Star India likely to earn Rs 200-250 crore from PKL 6

Apart from Vivo, Star has roped in Thumps Up as ‘powered by’, Bajaj Electricals, Honda & Tata Motors deshketruck as ‘associate’ sponsors and RR Kables as ‘broadcast’ sponsors.

It may not be as popular as an IPL or a Cricket World Cup, but Pro Kabaddi League (PKL) is definitely one of the most popular non-cricketing events in India today. The sixth season of the league will kick off on October 7 and official broadcaster Star India is all set for the extravaganza with some big brands on board.

According to an estimate by media planners, Star is likely to generate Rs 200-250 crore in advertising revenue from TV and digital. The broadcaster last year signed a five-year title sponsorship deal with Vivo for Rs 300 crore (Rs 60 crore a year). Apart from Vivo, the channel has roped in Thumps Up as ‘powered by’ sponsors and Bajaj Electricals, Honda & Tata Motors deshketruck as ‘associate’ sponsors and RR Kables as ‘broadcast’ sponsors.

Talking about Tata Motors' association with the league, UT Ramprasad, Head-Marketing & Brand Communication- Tata Motors Commercial Vehicle Business Unit, said, "The successful experience  of the earlier seasons has encouraged Tata Trucks to come on board with  PKL as a central sponsor (in addition to our association with UP Yodha team), thus allowing a deeper and more integrated association with the sport. This association is allowing us to showcase our entire range, thus garnering greater ROI on the investment made. Among our portfolio, we are liaising for Tata Yodha as a brand that stands for kabaddi." 

Tata Motors has been associated with PKL for three years now. The partnership began with an association with U-Mumba in Season 4 and then UP Yodha began in Season 5. 

According to RR Kabel, kabaddi is one of India’s best loved sports and its fan following includes many of their priority markets and user segments.

“RR Kabel is delighted to be associated with Pro Kabaddi League for the second year in a row. The excitement of the sport and the passion and dedication of the players is a great parallel to the spirit of RR Kabel,” said Shishir Sharma, Head of Marketing, RR Kabel.

“We built our sponsorship into an integrated online/offline marketing plan that enhances the relationship between our brand, our customers, and kabaddi. This includes social media contests, digital activations, and user-generated content. Last year, we saw a direct connection between our sponsorship association and our digital engagement and we look forward to the next phase of marketing innovation,” Sharma added

Though Star has not given out any official figures yet, sources in the industry claim that the channel quoted Rs 8-12 crore for ‘associate’ and Rs 5-6 crore for ‘other’ sponsorships.

According to media planners, around 70-80 per cent inventory has been sold already and the rest has been kept on hold for sale later at higher rates. For the sixth season, the ad rate for a 10-second slot during matches is estimated to be around Rs 1.5- 2 lakh. “They have sold all sponsorships, from ‘associate’ to ‘co-partners’. They could be clocking anything between Rs 200 and Rs 250 crore,” said a media planner.

Another senior media planner says that PKL is a good property and Star does a good job selling it. “There are a lot of sports inventory in the market right now. But PKL is a good property and Star does a good job at selling it. I will be surprised if they don’t increase their sales by 20-25 per cent this year,” said the planner. “Rs 200-250 is a fair figure to go. If the market responds well to Star’s proposal, it can be close to Rs 300 crore,” he added.

According to GroupM’s ‘Sporting Nation in the Making’ report 2018, going by television ratings, PKL is the second-most popular league in India after IPL. The gap between the TV ratings of PKL and IPL is narrowing (in 2017, PKL delivered 1.5 TVR with 312 million reaches and IPL delivered 2.7 TVR with 411 million) and PKL has emerged as a popular sport property.

Validating the report, another media planner said that in terms of reach, ratings and cost efficiency, “PKL is nothing less than IPL.”

“Brands are leveraging on this property. In today’s scenario, PKL is the only non-cricketing property in India encashed by advertisers. In terms of reach, ratings and cost efficiency, it's nothing less than IPL. For brands that want to target male audience but do not have the kind of budget to be associated with IPL, PKL is the best entry point,” the planner explained.

During the fifth season, the tournament expanded, both in terms of number of teams and duration. Four new franchises-- Gujarat Fortunegiants, Tamil Thalaivas, UP Yoddha and Haryana Steelers--were added, taking the total to 12.

