M&C Saatchi Singapore has won the ESPN Star Sports business from Bates
and will be creating a regional campaign starting in July to promote its
coverage of the English Premier League. ESPN, which acquired the
free-to-air and pay-TV rights in Asia earlier this year, is looking to
translate football's popularity into a higher subscriber base. Viewers
will be able to see highlights via free-to-air stations, but those
wishing to view the full coverage will have to subscribe to pay-TV.
