TV still rules. 97% of India’s 2L hrs of content is made for television: Sanjiv Shankar

“With this report, you’ve taken the first critical step forward. Let us build on it and push for the revival this sector urgently needs,” said Sanjiv Shankar, Additional Secretary at the Ministry of Consumer Affairs and former Joint Secretary, Ministry of Information & Broadcasting, at the launch of the AIDCF-EY report on the ‘state of cable distribution in India’.

The report was launched in New Delhi in the presence of Ashish Pherwani, Parmet, Media and Entertainment Sector, Ernst and Young (EY) and members of AIDCF including President SN Sharma and Secretary General Manoj Chhangani who discussed and presented the impact of decline in pay tv and other glaring issues on the cable industry. 

In a candid and insightful address to the cable TV fraternity, Shankar called for introspection, collaboration, and bold steps to reinvigorate a sector facing both challenges and hidden strengths.

Commending the All India Digital Cable Federation (AIDCF) for conducting a comprehensive survey across all 34 states and union territories, Shankar emphasized that while the problems facing the industry were known for long, the legitimacy and credibility of a professionally produced report now ensured that policymakers would take notice.

He acknowledged the core issues facing the industry — declining subscriber bases, regulatory challenges, competition from internet-based content, and the rise of free-to-air services. 

However, he also highlighted the strengths the report brought to light, particularly India’s global leadership in television content production.

“We are producing 2 lakh hours of content annually, 97% of which is for TV. That’s the highest in the world. Less than 1% is OTT-focused, which still shows the dominance of TV,” Shankar noted.

He also pointed to the promising rise of connected TV, which blends traditional viewing habits with digital capabilities. “TV viewing in India remains a shared experience. Even connected TV, projected to grow to 7.6 crore by 2030 from the current 3 crore, carries a cultural connotation that aligns with how we consume content as families.”

Dispelling the notion that digital is cannibalizing linear viewership, Shankar insisted it’s not a zero-sum game. “People like me — and I’m not an exception — are watching both. We are using linear and digital side by side. That’s the reality.”

Encouraging the industry to look beyond internal competition, he remarked, “The sector is often compartmentalized, believing if one gains, the other loses. That’s a flawed perception. You grow as a whole. It’s a collective responsibility.”

He also highlighted the affordability of cable in comparison to OTT. “Even with cheap data, watching content digitally can cost anywhere between ₹700–1500 monthly, especially in urban areas. Cable remains far more cost-effective, and that matters in India’s price-sensitive market.”

Further, he warned against overestimating broadband’s ability to carry the same scale of content currently delivered via satellite. “We simply don’t have the broadband capacity yet to carry the volume of content that linear TV does.”

On the future, Shankar pointed to convergence and the role of MSOs moving into IPTV as a significant development. He noted that 37% of those surveyed are actively exploring this transition, calling it a “natural progression” for sustainability.

“Keep the subscriber at the center — that should be the mantra for both policy and business decisions,” he advised. “You need to align with broadcasters, your close cousins in the sector. Seek common ground, not confrontation.”

On regulation, he called for a level playing field. “Same service should mean same rules. We can’t have one set of rules for traditional players and another for new-age platforms,” he stressed. However, he cautioned against blaming regulation for all issues and called for internal consensus before approaching the government for changes. “Only when the industry presents a united voice can the government act effectively.”

He cited radio as an example where fragmentation delayed policy action, urging the cable sector to avoid repeating the same mistake. “Build harmony, align your interests, and present a consolidated demand,” he urged.

On content, Shankar made a passionate appeal to broadcasters to invest in high-quality programming for linear TV. “What’s the point of producing hundreds of hours if there’s nothing compelling to watch after IPL ends? Why can’t popular OTT content also air on TV? People should have the option to choose.”

He also flagged the proliferation of news channels — over 40% of the 918 TV channels — and their unique set of issues. While he acknowledged the explosion of political commentary, he emphasized the need for reform and scrutiny, especially in the context of fast TV.

In his concluding message, Shankar underscored two key takeaways: collaborate within the industry and innovate for the future.

 “This sector is still relevant and powerful, especially in rural and small-town India. Don’t underestimate your importance. Focus on content, customer needs, and cooperation. That’s the path to revival,” he said.