India, June 24 -- There are football fans and then there are World Cup fans. India has a sizeable viewing population wedded to cricket that tunes in every four years to watch the global football spectacle and support their favourite teams.

However, with the World Cup held in the North American region at unfavourable viewing hours in India, fewer viewers are expected. The casual football followers are not expected to wake up at unearthly hours for live action but they catch up on all the overnight action through highlights and programming packages.

"From the beginning, we had evolved a dual consumption strategy because of the timings. We knew the catch-up programming will actually play a very critical role," Bavesh Janavlekar, Chief Busi...