[icernet] CAS Conundrum: Aaj Tak Channel To Remain Free-to-air

[Arul Selvan]

  TV Today Network has shelved plans to convert Aaj Tak into a pay 
channel, a decision taken in the backdrop of the uncertainty over the 
successful implementation of conditional access systems (CAS). 
Broadcasters fear that under the CAS regime, the penetration of most pay 
channels would drop dramatically. As consumers would directly have to 
pay for the channels they want to watch, they would tend to be highly 
selective. TV Today would focus entirely on increasing penetration and 
getting higher advertising revenues. For the English news channel 
Headlines Today, launched last Monday, TV Today Network plans to 
initially seed 2000 digital boxes. Headlines Today will have a 20-minute 
wheel, aimed at an urban English audience in the 18-34 age group. Aaj 
Tak, in contrast, has a 60-minute wheel and targets an audience between 
24-40 years. TV Today would end 2002-03 with a turnover of Rs 100 crore, 
as against Rs 65 crore in the previous year.

Source:
http://www.financialexpress.com/fe_full_story.php?content_id=31747