BREAKING. Trace Sports on DStv changing the channel's name to Trace Sport Stars; wants to lure more female viewers.

Trace Sports on DStv on channel 188, the general sports entertainment channel covering the celebrity aspect of international sport stars, has rebranding as Trace Sport Stars.

The Trace Sports to Trace Sport Stars name change which will be rolled out globally, was effected on 19 June on MultiChoice's DStv satellite pay-TV platform, although the Trace Group didn't talk about and communicated the name change of the brand or gave any advance warning to the press.

The Trace Group for the first time informed the press about the name change of Trace Sports to Trace Sport Stars in South Africa on Wednesday evening 3 July - exactly two weeks after it happened.

The Trace Sport Stars name change implemented by the Trace Group starts in South Africa and Africa on DStv and in the United Kingdom on Sky and will be staggered around the world for the rest of the 130 countries where Trace Sports has carriage agreements with pay-TV operators.

Besides the name change to Trace Sport Stars, the logo is also undergoing a modification with the addition of a gold star. The name and image change of the channel comes just over a year after Trace Sports launched on DStv on 17 April 2012.

"The brand evolution reflects the editorial move to give the channel a stronger focus on stars and sport celebrities," says Trace Sport Stars.

"Together with the new brand, Trace Sport Stars is also introducing new programmes made by international award-winning producers," says the channel.

"This brand evolution starts in two of our key markets, Africa and the United Kingdom," says Olivier Laouchez, the CEO of the Trace Group which also supplies channels such as the music channel Trace Urban to MultiChoice's DStv satellite pay-TV platform in South Africa and Africa.

"The addition of the 'Stars' component in the channel branding and the launch of new programmes will give us access to a larger, younger and more female audience," says Olivier Laouchez.

"This move will help us maintain our unique competitive advantage in the pay-TV market, providing the very first and best sport entertainment network."

Trace Sports tracking Oscar Pistorius' fall from grace from hero to murder suspect in Fighting Spirit, Thursday at 22:45.

Trace Sports (DStv 188) is following the fall from grace of Oscar Pistorius who shot and killed his girlfriend Reeva Steenkamp on Valentines Day from sports hero to murder accused in Fighting Spirit Thursday night, 20 June at 22:45 (South African time).

The Oscar Pistorius episode of the documentary strand  will be repeated on Trace Sports on Sunday 23 June at 19:30 and again on Wednesday 26 June at 15:15.

Trace Sports says the Fighting Spirit episode helps viewers to "piece the puzzle together to find out what happened that night". "Discover how Oscar Pistorius fell from grace and sank into the depths of hell."

Trace Sports followed Oscar Pistorius when he was still training for the London 2012 Olympic and Paralympic Games. At that time he opened up to Trace Sports about his childhood, his values and his sport.

Winner's Circle coming to Trace Sports from Saturday, showcasing the lifestyles of the world's most famous soccer players and athletes.

Trace Sports (DStv 188) is starting a new weekly programme, Winner's Circle, from Saturday 18 May at 21:30 (South African time) showcasing the lifestyles of some of the world's most famous soccer players and athletes.

The BBC presenter Duane Jones is the presenter of the new half hour show which will have 10 episodes.

In the 10 episodes Duane Jones will visit and interview England's Ashley Young, Theo Walcott, Darren Brent and Daniel Sturridge, Chelsea FC defender Cesar Azpilicueta and Aviva Premiership heavyweights Saracens rugby team.

In Winner's Circle Duane Jones tags along from training grounds to stadiums, golf courses and even into the athlete's favourite restaurants.

Winner's Circle will visit some of the most famous soccer grounds taking viewers close to the action than ever before with exclusive guided stadium tours from the players themselves. The show will reveal what happens behind the dressing room door - how players prepare for a big game, celebrate a victory or recover after a defeat.

