TRAI to pass guidelines on landing page too?

07 Jun,2017

By A Correspondent

 

The Telecom Regulatory Authority of India is understood to be actively considering further regulation of broadcast distribution by banning the use of landing pages on distribution platforms.

According to information received by MxMIndia, some intra-industry complaints have precipitated this action.

While MxMndia has received a few  records of landing pages used by channels to boost viewership, since we haven’t been able to verify these via independent or multiple sources, we will not publish themor even name the broadcasters who have been using this landing pages.

But suffice to say that if the information on the landing pages that was shared with us is true, then the Week 22 data that is scheduled to be out tomorrow (Thu, June 8) will definitely see a skew towards whoever has managed to spend more on landing pages and/or continues to maintain multiple LCNs.

While as a stated policy, MxMIndia believes that governments and regulators must not be pulled into policy-making for what can be governed by industry bodies and self-regulators, in the case of news broadcasters, there has been a sentiment that only the presence of a government or quasi-government body like TRAI can bring order to the house.

The landing page guidelines are expected to be brought to force with immediate effect, and while the onus will continue to be on cable and DTH operators, channels could also be made responsible.

 

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