Most of the Movie Channels specially HD in English joner is struggling to stay alive and afloat due to onslaught from Netflix, Amazon and other on demand service, affluent people who were target audience for these channels have moved online, no one wants to watch movie on Cable/ DTH which is time binding and full of advertisements.
Something similar is happening in Hindi movie channels why would some one subscribe premium hindi movie channels which does not promise advertisement free entertainment !!
Wonder rather than contradicting the offering they are expanding in new channels, this would only cannibalise their own viewership of other channels.