MUMBAI: NDTV has decided to convert its free to air (FTA) channel NDTV India as a pay channel with effect from 15 September. On 8 April 2016, NDTV India, the Hindi news channel, started its FTA journey. Prior to that, the channel was a paid service priced at Rs 3.37 on direct-to-home (DTH) and addressable platforms.

The channel will be priced at Rs 0.85 for addressable platforms.

A public notice issued by NDTV stated, “This is to inform viewers of NDTV that its channel NDTV India (Hindi language news channel) which is a free to air channel in India would be a pay channel across all platforms effective midnight of 15 September 2018.”

In FY17, NDTV’s subscription revenue stood at Rs 42.1 crore compared to Rs 42.5 crore in the previous fiscal. The subscription revenue comprised 11 per cent of the company’s total revenue during the fiscal year.

NDTV India was following a trend in the market when it made the decision to go FTA. After NDTV India’s decision to go FTA, Zee News and News18 India (earlier IBN7) had also gone FTA in the same year.