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/2017/04/26/discovery.jpg?itok=nmaneghf
Discovery Asia partners VS Media & Tabilabo

Discovery Networks Asia Pacific has announced two new partnerships across Asia, with VS Media – a top MultiChannel Network (MCN) that super-serves digital natives in Greater China with more than 120 million subscribers and 320 million video views a month, and Tabilabo – one of the leading and...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/26/tv%20viewers_0.jpg?itok=oBgv_l_a
Convenience & personalised content prompts 78% India's TV viewers' shift to OTT

MUMBAI: There has been a steep decline over the past year in the percentage of India’s consumers who prefer to view TV shows on TV sets. That percentage dropped 78 per cent, from 47 per cent to 10 per cent. In the United States, the number fell 57 per cent (from 59 per cent to 25 per cent), and...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/26/Arnab-Story.jpg?itok=S_X9Pi2q
Arnab's 'The Newshour' lands Times Now in soup in UK

MUMBAI: United Kingdom broadcast regulator Ofcom has studied several episodes of Times Now’s nightly show ‘The Newshour’ from last summer, which was broadcast during the rising tensions between India and Pakistan over Kashmir.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/26/Subhash-Chandra.jpg?itok=ht4rrVPQ
Zee Learn PAT more than doubles for FY-17

BENGALURU: The Essel Group’s core education company Zee Learn Limited (ZLL) reported 2.43 times consolidated profit after tax (PAT) in the year ended 31 March 2017 (FY-17, current year) as compared to the previous year. The company reported consolidated PAT of Rs 36.65 crore (20.5 percent of Total...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/25/Republic-Story%20%281%29.jpg?itok=fyc-97vb
Republic TV buzzing with pre-launch teasers featuring 'soft' targets, issues

Can the cocktail circuit media and Maoist sympathisers please stand up and name themselves?: Arnab Asks”. The latest tweet from Republic stated. With Arnab Goswami and his new project Republic TV, it cannot be the normal. Rather, true to his style, honed to a level of art, hype is the new normal...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/25/star%20vijay_1.jpg?itok=PGjaF3C0
Star Vijay ropes in slew of sponsors for weekend shows, launches new family drama

BENGALURU: Star India’s Tamil GEC Star Vijay had recently launched a couple of weekend shows – a chat show – Anbudan DD with Dhivyadharshini or DD of the Tamil chat show Koffee with DD fame and a Tamil reality stand-up comedy show - Kings of Comedy Juniors. The former airs on Saturday’s at 6pm...

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/24/star%20india%20%26%20hotstar.jpg?itok=Kyso1Ypu
21st Century Fox outlook on Star bullish despite $30m DeMon hit

MUMBAI: Though India’s currency demonetisation late last year with ripple effects of currency shortage spilling over in 2017 hit businesses all round, including the likes of Star, its parent 21 Century Fox has pinned high hopes on the OTT platform Hotstar and the overall ability of Star to...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/24/mix%20%281%29.jpg?itok=RadP7NjK
Sony Mix's 'Media Ke Surtaj' season 2 ends amid fanfare

The Grand Finale of the second season of ‘Media Ke Surtaj’ was held on Friday at Bungalow 9 in Mumbai. Organized by SPN’s music cluster channels, Sony MIX and Sony Rox HD and hosted by RJ Salil.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/24/cnn%20%281%29.jpg?itok=fKi-fUKD
CNN-News18 revamp part two: 'India 360' & 'The Crux' launched

With an aim to provide differentiated content to viewers, CNN-News18 recently initiated a revamp of its primetime with the launch of new shows - Face-Off At 9 at 9 PM and Viewpoint at 10 PM. Continuing with this process, the channel will unveil two more shows starting tonight at 8 PM with India...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories