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Uday Shankar, chief executive of STAR India, says, "We are very excited about kabaddi, but these are early days. At STAR, we believe in building content on a long-term basis; our positions and moods don't swing based on day one ratings! We strongly believe in the potential of kabaddi and that is the reason we are working so hard to build it."
Ajit Thakur, General Manager, Life OK said, “I have always maintained that becoming No.3 and all of that is nothing. Rank doesn’t matter, it is how we manage to create an impact and for us there are two or three things in our point of view which have helped us. When we started off we knew we will be the seventh or eighth GEC channel (and decided) we will not play by the rules of the GECs. For instance the first point was can we really be different from the kind of content that is there. I think
Star Plus continued to lead the Hindi GEC genre followed by Zee TV at No. 2. Colors overtook Life OK to become No. 3 channel.