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Tag: Trai

  • TRAI says 40% consumers have exercised their options under new tariff order

    TRAI says 40% consumers have exercised their options under new tariff order

    MUMBAI: With just a week for the new tariff order to kick in, the Telecom Regulatory Authority of India (TRAI) on Thursday revealed that nearly 40 per cent of the consumers have already exercised their options under the new regulatory framework.

    The regulator also expressed its satisfaction over the progress made by all stakeholders in order to adapt to the new norms.

    In the last month, TRAI has conducted frequent meetings with DPOs and broadcasters to oversee all implementation plans. The regulator has noted that all service providers have offered a consumer care channel on TV Channel Number 999, consumer corner on their website, started a Call Centre, released mobile apps and updated EPG displaying the MRP of each channel.

    The stakeholders have also made arrangements to receive options of subscribers using various methods.

    TRAI on its part has carried out an extensive consumer awareness program. The regulator has been proactively educating consumers through various means like social media and SMS. 

    It has also launched a web portal to help consumers to select the channels of their choice and estimate their monthly bill.  A facility has also been provided to take a print out of the  TV Channels selected or download the file so that the same can be sent to the TV service provider to facilitate exercising of the subscriber option.

    However, the regulator in its latest press note singled out one DTH for non-cooperation.

    “Authority has been receiving hundreds of complaints intimating that one of the  DTH (Direct to  home)   service provider is  not  providing options to its   subscribers  to    exercise   their   choices   and   providing   misleading information in  regard to  implementation of  new  framework. The Authority has taken up the matter. The said DTH operator has assured in writing that they will be complying with the new regulatory framework and will make the options available for obtaining the consumers choice. The  Authority assures all  the  subscribers that all  efforts are  being made to ensure that there is no inconvenience or  any  disruption of TV services due to  the   migration to  the new  regulatory regime,” it said.

     TRAI’s note also went on to add that Multi Systems Operators (MSOs) in far-flung areas and smaller towns are yet to implement the new regulatory framework in letter and spirit.

    Despite the strides made by all parties involved, the regulator has yet again directed all broadcasters and DPOs to comply with the new regulatory framework.

  • Punit Goenka on ZEE5’s content play, TRAI tariff order and ZEEL’s search for a strategic partner

    Punit Goenka on ZEE5’s content play, TRAI tariff order and ZEEL’s search for a strategic partner

    MUMBAI: The Subhash Chandra-owned media conglomerate Zee Entertainment Enterprises Limited (ZEEL) reported robust growth in the third quarter of FY 19, beating analysts’ expectations. Apart from the stellar growth in both domestic and international advertising revenue, ZEEL’s over-the-top (OTT) platform ZEE5 maintained its forward march posting healthy monthly active subscriber numbers. Buoyed by the response to the streamer, ZEEL now intends to increase its investment in ZEE5.

    The company’s growth was up 21.7 per cent and 23.3 per cent y-o-y in  terms of advertisement and subscription revenues respectively. The reported ad revenue for Q3 2019 stood at Rs 1,462.57 crore as compared to Rs 1,202.02 crore in Q2 2018. Subscription revenue for the period under review was Rs 618.48 crore as compared to Rs 501.69 crore in the corresponding year ago quarter.

    Satisfied with his organisation’s performance, ZEEL MD and CEO Punit Goenka, during an earnings call, covered a wide range of subjects including the content strategy for ZEE5, the much-debated TRAI tariff order, and the broadcaster’s foray into regional language markets.

    Ambitious plans for ZEE5

    Within one year of its launch, ZEE5 has quickly climbed up the ladder, competing with the best in the business. Outlining the content strategy for the OTT, Goenka said ZEE5 would target 72 shows for the upcoming fiscal year. The plan is to release six web-series each month in the six languages. The platform will be focusing on more tentpole shows rather than releasing one every quarter. Besides original content, ZEE5 will ramp up content sourcing from Hollywood and other segments of the international market.

