Telling the world

The campaign ‘Won’t Give It Back’ has hit the right notes with the Indians awaiting another cricket world cup win.

The mythological thriller ‘Mahakumbh’ on Life OK stands apart for a number of reasons. TVP unveils the story of how the small seed of this show was sown and nurtured into something big over a period of two and a half years.

Star India plans to invest Rs 20,000 crore for sports broadcast rights in the next few years. Analysts say it’s a paying market with ad spends on sports packages pegged at Rs 4,000 crore annually. Star has successfully utilised its network of sporting and non-sporting channels to promote PKL and ISL, aided in no small measure by the presence of celebrity team-owners who drum up interest, viewership and stadium turn-outs.