Embracing TV – The evolution, integration, and opportunities for ISPs

The Indian cable TV dynamics are undergoing a significant shift from a box-driven system to logical connectivity on apps. This transition is being fueled by the rapid adoption of internet-based television and the emergence of artificial intelligence (AI), which is set to transform the viewing experience of linear TV on the internet.

With the explosion of over-the-top (OTT) content, traditional cable TV providers are facing a challenge to stay relevant and effective. However, the rise of logical connectivity on apps and AI presents new opportunities for the industry. This revolution has the potential to breathe a new life into linear TV, which is currently overshadowed by the OTT explosion.

As the dynamics of Indian cable TV change, this transformation has the potential to benefit Internet Service Providers (ISPs) who are struggling to control churn by only providing the internet as a commodity.

By incorporating linear TV services into their offerings, ISPs can add value to their business operations in various ways. Not only does it present an opportunity to generate additional revenue, but it also enhances customer stickiness, as it provides a comprehensive and integrated television viewing experience for subscribers.

The question arises: are ISP infrastructures prepared for the influx of video content that requires a high infrastructure upgrade and the capacity to cater to huge bandwidth demands?

With the rapid advancement of technology, the demand for high-resolution video content has increased significantly, leading to the widespread adoption of HD, Ultra HD, 4k, and 8k video formats. However, these high-definition videos are bandwidth-hungry and, when combined with the reliance on Wi-Fi at home using legacy 802.11ac connectivity, can result in a less than optimal user experience.

Real-time video transmission and changes in viewing quality due to bandwidth limitations or other factors can impact the overall user experience. This raises the question of whether internet service providers (ISPs) are ready for the transformation to Wi-Fi 6, and how this will change user dynamics in terms of reliable content watching.

Upgrading fiber-to-the-home (FTTH) networks to next-generation passive optical networks (PON) and backhaul networks capability in terabits is also crucial to meet the growing demands of consumers.

Furthermore, there has been a loss of consumer confidence in contacting call centers, leading to an increased preference for changing service providers rather than seeking assistance. In response, proactive interaction has become mandatory, with the invention of AI-driven chatbots that track the performance of each consumer in real time to ensure customer happiness and confidence within the service provider.

In conclusion, it is evident that in order for ISPs to maintain their competitiveness in the market, they must prioritize the adoption of new and innovative services, particularly in the realm of video content. This will not only diversify their offerings, but also appeal to the evolving needs and preferences of their customer base. Additionally, investing in infrastructure upgrades is crucial to ensure that the quality of these new services meets and exceeds customer expectations. Ultimately, by focusing on these key areas, ISPs can secure customer loyalty and retention, thereby solidifying their position in the market.