According to Vidhu Sagar, National Director - PointNine Lintas at MullenLowe Lintas Group, PKL is "doing great" and is "shaping up quite well".

“PKL is a great property. It's a property which is doing extremely well. Star India is of course banking on it for the avenues. Since it's the sixth season, the league has caught the momentum now and they will be consolidating from here. They have everything to look forward to. If PKL continues to go this way, I won’t be surprised if they soon cover the gap between them and IPL. It's shaping up quite well. Of course, IPL is the way ahead in terms of revenues, rates, appeal and traction, but kabaddi is an Indian sport and so has given rise to this interesting phenomenon. This is a league which is now ready to give reward to the broadcaster.” 

Indranil Das Blah, Founding Partner at Kwan Entertainment and Marketing Solutions, believes that the sixth season of PKL should be successful. “PKL has done well for itself every season since its inception. I think it should be a successful season,” he said.

Beginning October 7, the league will travel across 13 host cities and culminate in Mumbai. The 12 teams have been divided into 2 zones of 6 teams each. Each of them will be playing 15 intra-zone and 7 inter-zone matches prior to the playoffs. The playoff stage will comprise three action-packed qualifiers and two eliminators scheduled to take place in Kochi and Mumbai.

exchange4media reached out to Star for an official response on the story, but is yet to get a reply.

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News Broadcasting Awards: Faye D' Souza, Avinash Pandey and Supriya Prasad win top honours

India Today TV, Mirror Now, NDTV India, ABP News, and Aaj Tak also win big

enba 2018

The 11th edition of the exchange4media News Broadcast Awards was held on February 16, 2019, at the Radisson Blu, in Noida. The awards recognise the best in television news and rewards broadcasters and industry leaders who are responsible for shaping the future of Television Broadcasting in India. It also honours the people who make this industry what it is. 

ABP News Network's Avinash Pandey won the prestigious 'News Television CEO of the Year' award and Faye D'Souza of Mirror Now was awarded the 'News Television Editor-in-Chief of the Year' (English) title, while Supriya Prasad of Aaj Tak won Hindi 'News Television Editor-in-Chief of the Year'. India Today TV bagged the English 'News Channel of the Year' and the Jury's Choice went to Mirror Now in the same category. Aaj Tak won the Hindi 'News Channel of the Year' award, while the Jury's Choice award went to NDTV India and ABP News.

See the full winners' list below:

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DSPORT ropes in ‘MyTeam11’ as broadcast co-presenting partners for Pakistan Super League

The fourth edition of the second most watch T20 league in India will be broadcast LIVE on DSPORT from 14th February – 17th March 2019

DSport

DSPORT, a premium sports channel of Discovery Communications, has roped in fantasy sports platform ‘My Team 11’ as the official Broadcast Co presenting Partners for the 4th Pakistan Super League. Apart from ‘My Team 11’, a host of other brands will be seen as broadcast partners for the 4th Pakistan Super League, being telecast LIVE on DSPORT in India.  The fourth edition of the second most watch T20 league in India will be broadcast LIVE on DSPORT from 14th February – 17th March 2019. 

My Team 11 is a homegrown brand and were the Co-Presenting sponsors for the recently concluded Bangladesh Premier League 2019, which was aired LIVE on DSPORT. The Pakistan Super League is a franchise based Twenty20 cricket league, which was established by the Pakistan Cricket Board (PCB) in 2015. 

This year, the tournament will feature some of the greatest T20 stars from International cricket viz; South African AB Devilliers, Wayne Parnell; Caribbean stars Kieron Pollard, Sunil Narine, Darren Sammy and Andre Russell; Kiwi cricketers Cory Anderson and Luke Ronchi along with Pakistani Superstars Shahid Afridi, Fakhar Zaman, Mohammad Amir, Babar Azam and Wahab Riaz. 

RC Venkateish, Managing Director, Lex Sportel Pvt. Ltd., the channel management partners for Discovery Sport, said, “Fantasy Sports is a necessity for any sport and league to grow as it’s a natural extension for the fans to stay engaged to their favourite sport even after the LIVE action is over. My Team 11 with their recent associations has only showcased the growing interest and increasing fan engagement in Fantasy Cricket and hence it was but natural for us to get them on board as the Broadcast Partners for the Pakistan Super League. The league has a huge following in India and the fact that last year it was India’s second most watched T20 league is a testimony to its popularity. I am happy to welcome My Team 11 as our Broadcast Partners and I am confident that the Pakistan Super League will scale newer heights in viewership ratings.” 

