By A Correspondent

SONY SIX has announced the launch of the Hindi feed for their premier wrestling entertainment property – Total Non-stop Action (TNA).  Starting 6^th June, 2015, every weekend at 9pm, the channel will air 2 hours of the best of wrestling entertainment in Hindi across India. The announcement comes as a major development in response to the growing popularity of Mahabali Shera, the first-ever Indian wrestler on TNA. This announcement also marks a significant investment by SONY SIX towards the growth of wrestling programming across the Indian market.

The televised show hours will be encapsulated under the branding ‘Shera ki Kahaani’ that will feature India’s very own Mahabali Shera aka Amanpreet Singh and follow his storyline right from his entry in TNA, a major step forward towards bolstering Shera’s following in the country. The development follows the recent announcement of TNA and Sony SIX having signed a long-term deal that will make the channel the exclusive home for all TNA-based content until 2022.

To garner viewer interest, the channel has initiated an on-air campaign, including promos inviting viewers to catch his story exclusively on SONY SIX. Through this initiative, the channel aims at expanding their current programming reach amongst the vast Hindi-speaking population which also follows combat sports keenly.

Prasana Krishnan

Speaking on the announcement, Prasana Krishnan, Business Head, SONY SIX and SONY KIX commented, ‘‘We are really excited to announce the launch of an alternative language feed for TNA as with this initiative we move into the next phase of expanding the popularity of TNA in India. This endeavour aligns with our commitment to constantly innovate and offer localized content to appeal to the taste of our Indian viewers. Shera’s introduction has managed to further Brand TNA in the country, and now with the launch of local feed, we aim to further expand the sampling of the sport amongst the mass viewership demographic in India.”