But anytime airings can reduce the viability of the film.There are masterpieces like Andhadhun which air at 5 am (god awful time). Films like Stree (somedays on Prime time, somedays at 5am) and all. Sony clearly knows when to air Bollywood films. Most of the time they air South Stuff (Except Night) on unimportant times like 10am and 6pm.
Goldmines changed the TV Rights market by shifting all their films from Zee to other networks.
Wah's One Day Bollywood, One Day South Plan works well.
Max 2 is doing an awesome job.
Although we all criticize Sony for their South policy and leading them to losing banners.
It's clever way and responsiveness (ah compared to other networks it listens to people). Sony is friendly with everyone in Bollywood and this may lead to some good partnerships in the near future