The Pakistan Super League has always featured some of the top International as well as local T20 stars representing six franchisee teams from various regions of Pakistan. 
The tournament this year will be played across six cities from UAE and Pakistan. Defending Champions Islamabad United will clash against Lahore Qalandars in the season opener on the 14th February in Dubai. The tournament this season will be played from the 14th February – 17th March 2019 in Dubai, Sharjah, Abu Dhabi, Karachi and Lahore.
In context to this association, Sanjit Sihag, COO of MyTeam11 Fantasy Sports, said, “We are aiming at achieving international presence as a leading fantasy sports organization thus, the said collaborations. We believe our partnership with PSL can reap both the series and us, great results in terms of fan engagement.”

Further, Vinit Godara, the CEO of MyTeam11, highlighted how this collaboration will make PSL a popular call among fans. He said, “With MyTeam11 being a popular concept among sports fans, we believe that this broadcasting partnership with DSport for PSL can highly affect the popularity and fan base of the series. The players who will be participating in the tournament have a huge fan base in India and we are confident that the Indian fans will have a lot to look out for the future from the Pakistan Super League.”

My Team 11 is a homegrown Fantasy Sports Platform and has in the past associated with Bangladesh Premier League as “Broadcast Co-Presenting Partners,” with RuPay Pro Volleyball League as “Official Fantasy Partner,” and with DD Sports as the “Associate Partners” for India vs New Zealand T20 series. 
 

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Prasar Bharati makes around Rs 395 crore from auction of 40 DD FreeDish slots

Bucket C, that has News and Current Affairs channels, has got the highest premium over reserved price

prasar bharati

A total of 40 channels were allocated slots on various Buckets during the first annual e-auction of DD Free Dish held from February 11 to February 14. 
Providing details of the auction, Prasar Bharati in a statement said, “Subject to completion of all formalities, the channels that have successfully bid for slots will come on air on DD FreeDish platform from March 1, 2019. Consequently, the existing channels, which are on DD FreeDish platform on pro-rata basis, will be off-air after February 28, 2019.”
There slots are being offered under five Buckets. These are: 1) Bucket A+: All GEC (Hindi) Channels & Teleshopping, 2) Bucket A: All Movie (Hindi) Channels, 3) Bucket B: All Music(Hindi) Channels, Sports (Hindi) Channels, Movies (Bhojpuri), GEC (Bhojpuri), 4) BUCKET C :All News& Current Affairs (Hindi), All News& Current Affairs (English) Channels and News& Current Affairs (Punjabi) Channels and 5) Bucket D: All other remaining Genre (Language).

A total of 2 slots were sold under A+, 8 under A, 11 under B, 16 under C, and 3 under D. 

For Bucket A+, the average slot price was Rs 15.025 crore and the highest bid price was Rs 15.05 crore. 
For Bucket A, the average slot price was Rs 12.4 crore and the highest bid price was Rs 12.45 crore.
For Bucket B, the average slot price was Rs 10.6 crore and the highest bid price was Rs 10.95 crore.
For Bucket C, the average slot price was Rs 8.15 crore and the highest bid price was Rs 8.95 crore.
For Bucket D, the average slot price was Rs 6.08 crore and the highest bid price was Rs 6.1 crore.  

Talking about the auction, Shashi Shekhar Vempati, CEO, Prasar Bharati, said, “The total earnings from the 38th e-Auction of DD FreeDish is to the tune of Rs 395 crore. Though this is the first time we are having an annual auction, if we add up last year’s auctions, it is a 30 pe cent hike in earnings.”

‘Bucket C, which has News and Current Affairs channels-Hindi, English and Punjabi, has got the highest premium over reserved price. Initially, when there were only two divisions, there was a stiff competition between news and non-news channels. This time, it was slightly relaxed in that context. The premium over base price has also gone up against the last season.”

Vempati said a lot of broadcasters have backed out from the platform. “We shall determine the course forward and use it as an opportunity for brand Doordarshan,” he added.

