Television

Star makes a Josh ful exhortation to viewers

MUMBAI: Sony's Sambhav Asambhav's launch episode may have suffered due to the Hinduja group MSO IncableNet switching off the Sony bouquet in several parts of Mumbai, but Star is obviously not taking chances.

Star Plus' summer attraction Josh premieres tonight at 9.30 pm with a two hour special launch episode and the channel's promo campaign is making sure viewers know what they will miss if they don't plague their cable op for the channel by this evening. A bold line under the ads placed strategically in Mumbai's leading dailies exhorts viewers to 'demand to see Star Plus from the cable ops belonging to IncableNet'. 'You pay the cable operators, they do not pay us', the ad clearly hits out at the MSO.

Star is clearly using the Josh launch opportunity to hit out at Incable and stress the fact that it is non payment of dues that has caused the disruption of transmission. Whether viewers are equally fired by curiosity for Josh and moved by Star's reasoning of course remains to be seen.

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