Chennai: Star India is set to launch its dedicated Sports Channel for Tamil audience starting from 28th May onwards.

The strategic decision was based on the success of debut season of T20 tournament Tamil Nadu Premier League (TNPL) and the announcement of Tamil Nadu team in Pro-Kabbadi league.

The telecast rights of TNPL T20 tournament conducted by Tamil Nadu Cricket Association (TNCA) is with Start Sports and the debut season of TNPL held last year happened to be a grand success in terms of viewership numbers and revenue aspects that was strongly supported by both National Brands and Native Brands.

As part of expanding the Pro-Kabbadi league franchise, Star Sports has added four new teams that includes Tamil Nadu, considered to be one among the heartlands of the game Kabbadi in India. Cricketing Legend Sachin Tendulkar acquired the Tamil Nadu Kabbadi team along with Hyderabad based business tycoon N Prasad. In addition to this Tamil Nadu team already exists in other sports leagues like Indian Super League, Indian Hockey League and Badminton Premier League.

Moreover, the addition of Tamil Nadu team in Star India’s Kabbadi franchise is likely to drive the viewership and engagement of audience actively. Similarly, TNCA is planning to face-lift TNPL event with many new aspects to attract more audience.

All these tournaments along with Tamil feed of International Cricketing and Non-Cricketing sports events will keep the Star Sports Tamil channel fully engaged for the entire year with fresh content for its viewers.

Star Sports Tamil will be able to leverage the strong presence of retail clients in Tamil Nadu that amounts to 30% to 35% of the ad-spend in TN Market.

Star Sports Tamil launch was supported by 360 degree marketing efforts. The Channel also planned to engage audience with RWA activity in Major cities like Chennai, Madurai, Coimbatore, Salem and Trichy. The channel will conduct various sporting activities at Residential Welfare Association across these towns to expand the reach and awareness of the channel among masses.