How What's On India changed India's TV-viewing habit

I bought a bourgeois house in the Hollywood hills

Man came by to hook up my cable TV

We switched 'round and 'round 'til half-past dawn

AP: When we started, there were three major obstacles to negotiate, and they were to do with various market realities. The first obstacle was in terms of technology. In 2005-2006, technology had to be built from scratch in India because the market was unlike others and technology could not be simply borrowed. The second hurdle was building industry standards for broadcast networks as well as for operators in the EPG domain. Finally, choosing the right presentation for the channel was another obstacle. As for the offerings and the look, the company tested around eight or nine versions before launching the final one. Now that the channel has been launched, the biggest challenge is to ensure that the channel keeps evolving its offerings even as distribution continues to ramp up.