“Also this was just the auction for the MPEG 2 slots. We will soon announce dates of auction for the MPEG 4 slots which will have an invitational price of Rs 5 lakhs. The lower price would help small broadcaster be a part of it and also bring regional diversity in the string of channels,” said Vempati.

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TV9 News Network to launch national Hindi channel TV9 Bharatvarsh

TV9 Bharatvarsh, a free to air news channel will be available across all the platforms and will have a presence on Cable, DTH and Digital platforms worldwide

TV9 Bharatvarsh

TV9 News Network announces the launch of its national Hindi channel, TV9 Bharatvarsh in Delhi next month. TV9 Bharatvarsh will enter the Hindi Satellite market with a well-known team of formidable journalists and dynamic presenters. The Hindi channel is all set to open up its largest news studio in the country, which will use the best of AR and VR technologies, and BOT News Tracker in its presentation.

Already a leader in regional media with six news channels in different parts of the country, this will be TV9 network's grand entry into the national media with its wealth of journalistic experience. TV9 Bharatvarsh will strive to change national television with its unique style of aggressive presentation blended with investigative journalism that will focus on the rights of the people. The Hindi channel will bring back issues that really matter and use the medium of television keeping the core values of humanity and people's interests in the forefront. Unlike other Hindi News channels, TV9 Bharatvarsh will not promote superstitions like Astrology.

People will connect with Bharatvarsh as TV9 network already has a proven track record of being the most powerful regional media house in India. Issues of the citizens of India have always been its primary focus. Associated Broadcasting Company Private Limited (ABCL) was started in 2003 by a group of young journalists lead by Ravi Prakash as CEO.

TV9 Bharatvarsh will be a free to air news channel. It will be available across all the platforms and will have a presence on Cable, DTH and Digital Platforms worldwide.

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Harvest TV renamed Tiranga TV

The owners of Harvest TV News had been pursuing the case with the I&B Ministry for the change of name since September 2017.

by Ruhail Amin
Published - 2 days ago
HarvestTV

Veecon Media & Broadcasting Pvt. Ltd, which had filed a petition before Telecom Disputes Settlement and Appellate Tribunal (TDSAT) for change of name of its television channel from 'Harvest TV' to ‘Tiranga TV' has been granted interim relief. TDSAT has permitted it to use the name ‘Tiranga TV’, according to a statement issued by Veecon Media & Broadcasting Pvt. Ltd.

Such relief from TDSAT could not have come at a more appropriate time.  M/s Harvest Television Network Pvt. Ltd, which claims to own the trademark for ‘Harvest TV’ has filed a suit against Veecon before the district court at Thiruvananthapuram for restraining Veecon from using the name and logo that has any  resemblance with the name ‘Harvest TV’.

Veecon had permission from the I&B Ministry to use ‘Harvest TV’ name and logo and had been pursuing its case with the I&B Ministry for the change of name since September 2017. Finally, it has succeeded is getting a change of name to ‘Tiranga TV’.

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BARC to release viewership data only to its subscribers for now

Decision comes two days after TRAI extended the deadline for consumers to choose pack of channels to March 31

barc

In view of the implementation of the New Tariff order of Telecom Regulatory Authority of India (TRAI), the Broadcast Audience Research Council (BARC) has announced that its viewership data will for now be released only to its subscribers.

“In light of the implementation of TRAI’s new tariff order and on- ground changes, BARC India’s viewership data will be released only to its subscribers until further notice,” read a notice put up on the BARC website.

The move comes days after the Indian Society of Advertisers (ISA) Executive Council issue an advisory saying that the viewership data from BARC India during the transition period should not be used for media planning, evaluation and buying perspectives.

The new tariff regulation by TRAI has left consumers and advertisers confused. TRAI recently extended the deadline for consumers to choose pack of channels to March 31. Earlier, TRAI had fixed December 29, 2018 as the deadline for the implementation, which was extended to January 31, 2019 to ensure a smooth transition. 

