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/2017/03/23/jeff%20wender_0.jpg?itok=UjEkgLOU
Nielsen and Fox television stations renew local television ratings agreement

New York, NY – March 22, 2017 – Nielsen (NYSE: NLSN) has announced today that it has signed a long-term renewal agreement with FOX Television Stations (FTS) for audience measurement services. As part of the agreement, FTS licenses Nielsen’s Local Television ratings across all of the group’s 28...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/dd.jpg?itok=J9URWJvV
DD b'cast partner of CMS Vataran filmfest

Doordarshan today decided to become the broadcast partner for the 9th CMS VATAVARAN Environment & Wildlife International Film Festival and Forum later this year.

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/rahul%20%281%29_0.jpg?itok=3fmOAWlv
Rahul Chakravarti is Colors Bangla & Odia business head

Viacom18, one of India’s fastest growing media and entertainment companies, announced the appointment of Rahul Chakravarti as Business Head of Colors Bangla and Colors Odia. A veteran with over two decades of experience across FMCG, management consultancy and advertising, Rahul has worked across...

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/Amala%20Thomas.jpg?itok=RuQ7HHLj
Amala Thomas, who epitomised professionalism in the media, is no more

MUMBAI: Creative Producer and senior television professional Amala Thomas, who was the very epitome of professionalism all her life, is no more. The creative genius passed away on 17 March 2017 of a brief illness quite suddenly as she was very active. Amala is survived by her mother, sisters and...

Television Production House Fiction
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/Pushpaka%20Vimana_0.jpg?itok=wCA20ioJ
Infringement case filed against makers of the movie Pushpaka Vimana

Bangalore March 21, 2017: According to a suit filed against the makers of the Kannada movie Pushpaka Vimana (2017), they have not purchased the Kannada-language remake rights of the movie. It is an infringement of the rights owned by Kross Pictures India. Kross Pictures and Kross Television India,...

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/21/master-chef%20%281%29.jpg?itok=jWcHVoaF
MasterChef US Junior to premiere on Star World from 26 Mar

Star World and Star World HD will start airing the fifth season of MasterChef U.S. Junior starting 26 March at the prime time 9pm slot. The fifth season of the show, to be aired every Sunday, premiered in the US on 9 February this year with chefs -- Gordon Ramsay and Christina Tosi acting as the...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/21/ud%20%281%29.jpg?itok=wynuJ6tk
Censorship and extremism worry content creator even as tech helps: Uday Shankar

Star India chief Uday Shankar today said while the distance that India has travelled in just one year in adopting internet based behavior is nothing short of remarkable, he was sad that ‘our censor authorities seem to be getting more and more conservative’ as the world gets bolder.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/21/dd-kisan.jpg?itok=8Eezq33w
Need for outcome analysis on utility of Kisan Channel: Parl Committee

NEW DELHI: A proper outcome analysis on the grassroots impact of the Kisan Channel be conducted, in order to determine how the content of the Channel is actually benefitting farmers, a Parliamentary Committee has said.

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/21/BARC-Hathway-DEN.jpg?itok=dJPPf0Mv
BARC India in talks with DTH ops, MSOs for RPD to boost robustness

NEW DELHI: India’s incumbent audience measurement organization Broadcast Audience Research Council of India (BARC) is in talks with DTH operators and MSOs for return path data (RPD) via their respective digital set-top boxes at customer premises to augment the robustness of viewership vital stats...

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories