Ahead of December 29, the day when TRAI’s new tariff regime will need to be implemented, broadcasters have started announcing the tariff plans of their respective channels across regions to educate consumers about the regulation that empowers them to pay only for what they choose. Star India launched its new campaign on December 15, offering the Star Value Pack at Rs 49 in Hindi. Sanjay Gupta, Managing Director, Star India tells us more…
STAR’S STRATEGY: Our strategy is to deliver great value to consumers. Every consumer feels that sports channels come at a higher price. Earlier, the sports pack was priced around Rs 100-200 but we want to make sure every kid has access to sports channels in this country. All this will now come in the Rs 49 pack in Hindi.
WHAT TO EXPECT FROM THE NEW TARIFF: The biggest change that this tariff order brings is transparency to the system of how content is created to how it is bought. For the first time, content and the way it gets sold will be very similar, and this represents great value from the consumer’s point of view.
ACING THE CONTENT GAME: Consumers will now have the choice to decide. The lesser performing channels will not be forced on consumers without their consent. If the channels are powerful, the consumer will buy them; but the real question is whether the content on those channels is powerful enough. This will up the performance and content offerings of the industry.