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TV is here to stay, while Digital will grow parallel, opine industry leaders

At the launch of PMAR 2019, a panel discussion was held on the topic- The growing importance of News. The session was moderated by Vikram Sakhuja, Group CEO Media & OOH, Madison World

PMARPanel

At the unveiling of the Pitch Madison Advertising Report (PMAR) 2019, a panel discussion was held on ‘The growing importance of News’. The session was moderated by Vikram Sakhuja, Group CEO, Media & OOH, Madison World. The eminent leaders on the panel were Avinash Pandey, CEO, ABP News

Network; Umang Bedi, President, Daily Hunt; Puneet Gupta, COO, Times Internet; and Rahul Kansal, Group Brand Advisor, Network18.

Initiating the discussion, Vikram Sakhuja asked the panellists how they define news? To which Avinash Pandey replied, “In TV and Print, there’s a fundamental difference. In Print, you can choose the page, you want to go, not everything is front page. In TV, everything is a front page story.”

Umang Bedi said, “The definition of news is changing. Every media company in the news space is left or right wing, which is politically aligned. One thing, which is changing in India is that they don’t care about national news, what they want is local news. Local is becoming the way to go in India.”

Puneet Gupta defined news as something meaning different thing to different people. “Newspapers segregate them on pages, digital publishers opts personalized content for their audiences. We have to find the right users for the right set of content piece that gets generated.”

Umang further added, “Digital numbers are growing because time spent on mobile device across news category has grown 7 times. We are seeing now, the time spent on digital, which used to be 13 minutes a day, has gone to 30 minutes per person per day across 200 million active users and more than 70% daily users. Hence, time spent is growing insanely.”

Rahul Kansal, Group Brand Advisor, Network18, said, “The share of news of all television hours of viewing was about 6.5% and now its 8.5%. News as a genre is clearly attracting more eyeballs.”

While discussing about the new TRAI regulations, Anurag Pandey said, “TRAI regulation says that there should be 100 channels in the FTA packs. Consumers are not educated enough to choose, so cable operators will bundle it and give it to somebody. The carriage price of being there may go up.”

Puneet elaborated, “Digital offers a very stable medium that right metric advertisers are looking for, whether you are traditional advertisers with a reach and frequency mindset. Digital solutions are available and it will gain more because of what is happening around in the ecosystem.”

He stated an example saying that elections online has been better than elections on TV for some. Digital is the way to go. Both on Times Now and Mirror Now, majority of the content carried was produced by the digital section, he said.

Umang further said, "TV as a medium is not going away. People in west say it’s dying. I would see a nearer threat for print. We are growing more and more hyper local. Within the app, we just launched TV platforms. Today, it has 40 channels, next week it will go to 300 and then to 543.

It’s going to get local content and we are curating it in a way that the audience will see both side of the spectrum".

Avinash agreed and said, “On digital, video consumption is growing very rapidly. We are also the largest digital player in the country with 25 million unique users, and 370 million page views every month.”

“I think content will need to be diagnostic. We will come across subscribers of newspapers, there will be progressive multi- channel consumption,” Rahul concluded.

 

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Broadcasters to charge MSOs & cable operators as per new tariff order from Feb itself: IBF

The broadcasting foundation said they will not wait until the new deadline of March 31 as a large number of subscribers have already shifted to the new regime

IBF

The Indian Broadcasting Foundation (IBF) has announced that since a large number of subscribers have already shifted to the new regime, broadcasters will be raising invoices on MSOs and cable operators as per the new tariff order from February itself and not wait till March 31, the new deadline.

The announcement was made two days after the Telecom Regulatory Authority of India (TRAI) extended the deadline for consumers to choose channels packs under the new tariff regime to March 31.

“By its latest Press Release No. 11/2019 dated 12th February, 2019, TRAI has acknowledged that 65% of cable services subscribers and 35% of DTH subscribers have already migrated to the new MRP Regime. However, since a switch off will cause inconvenience to subscribers, TRAI has extended time up to 31st March, 2019 to those subscribers who have not yet migrated to exercise their choice. In view of this there may be some confusion amongst DPOs regarding the implementation of the New MRP Regime. Some of our member broadcasters have been receiving calls from some DPOs seeking clarification regarding submission of monthly subscriber reports (MSRs) and billing for the month of February 2019,” IBF said in a statement.

