The 20th edition of the Chetna Yatra began its nationwide journey on September 5, 2024, from Delhi. The flag-off ceremony was led by S.N. Sharma, CEO of Den Networks, and, on the next morning, by prominent Delhi cable operators, including Madan Khurana.

Partnered with Zee News as the media sponsor, this year’s Yatra is themed ‘सकारात्मक जाग्रति’ (Positive Awakening) and aims to uplift and inspire local cable operators (LCOs) across India under the slogan ‘जागो LCO जागो’ (Awaken LCOs)..

India stands as the second-largest subscription television market in the Asia-Pacific, and the Chetna Yatra underscores the vital role of LCOs in the evolving media landscape. Covering over 400 cities and 20,000 kilometers in 45 nights, the Yatra will spread its message of unity, awareness, and growth, returning to Delhi on October 20, 2024.

 

Since its inception in 2005 by Dr. A.K. Rastogi, the ‘Chetna Yatra’ has become a key platform for promoting the interests and development of the broadcasting and CATV industries. This year, the Yatra will travel through key cities, including Ludhiana, Jammu, Shimla, Kolkata, Chennai, Mumbai, Ahmedabad, Ujjain, and Raipur, engaging with nationwide stakeholders.

The 2024 Yatra focuses on educating LCOs about the latest MIB guidelines, raising awareness on consumer rights, GST, and policy matters, promoting value-added services, and encouraging collaboration among MSOs, LCOs, and policymakers. The Yatra will also launch a new campaign to highlight the impact of digital devices on children’s health.

 

As the 20th Chetna Yatra rolls across the country, it continues to be a movement that inspires, connects, and empowers the stakeholders of India’s media industry, fostering a more informed and connected digital India.