The broadcast business is as yet reeling under the effect of the New Tariff Order (NTO) of the Telecom Regulatory Authority of India (TRAI). Zee Entertainment Enterprises Limited (ZEEL), one of the largest and leading broadcasters, has seen a colossal growth of 46 per cent in its subscription. Prathyusha Agarwal, Chief Marketing Officer, ZEEL, said in a media briefing that, "What TRAI has done splendidly in making uniform evaluating system and transparency in the segment. Presently viewers are progressively mindful and their television viewing conduct has changed a lot." After stating that about 50 per cent of the channel's viewership originates from its territorial portfolio, Prathyusha included, "Pan India basis, TV viewership experienced 1.30 per cent YOY growth in the first quarter of this financial year and then among the leading broadcasters, ZEE has picked up the most extreme growth of 2.4 per cent in post NTO scenario over third quarter of the last financial year."