New Action Sports Channel Arrives in Asia

NEW YORK: IMG Media has launched the 24-hour premium action sport channel EDGEsport in the Asian market.

The channel, aimed at the active and athletic urban young adult, will feature sports such as surfing, snowboarding, BMX, mountain biking, skateboarding, skiing, Supercross, freestyle motocross and wakeboarding. EDGEsport will also feature films, documentaries, athletic profiles and biographies, lifestyle programming and magazine shows. The entire lineup is in HD.

Adam Kelly, the marketing director for IMG Media, said, “We are investing in action sports as we see the long term potential in this area. Our belief is that with the right approach and development this content will deliver the audiences of tomorrow for sports channels and platforms around the world. EDGEsport will help deliver the exposure needed for our clients to develop their distribution initially in Asia and then in the rest of the world.”

Graham Fry, the managing director for sports production worldwide for IMG Media, added, “Action sports already has a young dedicated following and we see huge growth potential in this genre so we are delighted to be offering this 24-hour channel. It’s also an exciting new challenge for our team based in Singapore who are responsible for the output.”