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Gayatri Yadav, EVP Marketing & Communications, Star India says, "The first port of call for consumers when they want to talk about content is often social media - people love sharing their thoughts and feelings about the latest shows online. This will help us better understand audience reactions to programming and deliver better real time consumer insight."

Sanjay Gupta, chief operating officer of Star TV India, says: "We are betting big on sports, of which cricket is the most dominant content. There is a big potential to expand its share of total viewership. We want to identify Star closely with cricket. That is why, apart from broadcasting rights, we are now getting into sponsorship of the game."

Vijay Rajput, chief operating officer at ESPN Software India, said the broadcaster has roped in close to 30 advertisers including Micromax and Hero MotocorpBSE as joint presenting sponsors and associate sponsors Pernod Ricard, Bharti Airtel, Microsoft, Sony, Maruti Suzuki, Exide, Tata Motors and We-Chat.