SEOUL
ESPN STAR Sports has reupped its deal to screen Formula One motor racing in
most of Asia.
Deal signed by ESS and Formula One
Management's Bernie Ecclestone gives the channel exclusive rights in 24
countries including India, Hong Kong, Singapore, Malaysia and South Korea for
the next five seasons.
Agreement underlines changing shape of
sportscasting and includes numerous firsts. It is the first time that Formula
One rights have been awarded on a platform neutral basis; the first time that
radio rights have been included; the first time ESS will have terrestrial rights
in a number of markets; and the first time F1 content will be made available on
a linear and non-linear basis.
ESS will soon announce its plans for extended
coverage and presentation on Internet, mobile and radio
platforms.
"Formula One has enjoyed unprecedented growth
in popularity throughout Asia over the last few years and we feel that this
comprehensive new agreement with ESS will help continue this trend," Ecclestone
said. This month sees the sport's first ever night race in Singapore. And in
2010 there will be debut F1 races in India and South
Korea.
"(This deal) is an ideal example of how
partners can work together to build and grow a property. ESS continues to be
committed to further popularize and build the sport of motor racing amongst fans
in Asia and we are very confident that now with many new platforms and avenues
including internet, mobile and radio, F1 fans in Asia can look forward to the
most comprehensive and entertaining experience with us," Manu Sawhney, MD, ESPN
STAR Sports, said.
© Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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