Direct-to-Home (DTH) services will be more expensive for users in India after the implementation of the New Tariff Order (NTO) 3.0 from February 1, 2023. The immediate question that comes to mind is how is it a good move from the DTH companies? The shift to over-the-top (OTT) platforms by Indian consumers is happening as you read this. Rising DTH prices would only help the growth of OTT platforms. The NTO 3.0 is the main reason behind the price increase.
Broadcasters are happy, but the move feels wrong
Broadcasters are happy with the fact that they will earn more. But it seems like a mistake by the regulator and the industry. The growth of internet will certainly bring more people to the world of it OTT contents. The best thing about OTT is that you control the experience you get. Whether you want to stream in 4K or HD, it’s up to you. Further, whatever you want to watch and whenever you want to watch it, you have it under control with the OTT platforms. The same is not the case with traditional cable TV services and DTH platforms.
Read more – The role of the set-top box is over, the Indian government is taking steps
Although the DTH platforms also integrate OTT into their services, that will not help the companies with their DTH business. It would certainly be a new source of revenue, but would it be the primary source of revenue — there’s a big “if” around that question. The increase in the cost of consuming services in a market already feeling the effects of global inflation will not help DTH operators.
In the short term, the DTH operators can get better revenue from each subscriber, but in the medium to long term, that will only drive users away. The broadcasters can partner with the IPTV service providers and keep their business alive, but ultimately it will be the DTH companies that will feel the heat of price increases in services.
Read more – Broadcasters and cable companies end the battle
Cable TV operators and broadcasters have recently ended their dramatic battle over the implementation of NTO 3.0. It didn’t bode well for anyone involved. The DTH players have been losing subscribers, and it will continue to happen as the internet reaches more parts of the country and more users get used to watching content on OTT.
