Create Level-Playing Field

Indian consumers don’t want to shell out more than Rs 200/- per month for a decent TV viewing experience, the fact that was revealed by a Centre for Media Studies (CMS) survey for cable TV services in non-CAS areas. While 90% consumers were ready to pay more in the last survey done, three years back, today the figure has come down to 25%. It was an eye-opener for all of us who always talk about consumer’s interest at each and every stage but we never tried to actually make this happen on ground.

Tariff creates fuzz

TRAI has finally come-up with the new tariff both for addressable (DTH, IPTV, CAS-notified areas) and non-addressable TV distribution systems (non-CAS areas). The regulator although seems to have failed in its endeavour as its “appease all” tactic has not pleased any of the stakeholders in the industry. Cable operators allege that the regulator is favouring the broadcasters by allowing them to increase their rates by 9 percent in lieu with the inflation and at the same time, it reduced the maximum tariff limits from Rs 260 to Rs 250 in non-CAS areas, putting extra pressure on already burdened small operators. The operators argue that if they collect a lesser amount from subscribers how they will be able to pay the hiked rates of pay-channels to the broadcasters. The operators are also barred from choosing channels on a-la-carte basis, an option which is provided to DTH consumers in the latest tariff order. With a-la-carte, they would have selected only the desired channels for their areas of operations. 

August 2010

1/8/10 -- India’s second 24X7 TV shopping channel Star CJ launched.