Telling the world

The idea, said Sanjay Gupta, chief operating officer, Star India, is to be a one-stop destination for users to consume premium content across genres and languages and, more importantly, at their own convenience. “There aren’t many platforms available to Indian consumers offering high-quality, curated content besides, say, YouTube,” he said.

Star Plus is pushing the boundaries of prime time, taking a leaf out of the book of regional channels.

The 60 second TVC shows a young Pakistan cricket fan sporting the team colours waiting to celebrate the victory over India in the World Cup since 1992.