The paid will cater to the sporting needs of the Indians, Zee Sports Chief Operating Officer Gary Lovejoy said adding, "Its an Indian channel, made by Indians for India."
Punit Goenka, chief executive officer of the channel said, "The sports programming genre has grown tremendously over the last few years with advertisement revenues, currently at Rs 5 billion (Rs 500 crore), and growing at a fast pace."
"What we felt was missing was, content relevant to the average Indian apart from cricket. With that in mind, we aim to bridge gap by providing a programming mix that is entertaining, relevant and catering to our core viewer base," Goenka said at the function to mark the launch of the channel.
He said the channel was world class with an Indian soul and its programming would address issue and interest of Indian sports.
In the long run, he added, the channel will work as an incubator and help in the development of various sports in the country.