Multi Screen Media (MSM) is on the lookout for a creative partner for its forthcoming sports channel. The multi-agency pitch is currently underway in Mumbai.
In 2009, the network had announced its intention to launch a sports and a music channel. While it has already launched the music channel under the brand name Sony Mix, with the positioning, 'Dekho Suno Gungunao', the network has been postponing the launch of the sports channel.
Earlier, N P Singh, chief operating officer, MSM had stated that with the launch of the sports channel, the network will shift one of its prime sporting properties, the Indian Premier League (IPL), to the sports channel.
In addition to IPL, the network owns the broadcast rights for other sport properties such as the New Zealand cricket series and the Football Association Challenge Cup.
Earlier known as SET India, the subsidiary of Sony Entertainment Television in India, MSM is the owner of channels such as Sony and SET Max, SAB TV, Sony Pix and Sony Mix.