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After a glittering inauguration at Kolkata's Salt Lake stadium, the league has got down to the serious business of providing entertainment to football fans while, at the same time, giving a fillip to the sport in the country.

21st Century Fox co-chief operating officer James Murdoch said, “The business in India has been doing great. We are the number one network there. If we continue to innovate and lead in India, it will prove to be a game changer for us.”

Ajit Thakur, general manager, Life OK said, "We will be launching an aggressive content and marketing exercise. This is the sort of content revamp that a GEC would ususally carry out over a year, but we have decided to do it in three months. Over the past two and a half years, we have reached a certain level, and now want to go to the next level. We have a formidable share of 14 per cent in the GEC market and now want to provide even more differentiated content."