Industry analysts feel that such notices are generally issued whenever parties fail to arrive at mutual terms to renew the agreement. It also puts pressure on the rival party.
The DTH platform Sun Direct is a major player in South India and has a 10% share of the active pay DTH subscribers which stood at 67.53 million as of 31 March.
The DTH player had a public spat with DTH operator Airtel Digital TV. The two parties finally settled the matter and renewed the agreement. Star had also issued disconnection notices to Dish TV-Videocon d2h and Tata Sky before signing the agreements with them.