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Airtel is likely to acquire Tata Play at a valuation comparable to the recent deal with Temasek, sources close to the matter revealed. Initially, Tata Play had planned for an initial public offering (IPO) and even filed for one in 2022, but the plan was shelved last August.
Launched in 2006, Tata Play currently boasts 20.77 million subscribers, securing a 32.7% share of India’s direct-to-home (DTH) market, according to data from the Telecom Regulatory Authority of India (TRAI) for March. Bharti Telemedia, which operates Airtel Digital TV, holds a 27.8% market share, positioning it as the second-largest player in the sector.
While the broader DTH industry faces challenges, Airtel Digital TV has managed to grow its subscriber base, adding 190,000 net users in the June quarter, marking three consecutive quarters of growth. Meanwhile, cash-strapped competitors like Dish TV (20.8% market share) and Sun TV Direct (18.7%) are struggling to expand.
Tata Play Broadband, marketed under Tata Play Fibre, has 480,000 subscribers. Airtel Digital TV has established a strong presence in regions like southern India, Maharashtra, and West Bengal.
Strategic Implications
Industry analysts see the acquisition as a significant move by Airtel to counter Reliance Jio’s aggressive strategies in content and distribution. “This deal is about convergence,” said one expert. “Once telcos enter a customer’s home, they can offer bundled services—DTH, broadband, and IoT—securing customer loyalty while potentially offering content for free.”
However, challenges remain, particularly around valuation. Global DTH businesses have been facing headwinds, and analysts expect Airtel to push for a discount, citing the industry’s stagnation and the capital requirements for Tata Play’s broadband expansion.
Challenges ahead
Tata Play’s financial situation has worsened, with its consolidated net loss widening to Rs 353.8 crore in FY24 from Rs 105.25 crore in FY23, according to filings with the Registrar of Companies. The DTH segment alone reported a loss of Rs 247 crore, compared to a Rs 20 crore profit the previous year. Revenue dropped by 6.1% to Rs 3,982.57 crore.
In contrast, Airtel Digital TV reduced its net loss to Rs 76 crore in FY24 from Rs 349 crore the previous year, with a slight increase in revenue to Rs 3,045 crore.
Operational hurdles tied to the merger are also anticipated, particularly in satellite infrastructure. Airtel relies on SES satellites, while Tata Play uses GSAT. Consolidating these platforms could be costly and may risk customer churn, as seen in Dish TV’s merger with Videocon d2h, which operated on different satellites.
Moreover, the telecom industry is grappling with large pending licence fees. Bharti Telemedia faces potential liabilities of Rs 5,580 crore, with Rs 3,426 crore already provisioned. Tata Play, too, has received demand notices amounting to Rs 3,628 crore, including Rs 1,401.66 crore in interest. The outcome of these legal battles could impact the final deal terms.
Otherwise, the pay-TV sector has been undergoing significant consolidation, spurred by the merger of Disney with Reliance-owned Viacom18. The newly merged entity is expected to wield considerable influence over content distribution and advertising.
As the DTH industry faces increasing pressure from over-the-top (OTT) platforms, Airtel’s potential acquisition of Tata Play could be a pivotal moment, helping Airtel better compete with Reliance Jio’s growing dominance. All eyes are on the final valuation and the operational challenges ahead.
