Anchor | One Big Idea by Anuj Gandhi: Cash accountability a must for digitization to be successful

16 Jan,2013

By Anuj Gandhi, Group CEO, IndiaCast

 

For me, the One Big Idea would be to make sure that digitization is a big success story. An even bigger challenge would be to ensure that the cash collected from homes reaches the MSOs. While there is enough talk about complete digitization being achieved across metros, the reality is that the bill has to reach homes and the agent who used to earlier pocket the money will now have to start maintaining party-by-party ledger accounts. So the challenge is, how do we as an industry ensure that in the next two months each household is accounted for in this country, at least in the metros?

 

It’s a rather daunting task but it is not impossible. We have to remember that whatever is going to happen across the four metros is going to happen in the rest of the country. So people will question issues and answers will have to be given.

 

While cash accountability will ensure that digitization is a smooth affair, it will also ensure that the ARPU corollary is taken care of. The industry will not be able to sustain at current ARPU levels and demand quality programming, channels etc if they do not get a fair share across the board. This could be true for niche channels or mass channels or even news channels.

 

It is up to the industry to drive this forward and see that ARPUs stack up sufficiently.

 

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