NDTV India to become pay channel from 15 Sept
MUMBAI: Reversing its earlier decision, NDTV has decided to convert its free to air (FTA) channel NDTV India as a pay channel with effect from 15 September.
The channel will be priced at Rs 0.85 for addressable platforms. With NDTV India going pay, all four channels in the NDTV bouquet will be pay.
NDTV India, which is a Hindi news channel, had gone FTA with effect from 8 April 2016. Prior to that, the channel was a paid service priced at Rs 3.37 on addressable and direct-to-home (DTH) platforms.
“This is to inform viewers of NDTV that its channel NDTV India (Hindi language news channel) which is a free to air channel in India would be a pay channel across all platforms effective midnight of 15th September 2018,” NDTV said in a public notice.
NDTV India was following a trend in the market when it made the decision to go FTA. After NDTV India’s decision to go FTA, Zee News and News18 India (earlier IBN7) had also gone FTA in the same year.
With gains from the subscription side being minuscule, the Hindi news channels saw an opportunity to increase ad revenue by cashing in the viewership growth in rural HSM.
The BARC India’s reporting of rural viewership data and the growing reach of Doordarshan’s free DTH service Free Dish had acted as a catalyst in the process of Hindi news channels going FTA.
In FY17, NDTV’s subscription revenue stood at Rs 42.1 crore compared to Rs 42.5 crore in the previous fiscal. The subscription revenue comprised 11% of the company’s total revenue during the fiscal year.