On 17 June 2012, during a special event Cholo Paltai, it rebranded with a new diamond star logo and graphics for the first time since its launch.[4] On 22 November 2012, the channel was launched in UK.[5]

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The streaming platforms in India have also spoken about saturation in SVOD revenues from Tier 1 towns and the need to go mass and target Tier 2 and Tier 3 towns. Would that mean massification of content and if this massification happens will the platforms take the TV route and see the start of saas bahu dramas in streaming platforms. This is exactly what happened in television - linear TV boasted of good fictions shows like Malgudi Days, Fauji, Buniyaad, Bharat Ek Khoj and Rajani but when we started targeting mass, premium content took a back seat, mass content became order of the day with a huge dependence on advertising revenue. We all then started working backwards on content costs. Will this then be the beginning of the end of quality premium and big-spend web series content?

The honeymoon period for streaming platforms in India is over. While their head offices will want to report profitability, will these platforms start getting down on their content spends? Well, with TV viewership and spends down, streaming was supposed to be the solution. But next year will streaming also go slow? None of us know the answer to these. The bigger questions for these giants entering the Indian market are - if they find the pie is not sufficient or big enough, they will exit India in no time like what is happening with Disney in India.

In all this chaos, the talent pool currently working with broadcasters and streamers is in an ambiguous state of mind as nothing is happening and the adrenaline rush is missing with so much uncertainty. The creative talent pool in the market is also completely confused with the prevailing situation. The theatrical footfall is limited to larger canvas, big stars and big directors, and with platforms likely on the verge of cutting content costs, nobody has a clue to what the future beholds them. 006ab0faaa

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