AIDCF reaches out to advertisers; cautions them from advertising on Star, Zee and Sony 

Amid the ongoing tussle with broadcasters over NTO 3.0, cable operators' industry body All India Digital Cable Federation (AIDCF) Tuesday cautioned advertisers against running ads on Star, Zee and Sony channels.

AIDCF has challenged NTO 3.0 in Kerala High Court. Starting Monday, the court is hearing the matter and the arguments will continue on Wednesday.

The three broadcasters have deactivated signals of their channels to the Distribution Platform Operators (DPO) who have not signed the interconnection deal as per the provisions of the amended new tariff order (NTO 3.0) notified by the Telecom Regulatory Authority of India (TRAI). 

“The recent actions by Disney-Star, Sony and Zee have deprived more than 45 million households across India of watching their channels since Saturday, February 18, 2023. The 45 million homes account for nearly 35% of the pay TV market in India. Are you still getting the reach that you have paid for?” the federation said in a statement. 

The statement further read, “Your advertisements are not reaching more than 200 million consumers across all states and Union Territories in India for the past three days. More than 46 billion minutes of viewing time are being lost per day across India on the largest cable networks in India including GTPL, DEN, Hathway, Fastway, In Cable, NXT Digital, Asianet, KCCL, UCN and many more.” 

“These networks cater to large audiences in HSM as well as South with a dominant presence in Punjab/Haryana/Chandigarh/HP, UP/Uttarakhand, Gujarat, Rajasthan, Maharashtra, West Bengal/Odisha, Madhya Pradesh/Chhattisgarh, Bihar/Jharkhand, North-East, AP/Telangana, Karnataka, Kerala, Tamil Nadu, etc,” the statement added. 

“Take an informed decision when you advertise on any of the channels including Star Plus, Zee TV, Sony Entertainment, Sony Sab, Star Sports, Sony Sports, Star Gold, Sony Max, Zee Cinema, etc. These channels are not being viewed by more than 4,50,00,000 homes translating to more than 20,25,00,000 (20.25 crore) viewers. It is your right to ask for viewership when you’re paying for it,” the statement said.

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