Cable operators in South Delhi blacked out the advertisements in Jeeto Chappar Phad Ke (JPCK), alleging sudden price hike in the Sony bouquet pay channels without prior notice. Viewers in New Friends Colony, Friends Colony, Okhla, Maharani Bagh and adjoining areas were deprived of watching ads in between the game show.
Cable operators claimed that Sony TV had increased its pay channel subscription for CNBC, SetMax and AXN last week without prior intimation from Rs 8 to 13.
The advertisers had threatened to initiate legal action against cable operators as many of them pay as much as Rs 2.75 lakh for a 10 second spot in JPCK. Each episode of the game show rakes in as much as Rs 1.2 crore for the Sony network through advertisements.