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sundirectDirect to home (DTH) operator Sun Direct has issued a public notice stating that Star India channels will be available on a la carte basis from 1 August.

While the DTH operator has not given a reason for issuing the notice, such notices are generally issued whenever parties fail to arrive at mutual terms to renew the agreement. Issuing a notice is also used as a means to put pressure on the rival party.

Sun Direct is the fourth DTH operator with whom Star had a tiff over agreement renewal. Earlier, it had a public spat with DTH operator Airtel Digital TV. The two parties finally settled the matter and renewed the agreement. Star had also issued disconnection notices to Dish TV-Videocon d2h and Tata Sky before signing the agreements with them.

Sun Direct is a significant player in South India and has a 10% share of the active pay DTH subscribers which stood at 67.53 million as of 31 March.

Star India reaches approximately 700+ million viewers a month across India and more than 100 other countries. It generates 30,000+ hours of content every year and broadcasts 60+ channels in 8 different languages, reaching 9 out of 10 C&S TV homes in India.

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