GECs
Need for addressability stressed at Entermedia 2001
The Entermedia 2001 conference kicked off in Mumbai’s western suburb of Andheri today with the issue of addressability forming the core of discussions at the session on television and broadcasting.
IN Cable’s Ashok Mansukhani, speaking for cable operators, pointed that the cable industry, like the film industry is facing difficulties with the recent announcement of a 5 per cent service tax on cable operations passed in mid-July. “Nobody exactly knows on what the sales tax is to be paid, and the interesting part the service tax is that cable operator are supposed to file a declaration and if your declaration is incorrect then you are liable for prosecution,” he pointed out.
Meanwhile, Sandeep Goyal, group broadcasting CEO, Zee Network, pointed out that the cost of creating content for television had escalated without a concomitant increase in revenues from advertising and this pointed to the need to bring in more addressability by way of cable operators declaring their actual subscriber base.
Stating that it were the consumer who were reluctant to pay the full amount for the subscription, Mansukhani said the current rate that cable operators pay per subscriber was Rs 104 while the consumer paid only RS 100.
Though much was said about problems dogging cable operators, the addressablity issue and what should be done to come to terms with it, what eventually remained unaddressed was a concrete proposal to tackle this problem.
The panelists consisted of Kiran Karnik, former Discovery Channel head who recently was appointed as the president of NASSCOM, Ravi Gupta, CEO B4U; Ravina Raj Kohli, CEO, HFCL-Nine Broadcasting India Ltd; Ashok Mansukhani, Incable; Sandeep Goyal, group broadcasting CEO, Zee Network; K. Kunhikrishnan, deputy director-general, DD; Rajesh Pant, Sony Entertainment Television and RK Gupta from Prasar Bharti.
Karnik pointed out that if the next phase of growth in the industry was to be kickstarted, it was imperative that subscription rates be hiked to at least RS 300.
Gupta said there many inefficiencies of the products that go across channels. Systems were required which would provide better utilisation of products.
Is the cable industry in India going to see the size and growth that has happened in the developed countries like the US? Can we expect international cable operators pumping money into last mile connectivity? How soon is the pay market expected to develop for the broadcasters? What is the realistic number of channels the Indian industry can support – both nationally as well as regionally? Does DTH have a realistic future in India? These were some of the questions which received no satisfactory answers.
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
