful use of Hindi commentary for the UEFA Euro 2004 and FIFA Confederation Cup 2005, ESPN Star Sports has introduced broadcasts in the Indian language for the rest of the English Premier League season and other select football matches. Sunil Taneja and Puneet Pal Singh will do the commentary on a rotational basis from Singapore, Telepoint reported.

"Localisation of content has helped us increase our penetration in traditional markets of India," Sricharan Iyengar, vice-president, sales and narketing, ESPN Software India Pvt Ltd, said. "The Hindi telecast also enabled us to open up several non-traditional markets for soccer like Uttar Pradesh, Punjab, Haryana, Madhya Pradesh, Gujarat and Maharashtra. The localisation adds a lot of value to our telecast, especially for viewers who find it difficult to understand the heavily accented English or for viewers who are not familiar with English at all."

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