News Broadcasting
Distribution deals now lock in channel positioning
MUMBAI: The flurry of new channels entering the Indian broadcast arena is leading to new equations on the distribution front. Broadcasters are working out fresh arrangements with multi system operators (MSOs) to win prime carriage on cable networks that are choked with an overdose of new channels.
Paying a ‘positioning’ fee has become a common business practice. But a new trend is fast catching up this year. Broadcasters are including ‘frequency allocations’ in their contracts with the MSOs to ensure that their channels are more visible in the cable and satellite television homes.
“Channel placements and allocations are crucial in today’s scenario. We have to battle for space on cable networks and have right visibility to audiences who have so many channels to choose from,” said a senior official handling distribution of a major network of channels.
Sony-Discovery’s One Alliance, for instance, has signed such deals with big cable operators. “In our contracts, we are ensuring what frequencies our channels should be allocated. With so many channels willing to pay for better frequencies which would give them prime position on cable networks, it is necessary to have such contracts,” says a source in the company.
Other broadcasters have also done such deals this year, an industry source says. This practice was not prevalent earlier. “It is not only important to be carried but also where you are positioned,” the source adds.
Star India, however, claims to have old contracts with cable operators mentioning “frequency allocations.” Says Star India executive vice-president of distribution Tony D’Silva, “This is an old practice in Star. We started this a few years ago.”
Cable networks, unable to increase monthly subscription rates from consumers because of a regulation prescribed by the Telecom Regulatory Authority of India (Trai), are charging a fee from several broadcasters. Such ‘occupancy’ rates are on the upsurge, led by the continuous arrival of new channels and a choke in bandwidth capacity. Only digital cable TV service can increase capacity to accommodate this surfeit of new channels.
“We want to make sure that cable operators carry us in the ‘frequency band’ we have mutually agreed upon. It is better to have that in the agreement,” says the source.
News Broadcasting
CNN-News18 rolls out Battle for the States ahead of key polls
Multi-format election coverage tracks voter mood across five battleground states
NEW DELHI: CNN-News18 has launched a special election programming initiative titled Battle for the States, as India gears up for high-stakes Assembly elections across West Bengal, Tamil Nadu, Kerala, Assam and Puducherry.
Built around the theme ‘Road to Power’, the multi-format coverage aims to follow the entire electoral journey, from campaigning and polling to results and government formation. The network is leaning into on-ground reportage and data-backed storytelling to decode voter sentiment across regions where local issues often shape the narrative.
The programming line-up includes ‘Vote Tracker’, a three-part series developed in collaboration with survey agency Vote Vibe. The show blends survey insights with expert commentary and field reporting, using augmented reality graphics to present complex electoral data such as vote share, seat projections and leadership preferences in a more accessible format. It will air every Monday evening until April 6.
Adding a cultural lens to political reporting is ‘So Saree!’, a ground-driven segment where women anchors travel across constituencies dressed in traditional handwoven sarees from each state. The format uses attire as a storytelling device, highlighting regional identity while capturing grassroots voices.
Meanwhile, ‘Unfiltered Kaapi’ and ‘Chai-Niti’ bring a more conversational tone, drawing inspiration from everyday political discussions in tea stalls and coffee corners. These segments aim to break down key issues through candid, fast-paced exchanges between anchors and reporters, tailored to regional sensibilities.
For viewers seeking deeper insights, the weekend docuseries ‘Reporters Project’ takes a longer view, with correspondents travelling across constituencies to map voter concerns and political shifts on the ground.
“Elections are about people, their aspirations, identities and the issues that matter to them, and every state tells a different story,” said CNN-News18 editorial affairs director Rahul Shivshankar. He added that the initiative focuses on understanding “the sentiment on the ground and what’s driving voter choices”.
Echoing the emphasis on credibility, Network18 CEO – English and business news Smriti Mehra said the network aims to combine on-ground reporting with data-led insights to deliver clear and timely coverage as the elections unfold.
With a mix of data, culture and grassroots reporting, CNN-News18 is positioning Battle for the States as a comprehensive window into one of India’s most closely watched electoral cycles, where every vote carries a story waiting to be told.
