Prof. Isaac Jacob, Professor Emeritus - Marketing, K J Somaiya Institute of Management, shared his thoughts in an article titled 'TRAI recommendations on the formulation of National Broadcasting Policy 2024 bring relief for OTTs' published in CNBC TV 18.

The article sheds light on how TRAI's June 20 recommendations excluded OTT service regulations, relieving stakeholders and supporting industry growth through self-regulation and creative freedom. Professor Isaac emphasised that non-regulated OTTs encounter significant challenges as well. He explained that, from an advertising perspective, non-regulated OTTs pose a risk of misleading customers with unverified claims despite the advantages of agility and creative freedom.