Guest Times: PPV on digital cable poised to be biggest wave with DAS

Courtesy: www.bestmediainfo.com

Significant subscription revenues will be driven by VAS which will push subscription revenues over Rs 6 trillion crore with PPV. DAS has thrown up multiple challenges around the last mile and the mother of all challenges has been acclimatisation of LCOs

Ashish Kaul | Mumbai | September 18, 2014

The in-market subscription revenue for C&S market is likely to cross Rs 6 trillion crore by the end of the next financial year. Digitisation is going to change the subscription revenue model forever with industry entering a quasi-consumer domain for the first time since its debut in the Indian market since the first Gulf War over 20 years ago.

The subscription revenue landscape has radically changed and will continue to do so at least for next 24 months amidst serious challenges from rival DTH brethren. The industry is undergoing a metamorphosis on various fronts. The first step is to accept that the business has shifted to the consumer domain and driven entirely by consumer marketing benchmarks. The digitization has opened a whole new world of subscription revenue opportunities that didn't exist before, thus creating a win-win situation for LCOs, MSOs and Broadcasters together. The industry is on a precipice and it can either emerge as the largest consumer services and VAS driven as the largest VAS subscription revenue aggregator in the world or lose out to DTH. The industry size is expected to touch Rs 120 million C&S consumers by the end of 2015-16.

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