Telling the world

Star India president sports Nitin Kukreja says, “To bring viewers closer to the game, we aired the action on prime time. We also invested a lot for building an entire facility for the matches in most cities where the league travelled, simply because of the lack of infrastructure for the game in India.”

Gayatri Yadav, executive vice-president (marketing & communications), Star India, says, "Over the last two and a half years, Satyamev Jayate has redefined the role of TV as a positive change agent. There has been a significant shift in attitude, perceptions, beliefs and behaviour. We felt that there is a need to share this impact."

Star Jalsha and Jalsha Movies business head Kevin Vaz commented, “The success of the Derby match and the average match ratings of CFL strengthens our belief that football is big in Bengal.”