Sony TV is going through transition period right now and you can't judge its price from the current scenario.
What kind of strong content do Star Plus has? It's just ordinary dramas, which is available on any average channel. TRP depends on the channel more than the quality of the show. Star Plus has a very good reach right now, so their shows are getting good TRPs.
And all channels are working on getting new movies, we recently saw Bhool Bhulaiyaa 3 on Max, Kalki on Zee Cinema, Star Gold is not doing anything extraordinary.