Star ups entertainment quotient to make IPL biggest ever

Amid challenges thrown up by the revised tariff regime, which may affect the reach and access to sports channels, executives at Star India are going all out to make this year’s edition of the Indian Premier League (IPL) the biggest so far.

Learning from past year’s coverage — when IPL moved to Star’s platform for the first time — Star India has decided to up the entertainment quotient, make IPL more inclusive for family and kids and give more opportunities to advertisers.

“From our perspective, this is the second year and we have learned a lot in year one. We know that IPL is by far India’s biggest property across genres and Sony did a nice job in getting it to that level.