Cable, DTH players bet on IPTV to stem cord-cutting losses

India’s traditional TV distributors, cable, and direct-to-home (DTH) companies are turning to Internet Protocol Television (IPTV) to fight cord-cutting, which has eroded the pay-TV base by nearly 30 million subscribers since the pandemic.

Bharti Telemedia and Hinduja Global Solutions’ NxtDigital are seeing early momentum for IPTV, a service that blends linear television with OTT delivery.