ESS' EPL is watched by "80% of cable viewers"

ESPN Star Sports has announced that UK land wholesaler Profitable Plots has come on board for India coverage of the English Premier League. Profitable Plots will be an associate sponsor for the magazine show Malaysia Airlines Football Extra in the current EPL season, as a well as the upcoming 2006/2007 season which kicks off in August 2006. The show is broadcast on Sunday mornings with highlights from the previous day’s EPL action, interspersed with comments, phone-ins and email reactions from Asian supporters.

In addition, the company will be the presenting sponsor of ESS’ Goal of the Week competition during the 2006/2007 season. Each week, the contest will be promoted online and on-air on Football Focus, Here We Go, Goals! and Premiership Saturday. Football fans will then be invited to vote for their favourite goal in the Profitable Plots Goal of the Week competition.

According to ESS, its coverage of the EPL has scored its own goals "by becoming Asia’s most watched sports programming". Compared to viewers in England, sports fans in Asia get to watch ten matches each competition week, most of them live. The rest are on a quick turnaround and are accompanied by a line-up of programming that covers predictions, highlights, news and information as well as pre- and post-game analysis. "By the close of the season in May 2006, sports viewers in Asia would have seen up to 380 league matches on the two channels."

The channel claims that across Asia, more than 138 million viewers watched its coverage of the English Premier League during the 2004/2005 season. That represented 80 percent of cable viewers in the region. Another 60% enjoyed the action out of home. (Source: Infosys Singapore, Tam India, Nielsen Taiwan Telescope, CSM China).

A representative of Profitable Plots told Indian Television that by associating English Premier League football "with our own English Premier Land investments we can continue our growth and brand awareness".