NTO 2.0 effect: Zee and Viacom18 also increase MRPs of their flagship channels

India’s two of the largest broadcasters Zee Entertainment and Viacom18 have increased the MRPs of their flagship channels by 20-30% offering them only on an a-la-carte basis.

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The broadcasters published their Reference Intercontent Offers in line with the letter written by the Telecom Regulatory Authority of India asking all the broadcasters to submit reports for complying with NTO 2.0. TRAI wrote to all the broadcasters last week after the latter failed to secure a stay from Supreme Court on Bombay High Court’s order on NTO 2.0.

The Supreme Court will pronounce its order on broadcasters’ special leave petition on November 30, 2021.

Viacom18’s driver channels Colors and Colors Kannada are priced at Rs 21 and Rs 23 for their SD and HD versions, respectively.

Zee’s flagship channel Zee TV is priced at Rs 22 while the costliest channels are Zee Marathi and Zee Bangla available at an MRP of Rs 25.

Speaking about the new channel pricing, Rahul Johri, President – Business, South Asia, Zee Entertainment Enterprises Ltd, said, “ZEEL’s unparalleled success is an outcome of its strong bond with viewers spread across India and the deep relationship it has built with the entire stakeholder community. These extraordinary partnerships have led to our leadership across multiple markets for nearly three decades. We will continue to create value for the entire ecosystem by presenting the most entertaining and highest quality content, enriching national and regional channels and through innovative solutions for revenue monetization. We are confident that post implementation of NTO 2.0, ZEE channels will continue their growth momentum across markets and create higher value for the company.”

Atul Das, Chief Revenue Officer – Affiliate Sales, said, “At ZEEL, we are committed to providing the best entertainment to our consumers. The new pricing regime in 2019 brought in a major shift in the way television was consumed in India. On one hand, it brought in transparency about MRP of channels, while on the other hand it offered freedom to consumers to select channels they wish to watch. With NTO 2.0, consumers will get even more flexibility in selection of channels. We will continue to provide multiple bouquets to consumers across the country at different price points. Premium English channels like Zee Café and &flix will continue to be available in a separate bouquet. Each bouquet constitutes a mix of channels, including GEC, movies, news, music and lifestyle genres. We look forward to working with our Distribution Platform Operators (DPO) partners for a smooth transition.”

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