Over the last few years, the Telecom Regulatory Authority of India (Trai) has been on a crusade. This crusade was meant to shield the TV-watching consumer from the cloak and dagger tactics of the broadcast and cable services industry.

The problem, as the regulator saw it, was simple—broadcasters and distribution operators transmit hundreds of television channels to subscribers. Despite viewers only watching a few select channels—say, sport or news—they have little choice but to subscribe to and, therefore, pay for the entire gamut.