Cable TV Digitization: Phase II

Excerpts of a Speech of Shri Uday Kumar Varma, Secretary, Ministry of I&B
during the Workshop for Nodal Officers for implementation of Phase II Digitization on 11th January, 2013 at Vigyan Bhavan

“…………out of the 4 cities planned for digitization in Phase I, the Ministry has successfully completed digitization in Delhi and Mumbai. In Kolkata there are some pending issues which, hopefully, will be resolved very soon. In Chennai, the matter is subjudice in Madras High Court. Nevertheless, in Delhi more than 46 lakhs Set Top Boxes have already been installed, while in Mumbai it is about 35 lakhs Boxes”.

“Phase I Cable TV digitization was perhaps the fastest and the smoothest ever. Many countries have taken several years to complete this exercise. However, the ministry was able to do it because of the deep commitment and involvement of all stakeholders. Meticulous planning and emphasis on details has taken us towards this success.”

“Digitization of Cable Television network would usher a new era in broadcasting as it would change the way television is being watched in India. It would certainly put India in the league of advanced countries which are already harvesting the benefits of digitization. Digital cable TV would bring a host of benefits for consumers like improved picture and sound quality, multiple choices of channels, internet, movies and games on demand and improved consumer services. State Governments and Government of India stand to gain significantly as transparency in the subscriber base through digitization would lead to multi fold increase in the tax collection.”

“The Ministry did not have a huge set up and hundreds of government officers working on this exercise. It just had 5-6 people as a core team in the Ministry, which was able to oversee that the entire process went on smoothly. While it got data from the industry regarding the Set Top Boxes etc., it carried out its own exercise of verifying the facts by visiting MSOs, Cable Operators and consumers. Ministry’s team visited every slum area in Delhi and met people directly to find out the issues involved in the digital massive awareness campaign. However with the help of our existing systems and procedures and utilizing Government resources as well as support of our partners, MIB created a first of its kind massive awareness among the people about the need for installation of Set Top Boxes. Our ‘Blackout Ads’ Scrolls, SMS Campaign, Radio Jingles, Cinema Slides, Bus-shelter advertisements etc. touched millions of people and reached every doorstep. The Call Centre set up by the Ministry received more than 5000 calls and was able to satisfactorily reply to the queries of people on Cable TV Digitization.”

“The Ministry also faced several challenges and low points. Many issues cropped up before us, which ministry had not anticipated. There were some negative press reports. However, by sitting together and getting deeper into the problem, the ministry was able to get answers. MIB worked closely with Cable Operators, MSOs, Broadcasters, Aggregators, Government Departments, State Government officials, people’s representatives and consumers to make the digitization dream a reality.”

“The Ministry has to do better in Phase II as it has lessons from the Phase I experience. The task is much more challenging and difficult in Phase II as now it will be dealing with 38 cities spread out in 15 States which speak 9 languages. Therefore, communication strategy, data collection and planning has to be much more meticulous and detailed.”

“We have to anticipate challenges that would come along way and prepare ourselves now itself to face them. The first and the foremost task is to ensure that the consumer or the resident of your city gets the best out of digitization and that is going to be possible only when you make intensive field visits, go to every area in your city especially to low income groups and look at the issues and challenges.”

“Phase II cities would need one 1.60 crores Boxes as per the data obtained from Census. This includes the total number of TVs and 20% provision for multiple TVs and commercial establishments. I am told that as per the data provided by the stakeholders, almost 40% of the task has been already achieved, i.e., approximately 60 lakhs Boxes have already been installed in 38 cities. Now we need to ensure that the balance task is completed on time.”

“The Ministry would urge all stakeholders to work together and ensure that issues concerning signing of Agreements, revenue sharing arrangements, setting up of CAS and SMS system with addressability etc. are sorted out now itself for ensuring smooth transition.”