“IBF would like to clarify that its member broadcasters have executed the Reference Interconnect Agreements (RIOs) under the New MRP Regime with the DPOs and have implemented the New MRP Regime effective 1st February, 2019 as mandated by TRAI. Thus all DPOs are statutorily bound to adhere to the provisions of the New MRP Regime. Accordingly, DPOs are hereby requested to provide their MSRs as mandated under the New MRP Regime in respect of each of their subscribers on the duly notified dates viz., 7th, 14th, 21st and 28th of every month. Kindly note that from the month of February 2019 onwards our member broadcasters will be raising invoices on DPOs in accordance with the provisions stipulated by TRAI under the New MRP Regime,” the statement added.

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Measurement and feedback important for great storytelling: Gaurav Banerjee

Banerjee, President, Hindi Entertainment, Star India, was speaking at the unveiling of the Pitch Madison Advertising Report 2019 in Mumbai

GauravBanerjee

At the unveiling of the Pitch Madison Advertising Report 2019 in Mumbai, Gaurav Banerjee, President, Hindi Entertainment, Star India, spoke on the topic- ‘Need to Measure Content in Digital’. 

Speaking about the importance of measuring content and how it gives content creators the much needed insight to make course corrections, Banerjee said, “The fact that you can measure content and get immediate feedback allows your idea to become better. I’m a guy who gets a report every Thursday and we think about what we did wrong and what could be made better.”

“A lot of writers who have the opportunity to work with us have taken those insights, gone to work on them and have become better storytellers. This is why measurement and feedback is really important. It helps us make good stories better. It tells us exactly what consumers want and therefore what should change. So I totally believe in the power of TRPs, it allows us to stay committed to serve our audiences in a better way. It allows good stories to stay and the bad ones, which we cannot fix, to go away,” he added.

Banerjee also highlighted the scale of work that Star India is doing and how its viewership is almost a continent in itself.

“When we get the story right on any Hindi entertainment channel today, the number of people watching it is equal to a small continent. One of the good shows that we have right now is a show called ‘Kullfi Kumarr Bajewala’ running in four different languages and the total viewership of this show alone is over 25 crore. So that is the scale of content that we do.”
He added, “Last year, more people watched IPL than the number of voters in the 2014 general elections. So everything which happens in content is about building engagement. The great part about good storytelling is that we can spark real deep conversations. We can do it better when we get feedback from our viewers.” 

Banerjee also underlined the importance of context in the mix of great storytelling. He stated that the divide between TV and digital is artificial and had no bearing on great storytelling.
“To me, as a storyteller, context is supremely important. Also, the divide between TV and digital to my mind totally artificial. We are in the business of serving consumers who in turn are deeply interested in stories. So, they will go to whichever way it is convenient for them to watch.”
 

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Major broadcasters pull out Hindi mass entertainment channels from Free Dish

Consumers may not get to watch general entertainment channels like Star Utsav & Zee Anmol

prasar bharati

A few top broadcasters have decided to pull out their Hindi mass entertainment channels from the free-to-air platform of Prasar Bharati, as per media reports. The list includes Star India, Sony Pictures Networks India, Zee and IndiaCast Media Distribution, which distributes TV18 and Viacom18 channels.

As a result of this consumers will not be able to watch some of the general entertainment channels, including Star Utsav, Zee Anmol and others.

According to an EY Report — India’s Free TV-DD Free Dish—the state-run DTH provider has over 20 million subscribers. This is considerably more than national pay TV companies, with the average for both being around 8 million and 16million.  Experts said this move by the broadcasters will bring down the wide viewership that DD Free Dish enjoys.

“Consumers will now have to buy the channels they want to watch from the cable operators as per ala carte options. This way, the whole objective of DD Free Dish which is to provide Free Entertainment to people across the country will not be served,” said distribution expert KK Sharma.

According to Raman Kalra, Partner, Entertainment, Media and Sports Sector, PwC India, “These are early days of the New Tariff Order and can potentially change a lot of things in the end-to-end distribution value chain. Subscription monetization and value creation between different players, be it broadcasters, MSOs, DPOs, last-mile operators or the public broadcaster will eventually be shaped up by market economics. Broadcasters have a total right to look at their business growth in free competitive market and decide on what business revenue models make sense. The next few quarters will be a defining era of many experiments.”

Prasar Bharati CEO Shashi Sekhar Vempati was not available for comments despite repeated attempts.

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