Licence holders will be given a year to put channels on air.
The Trai order is expected to change how consumers pay for cable or DTH services. This will result in disruption within the TV viewing market.
While it is difficult to put a number on how much the impact on the ad sales tally could be, it is quite possible the broadcaster will not be able to make its Rs 2-billion target, says Urvi Malvania.
Cashless transactions need ubiquitous connectivity, which we don't have. And connectivity needs political and administrative convergence, says Shyam Ponappa.