Officials from Electronic Arts have announced a new collaboration with cable television network ESPN STAR Sports to create a new video games related program named “Game” for Pan-Asian audiences. ESPN STAR Sports is a joint venture between ESPN and Asian network STAR TV, offering customized television feeds in five different languages for countries including China, India, Australia, New Zealand and Southeast Asia. The show debuted on April 18th, on STAR Sports in Southeast Asia, Singapore, Asia and Hong Kong. The program will also feature on STAR Sports India and STAR Sports Taiwan, before being launched on the ESPN network in the Pacific Rim. The new 30 minute weekly program is presented by existing STARS Sports female presenter Drinie Aguilar, with news, reviews and event reports from around world. Despite the collaboration with Electronic Arts the show’s content is described as being “incisively, objectively and energetically presented”. The show will also focus on professional gaming, which is particularly popular in many Asian countries, with stories about top “athletes” and match-up simulations predicting the outcome of real-world situations using Electronic Arts various sports titles. Non-sports titles, including those from other publishers, will also be featured. “We are very enthused about the launch of this new program”, said Jon Niermann, president of EA Asia Publishing. “EA and ESPN are already partnering for in-game integration of ESPN broadcasting, and this pan-regional initiative in Asia Pacific will go a long way to help grow our blockbuster EA SPORTS franchises among Asian consumers and raise visibility for the brand.”