New Delhi – Industry leaders at CASBAA’s ‘Addressable India 2010’ meeting have united to urge the government to move rapidly towards the addressable digitalisation of India’s pay-TV industry. Spearheaded by the Indian Broadcasting Foundation (IBF), MSO Alliance, News Broadcasters Association (NBA), DTH Association of India, IPTV India Forum, Cable Operators Federation of India (COFI) and CASBAA, the seven leading pay-TV Associations, representing 90% of India’s television market, agreed on the need to create an environment that will stimulate investment – beneficial not only for industry stakeholders but for the government and consumers as well. “This was the first time the industry has genuinely come together on a public platform and openly debated the most urgent issues facing our industry,” said Simon Twiston Davies, CEO of CASBAA. J S Sarma, Chairman of the Telecom Regulatory Authority of India, followed by Raghu Menon, the Secretary of the Ministry of Information and Broadcasting opened the conference. Industry leaders have pronounced differences in views in particular about revenue flows. Sarma observed that the TRAI had noticed that each level of the industry (content suppliers, MSOs, last-mile operators) believed it was being “robbed of its fair share,” and suggested that transparency brought by digitalisation would help reconcile what he called “competing and therefore conflicting interests.” Meanwhile, Raghu Menon, Secretary of the Ministry of Information and Broadcasting, was more cautious. He observed that the Government was planning to complete digitalisation of the Prasar Bharati terrestrial network by 2017 and suggested that might be a more reasonable timeframe for full cable digitalisation as well. “This is a complex exercise and we need to be practical,” said Menon who added that his Ministry would consider other reforms, including pressing for changes in foreign investment caps, as proposed by TRAI. “The most encouraging aspect of the meeting was the degree of consensus. Speakers from all sectors concurred that full digitalisation needs to come to India – and quickly. Where there is a real divergence of views is on the role of government – whether it needs to provide a guiding hand, or just reduce controls and get out of the way,” said Twiston Davies. All participants agreed that addressable digitalisation, including broadband deployments, will enhance transparency, ensuring revenue flows, providing the basis for greater consumer choice, increasing the attractiveness of television to advertisers, and enhancing the government’s ability to collect taxes. TRAI Chairman Sarma declared himself to be “a man in a hurry” and urged action in a “not very long” timeframe. “If we decide what is good for us,” said Sarma, “we should do it.” But maintenance of rigid price controls and “commodity” content rules remain significant hurdles to industry development,” added Twiston Davies.