Cord-Cutting Revolution: Partho Dasgupta Explores Traditional Cable TV Shift
Ritu Sharma
Cable TV was once the heart of Indian households, with families gathering to watch shows together. From cartoons for kids to news for elders and cult programs like Ramayan, it shaped cultural moments. Today, the audience has shifted to streaming platforms, where comfort and choice define entertainment. Partho Dasgupta explains why this change challenges cable TV.
The competition for cable TV intensified with the arrival of DTH services, fiber optics, and OTT platforms. Regulations added further pressure, making it harder for cable operators to stay profitable. Partho Dasgupta observes that OTT services have completely transformed convenience and accessibility, leaving cable behind.
The numbers reveal the crisis clearly. In 2010, cable TV earned Rs 27,000 crore in subscriptions, but today it makes around Rs 13,000 crore. This sharp drop reflects a dramatic change in consumer habits. Partho Dasgupta stresses that unless cable reinvents itself, the decline may continue.
The struggle began when set-top boxes were made mandatory and worsened with TRAI’s New Tariff Order in 2019. Channel selections became confusing, and costs went up, pushing people toward OTT. Partho Dasgupta believes cable must now focus on flexible pricing and customer-friendly choices to survive.
Looking ahead, technology can help cable operators revive their relevance. Features like HD and 4K content, interactive guides, and user-friendly apps are vital. Partho Dasgupta suggests partnering with OTT platforms could create hybrid models, ensuring cable TV adapts to India’s fast-evolving media world.
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