Displaying their solidarity, Hindi general entertainment channels (GECs) have announced a blackout of fresh programming, due to their inability to cope up with the increased costs.

The viewers will have to watch re-runs of their favorite soaps and shows on television as, facing the first day of 'zero fresh content' on their channels, broadcasters have sent strong signals to the TV content producers and workers that they would not absorb any rate hike at a time when the global economy is on a tailspin.

Addressing the press, Star India CEO Uday Shankar said: "We had to take such an extreme and drastic step of denying our viewers of their evening dose of Hindi entertainment content because any additional cost liability is unsustainable. We are the unfortunate victims in this crossfire between the TV producers and workers."

The Workers' Federation had struck work in October demanding higher wages and shorter working hours. Conceding to the demands would have meant a 15 per cent jump in programming costs for fiction shows, something the broadcasters said was "illogical" when "everybody was tightening their belts."

Though it is too early to assess the financial impact the impasse would have on the TV sector, advertisers fear an overhang of re-run shows would lure viewers away from GECs to movie, news and regional channels.

Hawas Media CEO Anita Nayyar said: "The strike will definitely impact the general entertainment channels as the channels will not be able deliver fresh content."