As the deadline for mandatory switchover to digital set-top boxes in Delhi, Mumbai, Chennai and Kolkata nears, multi-system operators (MSOs) are stepping in to prod consumers to make up their minds faster by switching off the analogue signals of some channels.
The first-phase deadline is October 31.
Analogue signals of English movie channels were switched off from October 10, while from Monday, signals for Hindi movie channels were switched off in the four metros. From Thursday, English and business news channels are expected to be switched off. Hindi general entertainment channels will be switched off from October 22, before the planned complete blackout by October 31.
Some key national MSOs that are part of the MSO Alliance, which includes, DEN, InCablenet, Hathway and Wire and Wireless India (also known as Siticable), are collaborating on this with the broadcasters and the Ministry of Information and Broadcasting.
DEN Networks CEO S.N. Sharma said, “It was decided in collaboration with broadcasters that instead of pulling the plug on analogue signals on the final day, the phase-wise switch off of analogue signals of television channels will encourage the consumer to get a set-top box before the deadline. It will also help avoid creating confusion and chaos among consumers.” He added that the company has increased staff at its customer centre to cope with higher demand.
Essel Group President (Legal and Regulatory Affairs) Avnindra Mohan added, “Key players switched off analogue signals of general entertainment channels on October 12 for two hours and continuing to do planned complete switch off of other popular channels. The consumer awareness has increased because of the phase-wise switching off of analogue signals and will lead to a seamless transition towards digital addressable system.” The Essel Group owns Siticable.
‘Cannot switch off’
However, not all independent players have started switching off analogue signals yet.
Atul B. Saraf, Chairman and Managing Director, ABS Entertainment, that runs independent cable services called Seven Star Cable in Mumbai, said, “Not all players have started switching off analogue signals yet, as we are still in the process of finalising commercial agreements with broadcasters.” He added that the boxes are still being deployed.
Cable Operators Federation of India President Roop Sharma said that operators cannot switch off signals before deadlines, as the consumers have not been informed.