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The ratings is only the things that the networks look at.(it gives the overall picture of how many people are watching that channel) sony max ahead of star in both urban and rural and overall total ratings It's star gold problem they are decreasing the value of movies by continously repeating them. They are not making proper utilization of many movies. Sony use the movies like 3 id*ots, pk, Kabir singh, sultan, tiger zinda hai, Bahubali series marjaavaan, Kabir singh, KGF, Pati patni or woh, Sooryavansham, allu Arjun movies etc cleverly by showing them in the weekends where more trp is expected. They don't show them because they don't have other options,,THEY SHOW THEM BECAUSE those movies are regularly providing them trp. These movies always enter in top 5. movies like pk, 3 id*ots Sooryvansham entering in top 5 even after so many years of its release. Star has so many movies no proper utilization is there that's why viewership is continuously decreasing and star gold 2 not even in top 5.sony knows when to air what movies to attract audiences. Even zee is doing outstanding work in managing films better than star.
Regarding sports rights there should be not much problem with star because of patnership with fox and Disney (fox +star +Disney) whereas Sony is individually managing all. (sports, movies, GEC etc)
It's not that South movies trp ratings come from South India only, movies like bahubali series, kgf, allu Arjun movies and many more are liked by whole India. Plus Sony getting most more trp of bollywood movies. And some from Hollywood as well.
Whereas star doesn't give justice to their old bollywood movies at all. Zee and sony are lot better in this thing also. Sony has separate channel max 2 and zee also has many bollywood channels for old classic movies