![]() ![]() Increasing prices is not a decision filled without serious pitfalls, though. While GEC, movie, sports, and kids genres will manage to get their share, niche genres, even Non-GECs might find the going even tougher. ![]() The pay-TV industry is already grappling with the migration of subscribers to OTT and DD Free Dish at the upper and lower end of the funnel, respectively, and NTO 2.0 will likely accelerate that churn.īadly hit by NTO 1.0, niche channels now have no place to hide as the subscription wallet gets redistributed owing to the increase in prices of popular channels. And that runs in the face of TRAI's stated objectives of easing consumers' pain.Īnd considering the plethora of options available before the viewer today, the pay-TV industry will also have a difficult time stopping the migration of customers to other platforms.Īs many channel packages become costlier than annual OTT subscriptions packs, the dice could gradually get loaded in favour of OTTs. NTO 2.0, whenever it gets implemented (TRAI has hinted at giving an extension to the industry), will force consumers to pay significantly more than what they have been paying so far. ![]()
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