ESS uses cricket to build star role with Indian fans

<p>NEW DELHI: ESPN Star Sports (ESS) is attempting to strengthen its </p><p>brand across India with a new programme to encourage greater interaction </p><p>among the country's estimated 250 million cricket fans. </p><p><BR><BR> </p><p>The "Super Selector" show offers cricket buffs the chance to select </p><p>their own team of 11 players. Winners are determined by how individual </p><p>players perform on the field. </p><p><BR><BR> </p><p>ESS managing director Manu Sawhney said the objective of the campaign </p><p>was to increase interaction between viewers and the channel. </p><p><BR><BR> </p><p>"We are trying to create a strong platform for millions of fans to </p><p>extend their involvement," Sawhney said. </p><p><BR><BR> </p><p>Anchored by Indian film actor Naseeruddin Shah along with experts - </p><p>Sunil Gavaskar and Geoff Boycott - Super Selector will be telecast twice </p><p>a month. </p><p><BR><BR> </p><p>Initially, the participation would be possible only through ESS' </p><p>website, espnstar.com, the weekly India Today and the national daily </p><p>Hindustan Times. </p><p><BR><BR> </p>