MUMBAI: Multi-system operators (MSOs) have been working overtime (or should we say overnight) as the 10-day grace period given to Mumbai's cable operators (by the I&B ministry) towards the implementation of the conditional access system (CAS) comes to an end on 10 September.

Hinduja-owned INCableNet, for one, has visibly stepped up sales and direct marketing activities during the last fortnight or so.

According to an official press note, INDigital has roped in free-to-air music channel MTV VJ Cyrus Broacha to talk about CAS on a 24-hour cable channel called CAS INfo. The on-air promotion was conceived by the INDigital and MTV teams as a means of educating viewers on CAS. The film, which has been produced and directed by MTV, educates viewers on CAS; its benefits; gives details of the features of the Set Top Box (STB); rates and schemes for box purchase; contact numbers so on and so forth.

The note says that "INDigital’s film promos currently running on MTV are witty, smart and catchy. MTV’s inimitable Cyrus Brocha doesn’t disappoint and anchors the promo with ease bringing to it spontaneity, freshness and wit as only he can."

In addition, INCableNet has also been conducting road shows and informative programmes at various societies around Mumbai. This, says the note, is an effort to educate residents on CAS; the potential benefits of STBs; and the transparency that the CAS system will be able to bring in.

INDIgital’s sales and marketing teams have been actively involved in these activities. In fact, on the weekend of 31 August, several senior INCableNet executives literally 'took to the streets of south Mumbai' and participated in the direct marketing activities.

The INCableNet note claims that the response received has been very positive and encouraging with a huge database of prospective STB buyers.

Well, the Shiv Sena - the political party that has been opposing the implementation of CAS tooth and nail - certainly wouldn't agree with this claim.