Fastway Transmissions focusses on digital entertainment services and claims to be the largest multiple-system operator (MSO) in North India. Having commenced operations in 2007, the company has established infrastructure by laying down an extensive network of Optic Fiber Cable across Punjab, as well as other major regions in North India such as Haryana, Jammu & Kashmir, Rajasthan, Himachal Pradesh, Uttarakhand, Delhi NCR and Uttar Pradesh. Fulfilling the entertainment appetite through 400 SD+HD channels, Fastway is a household name in North India.
Medianews4u.com caught up with Arshdeep Singh Mundi, Executive Director, Jujhar Group
Q. Cable operators recently met TRAI. They are looking for permission to unbundle. Is more flexibility needed in the interests of the consumer?
Local Cable Operators representing consumer interests recently met with TRAI to discuss the unbundling of television channels. They emphasised that unbundling supports the core objective of the New Tariff Order (NTO) by enabling consumers to pay only for the content they truly wish to watch, promoting transparency and value for money.
While this move is expected to enhance consumer satisfaction, broadcasters may face challenges in investing in diverse and high-quality content creation, potentially limiting the variety of programming available in the long run.
Q. Should bouquets be created jointly by both broadcasters and MSOs?
Yes, since Multi-System Operators (MSOs) are the main service providers at regional level and play a major role in protecting the interests of consumers. MSOs make sure that customers receive quick support, high-quality service, and access to information that suits their interests by collaborating closely with their trade partners.
This cooperative approach enables a more effective and customer-focussed delivery strategy while simultaneously complying with market needs and regulatory goals.
Q. Does the cable industry need a fair and equitable framework?
Yes, it is essential to regulate the pricing of content to ensure the long-term survival of the cable industry. The system is heavily burdened by unwarranted and erratic increases in content costs, which need to be resolved through equitable and open procedures.
In addition to paying high ongoing operating costs, MSOs have already made large expenditures in infrastructure expansion. The viability of cable services is threatened by these recurring expenses as well as uncontrolled content pricing. A balanced and equitable pricing structure is crucial to maintain affordability for consumers while supporting the operational viability of MSOs across the country.
Q. Fastway has launched a new IPTV Set-top box. What is its USP and how does it enhance the user experience?
Fastway has launched an advanced Google-certified box. The New Box is distinctive on its own, first-timer. Google and Netflix certifications are uncommon on a single box due to pricing and strategic considerations. It’s elegant and equipped with the most recent technology upgrades.
The remote that comes with the box supports all main OTT keys on top of a soft touch pad. To summarize, it’s an excellent entertainment experience.
Q. How does this product bridge the gap between traditional TV viewing and modern OTT consumption habits?
By integrating the greatest features of both modern OTT consumption and traditional TV viewing, this product successfully closes the gap between the two. It leverages an innovative transport and delivery mechanism that enhances content quality, ensuring a seamless and high-definition viewing experience.
Users benefit from increased convenience and value when content is provided in a flexible framework and presented through an integrated, all-in-one pack format. The product is not only cost-effective but also provides access to premium-quality content, making it an attractive choice for consumers seeking affordability without compromising on variety or quality. It caters to evolving viewer habits while retaining the familiarity of traditional TV.
Q. What kind of content ecosystem does the box support — are major OTT platforms integrated?
The solution combines two OTT platforms to provide a full and adaptable watching experience.
Watcho is the premier platform for obtaining live video aggregated from leading OTT providers, providing consumers with a comprehensive list of popular and trending shows all in one spot. In the meantime, HiNet/Tango TV concentrates on providing live television content as well as catch-up TV services, allowing users to watch missed programs whenever they want.
Q. What marketing activities will the company be doing to create awareness?
Through a combination of ATL (Above The Line) and BTL (Below The Line) activities, a thorough, region-specific promotional plan is being put into practice.
These consist of prominent hoardings, captivating social media campaigns, and educational advertisements and scrolling on regional and national satellite news networks. To generate local buzz and raise awareness, direct outreach techniques including leaflet distribution, word-of-mouth advertising, and on-ground canopy activities are also being used.
Q. Are many consumers cutting the cord and moving to digital platforms?
Customers are expressing a great deal of excitement about the product and its novel delivery system. Due to an increase in new customers and reconnections from previously churned consumers, the IPTV category is expanding steadily.
Furthermore, a significant number of current broadband and cable TV customers are switching to this service in favor of the improved watching experience it provides. Users are responding favourably to the ease, quality, and value it offers, which is resulting in a growing and more active clientele.
This encouraging reaction demonstrates how well the product can adapt to changing customer demands and maintain its place in the digital entertainment market.
Q. What other innovations will the company be coming up with?
Numerous technology advancements are in the UAT and development phases, which will provide Fastway a competitive advantage in the regions where it operates. With the use of packaging, delivery methods, and the edge of content volume, structured inorganic growth is currently taking place in new regions.
Q. Do gaming and esports play an important role for Fastway?
Gaming and esports represent the next strategic priority for Fastway’s development.
Recognising the rapid growth and immense potential of this sector, we are actively exploring opportunities to integrate gaming and esports into our service offerings.
Q. What trends are driving the uptake of broadband in the country?
The adoption of broadband is being driven by month-over-month growth, particularly in rural areas. In addition to the expansion of the span/consumer base receiving data, BB growth will result from a rise in data consumption for all uses, including viewing. accessible, reasonably priced packaging and plans.
Consumer attitudes toward digital platforms and their exponential growth, Including OTT, is setting a benchmark for growth for broadband consumption in India.
Q. How is Fastway leveraging AI to make better decisions and identify market gaps?
Fastway is leveraging AI in automation of all Key Component of Critical Functions especially Consumer facing functions i.e. Revenue Assurance, Customer Service, backend solution.
Additionally, route planning is being optimised through predictive and structured business planning. The company is also actively identifying new market opportunities and strategically leveraging them to drive expansion and sustained growth.
