Do you remember the numbers 6388 and 7827 (or 56388 and 57827)? In the olden days (before around 2010), these numbers were used for SMSing to NDTV and Star, respectively, because typing NDTV or STAR on a phone keypad required pressing 6388 or 7827 respectively.
Zee and Sony used (5)7575 and (5)2525 respectively, but Sony might as well have used (5)7669 instead.