Top Story

e4m_logo.png

Home >> Media - TV >> Article

Star, Sony may deny content to Zee DTH

31-December-2004
Font Size   16
Share
Star, Sony may deny content to Zee DTH

Broadcasters will need to comply with the ‘must provide’ order of the Telecom Regulatory Authority of India (Trai) only when the number of direct-to-home (DTH) players is more than one, Trai chairman Pradip Baijal told FE.

In the current scenario, broadcasters like Star and Sony are within their rights to deny content to Dish TV, the DTH platform from the Zee stable. Once another DTH player, for instance Tata-Star JV Space TV, starts the service, the ‘must provide’ order will come into force, Mr Baijal clarified. Trai had issued the order early this month.

Currently, Subhash Chandra-promoted Dish TV is the only pay DTH platform in the country. Even as public broadcaster Prasar Bharati also started DTH recently, it only has free-to-air channels on its platform. Therefore, the pubcaster’s DTH is not being considered a “competing platform”, Mr Baijal said.

It is learnt that Trai has indicated to Dish TV that “the must-provide order will be effective only when competing platforms are there”. The idea is not to give any one player an edge over the other. While Dish TV was launched late last year, Tata-Star DTH application is still pending with the government.

Incidentally, some industry stakeholders in the broadcasting sector had threatened legal action over Trai’s ‘must provide’ order. While industry experts and stakeholders cite exclusivity as the selling point of DTH, the Trai order is learnt to have focused on consumer interest.

As Mr Baijal put it, “We didn’t want multiple dishes at viewers’ premises”. And therefore, the must-provide clause. “I must develop a viable DTH,” he added.

Tags

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

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

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

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