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In the lead-up to Sony’s marquee broadcast of India’s tour of England 2025, the network is locked in a legal standoff with a leading DTH operator, Tata Play. In an exclusive with Storyboard18, Harit Nagpal- CEO and MD of Tata Play clarified that there has been no attempt to sabotage Sony's business by way of influencing advertisers or media agencies.

The ongoing dispute between Tata Play and Culver Max Entertainment (Sony Pictures Networks India) has intensified, with the matter now reaching the Bombay High Court. The development comes after the Telecom Disputes Settlement and Appellate Tribunal (TDSAT) directed Sony to take down allegedly misleading messaging related to Tata Play’s platform.

Nagpal reiterated that Sony channels were not removed from the platform and that the current measures of removing Sony channels from base packs were aimed at making content delivery more affordable and relevant for users. When asked if Tata Play tried to influence advertisers and media agencies against the broadcaster to which Nagpal said, "I have a job to do—and that does not include meddling in advertising decisions. I do not earn anything from advertising, nor do I track how much it costs. Advertising is not my domain, and any suggestion that I’m influencing media agencies or advertisers against Sony is completely baseless."

Nagpal further said, "Do I have any personal enmity with them? If I had enmity, I wouldn't be carrying it. I am carrying their channels and I am paying them money. Every day, new customers are activating these channels. We’re facilitating that. We even display numbers and ask customers to call and activate them. In fact, the more activations that happen, the more revenue I earn."

TDSAT on May 27 ordered Tata Play to pay ₹40 crore and stayed the disconnection, the tribunal also restricted Culver Max from displaying on-air scrolls — a direction that was later extended to include online communication.

Calling the order arbitrary and in violation of Articles 14, 19(1)(a), and 19(1)(g) of the Constitution, Culver Max has requested the High Court to quash the TDSAT's gag directive and stay its implementation until the final verdict. The matter is listed for hearing on June 16. 

Asked if the DTH operator is trying to arm twist the broadcaster due to its upcoming India tour of England by taking off Sony channels from the platform, to which Nagpal said, "This is not a channel takedown situation. When someone has a dispute and takes down a channel, it means none of their subscribers can view it. That's not the case here. We’ve not removed any Sony channels from Tata Play’s platform. This is a regular practice we follow, driven by data and aimed at improving affordability for our subscribers."

Nagpal further said, "We observed that there’s a wide gap between channels people subscribe to and the ones they watch. Often, when channels are bundled, people pay for all but watch only one or two. We particularly monitor customers who are slow to recharge—5, 7, sometimes even 15 days late. That’s an indicator they don’t see value in what they’re paying. We remove channels for users who are least engaged but also offer them a way to bring it back."

TDSAT in its order had directed both the parties to reconcile the matter. When questioned if Culver Max and Tata Play are willing to reconcile to resolve the dispute to which Nagpal said, "There’s no need for reconciliation. The issue stems from a notice we received claiming that we owe ₹128 crore. We are paying them and the outstanding amount will be paid too. There is no dispute of payment."

<a href="https://www.storyboard18.com/television/exclusive-we-have-not-discontinued-sony-says-harit-nagpal-md-and-ceo-of-tata-play-69880.htm">Read more: EXCLUSIVE: "We have not discontinued Sony," says Harit Nagpal, MD and CEO of Tata Play</a>

No enmity with Sony, not influencing advertisers or media agencies: Tata Play's Harit Nagpal

The ongoing dispute between Tata Play and Culver Max Entertainment (formerly Sony Pictures Networks India) has intensified, with the matter now reaching the Bombay High Court. The development comes after the Telecom Disputes Settlement and Appellate Tribunal (TDSAT) directed Sony to take down allegedly misleading messaging related to Tata Play’s platform.

Tata Play MD and CEO Harit Nagpal, in an exclusive conversation with Storyboard18, clarified that no Sony channels were removed from the platform and that the current measures are aimed at making content delivery more affordable and relevant for users.

