MAM
Ad agencies expect reallocation of budgets post TRAI tariff order implementation
MUMBAI: Since the Telecom Regulatory Authority of India (TRAI) has announced its new tariff order, making it mandatory for TV channels to keep a transparent display of the rates of its channels and bouquets and providing the viewers the liberty to pay only for those channels that they want to see, there has been quite a turmoil in the worlds of those associated with the industry.
While channels, MSOs, and LCOs are busy ensuring a smooth transition to the new regime, the advertising world is looking at a cloudy sky that only offers a lot of uncertainty towards the impact of this order on their planning.
Speaking about the same at a recent press meet, Mindshare chief operating officer, South Asia Amin Lakhani had said, “As an industry, we have seen a lot of volatility and uncertainty in the past 4-5 years. This is also an interesting one.” He added that the industry will have to follow a wait and watch approach to see the impact of the new order on the advertising world. But he was also certain that people will not change their habit of watching TV.
Indiantelevision.com talked to some more industry insiders to understand what the new order will mean for TV, digital and the advertising world.
Mindshare chief digital officer South Asia Vinod Thadani reflected same thoughts as Amin and said, “Any call on the way the TRAI order will impact TV viewership would be too early. The various scenarios are yet to play out and once there is clarity on the impact on TV distribution and viewership, we will be able to take any calls on its impact on digital.”
Isobar group MD-South Asia Shamsuddin Jasani on the other hand was sure that this new order is going to help the advertisers as they will now have a better idea of which channels are popular and thus, where to invest.
He said, “I don’t think it will impact the ad-spends on TV drastically but will lead to re-allocation of fund by the advertisers. Now, we have an even better data of premium channels and we can thus improve the way we spend.”
Shamsuddin is of the view that OTT might gain because of the order, “With OTT, you can track the number of users from day one. So, if advertisers use the right science (to understand these numbers), it will definitely help OTT players.”
Update Advertising MD Sharad Alwe affirmed that the new TRAI tariff order is definitely going to impact the viewership of pay channels. He said, “The TRAI ruling will perforce make the viewer carefully select his pay channels of choice (appointment viewing) and create or select his package so that his cable subscription does not go higher than what he was paying currently. On certain channels, where he watches programming based on specific events, be it sports or reality shows, he may buy these channels only during that specific period. FTA channels & MSO/LCO based cable channels with better and relatable content will attract higher viewership.”
But he doesn’t see this affecting the ad spends made by the brands on any of these TV channels. “These changes will impact channel rates but we do not see any negative impact on ad spends,” he says adding, “OTT offerings of the various media networks like Hotstar, SonyLiv, ZEE5, Voot might see an uptake for their selective content.”
Mobclixs Technologies founder and CEO Dushyant Jani was very positive about the new regime making the entire broadcast framework transparent and fair. He said, “I think 50 per cent of the viewers watch not more than 30 channels but they are sold a bundled pack of 300 channels, which cost roughly between Rs 250 and Rs 450 depending on whether it is a cable connection or DTH service. When consumers select their channels, the ones that don’t meet their expectations get dropped out in the process.”
Talking about its impact on advertising, Dushyant contended, “The drop in channels will impact the advertising revenue. For advertisers, it is wise to bet on the popular channels and obviously, the lesser popular channels will lose big on advertising revenue. However, the impact on the advertisers due to this will still be much higher as they need to cater to and capitalise on the top-selling channels but may not have enough time to plan their advertising budget.”
Bijoor Consults Inc founder and brand guru Harish Bijoor feels that the new tariff regime is definitely a ‘jolt’ point for TV as well as the advertising industry. According to him while there are differentiated views on what impact this whole scenario will have on TV ad spends, one thing is certain that OTT is surely going to benefit in the long run.
Brands
Netflix India names Rekha Rane director of films and series marketing
Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names
MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.
Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.
A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.
At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.
Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.
Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.
Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.
The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.
For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.
Brands
Orient Beverages pops the fizz with steady Q3 gains and rising profits
Kolkata-based beverage maker reports stronger revenues and profits for December quarter.
MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.
For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.
Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.
On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.
The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.
Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.
The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.
In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.
MAM
Washington Post CEO exits abruptly after newsroom cuts spark backlash
Leadership change follows layoffs, protests and a bruising battle over trust.
MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.
Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.
The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”
The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.
Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.
Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”
Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.
Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.
According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.
While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.
As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.
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