That is not a problem. A channel can use its competitor's name if there is a licensing agreement. In Hungary there is a channel called RTL Spike, which is owned only by ViacomCBS, as they own the Spike channel (which later rebranded to Paramount in the US). Even though it has the RTL name, it is not owned by the RTL Group (which is a big broadcaster in Hungary and used to have Big RTL Thrill in India).
Ok. I read the history behind RTL Spike... Basically it has no relation to what i am stating with respect to tata sky. Viacom entetered into brand cooperation with popular european broadcaster RTL to launch Spike in Hungary. Here in Tata Sky case, there is no such thing... Infact Sky branding was used by star as earlier both had same parent companies. Now this has changed both r owned by competitors and there is no such partnership announced post respective takeovers. I feel either disney will exit or sky branding will b dropped or sky will join in as partner alongside disney and some changes accordingly will b made.
I would have agreed with ur point had there been a mutual cooperation pact, one company buying of stake of another and entered licencing deal to use its trademark for stipulated time period or they would not b fierce rivals ( here comcast and Disney had a hard fought journey in acquiring properties of erstwhile Fox Corp). Anyways let us wait and see what transpires