Television

Bid to educate viewers about CAS: Star, Sony, ESS consent, Zee opts out

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2015/11/14/Untitled-1_4.jpg?itok=Tk8fMLyx

NEW DELHI: Conditional access system is forcing various stakeholders of the industry to go in for initiatives that were not on the top of their priority list. Educating the average cable consumers about CAS is one such move.

 

According to industry sources, Rupert Murdoch's pan-Asian television venture, Star, has initiated a move, along with Sony Entertainment TV, to air promos featuring popular soap characters in a bid to educate the consumer about the changing scenario.



The reluctance of an average Indian cable consumer to go in for a change and cough up additional money from what he is already doing so is something that is worrying broadcasters, especially those running pay channels.



The sources said that in meetings that were held in Mumbai - attended by Star India, Sony, Modi Entertainment Network (that looks after the distribution of channels like Ten Sports, Fashion TV and Hallmark) - in the recent past, it was decided to educate the cable consumer about various aspects of CAS. These aspects include the fact that set-top boxes would be needed to access pay channels post CAS, the probable pricing structure and the cost of the box.



The idea is to have these promos featuring popular actors and actresses from serials like Kyunki Saas., Kkusum, Heena and some film actresses too exhorting viewers to 'continue the beautiful relationship' they have had with these characters in the future also and buy boxes in a post CAS regime, the sources said.



However, the Subhash Chandra-promoted Zee Telefilms or its sister concerns like Siti Cable are not part of this move. "The offer was made to Zee/Siti Cable too to join us, but for reasons best known to them the offer was turned down,"a source in the Star-Sony alliance said. Siti Cable, or its parent company Zee, refused to comment on the development.



The promos are to be run across Star, ESPN-Star and Sony channels and are likely to be put on air soon. Some of the promos are ready, according to the sources.



But, the question that the industry is asking: wasn't it the duty of the government also to help in this educating process? To be fair to the government, it did bring out advertisements on CAS in the newspapers sometime back, but very few must have noticed them. Reason: the advertisements looked and read like tender notices that are regularly put out by the government and were unimaginative enough not to attract readers.



"What the government and the broadcast industry need to do is to go in for a planned and joint media blitz for a short period of time, at least, to educate and tell an average Indian cable subscriber about conditional access and issues related to it in a professional manner," said a senior executive of an advertising firm that has worked with the government in the past on several projects like voluntary declaration of income scheme.



The education process gains importance as the cable subscriber is getting contradictory signals from different stakeholders of the industry and is confused about the status of CAS.



The confusion is confounded by facts like attempts to form separate bouquets of pay channels to suit the pocket of the consumer.



Recently, Star, Sony and some other channels came up with a proposal to have several tiers in a post CAS regime (also read the proposed pricing structure), a move that the media has reported on but which has only resulted in confusing the consumer even more.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/pv.jpg?itok=11OhTSzk
The seasonal show saga on Indian GECs

MUMBAI: Daily soap operas, with an infinite number of episodes, is the unique feature of India’s TV entertainment offering. From the era of a single national broadcaster to today where you can pick from a plethora of general entertainment channels (GECs), times have surely changed. What is slowly...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/star.jpg?itok=XqQ1JaZk
Star ushers in IPL's new era with a bang

Star India is all set to reinvent the Vivo Indian Premier League (IPL) 2018 by increasing fan-engagement levels and bringing the sporting spectacle even closer to cricket fans across the country. The broadcaster’s press conference in Delhi today started with Sophia, a robot, in conversation with...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/punit.jpg?itok=QMjjRK9k
Zeel numbers up on higher ad revenue in third quarter

The Subhash Chandra led Indian television network Zee Entertainment Enterprises Limited reported 11.5 percent and 28.3 percent increase in consolidated total revenue and profit after tax (PAT) respectively for the quarter ended 31 December 2017 (Q3-18, quarter under review) as compared to the...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/baba_0.jpg?itok=4dsXrFZQ
Ramdev wants telecast fees waived off for devotional channels

Baba Ramdev today took a shot at the government for imposing high tax on telecasting devotional TV channels.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/tumbin.jpg?itok=BK_vfhpI
Be privy to a traditional ode to eternal love and longing with 'Tum Bin 2' on Sony MAX

Sony MAX, the leading Hindi movies channel from Sony Pictures Networks will be whipping up romance this January as it brings the sequel of the 2001 hit movie, ‘Tum Bin 2’ on 19th January at 8pm.

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/irra.jpg?itok=HbcXocFG
IRAA Awards Now accepting nominations

In its 12th consecutive year, the Indian Recording Arts Academy Awards (IRAA) 2018 will be hosted alongside the PALM Expo 2018 at the Bombay Exhibition Centre. The awards will once again recognize exceptional skills in music, soundtrack recording and mixing in Indian music for albums and movies.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/network18a_2.jpg?itok=UB6MjyrR
Network 18 PAT at Rs 114 million

Network18 Media & Investments (Network18) reported a marked improvement in its numbers for the quarter ended 31 December 2017. The consolidated revenue (net of revenue from joint ventures and associates) for the company declined marginally by 1.8 per cent year-on-year (yoy) to Rs 3660 million...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/bbc.jpg?itok=D-KQbcCd
Get Intriguing Insights into the human mind with 'Meet the Humans' on Sony BBC Earth

If you think human behavior is predictable, think again. In ‘Meet the Humans’, a show on Sony BBC Earth, starting January 22, at 8pm, a trio of experts led by Dr. Michael Mosely take a microscopic look at the human behavior and discover how incredibly unpredictable and complex humans are.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/tv18.jpg?itok=9obzztU8
TV18 profits decline in third quarter

TV18 Broadcast Ltd (TV18), the subsidiary of the Mukesh Dhirubhai Ambani-controlled Network18 Media and Investments Ltd (Network 18), reported consolidated total income of Rs 10 crore for the quarter ended 31 December 2017 (Q3-18) as compared with income of Rs 23.6 crore for the corresponding year...

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories