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Star India COO Sanjay Gupta said, “Till a decade back, football was largely followed by an older audience. But with change, especially in the way the Internet has come in, the awareness of youngsters about football and Premier League in particular has grown astronomically. Earlier, apart from pockets in Bengal, Goa and Kerala, football ­ essentially interna tional football -was followed only by the affluent. Now you see SEC A to SEC E kids following it."

Star Plus recorded gross viewership of 661 GTVM with a relative share of 27.04% (last week 642 GTVM).

Life OK takes 14 per cent market share of the entire pie as it continues to showcase innovative and disruptive content to stay in the game.