Dual LCNs issue continues despite TRAI directive to MSOs

The broadcast industry had heaved a collective sigh of relief when the Telecom Regulatory of India (TRAI) issued a directive to Multi System Operators (MSOs) to ensure that all the channels falling in a particular genre appear in its network’s Electronic Programme Guide (EPG) under that genre. Welcoming TRAI’s directive, the News Broadcasters Association (NBA) applauded the regulator “for taking swift measures to stop malpractices”. 

However, the issue of dual LCNs has raised its head again with the deals that broadcasters have allegedly been making with MSOs for placement as landing channel at a premium cost. Landing channel deals are not a new phenomenon as GECs and news channels have been using them either as a marketing ploy or a strategy to boost their viewership. 

A landing channel deal ensures that the channel will be the first one that subscribers of a particular MSO or DTH operator will get to watch when they switch on their TV sets as the control lies with the MSO or DTH operator, thus giving additional viewership to that particular channel. 

TRAI’s directive to MSOs in the dual LCNs issue currently doesn’t mention landing/ barker/ home channel deals. However, in light of allegations being made against certain channels of using landing channel deals to boost their viewership and reach, the regulator could soon issue directives in this regard and ensure compliance from all parties involved. 

All eyes are now on the BARC data for Week 22, which will be released tomorrow (June 8, 2017) and a clearer picture will emerge as to what extent use of dual LCNs are impacting viewership ratings.