They r lagging far behind bcoz of their own wrong strategy
- In earlier tariff framework, channels were priced too high , there was no option to chose just a base pack containing niche channels, also a-la-carte mode was of no use bcoz of unjustified rates. In recent framework too most broadcasters chose to kept bouquet prices on upper scale hence further keeping subscribers at bay.
With OTT people had freedom to chose, watch as per convenience without any cuts, also there were flexible/affordable subscription plans so most English content viewers and even others hopped on there.
- Now coming to content, except Colors Infinity and Comedy Central none of other English GEC broadcasters paid much attention to acquiring good/latest content. This is why these 2 succeeded in getting top positions prior to new framework rollout. Later on both started showing stale content for most part and came down on rating charts.
Few years back Star India was going strong but goofed up programming when they launched SWP HD, they lost out on Star World loyal viewers and SWP flopped bcoz of few takers. Zee again had latest shows on air back in 2013-15 but dipped down post that bcoz on OTT platforms taking over alongwith free internet access thanks to Jio. AXN never was ahead in airing new content but just like earlier they r airing fresh programs during 10 PM to 12 AM slot on weekdays and some other ones on weekends, they r also using movies to attract viewers.
- Now coming to subscribers, we should understand that operating a channel and OTT platform is a completely different business model as far as economics is concerned. Cost involved in running OTT is far less than what is required for a satellite channel (annual licence fee, distribution, workforce, satellite cost, content acquisition etc.) hence unless people r willing to pay more for subscription of niche channels... Things will continue like this (till OTT is there). Ads alone cannot sustain premium channels. Also broadcasters /operators need to come up with special initiatives like giving Free USB Recording , giving access to content on OTT mode for channels opted and have special shows on HD feeds rather than simulcasting SD content.
English Movie Channels again need to reduce gap between theatrical release of movie and its TV premiere. Also they need to enlarge movie library with fewer repetition. Lastly they need to tap on a new emerging audience in semi urban, rural areas as there is strong inclination there towards watching international content and if served properly they will a gamechanger for English GEC/Movie Channels. Remember there is a vast majority who still cannot get onboard OTT bandwagon bcoz of pricing factor hence satellite tv has lot of potential thanks to sheer volume which can spread out cost burden. There r some other steps which can be taken to counter OTT platforms
