senior executive vice-president business head, Sony Aath

August 30 [Sat], 2014, 13:26
Tushar Shah, senior executive vice-president fifa ultimate team coins business head, Sony Aath, says: "The state's passion for football is not unknown. Now, if people get commentary in their own language, it helps them enjoy the game more and we as a channel get to broaden our viewer base - add to that some Bengal-specific sponsors we attract."

Prasana Krishnan, senior executive vice-president & business head of Sony Six, feels Sony Aath has been a hit for the network. "This World Cup is important for us, not only because it is the biggest football event but because this is the first of the four big football properties we have acquired rights for. Our bullishness for the Bengali feed and the success of the strategy proves that regional in India, especially for sports, means languages other than Hindi. And there are markets that can be explored and utilised to their full potential," Krishnan says.