This is an interesting case of product placement: exchange4media reports that starting December 18th, all ringtones in the K-serials on Star Plus will be the proprietary Idea Cellular ringtone. So how many times will a cellphone ring with the Idea ringtone during a show? Commitments must surely have been made. Also, should one expect that characters in the serial will not take the call immediately? Apparently, they’re trying to ensure that it doesn’t take away from the viewer experience. Question is - since it is just audio, will the ringtone register as being that of Idea cellular? They’ll probably have to also support it with advertising during the commercial break. Also, will we soon find other shows offering a similar opportunity to advertisers?