In the latest issue of India Intelligence & Insights, we look at how India’s TV ad market is coping with the fallout from a new pricing regime for pay-TV.

Cable and DTH operators are finding it difficult to implement the latest rules, which came into force at the start of this month, resulting in a ratings blackout and many channels temporarily going off air.

Audiences and ad spend have declined a result, with approximately 60% of DTH subs and 30% of digital cable subs yet to crossover to the new system.

The new regulatory decree – which gives Indian households more freedom over which channels they receive and pay for – will also have an enduring market impact, as broadcasters revise their sales and distribution strategies. 

HIGHLIGHTS

• Implementation of new tariff order hurts TV ad market, primarily niche channels
• FTA ad revenues will nose-dive as leading broadcast networks pull out from Freedish
• Elections and cricket will help drive TV ad growth to 9% in 2019
• Online video will gain share from niche TV genres