GECs
Indian broadcasters push for separate commercial TV rates as streaming bites
MUMBAI: Indian television broadcasters are mounting a fierce campaign to restore separate pricing for commercial and household subscribers, arguing that forcing hotels and restaurants to pay the same rates as ordinary homes is killing their business.
The Indian Broadcasting and Digital Foundation (IBDF), which represents the country’s main TV networks, has petitioned the Telecom Regulatory Authority of India (TRAI) to scrap uniform pricing rules introduced in 2015. The lobby group contends that charging a Mumbai hotel chain the same rates as a middle-class family is not just outdated—it is commercial suicide.
“Like every other industry, TV services should recognise the higher value and different use cases in commercial environments,” the IBDF argued in its submission to TRAI. Before 2015, broadcasters enjoyed the freedom to charge premium rates to businesses and negotiate terms directly with commercial customers. That changed when TRAI imposed a one-size-fits-all pricing regime, stripping away broadcasters’ ability to set distinct commercial tariffs. Now, as television viewership plummets in favour of digital streaming platforms like Netflix, Amazon Prime Video, JioHotstar, Z5 and SonyLiv, broadcasters are fighting for their financial lives.
They argue that restoring separate, higher tariffs for commercial users could help the traditional TV industry weather the streaming storm.
TRAI has launched a review of the pricing structure and is consulting stakeholders—including broadcasters, direct-to-home providers, and cable operators—on whether uniform rates should continue. The regulator has not indicated when it might reach a decision.
The IBDF has branded the current rules as “too restrictive” and wants a return to flexible, market-driven negotiations with commercial subscribers. For an industry grappling with declining reach and stagnant subscription revenues, every rupee counts.
The outcome of TRAI’s review could reshape India’s television landscape, determining whether broadcasters can extract more value from their dwindling commercial customer base or remain trapped in a uniform pricing straitjacket as viewers continue their exodus to streaming services.
GECs
Asianet Television Awards 2026 celebrates women power in Malayalam TV
“She is the Colour” theme honours icons as ceremony airs on March 14 and 15 at 7 PM.
MUMBAI: If television lights up living rooms, this year Asianet decided to let women provide the colour. The Asianet Television Awards 2026 turned the spotlight firmly on women empowerment with the theme “She is the Colour”, celebrating the strength, resilience and achievements of women who continue to shape society and the Malayalam entertainment industry.
The ceremony honoured several distinguished personalities whose journeys have left a lasting cultural imprint. Among them was legendary playback singer Vimala Varma, widely recognised as the first Malayalam playback singer. The evening also paid tribute to Padma Shri awardees Devaki Amma and Vimala Menon for their exceptional contributions in their respective fields.
Leading women from the Malayalam film industry were also recognised during the event, including actor Shweta Menon, who currently serves as president of the Association of Malayalam Movie Artists, and National Award winning actor Surabhi Lakshmi.
The awards ceremony brought together a glittering lineup of actors and industry figures, including Jayasurya, Vijay Babu, Asha Sarath, Lena, Esther Anil, Anumol, Akhila Bhargavan, Sarayu Mohan, Prajod Kalabhavan, Gayathri Suresh, Sabumon Abdusamad, Swasika, Tini Tom, Sijoy Varghese, Kailash, Veena Nandakumar, Sabareesh Varma, Ansiba Hassan and Dinesh Prabhakar. Kishan Kumar, executive vice president Malayalam at JioStar, was also present at the event.
Beyond individual recognitions, the awards celebrated excellence across Malayalam television, acknowledging artists and technicians whose work continues to drive the industry forward.
The evening also offered plenty of spectacle, with elaborate dance performances, stunt acts and comedy skits performed by popular television and film personalities, turning the ceremony into a full fledged entertainment showcase.
Viewers will get to watch the celebrations when the Asianet Television Awards 2026 air on Asianet on March 14 and 15, Saturday and Sunday, from 7 pm onwards, bringing the star studded tribute to homes across Kerala and beyond.
