MAM
Digital world should pave path for targeted ads
MUMBAI: While there is talk about the growth of digitisation in India, the fact is that advertisers are not getting the benefit of it in India. The reason: the insertion of ads on local cable networks is not being monitored.
If the Indian cable industry was to be digitised, targeted and interactive advertising would be more feasible. The industry can also make ads to target geographical areas.
These were some of the key points made at the session on ‘Vas Advertising and New Business Models‘ at the India Digital Pay-TV Summit organised by indiantelevision.com and MPA. The speakers were Madison Media Group CEO Punitha Arumugam, NDS director ad solutions Asia Pacific Darryn Rodricks, Amagi Media Labs co-founder K.A. Srinivasan, Lukup Media director Kalol Borah and IndusInd Media & Communications VP Subhashis.
Arumugham said advertisers look for targeting and interactivity in a digital environment. “We are not getting what we want. The options to reach scale are limited. DTH is still a one way dialogue.”
Rodricks noted that with NDS Dynamic, an advanced ad solution that offers geographical targeting, you do not need to have a two-way connect.
“The solution is deployed at a household level. The solution gives broadcasters information on the interactive services being used. The aim is to not to displace but to complement the existing ratings system. Broadcasters know which homes they should target,” Rodricks said.
Srinivasan said his platform has 500 advertisers most of whom are local. They can reach their audience in an affordable manner. “The aim going forward is to have both national and regional brands advertising. Now there is a situation where national brands want to go local. For them targeted advertising would be beneficial. The challenge is to create an ecosystem for a targeting ad solution to work.”
But the key issue is that of monitoring. Unless TV ratings agency TAM sets up different headends, this might be a challenge.
Advertising on local channels run by cable operators is not exploited to the full. “We can only push clients to a certain extent. Cable operators should come across as a consolidated whole like the broadcasters,” said Arumugam.
Subhashis noted that CVO, a cable movie channel, attracted ads but placement charges outstripped its earnings. The situation would improve if operators and MSOs tied up with agencies to work together. “In a digitised world, a cable operator would be able to offer a 1000 channels. You could have server-based channels. You can also tie up with foreign companies like Scripps,” he said.
Cable TV operators could work with a ratings agency abroad so that advertisers could know the benefit of running their ads on a cable channel.
Arumugam questioned the feasibility of more than one ratings system. TAM is unable to go into rural markets as the industry doesn‘t fund it.
Borah noted that Vas services in cable are different from DTH. “You do not need a two-way path. The key issue is that of digitisation. MVoD can serve up different ads in different cities,” he said.
Digital
Election Commission to meet social media platforms on 11 March
Talks focus on tackling misinformation and deepfakes ahead of Assembly polls in multiple states.
MUMBAI: India’s poll watchdog is calling time on deepfake drama because when elections meet AI trickery, even the ballot box needs a fact-check referee. The Election Commission of India will convene senior officials from major social media platforms on 11 March 2026 at Nirvachan Sadan, New Delhi, to discuss the growing challenges of misinformation and deepfakes during elections.
The agenda centres on the “opportunities and challenges” of social media use in the electoral process, with the Commission aiming to develop a framework for its “optimal and responsible” application in line with existing laws. Discussions will cover improved content monitoring, faster responses to election-related complaints, and closer coordination with authorities during campaign periods.
The meeting comes ahead of Assembly elections in several states, including West Bengal, Tamil Nadu, Kerala, Assam and the Union Territory of Puducherry. The rising influence of social media in politics has heightened concerns over manipulated content, including deepfakes, which have been linked to incidents of violence and misinformation in past polls.
In recent elections, political parties and candidates have increasingly used AI tools to create synthetic videos, audio clips and fabricated statements impersonating opponents or falsely showing endorsements. The Election Commission had issued advisories before the 2024 general elections, directing parties to avoid circulating deepfakes and remove misleading material within three hours of detection, citing provisions under the Representation of the People Act, 1951 and the Information Technology Act, 2000.
The consultations follow earlier engagements with tech companies and reflect broader policy debates on regulating AI-generated content. Amendments to the IT (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 shortened the removal timeline for unlawful content from 36 hours to three hours, a change that has drawn criticism from industry players for leaving limited room for careful legal and factual review.
Executives from global platforms, including Meta, have argued that while they are committed to addressing harmful content, the tight deadline complicates compliance.
As deepfakes blur the line between real and reel, the Election Commission isn’t just monitoring posts, it’s trying to keep the vote real in an age where reality itself can be edited.
