In order to avoid competition within, the contract between the two conglomerates clearly encased the territories of operation for both networks: StarPlus exclusively aired English programming, with Zee TV being its Hindi-language counterpart.

However, on facing severe losses and very little market growth, Star violated the terms of the contract by slowly incorporating more and more Hindi programming into its schedule.

Star India took over the reins of the network in the Indian subcontinent and the Middle East, which enabled the channel to provide appropriate programming at accessible viewing time for audience across different regions of Asia.

[1] Initially, the channel followed a scheduling format similar to American networks, with new episodes of shows being aired on a weekly basis, a few days after their US telecast.

This was altered in early-2010 to shows being aired on a daily basis Weekdays (Monday-Friday), to consolidate the channel's core viewership and appeal to the population of India.

Later, the block was extended to weekends in November 2016 where the latest seasons of shows like 2 Broke Girls, Speechless, Modern Family and Son of Zorn were aired.