Mumbai : This morning the three main broadcasters have disconnected their services from cable platforms.

A big question for the advertisers. Are they getting the reach that they have paid for?

The action of disconnection of channels by three of the four leading broadcasters, Star, Sony and Zee, has left the consumers in a lurch. Consumers are bearing the brunt of this showdown since they have not been given adequate information by the broadcasters.

Also read : Broadcasters threaten to disconnect their services on large cable platforms

This pull out is affecting more than 40 mn TV households on a weekend, and that too, while the India - Australia match is being played. The cable operators (MSOs under the aegis of AIDCF) stand united in this fight and more cable operators (MSOs) across the country are joining this showdown with the broadcaster to protect the interest of their consumers.

This sudden action also questions the attitude of the broadcasters towards the various stakeholders including the MSOs, LCOs and lastly, but not the least, the consumers. Are the broadcasters not answerable to the advertisers who have trusted them to give them adequate reach for their advertisements? Are they not answerable to the consumers who have loyally watched their channels? Are they also not answerable for the position in which the MSOs and LCOs have reached?