Television

LMOs central to INCableNet's CAS plan: Vyas

MUMBAI: The Hinduja group owned multi system operator (MSO) INCableNet has based its entire conditional access system business model on the last mile operator (LMO). INCableNet officials also reiterated that the LMO will benefit from additional revenue streams in the post CAS scenario.

While speaking to indiantelevision.com, INCableNet COO Rajiv Vyas says: "We have already shared the drafts of our agreements with the distributors. The final draft will be finalised in close consultations with the distributors and LMOs. However, our efforts to introduce transparency into the MSO-LMO deals has reached a dead end because broadcasters haven't declared their prices as yet."

When questioned about commissions and incentives to be offered to the LMOs, Vyas offers: "First the broadcasters have to specify the prices of their individual pay channels and bouquets in writing rather than verbally talking about them. The deals involving the LMOs will depend on the seeding. The commissions will vary from channel to channel depending on the 'push' or 'pull' factor of the channel. It will be structured in such a way that the ground staff will be inclined to aggressively promote the pay channel and sell it to the viewers."

When questioned whether LMOs will get an equal share of the commissions shared by broadcasters with MSOs, Vyas says: "Part of the revenues will be deployed into marketing efforts such as creation of value-added packages for the viewers. We have created consumer-friendly 'product bouquets' that will include a mix of STB rentals coupled with FTA and pay channels."

It is expected that all the MSOs will take a short term hit to build a long-term base while deploying STBs in the households.

However, Vyas adds that the fall in revenues will be offset by other opportunities. "The possibilities are endless. Pay per view will be a great revenue stream. Initially, the PPV opportunities will revolve around movie releases, sports and special events - for instance a Falguni Pathak Navratri festival. One can even have capsuled channels - for instance, the ten best innings of Sachin Tendulkar amongst others. The LMOs will definitely get their share for promoting such offerings."

INCableNet is advanced talks with channels such as MTV for their co-branded credit cards that will eventually be sold through the LMO route post CAS. "The bank will develop special coded forms that will be sold and the LMOs will get commissions if the prospects are converted," Vyas says.

Vyas points out that the marketing of cable offerings will be 'restricted' to the extent of one's imagination - but one needs to adapt them to the Indian context. "Game shows such as Housie could become a regular feature on certain channels. There is a distinct possibility that major sports events organisers might approach MSOs for one-off events."

Summing up the discussions, Vyas says: "I would say that the post-CAS scenario will be exciting in terms of value driven offerings that help to enhance viewer experience. The idea is to create a WOW experience - raise the bar for service levels to such heights that the other service provider will find it difficult to upstage us."

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/and.jpg?itok=gmlb88MV
&pictures invokes the feeling of Indian-ness by ‘Saluting the Heroes of India’ this Republic Day

Celebrate the Republic weekend on a high note as &pictures, Naye India Ka Blockbuster Movie Channel brings to its viewers three blockbuster movies on 26th and 27th January.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/et.jpg?itok=c1a6nLak
ET NOW Unveils Mega Pre-Budget Line-Up

Setting the agenda for the interim budget, ET NOW, India's leading English business news channel from Times Network, has unveiled special programming in the run-up to Budget 2019.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/diiscvoery.jpg?itok=8yjyVtTz
Discovery pays tribute to the Armed Forces with Republic Day special line-up

Discovery Channel, India’s leading destination for factual entertainment, will celebrate Republic Day with a special line-up of shows dedicated to Indian Armed Forces.

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/naveen.jpg?itok=XLoaqFyD
Times Network international biz head Naveen Chandra moves on

Times Network’s international business head Naveen Chandra has stepped down and will be serving his last day on 28 February.

Television TV Channels People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/logos.jpg?itok=csfH09mP
This Republic Day, feel inspired and entertained by SPN’s English Cluster

As the nation embarks on a celebration of pride and valour on Republic Day, SPN’s English Cluster brings an entertainment parade of the finest shows and movies for its viewers.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/Shashi%20Shekhar%20Vempati.jpg?itok=KQPGyMuu
DD India to reposition as English channel; digital platform to launch before elections

Even as all the private media houses are gearing up for the general election, public broadcasters Doordarshan and All India Radio (AIR) are not lagging in their attempts to make hay out of the most lucrative season for news channels.

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/usp.jpg?itok=pH9gyts1
USP Studios partners with Cosmos-Maya to expand the global entertainment content distribution network for kids

Today, as parents are constantly trying to find the right balance of screen time for young kids, entertainment along with interactive learning plays an imperative role.

Television TV Channels Kids
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/axis.jpg?itok=HzeFqOmK
Axis Mutual Funds and The Womb take on Fake News in India!

In the context of fake news getting forwarded and investors getting unnecessarily influenced by it, Axis Mutual Fund, one of India’s premier asset management companies has launched an investor awareness campaign

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/motu-patlu.jpg?itok=PbD2fDhq
Celebrate Republic Day with Motu Patlu’s 18th made-for-television movie - ‘Motu Patlu the Superheroes – Super Villains from Mars’

This Republic Day, Motu-Patlu will embark on a all-new adventure, fighting evil to protect the citizens of Furfurinagar and Modern city in their upcoming TV movie ‘Motu Patlu the Superheroes – Super Villains from Mars’ premiering on Sunday, 26th January at 12:30 pm only on Nickelodeon.

Television TV Channels Kids

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories