How TRAI’s Tariff Order Influenced Channel Subscription Behaviour

The Telecom Regulatory Authority of India mandated the implemen­tation of a new tariff order this year. A research report by YouGov Omnibus, which collected responses from 1020 respondents in India in March, analyses the impact of the migration on consumer TV viewing behaviour

• 92% of respondents were aware of the new tariff order, and 76% have already made alterations to their DTH subscriptions.
• 62% of residents in north India look at the change favourably.
• 32% residents from south India are not so optimistic.
• 52% of those who migrated went for à-la-carte channels, 24% kept all free channels whilst adding very few new ones, and rest bought bundle packs
• 37% Of those who will make the shift will go for à la carte.
• 31% will keep all free channels and add few new ones, and 32% will buy bundle packs
• 46% said they could switch operators since channel prices will be standardised
• 46% voted to make Star Value Pack the most popular pack;
• Zee Family Pack Hindi second-most popular with 32% votes
• Note: Data is representative of the adult online population―Business Standard