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SINGAPORE -- ESPN Star Sports introduced a dedicated commercial stream featuring local advertisers in the Philippines May 1, the sports broadcaster's fourth feed in Asia alongside ESPN Taiwan, ESPN India and ESPN Asia.

The 24-hour ESPN Philippines feed will broadcast daily with programming reflecting the viewing habits and preferences of Filipinos, such as NBA and NCAA basketball; billiards/pool/snooker; baseball and bowling.

"This is part of our customization strategy to bring our brands closer to our viewers. We have done this in India and Taiwan and the returns in terms of brand equity and consumer loyalty are very apparent," said ESPN Star Sports Managing Director Rik Dovey in Singapore, who called the new feed a "win-win situation for viewers, platform operators and advertisers."

ESPN Star Sports is a 50-50 joint venture between ESPN Inc. and Star, News Corp.'s multimedia division in Asia. -- Normandy Madden

Copyright May 2001, Crain Communications Inc.

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