TV Channels Now on Apps – TRAI Brings New Rules

The Telecom Regulatory Authority of India (TRAI) has released its much-anticipated recommendations on the Authorisation Framework for Application-based Linear Television Distribution (ALTD) Services, marking a significant step in shaping the future of Internet-based television delivery in India. This framework is designed to balance innovation with accountability, ensuring consumer protection while fostering ease of doing business in the rapidly evolving broadcasting ecosystem.

Background and Context

In December 2025, the Ministry of Information and Broadcasting (MIB) sought TRAI’s guidance on regulating Free Ad-Supported Streaming Television (FAST) services. These services, which mimic traditional scheduled TV channels but are delivered via apps, smart TVs, or web browsers, have grown rapidly. TRAI broadened the scope to include all such platforms under the umbrella of ALTD Services, recognizing their role in reshaping television consumption.
Following a consultation paper in April 2026 and extensive stakeholder engagement—including 207 comments, 11 counter-comments, and an Open House Discussion in June 2026—TRAI finalized its recommendations. The framework aims to provide a light-touch, future-ready regulatory model that integrates ALTD services into India’s broadcasting landscape.

Key Recommendations

• Introduction of ALTD Services: ALTD is proposed as a distinct sub-category under Television Channel Distribution Services within the Telecommunications Act, 2023.
• Definition of ALTD: It includes aggregation and distribution of government-approved linear TV channels, internet-native channels (with approved name/logo), and platform service channels, delivered via apps, websites, or connected devices.
• Exclusions: Broadcaster-owned platforms distributing only their own channels and live streams on social media intermediaries are excluded.
• Authorisation Framework:
  • National service area coverage
  • Initial validity of 20 years, renewable for 10-year periods
  • Application fee of ₹10,000 and one-time entry fee of ₹1 lakh
  • No authorisation fee, bank guarantee, or security deposit
• Compliance by OEMs and OS Providers: Only authorised ALTD apps should be available on devices and app stores, with annual compliance reporting to MIB.
• Internet-Native Channels: A simplified registration process for internet-native linear TV channels has been recommended.
• Consumer Protection: Application providers will serve as the primary point of contact for grievance redressal.
• Audience Measurement: ALTD viewership will be integrated into the national TV ratings framework, with anonymised data publication permitted under the TV Ratings Policy, 2026.

Implications

This framework is poised to transform India’s broadcasting sector by legitimizing and regulating app-based TV distribution. It ensures that consumers enjoy a safe, accountable viewing experience while encouraging innovation among service providers. By including ALTD in the audience measurement ecosystem, TRAI also ensures that advertisers and broadcasters gain a holistic view of television consumption trends across both traditional and digital platforms.

Conclusion

TRAI’s recommendations on ALTD services represent a progressive step toward harmonizing conventional broadcasting with digital innovation. With a light-touch regulatory approach, India is set to witness the orderly growth of Internet-based linear television, bridging the gap between traditional TV and modern streaming platforms.
For further details, TRAI has made the full recommendations available on its official website, and queries can be directed to Dr. Deepali Sharma, Advisor (Broadcasting & Cable Services), TRAI, at +91-11-20907774.

OTT Advertising: The Future of Streaming Ad Campaigns

As consumer preferences shift towards streaming services, over-the-top (OTT) platforms have emerged as a powerful force in advertising. OTT advertising is transforming how marketers reach their target audiences, offering unparalleled personalization and flexibility.

As you read on, we delved deeper into the intricacies of OTT advertising, discussing its challenges and opportunities, and explored how this advertising medium is shaping the future of streaming ad campaigns.

What is OTT Advertising

OTT advertising is a modern approach to reaching audiences through streaming platforms like Roku, Hulu, or Amazon Prime Video. It's like traditional TV commercials but with a digital twist.

OTT video ads are the commercials you see while watching shows or movies on these streaming services. They come in different flavors – some play before your show starts (pre-roll), some during (mid-roll), and others after it ends (post-roll).

TV viewership data is the secret sauce that makes OTT advertising even more powerful. It's all about collecting information on what people watch, how long they watch, and who they are. This data allows advertisers to create ads that speak to viewers' interests and habits.

So, picture this: When an ad appears, you're cozy on the couch, binge-watching your favorite series on a streaming platform. But instead of being annoyed, you're interested because it's about something you love.

That's the magic of OTT advertising – using OTT video ads and viewership data to create a tailored advertising experience that keeps viewers engaged and entertained.

The Rise of OTT Advertising: A Game Changer for Marketers

OTT platforms have disrupted traditional advertising by offering marketers new ways to engage audiences. The key advantages of OTT advertising include the following:

Advanced Targeting

With OTT advertising, marketers can leverage user data to deliver highly targeted ads based on demographics, interests, and viewing habits. This precision targeting ensures that ads are relevant and engaging to the viewer, resulting in higher conversion rates.

