.

“Star Plus is a separate channel from Star Plus HD and it makes business sense to monetize the two separately,” said Sanjay Gupta, chief operating officer, Star India.

Star India president-ad sales Kevin Vaz said, “We have got eight sponsors already. We are giving our sponsors 100 per cent exclusivity i.e we will not sell spots to any competitor brand on the show. We will be finalising on the remaining two associate sponsors by Friday.

Hemal Jhaveri, General Manager, Star Gold, says, “Cost of acquisition is high because of shortage of quality content. It is that simple. For every movie that is sold to a broadcaster, there are four movies that remain unsold.”