Top Story


Home >> Media - TV >> Article

Broadcasters to pull out analogue signals from Sunday midnight

Font Size   16
Broadcasters to pull out analogue signals from Sunday midnight

The much-awaited deadline for DAS Phase II, March 31, is fast approaching and broadcasters are all set to switch to digital in the 38 cities.

The Indian Broadcasting Foundation (IBF) has reiterated its commitment to television broadcasting digitisation. As mandated by the Ministry of Information and Broadcasting under the Cable Television Network Amendment Ordinance 2011, for the 38 cities notified in the Phase II sequence of digitisation roll out, television broadcasters will comprehensively switch off all analogue signals from midnight Sunday, March 31, 2013.

At its recent meeting held on March 19, the IBF board stressed such a move is necessary to smoothen the transition from analogue to digital cable TV.

Commenting on the initiative, Man Jit Singh, CEO, MSM and President, IBF said, “IBF and its members are committed to the successful implementation of digitisation in India. Our awareness campaign has received very good response. We are confident that the successful implementation of DAS II will tremendously improve the quality of television content and consequent viewership in the country.”

IBF members have been running regular awareness campaigns to educate consumers on the various benefits of digitisation. Some of these benefits include better picture and sound quality, enhanced services such as high definition, video on demand content and eventually, higher quality content. In addition, digitisation will also enable viewers to choose and pay for only those channels they want, rather than pick from packages with fixed prices. Digitisation will also bring about greater transparency between broadcasters, cable operators and consumer.

According to government statistics, overall 67 per cent digitisation has taken place so far. Will pulling off analogue signals have a negative impact? Singh said, “We have seen acceleration in the last moment. There are various pockets in the market which installs after the deadline. But for us it’s a law and government has given a deadline. We have to do what the law says.”

The March 31 2013 Phase II deadline covers Agra, Ahmedabad, Allahabad, Amritsar, Aurangabad, Bengaluru, Bhopal, Chandigarh, Coimbatore, Faridabad, Ghaziabad,Howrah, Hyderabad, Indore, Jabalpur, Jaipur, Jodhpur, Kalyan-Dombivli, Kanpur,Lucknow, Ludhiana, Meerut, Mysore, Nagpur, Nasik, Navi Mumbai, Patna, Pimpri-Chinchwad, Pune, Rajkot, Ranchi, Sholapur, Srinagar, Surat, Thane, Vadodara, Varanasi, and Visakhapatnam.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...