In August 2010, Zee Entertainment Enterprises Ltd (Zeel) has launched Ten Cricket, a 24-hour sport channel dedicated to cricket. The channel covers international cricket in Sri Lanka, South Africa, Pakistan, West Indies and Zimbabwe. Ten Sports or Taj Entertainment Network is a sports channel, hugely broadcasted in Asia. Its key programming consists of cricket, football and sports-entertainment shows viz. WWE.
Ten Action+ is a channel with a difference. From their programming to presentation one will see the difference. They aimed to find the hidden wonders in India's villages and towns, and showcase them to the country along with their struggles and travails. At Zee Sports, it has always been about showcasing sports and sportspersons from India, being India's first private sports channel. It also acquired the telecast rights of the Afro-Asian Cup for the Indian subcontinent in the year 2005.
Ten Action+ is a sports channel which is mainly dedicated to football. It has also signed a 10-year deal with the AIFF to cover all Indian games and it plans to entice more viewers by offering a much slicker product. The channel wants to cover football with up to 13 cameras, whereas previously the rights holder in India had gone down to four or five cameras, which simply was not good enough. Ten Action+ is committed to popularizing Indian league and national football throughout the country. Zee Sports continues to make efforts to show domestic football in a manner, which is exciting, interactive and television friendly. ICC Cricket World Cup The coverage will involve more cameras, more replays, new commentators and a new graphic look. Zee Sports would also be conducting its studio programming from the stadium. The channel exclusively broadcasts UEFA Champions League, Europe League, Scottish Premier League, Serie A and the Spanish La Liga to South Asia.
Ten Action+ has access to certain BCCI matches. It also has the rights to Indian football, Davis Cup, WTA, Italian Serie A. Considering the channel does not have landing rights in certain countries in West Asia such as Pakistan, and it gains access to new markets and territories through its association with Ten Sports. The channel also launched a two and half hour show called Football Cafe, which is meant to educate viewers about Indian football. At the same time it also tries to build player profiles, talk about the various football clubs of India, their heritage and so on. The channel airs news and shows on sports targeted at the youth and shows live cricket, football, tennis, motor sports, boxing, beach volleyball and snooker. Zee Sports airs various sports entertainments like 22 Yards, Sports Sundae, Sports Cafe, English Premier League Classics, Cricket Replay, Cricket Firsts and Football Cafe.
TEN Action+'s promo song is "Let Me Hear You Scream" by Ozzy Osbourne. TEN Action+ has a show name C2K (Countdown 2 Kick-off) before every match. It is hosted by Joe Morrison.