India’s media landscape is changing rapidly. Digital platforms continue to attract growing audiences, Connected TV adoption is accelerating, and advertisers increasingly demand measurable outcomes rather than mass exposure. Yet amid this transformation, one powerful communication platform remains significantly underutilised — platform services (PS) channels operated by multi system operators (MSOs).

The discussion around PS has largely focused on regulatory compliance. However, their real significance lies elsewhere. Platform services have the potential to transform India’s cable television networks from content distribution platforms into hyper-local media ecosystems that connect communities, businesses and governments more effectively than any national medium can.

The opportunity is substantial. According to the latest FICCI-EY Media & Entertainment Report, India’s media and entertainment industry reached Rs.2.78 trillion in 2025, growing by 9 percent, while advertising expenditure increased by 13 percent to approximately Rs.1.5 trillion. The industry is expected to cross Rs,3.3 trillion by 2028.

Although digital media now attracts the largest share of advertising, India is increasingly becoming an “AND market,” where television, connected TV, digital media and local platforms coexist rather than replace one another.

For PS, this changing ecosystem presents an opportunity that extends far beyond local television.

From Local Channels to Local Media Ecosystems

Unlike national broadcasters or digital platforms, MSOs possess an advantage that cannot easily be replicated— their deep-rooted presence within local communities.

Operating extensive last-mile cable networks, MSOs understand neighbourhoods, towns and districts at a granular level. They maintain long-standing relationships with subscribers, local businesses, institutions and civic bodies. This proximity enables them to create highly relevant local content while offering advertisers direct access to precisely defined geographic audiences.

Rather than functioning merely as local television channels, PS can evolve into community media platforms delivering local news, cultural events, educational information, healthcare awareness, employment opportunities, civic announcements, agricultural updates and emergency communications.

As audiences increasingly seek information that directly affects their daily lives, hyper-local relevance becomes a significant competitive advantage.

 Regulatory Clarity Creates Strong Foundation

The Ministry of Information & Broadcasting’s Platform Services Guidelines, introduced in 2022, provided the sector with long-awaited regulatory recognition.

For the first time, Platform Services received a structured framework governing registration, operations and content compliance. The guidelines created greater transparency while reinforcing adherence to Programme and Advertising Codes.

Although implementation is still evolving, the regulatory framework is gradually transforming an unorganised ecosystem into a professionally managed broadcasting segment.

As enforcement strengthens, unregistered local channels are expected to reduce significantly, allowing compliant Platform Services channels to consolidate viewership and improve advertiser confidence.

This transition benefits every stakeholder. Subscribers gain access to trusted local content. Advertisers obtain a safer and more credible advertising environment. MSOs develop sustainable long-term business models built on compliance and professionalism.

Hyper-Local Advertising: Growing Market Opportunity

India’s advertising market continues to expand rapidly. The FICCI-EY report notes that advertising now contributes nearly 0.41 percent of India’s GDP, reflecting its growing importance to the broader economy.

Yet much of this spending remains concentrated on national television and digital platforms.

Thousands of local advertisers, including hospitals, educational institutions, automobile dealers, retailers, real estate developers, tourism businesses, financial institutions and SMEs – often find national campaigns too expensive and digital campaigns too fragmented.

Platform Services address this gap by enabling advertisers to communicate directly with consumers within specific districts, towns or neighbourhoods.

However, future growth will require moving beyond conventional spot advertising.

MSOs can offer integrated marketing solutions that combine television exposure with on-ground engagement, including:

• Community campaigns and branded local programmes
• Health camps and educational outreach
• Product launches and demonstrations
• Local festivals and cultural sponsorships
• Television-broadband bundled promotional campaigns

Such integrated campaigns provide advertisers with stronger community engagement while creating premium revenue opportunities for Platform Services operators.

Industry Collaborations Can Unlock Scale

One limitation of platform services today is fragmentation. Individual channels enjoy strong local presence, but many advertisers require regional or statewide campaigns.

A collaborative advertising network involving multiple MSOs could solve this challenge.

A unified PS advertising platform would allow advertisers to launch campaigns across multiple districts through a single buying interface while maintaining local relevance.

Such collaboration would provide:

• Broader geographic reach
• Simplified media planning
• Greater campaign efficiency
• Improved inventory utilisation
• Higher advertising revenues for participating MSOs

Collective scale would allow platform services to compete more effectively with larger media platforms.

Building Advertiser Confidence Via Audience Data

No advertising ecosystem can grow sustainably without reliable audience measurement or audience data.

While television audience measurement in India has traditionally focused on national and regional broadcasters, Platform Services require dedicated frameworks that capture hyper-local viewership and engagement.

The recent collaboration between BARC India and Nielsen on cross-media audience measurement reflects the industry’s broader movement towards integrated measurement across television and digital platforms.

The platform services industry should similarly establish mechanisms to do the following:

• Conduct periodic audience research
• Measure local reach and engagement
• Publish advertising effectiveness studies
• Develop common industry metrics

Reliable data would significantly improve advertiser confidence and facilitate participation by larger media agencies.

 Government Communication: An Untapped Opportunity

One of the most promising opportunities lies in government communication.

Every year, the Central and State Governments invest significantly in public awareness campaigns covering healthcare, education, agriculture, sanitation, financial inclusion, digital literacy and citizen welfare.

Yet reaching citizens effectively at the district and village level remains a persistent challenge.

Platform services channels can bridge this gap by delivering government information in regional languages through locally relevant formats.

Empanelment of eligible PS channels with the Central Bureau of Communication (CBC), an unit of the MIB, would create a structured framework for carrying government advertisements and public awareness campaigns.

Similarly, State Governments, public sector undertakings and local authorities can leverage platform services for district-specific communication initiatives, emergency announcements and citizen engagement programmes.

A dedicated policy encouraging a defined allocation of government advertising to empanelled Platform Services channels would strengthen both public communication and the financial sustainability of local broadcasting.

More Than Television

The future of platform services extends beyond broadcasting. MSOs already operate extensive broadband infrastructure alongside cable television networks.

By integrating television, broadband and community engagement, platform services can become comprehensive local communication platforms supporting Digital India at the grassroots level.

Their strength lies not in competing directly with OTT platforms but in delivering something digital platforms often cannot: trusted, community-driven local relevance.

The Road Ahead

The success of platform services will ultimately depend on content quality, professional operations and collaborative industry development.

The regulatory framework has established the foundation. The next phase requires stronger implementation, audience measurement, advertiser participation and policy support.

With deep community relationships, extensive last-mile connectivity and unmatched local market knowledge, MSOs are uniquely positioned to create sustainable hyper-local media ecosystems.

In an era where media consumption is increasingly fragmented, local relevance has become a strategic advantage.

Platform services are, therefore, not simply another category of television channels. They represent an opportunity to build trusted community platforms that support businesses, strengthen public communication, improve citizen engagement and create new revenue models for India’s cable television industry.

If nurtured through effective regulation, industry collaboration and government support, platform services can evolve from local content channels into one of India’s most influential hyper-local media platforms.

 (The author is GM-Content & Legal at Asianet Satellite Communications Ltd. Views expressed are personal and intended to encourage discussion on the future of platform services in India. They do not necessarily represent the official position of the author’s employer or the Indianbroadcastingworld.com. All references to laws, policies, and guidelines are based on publicly available information available at the time of writing.)