Press Release

Star to air ICC Cricket World Cup 2015 in six languages

27 January 2015

 Star India, the official broadcaster of the ICC Cricket World Cup 2015, will beam the event in six languages, namely Hindi, English, Tamil, Kannada, Malayalam and Bengali. This is the first time the event will be available in six languages; in the earlier editions it was restricted to English and Hindi.

Star has not revealed the channels on which the event will be aired. Apart from Star network, the matches will also be streamed on starsports.com allowing viewers to ‘carry the cup’ and watch it on their own personal screen.
TelevisionPost.com had earlier reported that Star will telecast the ICC world cup in multiple regional-language feeds to deepen penetration with a specific focus on South India.
Pertinently, Star had aired the inaugural edition of the Indian Super League (ISL) in five languages Hindi, English, Malayalam, Bengali and Kannada.
The ISL was telecast on Star Sports 2 (English), Star Sports 3 (Hindi), Star Sports HD 2 (English), Star Gold (Hindi), Star Utsav (Hindi), Asianet Movies (Malayalam), Jalsha Movies (Bengali) and Suvarna Plus (Kannada).
The sportscaster has also unveiled its youth-centric campaign, #wontgiveitback, for the upcoming ICC Cricket World 2015. The campaign, the second in a series to promote the ICC Cricket World Cup, will set the stage for an unparalleled marketing blitz that will be unleashed by Star Sports for the biggest-ever sporting spectacle in the country.
According to Star Sports, the #wontgiveitback campaign created by Lowe Lintas + Partners reflects the sentiment among young India cricket fans and perfectly captures their mood as the ‘Men in Blue’ prepare to fend off 13 other teams and defend their title with the war cry—‘Won’t Give It Back’.
The film features the young Team India connecting with their fans on the World Cup. The fans expect them to ‘give it back’ and answer all the challenges head on but not the Cup!
A Star India spokesperson said, “The passion for cricket in this country is second to none and we, at Star, are committed to making the 2015 ICC Cricket World Cup bigger and better than ever. We have a series of path-breaking initiatives in the pipeline ready to be launched in the build-up to the World Cup, across multiple platforms. #wontgiveitback sets the ball rolling and portrays the attitude of this new, young and bold Team India. The campaign connects with the youth in their language, reflecting their attitude and will get the young cricket fans excited about cricket’s biggest and grandest extravaganza.”
Lowe Lintas + Partners national creative director Arun Iyer said, “We wanted to capture the aggressive attitude of the new Indian cricket team. They are a team that gives it back. And given the fact that we are defending champions, we felt ‘Won’t give it back’ was an interesting way to capture this attitude.”
The campaign will be unleashed by a multi-media blitzkrieg across Star network, supported by digital, print, radio and outdoor. It will be backed by digital amplification and an extensive trophy tour—with fans across the country sending their message ‘Won’t give it back’.
India kicks off its title defence on 15 February 2015 when they take on arch-rivals Pakistan. The ICC World Cup will be held from 14 February to 29 March.
Source: Televisionpost.com
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