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DAS: Kolkata cable TV rates rise; consumers resist
KOLKATA: At a time when some cable television viewers in Kolkata are worried about their TV sets going blank for not filling up consumer application forms (CAF) from 24 August, some are worried as they have been rudely presented with a hike in subscription prices of between 30 per cent and 50 per cent, for watching their preferred TV channels.
Hitherto, the monthly tab for cable TV subscribers was between Rs 150-Rs 180 but with digital DAS, the sticker prices are slated to escalate for the same number of channels as earlier, disclosed Cable Operators Digitalisation committee of the Association of Cable Operators convener Swapan Chowdhury said: “It can go high up to Rs 325 plus service tax which is 12.36 per cent at present,” he said.
“Now customers will have to pay extra,” he agreed.
City based cable operators said the basic package would start at Rs 180 and then with the choice of the channel and packages, it would be Rs180, Rs 230, Rs 280 and Rs 325 respectively exclusive of service tax, going forward.
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Apart from the increased monthly subscription fee, the consumers will have to bear another Rs 10 as amusement tax charged by the state government.
Explaining the various packages, the operators said in the basic DAS packages, the consumer might just be offered one sports channel like DD Sports but on upgrading to the second package he might have access to Star Cricket and Sony Six apart from DD Sports. “But now if the person is interested to watch Ten Sports, ESPN among others, he will have to pay more and go for the higher package,” the operators added. Cable TV subscribers are already experiencing sticker price shock and have expressed their ire against it.
City based cable operators said the basic package would start at Rs 180 and then with the choice of the channel and packages, it would be Rs180, Rs 230, Rs 280 and Rs 325 respectively exclusive of service tax, going forward.
Apart from the increased monthly subscription fee, the consumers will have to bear another 10 per cent as amusement tax charged by the state government.
Explaining the various packages, the operators said in the basic DAS packages, the consumer might just be offered one sports channel like DD Sports but on upgrading to the second package he might have access to Star Cricket and Sony Six apart from DD Sports. “But now if the person is interested to watch Ten Sports, ESPN among others, he will have to pay more and go for the higher package,” the operators added. Cable TV subscribers are already experiencing sticker price shock and have expressed their ire against it.
A cable operator on the condition of anonymity said in Barrack pore subscribers not only protested the hike in rental but informed the local police authorities that they were being cheated and especially after the Saradha scam. Citing his meeting with the authorities as a ‘peculiar meeting’ he said he was ordered by the police not to charge a penny more than Rs 180 a month.
While cable TV operators in Shyam Bazaar and north Kolkata vicinity said the customers who are paying Rs 120 every month at present, when asked to pay Rs 150, raised a hue and cry. “We really do not know how to explain things and convince people,” they said.
“All new emerging delivery platforms like DTH use CAS. Which is going to happen in the case of cable TV too with the spread of digitisation and addressable systems. Subscribers will pay for only the channels they want to watch,” explains a cable operator.
On the other hand, Manthan Broadband Services director Sudip Ghosh feels that with the implementation of the DAS package, the monthly tariffs are likely to be rationalised. “These have been streamlined in a way that the consumer will pay according to his channel consumption.”
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
