First Star has to buy hundreds of movies even if they are dubbed ones (Malayalam crime movies dubbing are quite popular than dubbing from other languages) and build a very large movie base so they dont have to repeat the same movie over and over again.
Jaya Movies/Jaya TV doing the same with Lesa Lesa & Unnale Unnale (though i love to watch this movie even if its a millionth time
) which they keep repeating quite often.