You mean 1.0 ?
They added, because nobody took tv rights of that series. So, Sony or Star had no objection to that.
But in case of IPL, Star Sports viewership will be affected if paid tv viewers will be able to watch IPL on S. U. Movies. For this, either they have to make S.U.Movies 2.0 for private tv or they had to block S.U.Movies for private tv.
Agreed it's important for Rights holder. first of all it's big crime for genuine OTT viewers, earlier most of people taken OTTs subscription just because Ad free experience compared with Satellite TV and nowadays they are making panic for their own Premium OTT subscribers from ads. Agree or not Now We're going back these TV days only, currently Satellite TV and Internet connected OTTs doesn't have much difference after introducing unlimited ads.