Representatives Rajiv Vyas and Ravi Mansukhani have been on the prowl. They have been hunting for content for their cable TV network.

"With pay TV and addressability coming in, we too wanted to get enough material to create content for our subscribers," says Vyas. "At the end of the day cable TV is all about services," he added.

Mansukhani said, "It has been a good market. We found quite a lot of programmes we could relay via our box. We will strike in the days to come."

Both were wary to reveal what kind of content they had zoomed in on. "It's not animation definitely. We are staying away from that," says Vyas. "Let the agreements get pencilled we will talk a little more then."