India’s smart television manufacturers and technology platforms have requested the Telecom Regulatory Authority of India (TRAI) to exclude television manufacturers from the proposed regulatory framework for internet-based television streaming services, arguing that they merely provide devices and do not control content distribution.
The submissions have been made as part of TRAI’s consultation on regulating Application-based Linear Television Distribution (ALTD) services and Free Ad-Supported Streaming Television (FAST) platforms.
The consultation began following a reference from the Ministry of Information and Broadcasting (MIB), which sought recommendations to create a framework for emerging internet-delivered television services.
Smart TV Brands Not Content Distributors
Smart TV manufacturers noted that their role is to provide hardware and operating systems that enable users to access applications. They contend that responsibility for content, licensing compliance, and regulatory obligations should rest with application providers and streaming platforms rather than device makers.
The debate centres on FAST services, which offer free, advertisement-supported television channels delivered over the internet through smart TV applications. These services have emerged as an alternative to traditional cable and Direct-to-Home (DTH) platforms, prompting concerns among broadcasters and distribution operators over regulatory parity.
Manufacturers have cautioned that imposing content-related compliance requirements on device makers will create operational challenges and discourage innovation in India’s connected TV ecosystem.
Industry stakeholders have argued that television brands neither curate programming nor determine which channels are streamed through third-party applications.
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Industry Divided Over Regulation of FAST TV Platforms
The consultation has exposed wide divisions across India’s media, broadcasting and technology sectors. Traditional broadcasters & television distribution companies have requested a regulatory framework. They said it must be similar to those governing cable television and DTH operators, citing concerns over consumer protection, content accountability and competitive balance.
Meanwhile, streaming platforms and digital service providers said that FAST & ALTD services function as Over-the-Top (OTT) offerings, delivered via the open internet. It should not be regulated under legacy broadcasting rules.
They maintained that such services fall under existing digital governance frameworks, and that any additional licensing requirements would create regulatory overlap.
TRAI’s consultation paper has also examined whether only authorised applications should be permitted on smart TV platforms and app stores and has proposed potential mechanisms to ensure compliance. The regulator is reviewing stakeholder submissions before making recommendations to the government.
The outcome of the consultation is expected to play a significant role in shaping the future of internet-delivered television services in India, particularly as FAST channels continue to gain traction among connected TV users.
Samarjit Kaur is a journalist and communications professional covering technology & emerging digital trends. With a focus on clarity and context, she reports on developments shaping industries and governance. When not reporting, she chooses to plug-in and relax on her playlists and plan her next bucket-list trips!
