Indian DTH provider, Dish TV, has launched the Zing brand for regional markets and is planning to invest over Rs 70 million (USD1.1 million) on marketing campaigns. The new Zing packages are priced at Rs 175, Rs 249 and Rs 349 and will initially be rolled out in West Bengal, followed by Gujarat and Maharashtra. “With more than 10 to 12 million analogue television homes in West Bengal to be digitised in Phase III and IV, we would like to grow our business here,” said Dish TV CEO, R C Venkatesh.
In the Phase I cable digitisation in Kolkata, Dish TV claimed that it has over 28% market share of the DTH market, and now has a subscriber base of around 11.8 million across India. Salil Kapoor, Chief Operating Officer at Dish TV, added that Phase III and IV of digitisation will see roughly 90 million viewers moving from analog to the digital platform. “Our aim is to tap those consumers in the smaller centres looking for local regional content at a lower price,” said Kapoor.
Dish has also launched a movie-on-demand service, Dish Box Office, offering half-a-dozen movies through the day instead of just one movie on demand now. “As the reach of this offering is comparable to any movie channel, we hope to reach at least 50% of our active subscriber base,” said Kapoor.
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