    Goenka stated that the company made course corrections based on learnings from consumptions trends by dropping some shows that were under process. Having set out to produce 90 shows combining multiple formats by March 2019 (and delivering 31 until 31 December), ZEE5 has now repositioned its content play.

    In the second quarter, ZEE5 struck deals with telcos, the most notable being an exclusive three-year tie-up with the Gopal Vittal-led Airtel. According to Goenka, the platform has already begun booking revenues through these deals. It must be noted that ZEE5 contributed to the 21 per cent domestic advertising revenue growth.

    While ZEE5 works on a freemium model, its subscription service was launched back in July. When asked about the pricing strategy, Goenka argued that it is too early to evaluate.

    “I think it is too early for me to start questioning whether it is the right price point or not. The feedback from consumers helped us in launching this regional pack strategy and that also is aiding the growth of subscription take-up in the market. So we will track it for another two quarters before coming to that discussion, internally also,” he remarked.

     While subscription revenue has started trickling in, Goenka believes substantial traction needs to be delivered on that front over the next few years.

    “I think there is a long way to go for us to drive that to a significant number for the company over the next three to five years that I have guided for. But having said that, we will be investing back all of the revenues as well as more cash flows behind the ZEE5 content and marketing,” he added.

    The media conglomerate has big plans for ZEE5 globally as well. After a soft international launch, the OTT’s first commercial foray will take place within the fourth quarter in the Asia Pacific region. Post that, the streaming service will enter other markets, except the US, in Q1 of FY 20.

    According to Goenka, a combination of subscription and advertising revenue will lead to profitability of OTT platforms. With digital not matching the reach of television anytime soon, it isn’t possible to build an OTT on the back of advertising revenue, he opined.

    Optimistic about new regulatory framework

    In stark contrast to the approach of several broadcasters, who expressed reservations about the Telecom Regulatory Authority of India’s (TRAI) new tariff order, ZEEL has been an early backer of the regulator and its new framework. Commenting on ZEEL’s readiness to adapt to the new norms, Goenka said the broadcaster is closely working with all the distribution platform operators (DPOs). He agreed with the industry experts’ view about there being some hiccups for the next three to six months due to the radical change. However, he was quick to point out that cable and DTH operators have accelerated their efforts to put together channels bouquets and packs.

    When several stakeholders losing sleep over how the migration to a new framework will play out, Goenka is of the view that the real picture will only emerge on 31 January midnight or 1 February morning. He recalled how consumers had swung into action only after the blackout of channels during the DAS implementation. There could be a repeat in that pattern of consumer behaviour, he said.

    “I do expect that large conversion to happen only post switch-off, and that's in-line with our DAS strategy also that we had gone with,” Goenka highlighted.

    The veteran executive, however, is optimistic about ARPU growth due to the new regime.

    ZEEL’s potential strategic partner

    In November 2018, the promoter group of ZEEL announced the decision to sell or divest up to 50 per cent of its equity stake in the company to a strategic partner, aiming for a stronger global media-tech play. According to Goenka, the negotiations for the deal are being conducted with a few players and not a large set. In line with the earlier announcement, Goenka is confident that a concrete arrangement would be arrived at by March- April.

    “We do have significant production capabilities within the ecosystem. And while we do leverage it on our own platform, but it will be available, even for the strategic partner if they wanted us to create content for them, which necessarily does not go on our platform, it goes on their platform. We will be happy to do it for them,” he pointed out.

  • Tata Sky vs TRAI: Delhi High Court adjourns matter to 28 January

    Tata Sky vs TRAI: Delhi High Court adjourns matter to 28 January

    MUMBAI: The next instalment of DTH major Tata Sky’s ongoing legal tussle with the TRAI and its new tariff regime, in which Bharti Telemedia-owned Airtel Digital TV and Sun Direct are a part, will play out on 28 January. The Delhi High Court, on Wednesday, adjourned the matter as the judge was on leave.

