Airtel Digital TV, STAR India spar over IPL pricing

STAR India and Airtel Digital TV are in a public spat over the pricing of the broadcast network’s channels on the DTH (direct-tohome) platform. The timing of this spat is significant because it is less than a month to STAR’s debut as the official broadcaster of the Indian Premier League (IPL).

On March 23, STAR released a video on Twitter, ‘warning’ Airtel Digital TV customers about a price hike for high-definition (HD) channels. The video tells viewers that the HD channels, which cost ~200 now, may cost more than ~1,000. It adds that the channels can be availed of at the current rate if the customers change their service provider. The last frame of the 30-second video carries the hashtag ‘make the switch’ along with names of distribution platforms such as Tata Sky, Sun

Direct, Hathway, GTPL, Den Networks, and Fast Way.

This campaign was in response to Airtel’s messages to its customers that STAR network channels may go offair after March 31 if the contract renewals did not take place. “The STAR network has increased tariffs of its channels, which will result in higher pack prices for you. In order to protect your interests, STAR network channels will be temporarily withdrawn from your packs with effect from March 31 2018,” the DTH operator said.

Airtel Digital TV said: “We are shocked at the malicious, misleading, and defamatory campaign based on lies being run by STAR TV. There is no truth in STAR TV’s assertion that Airtel Digital TV is unilaterally increasing prices of Star TV channels across its packs.”

Airtel added that the broadcaster was using arm-twisting tactics to monetise the IPL.