Star India, which announced a new Rs 30 monthly price tag for its bouquet, effective 1 March, has from Thursday begun an "educative ad campaign" on its revised subscription rate structure aimed at viewers.

The ads show a family discussing whether they should remove the Star feed rather than pay the cable operator for the hike in subscription. It ends with the family convinced that it should pay up.

"The whole idea is to lend support to the cable operators who might be facing difficulties in convincing their subscribers," a senior Star official says.

"We are also asking operators to run the ads on their local channels so the message can get across," the official says.