Don't know why, but it's content is better than Star Bharat, atleast way better. Moreover, &TV's shows like Dr B.R. Ambedhkar, Paramavatar Shri Krishna have a good popularity in dubbed languages across the country, in Zee Kannada, Telugu, Tamil, and Keralam. So they will recover the cost of producing. Like, you see, in Star Bharat's case, RadhaKrishna gets a meagre TRP of 0.2-0.3 every week, still it has sustained for over a year due to revenue from dubbed versions in regional Star Channels. Same case with &TV.