Amid the controversy over channels running on multiple logical channel numbers (LCNs), India Today Television has put up a public announcement on air, stating that it is not running on more than one frequency on any of the distribution networks. This might be considered as a bold step in the right direction, considering that the duplication of channels on different locations is sometimes done by multi system operators (MSO)/ distribution platform operators (DPO) also and not necessarily by the broadcaster only.
India Today Television said in its disclaimer, “India Today TV is available on a single frequency only. Viewers please bring to our notice any instance of India Today TV being available on two separate frequencies on the same cable operator. This is a malpractice and does not have our consent.”
Discussions are ripe on whether or not legal action is required if a channel indulges in this practice, is it ethical to place itself on multiple channel numbers and much more. The issue opened up once again after the News Broadcasters’ Association (NBA) wrote to the Telecom Regulatory Authority of India (TRAI) about Republic TV running on dual locations.
Multi-feeds is a very common distribution tactic also used as a marketing technique by the channels, especially in the news genre, to promote themselves during launch and other important occasions such as budget and election.