IMG Launches Fuel Network In Asia

BMX-RacingIMG’s media arm is launching a version of Fox’s Fuel network in Asia, focusing on action sports such as surfing, snowboarding and BMX. The company said EDGEsport, targeting young adults, will offer events, as well as biography-type and lifestyle programming, with the network in HD.

IMG said it has distribution deals in China, Hong Kong, Taiwan and Malaysia using pay-TV cable and satellite methods in addition to IPTV. Mobile simulcasting in Asian markets -- where there is heavy smartphone penetration -- is on the radar screen, as is online platforms.

Graham Fry, who leads global sports production for IMG Media, stated: "Action sports already has a young dedicated following, and we see huge growth potential in this genre.”

One genre Fuel apparently will have that EDGEsport won’t is mixed martial arts. Fuel picked up Ultimate Fighting Championship programming as part of a broader News Corp. deal. Fuel is owned by News Corp.

Fuel is in about 36 million homes in the U.S., which should grow with the UFC. It is also available as a network in Australia and Europe. Its programming is in other countries, but IMG may be trying to lock up a presence in the Asian market with 24/7 programming.  

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