# TV distributors shift to apps to survive

> Indian TV distributors launch app-based streaming to counter falling pay-TV subscriptions and rising connected TV demand
- Title: TV distributors shift to apps to survive · The Economic Times
- Summary: Indian TV distributors launch app-based streaming to counter falling pay-TV subscriptions and rising connected TV demand Dish TV's Vzy app combines live TV…
- Keywords: dish tv, vzy, connected tv, linear tv, ott platforms, tata play, sun direct, gtpl hathway, trai regulations, pay tv subscriptions, india, distributors
- Source: The Economic Times — https://economictimes.indiatimes.com/industry/media/entertainment/media/tv-distributors-switch-to-apps-to-keep-the-show-going/articleshow/134419240.cms
- Author: Javed Farooqui
- Published: 2026-09-22T18:48:00+00:00
- Read time: 1 min
- Topics: dish tv, vzy, connected tv, linear tv, ott platforms, tata play, sun direct, gtpl hathway, trai regulations, pay tv subscriptions, india
## TV distributors pivot to apps
India's traditional TV distributors shift to app-based delivery as pay-TV subscriptions drop and connected TV grows.

> Technology is changing rapidly, and the linear TV industry must adapt to evolving consumer behaviour and technological innovations.
## Dish TV launches Vzy
Dish TV's Vzy app offers 200+ live channels, 29+ OTT platforms, and free content through connected devices.
## Competitors follow
Tata Play and Sun Direct test similar app-based linear TV services to reduce costs and reach urban consumers.
## Connected TV growth
Connected TV now reaches 62-65 million Indian households and 207 million viewers, tripling since 2022.
## Subscription shifts
Linear pay TV lost 11 million subscribers in 2025 while connected TV gained 10 million.
## Cost savings
App delivery reduces set-top box costs and customer service infrastructure, cutting capital expenditure.
## Regulatory clarity
Trai mandates tariffs for linear channels delivered via connected TV apps, ensuring content remains the same.
## Key takeaway

Dish TV's Vzy app combines live TV with streaming to reduce costs while reaching urban audiences