Airtel MobileTV Sucks Big Time.... You would not be unable to unsubscribe to it once you subscribe

You read it right. Airtel has finally managed to touch the zenith of ripping off money from their customers with this Mobile TV Service. I subscribed to this service for IPL matches @40 Rs weekly in addition to Rs 10/day for IPL matches. Subscription was done immediately.

The major challenge came in when I tried to unsubscribe to the service, sending the text UNSUBTV to 54321 did not generate any response, and as I write it's been over 10 days since I have been trying to unsubscribe to this service, called up multiple times to the customer care (I don't know why they still use the word "care", "scare" seems more appropriate) and nodal officer.

Looks like in a hurry Airtel actually forgot a way to build an un-subscription option in this service.

Any of you out there facing similar issues ?

Update - 24th May 2011

Finally Airtel Mobile TV was unsubscribed. Teaches me a lesson not to subscribe to any more Value Based Services from Airtel again. :-)