@ Ajju.....If thats the case, then atleast dont give it TRP. Watch it in SD. Thats the best way to boycott.@ Rajiv....Well "Sustaining" shudnt be any excuse at all. They are already charging a premium for subscribing to the the channel. If they cant sustain, then they better stop airing the channel itself. All over the world they show without ads, or with minimum ads. Not like this.More importantly, they also show pre-match discussion, post match analysis, lunch time talks, everything. Whereas here, it starts just 5 mins prior to the scheduled start & God knows what they show after the match - have never seen that coz India hasnt won any game till now after this channel came.How do the other channels like Star Movies HD, Star Plus HD, Star World HD, Star Gold HD, "sustain" without ads? These channels never show ads in between programmes/movies. And after that also, its just song fillers with 1 or 2 promos in between.