Nagpal said, “Sony was running a ticker claiming “Tata Play has dropped Sony channels” and even directing viewers to contact other operators. That created confusion. So, we approached TDSAT. The tribunal directed Sony to remove the ticker and cease miscommunication on social media. Sony has challenged this in the High Court, but the High Court hasn’t issued a ruling yet.” 

TDSAT on May 27 ordered Tata Play to pay ₹40 crore and stayed the disconnection, the tribunal also restricted Culver Max from displaying on-air scrolls — a direction that was later extended to include online communication.

Calling the order arbitrary and in violation of Articles 14, 19(1)(a), and 19(1)(g) of the Constitution, Culver Max has requested the High Court to quash the TDSAT directive and stay its implementation until the final verdict. The matter is listed for hearing on June 16. 

<a href="https://www.storyboard18.com/television/culver-max-moves-bombay-hc-against-gag-order-by-tdsat-in-tata-play-dispute-69797.htm">Read More: Culver Max moves Bombay HC against gag order by TDSAT in Tata Play dispute</a>

When asked if the DTH operator is trying to arm twist the broadcaster due to its upcoming India tour of England by taking off Sony channels from the platform, to which Nagpal said, "This is not a channel takedown situation. When someone has a dispute and takes down a channel, it means none of their subscribers can view it. That's not the case here. We’ve not removed any Sony channels from Tata Play’s platform. This is a regular practice we follow, driven by data and aimed at improving affordability for our subscribers."

Nagpal further said, "We observed that there’s a wide gap between channels people subscribe to and the ones they watch. Often, when channels are bundled, people pay for all but watch only one or two. We particularly monitor customers who are slow to recharge—5, 7, sometimes even 15 days late. That’s an indicator they don’t see value in what they’re paying. We remove channels for users who are least engaged but also offer them a way to bring it back."

Nagpal explained, "So, for a small subset of subscribers, we remove under-watched channels—channels with high reach but low viewership—for instance we remove those channels for 30-40% subscribers and reduce their pack price accordingly. For example, if their original pack was ₹300, we bring it down to ₹260. We inform subscribers that they can add back channels with a missed call, if they wish." 

When asked about the way to identify those subscribers to which Nagpal said, "For instance if I see that 55% of my subscribers have Sony packs and according to BARC data only 9-10 percent of them are watching the channel then there is a huge gap. I don’t have the means to detect who these 9-10 percent audience is, so we remove those channels. People who want to watch it recharge and enjoy the content. So far we have only seen only 13 percent of such loyal subscribers of Sony re-activating the channel while 87% are enjoying the content, which is available to them at low cost." 

When asked if consumers today re-activate the channel if taken out from the base pack to which Nagpal said, "Absolutely. Every time when new content airs, 10,000 to 20,000 subscribers give a missed call to re-add a channel. But only 13% of those whose packs were modified actually do that. The other 87% enjoy the lower cost and recharge more frequently. It’s a win-win for them and for us, even though I lose revenue. I'd rather retain a subscriber at ₹250 than lose them at ₹300."

TDSAT in its order had directed both the parties to reconcile the matter. When asked if Culver Max and Tata Play are willing to reconcile to resolve the dispute to which Nagpal said, "There’s no need for reconciliation. The issue stems from a notice we received claiming that we owe ₹128 crore. We are paying them and the outstanding amount will be paid too. There is no dispute of payment."

According to TATA Play, despite a decade-long business relationship during which approximately ₹4,000 crore has been paid—including ₹700 crore annually in recent years— Sony Pictures Networks India's (Culver Max Entertainment) issued a sudden demand for ₹128.42 crore via a notice dated May 21, 2025. The DTH operator had argued that the amount was neither due nor payable and that significant payments had already been made following a prior communication from March 2025 seeking ₹300 crore.

At the time of publishing, Culver Max Entertainment had not replied to Storyboard18’s queries regarding the matter.