"The vision of Winner's Circle is to provide a new generation of sports fans with the opportunity to get closer to the personalities of the most famous athletes than ever before," says Duane Jones. "The show does exactly that, it takes an exclusive look into the personal lifestyles of the most sought after athletes."

"Winner's Circle is a unique programme concept in the world of sporting celebrities and will provide our viewers with the opportunity to get to know their favourite sports stars up close and personal away from the bright lights of stardom," says Laurent Dumeau, the CEO of Trace Sports and the senior vice-president for distribution for Trace channels.

"The show also marks the start of a new string of exclusive and engaging content coming to Trace Sports this year."

Trace CEO Olivier Laouchez jetting into South Africa again next week; now visiting SA monthly.

You're reading it here first. 

I can reveal that Olivier Laouchez, the chairman and CEO, of Trace is once again jetting into South Africa next week.

Trace runs the channels Trace Urban (DStv 325) and Trace Sports (DStv 188) on MultiChoice's DStv pay-TV platform.

Olivier Laouchez will have some meetings, as well as do an industry presentation next week of Trace's innovations within the music, sports and mobile industries in Africa.

Insiders tell me that Olivier Laouchez now regularly visits South Africa.

"He travels a lot around Africa as well but I would say he spends about two weeks every month at the South African offices," I'm told.

Olivier Laouchez is of course a very busy man and clocking up the frequent flyer miles.

The highly-successful Trace Sports channel keeps signing carriage agreements around the world on an extremely fast growing list of pay-TV providers.

Former SABC sports anchor Walter Mokoena to return to television as the South African correspondent for Trace Sports for Afcon 2013.

Walter Mokoena, the former SABC sports presenter and sports anchor is making a "comeback" of sorts to television - he has signed a contract to become the South African correspondent for Trace Sports (DStv 188) for Afcon 2013.

Walter Mokoena will be sharing his soccer expertise with viewers between 18 January to 10 February.

Trace Sports plans to programme four evenings of special 2013 Afcon coverage ranging from gossip about the tournament to predictions and insiders' info.

E! Entertainment's 'new' on-air look in South Africa - white, black and blue - seems as if its ripped-off and copied from Trace Sports.

E! Entertainment (DStv 124) which implemented its "new" on-air look today for South Africa comes across to me as having been ripped-off and copied from the look of Trace Sports (DStv 129) which South African viewers have seen already.

Above is an intertile and promo board for the entertainment news and lifestyle channel's E! News. 

Below is an intertile and promo board for the sport entertainment and sports lifestyle channel's Top Gossip.

By the way, E! Entertainment and Trace Sports are two different TV channels, if you are maybe confused.

E! Entertainment now uses a new colour palette consisting of primarily white, black and baby blue, as well as white, black and orange for its on-air look - and strikingly in very much the same way as Trace Sports to which South African viewers have now had access to for months.

Oh, and don't forget about MTV Base (DStv 322). Yep - black, white and blue look. It's so funny that E! Entertainment is now the third TV channel seen in South Africa in these exact same colours.

You can see how the "new" E! Entertainment looks very derivative of what South African viewers on DStv have already seen.

BLADE RUNNER. SA athlete Oscar Pistorius profiled on Trace Sports on Monday 23 July at 21:05 in Fighting Spirit.

South Africa's athlete Oscar Pistorius who will be competing in the 2012 London Olympic Games will be profiled on Trace Sports (DStv 129) this coming Monday 23 July at 21:05 in Fighting Spirit.

In Fighting Spirit, the so-called "Blade Runner" looks back at his beginnings and his journey overcoming adversity to become a sports champion. As a South African athlete he is the "fastest man on no legs" and the first one to compete against able-bodied athletes.

INTERVIEW. TRACE Sports CEO Olivier Laouchez: 'We give viewers the opportunity to get to know their favourite champions better.'

The brand-new TRACE Sports (DStv 129) channel launched in South Africa at the end of April, bringing a great new addition and a unique concept - sportainment - to South African viewers as the channel is being rolled out aggressively all over the world.

