The Telecom Regulatory Authority of India (TRAI) has released the Draft Telecom Commercial Communication Preference (Third Amendment) Regulations, 2026 for public consultation, adding another layer to the ongoing regulatory debate. According to TRAI's official press release, this latest draft regulation comes as the authority continues to address commercial communication preferences in the telecommunications sector. The release coincides with NITI Aayog's confidential meeting with broadcasters scheduled for July 17 to discuss deregulation of India's broadcasting sector, creating a complex regulatory landscape for the industry.
On June 12, the Ministry of Information and Broadcasting released the draft Telecommunications (Television, Radio and Associated Services) Rules, 2026, seeking public feedback by July 27. According to reports from Business Standard, the stated objective is to consolidate six broadcasting guidelines, some dating back to 2001, into a single rulebook under the Telecommunications Act, 2023. However, industry executives are concerned about the regulatory framework's impact on internet-delivered television services, with broadcasters now expressing particular worries about telecom-style regulation being applied to broadcasting services. As reported by The Economic Times, the draft seeks to consolidate existing television and radio authorisation and licensing guidelines under the Telecommunications Act, raising concerns among broadcasters over the proposed application of telecom-style regulation to broadcasting services.
The flashpoint lies in specific definitions within the draft rules. Rule 2(21) defines "terrestrial transmission medium" to include the internet alongside wireline and wireless infrastructure, as reported by ET Telecom. Rule 2(8) defines internet protocol television (IPTV) as a service delivered over a "closed network," which globally refers to operator-controlled end-to-end networks. Rule 26(1)(b) requires television channels to be supplied only to authorized entities for distribution, specifically listing DTH, Headend-in-the-Sky (HITS), cable and IPTV operators. According to The Economic Times, industry executives said the provisions could create ambiguity over the regulatory treatment of internet-delivered linear television services. They argued that Rule 2(21) could bring application-layer services, including internet-delivered linear television offerings, within the telecom regulatory framework, while Rule 2(8) departs from the globally accepted concept of IPTV as a managed-network service.
According to sources familiar with the matter, the July 17 meeting is expected to go beyond the draft telecom rules and address several long-pending regulatory issues. Industry stakeholders expect discussions on the advertising cap, landing-page regulations and possible amendments to the interconnection framework, all of which have remained contentious issues for broadcasters. The landing-page issue, in particular, is expected to receive attention. People aware of the matter pointed to an apparent contradiction, as while NITI Aayog has called a meeting on deregulation, broadcasters believe the ministry is simultaneously moving quickly on the draft telecom rules. According to industry executives, this has created uncertainty over the government's broader regulatory direction. Some stakeholders believe the government's longer-term objective has been to create a common regulatory framework covering broadcasting and digital media, pointing to the now-withdrawn Broadcasting Services (Regulation) Bill and the subsequent draft telecom rules as part of that effort.
Broadcasters and streaming platforms argue that internet-based distribution should remain outside the conventional broadcasting framework designed for physical carriage networks. As reported by Business Standard, their position is that DTH and cable licenses exist because operators control scarce infrastructure including spectrum, satellite capacity and last-mile cable networks. They contend that applying the same compliance requirements to app developers would impose heavy burdens on services using existing internet capacity rather than operating licensed networks. The consultation comes at a time when broadcasters are grappling with slowing subscription growth and pressure on advertising revenues as audiences increasingly shift to OTT platforms. While broadcasting carriage is regulated by TRAI and content by the information and broadcasting ministry, OTT content is currently governed under the self-regulatory framework prescribed under the Information Technology Rules, 2021. Based on submissions to TRAI on pricing fairness and the ministry's effort to consolidate broadcasting rules, regulators appear to be moving towards treating channels consistently across platforms, though the final approach remains uncertain and could emerge through revisions to the draft rules or TRAI's recommendations.
