MUMBAI: The Hinduja group owned multi system operator (MSO) INCableNet has based its entire conditional access system business model on the last mile operator (LMO). INCableNet officials also reiterated that the LMO will benefit from additional revenue streams in the post CAS scenario.
While speaking to indiantelevision.com, INCableNet COO Rajiv Vyas says: “We have already shared the drafts of our agreements with the distributors. The final draft will be finalised in close consultations with the distributors and LMOs. However, our efforts to introduce transparency into the MSO-LMO deals has reached a dead end because broadcasters haven’t declared their prices as yet.”
When questioned about commissions and incentives to be offered to the LMOs, Vyas offers: “First the broadcasters have to specify the prices of their individual pay channels and bouquets in writing rather than verbally talking about them. The deals involving the LMOs will depend on the seeding. The commissions will vary from channel to channel depending on the ‘push’ or ‘pull’ factor of the channel. It will be structured in such a way that the ground staff will be inclined to aggressively promote the pay channel and sell it to the viewers.”
When questioned whether LMOs will get an equal share of the commissions shared by broadcasters with MSOs, Vyas says: “Part of the revenues will be deployed into marketing efforts such as creation of value-added packages for the viewers. We have created consumer-friendly ‘product bouquets’ that will include a mix of STB rentals coupled with FTA and pay channels.”
It is expected that all the MSOs will take a short term hit to build a long-term base while deploying STBs in the households.
However, Vyas adds that the fall in revenues will be offset by other opportunities. “The possibilities are endless. Pay per view will be a great revenue stream. Initially, the PPV opportunities will revolve around movie releases, sports and special events – for instance a Falguni Pathak Navratri festival. One can even have capsuled channels – for instance, the ten best innings of Sachin Tendulkar amongst others. The LMOs will definitely get their share for promoting such offerings.”
INCableNet is advanced talks with channels such as MTV for their co-branded credit cards that will eventually be sold through the LMO route post CAS. “The bank will develop special coded forms that will be sold and the LMOs will get commissions if the prospects are converted,” Vyas says.
Vyas points out that the marketing of cable offerings will be ‘restricted’ to the extent of one’s imagination – but one needs to adapt them to the Indian context. “Game shows such as Housie could become a regular feature on certain channels. There is a distinct possibility that major sports events organisers might approach MSOs for one-off events.”
Summing up the discussions, Vyas says: “I would say that the post-CAS scenario will be exciting in terms of value driven offerings that help to enhance viewer experience. The idea is to create a WOW experience – raise the bar for service levels to such heights that the other service provider will find it difficult to upstage us.”
Tag: Vyas
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LMOs central to INCableNet’s CAS plan: Vyas
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15 more channels in INCablenet bouquet in Mumbai
MUMBAI: INCablenet is increasing the number of channels offered in its bouquet from 90 to 105 within a week.
The 15 new channels will include three music channels, a clutch of regional channels and a few cartoon channels, says Incablenet president Rajiv Vyas. The decision was taken following a random survey among Incable’s distributors to determine which channels would be more preferred by viewers, says Vyas. Incable’s fiber optic network in Mumbai was recently upgraded from 750 MHz capacity to 860 MHz, allowing it to add more channels to those being currently offered. “It’s essentially a value addition for our viewers,” says Vyas. Among the new channels being offered are music channels Zee Music and MCM and kids’ channel Nickelodeon.
While five channels have been added to the bouquet since Thursday, a few more are being added today. The additions, being carried out in a phased manner, are expected to be completed in a week’s time, according to Vyas.
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Qalam continuum – Vyas runs budding scriptwriters through their paces
In December 2001, Indian Television Media Information & Publishing (which runs the website http://www.indiantelevision.com) organised Qalam 2001 – a two-day scriptwriters forum and workshop – along with 14 renowned scriptwriters and producers. At the forum, the company made a commitment that it would shortlist promising attendees and continue to provide them with a training and interactive platform even after the two-day pioneering effort concluded.
The promise was kept on 23 February when the first of these sessions – under the Qalam umbrella – got off the ground at its office in the northern suburb of Andheri in Mumbai under the able guidance of veteran scriptwriter BM Vyas, who took a select bunch of them through the rudiments of scriptwriting.
“The writer should relate to the story,” said Vyas, who took out three hours of his time to give the lowdown to the wannabe scriptwriters. He spoke about scriptwriting starting from the concept to the actual shooting of the script.
He explained getting the right concept can lead to the story and from there on to the script. He also cautioned attendees about the points that should be kept in mind while writing. “Each scene should lead to the other and there should be an emotional growth in the story, which should be entertaining,” he explained.
At his wittiest best, he gave examples from daily life, making the process easy to understand. He even acknowledged the fact that if a writer has the airs of him being a writer he can never be a good and a successful writer.
Eight of the 14 (six were unable to come) selected writers – shortlisted by the jury consisting of Joyce Thierry, Rekha Nigam and Sandhya Divecha from the 70-odd scripts received during Qalam 2001 – attended the first of what is planned to be a series of weekend interactive training programmes over the next two months. The exercise is planned to culminate in scripts, which will be ready to be given to producers.
Star India executive & participant Gayathri Rajan said: “He (Vyas) is just amazing. The way he spoke was just great.”
Said Indian Television Media Information & Publishing CEO Anil Wanvari: “My vision is that all of them get a chance to write scripts which are translated into television work. At least two of them should go on to become scriptwriters the industry will treasure. We are trying to get other reputed writers to nurse the budding scriptwriters, apart from the speakers who helped make Qalam 2001 a success.”