New Delhi, Sept. 29 -- With exclusivity no longer the golden rule, television channels and streaming platforms are syndicating content freely across networks. The latest example: Amazon's free streaming service MX Player has tied up with Sony Entertainment Television (SET) for its reality series Rise and Fall. Episodes will air on SET the same day as the OTT release.

Earlier, Sony's iconic CID also began streaming on Netflix, while Bengali platform hoichoi now carries free-to-air (FTA) channels within its live TV app.

Industry experts say the push is about expanding distribution, reach, and monetization at a time when subscriptions have plateaued and ad growth remains patchy. With high production costs and long development cycles, partn...