FAST platforms need accountability, not overregulation: Eenadu TV to TRAI

Regional broadcaster Eenadu Television Private Limited has called for a “light-touch” regulatory framework for Application-based Linear Television Distribution (ALTD) and Free Ad-Supported Streaming Television (FAST) services, while simultaneously urging the Telecom Regulatory Authority of India (TRAI) to impose strict non-discrimination obligations on platform operators to prevent market distortion and protect broadcasters, especially regional players.

In its submission to TRAI’s consultation paper on formulation of a regulatory framework for ALTD services, the broadcaster said internet-based television ecosystems are fundamentally different from traditional cable and DTH distribution systems and should not be subjected to heavy-handed legacy regulation. 

However, it warned that application providers and aggregators are increasingly functioning like distribution platform operators (DPOs) and therefore require regulatory accountability.

The Hyderabad-based broadcaster argued that all application providers (APPs) should be mandated to ensure parity in content availability, discoverability and commercial treatment, while refraining from “arm-twisting” or discriminatory practices against content providers.

The company said that while innovation and investment in the emerging ALTD and FAST ecosystem should not be stifled, unchecked platform dominance could create unfair market conditions for broadcasters. 

It proposed that APPs be designated as the primary regulated entities responsible for compliance obligations because they serve as the aggregation and distribution layer interfacing directly with consumers.

Calls for platform accountability

ETPL said APPs should be required to provide non-discriminatory access to all content providers, maintain parity in onboarding and placement, and avoid coercive commercial practices. The broadcaster compared ALTD operators with traditional DPOs such as MSOs, DTH, HITS and IPTV operators, arguing that regulatory obligations should logically rest with the platform layer.

At the same time, the broadcaster strongly opposed extending additional regulatory burdens to licensed broadcasters, noting that they are already governed under the Cable Television Networks (Regulation) Act, MIB uplinking and downlinking guidelines, the Information Technology Act and self-regulatory codes.

According to the submission, any new framework should focus on platform-level accountability rather than duplicative regulation of broadcasters.

ETPL also argued that all non-licensed content providers operating on ALTD platforms should be brought under appropriate programming and advertisement guidelines and subjected to censorship norms applicable under existing laws.

Push for authorisation framework

While advocating a facilitative and market-led regulatory approach, the broadcaster nevertheless supported introduction of an authorisation system for ALTD platforms with stringent entry conditions aimed at ensuring participation by credible and well-capitalised entities.

It proposed that ALTD registration norms should be brought at par with DTH, HITS and IPTV operators, including mandatory incorporation in India, ownership disclosures, meaningful bank guarantees and “must-carry” obligations.

The broadcaster also suggested that foreign ALTD operators should only be allowed through Indian-incorporated entities or joint ventures and must comply with foreign investment and FEMA norms.

ETPL said the regulatory approach should remain “minimal, facilitative and designed to ensure seriousness of participants and accountability” instead of imposing operational restrictions.

Warning against overregulation

The company cautioned TRAI against imposing legacy-style broadcasting regulations on the nascent ecosystem, arguing that excessive regulation could reduce incentives for innovation, constrain content experimentation and increase compliance burdens.

Citing regulatory approaches in the United States, China, Japan and the European Union, ETPL said global markets have largely adopted self-regulatory or light-touch frameworks for FAST and ALTD-type services, relying primarily on competition law and consumer protection safeguards.

The broadcaster referred to studies and policy approaches from organisations including the OECD, European Commission, Ofcom, FCC, GSMA, ITU, Deloitte and PwC, which it said broadly support regulatory forbearance for digital video ecosystems.

Pricing parity concerns

A major concern highlighted by ETPL relates to the growing availability of television content on ALTD and FAST platforms under hybrid monetisation models.

The broadcaster argued that if licensed pay TV channels are carried on ALTD platforms in their original linear form, then pricing parity norms applicable to traditional television distribution should also apply to such services.

However, it differentiated between original linear feeds and curated or repackaged content distributed under FAST or hybrid models, arguing that such content should remain outside rigid pricing controls because of differences in audience profiles, revenue models and cost structures.

ETPL warned that free availability of pay television content on advertising-supported FAST platforms could distort markets and erode broadcaster revenues if not subject to fair treatment obligations.

The company further demanded that similarly placed content providers be treated equally by platform operators and said preferential treatment, biased discoverability and differential pricing practices should be prohibited.

No mandatory sports sharing

The broadcaster opposed extending legacy broadcast obligations such as mandatory sharing of sports signals with Prasar Bharati and compulsory channel carriage requirements to ALTD platforms. It argued that such obligations are unsuitable for internet-based services and could distort evolving business models.

Instead, it proposed disclosure-based oversight for monitoring, inspection and information-sharing requirements while ensuring fair access and non-discriminatory carriage obligations.

Separate audience measurement system

On audience measurement, ETPL said ALTD viewership should not be integrated into the existing television ratings framework at this stage because streaming consumption patterns differ fundamentally from traditional linear television viewing.

The broadcaster said ALTD ecosystems are driven by on-demand, app-based and personalised consumption behaviours, unlike conventional mass-viewing television models, and therefore require separate measurement frameworks until methodological convergence becomes viable.

Consumer protection and certification

On consumer protection, ETPL recommended flexible, platform-centric grievance redressal mechanisms rather than prescriptive regulations. It also suggested that technical certification norms for smart TV manufacturers and operating systems should be developed through separate consultations involving the Ministry of Electronics and Information Technology (MeitY).

The broadcaster favoured a self-certification framework supported by a centralised registry maintained by the Ministry of Information and Broadcasting, allowing television manufacturers and app stores to verify authorised applications without conducting independent compliance checks.