Singapore – ESPN STAR Sports’ coverage of the 2010 Masters Tournament reached 40 percent more cable viewers aged 4+, as compared to the 2009 edition. According to Kantar Media, 40% more cable viewers aged 4+ in Singapore tuned in to ESS’ broadcast of the Masters 2010 and its repeats. Over the four days of competition, more viewers (4+ and male PMEBs) watched the tournament than all the programmes for 24 hours a day on any of the regional news channels, including BBC, CNBC Asia and CNN. Alienware has signed up as regional broadcast sponsors for ESS’ original videogame programme, GAME and ESS’ live NBA broadcasts. GAME is ESS’ weekly delve into the pixilated world of videogames hosted by Mizzie. Each episode is a thrill a minute, rollercoaster ride featuring the latest news and reviews. The sponsorships mark the first time that ESS and Alienware are working together to leverage the network’s Asia-wide footprint to raise awareness of its range of Alienware notebook and personal computers in the region.