MUMBAI: IMG Media, the media distribution arm of IMG Worldwide, has launched 24-hour live in-flight sports channel in partnership with electronics giant Panasonic Avionics Corporation (Panasonic).

Sport24, which will be broadcast via satellite, will feature live coverage of the 2012 Summer Olympic Games, The Barclays Premier League, and Bundesliga, The Masters, The Open Championship and the Ryder Cup, Formula 1, Roland Garros and the Australian Open.

Gulf Air, Bahrain‘s national airline, is initially offering Sport24 on its ‘Sky Hub‘ which is currently available on A330 aircraft that fly long-haul and on some intra-Gulf routes. There are ongoing discussions with a number of other airlines.

The channel will also be available to cruise liners from 1 March, with Norwegian Cruise Liners (NCL) being the first operator to broadcast Sport 24 on selected vessels.

IMG Media SVP Richard Wise said: "Sport 24 will revolutionise the way passengers watch live sports on Airlines and Cruise Ships. For the first time ever viewers will be able to enjoy the greatest sporting events live while travelling on business or holidaying abroad. Sport fans will no longer have to miss their favourite team, or event on this new dedicated sports channel."

Panasonic Avionics Corporation VP global communication services David Bruner said, "The launch of the Sport 24 channel is a momentous occasion not only for Panasonic‘s eXTV service but for all of the in-flight market. The Sport 24 channel represents a major advancement in the in-flight experience for passengers all over the world.?

IMG Media, who already produce a 24-hour Premier League content service for the League‘s overseas broadcasters, has acquired the rights to the various sporting events and programming and will be producing the content within its London production facility.