TV distribution companies are bundling services to prevent churn, with players like Airtel and Jio offering diverse packages. This strategy aims to retain subscribers amid industry churn, improve customer stickiness, and reduce acquisition costs. For years, Bharti Airtel and Reliance Jio have been offering bundled data and content services to their customers. In the realm of standalone providers, DTH company Tata Play has been bundling linear TV and OTT services, allowing subscribers to access both through a unified billing system.
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