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Leading national multi-system operators (MSOs) have agreed to put seven Star India channels in their basic pack offering for subscribers while upgrading the others to higher-priced bundles, setting in motion an experiment to drive packaging and raise cable TV bills.

Star India offers channels at their original prices and a la carte, the amended RIO is incentive based. This replaces the bilateral deals that used to be struck between the network and the MSO platforms to offer the channels in packages to consumers.

Gaurav Benerjee, Star Plus General Manager said, “Our storytelling reflects a certain kind of brand. We believe that we have built a great brand which has a massive connect with our viewers, and this brand idea is about our core belief that women are catalysts for change in the society and more power to them really pushes families towards progress.”