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OTT Boom Spells Doom For DTH Players
The Over-The-Top (OTT) platforms may not have set the cash registers on fire but they sure are gaining traction at the expense of direct to home (DTH) operators. According to latest figures by TRAI, DTH subscriber base has shrunk from 68.52 million to 66.92 million in the last quarter ended March 31, 2022. In fact, the DTH numbers have not been looking good since 2020, when the overall subscribers were 100 million. This dropped to 70.99 million in 2021. The OTTs made their entry in the Indian market in 2019 with Netflix leading the way followed by Amazon Prime. Indian players like Zee5, ALT Balaji, Sony Liv, Voot, Jio Cinema and Disney-Hotstar have cornered 102 million subscribers. This is expected to double to 224 million by 2026. Among the DTH players. Tata Play continues to be the market leader with a share of 33.23 % down from 33.48 %. Bharati Telemedia, ranked second, saw its share drop from 26.36 % to 26.24%. Only two players recorded gains — Dish TV from 22.04% to 22.10 % and Sun Direct from 18.11 % to 18. 43%. Reliance Big TV DTH seems to be nowhere in the picture. The OTTs have also hit satellite channels with many big players like Star, Zee, Sony Colors etc reducing the number of channels in their bouquet, especially in English language.

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Editor’s Note: Short Post Is Here To Stay…

Time, they say, flies—and how true that is. Here we are celebrating our 5th Anniversary. Five years ago, when Covid-19 was wreaking havoc across the globe, I took a leap of faith and launched Short Post, India’s first website for Authentic Gossip. That was on January 31, 2021. I was convinced there was a clear gap in the market for gossip that was credible, sharp, and impactful—especially if told in just 250 words.

In this, I was fortunate. Scores of senior editors across diverse verticals bought into the idea and, in the process, gave wings to my dream. Quite honestly, Short Post could not have crossed these milestones without the unflinching support of its contributing editors. Like all start-ups, we have seen our share of ups and downs, but these editors have stood by us like a rock. I take this opportunity to doff my hat to them.

Thanks to their commitment, we have published close to 5,000 stories spanning politics, business, entertainment, and sports. I say this with pride: we made our mark as people who matter read us. “Small packs, big impact” truly captures the essence of Short Post.

We all know that Covid-19 has reset businesses worldwide, and the media sector is no exception. In the post-Covid era, investors have become more cautious and selective—and advertisers too. To compound matters, the entry of AI has disrupted the media landscape in equal measure. So far, we have managed to hold our ground, hopeful that some angel investors will take a shine to us.

What gives me confidence is this: AI cannot smell news—especially the gossipy kind. In other words, AI cannot churn out Short Post-type stories, no matter the prompt. That puts us in a safe zone. As someone rightly said, “AI is a co-pilot, not a pilot.”