I asked Olivier Laouchez, the chairperson and the CEO of the TRACE group responsible for this new channel, more about TRACE Sports - and he shared some fascinating and insightful answers with me.

The global roll-out of TRACE Sports has been nothing short of extremely remarkable. Nobody's said it but in terms of a new channel launch, TRACE Sports must be the fastest acquired new TV channel globally by operators if one looks at the very quick rate in which TRACE Sports landed on platforms from Europe, Asia, Africa and the Americas. 
Is this because of management, or because platforms instantly recognised the unique and appealing format and value proposition of this channel?
I believe that TRACE Sports' quick success can be explained through the fact that the channel is unique on the market. Sports people are not just athletes anymore: they inspire us. What we have realised is that "traditional" sports channels are either focused on live events or on giving news related to sports competitions results.

With TRACE Sports we give viewers the opportunity to get to know their favourite champions better, with a more intimate approach. We also give the opportunity to share their messages and commitments with their fans. In short, TRACE Sports starts where other sports channels stop and TRACE Sports stops where other sports channels starts. This is why many pay TV operators in many different countries were so excited in offering a complementary offer to their sports fans.

Furthermore, 2012 is a very important year for sport; the Euro will take place in June and everyone around the world is excited for the Olympics in July and August. There is also the Afcon taking place in South Africa in January 2013. So obviously, it is not a coincidence that TRACE Sports is launching in so many countries in 2012. TRACE Sports proposes unique and exclusive content with many of the sports starts that will shine during these great competitions. Many platforms that will broadcast these events live were seduced by the possibility given by TRACE Sports to create a unique emotional connection between the players and the fans. Once you know the real lives of sports stars, you are more likely to switch on your TV to watch them perform live.

TRACE Sports is a wonderful fusion of the world of sports with infotainment and entertainment. How did the concept come about initially?
Sports content is a major driver to generate TV ratings and subscriptions. The TRACE brand is already very important in the music entertainment business and many of TRACE music channels loyal viewers are sports stars. Through the direct relation I have with sports stars, I realised they have more to share than their live sports performance. They inspire us, they have great lives, strong messages, committments and visions they want to talk abouot. Obviously, once this is said, the difficulty was to translate it into a 24 hours a day, 7 days a week TV channel.

TRACE Sports wants to get access to sports stars for instance for profiles programmes - for which you have to play a bit nice and be not too invasive. Yet when they mess up you cover that too - for instance their personal lives and divorces. How does TRACE Sports strikes the tone between hero worship but also being grounded in giving the facts but without then losing access, and remaining credible and entertaining?
We promised our viewers behind-the-scenes access to sports celebrities and a gateway to their intimate lives. This includes profile programmes, in which celebrities can share whatever they feel like with us, but this also includes programmes such as Sporty News, covering the latest gossip.

The purpose of TRACE Sports is to satisfy the viewer, who wants to know all about his favourite athlete. Being a bit invasive is not a major issue if we are not "trashy", and if the sports stars are okay to share.  Most of TRACE Sports content is very aspirational, infotainment and TRACE Sports will not be the TV version of some UK tabloids.We all know the News of the World story and we do not want to position TRACE Sports like this.

We do believe that champions have great things to share with their fans, and this is the whole purpose of TRACE Sports. Of course, viewers love gossip and TRACE Sports also covers some of the "verified" gossips about sports celebs - but TRACE Sports' aim is to share a real message, and not simple gossip about champions. And when we consider the great feedback we have had so far in South Africa, it looks like our viewers are actually convinced by this positioning.

How did the on-air look come about and the colours? Why black and blue and white and does it signify anything specifically? The look is very clean, understated and dynamic. How long did the work take in creating the entire appearance and feel of TRACE Sports?
TRACE Sports belong to the TRACE family and shares the DNA of TRACE branding as far as the fonts and on-air look for instance. The blue, black and white colours were chosen because these are very well recognised and identified in the universe of sports. Orange is our corporate colour and the colour of our first music channel, TRACE Urban (DStv channel 325).

