In English (NDTV 24x7) and Hindi (NDTV 24x7), NDTV started its own news channels (NDTV India). Star TV wanted to keep NDTV's contract but wouldn't give it complete editorial authority. The STAR News brand was kept, however the station was exclusively available in Hindi. NDTV was expected to struggle to exist on its own, according to media watchers. It signed a distribution collaboration with Sony Entertainment Television's One World Alliance after much concern over its survival. This partnership with Sony provided NDTV with a solid foundation on which to build a new brand.
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