SET India CEO Kunal Dasgupta is in an angry mood. The reason: the overkill of the TRP for sale coverage on CNBC India. Dasgupta told indiantelevision.com that his company's name was unnecessarily being sucked into the picture. "No way do we have any say in all this. And we are not behind the discrediting the TRP campaign."

"There should be some editorial control on CNBC. It appears to be lacking," he says. "If it does not stop SET India will reconsider its distribution agreement with the channel. It's extremely irritating," he says.

SET India had earlier gone back on its agreement to invest in CNBC India. At one point it was scheduled to take a 20 per cent equity stake, but later decided against it.