Digitisation continues to be on top agenda of the cable tv industry and the government. With the digitization deadlines approaching nearer by the day, the cable operators face shortage of set top boxes and lack of awareness among consumers. This is not surprising as India is not the only country going digital at this point. Among others Brazil, Russia, China and South Korea are also heading the digital way, so production houses across the globe are finding it a challenge to meet the overwhelming demand for Set Top Boxes.
MSOs and DTH players at the same time are ramping up consumer awareness plans to spread the message of mandatory digitization. Hathway Cable for instance plans to invest Rs 1.75 bn in first phase of digitization, in acquisitions of boxes and marketing campaigns. The govt. is also doing its bit by undertaking nationwide campaign to promote digitization. Despite Kapil Sibal’s attempts to control messages on social media, the govt. itself is now planning to use the social media platform to spread word about digitization.
Digitization is being looked upon as a game changer in the industry. The rationale is that it will provide more and better channels, and value added services that benefit the consumer. It will also lead to consolidation in the industry with big players moving in to control a greater segment of the hitherto fragmented television market.
Ramesh Jalan
Publisher
E-mail: rameshkumarjalan@rediffmail.com
rkjalan@broadbandindiamagazine.com
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