ESPN HD's grand slam launch

ESPN STAR SPORTS   ASTRO   HD   MEDIA   SPORTS MARKETING

• ESPN STAR Sports to launch ESPN HD on Saturday
• Australian Open finals the backdrop for HD launch
• ESPN HD part of Astro B.yond
• Australian Open 2010 shows solid ratings
  

Malaysia - ESPN HD launches this Saturday with the conclusion of Tennis' Australian Open Grand Slam and the BPL showdown between Manchester United and Arsenal billed as the star attractions.

ESPN HD will be ESPN STAR Sports' first high-definition sports service in Asia and its 19th network.

It is one of five new HD channels to launch on Astro's ambitious B.yond project.

"We look forward to continue working with ESPN STAR Sports to showcase exciting sports content, particularly the exciting BPL action for the current season in HD, and reinforce our position in bringing the best of live global sports to our customers," Lee Choong Khay, head of sports business for Astro, said.

The first HD broadcast begins with the Australian Open women's final on 30 January 2010.

Ratings for the Australian Open 2010 have been solid with a 20% growth in key demographics and a distinct increase in the number of younger males tuning in during the first week of the competition.

With 1.35 million viewers tuning in to the first week of competition, the highest rated Australian Open 2010 telecast has already crossed the 2 rating point amongst males 15-24 and is likely to improve further in the second week.

This year's competition also saw an increasing number of younger males aged 10-24 tuning in, with 18% of the demographic watching the action. This represents a 22% increase over the first week of competition for the 2009 Australian Open.

ESPN STAR Sports were quick to point out how the stats prove Malaysian sports fans watch more than football.

This year's sponsors of the on-air broadcast of the Australian Open 2010 are Rolex (presenting sponsor), KIA (associate sponsor), and ANZ Bank (associate sponsor).

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