Star India (Star), the big boy in sports broadcasting, spent over 90 per cent of its budget on the king of sports in India -- cricket -- last year, leaving the rest for other sports. In a cricket-crazy nation, that is what it has been doing for years.
But in 2014, Star has taken a surprising gamble. It is forking out 30 per cent of its sports broadcasting budget on sports other than cricket. It has bet big on two sports it thinks would be game-changers -- kabaddi and football.
The popularity of the just-concluded eight-team Pro Kabaddi League (PKL), has taken even the broadcaster by surprise. Says Sanjay Gupta, chief operating officer, Star TV India, "Except for cricket, there is no game that has been able to get the kind of viewers and engagement levels as kabaddi. It was really a surprise and could be the game we were looking for."
Business Standard
But in 2014, Star has taken a surprising gamble. It is forking out 30 per cent of its sports broadcasting budget on sports other than cricket. It has bet big on two sports it thinks would be game-changers -- kabaddi and football.
The popularity of the just-concluded eight-team Pro Kabaddi League (PKL), has taken even the broadcaster by surprise. Says Sanjay Gupta, chief operating officer, Star TV India, "Except for cricket, there is no game that has been able to get the kind of viewers and engagement levels as kabaddi. It was really a surprise and could be the game we were looking for."
Business Standard
Oh no they will screw other sports too and now how many more sports channels they want for non cricketing rights 