    On 15 January, the matter was argued partly by senior lawyer Kapil Sibal on behalf of the direct-to-home operator on Tuesday who focussed on two points of 15 per cent discount cover (or the lack of it) and micromanagement attempt by TRAI of how business should be conducted.

    The hearing in the case started at around 2:45 pm and continued till almost 90 minutes during which Sibal argued that with the Madras HC setting aside the 15 per cent discount cap, the main aim of the tariff order had been frustrated and that attempt to micromanage a business, especially moves relating to pricing, etc., some of the provisions of the regulation were not in the interest of the DTH operator, which follows a different cost model compared to MSOs.

    The TRAI counsel’s interjection, according to industry sources, was minimal except seeking some technical clarifications relating to issues being argued by the Tata Sky lawyer and the actual content of the writ petition.

    Though this essentially means the regulator is unlikely to take any coercive action against the DTH operator and Discovery (that has already published new rates in compliance with the TRAI tariff order) until the next hearing, during the 10 January 2019 hearing of the case the court had verbally observed that Tata Sky could remain non-compliant at its own peril.

    At the earlier hearing, Sibal had impressed upon the judges to ask TRAI to produce all documents on how it arrived at the decision to implement the new tariff regime. He had also stated that implementing the present order will have an adverse impact on business.

    The TRAI lawyer had countered saying while Tata Sky felt aggrieved, a big DTH operator like Dish TV and all other MSOs seemed satisfied and had complied with the new tariff framework.

    The court had then asked the regulator to file the documents and the data that was the basis for arriving at the new tariff regime.

    Tata Sky is unlikely to upload its RIO for now, unlike Discovery, which has already published the same on its website, under protest.

    In 2017, Bharti Telemedia, Tata Sky and Discovery Communication India had filed petitions against TRAI, challenging its tariff order and the interconnect regulations.

    Unlike the position adopted by Star India wherein it questioned the regulatory powers of TRAI, the matter in the Delhi HC questions the regulator’s power to wipe out deals that operators enter into to fix commissions and rates for customers.

    While the Delhi HC case outcome could have implications on Tata Sky, Sun Direct, other distribution platform operators (DPOs) continue to be bound by the tariff order and most of them have complied to.

  • Karnataka may face day-long cable TV blackout on 24 January

    Karnataka may face day-long cable TV blackout on 24 January

    MUMBAI: Karnataka cable TV users are likely to face a blackout of TV channels on 24 January if the Karnataka State Cable Television Operators Association goes ahead with its intention to protest against the Telecom Regulatory Authority of India’s (TRAI) new tariff order. The state has 60 to 70 lakh cable channel subscribers.

    The association has decided to black out cable channels across the state on January 24 from 6 am to 10 pm. According to a report in The Hindu, the channels will be switched off by the respective associations.

    As quoted in the report, VS Patrick Raju, president of the association said the TRAI decision is regressive. He also added it would go against the interests of both the channel subscribers and the operators.

    “TRAI has come out with the new regulations without taking operators into consideration. At present, the operators are giving 450 channels for Rs 300 and if the new rules come into place, the subscriber will end up paying Rs 1,500 for same number of channels as the channel rate ranges from Rs 1 to Rs 19. In addition, a provision has been made to charge 18 per cent. The TRAI regulation is a regressive act and new rules are introduced just to favour big corporate bodies,” he added.

    Cable operators across India are going against the new regime and this Karnataka incident is not any different. Many experts in the cable industry have spoken against the TRAI formula that dictates revenue sharing model.

  • TRAI asks Tata Sky to submit status report on tariff order implementation

    TRAI asks Tata Sky to submit status report on tariff order implementation

    MUMBAI: Telecom Regulatory Authority of India (TRAI) has asked direct-to-home operator Tata Sky to file a comprehensive status report on the implementation of its new tariff regime. The regulator's direction came after it received complaints from several Tata Sky consumers.

    The new regulatory framework puts the power in hands of consumers to pay for channels they want to watch.