Cross-Device Reach

OTT ads can be displayed across various devices, including smart TVs, tablets, and smartphones. This cross-device reach enables advertisers to engage audiences wherever they consume content, providing a seamless and consistent brand experience.

Measurable Results

Unlike traditional TV advertising, OTT advertising offers robust measurement and analytics capabilities, allowing marketers to track ad performance and make data-driven decisions to optimize their campaigns.

Navigating the Complexities of OTT Advertising

Despite its numerous benefits, OTT advertising presents unique challenges for marketers due to its complexities.

Complexity in OTT advertising refers to the intricacies of creating effective ad campaigns on streaming platforms. Key factors contributing to these complexities include:

Diverse Ad Formats

OTT advertising offers various formats, such as pre-roll, mid-roll, post-roll, interactive, and native ads. Marketers must carefully select the most effective campaign format, considering factors like viewer engagement and platform compatibility.

Fragmented Landscape

The OTT ecosystem is highly fragmented, with numerous platforms offering distinct content and advertising options. This fragmentation requires marketers to develop tailored strategies for each platform, increasing the complexity of their campaigns.

Agile Ad Budgets

The nature of OTT advertising requires advertisers to maintain flexible ad budgets to capitalize on emerging opportunities or scale back when necessary.

Real-Time Optimization

Advertisers must continuously monitor and adjust their campaigns based on viewer engagement and platform performance to maximize the return on their ad spend.

The Road Ahead: Trends Shaping the Future of Streaming Ad Campaigns

As OTT advertising continues to gain momentum, several trends will redefine the future of streaming ad campaigns:

Enhanced Personalization

Data-driven targeting will enable advertisers to create increasingly personalized and relevant ads, leading to a more engaging viewer experience.

Unified Cross-Platform Strategies

Advertisers will increasingly integrate their OTT campaigns with other digital channels, such as social media and programmatic advertising, to deliver a cohesive brand experience across multiple touchpoints.

AI-Powered Campaign Optimization

Artificial Intelligence (AI) and machine learning technologies will be pivotal in optimizing OTT ad campaigns, enabling marketers to make data-driven decisions and improve overall performance.

Immersive and Interactive Ads

Advancements in technology will lead to the development of more interactive and immersive ad formats on OTT platforms, providing advertisers with innovative ways to engage viewers and create memorable brand experiences.

Expansion of Addressable TV

Addressable TV allows advertisers to deliver targeted ads to specific households and will likely grow with OTT advertising. This will give marketers even more opportunities to reach their desired audiences with accuracy and relevance.

The Emergence of New Business Models

Advertisers must explore alternative methods to reach viewers as more OTT platforms adopt subscription-based models with limited or no ads. These may include sponsored content, product placements, and strategic partnerships with content creators or platforms.

Focus on Privacy and Compliance

As privacy regulations evolve, OTT advertisers must prioritize user data privacy and comply with regulatory requirements. This will necessitate the development of innovative targeting and measurement solutions that respect user privacy while delivering effective ad campaigns.

Rise of Connected TV (CTV) Advertising

With the growing popularity of smart TVs and the convergence of traditional TV and digital video, CTV advertising will become an essential component of marketers' OTT strategies. CTV advertising will offer enhanced targeting and personalization opportunities and the ability to bridge the gap between linear TV and OTT ad campaigns.

Wrapping Up

The entertainment world is changing like never before, with streaming services stealing the show. And guess what? OTT advertising is totally flipping the script for marketers trying to reach their audience.

It's all about custom-made experiences, super smart targeting, and getting actual results. No wonder everyone's raving about it.

But hold on, it gets even better! Imagine even more personalized ads, AI handling all the nitty-gritty, insanely immersive experiences, and making sure privacy stays a top priority.

It's mind-blowing how OTT advertising is transforming the whole streaming ad scene, opening up a whole new world of opportunities for advertisers to make a splash with viewers.

Record-breaking Digitizers Get Next Variant for Blistering Data Streaming

Record-breaking digitizers get next variant

Spectrum Instrumentation expands leading-edge digitizer family

The world's first digitizers to use the full 16 lane PCIe interface (Gen 3) for massive data streaming generated huge interest in the technical media this March. The cards can stream acquired data over the bus at a staggering 12.8 GB/s, which is a transfer rate nearly twice as fast as any other PCIe digitizer currently on the market. Now Spectrum Instrumentation has released a cost-effective variant, specifically designed for dual-channel applications. The new model boasts the same blistering streaming speed and matches it perfectly with synchronous 3.2 GS/s, 12-bit sampling on each channel.

The new model M5i.3321-x16 delivers 3.2 GS/s top speed, on two channels, with 12-bit resolution and record-breaking 12.8 GB/s streaming

This means no data needs to be lost, even when the card is acquiring data with both channels running at their maximum sampling rate. The ultrafast bus allows all the data to be transferred directly to PC memory for storage, or even to CUDA based GPUs for processing and analysis.