<a href="https://www.storyboard18.com/television/tdsat-stays-%E2%82%B9128-42-cr-demand-against-tata-play-orders-%E2%82%B940-cr-interim-deposit-67559.htm">Read More: TDSAT stays ₹128.42 cr demand against Tata Play, orders ₹40 cr interim deposit</a>

<a href="https://www.storyboard18.com/television/breaking-after-tata-play-airtel-tv-drops-zeel-channels-amid-tariff-dispute-69827.htm">Read More: Breaking: After Tata Play, Airtel TV drops ZEEL channels amid tariff dispute</a>

<a href="https://www.storyboard18.com/television/cable-operators-side-with-tata-play-urges-sony-to-refresh-content-69779.htm">Read More: Cable operators side with Tata Play, urges Sony to refresh content</a>

EXCLUSIVE: "We have not discontinued Sony," says Harit Nagpal, MD and CEO of Tata Play

In a growing standoff that raises questions about the power dynamics between distribution platform operators (DPOs) and broadcasters, major DTH players Tata Play and Airtel Digital TV have removed channels of Sony and Zee Network, respectively, from their base packs. Sources cite disagreements over tariff hikes proposed by the broadcasters.

Broadcasters, including Culver Max Entertainment (formerly Sony Pictures Networks India) and Zee Entertainment Enterprises Ltd (ZEEL), are allegedly demanding a 10–20% increase in annual subscription fees. However, DTH operators are resisting the hike, citing stagnant average revenue per user (ARPU) and increasing customer churn, especially in a price-sensitive market.

The dispute turned public in May when Tata Play dropped Sony channels from its packs. The DTH operator claimed the broadcaster displayed a scroll on channel for subscribers to move to other operator. Tata Play then approached the Telecom Disputes Settlement and Appellate Tribunal (TDSAT) to challenge a ₹128.42 crore demand notice issued by Culver Max. TDSAT directed Tata Play to deposit ₹40 crore and temporarily stayed the broadcaster's disconnection notice.

Culver Max subsequently moved the Bombay High Court, contesting a TDSAT order that barred it from making public statements about the channel removals, signalling how contentious and complex the negotiations have become.

In a parallel development, Airtel Digital TV subscribers were caught off guard when Zee channels disappeared from their DTH packages. The move, which has not been accompanied by any transparent communication from ZEEL, is reportedly a result of Airtel’s resistance to subscription fee hike proposed by the broadcaster.

Industry veterans say this is not new. A senior broadcasting executive, requesting anonymity, told Storyboard18, "This is a common tactic used by DTH operators. When major sporting events or premieres are scheduled, they sometimes remove the channels to pressure broadcasters, impacting their viewership and advertiser interest."

Another broadcaster echoed the sentiment, adding, "Advertisers begin to question a channel’s reach. These removals directly impact channel's business. Content creation has become costly and it is an industry norm to increase subscription fee on timely basis to sustain business. In the long run, such hiccups will impact DTH operators, leading to subscribers to opt for other DTH or cable operator." 

However, Tata Play MD and CEO Harit Nagpal rejected allegations of coercion, clarifying, "This is not a channel takedown situation. When someone has a dispute and takes down a channel, it means none of their subscribers can view it. That's not the case here. We’ve not removed any Sony channels from Tata Play’s platform. This is a regular practice we follow, driven by data and aimed at improving affordability for our subscribers.” 

Nagpal further said, “We observed that there’s a wide gap between channels people subscribe to and the ones they watch. Often, when channels are bundled, people pay for all but watch only one or two. We particularly monitor customers who are slow to recharge—5, 7, sometimes even 15 days late. That’s an indicator they don’t see value in what they’re paying. We remove channels for users who are least engaged but also offer them a way to bring it back.” 

Airtel issued a similar clarification, stating that all Zee Network channels remain available on its platform and can be added individually at market rates. “Due to recent changes in broadcaster tariffs, Zee Network channels will no longer be part of the Airtel DTH base packs. These pack prices will be adjusted accordingly. All Zee network channels are available on Airtel DTH and can be added individually to the list of subscribed channel at their respective MRPs via channel selection options.” the company spokesperson said.

