v channels go to great lengths to create riveting content. But there is one development that is increasingly being witnessed - content moving from one channel to another. Why would viewers want to watch the same programmes?

"Shelf-life for shows that have been aired once is not good, audience does not like to watch re-runs," agrees Nachiket Pantvaidya, director, programming and production, Walt Disney Television International (India). So why do shows shift? According to Pantvaidya, finance and eyeballs are two of the most fundamental and vital reasons for one channel investing in properties of another channel - inside or outside of the channel's network. ... more