.

Star Pravah programming head Jayesh Patil explains, "The Marathi space has been missing this genre and these two shows are the network's prime properties. The whole idea behind spending so much is that the whole network gets to share it,"

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."