But there is also the theory that the government will not
allow the market to determine costs of TV (and cricket) because
other forms of entertainment are becoming too expensive for
too many. Multiplexes for example are out of reach for many.
So there is only TV. This would mean that tomorrow the IPL
will be termed as being of national importance and will become
free to view.
You must note that there is no such thing as a free lunch
ever, so somebody has to pay the bill. What's been happening
in the last so many years is that the advertisers have been
paying the bill. The advertiser is the ultimate God who is
paying for everybody's lunch.
there is a combination of private equity money and advertisers
who are footing the bill. But eventually, the bill will have
to be paid by the consumers, who consume content in whatever
manner or the price points will have to come down. So either
all the price points return to normalcy by which the market
settles and everything will sort, or you will have to pay
in the world in a mature TV / entertainment business, you
have the twin model (advertising / subscription). That's the
way the business works. For us, it's always been immature,
fully lopsided towards the one side. Do you know any other
market which boasts of 300-400 channels which are all essentially
ad supported because distribution as a model is all over the
go to any other country where it is supported this way, you
will find 5-10-15 channels. So that's something which has
to be sorted. It is not like players have to think that India
is unique. And I think this has to happen.
is just a functional evaluation. This is what it needs, that
leap forward. The input cost is going through the roof, return
is coming down, and for the majors it is flattening their
others what would the plan be then? So that, I think that
has to happen and as they see that as the defining moment.
Whether you define a moment or the moment defines you, in
any case the industry will have to define the way forward.
Whether it is collective or individual, something has to happen.
is exactly the contradiction in this. But it needs resolution.
Otherwise a lot of these contradictions can co-exist for a
long time. Things can go round and round and circle and circle
without imploding or exploding.