TV distributors switch to apps to keep the show going

Mumbai: India’s traditional television distribution industry is pivoting towards app-based delivery as changing consumer behaviour, rising connected TV adoption and declining pay-TV subscriptions force operators to rethink how they reach households and manage distribution costs.

ET had reported in February that several television distribution companies were exploring connected TV as an extension of their existing linear channel offerings, as traditional cable TV and direct-to-home (DTH) businesses faced shrinking subscriber bases, declining revenues and mounting losses.