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Hemal Jhaveri, EVP and GM, Movies OK and Star Gold said, “It is unfair to call the genre non-interactive. A vast amount of marketing and interaction efforts are put in place when big premieres are launched on any channel. The channel and brand is marketed to agencies as well as regular audiences.”
Uday Shankar, chief executive officer of STAR India, supports the Telecom Regulatory Authority of India (Trai)’s cap on advertisements at 12 minutes an hour. The chief of the country’s largest broadcaster also backs the regulator’s move to fix the panel size for subscriber ratings systems to 20,000, going up to 50,000 - in an interview with Surajeet Das Gupta and Manu Balachandran.
Star India CEO Uday Shankar said that current pricing of channels was not viable for channels beaming quality content. "The pricing of channels was fixed several years ago and it is a fundamentally flawed concept that the pricing of all channels in the same category should be the same," Shankar said.