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Trace Sports to kick off in June.


French TV group TRACE has announced in Cannes its international sport celebrity channel TRACE Sport, the first one of its kind, to be launched in June 2011.

A pre-launch phase will begin in May in Asia, showing 70 % of TRACE’s programmes and on its launch day in June, it will be offered into 30 countries.

A distribution agreement has been signed with Multichoice/DStv in Sub-Saharan Africa. In France, TRACE Sports will go to IPTV platforms and Numericable. “The objective is to reach 50 million households within three years”, Trace President Olivier Laouchez explained.

Targeting the 15-49 year demographic, the new channel will be carried into 8 languages and will not offer any sporting events but documentary, infotainment and profiles of sport celebrities. It will start with a €10 million budget, with 60 % going to contents, as 70 % of them will be produced in Native HD. Ad-free, the new channel model will be based on distribution, sponsoring and branded content.