High Definition telecast of DLF IPL 2010 only on MAX!!

MAX associates with Sun Direct for the HD platform

MAX, India’s Premium Hindi Movies and Special Events channel and the official broadcaster of the DLF Indian Premier League (IPL), will now bring home the real cricket experience – big, bright and bold, with its DLF IPL telecast in High Definition (HD) format on the Sun Direct platform from March 12 onwards. This is for the first time in India that the country’s most enthralling sports extravaganza will make its appearance in High Definition TV format.

Living up to the brand value of innovation and passion that MAX has always stood for, they have forayed into this alliance with Sun Direct for the HD format, with a live feed free of any advertisements, giving viewers the blissful and much desired experience of a live match, uninterrupted! Further, the HD telecast is combined with Dolby Digital sound and 16:9 picture ratio. With this combination viewers will have the most spectacular in-stadium experience than ever before.

The magic of technology will leave viewers spell bound as they watch the DLF IPL 2010 on MAX through the Sun Direct platform. Talking on this momentous occasion, Mr. Man Jit Singh, CEO, Sony Entertainment Network said, “This is an exciting development in the Indian television industry and we are privileged to be associated with the country‘s only HD TV player, Sun Direct who has taken a leadership role here. HD broadcast will give a unique and new world class experience to millions of passionate cricket lovers in India”.

Lalit Modi, Chairman and Commissioner, IPL, on the initiative taken by the IPL’s official broadcaster – MAX said, “I am happy that our broadcast partners MAX will be delivering the high-octane action of IPL 2010 in HD, starting with tonight’s opening match between the Deccan Chargers and Kolkata Knight Riders. This decision demonstrates MAX and Sun Direct’s
commitment to providing the highest quality broadcast. In partnership with the IPL, they are setting the benchmark for others in India to follow. Given the multiple delivery platforms that IPL 2010 is now available on, our global fans have a plethora of choices to select the most exciting viewing experience.”

On this occasion, Tony D Silva, COO, Sun Direct said “We are delighted to give our customers vastly differentiated world class entertainment. Being pioneers and the only HDTV player in the country, the onus is on us to shift the entertainment gestalt in the country”.

Keeping in mind the sentiments of millions of passionate cricket lovers in India, MAX will telecast the matches in HD format on Sun Direct’s DTH platform that maximizes the potential of high-definition technology, resulting in an audio and visual experience that is richer, deeper and more panoramic than standard definition viewing. MAX will telecast these matches for the first time continuously for the entire duration without any commercial breaks.

HDTV is considered as one of the world’s best digital broadcast platforms with a higher resolution than traditional television system. The images and pictures appear more clear and sharp and sound quality is also enhanced. HDTV will improve the viewer experience by about 5 times over a regular television.