Meanwhile, regulators have been urged to step in. “Consumers don’t understand these disputes. If they don’t receive what they paid for, they simply migrate to other platforms. It’s time regulators intervened to protect viewer interests,” said another industry veteran.

Despite queries sent by Storyboard18, both Culver Max and ZEEL have not commented publicly on the matter.

<a href="https://www.storyboard18.com/television/breaking-after-tata-play-airtel-tv-drops-zeel-channels-amid-tariff-dispute-69827.htm">Read more: Breaking: After Tata Play, Airtel TV drops ZEEL channels amid tariff dispute</a>

<a href="https://www.storyboard18.com/television/culver-max-moves-bombay-hc-against-gag-order-by-tdsat-in-tata-play-dispute-69797.htm">Read more: Culver Max moves Bombay HC against gag order by TDSAT in Tata Play dispute</a>

Sony, Zee channels off DTH packs: Are DPOs 'arm-twisting' broadcasters?

In a fresh escalation of tensions between broadcasters and distribution platforms, Airtel Digital TV has removed all Zee Entertainment Enterprises Ltd (ZEEL) channels from its DTH base packs. This development comes on the heels of Tata Play dropping Sony channels in May over similar issues related to tariffs and content value.

Several Airtel DTH subscribers reported the abrupt disappearance of Zee channels from their packages, sparking confusion and speculation. Sources suggest the move is a result of a standoff between Airtel and ZEEL, with the broadcaster reportedly demanding a 10–15% hike in annual subscription fees—an increase Airtel is unwilling to accept amid broader industry headwinds.

Airtel has confirmed the removal of ZEEL channels from base packs. Consumers can watch ZEEL channels on à la carte basis. Airtel Spokesperson said, “Due to recent changes in broadcaster tariffs, Zee Network channels will no longer be part of the Airtel DTH base packs. These pack prices will be adjusted accordingly. All Zee network channels are available on Airtel DTH and can be added individually to the list of subscribed channel at their respective MRPs via channel selection options.”

Storyboard18 has reached out to ZEEL for an official response, and this story will be updated accordingly.

This development mirrors an ongoing dispute between Tata Play and Culver Max Entertainment (formerly Sony Pictures Networks India). In that case, the Telecom Disputes Settlement and Appellate Tribunal (TDSAT) recently provided partial relief to Tata Play by staying the execution of a ₹128.42 crore demand notice issued by the broadcaster, instead directing the DTH operator to deposit ₹40 crore within two weeks.

The TDSAT order came after Tata Play challenged a disconnection notice dated May 21 from Culver Max. The tribunal, while admitting the petition, stated that there was a prima facie case in Tata Play’s favour and that the balance of convenience also tilted towards the DTH operator.

Meanwhile, Culver Max has approached the Bombay High Court challenging a separate TDSAT order that barred it from making public statements about the Tata Play dispute. In its writ petition filed on June 6, the broadcaster contends that the tribunal’s May 30 order infringes upon its right to free speech and trade, arguing that Tata Play dropped 25 of its channels without notice—an action it claims violates contractual obligations and TRAI norms.

The twin developments highlight increasing friction in the Indian television distribution ecosystem, with operators and broadcasters locked in disputes over pricing, transparency, and regulatory interpretation. As DTH players push back against steep fee hikes and broadcasters defend content value, the coming weeks may see more legal battles and shifts in consumer channel access.

Breaking: After Tata Play, Airtel TV drops ZEEL channels amid tariff dispute

As global advertising expenditure surpasses $1.1 trillion in 2025, traditional formats like television and print continue to lose ground, making way for digital-first and data-driven media channels, according to WPP Media’s 'Mid-Year Global Advertising Forecast'. 

Global television advertising— including both traditional and streaming formats— is projected to grow just 1.0% to $162.5 billion in 2025. While this signals a modest recovery, it masks a more significant transformation beneath the surface.

