ESS Launches Malaysian Sports Entertainment Series

December 9, 2009 World Screen

MALAYSIA: ESPN STAR Sports (ESS) is to launch Malaysia’s first sports entertainment program on STAR Sports, the weekly magazine show MyEG Xtra Time.

Kicking off December 10 at 10:30 p.m., the magazine show covers the latest news surrounding famous sports personalities, with topics outside the sporting arena, including fashion trends and faux pas and dating affairs. Presented by Fazura and Marion Caunter, the series will focus on athletes as celebrities, providing off-the-field gossip, fashion-centric content and stylish presentation. MyEG is a title sponsor of the show, and its sponsorship aims to promote online government services.
 
Hasnan Hassan, the director of business development and advertising sales at ESPN STAR Sports, commented: “MyEG recognizes that being associated with sports can help extend and strengthen their brand visibility in Malaysia. As Asia’s top sports content provider, we not only look at creating better experiences for our viewers but also for our clients. Our partnership with MyEG is another example of our ability to develop customized media solutions that help meet our client’s brand objectives and create a deeper connection between the brands and viewers.”
 
“Sports are often associated with football and men,” said TS Wong, the managing director for MyEG Services Berhad. “With its blend of sports entertainment news and fashion, MyEG Xtra Time is the perfect platform for us to reach out to female demographics in a lively and entertaining format. With Fazura and Marion onboard as presenters, we are confident that this great collaboration between MyEG and ESPN STAR Sports will achieve that goal.”
 
Said Fazura, "Sports is often synonymous with male viewers, but with MyEG Xtra Time’s new concept of sports entertainment, I’m sure we’ll have lots of ladies tuning in as well! Men love sports, but I’m sure they’ll stay glued to the screens with the latest news outside the sports arena—and I’m certain lots of ladies will tune in as well with the gossipy nature of the show!”
 
Caunter added: “The concept of MyEG Xtra Time is the first-of-its-kind in Malaysia and I’m looking forward to delivering all the latest sports entertainment news, fashion nuggets, updates on the dating scene of sports celebrities, and all the off-the-field drama! I think the experience that we have as VJs will definitely add an entertaining spin to the show.”