WWIL expands cable network to Eastern UP

MUMBAI: Wire and Wireless (India) Ltd has launched its operations in five towns of Eastern Uttar Pradesh, expanding its reach – hitherto dominated by Den Networks – in the state.

The company has launched services, under its multi system operator Siticable, in Sultanpur, Ghazipur, Azamgarh, Bhadohi and Mau. These new towns have been tapped to extend company’s reach further in the Hindi speaking heartland of India.

Sultanpur is a TAM town, while Azamgarh and Ghazipur are proposed TAM towns. The addition of these towns will further consolidate WWIL’s presence in Eastern UP or Poorvanchal as it is popularly called.
Initially Siticable will provide more than 100 channels to consumers at competitive prices. Along with the national television content, Siticable Network’s prime focus will be on providing region specific content and local channels which are popular with local population, the company said in a release.

The MSO has a presence in over 54 cities across the country. The main reason behind its eying acquisitions in the TAM markets is that such markets influence TV ratings and thus fetch high carriage fee for MSOs.

WWIL, which is targeting a revenue of Rs 3.4 billion in the fiscal year 2010-11, is expecting to be Ebitda positive for the full-fiscal, and the move to expand in UP is a part of the growth strategy. The Siticable network will be providing the opportunity to the local people for showcasing their talent on Regional and National media platforms. 
Announcing the launch of the services, WWIL CEO Sudhir Agarwal said, “The launch of Siticable Television is a part of our commitment to offer consumers the best television viewing experience. As a leader in cable television space, we have always been in the forefront - in technology or reaching out to new markets and consumers. Our commitment is to provide a win-win proposition for both consumers and our business partners.”

Agarwal further added, “We are thankful to our business partners for improving our last mile connectivity for delivering content to consumers. Siticable Network plans to expand its cable television network to more districts across Uttar Pradesh along with digital services in the coming months.”

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