DTH

Negligible content investment for the urban viewer segment: Tata Sky's Harit Nagpal

Regulatory battle has impacted the industry being an obstacle to price change

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/04/26/tata.jpg?itok=uudCNmvC

KOLKATA: The pay-TV industry in India has been highlighting the regulatory overburden in the industry for some time now. The players have been battling several legal issues, the amended new tariff order (NTO 2.0) being the most discussed one. According to Tata Sky CEO Harit Nagpal, it has not only impacted the growth of the industry, but put a halt on broadcasters’ plans to bring any change in pricing since January 2020, despite rising industry costs.

Speaking at the recently concluded APOS 2021, the Tata Sky CEO said broadcasters will not be able to make up for this period, even if they are allowed to alter prices tomorrow. “A hole has already been created in the ability to generate revenue for the industry. There is a logjam between broadcasters and regulators via legal cases, which we are hoping settles down soon, so that broadcasters can raise prices,” he explained.

According to Nagpal, the price hike will enable broadcasters to invest in creating more differentiated content and help them cater to increasing needs of viewers from various segments. “There has been a negligible investment for the urban viewer segment, even though it is one of the growing segments,” he pointed out, during a virtual session with Media Partners Asia executive director and co-founder Vivek Couto.

But the Tata Sky CEO highlighted that he still remained optimistic about the growth of linear TV in India. “Both will survive; both will grow but not at the cost of each other. The people who can afford a broadband connection at home, and can subscribe to SVoD, can also afford TV because TV is much cheaper than that,” he added. “And viewers who cannot OTT subscriptions will watch content that comes only through cable and satellite. TV viewing remains a habit for Indians.”

Recalling the days he spent days walking in and out of 1,200 customer homes in the rural area, Nagpal said there was rarely a home without a television set in India. “It's like background noise. A family collectively consumes six to 10 hours of TV content per day. It is one segment that leaves a high opportunity for the growth of traditional TV,” he shared.

Despite that, there are still around 100 million homes that don’t have a TV in India. The data shows that TV sales have picked up in the last few years. But there is still a gap in TV penetration this year due to the ongoing crisis, which will be filled in the next few years, he noted.

"We have not seen signs of on-demand content or even broadband penetrating the kind of numbers that we have been hearing for the last few years. Despite the best efforts of most of the broadband operators, we have not seen numbers reaching the level that we are talking about," said Nagpal.

Tata Sky has embraced the change in the industry with the launch of Binge products – its smart boxes which offer both TV and OT content. The DTH operator has also marketed the product aggressively last year. 

"We never expected these services to reach the level of DTH. We said both will grow. Maybe Binge will grow faster in terms of percentage because we have got a small base. But there is enough headroom for the satellite TV market to grow. We are pretty happy with the numbers of both sides," Nagpal stated. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/20/dish.jpg?itok=h2Jl3Tl3
Dish TV seeks more time to convene AGM, defers 27 Sep meeting

Dish TV has sought additional time to convene the next Annual General Meeting (AGM), which was initially scheduled to be held on 27 September. The company has cited some regulatory approvals, that it needs to obtain before going ahead with the meeting.

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/x.jpg?itok=zzZGqJBe
DTH expands even as pay TV market saturates

Pay TV subscription revenue is expected to reach $7.6 billion by 2026 over $6.4 billion in 2021, stated Media Partners Asia in its latest report on India’s online video market, which also highlights the increasing market share of Direct-to-home (DTH) even as cable TV remains in structural decline.

DTH DTH Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/09/photogrid_plus_1631181635545.jpg?itok=JqamlZts
DTH operators write to TRAI over broadcasters offering pay channels on DD Free Dish

Mumbai: Direct-to-home (DTH) service providers including Tata Sky and Airtel Digital TV have written to the Telecom Regulatory Authority of India (TRAI) asking the telecom regulator to address the issue of broadcasters making their pay channels available on Prasar Bharati’s FTA platform DD Free...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/07/photogrid_plus_1631011064471.jpg?itok=l2QMqoyb
Tata Sky’s new ad promotes aggressively priced Thalaiva pack

Mumbai: Content distribution platform and pay-TV platform Tata Sky has launched a new campaign for potential customers in Tamil Nadu. The narrative of the campaign "Vera Level" communicates the elevated entertainment options that are offered by a Tata Sky connection – highlighting the regional...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/07/yes.jpg?itok=6x5eZLAz
Yes Bank seeks removal of current directors of Dish TV

YES Bank, which holds 25.63 per cent stake in Dish TV India Ltd has sought the removal of the current directors and managing director of the direct-to-home service provider. The bank has recently issued a special notice asking the company to put its proposal to vote at Dish TV’s upcoming annual...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/01/photogrid_plus_1630476619374_0.jpg?itok=_XpI_j-J
DTH operators report sharp drop in subscribers in Jan-March: TRAI

Mumbai: The total number of active DTH subscribers declined to 69.57 million at the end of March 2021 from 70.99 million at the end of December 2020, as per the Telecom Regulatory Authority of India (TRAI). This is in addition to the subscribers of DD Free Dish (DTH service of Doordarshan). The...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/26/tata.jpg?itok=Kz-bYLc1
Tata Sky unveils its first batch of Make-in-India set-top boxes

DTH operator Tata Sky on Thursday unveiled its first batch of Made in India- set-top boxes which have been manufactured in partnership with Technicolor Connected Home and Flextronics.

DTH DTH Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/25/photogrid_plus_1629887542032.jpg?itok=BS3Bromd
Prasar Bharati concludes 55th e-auction; allots two MPEG-4 slots

Mumbai: Public broadcaster Prasar Bharati has allotted two vacant MPEG-4 slots for its DD Free Dish DTH platform at the end of the 55th e-auction, held on 23 August. The successful bids went to the Hindi news and current affairs channels Vertent Samachar Plus 24X7 and FM News. The channels will be...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/11/dd_free_dish.jpg?itok=z6Vl91wT
Prasar Bharati invites bids for vacant MPEG-4 slots in 55th e-auction

Prasar Bharati has invited applications for the allotment of vacant MPEG-4 slots of DD Free Dish DTH platform for the period from 1 September 2021 to 31 March 2022 through the 55th e-auction. The e-auction process will be tentatively held on the afternoon of 23 August.

DTH DTH Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required