India's Broadcast Industry Urges TRAI to Review NTO Rules

India’s broadcast industry has called on the Telecom Regulatory Authority of India (TRAI) to review the impact of the New Tariff Order (NTO), citing significant changes in the media landscape and shifting viewer preferences. Industry executives at FICCI Frames 2026 said the regulatory framework needs to evolve alongside the growing adoption of over-the-top (OTT) and mobile platforms.

The executives called for lighter, principles-based and technology-neutral regulations, arguing that the existing framework may limit broadcasters’ flexibility in developing products, pricing strategies and distribution models.

Broadcast Industry Seeks TRAI Review of New Tariff Order

The NTO, notified in 2018 and implemented in 2019, was introduced to provide consumers with greater choice and price transparency. It allowed viewers to select the channels they wanted to watch, with separate charges for network capacity and channel subscriptions.

However, industry representatives said the India's media sector has changed considerably since its introduction. While the NTO helped improve subscription revenues for the television industry, executives pointed to higher prices and limited content innovation as factors that may have contributed to viewers shifting away from traditional television.

Rahul Vatts, Director of Corporate Affairs and Group Chief Regulatory Officer, said TRAI should assess whether the regulations are achieving their intended outcomes. He also called for regulation to be evaluated based on its impact on consumers rather than compliance alone.

OTT Growth Prompts Calls for Flexible Broadcasting Regulations

The growing popularity of OTT and mobile platforms has changed how audiences access content. Industry executives said similar content is now available through multiple platforms, making technology-neutral regulation increasingly relevant.

Anil Malhotra, Head of Public and Regulatory Affairs and Chief Revenue Officer of Affiliate Sales, highlighted differences between traditional television and internet-based services. He noted that television broadcasters continue to face extensive licensing and compliance requirements, while online services operate under a different regulatory framework.

Malhotra also argued that repeated incremental changes to the NTO may not address structural changes in the media ecosystem. He called for a broader reassessment of regulations governing content and distribution.

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Broadcasters Call for Greater Flexibility in Pricing and Packaging

Industry representatives also sought greater freedom to experiment with subscription packages, pricing and distribution models. Vatts said regulation should focus on consumer choice, access to varied content and affordability, rather than prescribing how broadcasters package and price their offerings.

He suggested that regulatory safeguards should prioritise non-discrimination, prevention of predatory practices and access obligations such as “must carry” and “must provide”.

The industry’s concerns also extend to the relationship between content providers and distributors. The existing framework was designed to separate content and carriage to prevent vertical monopolies, while telecom operators face fewer comparable restrictions, Malhotra said.

JioStar Calls for Unified Industry Approach on TRAI Regulations

Krishnan Kutty, Head of Entertainment Business for the South Cluster at JioStar, said broadcasters and platforms need to present a more unified position to policymakers and regulators. He noted that differences in commercial interests have often resulted in industry participants speaking at cross-purposes.

Kutty also highlighted regulatory uncertainty as a challenge for businesses planning investments and developing new services. He said a consistent regulatory framework over a longer period would allow companies to test different business and pricing models.

Pointing to the range of models adopted by digital platforms, including subscriptions, free access, transaction-based offerings and premium pricing, he said market mechanisms can help identify viable approaches.

As audiences continue to move across television, mobile and OTT services, the industry’s appeal for a review reflects broader questions about how broadcasting regulations can adapt to changing consumer behaviour and evolving media business models.