iWorld
Role of NTO in the rise of FTA channels
MUMBAI: With New Tariff Order (NTO) coming into force, 2019 has been one of the best years for free-to-air channels. The initial period was dark when people took time to select the channels of their choice. In this transition period FTA channels got an opportunity to be sampled on pay platforms as well. Because of NTO, FTA channels have not only marked their presence there but also made price corrections. Going ahead FTA channels, like 9XM, Fakt Marathi, plan to focus on content.
One of the most interesting sessions of VBS 2019 organised by Indiantelevision.com on 11 December 2019 was ‘FTA: The Roadmap Ahead’. The panel discussed NTO impact, key issues faced by the FTA channels, content focus on FTA channels, how FTA channels are dealing with distribution, carriage issues and the roadmap for next 2 years.
The panel was moderated by Indiantelevision.com founder, CEO and editor-in-chief Anil Wanvari with 9XM Media chief revenue officer Pawan Jailkhani, Enterr10 Media Fakt Marathi MD Shirish Pattanshetty and IN10 Media COO Akul Tripathi.
FTA channels largely got their reach because of the distribution but now like any other pay channel they want to focus on content. “There is a possibility that we were running the traditional old content but now we started producing fresh content as well,” said Pattanshetty.
Jailkhani believes distribution has done a fantastic job whether it is pre NTO or post NTO. Channels have got unimaginable reach and penetration. Earlier FTA channels used to get reach largely because of distribution and not because of content. “But now, FTA platforms are focusing on content not because of TV or competition but largely because OTT is a threat. From a content perspective, it is a threat because time spent is shifting to videos, to those platforms basically. So that’s how TV channels or FTA channels have woken up and said we need to focus on content,” said Jailkhani.
Tripathi opined, “We never need to produce new content, there is always content available which people haven’t seen even in different eras. The content also needs to be relevant. Right now, they would be watching it because it is a new thing and they are watching it for the first time. Going forward with the availability of the content and with the way of accessing the content, they are going to find the content that is more relevant.”
Even FTA music channel 9XM curates fresh music content every Thursday or Friday. There are close to 7-10 movies every week that are released. 9XM runs fresh songs and curates them too. “Curation plays a part but on GECs, the time spent plays a major role. Fresh content with the current theme is very important,” said JailKhani.
Post NTO, 9XM has gained the number 1 position in terms of reach. It’s also ahead of Star Plus in terms of reach. But what it is not able to convert is the actual viewership. Because it does not have time spent like GECs as it runs two and a half minutes of song and not half an hour of fiction show.
Jailkhani said that India is an underdeveloped, undersold advertising market. “We don’t get the ROIs which we should have got as per reach these guys get about channels – 100 million, 150 million reach week on week unduplicated. And it's huge. But we are not able to monetise it as per our expectation. But with NTO some price correction of about 15 to 20 per cent happened on 9XM.”
The panelists also informed that there is a perception that FTA channels are free channels or will not have viewership in urban cities like Mumbai. But data of channels like Dangal, 9XM or Show Box show they did well on pay platforms and also lead in pay homes.
Like any other paid channel, FTA channels invest in buying content and even pay premium to buy exclusive content to grab the maximum eyeballs. The channels don't compete with its competitors but overall TV viewership to get the maximum eyeballs.
Pattanshetty also informed that regional FTA channels do face issues when they get carried. “We recently launched Bangla so it becomes very mandatory that we are available in the Bangla market. And it’s not easy to get carried. The comparison is who is the last guy who launched and what charge he has paid. He has to pay the premium charge and you might not be able to get the required placement that you are looking at,” he said.
The panelists also revealed their company’s upcoming two-year plans. 9XM plans to bring digital channels. Enterr 10 plans more regional channels and fresh content for the views and IN10 Media intends to launch a new channel.
iWorld
Prime Video unveils biggest India originals slate yet
Nearly 55 titles across languages signal deeper push into films, series
MUMBAI: Prime Video is turning up the volume on Indian storytelling, unveiling its largest-ever Originals slate at the ‘Prime Video Presents’ showcase, with close to 55 series and films spanning languages, genres and formats.
The new lineup, which stretches across Hindi, Tamil and Telugu, signals a clear intent: go bigger, go wider, and meet audiences wherever they are watching, whether on streaming screens or in cinemas. Alongside Originals, the platform also announced a fresh theatrical slate under Amazon MGM Studios, marking a deeper step into the big-screen business.
Among the headline acts is The Revolutionaries, a large-scale drama from Nikkhil Advani starring Bhuvan Bam and Rohit Saraf. The slate also features Matka King with Vijay Varma, Raakh starring Ali Fazal and Sonali Bendre, and Lukkhe, which marks rapper King’s acting debut. Adding a genre twist is Vansh – The Kalyug Warriors, positioned as India’s first homegrown Hindi superhero series for streaming.
Familiar favourites are also making a return, with new seasons of Farzi, Panchayat, Call Me Bae, Dupahiya, Dahaad and The Traitors in the pipeline, reinforcing the platform’s bet on established franchises.
Regional storytelling gets a notable push. Highlights include a Telugu adaptation of The Traitors hosted by Teja Sajja, the drama Guvvala Cheruvu Ghat, and Tamil titles such as Exam and returning seasons of Vadhandhi and Inspector Rishi.
The slate also opens new creative partnerships. Hrithik Roshan’s HRX Films steps into streaming with Storm and Mess, while Alia Bhatt’s Eternal Sunshine Productions backs Don’t Be Shy. Production houses including Excel Entertainment, Tiger Baby Films and The Viral Fever further deepen the creative bench.
On the theatrical front, the platform is lining up five films, including Raftaar starring Rajkummar Rao and Keerthy Suresh, VIBE directed by Kunal Kemmu, Dilkashi with music by A. R. Rahman, Nayyi Navelli featuring Yami Gautam, and Kuku Ki Kundli starring Wamiqa Gabbi.
According to Prime Video India director and head of Svod business Shilangi Mukherji, India remains central to the platform’s global growth, ranking among its top markets for new subscribers. She noted that nearly two-thirds of users watch content in more than four languages, underlining a growing appetite for diverse storytelling.
Prime Video India director and head of originals Nikhil Madhok, said the new slate reflects a continued push towards bold, culturally rooted narratives with global appeal.
In short, Prime Video is not just adding titles, it is widening the lens. From small-town dramas to superhero sagas and cinema-ready spectacles, the message is simple: more stories, more voices, and far more ways to watch them.
