Cable TV Era Fades as Jio Dominates Srinagar, Budgam, and Anantnag Markets

In a significant shift across Kashmir, more than 60% of households in Srinagar, Budgam, and Anantnag have switched from traditional cable connections to Jio Air and Jio Fiber services. This move, driven by Jio’s advanced metro network and superior connectivity, is marking the end of the dominance once held by local cable operators.

Jio’s fiber optic and wireless services have revolutionized the market by offering affordable, high-quality channels and seamless internet connectivity. Unlike cable operators, who often struggle with outdated infrastructure and inconsistent service, Jio provides uninterrupted, high-definition channels. The platform’s free access to numerous channels has further cemented its popularity, challenging the traditional cable TV business model.

Cable operators in Srinagar, Budgam, and Anantnag are facing a major crisis as their subscriber base continues to shrink. Their long-standing practices of charging channels to air on their networks—often labeled as “blackmailing”—have backfired, with consumers opting for more transparent and customer-friendly options. A ground survey indicates that the monopoly of cable TV is nearing its end, with operators in these districts struggling to sustain their businesses.

This trend is not confined to Kashmir; Jio is leading the market nationwide. Its ability to integrate internet and entertainment services on a single platform has made it the go-to choice for urban and rural households alike. In regions like Anantnag, where connectivity challenges were once prevalent, Jio has filled the gap with its reliable network and service offerings.

The preference for Jio reflects a broader change in consumer behavior, as audiences increasingly demand quality, affordability, and convenience. By airing only high-quality and high-viewership channels, Jio has gained widespread trust, further diminishing the appeal of cable TV.

With more households in Srinagar, Budgam, and Anantnag transitioning to Jio, the traditional cable TV model is rapidly losing relevance. The question now is whether cable operators can innovate and adapt or face an inevitable decline.

For the people of Kashmir, this shift represents not just a change in technology but a move toward a more consumer-centric entertainment experience, with Jio leading the way.