Bro, i am not making this statement just on the basis of rift in relation between them. If this impasse continues then sustaining or running the business will be economically unviable for Tata Sky, please note that Sony Network Channels are being provided on RIO basis and cost per subscriber payable to broadcaster for each channel work out to be multiple times more as compared to a fixed deal agreement. It's safe to assume that almost 90% subscribers must have opted for these channels depending on packs subscribed by them hence Tata Sky must be losing out bigtime. Sony will be more than happy if subscribers start to move out & take a hit on revenues in the interim. Remember only viewership of HD channels will be severely impacted, SD channels TRP is not influenced to any major level due to unavailability on Tata Sky platform. I can give u many examples of Channels not present on Tata Sky but performing quite well, this includes mass and niche SD channels