    According to a PTI report, TRAI also said Tata Sky is misleading its subscribers by suggesting that the regulator has extended the date of implementation of the new regulatory framework.

    The regulatory body in its letter to Tata Sky has described this act of the DTH operator as “patently false and misleading ".

    TRAI has further stated that it has given consumers time until 31 January to choose television channels, thereby enabling a smooth migration to the new regulatory framework.

    According to TRAI, it has received complaints from its subscribers suggesting that Tata Sky has "not made any provision in their system to obtain the choice of subscribers as per the new regulatory framework."

    It is important to mention here that a petition filed by Tata Sky against the new tariff order is pending before the Delhi High Court.

    Tata Sky’s ongoing court battle with the TRAI and its new tariff regime, in which Bharti Telemedia-owned Airtel Digital TV and Sun Direct are a part, was adjourned by the Delhi High Court on Thursday to January 23 with arguments being inconclusive.

    The matter was argued partly by senior lawyer Kapil Sibal on behalf of the direct-to-home operator on Tuesday who focussed on two points of 15 per cent discount cover (or the lack of it) and micromanagement attempt by TRAI of how business should be conducted.

    The hearing in the case started at around 2:45 pm and continued till almost 90 minutes during which Sibal argued that with the Madras HC setting aside the 15 per cent discount cap, the main aim of the tariff order had been frustrated and that attempt to micromanage a business, especially moves relating to pricing, etc., some of the provisions of the regulation were not in the interest of the DTH operator, which follows a different cost model compared to MSOs.

    The TRAI counsel’s interjection, according to industry sources, was minimal except seeking some technical clarifications relating to issues being argued by the Tata Sky lawyer and the actual content of the writ petition.

  • Broadcasters to TRAI: No further regulation of OTT communication services

    Broadcasters to TRAI: No further regulation of OTT communication services

    MUMBAI: Major broadcasters including Star India, Sony Pictures Networks India (SPN) and Times Network are clear they do not favour any further regulatory intervention on over-the-top (OTT) communication services. All three players have argued that OTTs should not be seen as a substitute for TSPs. While submitting their feedback comments on the TRAI consultation paper, the broadcasters have highlighted that although some of the services provided by OTTs may seem similar to TSPs, they have highly dissimilar nature especially when it comes to technology and revenue model. The major focus area of the TRAI paper is the issue regarding the relationship between OTTs and TSPs.

    Star India point of view

    Apart from suggesting TRAI to not regulate OTT communication services, Star India has also highlighted that OTTs are licensed under Section 4 of the Indian Telegraph Act, 1885 and hence the regulator does not have the authority to regulate them.

    The broadcaster feels that TRAI’s concerns around “Privacy, Security and Interception” are valid but the provisions under Information Technology Act, 2000 are already in place to address those. Moreover, the Justice BN Srikrishna committee is also working towards reinforcing the provisions under Draft Personal Data Protection Bill, 2018.

    “The consultation paper assumes certain applications of OTTs (‘OTT Communication Services’) as substitutes to TSP services. This assumption appears unfounded and there is no discernible rationale in keeping with any existing legal criteria or technical parameters, such as those outlined in basic competition law on substitutability, for TRAI to have concluded so in the consultation paper,” the broadcaster points out with respect to “Substitutability” as the basis for regulating OTT ecosystem.

    SPN’s take on the issue

    SPN has strongly advocated for the forbearance of OTTs as it will ensure the growth of the sector. According to the broadcaster, any additional regulation could have an adverse impact on the growth of internet applications and platforms.

    SPN has pointed out that the consultation paper mentions OTT players do not have licensing and regulatory obligations while TSPs incur license fees and have to meet regulatory obligations. The broadcaster, in its submission, has argued that the operation of OTT platforms is not dependent on TSPs but on the internet. In addition to that, the services being provided by the OTT platforms are free of cost, although consumers do bear the cost of data charges/internet which are accrued by TSPs and the revenues are not passed on to the streamers.

