1. DIGITAL ADDRESSABLE SYSTEMS Vibhav Srivastava Advocate
Shillong, May 14, 2016

2. What is DAS ?
Digital Addressable Cable TV Systems (DAS) is a cable TV service, in which, TV channels are transmitted through cable TV network in digital and encrypted form.
Main Components of DAS
Conditional Access System (CAS)
Subscriber Management System (SMS)
Set Top Box (STB)
The Equipment must meet the technical requirements as given in schedule 1 of The Interconnection Regulations for DAS, 2012
Ensures transparency
Enables determination of the exact number of subscribers
End to piracy
Ethnography is the practice of gathering empirical data on human society, and has been the central foundation for testing theories about culture, human behavior & societal change
Qualitative data analysis is the process of discovering themes through a process of “coding” texts, and underpins most of social science research
Structuralism is the theory that social and physical structures shape / limit what people think and ultimately act, and has been a powerful theory in the social sciences & more recently management theory
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3. Benefits of DAS ? Consumer Better viewing quality and expereince
Can subscribe to channels of their choice on A-la-carte or Package mode
Possibility of high definition and ultra high definition content
Value added services such a triple play with broadband, movies on demand, VAS etc.
Electronic Program Guide (EPG)
Broadcasters, Multi System Operators and Local Cable Operators
Flexibility of Packaging of Channels
Accuracy of subscriber numbers and no under declaration
No more disputes of SLR (Subscriber Line Report) which was the main hurdle in execution/renewal of contracts between the parties in analogue regime.
Ethnography is the practice of gathering empirical data on human society, and has been the central foundation for testing theories about culture, human behavior & societal change
Qualitative data analysis is the process of discovering themes through a process of “coding” texts, and underpins most of social science research
Structuralism is the theory that social and physical structures shape / limit what people think and ultimately act, and has been a powerful theory in the social sciences & more recently management theory
NYO-AAA

4. Implementation of DAS in India
In terms of Section 4A of the Cable Television Networks (Regulation) Act, 1995, the Central Government has notified that DAS is to be implemented in the following 4 phases:
Phase IV
Deadline:
Dec 31, 2016
Phase III
Deadline:
Dec 31, 2015
Phase II
Deadline:
Mar 31, 2013
Phase I
Deadline:
Oct 31, 2012
Rest of India
All other urban areas
(municipal corp./ municipalities)
All cities with 1 mn+ population
4 Metros: Delhi, Mumbai,
Kolkata & Chennai
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5. Procurement of Permission to Operate In DAS
Rule 11A of the Cable Television Networks Rules, 1994, interalia provides that, “a distributor of TV channels in a DAS notified area must obtain permission from the Ministry of Information and Broadcasting for operating the DAS headend”.
Procedure for Registration as a DAS MSO:
Application to be submitted comprising Form 2 & 6
Supporting documents as specified in Form 6
Affidavit confirming no pending criminal actions, etc.
Postal Registration Certificate from Post Office to recognize a DPO as a cable operator
Rule 11 E provides for provisional permission from the MIB. Once Provisional permission is received from the MIB, a DPO can function as a DAS MSO.
OLD BELIEF
Resulting approach of this view
Construct solution set
Identify ‘critical few’ blocking mindsets
Determine how to overcome/shift these few mindsets, in order to achieve the original solution set
Outcomes may often include
Unsustainable change (deficit-based approach creates urgency but also triggers resistance to change)
Sub-optimal aspirations (strengths not fully leveraged)
NEW BELIEF
Assess underlying mindsets
Construct solutions that view mindsets as both barriers and avenues to change
Achieve proposed solution through a mixture of mindset shifts, but also some mindset "leveraging"
Observed social science outcomes include
Reduced likelihood of failure (no unexpected mindset barriers)
Sustainability (strength-based approach gives people the energy to remove what gets in the way)
Ownership and stretch (working from strengths brings meaning and intrinsic motivation to aim bold)
Research shows that a 3-to-1 ratio of positive/ strength-focus to negative/weakness-focus is ideal to engage people in change
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6. What does the Regulation want ?
The customer should be given a copy of the bill and
Bill should have package rate + service tax and entertainment tax (if applicable)
Customer details/MSO details on the bill with help line number must be specified
The customer has to be given a receipt of the payment.
MSO to be charged a penalty of Rs 20 per customer if billing is not proper. 6

7. TRAI Guidelines
DOs 1. Representatives should carry a valid ID when visiting customers/ subscribers premises. 2. Ensure that the customer seeking cable TV connection through DAS is given a Customer Application Form (CAF) 3. Share a surrendered application form with customer on request. 4. Ensure that all details are explained to the customers in detail. 5. Provide with a bill and payment receipt to every subscriber. 6. Publish & prominently display the toll-free consumer care number and contact number of the Nodal Officer for redressal of consumer grievances. 7. Set up a web-based complaint handling/monitoring system. 8. Conduct periodic consumer awareness programmes about Quality of Service (QoS) Regulation provisions for subscribers.
DON’TS 1. Activate STB before entering the details of customer and his choice of channels. 7

8. Dos & Don’ts for LCOs Dos
1. Register with Head Post Office before offering cable TV services.   2. Renew registration with Head Post Office every year.   3. Enter into an agreement with the MSO whose signal you will carry.    4. Give the completed CAF to the MSO for processing and retain one with yourself.  
DON’TS
1 Transmit cable TV service without valid registration as this is illegal.   2. Transmit cable TV signals to subscribers without proper written interconnection agreement with the MSO. 8

9. Dos & Don’ts for MSOs Dos DON’TS
Register with the Ministry of Information & Broadcasting (MIB) as an MSO
Enter into an agreement with LCO, if you are providing the cable TV service to subscribers through one or more LCOs.
Ensure a copy of the agreement is handed to the LCO within 15 days from date of signing and receipt is duly acknowledged.
Ensure that the T&C of the agreement conform to the TRAI regulations.
Provide access to the relevant data in the Subscriber Management System (SMS) to all of your linked LCOs for the purposes of settlement of revenue shares in accordance with the agreement.
Educate your linked LCOs about the various schemes you are offering for procuring a set-top-box (STB) by a subscriber and also the channel(s)/ bouquet(s) available on your network.
Ensure that sufficient number of Customer Application Forms (CAFs) and Manual of Practice is available with your linked LCOs for distribution to the customers at the time of providing connection. 
DON’TS
Provide cable TV services without valid registration as MSO as this is illegal.
Provide cable TV signals to LCOs without a written interconnection agreement as this is illegal.
Give pre-activated STB to any LCO or to any customer. 9

10. Thanks ! 10