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Trai’s tariff order gets a mixed response from leading MSOs and DTH service providers
MUMBAI: Cable TV and DTH industry executives have given a mixed response to the standard tariff package order which they can charge subscribers for set top boxes (STBs) and consumer premise equipment (CPE) that the Telecom Regulatory Authority of India (Trai) announced late last evening. Called The Telecommunication (Broadcasting & Cable) Services Fifth – The Digital Addressable Cable TV Systems Tariff Order 2013 and The Telecommunication (Broadcasting & Cable) Sixth -The Direct to Home Services Tariff Order 2013, respectively, they seek to offer another option for buying STBs to TV viewers in India.
Leading Indian MSO DEN Networks COO M.G. Azhar was reasonably happy about the orders being release. Says he: “It is good news. Under the new order, the government has standardised a payback period of three years for the STB/CPEs.”
He, however, confessed that he does not know how much of an impact it would have on consumer offtake. “Our experience shows that we have not had too many subscribers opting for the basic STBs which we have been offering to them in the past with similar packages,” he reveals. “We used to take Rs 600 or so when a consumer signed on for DEN‘s DAS services and then adjust the cost of the STB through the subscription fees we levied every month. Normally, we have been seeing more offtake coming for the better STBs.”
Some like Tata Sky MD and CEO Harit Nagpal said it was too early to respond to the media about the Trai tariff orders. “We are responding to the Trai on this directly,” he explained. “We are seeing how quickly we can implement it.”
Videocon d2H CEO Anil Khera admitted that he was not so sure if the orders would be acceptable to all. But he added that his company was trying to understand what its impact would be on the DTH sector. “We are currently studying the order and seeking legal advice as well, we are still trying to understand the logistical issues,” stated Khera.
Indusind Media & Communications Ltd MD Ravi Manshukhani, was pretty non-committal about the Trai‘s new orders. “Whatever they have put out is absolutely fair, we just hope that we are able to implement whatever is required from our end with support from the government,” he stated.
But he also highlighted that the operator should have the right to quote his price for the STBs he is giving his customers. He cautioned: “See the government is playing its part in creating guidelines for the sector, but they do not know what is actually happening on the ground. We have not yet matured as a market to provide what Trai wants. Right now we all are in the process of digitising the country as per the demands of Trai and ministry of information and broadcasting, so we are providing the boxes at whatever prices we can. If there are more rules and regulations like this then it is only going to make things painful.”
So the verdict of the industry on the new Trai tariff orders seems rather unclear. Let‘s wait and watch, and see how they react to it over the next few days.
Also read:
Trai issues Tariff Orders for STBs/CPEs for DTH and cable TV operators
TRAI acts tough about DAS; moves court against cable TV ops
Trai issues draft tariff package for STBs/CPEs for DTH and cable TV ops
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
