Afaqs: Asianet and Asianet Plus became paid channels in Kerala this year. Prior to them it was Sun Network’s free – to air (FTA) channels, Kiran TV and Surya TV, went paid.
From April 12th Asianet will come for Rs 13.50 and Asia Net plus will come for Rs 7.50 making the package for Rs 15 per month.
Asianet is part of a joint venture between Star Jupiter Entertainment Television and STAR India. As a FTA (free-to-air) channel, Asianet managed its own distribution earlier. The two channels are now being distributed by STAR Den.
Gurjeev Singh Kapoor, CEO, STAR Den Media Services, says, “Kerala was the only state in the South to be providing FTA channels; whereas all the prominent players of the southern market had gone paid in the rest of South India. Now, the important players are turning their attention to this market, as subscription is an important way of making money for the channels.”
According to Kapoor, no significant shift is expected in the viewership of Asianet and Asianet Plus as a result of the development. “Asianet reaches more than 4 million cable and satellite homes in Kerala; and this shift won’t make any difference,” he says.
Jagdish Kumar, president – South, STAR India says, “The volatility of ad revenues during the past year has clearly shown that TV broadcasters cannot rely solely on a single stream of revenues. They have to diversify their portfolios to de-risk their businesses. The Kerala market will be benefited by the additional opportunities presented by this initiative. This will encourage digitisation and trigger a wave of innovation and creativity in content development.”
He adds, “As per the NRS data, the penetration of satellite TV in Kerala is around 70 per cent. Digitisation and consumerism in Kerala will drive growth at double-digit rates.”