Although TRAI has granted a breather to the broadcasting industry by allowing players to sell their existing packs\/plans\/bouquets to subscribers till January 31, broadcasters such as Times Network, Viacom18 and ZEEL have already launched value packs and drawn up fresh \u00e0 la carte price lists. Experts believe that the TRAI tariff order \u2014 that mandates broadcasters to declare their channel pricing as well as whether a channel is free-to-air (FTA) or pay \u2014 will lead to greater transparency across the value chain, but reviewing channel pricing and creating the right bouquet of channels will be crucial. \u201cBroadcasters need to ensure that the packages\/value packs are attractive enough for viewers to consider them. This will, in turn, ensure viewership,\u201d says Navin Khemka, CEO \u2013 South Asia, MediaCom. However, experts say that the TRAI order lacks impact without the 15% discounting cap on the bouquet price.\u201cThe 15% cap would have changed the dynamics significantly and allowed for a real level playing field,\u201d says Kinjal Shah, VP and co-head \u2013 corporate sector ratings, ICRA. Khemka informs that broadcasters are currently offering 30-50% discount on the bouquet price. \u201cThe removal of the cap will help broadcasters maintain their penetration, especially in the case of niche channels,\u201d he adds. Also read|\u00a0Netflix\u2019s big losses: What to make of its financial problems No bargaining chip ICRA notes that the tariff order has changed the structure of the broadcasting industry to B2C (selling \u00e0 la carte to consumers directly) from B2B (selling a bouquet of channels to distributors). This will create a system that will lead to greater transparency among broadcasters, distribution platform operators (DPOs) and subscribers. Earlier, the broadcaster and the DPOs would arrive at a lump sum content cost, which would be bouquet specific. The DPOs would then sell the entire bouquet to customers. Under the new system, the revenue sharing arrangement between broadcasters and DPOs will be on cost per subscriber basis. Even the carriage fee used to be negotiated in a similar manner earlier and would vary widely for different broadcasters while even being changed every year. Now, the carriage fee will be calculated on per subscriber basis and will decrease if the market share increases. \u201cThe need for negotiations on content costs \u2014 which was earlier the norm for dealing with large broadcasters \u2014 goes away, leading to more transparent pricing. The ability of broadcasters to preserve their profitability through strategic pricing of channels and the creation of a bouquet of channels is now important,\u201d says Shah. This, she says, would entail extensive cost-benefit analysis on the part of broadcasters. \u201cAny channel that has an MRP of more than Rs 19 cannot be part of the bouquet. Broadcasters\u2019 bargaining power with DPOs has reduced due to transparent pricing.\u201d Need to be different In the current regime, cable operators and DTH players still have the right to create the package, but the differentiation will come from their services and value added offerings such as movies on demand. Today, Tata Sky and Dish TV have exclusive offerings, including their own movie channels. \u201cThe tariff order will help build deeper understanding and analytics on content and channel preferences of consumers,\u201d says Prathyusha Agarwal, CMO, ZEEL. For DPOs, Khemka says, the differentiation will come from the additional services offered, such as tie-ups with OTT players. \u201cIt will become a content-led game and also pave the way for DTH players to start investing in content,\u201d he adds.