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Digitisation: Ad deals may be reworked on short term basis

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Mumbai: Advertisers may have to enter into transitory arrangements with broadcasters if some homes are left without digital cable connections in the four metros after 1 November.

The government has mandated compulsory end to analogue delivery of television channels after the digitisation deadline, resulting in the possibility of a significant number of cable TV homes going without television signals for failing to have set-top boxes (STBs) installed to receive digital television signals.

“In the worst case scenario, when we do have 30 per cent dark homes in the four metros, there may be need to rework the commercial deals on a short term basis,” Leo Burnett Indian sub-continent chairman and CEO Arvind Sharma told Indiantelevision.com.

The Information & Broadcasting (I&B) Ministry last week said 68 per cent of cable TV homes in the four metros of Mumbai, Delhi, Chennai and Kolkata have already installed STBs to receive television channels in digital form. It said Mumbai leads the progress in digitisation with 95 per cent homes digitised, followed by Kolkata with 67 per cent. In Delhi, 53 per cent of the cable homes have switched to digital and in Chennai, 49 per cent.

The number of households, however, is based on census data and a broad section of the broadcast industry does not believe this reflects the actual estimate of the STB requirement in these four metros.

“In my opinion, digitisation will ramp up and only in the interim period will we as industry (advertisers, agencies and broadcasters) have to work out short term commercial deals. More importantly, the events of the next 40 days will be crucial,” Sharma said.

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So will TAM, the television audience measurement agency, report from digital homes only in the four metros after 1 November? A TAM spokesperson said: “TAM started reporting Digital TV Homes viewing data since 2008 when Digitization crossed threshold levels in some of the markets. TAM currently reports data from Non-C&S households (Terrestrial Antenna reception mode)and two types of C&S households: Digital C&S and Analog C&S – depending on whether households receive channels through a Set-Top Box (STB) or without Set-Top Box.

As per TAM JAN 2012 TV baseline report, almost 35% of All India C&S homes have already adopted Digital way of watching TV, with 1/3rd of them coming from Urban markets. The government, by its DAS notification, has mandated that from November 1st 2012, C&S channels can be legally received in the Municipal Corporation (MC) limits of the four major metros (NCR for Delhi) only through a Digital STB. Therefore, from NOV 1st, TAM will not report data of channels viewed in TV Homes that are not received through a Digital STB in these areas (exception being, viewing happening in TV Homes through Terrestrial Antenna signal reception)”.

The spokesperson added: “In other words, TAM will only be reporting Digital TV viewing data and Non C&S TV viewing in the DAS implemented areas of the 4 City. Data from Homes in the non-MC area of the cities (which does not fall under Phase I of DAS implementation) will continue to be reported as usual. We will be sending out a formal communication to our clients in the coming few days spelling out the details.”

As a broad section of the industry feels that a total 100 per cent STB penetration will not be possible on day one itself (1 November), there will be some empty homes. If TAM sticks to its current statement, this will mean the analogue coverage in the four metros will not be reported by TAM. So what happens if cable TV operators transmit the analogue signals illegally (take digital signals through a STB and convert it through a modulator for carriage on their analogue networks)? The government, however, is determined to implement digitisation and may take recourse to strict action by arresting the ‘violators‘ under criminal offence.

Media agency ZenithOptimedia CEO Satyajit Sen fears some kind of temporary disruption in business. “We presume that there will be disruption in the business. In the four metros, there aren‘t enough STBs to make them (cable TV homes) all go digital. Majority of the consumption of various categories happens in the four metros. Our clients will demand for TAM ratings and hence we will also ask for it,” Sen said.

Lodestar UM CEO Shashi Sinha, however, is not disturbed by the disruption in TV viewership. “People who matter to us are the consuming class and they will switch to digital. May be in the beginning for two to three months, we will see some impact but gradually everyone will switch to digital. At least the consuming class will by the last week of October,” he said.

Broadcasters to switch off analogue, Rajat Sharma to work in interests of viewers

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Broadcasters are largely confident of a smooth changeover to digital delivery of television channels from analogue. Like Lodestar‘s Sinha, Times Television Network MD & CEO Sunil Lulla too felt there is no need for any worry as the first phase of digitisation is happening at good speed.

“Digitisation will happen. People who want to get STBs will get those who don‘t want won‘t,” Lulla said.

The government is dead serious this time around in ensuring digitisation happens in the four metros by the deadline of 1 November and that all the stakeholders are brought on board. It has issued orders directing broadcasters to switch off analogue decoders in the four metros, unlike in 2003 when certain pockets in the metros were asked to shift to digital delivery of television channels.

The government has gone a step ahead and made carriage of analogue television signals after the digitisation deadline in the four metros a criminal offence.

BAG Films CMD Anurradha Prasad said, “All broadcasters want digitisation and, hence, we all will be switching off our analogue signals from 1 November. This is an order of government.”

An NDTV spokesperson said, “The government order is sacrosanct and the broadcasters are adamant on switching off the analogue signal from 1 November.”

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India TV chairman and editor-in-chief Rajat Sharma sounded a different note. He said, “For all stakeholders — IBF, NBA, I&B Ministry and MSOs, the viewers‘ interest is foremost. We will take a call keeping in mind that the viewer doesn‘t suffer.”

Pay TV channels will be more than willing to shift to digitisation as early as possible as it will mean a rise in their subscription revenues as the number of cable television subscribers disclosed by local cable operators will rise. In analogue, cable operators under-report the number of cable TV connections and thereby cause a loss of revenue for broadcasters with pay TV channels.

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

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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.

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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.

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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.

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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.

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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.

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MAM

Washington Post CEO exits abruptly after newsroom cuts spark backlash

Leadership change follows layoffs, protests and a bruising battle over trust.

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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.

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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.

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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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