Who bothers about cable consumers?

Who bothers about cable consumers?
Dev Vrat, lecturer in Centre for Audio Visual Studies (CAVS)

A Person spending a lot of time at home watching television is called 'Couch Potato' in America. This word depicts a person who is sitting in a very comfortable sofa unmanageably just like a potato. Actually this word shows very sarcastically the physical and mental state of a television viewer. All over the world television has made its viewers passive. This is the nature and requirement of television and market as well. Market demands a faithful consumer, who never questions on what ever is dished out before him. Market does not like consumer awareness.

In the recent cable crisis also cable consumers are having the same position. Channel owners are increasingly converting their free channels in to pay channels to reduce their economic losses. While Multi Service Operators (MSO) and Cable Operators are either increasing monthly cable fee or not disclosing the real number of their clients to channel owners. But surprisingly cable consumers do not have any say in this matter while they are the real sufferer. They are in huge number but totally unorganised. This is the basic reason why issues concerning consumer's interests does not exist in this whole debate.

According to an estimate 7 crore Indian families have Television sets out of which almost half have cable connection. Today cable operation have become a full-fledged industry in which lakhs of people are earning out of it. There are many organisations of cable operators to press government for desired decisions. These organisations publish monthly magazines like 'Cable Quest' also. The number of satellite channels is increasing day by day but cable service has not improved significantly.

The Cable Television Network Regulation Act 1995 have many provisions to safeguard the cable consumers interests. It insures the quality cable service to consumers. In case they do not get good service, they can lodge complaint against MSO or Cable Operator to DM, SDM or any other responsible officer. But common people do not know this act and their rights. Those who know avoid any initiative in this regard. And what results is the game of channel owners and cable operators go on uninterrupted.

Local administration should interfere this crisis. As in case of Bhopal administration is trying to resole the crisis. Why state should intervene, because this is concerned with lakhs of people's interest. Viewers are one of the very important party to this debate. Like in Bhopal since 14 November Zee and Star channels are not available to viewers. As usual
cable operator will come to collect the monthly fee and many viewers will outburst on them. Some will refuse to pay the money and in return 'Cabelwalla' will threat to disconnect the cable connection because he has monopoly in this trade and consumer has no other option to keep his voice low. This is a common scene these days. Cable crisis is not a new phenomenon now. Channels had been blocked many times earlier also. Particularly in Bhopal this battle is getting intense day by day.

One of the basic question linked with this debate is, if cable television is considered as a service, why it should not come under the preview of court. When a viewer enjoys television channels in lieu of some regular fee, what should his minimum rights being a cable consumers. In case his rights are injured where he should go for justice? This all should be specified clearly. Another important debatable point is, whether should cable consumers be given right to comment on the content and quality of channels.
In a democratic country it is expected that media will behave democratically and respect the right of selection of its audience. Presently in the negotiation between channel representatives and MSO's viewers are not even asked about their choice and problems. Consumers are like a poor cow who have no choice but to eat whatever is served to it. Viewers are treated like a 'Couch Potato' having no voice and thought.

There is one more solution, in which cable consumers have to unite themselves. They have to form viewers committees in each colony. These associations are a common thing in America and European countries. These committees will put their views before channel owners, MSO's and cable operators. They can suggest about the content and quality of the programmes. Actually this will certainly be a new approach towards them selves. And now viewers will not be a passive creature but they will prepare themselves to play an active and more respectable role in television and cable industry.