True, gradually since 2013 their focus shifted from airing more Bollywood Movies to Dubbed South Indian Movies hence as had happened with Sony that bollywood audience base drifted away from them....Between 2015- 2018 Star India under Fox too shifted focus from their content being more bollywood movies centric to more Dubbed South Indian movies & not to forget they repeated few bollywood movies over and over again but gradually since 2018 they again reduced airing of Dubbed South Indian Movies on their Hindi Movie Channels and added many bollywood movies to their library, this shift was accelerated as Disney acquired Star India and cutting down on loss making sports rights has further led to them increasing investment in acquiring more Bollywood, Hollywood, Dubbed Hollywood Movies thus they have very large + loyal audience base in these segments.
Also i have observed that Zee Network Hindi Movie Channels r airing bollywood movies by increasing original playback speed by 10 or 20% thus these r getting aired in less runtime with ads.... Even new movies like Jawan , Gadar which r almost 2 hr 50 mins long r getting aired in 3 hr or 3 hrs 5 mins with ads on their Hindi Movie Channels, this again ruins movie viewing experience and will further lead to movies getting less ratings as already i believe Disney-Star manages to leverage best possible outcome from airing old/new bollywood movies which Sony, Zee, Viacom18 are not able to achieve bcoz pf not having a dedicated bollywood movies audience base