Distribution platforms including Direct-To-Home, Multi-System Operators and Local Cable Operators are forced to lose multi-TV consumers as it is no longer viable to offer discounts on secondary TV connections under the New Tariff Order.
In a price-sensitive country like India, changing economics can make the most indispensable of all tools dispensable; even among the seemingly affluent. This seems to be the case with TV, which hitherto has been a vital source of entertainment for Indian households.
With television bills escalating 30-70 percent after the New Tariff Order (NTO) was implemented in February, affluent households with multiple TV units are disconnecting their secondary connections and instead migrating to content-streaming apps on their TVs and mobile phones, underscoring how value-conscious Indian consumers are.
Cable TV bills rise
35-year-old Shivaji Park resident Rahul Gaggar says he is contemplating disconnecting the TV in his bedroom after his monthly bills rose from nearly Rs 900 to Rs 1200 under the new tariff regime.