IIPM & 4Ps Release :- ‘CAS’e for choice

IIPM PUBLICATION

DTH or Cable CAS? A tough one!
You could well bid adieu to those (not so) good ol’ days of paying up for Sun TV, Raj & Alpha Punjabi (unless of course you are fond of them anyways!). The dawn of year 2007 brought, in its wake, the enforcement of the Conditional Access System (CAS) for certain areas in Delhi, Mumbai & Kolkata. To put it simply, pay channels in these areas would now be available exclusively through set top boxes (STBs).

For the uninitiated, the concept of CAS is integral to both Cable TV and DTH. The major diff erence is that while cable is through wire network, DTH is via satellite, catering directly to the consumer and run by the broadcasters themselves. CAS will eliminate the middleman, as well as the cat fight over TRPs, since actual viewership can now be recorded, making it a boon for advertisers too. Roop Sharma, President, Cable Operators Federation of India says, “Broadcasters are opposing a la carte pricing because it would reveal their actual TRPs and result in subsequent revenue losses.” Also viewers get to choose their channels and pay for them only. The catch, of course, is that there have to be norms to ensure that rival DTH operators provide each others’ channels. Currently Tata Sky offers some Zee channels and Dish TV provides some of Star channels, after a directive by TRAI. Moreover, pricing is still an issue, as there is currently no cap on DTH prices. Recently, TDSAT has even asked TRAI to intervene in the matter. While current packages for DTH are attractive, the users may be in for some rude shocks later on.

If government regulation hasn’t compelled you to go for that STB yet, there’s another option on the way. BSNL is launching the next generation IPTV technology all over India with investments of Rs.8 billion, which will provide internet as well as TV channels through your humble and low-key (not for long!) telephone. Take your pick dear readers, but do ensure you also read what lies between those lines!

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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