We have been working on TRACE's visual and on-air identity with a design and creative agency for the last three years. When I started working in the music business in the 90's, I was already working with the creative team of 360. They are certainly among the best to design a concept around urban music and sports people.

You must have travelled an awful lot globally the past 2 years. What is your vision for TRACE Sports in South Africa but also for the channel globally? Are you done with the bulk of the global roll-out of the channel or how far are you currently with your plans for what and where you want TRACE Sports as a channel to be?

TRACE Sports has been launched just one year ago, so we consider it just the beginning of its global expansion! We are of course very pleased of the fact that the channel is already available in over 70 countries, but this is just the beginning. We are planning to launch in other countries in the next couple of months with more and more localised feeds.

I believe that TRACE Sports has a huge potential and I am confident that it will have as much success as TRACE Urban if we manage to stay fpcused on the two pillars that make a TV channel successful - great content, both local and international and great marketing.

We are working on new quirky entertaining programmes for the channel, and believe me, there will be new shows coming up soon with some South African and the world's biggest sports celebrities.

Anything else interesting?
Because of the importance of sports here, South Africa has been defined as one of TRACE Sports top 5 priority markets and the TRACE group is now allocating significant resources to make more and more South African content with local sports celebs. In order to accelerate this local content generation, TRACE will soon develop partnerships and co-production agreements with brands and other TV broadcasters who share our vision regarding the new generation of sport content.

We have already started producing the show In the Name of Good with a South African presenter Joelle Mayembe. TRACE Sports in South Africa will also benefit from digitaldevelopments we are doing to provide a deeper and richer experience around the sports celebs life through smartphone, PC and tablets.

this sucks BIG TIME. and this REALLY hurts. and if you see me today, maybe for once a hug would be okay.

the biggest thumbs down in years in my book for what I feel is a pathetic lack of the most basic communication from MultiChoice and Trace Sports having the new channel's launch party in Johannesburg on Tuesday night.

i knew nothing.

your communicating with stakeholders - or a stakeholder - me, as a journalist, is possibly the least deplorably bad in this instance, MultiChoice. i really don't know what else to say.

i'm not often emotionally moved. as a hard news journalist i've seen dead people, terrible circumstances; covered horrible stories. so covering television isn't really, on most days, that emotionally moving. it doesn't affect me. i can easily remain detached.

and yet right now i'm extremely upset and full of different emotions and can barely contain myself from anger, disappointment, even resentment, sadness; disbelief.

it's not that I wanted to be invited (although yes, I probably would have loved to be there).

it's that nobody - nobody - could even so much as pick up a phone or write a note to say "hey dude, we know you've actually wrote the most about this subject and this channel and us and for the longest time and most comprehensively, and clearly you are so interested and we just want to say there is going to be a launch party and just want you to know."

i love television. i love my work. i love writing about it and telling every smallest little detail i know and can find out about it. it fuels me.

and it's really astoundingly astonishing and sorry and hurtful and sad that after 13 years of doing this, and hardly ever becoming emotional or getting affected emotionally as a journalist about the subject which i write about and about an industry i care for - that at this very moment i feel as if somebody - MultiChoice and Trace Sports - took a knife and ripped my stomach open.

overly-dramatic? perhaps. emotional? definitely. angry? youbetcha.

tomorrow i'll be fine again.

but how - without being able to help it - do i feel on an ongoing basis when i have to cover or find news, or have to choose between stories, or think of things going forward when i write about Trace Sports on DStv? am i supposed to think and like Trace Sports? am i supposed to think MultiChoice cares about my needs or interests or and how that is going to reflect back in my coverage of their businesses as a journalist?

a total lack of communication from people who want to say they work at media companies  permanently changes you in little ways if you're a journalist. this has now changed me. it will make me in a sense feel less inclined to want to write about Trace Sports. and that attitude won't ever easily change.

whenever i meet people - and boy do i meet a lot of people - and someone mentions Trace Sports in South Africa - gues what story and what kind of story will be always atop my mind to tell.

and it makes me feel that - even though i asked MultiChoice exactly a month ago whether there would be some press or media launch for Trace Sports - that I can't really trust that company to honestly communicate with me, or that as a journalist who keenly covers them, as if i even matter.

i just feel sad.

