Fox Sports to rebrand TV channels in Asia

Pay-TV network Fox International Channels (FIC) is rebranding three of its sports channels in Asia – Fox Sports, Fox Sports Plus HD and Star Sports.

From 15 August they will be known as Fox Sports, Fox Sports 2 and Fox Sports 3 across Asia, with the exception of China and South Korea, where the Star Sports brand will remain.

“Since we’ve taken over ESPN Star Sports in 2012 and relaunched it as Fox Sports, our vision has always been to shake things up and change the sports broadcasting paradigm is this region,” said Jon Lee, executive VP of content and communications for APAC and Middle East, Fox Sports Asia.

“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.

“We can only start to change the way these audiences think about sports viewing by doing things differently, like making sports more accessible through offering the content in as many local languages as possible, and making it more relevant by bringing to screens in each country across Asia sports that are locally popular,” added Lee.

The channels Fox Sports News and Fox Football Channel HD, as well as non-linear channels Fox Sports Play and Fox Sports Mobile, will all remain unchanged, Rapid TV News reports.