this is a complicated process and is costly,https://m.economictimes.com/industry/media/entertainment/media/prasar-bharati-forms-new-guidelines-for-dd-free-dish/articleshow/67561284.cms
and your leaders doing the bidding for much sought after better timeslots of larger viewership and exposure gives creedence in building dedicated viewers with repetition thus building a brand for the company in the long run. This is a hallmark process in building infrastructure that equates to branding your product.