Broadcaster blackout prevents ads from reaching over 200m consumers: AIDCF to advertisers
The cable operators' apex body informed advertisers that the signal blackout has purged 46 billion minutes of viewing time per day for the past three days
In its latest attack against broadcasters, the All India Digital Cable Federation (AIDCF) has warned advertisers against running their ads on channels owned by Star, Zee and Sony after the networks blacked out signals to various Multiple System Operators (MSOs).
Cable operators who were members of the AIDCF had refused to sign fresh agreements with broadcasters that would have led to an increase in channel prices.
The federation stated that the broadcasters’ decision to disconnect signals resulted in 45 million households being deprived of cable television. It also contended that the proposed increase in channel or bouquet pricing through NTO 3.0 is due to some large broadcasters “pushing their agenda to enrich themselves at the expense of poor customer.”
The broadcasters, on the other hand, accused AIDCF members of spreading false information and misleading subscribers.
In its warning to advertisers, the cable operators’ body said that the advertisements haven’t been reaching over 200 million consumers across states and union territories for the last three days. “More than 46 billion minutes of viewing time are being lost per day across the country on cable networks including GTPL, DEN, Hathway, Fastway, In Cable, NXT Digital, Asianet, KCCL, UCN and many more.”
The federation said that these networks cater to large audiences in Hindi-speaking and South markets with dominance in Punjab, Haryana, Chandigarh, Himachal Pradesh, Uttar Pradesh, Uttarakhand, Gujarat, Rajasthan, Maharashtra, West Bengal, Odisha, Madhya Pradesh, Chhattisgarh, Bihar, Jharkhand, North-East, Andhra Pradesh, Telangana, Karnataka, Kerala, Tamil Nadu, etc.
