For me Tata Play is just awesome and I enjoy watching HD channels in Malayalam, Hindi, and English. So far I didn't feel any distraction. It's just a part of their promotion. My vote will always go in favor of Tata Play.
Tata play can surely improve its Binge app awareness by this method but people will not necessarily subscribe to it due to such poor, intrusive marketing strategy and the company will lose its years old reputation.
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