While TV advertising has really benefited from the country’s economic growth within the last few years, it now seems to be the turn of TV subscription to take off in a big way with the advent of new access technologies. Whether it’s the digitization of cable TV services, the introduction of conditional access system (CAS), or IPTV and DTH, investments are pouring in for the creation of new infrastructure and the existing one’s upgrade. There is an ample evidence of India earnestly pushing for an image makeover in the TV broadcasting industry. Concerns remain, related to regulation in the wake of digital convergence; restrictions on pricing under CAS; or the subject of rights exclusivity within DTH. But India has embraced new technologies with open arms to chart a revolutionary course. The challenge to the existing analogue TV broadcasting system might not yet be a telling one, but new service providers are growing apace. And some of the companies do not refrain from sharing bullish sentiments.