Asian Tour, IMG pairing expands TV audience
With Asian players increasingly making their way into PGA Tour events and major championships, they’re gaining more air time on U.S. broadcasts.
Expect their TV exposure to increase even more, here and around the world, as the Asian Tour bolsters its broadcast agreements.
Thanks to a partnership with Golf Channel, the Asian Tour will have the potential to reach new audiences in North America, Latin America and Japan. With the addition of these territories, the Asian Tour’s programming will be delivered to more than 130 countries with a total reach in excess of 420 million households.
The new agreements are managed by Asian Tour Media, a joint venture between the Asian Tour and IMG. The two parties announced in late 2010 that they were teaming up for an initial 12-year agreement. Their alliance is modeled after the European Tour Productions – another joint venture between IMG Media and the European Tour. The ultimate goal is to accelerate the delivery of live broadcasts of all Asian Tour events. Asian Tour Media is managing all television production and global distribution.
Asian Tour Media agreements include partnerships with: Sky Deutschland; OSN in the Middle East; Group AB in France and My TV in Vietnam. Other major broadcast partners are: Fox in Australia, Sky Sports in the United Kingdom, Guangdong Golf Channel and CCTV in China, ESPN in India, Fox International in the Middle East, JGolf in Korea and Viasat across Scandinavia.
“The standard of the Asian Tour has increasingly grown over the years and we look forward to giving golf fans in the United States, Canada, Latin America and Japan the opportunity to watch Asia’s elite golfers,” said Kyi Hla Han, the Asian Tour’s executive chairman.