TOP LOSS. How TopTV lost a top opportunity to get Trace Sports and - through association - enhance the TopTV brand.

Don't believe it next time the South African pay TV provider TopTV says all of the sports rights and sports channels have already been gobbled up by MultiChoice for its DStv platform and wants to lament the "fact" that nothing is actually available.

TopTV was very well aware that the Trace Sports channel - now channel 129 on DStv and broadcast from today - is being created as a new TV channel and that the owners wanted to pursue the the aim of worldwide reach. That meant that the Trace Group wanted to also expand into Africa (and South Africa) at the same time as its global roll-out for the new channel.

TopTV was also aware and was told that the Trace Group from France was looking for a pay TV distribution platform in South Africa and wanted to try and is eager to sign a carriage agreement. And Trace told me they would be open to talk to whoever (and not just MultiChoice) and would be willing to take meetings with anybody when high ranking Trace executives visited South Africa in 2011 and 2010.

I asked TopTV about Trace Sports and The Oprah Winfrey Network (OWN) - both soon to start new TV channels at the same time - and the pay TV operator said they're looking into it.

So, there existed at least the possibility, at least right at the beginning, that Trace Sports could have been a channel on TopTV, but the sport entertainment channel which TV with Thinus scooped months ago is coming to MultiChoice, is now on DStv - and that's where it will stay. Because MultiChoice was quicker to grab it.

Here's the interesting sidenote: Trace Sports, if the TV channel were to have been on TopTV, would have unintentionally - beyond mere content - have helped to actually enhance TopTV from a brand name perspective and to entrench TopTV's "Top" moniker. Why? Well Trace Sports has many branded "shows" or segments and fillers - a lot of it in heavy repeat rotation, meaning viewers will see it often and over and over - and almost all carry the word "Top" in the title.

From Top Games, Top Money, Top Video Games and Top Fan to Top Female, Top Male and Top Gossip, its clear to see how segmented branded content actually carrying the same first word as your own overall brand name, would serve to enhance - and through that repetition - strengthen the 'Top"-form in subscribers' minds. Trace Sports would have been a great fit on TopTV for this reason - but it's not to be.

WHO KNEW? Lingerie football Sexiest Girls (with orgasm sounds), Ronaldo's package and undressed sports specials on Trace Sports.

Little orgasm sounds as sound effects are included to further raise the high production values of Lingerie Football Sexiest Girls. This countdown show with beautiful babes, bouncing, is just one of the shows included on the new Trace Sports (DStv 129) which will start later today on MultiChoice's DStv.

Lingerie Football Sexiest Girls isn't however the only high journalistic effort viewers will be able to find on the brand-new channel which includes profiles of stars from the world of sport, countdown shows around various topics ranging from their cars to their homes and holiday destinations, as well as how much money they make.

Because it's important to know, viewers might want to tune in for shows like Top Female Undressed Specials. What female sports have the flimsiest outfits? (Psst. The Lingerie Basket League gets 4th place.)

In the equal offender stakes - or is it just offsides - Trace Sports also offers introspection of Cristiano Ronaldo's package in shows such as The Sexiest Players in the Spanish Championship.

And how much money does F1's biggest money earners like Jensen Button earn? Trace Sports will count down (or is it up?) their moola.

The pimped out rides of sport champions also don't escaped unnoticed on Trace Sports. Who drives what off of the sport field? You won't believe the wheels (and no orgasm sounds included).

Programming note: Trace Sports will do an Olympic Games themed primetime programming evening on Wednesday 18 April from 20:00.

