Top Story

e4m_logo.png

Home >> Media - TV >> Article

Trai-Media Partners report favours mandatory CAS

04-June-2004
Font Size   16
Trai-Media Partners report favours mandatory CAS

Hong Kong-based research firm Media Partners Asia favours introduction of the conditional access system (CAS) in a selective way, according to industry sources. Media Partners, which was commissioned to do a study on CAS by the Telecom Regulatory Authority of India (Trai), is not against the government mandating the system, sources added. Interestingly, when this Hong Kong firm had done an independent study on CAS a year ago, it was against a mandatory conditional access system.

Trai chairman Pradip Baijal, however, told eFE that the Media Partners report has discussed “both options”. He added: “There’s no single answer to this” (on whether to make CAS mandatory). When asked to clarify the Trai stand on CAS, Mr Baijal said: “I can’t say (which way CAS will go). The issues are far too complex.”

Trai officials, who are dealing with CAS, refused to div-ulge the details of the Media Partners study, saying “it’s an internal report”. Trai, which was given the additional resp-onsibility of the broadcasting sector a few months ago, plans to roll out CAS recommendations in July. It will be up to the government, after that, on whether to introduce CAS.

Media Partners, in both the reports, favours a trial run of CAS, limiting it to a one-city roll initially. Also, CAS has been found to be technically sound by the media and publishing firm, in both the reports. But it had pointed out, in its earlier report one year ago, that mandatory CAS implementation would adversely impact consumer demand and weaken the fundamentals of the country’s entertainment sector.

Meanwhile, government may not like to introduce CAS as a mandatory system any longer, after it got into a messy situation last year.

Tags

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...