SynopsisIndian households still prefer traditional TV for family viewing, news and sports, but there is rising frustration with complex billing and subscription costs. A recent study has highlighted dissatisfaction with the Network Capacity Fee. Consumers favour bundled channels for convenience and variety over individual selections. The current regulatory framework may benefit distribution platform operators more than consumers or broadcasters.TIL CreativesThe findings come at a time when India’s pay-TV industry is facing structural pressure from slowing subscriber growth and increasing migration toward digital streaming platforms.Indian television consumers continue to value traditional TV services despite the rise of streaming platforms, but dissatisfaction with pricing structures and regulatory interventions around channel packaging may be undermining consumer experience and broadcaster economics, according to a study by the Esya Centre.The report, “An Empirical Assessment of Regulatory Design and Consumer Experience in Indian Broadcasting”, argues that television remains deeply embedded in Indian households, particularly for family viewing, news and live sports. However, consumers increasingly associate frustration with billing complexity and subscription costs rather than content quality.A major flashpoint is the Network Capacity Fee (NCF) introduced under the telecom regulator’s tariff framework. The study found that consumers widely perceive the fee as an additional charge that has not translated into better service or improved viewing experience.The report also challenges a key assumption underpinning broadcast regulation that greater à la carte channel choice automatically enhances consumer welfare.Also read | South Indian cinema dominates OTT race, accounts for 60% of hit film acquisitions in 2025Instead, the study found that 96% of surveyed consumers preferred bundled channel bouquets over individual channel selection when prices were comparable, suggesting that convenience, variety and value remain stronger drivers of behaviour than customised channel selection.According to the report, bouquets continue to appeal because they cater to varied household tastes and facilitate content discovery.The findings come at a time when India’s pay-TV industry is facing structural pressure from slowing subscriber growth and increasing migration toward digital streaming platforms.The study further found that although consumers technically have greater channel selection flexibility under the current tariff regime, actual viewing choices remain heavily shaped by distribution platform operators (DPOs) through default packs, menus and interface design.Regional and niche broadcasters also face structural disadvantages under the current framework, the report said, as carriage fees and subscription-linked economics increase costs and reduce discoverability, potentially affecting content diversity.Also read | Bollywood’s influencer era: Producers prioritise reach, engagement and followersMore broadly, the report argues that the current regulatory architecture may be disproportionately benefiting DPOs, even as consumers continue to associate value primarily with broadcaster-led content.The Esya Centre study recommends a broader rethink of broadcasting regulation, including regulatory forbearance on pricing and packaging restrictions, unconditional must-carry obligations and the abolition of carriage fees.The study is based on a survey of 2,037 television-subscribing households across 15 Indian cities, conducted through in-person interviews in December 2025.According to the report, the sample was designed to capture variations across income groups, platform types and regional language preferences, while evaluating consumer behaviour, pricing perceptions, channel preferences and satisfaction with the existing tariff framework.Read More News on...moreless