World general manager Nachiket Pantvaidya said that distribution and then marketing
come into play more in the case of, what he termed unique content channels. Digitization
would make a difference, but not to the viewer. He said there was need to have
a 'faith approach' since losses in India were not as high as in some other countries.
Short-term losses may have to be borne for long-term profits, he noted. |
also complained about the irrational price regulation regime which had shaken
the market, and also the rule that a la carte packages would have to be supplied
to all providers and operators. He said the carriage fee should be determined
by the demand and supply regime.
Cafe, Zee Studio and Zee Trendz business head Neil Chakravarti said that 90 per
cent of the software in English channels in India is coming from overseas. But
selling the channels really depended on how innovatively one could market them.
He said there was a lot of quality content available in English, but the constraints
of what a consumer could be charged often proved to be an impediment. Chakravarti
too said that the current price regulation was too rigid.
reply to a question, he said that only 10 to 15 per cent of the TV homes in the
country were multiple-TV homes. He stressed upon the need for addressability,
since cable operators still tended to under-state the exact figure of homes to
which they supplied signals. He also wanted financially feasible models for specialty
channels. Ultimately, the content was the key differentiator between one channel