The Indian Broadcasting Foundation has been putting forth its viewpoint to the CAS task force and the information and broadcasting ministry that it would be better if CAS is implemented in a planned manner, taking a city - instead of four as earlier envisaged - at a time. And a neighbourhood at a time in each city. The I&B ministry has been insisting that the rollout should be in four cities as has been mandated earlier by the CAS amendment.

"It's better if the rollout is done in a systematic manner," says a senior broadcast executive. "At this moment we are running short on time. It's quite possible that cable operators may not be able to provide enough boxes to their subscribers. If that proves a reality then the reach of our channels will drop in these four important television ratings cities. It's quite likely then that advertisers may ask for a drop in ad rates. At lower air time rates we definitely will not be able to support the budget agreements that we have signed with TV proudcers. We have therefore decided to inform our production partners much in advance that if CAS is not implemented right, we will be cutting their budgets. We don't want any litigation on account of this after 14 July. "

Apparently, the broadcasters have also explained to Bollywood's producers and distributors that film acquisition deals are going to less lucrative in a poorly implemented CAS environment. "Rs 5 crore as rights to telecast a movie are going to be a thing of the past in a poor CAS enviroment. The deals could be as low as 10 per cent of what used to be paid earlier," says the executive.

Now, unless a resolution to the CAS issue is found, and quickly, the TV production community and Bollywood's producers could also be well end up hurting where it hurts the most: their pockets.