Nimbus Communications re-christens its channels

By , agencyfaqs!, Mumbai | In Media Publishing | April 11, 2008
Neo Sports will now be known as Neo Cricket, while Neo Sports Plus will become Neo Sports

Nimbus & #BANNER1 & # Communications has re-branded the Neo Sports Broadcast channels. Neo Sports will now be known as Neo Cricket, while Neo Sports Plus will become Neo Sports. While Neo Cricket will be dedicated to cricket events and programmes, Neo Sports will have a mix of sports programming including sports such as football, tennis, golf, motor sports, badminton and beach volleyball.

Commenting on the objective behind the re-branding, Mautik Tolia, creative director and head of programming, Neo Sports Broadcast, says, "Cricket has always had the potential to be packaged and viewed as a complete entertainment genre. But this potential was perhaps never realised. A six-eight month consumer research study conducted by the company showed that people would really love to talk about and watch the game beyond live international cricket."

Tolia adds, "For instance, there is a huge crowd of people who would love to relive the nostalgic moments of the good old days of the sport. There are many who love the fun side of the sport, such as the gossip. Interesting features and travelogues can be done with cricket tours."

Accordingly, Neo Sports Broadcast has designed eight new cricketainment shows for April and May. These include Baat & Bowl, Jaya He, Ballebaaz, The Great Indian Run Chase, Tour Diary, Cricket - Tadka Marke, Encounter and Night Cricket.

The re-branded channels will be promoted through a mix of marketing activities, including TV promos, print, outdoor advertising, radio and other promotions.

Harish Thawani, chairman, Neo Sports Broadcast, says, "We believe that the re-branding of the two channels will redefine the way sports is viewed in general. This will be especially true in the case of cricket, which will be showcased with a thrust towards cricketainment."