If there's a 'baraat', the band and the 'baaja' can't be too far behind. In these days of ostentation and bling, where weddings are important statements of status and wealth, the cost can hit stratospheric heights.

Most of Hotstar's revenue comes from advertising and to get robust subscription (which is a more sustainable model) revenue, it surely needs to focus on original content.

Is digital advertising really effective?

Based in Bengaluru, Sri Sri Tattva spent as much as Rs 10 crore on television advertising during the latest India Premier League (IPL) season.

All is not lost for advertising funded television in India but time is certainly short.

Star India has paid a staggering Rs 16,347.5 crore for the IPL rights and is known to have increased its ad rate by 20-25 per cent as it needs to earn Rs 54 crore per match to be profitable.

So, why would Uday Shankar pay an over 60% (Star paid this Rs 6,128 crore for the BCCI rights, while it shelled out Rs 3,851 crore for the earlier season) premium to retain the rights? The broadcaster has to shell out Rs 61 crore per match (vis-a-vis Rs 43 crore in the previous season) to BCCI.

While media professionals credit the salesteam for garnering Rs 1,600 crore advertising revenue, they also believe thatStar India is under terrible pressure and could have rationalised its ad ratesin a desperate move to fill its inventory.

Gone are the days when Indian consumers merely watched  short, snaky videos on their mobile phones. Watching a 20 minute television show or even a film on the mobile phone has become a way of life.

Star India, which paid a whopping Rs 16,000 crore and bought out the broadcast and digital rights of IPL, could find it difficult to sell its inventory at least in the first two seasons

India is undoubtedly a country of contradictions, and the same is true even when it comes to media consumption.

As digital entertainment platforms in India proliferate, consolidation is on the cards.

Star India Chairman & CEO, Uday Shankar, is known for his out of the box strategies. Will they pay off?

The broadcaster in the 10th season of IPL earlier this year, is known to have earned over Rs 1,300 crore, while the previous season raked in Rs 1,100 crore of advertising money.

Sony Corp-owned SPN holds broadcast rights for the annual cash-rich Indian Premier League Twenty20 cricket tournament while also having the rights for the domestic leagues in South Africa and the West Indies.

The 2016 edition may not see a lot of the traditional sponsors, but there are a number of new entrants such as Oxygen and Oppo Mobiles, which are more than willing to come in as sponsors.