The policy is being reviewed probably because the government wants to popularize its own television channels on DD Free Dish rather than giving prime slots to private channels. Besides, it feels that the private channels earn a lot of money riding on its platform and is thus said to be thinkingin terms of allowing channels on DD Free Dish on a revenue-share basis.
However, executives at private channels argue that being on DD Free Dish offers only incremental benefits and should not be seen as a money-spinner. Firstly, to be on DD Free Dish, a channel has to become FTA and loses out on subscription revenue. Secondly, premium brands shun these channels as their viewers are low-paying consumers. Thus, broadcasters lose out on premium pricing.Broadcast executives argue that a revenue-share formula with DD Free Dish may render the platform unviable for private channels.
While ostensibly the government probably wants to earn more revenue by reviewing its policy, critics argue that in its attempt to knock off private channels from the DD Free Dish platform, it may be killing content plurality, especially in the news genre. In that case, the consumer will be the biggest loser.