    “We believe that no regulatory intervention is required since it could stifle innovation and straitjacket technological innovation and the development of this sunrise sector. A policy of forbearance on regulation [as has been the case so far] should be continued in order to avoid hampering growth in the sector,” SPN said in the submission.

    At the same time, the broadcaster has also added that telcos should be given opportunities to avail fair market pricing as well as sufficient policy-backed impetus to enable them to invest in infrastructure and upgradation of technology.

    Times Network bats for forbearance

    On a similar note, the Times Network has also highlighted the differences between OTTs and TSPs. While voice calling and text messaging are the primary services of TSPs, the same are secondary services for OTTs. Moreover, there is an inherent difference in the technology used by OTTs and TSPs for calls and messaging. Hence, Times Network thinks the services cannot be classed as “similar services” from a licensing perspective.

    “Further, TSPs as ISPs are access providers who control the underlying broadband access infrastructure, with few market players due to high barriers to market entry. By contrast, OTTs do not control the underlying broadband access point, have significantly lower barriers to market entry and are faced with many competing services, unlike TSPs. Consumers can add or stop using OTTs at will whereas switching between TSPs involves incurring the cost for the consumer and generally involves a longer relationship,” the broadcaster added in the submission.

    Due to the palpable differences between TSPs and OTTs, Times Network believes OTT platforms should not be regulated on the lines of TSP. The broadcaster is also of the view that inter-operability of the OTT services with the services provided by the TSPs may promote competition and benefit the end users.

    “We also recommend non-introduction/ non-imposition of any unwarranted regulations which may impede the growth of this buzzing as well as budding industry which has given a huge push to the start-up entrepreneurial spirit in the country. Also, interoperability of OTT apps with traditional network-based services may lead to a loss of innovative features and functions available on OTT services,” the submission also read.

    As per Times Network’s outlook, any licensing norm for OTT would affect consumer welfare, individuals, companies and entire industries. It could also create entry barriers in the industry, especially for startups.

    ZEEL also against the regulatory framework

    ZEEL submitted its response to TRAI on behalf of its digital arm ZEE5. The growing online video player has also advocated complete forbearance on any kind of regulatory framework by the authority. It has also been added that OTT service providers are intrinsically distinct from network providers like TSPs and ISPs. Like other players, ZEE5 also thinks substitutability should not be treated as the primary criterion for comparison of regulatory or licensing norms applicable to TSPs and OTT service providers. It has also added that there is no issue of a non-level playing field between OTT service providers and TSPs providing same or similar services as both OTT providers and TSPs complement each other.

    “The future of digital product offerings and growth of OTT services will depend on a robust environment which does not stifle technology-based innovation and provide a competitive market environment. Low entry barriers for new entrants, minimal regulatory barriers and technological advancement will be the cornerstone of such growth of the sector for investments, innovation, and consumer interest. Therefore, we urge the Authority that a policy of forbearance is best suited,” ZEE5 stated.

    Most of the above-mentioned players agree that OTTs have helped in the growth of TSPs. As all the OTTs require high-speed internet, data usage increases among users which in turn help TSPs’ revenue. The decline in voice calls and messaging is being complemented by high data use helping telcos to recover the loss.

  • Tata Sky vs. TRAI: Case, argued partly by DTH operator, adjourned to 23 January

    Tata Sky vs. TRAI: Case, argued partly by DTH operator, adjourned to 23 January

    MUMBAI: DTH operator Tata Sky’s ongoing court battle with the TRAI and its new tariff regime, in which Bharti Telemedia-owned Airtel Digital TV and Sun Direct are a part, has been adjourned by the Delhi High Court to January 23 with arguments being inconclusive.

    The matter was argued partly by senior lawyer Kapil Sibal on behalf of the direct-to-home operator on Tuesday who focussed on two points of 15 per cent discount cover (or the lack of it) and micromanagement attempt by TRAI of how business should be conducted.

