DTH
Cas paves way for consolidation
MUMBAI: The complexion of the cable TV industry is fast changing. Cas (conditional access system) is paving the way for consolidation as cable operators need to find money to subsidise set-top boxes (STBs), set up a digital system, and build a proper service network.
The might of the three big multi-system operators (MSOs) is prevailing with the weaker players tumbling down under in the markets opened for Cas barely a month ago. Delhi has already gone that way with Home Cable Network, Spectranet, Satellite Channels, Sanjay Cable Network and Star Broadband Services aligning with Hinduja-owned Incablenet, Hathway Cable & Datacom or Zee Group’s Wire & Wireless India Ltd (WWIL).
Soon Mumbai’s Cas subscribers will also get shared between these three MSOs. Raja Nadar, an independent cable operator, says his JPR Network will surrender its independent status and partner with an MSO by the end of this month. Though he has seeded 5,000 STBs, he is struggling to fund new arrivals and is losing subscribers to WWIL. “There is no business model left for us. We can’t raise debt and even if we somehow do, we can’t recover revenues large enough from our digital subscribers to work out a repayment schedule,” he says.
Cas in Delhi and Mumbai is becoming a three-MSO battle. “That’s the record for everybody to see. That’s the reality. There were 14 independent headends in Delhi who had shown interest to operate but not one could launch. In Mumbai, it is the same story,” says the head of a leading MSO on request of anonymity.
Making the ground tough is the fact that digitalisation is coming cheap in India. Cable operators are offering a subsidy of Rs 1000-1500 per STB while average revenue per user (ARPU) is set to fall with the Telecom Regulatory Authority of India (Trai) capping a la carte pay channels at Rs 5. The revenue share is also regulated with broadcasters taking away 45 per cent while 30 per cent stays with the MSOs and 25 per cent with the local cable operators.
“Digital cable is a game for those who have deep pockets. Cable operators will not only have to subsidise the boxes but the service as well,” says WWIL managing director Jagjit Singh Kohli.
If Kolkata has not seen enough of bulldozing, it is because there is not much of demand for STBs. But Sristi has crumbled down with WWIL and Manthan sharing the spoils. Cablecom is tottering but has survived.
As STBs pick up in Kolkata, Incablenet and Hathway will look at entering the market. This will pave the way for further consolidation as penetration will mean financing more boxes. Manthan has already raised a debt of Rs 100 million from individuals and is looking at another Rs 200 million as way of bank financing.
The need for pumping in big money will be larger as Cas spreads. In the initial phase, Hathway is arranging for a Rs 1 billion debt while WWIL wants to pump in Rs 7.14 billion over two years with a plan also to acquire last mile of cable operators.
What can be disturbing is that after the initial euphoria, the demand for boxes seems to be already slowing when we have just crossed 400000 in a Cas market which has over 1.5 million cable and satellite homes. “If this trend is true, it should be a matter of concern for all the stakeholders except the local cable operators,” says Zee Turner CEO Arun Poddar. In the Cas areas, local cable operators are allowed to pocket the entire Rs 77 they collect from subscribers for the free-to-air (FTA) channels.
With not as many boxes moving, broadcasters are particularly worried as they were forced to drop the rates of their pay channels. The sector regulator has chalked out a policy that makes business sense only on high volumes. “We will need higher volumes to make up for the pricing policy prescribed by Trai. Besides, the boxes are not yet entirely synchronised with the subscriber management system that would register what channels are subscribed by the consumers. The whole project will depend on how fast and effective SMS gets activised,” says Poddar.
A surge in demand for the boxes is expected before the ICC World Cup starts in March. Besides, marketing campaigns will have to be launched promoting digitalisation. “MSOs will have to start marketing the boxes more aggressively. Broadcasters can also launch joint campaigns with them,” says SET Discovery president Anuj Gandhi.
Nobody knows how the market will finally emerge. But the trend is clear: smaller MSOs in the Cas areas will find it difficult to subsidise the boxes and will need to take support of the bigger ones.
“Consolidation can start with Cas and spread out in other areas. In many non Cas places, we are also seeing consolidation because of fear of losing subscribers to direct-to-home operators,” says the head of a MSO.
DTH
Dish TV launches ‘Kuch chhota sa’ campaign for TV flexibilit
New campaign highlights 190+ channels, Always-On service, Rs 99 Freedom Pack.
MUMBAI- Sometimes, the smallest remote click can fix the biggest daily friction and Dish TV is betting on exactly that insight. The company has rolled out a new campaign built around the thought ‘Kuch chhota sa karne par, life hogi behtar’, turning everyday viewing annoyances into a case for simpler, more reliable television access.
The campaign taps into a familiar household reality: millions of viewers continue to rely on free-to-air channels but increasingly want the flexibility of premium content, often ending up with a patchy and inconsistent viewing experience. Dish TV positions itself as the middle path—a structured yet flexible alternative that promises continuity without complexity. At its core is the pitch of an “Always-On” service, designed to keep content accessible even when recharge timelines slip, effectively reducing one of the most common friction points in DTH consumption.
To strengthen this proposition, the platform is offering access to over 190 channels, alongside a flexible pricing hook through its Freedom Pack, starting at Rs 99. The pack is positioned as a seasonal companion particularly relevant during high-engagement periods such as cricket tournaments, school holidays and festive windows, when content consumption spikes but users may not want long-term commitments.
Conceptualised by Enormous, the campaign unfolds through two master films and three short edits rooted in slice-of-life storytelling. From a husband quietly navigating around his sleeping wife to siblings striking a compromise over a coveted window seat, the narratives lean into humour and relatability rather than heavy messaging. The underlying idea remains consistent: small adjustments can meaningfully improve everyday experiences.
The rollout spans a full 360-degree media mix, including television, digital platforms, on-ground activations, point-of-sale visibility, Google Display Network placements and influencer-led content, signalling a push for both scale and contextual engagement.
As viewing habits continue to evolve in a hybrid ecosystem of free and paid content, Dish TV’s latest play reflects a broader industry shift where reliability and flexibility are increasingly positioned as differentiators, not just add-ons. In a market crowded with choice, the brand’s wager is simple: sometimes, it’s the smallest tweak that keeps audiences tuned in.
