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Q. With the rise of streaming platforms (or OTTs as they are called in India), traditional linear TV viewership has seen a decline. How do you foresee the future of cable TV in India? Will it continue to coexist with streaming services, or is it destined for obsolescence?
A. At this juncture of the industry, the prospect of cable TV does not look very promising. It depends now on how fast they (the players) can innovate and integrate with emerging technologies which could balance traditional broadcasting and the digital era. Easier said than does as they need both perspective and investments. Besides, better comprehension of content across platforms is also critical for successful execution of a survival strategy of the cable television business.