Itsme...
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No ad model and early show concept (No ad means even if shows in both feed will start at same time, HD feed will be early because no ad time to waste) was there when these new HD channels were launched. I am talking about some time in 2015 when Sony HD was launched. They did not had many ads to show. That 8 PM show was used to over by 8:25. They used to air fillers for rest of time. Then next show will start at 8:30. Anyway ad free model can not be used in case of sports like cricket. Otherwise they will charge 50/100 for a channel.