Streaming TV, which accounts for $41.8 billion of the total, is growing rapidly and is expected to reach $71.9 billion by 2030. In contrast, traditional linear TV continues to stagnate or decline in most major markets, suffering from audience fragmentation and the rise of on-demand content.

Print Advertising Continues Its Freefall

Print remains the hardest-hit medium, with global ad spend in this segment forecast to decline 3.1% to $45.5 billion in 2025. This follows years of consistent contraction, as advertisers move away from newspapers and magazines in favor of digital platforms that offer better targeting, measurement, and ROI.


Read more:<a href="https://www.storyboard18.com/advertising/india-adex-to-rise-8-4-to-21-3-billion-in-2025-even-as-global-growth-slows-to-6-wpp-media-69775.htm"> India adex to rise 8.4% to $21.3 billion in 2025, even as global growth slows to 6%: WPP Media</a>


Even legacy media players with strong brand equity are struggling to hold onto ad dollars, especially as younger demographics increasingly consume news and entertainment online. While traditional media will still command a share of the global ad wallet, its influence and investment appeal are steadily being eclipsed by formats that deliver on data, flexibility, and audience precision

OOH Remains Resilient Thanks to Digital Transformation

Despite the flat growth for both TV and print, out-of-home (OOH) advertising is one of the few traditional formats showing resilience. The global OOH market is expected to remain steady at $52 billion in 2025, with digital OOH (DOOH) accounting for a significant 41% of that spend, the report said.

Advertisers are investing more in DOOH due to its ability to blend mass reach with digital capabilities like dynamic creatives and real-time targeting. This makes DOOH particularly effective in high-traffic urban areas and during large-scale events.

Meanwhile, audio advertising is expected to remain flat at $26.5 billion. The growth in streaming audio formats—like podcasts and digital radio—is being offset by a -1.7% decline in terrestrial (AM/FM) radio. Audio continues to be a valued medium for its immersive and intimate engagement, but overall investment is not expected to grow significantly in the short term.

The latest projections signal a clear reordering of media priorities in the global advertising landscape. As print continues to decline, and TV’s growth slows, advertisers are accelerating their shift toward digital video, streaming platforms, and dynamic outdoor formats.

Traditional adex under pressure as TV grows by 1%, print down by 3% in 2025: WPP Media

Paramount Global is laying off around 3% of its U.S. workforce as part of ongoing cost-cutting measures, affecting several hundred employees. The move is the latest in a series of job cuts at the media giant, which has been grappling with declining traditional TV revenues and broader economic challenges.

The layoffs were communicated to employees on Tuesday morning via a memo from the office of the company’s three CEOs — George Cheeks, Chris McCarthy, and Brian Robbins. Most of the impacted staff are expected to be informed within the day.

The job cuts come at a time when Paramount is navigating a potential merger with Skydance Media. The deal is still pending regulatory approval and has been complicated by a legal dispute involving Paramount-owned CBS and the Trump administration, linked to a "60 Minutes" interview with former Vice President Kamala Harris.

Last year, the company’s leadership unveiled a turnaround plan that included spending cuts and workforce reductions. In August, Paramount began slashing 15% of its U.S.-based workforce. Tuesday’s memo also hinted that more changes could affect employees outside the U.S. in the future.

“We recognize how difficult this is and are very thankful for everyone’s hard work and contributions. These changes are necessary to address the environment we are operating in and best position Paramount for success,” the CEOs said in the memo.

Paramount is not alone in trimming its workforce. Other major media players like Disney and Warner Bros. Discovery have also recently announced layoffs as the industry adjusts to shifting business models and tighter budgets.

As of December 2023, before these latest rounds of cuts, Paramount had approximately 18,600 full- and part-time employees worldwide.

<a href="https://www.storyboard18.com/television/zeel-spni-to-piggyback-on-jiostars-super-injunction-in-piracy-crackdown-69714.htm">Read More: ZEEL, SPNI to piggyback on JioStar’s super injunction in piracy crackdown</a>

Paramount slashes 3% of US workforce amid industry turmoil

Culver Max Entertainment Pvt. Ltd., the broadcaster behind channels like Sony SAB, Sony Max, and Sony Sports, has approached the Bombay High Court challenging an order by the Telecom Disputes Settlement and Appellate Tribunal (TDSAT) that barred it from making public statements regarding Tata Play’s removal of its channels from DTH packs.

