Extreme E widens broadcast reach in Kazakhstan with Insport
The Ocean X-Prix at Lac Rose, Senegal. Photo by Charly Lopez/LAT Images
Insport, Kazakhstan’s premier sporting TV station, is set to broadcast all of Extreme E’s 2021 X Prix events live as well as race highlights, review, preview and magazine shows – in Kazak and Russian – on its pay-to-view channel. In addition, audiences in the region can enjoy Extreme E’s full season coverage on its digital platform, www.insporttv.kz.
Kazakhstan, like many parts of the world, has its own environmental issues, including the need to improve energy efficiency and address air, soil and water pollution, much of which is now being helped by the nation’s increased adoption of electric vehicles (EVs). In the first half of 2020, Kazakhstan’s auto-industry, despite the COVID-19 pandemic, showed a significant upward trend in new EV vehicle sales with a 60% share of the domestic market shunning fossil-fuelled motors in favour of electric mobility. In line with this, Kazakhstan continues to improve its EV infrastructure as well as introducing measures to make the use of green cars generally more appealing. As of today, there are now 50 charging points in the capital, Nur-Sultan alone.
Ali Russell, chief marketing officer at Extreme E, said: “Insport is well-known as one of Kazakhstan’s top sporting channels so we are delighted that it will be broadcasting Extreme E’s exciting racing concept as well as airing the vital environmental cause behind the series.
“Kazakhstan’s concerns about the detrimental effects of carbon emissions are clearly demonstrated by the increasing popularity of electric vehicle usage among the population, which is great to see. As electrification is one of Extreme E’s key pillars, we are really pleased to be bringing our unique and thrilling racing package to audiences here. I’m more than confident that viewers will fully engage not only with the racing but with the wider storytelling around electrification and the need for us all to take care of our planet.”
Iliya Pustogachev, director of TV channels Insport and Inhockey, said: “Co-operation with the new racing series Extreme E is a new experience for us and is especially valuable because it is not just a sports competition, but also an attempt through sports to convey to fans the importance of solving environmental problems all over the world, and I hope in Kazakhstan.
“Extreme E is a top-class organisation and a thrilling sight to behold, with experienced racers geographically spanning exceptional locations on our planet. Some of our viewers wrote to us after the first event and could not believe that electric vehicles can withstand such difficult conditions. Many today also cannot believe that a person is able to stop global weather changes on Earth. But, according to the proverb ‘The road will be mastered by the one walking’, until the world begins to move towards positive environmental changes, there will be no opportunity to improve the quality of life on planet Earth. We are glad that by starting a co-operation with Extreme E, together we can make our feasible contribution to promoting the ideas of environmental development in Kazakhstan.”
Extreme E has already delivered three events this year. The championship’s next X Prix – the Island X Prix – takes place in Sardinia, Italy, from 23-24 October.