By A Correspondent
Should there be a regulation on landing pages? There is a strong sentiment, which we at MxMIndia are also partly in agreement with, that there should be none. The use of landing pages is a marketing tool is the view of some broadcasters and channel distributors, but there is also a strong belief that because it is routed through the distribution channel, there ought to be a restriction on its usage. There is also a view that use of landing pages is an unfair means of hooking viewers. The counter to it is that it is a legitimate tool to promote a channel and it’s a bit like using advertising in other media to let the public know.
Well, that’s not an analogy that works, and certain indiscriminate use of the landing page tool in the recent and not-so-recent past has ensured that the matter is now in the Telecom Regulatory Authority of India’s ambit.
The TRAI issued a consultative paper and invited suggestions, the last date for which was last week. Counter-comments can now be made and this will close on May 11.
Read the various comments at http://trai.gov.in/consultation-paper-review-mobile-number-portability-mnp-process to check who stands where on the Landing Pages issue. And perhaps who has invested in it or wishes to invest in it…