"Television was introduced in India in 1959 but for many years it was limited to state-owned broadcaster Doordarshan, which had one channel with twice-weekly, one-hour programs. However, there has been a marked shift in the television entertainment options available in India today, with 48 paid-for broadcasters, an estimated 60,000 cable operators, 6000 Multi System Operators (MSOs) and six pay direct-to-home (DTH) operators, all in addition to the public service broadcaster – Doordarshan. In total, there are over 850 TV channels registered with the Ministry of Information and Broadcasting. 2016 witnessed the arrival of a revolution in content consumption in India, with the entry of OTT (over-the-top) media services. OTT content is defined as the “productized practice of streaming content to customers directly over the web.” This has marked a big shift from the traditional tune-in, “consume-what-you-are-fed” model of conventional terrestrial, cable or satellite dish television, towards a new on-demand era of choice. Given the OTT boom, 82% of users in the Indian market are currently engaged on free-to-view, advertising-led videoon-demand platforms (like YouTube), compared to the 18% who pay for content on subscription-led video-on-demand services (such as Netflix and Amazon Prime). There are many factors that have been conducive to the on-demand model in India, the foremost being the growing penetration of internet and smart phones." (Introduction)