Bharti Airtel confirmed "bilateral discussions" with Tata Group for a possible merger of their direct-to-home (DTH) segments, Bharti Telemedia and Tata Play, respectively, on Wednesday.

Reports suggest that this deal is expected to be implemented through a share swap arrangement.

The potential merger would combine Airtel’s DTH business, Bharti Telemedia Limited, with Tata Group’s DTH business, Tata Play Limited. The merger would create a larger and more efficient DTH company, which would be better positioned to compete in the Indian market.

This consolidation is set to benefit Airtel by expanding its broadband and entertainment business, integrating telecom, broadband, and DTH services into a unified offering

Industry experts view that Airtel Digital TV-Tata Play merger as a strategic response to DTH market decline, driven by free-to-air (FTA) and streaming competition. They emphasise the benefits of consolidation,

The confirmation, which came through an exchange filing, a day after reports said Tata Play and Airtel Digital TV were heading towards a merger

"We wish to submit that Bharti Airtel Limited (‘Airtel’) and TATA Group are in bilateral discussions to explore a potential transaction to achieve a combination of TATA Groups

India's satellite TV landscape is set for a major transformation as two leading players move towards a strategic consolidation. With the industry witnessing a steady shift towards digital streaming, traditional direct-to-home (DTH) operators are exploring new ways to stay competitive and sustain growth.

Tata Play and Airtel Digital TV are reportedly in advanced talks to merge their direct-to-home (DTH) businesses, according to an Economic Times report. The merger, which is expected to take place through a share swap,