    The hearing in the case started at around 2:45 pm and continued till almost 90 minutes during which Sibal argued that with the Madras HC setting aside the 15 per cent discount cap, the main aim of the tariff order had been frustrated and that attempt to micromanage a business, especially moves relating to pricing, etc., some of the provisions of the regulation were not in the interest of the DTH operator, which follows a different cost model compared to MSOs.

    The TRAI counsel’s interjection, according to industry sources, was minimal except seeking some technical clarifications relating to issues being argued by the Tata Sky lawyer and the actual content of the writ petition.

    Though this essentially means the regulator is unlikely to take any coercive action against the DTH operator and Discovery (that has already published new rates in compliance with the TRAI tariff order) until the next hearing, during the 10 January 2019 hearing of the case the court had verbally observed that Tata Sky could remain non-compliant at its own peril.

    At the earlier hearing Sibal had impressed upon the judges to ask TRAI to produce all documents on how it arrived at the decision to implement the new tariff regime. He had also stated that implementing the present order will have an adverse impact on business.

    The TRAI lawyer had countered saying while Tata Sky felt aggrieved, a big DTH operator like Dish TV and all other MSOs seemed satisfied and had complied with the new tariff framework.

    The court had then asked the regulator to file the documents and the data that was the basis for arriving at the new tariff regime.

    Tata Sky is unlikely to upload its RIO for now, unlike Discovery, which has already published the same on its website, under protest.

    In 2017, Bharti Telemedia, Tata Sky and Discovery Communication India had filed petitions against TRAI, challenging its tariff order and the interconnect regulations.

    Unlike the position adopted by Star India wherein it questioned the regulatory powers of TRAI, the matter in the Delhi HC questions the regulator’s power to wipe out deals that operators enter into to fix commissions and rates for customers.

    While the Delhi HC case outcome could have implications on Tata Sky, Sun Direct, other distribution platform operators (DPOs) continue to be bound by the tariff order and most of them have complied too.

  • MIB restricts eligibility for temporary uplinking for non-news events

    MIB restricts eligibility for temporary uplinking for non-news events

    MUMBAI: In a fresh notice, the Ministry of Information and Broadcasting (MIB) has laid out a new norm for temporary uplinking applications for live coverage of non-news and current affairs TV channels. Now, only those channels and teleport operators that are already permitted by the MIB will be eligible to apply for temporary permits. This notification comes into effect immediately.

    It reiterated that no other entity apart from permitted broadcasters and teleport owners will be given permissions for uplinking in the case of temporary live events.

    The Telecom Regulatory Authority of India (TRAI) had suggested its recommendations to ease norms for uplinking and downlinking of TV channels. The MIB later stated that these suggestions were under consideration but did not give any time frame for making them into regulations. These norms last came into effect in 2011.

  • Prasar Bharati to TRAI: OTTs streaming live TV should mandatorily carry all Doordarshan channels

    Prasar Bharati to TRAI: OTTs streaming live TV should mandatorily carry all Doordarshan channels

    MUMBAI: Public broadcaster Prasar Bharati has suggested to the Telecom Regulatory Authority of India (TRAI) that certain norms be made mandatory for OTT providers, in order to bring them on a level playing field with TV broadcasters and not just limit their comparison to telecom service providers (TSPs). OTT providers should abide by certain rules including one that OTT platforms streaming live TV should mandatorily carry all Doordarshan channels like DTH, MSOs or cable operators do.

    Under these regulations, Prasar Bharati is of the view that those OTT services should be included that provide audio/video content or broadcast services such as live, delayed or on-demand content. Such apps ‘should comply’ with basic regulatory and legal conditions which could be a subset of those that currently exist for TV broadcasters.

    Prasar Bharati made these suggestions as part of its comments to a recent TRAI consultation paper. While the consultation paper only looks at comparing OTTs to TSPs, Prasar Bharati feels that since several OTTs are providing content that is parallel to linear TV, it is only fair that when rules are made, it is taken into account that they not only substitute TSPs but even traditional broadcasters. After this, the type of service provider should also be made a criterion for creating regulatory and licensing norms.

