Euro RSCG India has been awarded the creative mandate for Multi Screen Media's (MSM's) forthcoming sports channel.
Senior level sources close to the development have confirmed the news to afaqs!. The agency remained unavailable for comment on the development.
This development comes on the back on a multi-agency pitch process that was conducted in Mumbai. It may be recalled that in February, afaqs! carried an exclusive report announcing the pitch.
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 would 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.