With conditional television access to be implemented in the metropolises from July 15, viewers can look forward to improved content, new shows and channels. Broadcasting firms are sprucing up content and looking for more to attract subscribers.

STAR TV has added new serials on its premier channel STAR Plus. Zee-Turner is looking at including new channels in its bouquet, and ESPN-STAR Sports is developing new categories. Niche channels like Discovery are developing India-specific content.

"We are looking at adding niche channels to our bouquet to make it more attractive. A golf or a history channel will rope in dedicated viewers," Sunil Khanna, chief executive of Zee-Turner, pointed out.

Zee recently introduced channels like Trends and Reality TV. According to Khanna, additional channels will encourage viewers to opt for an entire bouquet.

ESPN-STAR Sports is looking at things differently. The bouquet will enhance existing sports programmes and build on categories. "We have strong cricket content, which we will enhance by using our experts to draw more viewers.

"We are also looking at acquiring programmes," a company executive said. "We will develop the slots for sports like racing to attract fans. Our channels are also showing a lot of local sports."

SET Max will also acquire movies and shows for the non-cricketing season. Discovery is adding shows and India-specific programmes to attract a new set of viewers.

"Channels will have to offer high quality programmes to attract new viewers. A niche channel like Discovery has a certain viewership that will continue to be with it.