    Prasar Bharati feels that currently, OTTs have a free reign but if OTT providers are relaying news content then they should register with the Ministry of Information and Broadcasting (MIB). The need for regulation, in this case, is especially high given the rising incidences of fake news and mischievous reporting. The regulations will also make OTT providers accountable and responsible especially if some content could be deemed to be ‘against national security’.

    It also brought into focus the system of audience measurement that has been established for linear TV and the same should also be applicable when these channels are shown live on OTT platforms.

    Prasar Bharati also sees the positive side of OTTs being helpful during calamities and natural disasters where it could prove as an important tool for broadcast. For this, it says that there needs to be synergy between various stakeholders.

    TRAI released a consultation paper on regulatory framework for OTT communication services in November. “The authority has chosen in this consultation to focus only on regulatory issues and economic concerns pertaining to such OTT services as can be regarded the same or similar to the services provided by TSPs,” TRAI said in the release. The paper mainly focused on issues regarding the relationship between OTTs and TSPs.

    The pubcaster has strongly advocated for basic regulatory and legal conditions to be applied to OTT providers offering broadcast services through internet.

  • BARC India exhorts TRAI to ‘empower’ it as digital measurer

    BARC India exhorts TRAI to ‘empower’ it as digital measurer

    MUMBAI: In a smart move that could lead to further enhancing of its credibility and importance, Broadcast Audience Research Council India (BARC India) has exhorted Telecom Regulatory Authority of India (TRAI) to “empower” it to be the uniform measurer of audience and other data related to TV, and OTT and digital platforms.   

    “BARC, which provides significant granular measurement data on television, if empowered by this Hon’ble authority, shall provide unbiased and accurate measurement data on contents broadcasted, streamed, re-transmitted, downloaded and shared in OTT platforms. The outcome of the above will lead to one single robust measurement report for television, OTT and digital platforms,” the Indian measurement organisation has said in its submission on TRAI’s consultation paper on regulatory framework for OTT communication services.

    Interestingly, while BARC India’s commitment to roll out digital media measurement services Ekam is a work in progress, the present TRAI consultation paper is more focussed on OTT voice or communications services like WhatsApp, Facebook’s Messenger and similar Indian products like Hike. However, it must be made clear here that many of the over 80 submissions from diverse stakeholders, including big TV companies like Star India and Zee, do dwell on video OTT and possibilities relating to regulations.

    Quoting from the Mobile Eco-system and Ad-sizing Report 2018 that highlights India has 250 million registered online video viewers, 100 million OTT viewers and that viewing of video content increased by 75 per cent in recent times, BARC India drives home the point if the contents streamed, viewed, re­transmitted and downloaded on OTT services “are measured and rated” by it, “more transparency in the digital eco-system” would follow.

    Highlighting the many strengths of the system and technology that the organisation presently employs and deploys, BARC India has submitted: “The OTT platforms prevail in the mobile and virtual worlds, which allow advertisers to easily and efficiently target well-defined groups or even individual consumers across various mediums…Hence, it is imminent to regulate, analyse and derive audience measurement system on OTT platforms.”

    Although several global agencies like comScore, Nielsen, App Annie and SimilarWeb provide third-party analytics on OTT platforms, the Indian industry lacks a credible and neutral measurement agency, it has been contended. As digital ad spends increase gradually, proper data analytics will offer additional opportunity to advertisers and clients to compare the effectiveness of media spends amongst various distribution platforms.

    BARC India, which has successfully set up a transparent, accurate, and inclusive TV audience measurement system that’s built upon a robust and future-ready technology backbone, while strengthening its case to measure and analyse the digital realm, has added the “big data and insights” generated by it presently powers “efficient media spends and content decisions” in a highly dynamic and growing television sector of India.

    With a panel that is currently being scaled up to 180,000 individuals, BARC India is also the largest measurement company of its kind in the world.