News & Media

As the Ministry of Information & Broadcasting (MIB) moves forward with its proposed amendments to India’s TV rating framework, cable operators and smaller broadcasters have mounted strong opposition to key provisions—particularly the plan to exclude landing-page viewership from official TRP measurement and the move to recognize Connected TV within the ratings ecosystem. In formal submissions to the ministry, including a detailed response from the All India Digital Cable Federation (AIDCF), industry stakeholders warned that the new rules could distort audience measurement, undermine smaller networks, and trigger significant revenue losses across the cable distribution sector.

The All India Digital Cable Federation on Friday opposed the government’s proposal to exclude landing page viewership from television rating measurement, calling the move “neither technically justified nor operationally feasible” in its detailed response. While supporting most of the draft amendments to the TRP policy guidelines, AIDCF told the Ministry of Information & Broadcasting that the landing page is a legitimate part of the viewing journey in digital TV homes and cannot be treated as “non-viewership”.

While cable and satellite broadcasters operate under the strict purview of the Cable Television Networks (Regulation) Act, 1995, and require uplinking, downlinking, and programme code compliance, FAST channels have so far remained outside this framework. These platforms currently function without the licensing and content obligations applicable to traditional broadcasters. Industry stakeholders, including the All India Digital Cable Federation (AIDCF), have repeatedly called this situation a “regulatory vacuum” that puts licensed operators at a disadvantage.

Manoj Chhangani, Secretary General of All India Digital Cable Federation (AIDCF) puts things in perspective. “FAST channels are not just competition; they are an unregulated disruption that threatens the very survival of licensed cable operators. While cable shoulders heavy levies and compliance, FAST channels bypass licensing and capture the same audiences and ad revenues, creating a deeply uneven playing field. Unless the principle of ‘same service, same rules’ is applied, cable operators risk being pushed out faster in metros.

AIDCF, India’s apex body representing Digital Multi-System Operators (MSOs), has expressed serious concerns over the far-reaching consequences of this proposal. If accepted, it would deepen the regulatory imbalance between DTH and digital cable operators and jeopardize the viability of over 880 MSOs and 1.6 lakh Local Cable Operators (LCOs) nationwide. The potential fallout could also impact over 10 lakh livelihoods directly tied to the cable TV distribution sector.

The All India Digital Cable Federation (AIDCF), the apex body of digital cable television operators, announced the appointment of Mr. Anirudhsinh Jadeja, Managing Director, GTPL Hathway Limited, as its new President. Mr. Jadeja succeeds Mr. S.N. Sharma, CEO of DEN Networks Limited whose tenure came to an end. In the same election, Mr. Sankaranarayana, Vice Chairman of Asianet Satellite Communications Limited was elected as Vice President of AIDCF and Mr. Sanjay Goyal, Group CFO of Fastway Transmissions Private Limited was elected as Treasurer of AIDCF.

The All India Digital Cable Federation (AIDCF), in collaboration with EY India, today launched a landmark report titled "State of Cable TV Distribution in India". The report was officially unveiled by Mr. Sanjiv Shankar, Former Joint Secretary, Ministry of Information and Broadcasting. This pioneering study offers critical insights into the challenges, evolution, and future of India’s cable television ecosystem. Drawing from extensive field data—based on responses from over 28,000 Local Cable Operators (LCOs)—the report presents a comprehensive view of the current crisis and calls for urgent reforms. Key Findings: • LCO workforce declined by 31% since 2018 — a loss of 37,835 jobs. Nationally extrapolated, job losses are estimated between 1.14 to 1.95 lakh. • With nearly 900 MSOs and 72,000 LCOs shutting down in the past six years, cumulative job losses exceed 5.77 lakh. • Pay TV homes dropped by 40 million, falling from 151 million (2018) to 111 million (2024). • 93% of LCOs reported a decline in subscribers; 49% saw a drop in income; 35% reported subscriber losses over 40%. Key Recommendations: • Establish a level playing field across all content distribution platforms • Enable territory-based differential pricing for Pay TV • Reactivate 20 million inactive STBs • Restrict free or delayed retransmission of Pay TV content on other platforms • Form a unified front against content piracy This report is a wake-up call for all stakeholders. With the right reforms, India’s cable TV sector can be revitalized—protecting jobs, ensuring fair competition, and strengthening digital infrastructure.

AIDCF Secretary General Manoj Chhangani said that television continues to offer unique advantages that digital platforms struggle to match, particularly for mass-market brand targeting broad and diverse audiences.

A high-level team of the All-India Digital Cable Federation (AIDCF) met Minister of Information & Broadcasting Ashwini Vaishnaw in New Delhi and discussed vital industry issues relating to the cable TV distribution sector. The discussions focused on ensuring a level playing field, addressing regulatory imbalances and identifying pathways for a sustainable future for the industry amid rapid digital transformation.

Local cable operators (LCOs) have seen a 31% drop in employment from 120,557 in 2018 to 82,722 in 2024, according to a survey conducted in collaboration with the All India Digital Cable Federation (AIDCF). As per the survey of 28,181 LCOs across India, the subscriber base of 9,863 LCOs fell more than 40% between 2018 and 2024, while 2,536 saw a decline of 20% to 40% due to a shift of consumers from pay TV to services like over-the-top (OTT) platforms, Prasar Bharti's DD Free Dish, and Connected TV.