It should be noted that Culver Max has not challenged TDSAT order granting partial relief to Tata Play and stay on disconnection notice issued to the DTH operator.

In a writ petition (a copy of which is with Storyboard18) filed on June 6, Culver Max contends that the May 30 order by TDSAT is “ultra vires” and curtails its right to free speech and trade. The dispute stems from Tata Play’s decision in May to drop 25 Culver Max channels across 106 DTH packs, allegedly without prior notice, thereby violating both contractual terms and Telecom Regulatory Authority of India (TRAI) guidelines.

"The Impugned Order is wholly arbitrary, and discriminatory in as much as it prevents the Petitioner from being able to defend itself from allegations levelled against it by viewers/subscribers of its channels on social media platforms."

"In the absence of any specific finding that the content/messages/posts by the Petitioner were misleading,
defamatory or violative of any TRAI Regulations, the Impugned Order imposing restraint is arbitrary and
unsustainable in law. In fact, it is the pleaded case and admitted fact by Respondent No. 2 in its Broadcasting
Petition, as well as on the social media platform "X", that changes were made to its base packs and the Petitioner's channels were discontinued. The Hon'ble TDSAT has failed to consider these admissions"

Culver Max alleges that Tata Play not only failed to inform the broadcaster about the changes, but also misled subscribers by implying the channel unavailability was Culver’s fault. After receiving a slew of subscriber complaints on social media, Culver responded via public posts — prompting Tata Play to file an application before TDSAT seeking a restraint on such communications.

The tribunal’s order directed Culver Max to remove all posts relating to Tata Play from its social platforms, which the broadcaster claims amounts to overreach. “TDSAT is a creature of statute under the TRAI Act. It has no jurisdiction over social media posts governed by the IT Act,” the petition argues.

Petition states, "The Honourable TDSAT has exceeded its jurisdiction and travelled beyond the pleadings of the Broadcasting Petition by granting reliefs not prayed for in the Broadcasting Petition filed by Respondent No. 2." 

Further, Culver Max insists that Tata Play failed to comply with mandatory QoS regulations, including the requirement of a 15-day notice via on-screen scrolls before discontinuing channels. The scrolls, Culver Max claims, were aired during low-viewership hours and lacked clarity.

The broadcaster also said it issued a disconnection notice to Tata Play on May 21 for non-payment of over ₹128 crore in dues. While TDSAT on May 27 ordered Tata Play to pay ₹40 crore and stayed the disconnection, the tribunal also restricted Culver from displaying on-air scrolls — a direction that was later extended to include online communication.

Calling the order arbitrary and in violation of Articles 14, 19(1)(a), and 19(1)(g) of the Constitution, Culver Max has requested the High Court to quash the TDSAT directive and stay its implementation until the final verdict.

Culver Max moves Bombay HC against gag order by TDSAT in Tata Play dispute

India’s television landscape is undergoing a dramatic transformation driven by rapid digital adoption, emerging consumption habits, and evolving distribution technologies such as D2M (Direct-to-Mobile) and 5G broadcasting. The AIDCF in collaboration with Ernst & Young (EY) has released a report “State of Cable TV Distribution in India” to highlight the critical transformation, regulatory parity and hyperlocal innovation to sustain its relevance amid growing digital disruption. 

As per the report, the total number of TV sets in Indian households is expected to grow to 214 million by 2030, covering over 60% of the population. However, the share of Pay TV subscriptions within that number is shrinking rapidly. Projections indicate a further drop of 30 to 40 million Pay TV homes by 2030, reducing the total to just 71–81 million. 

