Charu Malhotra, Co-founder and Managing Director , Primus Partners, shares her view on the challenges facing the broadcasting and DTH sector. She highlights a fundamental misalignment between rising content costs and stagnant monetization models. Broadcasters like Sony and Zee are seeking higher carriage and placement fees to recover investments in content, sports rights, and talent, while DTH operators, operating in a highly competitive space, have limited pricing flexibility. She adds that this disconnect often impacts consumers directly—channels included in subscription packs may suddenly disappear, with little explanation from distribution platform operators. Consumers are then nudged toward à la carte options or higher-tier packs, leading to increased monthly spending without clear communication.