You're reading it here first.

A day after the new Trace Sports (DStv 129) channel finally launches on MultiChoice's DStv - on Wednesday 18 April - Trace Sports plans to broadcast a ''Olympic Games'' themed evening in preparation of the 2012 London Olympic Games which will take place 99 days from 18 April.

Trace Sports launches on DStv on 17 April and on 18 April Trace Sports will have shows about Usain Bolt, Tyson Gay, Michael Phelps, Rebecca Adlington, Jeremy Wariner, Lucie Decosse and South Africa's Oscar Pistorius. Judo, swimming and sprint icons from the world of sport will talk about their exceptional careers and preparations.

During the Olympic Games later this year Trace Sports will have several quirky programmes taking viewers behind the scenes by going backstage before and after specific events.

Here's what Trace Sports' primetime programming line-up will look like on Wednesday 18 April:

20:00 Up Close with ... Usain Bolt
20:30 Up Close with ... Michael Phelps
21:00 Body & Soul (Rebecca Adlington)
21:15 Fighting Spirit (Oscar Pistorius)
21:30 Body & Soul (Tyson Gay, Jeremy Wariner, Haile Gebresailasse)

TOLDJA! Trace Sports the next new DStv channel launching on 17 April for DStv Premium subscribers.

I broke the news last year that MultiChoice will be adding the Trace Sports channel after signing a carriage agreement; in January this year I dropped as many hints as I felt I wanted to ("ready...", "steady...") and now Trace Sports will start on DStv on channel 129 on Thursday 17 April. It's finally time for ''go''.

Trace Sports however won't be the high definition version of Trace Sports HD, which is actually available internationally and which is actually the default version of the channel.

Sources told me last month ''very soon'' when I asked when Trace Sports - a kind of E! Entertainment about the sports world - is starting. Trace Sports is exclusively for the DStv Premium bouquet.

The Trace Group held that pre-launch event party in Johannesburg in June 2010 during the World Cup when international potential clients were all in Johannesburg for the soccer and I've constantly been following the channel South African angle since then.

ALSO READ: Might Trace Sports HD be coming to South Africa soon?
ALSO READ: If negotiations work out, MultiChoice wants to add the new Trace Sports TV channel exclusively to its DStv platform in South Africa and Africa.

''The launch of Trace Sports in South Africa is a major milestone for our group,'' says Oliver Laouchez, the chairperson and CEO of the Trace group in a statement. The Trace Urban (DStv 325) music channel is already a part of the DStv bouquet.

"Trace Sports will bring the DStv audience a great mix of content where sport meets glamour, where athletes reveal their real life and personality. We are excited to launch the channel exactly 100 days before the Olympics as we believe that our content will allow DStv subscribers to connect more with featured Olympians.''

"Sport is an important genre to pay television," says Aletta Alberts, the general manager for content at MultiChoice in the same statement. "Trace Sports is a channel which takes a unique view on sports stars, giving our subscribers access to content that is not currently available on DStv. We are confident that this channel will be a big hit with our subscribers,'' says Aletta Alberts.

BREAKING. If negotiations work out MultiChoice wants to add the new Trace Sports exclusively to its DStv platform in South Africa and Africa.

I can exclusively reveal that Trace Sports, the new sports lifestyle channel from Trace TV that just launched globally last week, has a very high likelihood of coming to South Africa and the rest of the continent with MultiChoice that wants to carry Trace Sports exclusively, permitting negotiations work out as well as satellite capacity becoming available.

ALSO READ: Might the new Trace Sports HD channel be coming to South Africa anytime soon?
ALSO READ: Trace Sports has a pre-launch party in Johannesburg during the Soccer World Cup.

