FOX International Channels (FIC) will implement a wide-scale upgrade to its FOX Sports Asia network from 15 August.
The change will see the network rebrand its portfolio of channels which currently include FOX Sports, FOX Sports Plus HD, STAR Sports to FOX Sports, FOX Sports 2 and FOX Sports 3 respectively.
This change will take effect in all countries across Asia where FOX Sports network channels are available, with the exception of China and South Korea where the STAR Sports brand will be offered.
Having FOX Sports, 2 and 3 aligns Asia with the US and the rest of world.
FOX Sports has also invested in multi-language commentary across all its key broadcasts. The channels will now be available in English, Cantonese, Mandarin, Bahasa Indonesia, Bahasa Malaysia and Thai.
The network is also investing in producing pre-and-post shows on-the-ground. In addition, FOX Sports will also have a brand new state-of-the-art 1500 square feet studio in Singapore with a video wall and 95 inch touchscreen and a new 1100 square feet virtual studio.
Joon Lee, EVP of content & communications for Asia and the Middle East, said since taking over ESPN STAR Sports in 2012 and relaunching FOX Sports in 2013, the vision has always been to shake things up and change the sports broadcasting paradigm is this region.
"Sports viewing is surprisingly relatively low across Asia but those who do watch are passionate sports fans. Our aim is to service those die-hard fans but also open up sports viewing to new audiences in a big way.”
“In less than two years since we brought the FOX Sports brand to Asia we have made strides in improving the product through better content, availability on multi-screens.
"Now, we’re ready to take the brand to the next level and really invigorate the excitement, entertainment and just pure enjoyment of watching sports amongst traditional and new viewers in Asia.”
Lee took on the dual role of EVP of content & communications for APAC & Middle East and managing director of FIC’s overall business for Hong Kong & Southeast Asia team in April this year. Meanwhile Fox International Channels (FIC) announced the launch of Fox Sports across Asia in 2013 following News Corp’s acquisition of ESPN’s partnership interest in ESPN STAR Sports (ESS) in November 2012.