This week STAR India revamped and rebranded its sports channels. It brought the six of them, which include a Hindi sports channel and two HD channels under the umbrella Star Sports brand. STAR says that this is merely the first step of a calculated Rs 20,000 crore investment, which will see the broadcaster expand its cricket programming, and also build other sports like hockey, badminton and football. While STAR is confident of its content, the million dollar question is whether it can get advertisers to buy into it. Storyboard editor Anant Rangaswami interviews STAR India COO Sanjay Gupta to get more details.
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