What John Abraham tells us about the state of Indian football

July 03, 2014 12:39

What happens when an Indian company really wants to make money off a sport it knows little about? Just add some cricket and Bollywood.Having spent around $90 million on exclusive broadcast rights for the FIFA World Cup, Multi Screen Media -- owners of Sony Entertainment Television, which runs the channels that are showing the Cup -- had to figure out how to package it in a way that would keep viewers happy. Read

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