Trace Sports, a sports lifestyle channel focusing and covering sport stars similar to how E! Entertainment (DStv 124) profiles the personalities from the entertainment world launched 15 June and has started talks with MultiChoice. Trace Sports has been made available to all pay TV operators from the Eurobird 9 satellite (transponder 51) and more than 30 operators have confirmed that they will carry the channel, including CanalSat for all French speaking African countries. I'm now reliably told that MultiChoice wants to carry Trace Sports ''on an exclusive basis on all their South African and African platforms''.

I asked Trace Sports about South Africa who says ''discussions with DStv are not finalized yet''. ''The launch date for each platform will depend on satellite capacity,'' Olivier Laouchez, co-founder, chairman and CEO of Trace TV tells me. He will be visiting South Africa and MultiChoice again in mid-July I'm told.

I asked MultiChoice about my understanding that DStv wants Trace Sports exclusively, how MultiChoice feels about Trace Sports as a channel and when the pay TV plaform might envision it launching in South Africa. ''We are always looking for the opportunity to add more value to our DStv service for our subscribers,'' says MultiChoice in response, ''and that includes being on the look-out for new channels. When we are ready to announce the addition of channels, we will do so.''

BREAKING. Trace TV founder visiting South Africa next week to talk to pay TV operators about the new Trace Sports HD channel.

You're reading it here first.

The new sports lifestyle channel Trace Sports HD is definitely on track to launch in June internationally in several territories and will be engaging in discussions and negotiations next week in South Africa with pay TV operators for possible pick-up in South Africa and Africa as well.

''I confirm that we will be launching Trace Sports in June this year,'' says Olivier Laouchez, co-founder, chairman and CEO of Trace TV. Trace TV already runs the Trace channel on MultiChoice's DStv.

''We are now discussing with South African pay TV operators regarding carriage on their platforms. Nothing is yet finalized with them and I will be in South Africa next week for follow up discussions,'' Olivier Laouchez says in answer to a media enquiry made last night. ''We have already secured distribution agreements in Asia, Europe and the USA and we hope to soon finalize agreements in Africa.''

Trace Sports HD that had a pre-launch party in June last year in Johannesburg, is a brand-new lifestyle sports channel with a high definition (HD) and standard definition (SD) version that will launch soon and that will focus on factual entertainment and lifestyle content dedicated to sports celebrities.

ALSO READ: Might the new sports channel Trace Sports HD be coming to South Africa sometime soon?

KICKING OFF? Might the new sports channel Trace Sports HD be coming to South Africa sometime soon?

It's time to revisit this story I wrote in June last year when there was a pre-launch party for the new international sports channel Trace Sports HD in Johannesburg.

At the Johannesburg party it was revealed, as I wrote then, that Trace Sports HD - plans to roll out this new high definition sports channel internationally during the second quarter of 2011. At the time I immediately made several media enquiries to Trace asking whether the channel will be coming to South Africa. The response was more deafening in silence that what would come out of a banned vuvuzela.

Imagine E! Entertainment but infused with a sports theme: That's Trace Sports HD running 24 hours with the slogan ''We Love Champions''. Trace Sports HD focuses on sport celebrities and the news around them - or in TV industry speak ''factual entertainment and lifestyle content dedicated to sports celebrities''. Trace Sports HD has lifestyle, documentary and biography shows about athletes, looks at sport celebrity culture and even does countdown shows like ''Sexiest Female Tennis Stars''. Trace Sports HD said last year that it's aiming for a June international launch.

Here's the pre-launch promo about Trace Sports HD that was shown to TV distributors, advertisers and journalists in Johannesburg in June:

BREAKING. Trace Sports TV channel launches today in South Africa; will DStv or TopTV get it?

You're reading it here first.

I can reveal that Trace Sports is having a launch party in Johannesburg, South Africa this evening. Might MiltiChoice's DStv or On Digital Media (ODM)'s TopTV get the channel for South Africans?

Trace that is already available on DStv is launching Trace Sports this evening at MIBAR to an international group of people with plans to roll out the channel internationally during the second quarter of 2011. Will DStv or TopTV possibly pick it up next year?