Indian captain Mahendra Singh Dhoni has been signed by broadcaster Star Sports as its first brand ambassador to endorse the network across six channels.
STAR has made a commitment of more than Rs 20,000 crore into the sports business. The investment is being used to fuel expansion of sports coverage in the country as well as in building exciting new leagues including the Indian Super League in football, the Hockey India League and the Indian Badminton League.
STAR, India's premier media & entertainment company, unveiled its new network on a day when the country tuned in to watch Sachin Tendulkar play the last series of his illustrious 24-year-long career.
The brand highlights Star Network's ambition to change the face of sports broadcasting in India and provide world-class sports coverage to fans across the country.
To signal the change to the consumer, STAR India is bringing the six diverse TV channels - Star Sports 1,2,3,4, HD1 and HD2 and starsports.com. - under one brand and one purpose "Believe".
The network will also showcase new non-live programming and new shows and formats, all of which will create more choice for the Indian sports fan. Post the brand refresh, the network will carry over 5,000 hours of premium live sports content, including around 200 days of live cricket in a year.
The broadcaster also announced the launch of India's first 24x7 Hindi sports channel - STAR Sports 3, with content, graphics and shows in Hindi.