Traditional TV Faces Change as Partho Dasgupta Explains Cord-Cutting Trends


Television has long been the heartbeat of Indian households, delivering news, entertainment, and cultural touchpoints. But the landscape is shifting. Partho Dasgupta, former CEO of BARC India and now Managing Partner at Thoth Advisors, observes that traditional cable TV is under pressure as viewers increasingly turn to streaming platforms and on-demand content.

Dasgupta points out that cord-cutting is driven by changing consumer habits. Audiences today demand flexibility, choice, and personalization. They want to watch content on their own schedules rather than follow rigid programming. This shift challenges cable operators to rethink their offerings and innovate to remain relevant.

Streaming services are a major catalyst for this transformation. Dasgupta highlights that platforms providing original, niche, or interactive content are attracting younger, tech-savvy viewers. Even established broadcasters are investing in digital platforms to retain audiences and remain competitive in a fragmented media environment.

Advertising models are also evolving. According to Partho Dasgupta, brands are moving away from traditional TV spots toward targeted digital campaigns that leverage data and analytics. This trend is reshaping revenue streams and forcing cable operators to explore hybrid approaches combining linear and digital distribution.

He also emphasizes the importance of content quality and engagement. While technology drives access, Dasgupta believes that compelling storytelling is what keeps audiences loyal. Channels that invest in regional, cultural, and innovative content are better positioned to navigate the cord-cutting era.

Despite these changes, Dasgupta remains optimistic about traditional TV’s role. He sees opportunities for convergence, where broadcasters combine on-demand services with live programming, interactive formats, and multi-platform engagement. The future, he suggests, lies in flexibility, creativity, and audience understanding.

In conclusion, Partho Dasgupta underscores that the cord-cutting revolution is not the end of television but a call to adapt. Traditional TV can thrive by embracing digital tools, investing in content innovation, and responding to evolving viewer expectations. For Dasgupta, the challenge is clear: adapt or risk irrelevance, but the opportunity for those who innovate has never been greater.

Read More: https://www.outlookmoney.com/outlook-money-spotlight/cord-cutting-revolution-partho-dasgupta-explores-traditional-cable-tv-shift-8898

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