.

Ajit Thakur, General Manager, Life OK said, “We have made one promise to our viewers – to offer never-seen-before content. In Ek Boond Ishq, we have three strong characters narrating their own tales of circumstance.

STAR India business head Kevin Vaz said: “We thought there is a certain super premium kind of audience, which is very up-to-date with global trends. And I would like to call it more as global Indian.”

Sanjay Gupta, Chief Operating Officer, Star India, said, “We already have one and half million HD subscribers in the country. I think we are seeing a serious change in subscription revenues on HD. People are willing to pay for HD content.”