In an emotionally charged address at the AIDCF event on Monday, S.N. Sharma, President of the All India Digital Cable Federation (AIDCF), painted a stark picture of the challenges facing the Indian cable television industry, even as he reaffirmed its commitment to collaboration and adaptation.

Speaking at the launch of a significant report developed in partnership with Ernst & Young in New Delhi, the Sharma underscored the industry’s historical journey, its current struggles and a clear call for focused reforms from policymakers and regulators.

He began by expressing gratitude to Sanjiv Shankar, Additional Secretary & Financial Adviser at the Ministry of Consumer Affairs, Food & Public Distribution (and former Joint Secretary, MIB), for his consistent support and motivational words.

He acknowledged that while the EY report, eloquently presented by Ashish Pherwani, Partner and Leader, Media & Entertainment EY India, covered much ground, he felt compelled to share additional thoughts from the industry’s unique perspective.

“Positive, negative, it’s a mix of all,” Sharma began, reflecting on a journey spanning 35 years. He recalled the industry’s humble beginnings, started by “smaller entrepreneurs in the streets,” initially unregulated and unorganized.

From those nascent stages, the industry gradually grew, adapting to technological advancements and evolving consumer demands, even managing complex situations like widespread “curfews” during ‘Ramayana’ and ‘Mahabharata’ broadcasts or handling crowds during live cricket matches.

Despite its evolution, the core identity of the cable industry, as a provider of “mass media entertainment” at “low pricing,” remains.

Sharma emphasized that at an average ARPU of Rs 150-300, India enjoys entertainment at a cost unparalleled globally. However, this affordability comes with significant challenges, leading to an “imbalance” in the ecosystem.

The report’s findings, highlighting a decline in pay TV subscribers, translate directly into severe consequences for livelihoods. “Do lakh logon ki naukri jaa chukki hai, yeh survey report kehte hai,” he stated, noting that including the closure of 900 MSOs and 72,000 cable TV operators in the last six years, the actual job losses could be as high as 3.5 lakh.

“These are not just statistics, these are stories of lost livelihood, which are impacting families and entrepreneurs,” he asserted, urging all stakeholders, including policymakers and regulators, to acknowledge this human cost.

The AIDCF President echoed Shankar’s message of collaboration, agreeing that it’s “not a zero-sum game” and that all stakeholders must unite to overcome challenges and adapt to change.

However, he stressed the critical need for “focused and serious reforms” from the ministry and regulator. He clarified that the cable industry is not against innovation or new technologies, stating, “Humein sirf parity chahiye.” (We need parity as an industry)

The core demand is a level playing field, where cable operators, who strictly adhere to tariff and programming codes, are not at a disadvantage compared to other platforms that “slip by” the regulations.

A significant point of contention raised was the continuous increase in channel prices and “force bundling” by broadcasters. He argued that this strategy hurts the price-sensitive Indian consumer and contributes to the decline in subscribers. Sharma President appealed to broadcasters, suggesting they “should play some positive role.”

He questioned the current investment in content for linear TV, lamenting, “Kyu nahi Ramayana Mahabharata jaisa content is linear TV pe aaj bann raha hai, hum toh sirf distribute kar rahe hain.” He implored broadcasters to reinvest in programming, as they primarily earn subscription revenue through the cable industry.

Concluding on a note of cautious optimism, the AIDCF President reiterated that the report, while documenting decline, is fundamentally “a call for serious reforms” and offers a roadmap for the future. He affirmed that AIDCF, remains positive and committed to finding solutions.

Sharma, urged “all the stakeholders, including broadcaster, regulator and our parent industry to bring practical reforms and support the cable industry to thrive further and further.”

He ended by emphasizing that the issue extends beyond the industry itself, impacting “10 lakh people whose livelihood are dependent on this industry,” and reaffirmed AIDCF’s openness to all collaborative solutions and dialogues for the growth of the industry and the entertainment of consumers.