The Asia Video Industry Association (AVIA) at the World Audio Visual and Entertainment Summit on May 02 witnessed a compelling discussion on the evolving landscape of India’s linear and pay television sector.

Moderated by Kaushik Moitra of Bharucha & Partners, the session brought together industry stalwarts Vynsley Fernandes from Hinduja Global Solutions (HGS) and NXTDIGITAL to explore the strategies being adopted by linear pay TV networks and cable operators to navigate the waves of digital innovation, regulatory shifts, and the ever-changing preferences of Indian consumers.

This insightful report stems from the discussions held at the summit, where Fernandes laid out the proactive steps taken by his organizations to not only withstand the disruption but to also identify and capitalize on emerging opportunities. He highlighted the early foresight in recognizing the impending challenges for traditional cable services, emphasizing the critical decision to transform and prepare for the future. A key element of this transformation involved expanding their footprint beyond the conventional wired cities to reach the vast, underserved regions of India.

NXTDIGITAL‘s strategic move to launch its HITS (Headend-in-the-Sky) satellite service in 2015 was a game-changer, enabling them to deliver services to previously inaccessible areas like the Andaman and Nicobar Islands, and even to remote military posts in Kargil and Pulwama. This initiative now extends their reach to nearly 4,700 pin codes across the nation, demonstrating a commitment to connecting the unconnected.

The conversation also addressed the significant impact of the COVID-19 pandemic, which accelerated the adoption of OTT platforms and put pressure on traditional cable subscriptions. 1 In response, NXTDIGITAL strategically leveraged its existing broadband infrastructure, significantly expanding this arm of its business to become the fourth-largest private ISP in India, boasting over a million subscribers in more than 350 cities. This robust broadband network then became the backbone for innovative bundled offerings, combining digital television with high-speed internet and their own OTT aggregation platform, NXTPlay. This approach caters to the diverse needs of consumers across different regions, offering tailored content and essential connectivity.

Fernandes further emphasized the crucial role of their extensive network of 10,000 franchises. Recognizing the need to guide these grassroots partners through the complexities of the digital age, they launched the “NXT Sangram” program. This initiative focuses on educating and training local operators on new technologies like OTT, IPTV, and connected TV, empowering them to evolve from traditional cable providers to comprehensive digital service providers. He also underscored the Hinduja Group’s core philosophy of prioritizing partnerships for growth, emphasizing long-term collaborations with their network.

Kaushik Moitra provided a broader perspective on the industry, acknowledging the decline in linear TV households while also highlighting the continued significance of linear television in terms of advertising revenue and its massive viewership base. He proposed a future where a hybrid model prevails, integrating linear TV experiences within digital frameworks like IPTV and OTT. Moitra also touched upon the potential for public-private partnerships to further expand reach and deliver essential services to all corners of India.

The discussion also explored the potential of advertising and interactivity to enhance the user experience. The two-way communication enabled by broadband opens doors for innovative features like in-program shopping and targeted advertising. While acknowledging the advancements in digital advertising, both speakers recognized the established value and measurement systems of traditional television advertising.

In a reflective moment, Fernandes shared a key leadership lesson learned over his extensive career: the paramount importance of understanding the needs and insights of those at the grassroots level – the cable operators who directly connect with consumers. He emphasized that their on-the-ground knowledge is invaluable and should guide strategic decisions. The engaging discussion at the AVIA summit painted a picture of a resilient and adaptive linear TV industry in India, actively embracing digital innovation and strategic collaborations to navigate the evolving media landscape and continue serving its vast audience.