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Trai Tariff Order not based on any study or rationale: Counsel
NEW DELHI: The Telecom Regulatory Authority of India (Trai) has neither conducted any study nor been able to justify the share of multi-system operators (MSOs) and local cable operators (LCOs) under the digital addressable system, according to counsel for stakeholders challenging the sector regulator‘s Tariff order.
Counsel Rajan Bakshi on behalf of United Cable Operators Welfare Association, and C S Vaidyanathan on behalf of MSO Indusind Media & Communications Ltd (IMCL) told the Telecom Disputes Settlement and Arbitration Tribunal (Tdsat) that the decision of fixing the revenue shares of MSOs and LCOs appeared to be an ad hoc decision.
According to the Trai tariff order, charges collected from the subscription in the basic service tier of 100 free to air channels for Rs 100 will be in the ratio of 55:45 and that of paid channels or bouquet of paid channels will be a maximum of Rs 150 and shall be shared in the ratio of 65:35 between MSO and the local cable operator respectively.
Bakshi pointed out that the argument given by Trai in its reply was that LCOs could download channels under the conditional access system (CAS) but the entire work of downloading had gone to MSOs under the digital addressable system. But this was erroneous for two reasons: the LCOs never downloaded these channels even earlier, and the work of seeding set-top boxes (STBs), maintaining these boxes and the service to the subscribers, collecting bills etc. still remained with the LCO and therefore his share of work had not come down.
He said under the Tariff order of 2006, the share of the LCO had been Rs 77 which had later been raised to Rs 82. Against this, the LCO will earn Rs 45 in the basic service tier (BST) and Rs 52.50 in the bouquet of paid and FTA channels.
In addition, he said that the MSO will also get to keep the carriage fee and that will not be shared with the LCO.
He said while he had no problem with the MSO keeping the carriage fee, his revenue could not be reduced to half or even less arbitrarily. He said this amounted to Trai trying to help the MSOs and the broadcasters.
During his arguments, Vaidyanathan said that a deep reading of the Tariff Order will show that while the “right hand has given the carriage fee to the MSO, the left hand has taken it away”. He said this showed “total lack of application of mind”.
While stressing that the MSOs were not for delaying DAS, he said tariff should have been fixed after proper research and study.
He said MSOs had been asked to initially give 200 television channels and later expand this to 500, without making a study of what the viewer wanted to see. Most viewers did not see more than ten channels. He described this as “micro-management without study”.
He also wanted to know why there was a regulation for 100 channels in the BST when no such stipulation had been placed on the direct-to-home (DTH) players.
Furthermore, there was no clarity on placement fee, and the revenue share between the broadcaster and the MSO.
Justifying the 65:35 share in the bouquet of FTA and paid channels, Trai had said that the extra ten per cent was meant to help the MSO pay the broadcaster.
Stressing that the regulator should be a facilitator, Vaidyanathan said at one stage in response to a remark from the bench that Trai appeared to be working to eliminate the LCOs.
Arguments on both the matters will continue tomorrow.
Tdsat will also hear petitions by MSOs Digicable Networks (India) Pvt. Ltd., Mumbai, and Delhi Distribution Company, New Delhi.
Chaiperson Justice S B Sinha and member P K Rastogi had listed the matter for 24 August but it could not be taken up for pressure of work. However, Tdsat decided to hear the matter today when it was mentioned by counsel late last week.
Tdsat has permitted news broadcasters NDTV, Time Global (holding company of Times Now), India TV, TV Today, Total TV, News Broadcaster‘s Association (NBA), Indian Broadcasting Foundation (IBF), and other broadcasters to be a party to it.
Meanwhile, the deadline for the first phase of digitisation in the four metros has been postponed by four months to 1 November.
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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.
