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.

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.

The live telecast of the match between India and Sri Lanka on Star Sports 1 Hindi, topped the Top 5 Programs with 3 million impressions