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The growth is primarily due to the birth of new sports leagues – Indian Super League (ISL), Pro Kabaddi League, World Kabaddi League, Champions Tennis League and Indian Premiere Tennis League (IPTL). FIFA was a big influence on the growth in TV spends.
Says a STAR Spokesperson “Star World Weekend Binge will mark a new beginning and set a new trend for consuming content in India and to support this innovative initiative, we have ensured that no stones are left unturned with the marketing of this property. Our objective was to create a differentiated marketing campaign and developing a mascot like Binge Baba is a step in that direction. The character has already gained popularity amongst our core target audiences on digital and we are very excited with the positive response and sentiments that are being built for this weekend innovation of ours.”