The new model M5i.3321-x16 is designed to handle a wide variety of signals. The unit's fast sampling rate and high resolution are supported by fully functional front-end electronics with 1 GHz bandwidth, programmable full-scale ranges from ±200 mV to ±2.5 V and variable offset. To allow the capture of long and complex waveforms, there is a generous 4 GB (2 GSamples) of on-board memory. This can be optioned up to an industry-leading 16 GB (8 GSamples) if necessary. The on-board memory can operate as a ring buffer, like a transient recorder, or as a FIFO buffer, for streaming the acquired data directly over the bus. It can also be partitioned into segments for recording multiple events, even when they happen with very fast trigger rates. Trigger events are time stamped and a host of sophisticated triggering modes (such as software, window, re-arm, logic and delay) are available to help ensure important events are never missed. 

With 12-bit resolution, the M5i.3321-x16 card offers exceptional dynamic range. Measurements are made with improved precision and better signal-to-noise ratio when compared to those made with more conventional 8-bit test instruments. Importantly, the extra resolution allows users to capture small signals that may ride on larger ones, revealing the fine signal details that are often missed by lower resolution devices.

Independently from the PC, two powerful fans are transporting the heat of the card out of the PC housing through holes in the front plates.

Installing the card into a PC turns it into a powerful test instrument that can be used to acquire and analyse signals in a huge variety of applications. The front panel provides SMA connectors for the channel inputs, clock and trigger inputs and outputs, as well as four multi-functional digital I/O lines. The extra clock and trigger connections make it possible to synchronize the card with additional digitizers or other measurement devices. The feature set makes the model very well suited for capturing the fast signals found in fibre optics, mass spectrometry, semiconductor testing, RF recording, AI, radar, LIDAR, communications, astronomy and quantum technology. 

Two fans, mounted on the rear of the card, deliver perfect cooling by transporting heat out of the computer through the holes in the front plates. The design means the user does not have to worry whether the PC has enough internal airflow to adequately cool the card.

Oliver Rovini, Chief Technical Officer, said: "With the model M5i.3321-x16, we've created a package that optimizes the cost/performance ratio for users of our M5i family that need dual-channel signal acquisition. This new card delivers exceptional performance for anyone needing to capture and analyse signals in the MHz to GHz range. Its ability to stream data, as fast as it is acquired, directly to the PC environment opens the door for anyone wishing to use the latest CPU and GPU hardware for signal processing and analysis. For example, we've tested the card running at full speed and making direct RDMA data transfers to an Nvidia model RTX A4000 GPU. Once there, the GPU with its 6144 cores can perform complex functions like continuous averaging, for noise reduction, and MPoint-FFTs, for spectral analysis. That's gapless processing of all the streamed data, even when the digitizer is sampling the incoming signals at 3.2 GS/s on both channels!"

The capability to stream data directly to a CUDA GPU is possible using the company's SCAPP (Spectrum's CUDA Access for Parallel Processing) package, which is available as a low-cost option. SCAPP includes the necessary drivers for CUDA GPU support and allows users to develop their own processing routines. To help getting started, the package includes working examples that can be modified and built upon.

The cards come with all the tools necessary to use them in a PC running either a Windows or Linux operating system. A software development kit (SDK) is provided so that the cards can be programmed with almost any popular language. This includes C, C++, C#, Delphi, VB.NET, J#, Python, Julia, Java, LabVIEW, and MATLAB. The SDK contains all the necessary driver libraries as well as programming examples. Alternatively, for users who don't want to write an own code, the company offers SBench 6 Professional. This powerful measurement software provides full card control, along with a host of data display, analysis, storage, and documentation capabilities.

Like all Spectrum Instrumentation products, the M5i.3321-x16 card carries a 5-year product warranty, with free software and firmware updates, as well as customer support, direct from the engineering team, for the whole lifetime of the product. The M5i.3321-x16 is available now. The new model joins two other M5i series products released in March 2022. The models are the M5i.3330-x16, a single channel card that can sample at rates up to 6.4 GS/s, and the M5i.3337-x16, a dual channel card that offers synchronous 3.2 GS/s sampling on both channels, and the full 6.4 GS/s on a single channel. These cards offer 2 GHz bandwidth. For more information, please visit www.spectrum-instrumentation.com

Spectrum Instrumentation, founded in 1989, uses a unique modular concept to design and produce a wide range of more than 200 digitizers and generator products as PC-cards (PCIe and PXIe) and stand-alone Ethernet units (LXI). In 30 years, Spectrum has gained customers all around the world, including many A-brand industry-leaders and practically all prestigious universities. The company is headquartered near Hamburg, Germany, known for its 5-year warranty and outstanding support that comes directly from the design engineers. More information about Spectrum can be found at www.spectrum-instrumentation.com