"Cable in India is known for mass entertainment and for the pricing, but there is some imbalance. It has led to a situation where the number of Pay TV is going down, two lakh job losses have happened in the sector, beyond this 900 MSOs and 72,000 cable operators have shut down their businesses in last six years. Actual figure could be over 3.5 lakh. These are not just statistics, these are stories of lost livelihood, which is impacting families and entrepreneurs. Current situation calls for focused and serious reforms to be taken by the ministry and regulators," SN Sharma, President, AIDCF said about the report. 

SN Sharma, President, All India Digital Cable Federation (AIDCF) speaks to Storyboard18 at the sidelines of report launch on Monday. Here are the edited excerpts from the interview:

- What happened to Broadcasting Services (Regulation) Bill? What's your take on the Ministry of Information and Broadcasting’s (MIB) recent move to demand over Rs 16,000 crore in retrospective license fees from direct-to-home (DTH) operators? How will it impact DTH industry? 

I’m sure the Ministry is taking a view on the regulation. All our issues have been tabled before them. The regulator is also reviewing the matter and hopefully, they will soon introduce changes to create a level playing field for everyone.

DTH are using public property and the right of way needs to be paid for, that has been the norm since the beginning of the industry. In our case as well, we are paying for the right of way to lay cables; it’s not as if we are using a free carrier. We are investing in our infrastructure and paying for it. So, if they DTH players are using airwaves or spectrum, the same spectrum for which telecom players are paying heavily, then why shouldn’t DTH also pay for it. They should continue paying as they have been. We are genuinely upset that the regulator seems to be ignoring this. There is a cost-value analysis, proper costing has been done and we have submitted it to the Ministry of Information and Broadcasting (MIB).

- What are AIDCF’s key priorities for the next 3–5 years to strengthen the cable distribution ecosystem? What are some of the major policy changes in line?

The key priorities are to request the regulator to introduce reforms specifically, changes in regulation to ensure price parity across different platforms and to address the non-level playing field. The two most important areas we are focusing on are the programming code and the advertising code. Thirdly, encryption on free-to-air platforms must be mandated so that all players are on an equal footing in terms of technology.

- Many broadcasters are prioritizing OTT-first content strategies. How do these digital-exclusive releases affect the value proposition for cable distributors who pay premium carriage and placement fees? Do you think OTT is what consumer wants and not cable?

Cable is essentially a mass media entertainment system. You're charging the cable sector while feeding another sector, so naturally, the cable sector will suffer. All we are asking is unless you keep investing in content for the cable sector, it cannot grow. Yet your demand for growth from us is never-ending, year after year. So please, invest in the content.

I wouldn’t say that only cable faces challenges, OTT platforms have their own set of issues too. I’m yet to meet an OTT player who doesn’t face challenges. Their business models are also struggling, growth has stagnated and many are facing disruptions. It’s the content providers who need to evaluate how content should be created, refreshed and upgraded, particularly for the cable sector. 

- Looking ahead, what kind of legal or commercial frameworks do you believe can create a healthier broadcaster–distributor relationship, especially in a converging media environment?

The legal framework and regulatory framework are essentially the same. We are appealing to both the regulator and the Ministry of Information and Broadcasting (MIB) to view these regulations holistically, so that all the anomalies and concerns we have highlighted are properly addressed.

Read More: <a href="https://www.storyboard18.com/digital/de-regulation-and-convergence-are-future-says-mca-additional-secretary-sanjiv-shankar-69456.htm">“This is not a zero-sum game”: TV and Digital can co-exist, says Sanjiv Shankar</a>

DTH players must pay for using public airwaves, free ride on spectrum unfair: AIDCF's SN Sharma on cable TV crisis

India’s television landscape is undergoing a dramatic transformation driven by rapid digital adoption, emerging consumption habits, and evolving distribution technologies such as D2M (Direct-to-Mobile) and 5G broadcasting. While the country continues to be one of the world’s largest content producers—churning out approximately 200,000 hours of content annually across multiple languages and cultures—its reliance on traditional Pay TV is dwindling.

