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ESPN Star Sports bags multi-year broadcast deal for Lankan T20 league
Nitin Vaidya, business head, Hindi channels, Star India, the country’s No. 1 GEC (General Entertainment Channel) according to the latest TAM ratings, and the channel which came up with popular soaps like Kyunki Saas Bhi Kabhi Bahu Thi and Kahaani Ghar Ghar Kii, says, “Innovative formats in the programming strategy are the need of the hour as identical narratives fail to impress the audiences of today.