Sony need big property like IPL or BCCI, these property can decrease channels/bouquet price which can attract large number of audience, also boost other sports/events viewership. still we can see WWE much more popular in India with Premium ad airing sometimes, same ads won't see even on ECB, SLC or PCB matches.Thing is unlike Sony they don't really seem to care about subscription revenue. They still don't have a sports dedicated bouquet. They bank on their GECs to carry the sports channel on their bouquet. Very minority of audience specially non premium ones goes for ala-cartè options.