.

Star spokesperson, said, “As a premiere destination in the English Entertainment Category, our viewers have come to expect a lot from Star World. There is a growing International trend of content being consumed at one go and a very similar trend is emerging even in India. But currently in our country the avenues to partake in this trend are very limited and practically non-existential."

Experts believe one could see up to 200% growth in the sponsorship rates for the teams and the broadcaster.

Ajit Mohan, head, digital, Star India said, “The bottomline is that Indians are willing to pay for content that they want to consume.”