fter �courting� controversies and being in the news for all the wrong reasons , ZEE Telefilms finally launched its sports channel, ZEE Sports, on June 8, after five weeks of test run. The channel will be distributed as a part of the ZEE Turner bouquet and will be broadcast on PAS 10.

Touted as a channel "for the Indians and by the Indians", ZEE says it will focus on local programming. Says Gary Lovejoy, chief operating officer, ZEE Sports, "We have positioned ourselves as world-class sports channel with an Indian flavour. Viewers will enjoy traditional sports with the aid of new technology." The channel says that its main aim is to take sports out of the event-led viewing pattern and promote it as a leisure viewing experience. Says Punit Goenka, chief executive officer, ZEE Sports, "Apart from cricket, there is very little on Indian television that is relevant to the average viewer. We aim to bridge the gap by providing a programming mix that is entertaining and relevant, something that caters to the demands of our target audience, the youth of the country."... more