Let us say, they have given the permission to broadcast some program on demand, then they will make sure it goes live in 30 min. If there are some technical issues, only then it can get delayed, otherwise it will start in the said time. If it has not started in the said time, you may contact 10 play support. You have to share the details such as -> Name of the show -> The season -> Episode number and name -> Your device name etc. They will check and revert you asap.