A new 24-hour action sports channel is arriving in the Asian market. IMG Media is launching EDGEsport, which is aimed at young, active adults. The channel will feature skiing, snowboarding, surfing, motocross, BMX, and skateboarding. It will also include films, documentaries, athletic profiles and biographies, lifestyle programming and magazine shows relating to action sports. “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,” Graham Fry of IMG Media said.
Asia has been the host of some of the coolest events of the last few years, like the Red Bull Holy Ride last November. China began hosting the Red Bull Nanshan Open in 2002, and is now a 5-star event and the largest Asian event on the TTR tour. Meanwhile, in Korea, Burton Snowboards partnered with leading fashion company LG Fashion last April to distribute snowboarding attire under the Burton name, showing one of the many ways that action sports are blowing up in Asia right now.
Shaun White was in China last December as the global ambassador for Oakley, presenting Air + Style Beijing:
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For more about EDGEsport, go here