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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.”

Nikhil Madhok, senior VP-marketing and programming strategy, Star Plus, said, “Disruption was the key thought around our campaign. That's what you will see in every medium we have used to promote the show. Starting with the set of the differentiated character promos that are getting attention; for example, we positioned Shakuni not as a scheming old uncle but as a brother who loved his sister Gandhari so much that he dedicated his life to taking revenge on Hastinapur for the injustice meted out

Hemal Jhaveri, EVP and GM, Movies OK and Star Gold said, “It is unfair to call the genre non-interactive. A vast amount of marketing and interaction efforts are put in place when big premieres are launched on any channel. The channel and brand is marketed to agencies as well as regular audiences.”