The total number of TV sets in Indian households is expected to grow to 214 million by 2030, covering over 60% of the population. However, the share of Pay TV subscriptions within that number is shrinking rapidly. Projections indicate a further drop of 30 to 40 million Pay TV homes by 2030, reducing the total to just 71–81 million. This is a continuation of an ongoing decline; between 2018 and 2024, Pay TV households fell by 40 million. However, PayTV households continue to decline in India, potentially displacing Over 1.9 Lakh Jobs by 2030.

Several factors are contributing to this shift:

93% of TVs sold in 2024 are internet-capable, promoting a shift to Connected TV consumption.

Affordable consumer premise equipment (CPE) for Free TV is now available for under ₹1,000.

A rise in work-from-home and study-from-home trends is driving broadband adoption.

Higher-quality, personalized content on OTT platforms is luring audiences away from traditional channels.

Free content from platforms like YouTube, Samsung TV+, and JioTV+ is easily accessible on Smart TVs.

This transformation in consumption patterns is not without consequence. The fall in Pay TV subscriptions from 2018 to 2024 already led to the loss of 37,835 jobs in the Local Cable Operator (LCO) ecosystem, based on a sample survey of 28,181 respondents. Extrapolated to the total estimated 85,000 to 1.62 lakh LCOs in India, total job losses could range between 1.14 lakh and 1.95 lakh.

The projected decline of another 30 million Pay TV households by 2030 could worsen this employment crisis. Even if broadband and OTT platforms fill the entertainment gap, large ISPs and telecom companies may not generate enough new jobs to offset the losses due to their more centralized and automated operations, which depend less on local workforce networks like LCOs.

This looming shift suggests the industry must reimagine employment models in the content distribution ecosystem to adapt to the digital-first future.

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India may lose up to 1.95 lakh jobs as Pay TV households fall to 70 Million

India's Pay TV industry, which is in a distressful stage due to the rise of alternative content delivery platforms, may lose around 36% of household consumptions by 2030, a report projected. 

According to the report - 'State of cable TV distribution in India', undertaken by All India Digital Cable Federation (AIDCF) and EY, India's television consumption is expected to rise to 214 million by 2030. However, Pay TV could decline by a further 30 to 40 million, reducing the total to just 71 to 81 million (including under-declared and pirated connections), as both Connected TVs and Free TV continue to grow on the back of changing demographics and consumption habits.

The report has also anticipated a severe impact on the employment in Pay TV industry. The study highlighted that the loss of 40 million pay TV households between 2018 and 2024 resulted in a loss of 37,835 jobs in the Local Cable Operators (LCOs) ecosystem.

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"The decline in pay TV households has had a cascading effect, leading to job losses across multiple levels, from Local Cable Operators (LCOs) to technical and customer support teams, network engineers, and backend service providers. This is not merely an industry concern; it is an economic and social issue that needs immediate attention," Ashish Pherwani Partner and Leader, Media & Entertainment said.

At present, the rise of work-from-home and study-from-home arrangement is fueling the adoption of broadband connections in households. Additionally, higher quality content is being produced for OTT platforms, along with more features that allow viewers to customize their experience, boosting Connected TV subscriptions.

In a survey conducted by EY-AICDF, 79% of LCOs respondents reported that their monthly take-home income had reduced by over 20% since 2018. Moreover, 49% of surveyed LCOs reported a drop in the employment they created.

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Most of the LCOs, have shifted to broadband services to augment their incomes. 43% of the LCOs surveyed had already launched broadband services so far.

"Even if broadband connections replace pay TV connections, the growth in employment generated by large ISPs and telcos may not match the levels previously generated by smaller LCOs due to economies of scale," the EY report mentioned.

"The Government is cognizant of the challenges posed to the cable TV industry due to evolving technology and digital disruption. While innovation and growth cannot be curtailed, a fine balance must be struck between fostering technological advancement and ensuring the sustainability of traditional distribution platforms," Sanjiv Shankar, Joint Secretary, Ministry of Information & Broadcasting said.

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