DTH

DTH players capitalize on DAS phase III areas with aggressive campaigns

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/dth-images/2016/01/20/Untitled-1_0.jpg?itok=CGpfyvjt

MUMBAI/NEW DELHI: DTH players like Videocon d2h, DishTV et al have been shouting from rooftops about being DAS Phase III ready for a few months now. And since the DTH sector stands to benefit the most with the cable TV digitisation drive in India, most players have rolled out aggressive advertising campaigns to acquire more customers.

While Videocon d2h expects Phase III to be 50 million TV households in terms of size, the scope for customer acquisition is vast.

More so now with the ongoing High Court cases filed by various multi system operators (MSOs) and cable operators to extend the Digital Addressable System (DAS) Phase III implementation deadline, as many as five states have got temporary respite. With cable operators in several states facing shortage of set top boxes (STBs), the situation proves beneficial to DTH players in acquiring new subscribers in DAS Phase III.

Dish TV, which is the oldest direct-to-home player in the country, has stepped up its campaign following the deadline of the Government for switching off analogue signals in all urban areas covered by DAS Phase III.

In fact, the DTH player has been very upfront about their marketing strategy that capitalises on the confusion over digitisation in Phase III areas, as seen from their latest aggressive campaign titled Dish99. Targeting the Hindi speaking market, the catch phrase for this new campaign reads “Set-Top-Box Matlab DishTV” (Set-Top-Box Means DishTV).

The TVC features popular TV actress Radhika Madan, who is a household name for daily soap watchers, addressing two housewives to tell them that their serials would be off air soon.

When the panic-stricken women ask what they should do, she urges them to switch to Dish TV that offers service starting at just Rs 99 before their analogue signals are disrupted and they miss out on their daily entertainment.

Explaining their current marketing strategy, Dish TV MD Jawahar Goel said, “DishTV’s advertising has always been very pro-active, but the ongoing campaign has been designed in view of the obvious shortage of set top boxes with cable operators. With the deadline of phase III of TV digitisation coming to a close, we aim to capitalise the huge captive user base that will eventually be on digital platform.”

With this product, further, to augment the digitisation drive in Phase III, DishTV has introduced a 360 degree multi-media campaign spanning TV (across leading entertainment, sports and news channels), outdoor, radio, digital, online and direct marketing that leverages the power of popular TV celebrities. This DAS campaign features DishTV’s relatable faces to strike a chord amongst the audience and create awareness about TV digitisation among every household to shift from analog to digital platform,” added another DishTV spokesperson.

Earlier Tata Sky too had rolled out a similar engaging campaign with Kangana Ranaut as its brand ambassador reaching out to people and telling them why they should switch to Tata Sky and enjoy paying for selective channels.

However, Tata Sky points out that their campaign was not intentionally targeted to capitalise the digitisation situation.

Tata Sky CEO and MD Harit Nagpal says, “We didn't do any special campaign and the ads with Kangana Ranaut had commenced last year before the deadline. The ad simply says that if the viewer gives a missed call on the displayed number, Tata Sky will call back for installing their system. Thus, the viewer will save money as well as get the work done.”

The campaign kick started earlier in June 2015, saw itself drawing several eyeballs from both consumers and industry experts by virtue of its casual and conversational style of narrative.

On the other hand, sources share that Doordarshan’s free to air DTH service FreeDish has no plans to step up its publicity or marketing in view of the extension orders by High Courts of the DAS Phase III.

“FreeDish was in a market that was different from the other DTH players as it was a free to air platform. DD generally publicised FreeDish only on its own channels and has no intention of any cross-channel promotion,” a source informs.

It is undeniable that the current situation of DAS Phase III poses an opportunity for several DTH players to provide an easier alternative to consumers and bring them on board as subscribers while cable operators find a solid ground on the digitisation proceedings. What’s more, even as the government has announced 31 December, 2016 as the deadline for DAS Phase IV, it now remains to be seen how DTH players get even more aggressive on the marketing front as the year progresses.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/17/dish-tv800800waldinedy_0.jpg?itok=GCy6NOM8
A tale of two giant mergers and their India fallout

MUMBAI: Two deals shook the world of media and entertainment last week: Disney-21st Century Fox and Dish TV-Videocon d2h. One was all about content and affects the world of media and entertainment globally including India. The second was all about content distribution and platform and impacts the...

DTH DTH Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/16/TV.jpg?itok=9blmvI14
STB import duty doubled to 20%

NEW DELHI: In a fresh bid to boost domestic production under the Make in India project, the Indian government has increased the import duty on set-top boxes (STBs) to 20 per cent, including a host of other electronic items such as TVs sets and smartphones.

DTH DTH Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/dish-tv.jpg?itok=Sm2QtQHV
MIB clears path for Dish TV Videocon

MUMBAI: Even as a new global media powerhouse was created in the US yesterday with Disney’s buyout of Fox's entertainment assets for $52.4 billion, India’s ministry of information & broadcasting (MIB) has cleared the decks for Dish TV and Videocon d2h paving the pathway for the creation of a...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/13/airtel.jpg?itok=9Oi3qBAl
Airtel TV valuation at $1.75 bn as Warburg Pincus picks up 20% stake

Confidence in the TV distribution sector seems to be returning, the OTT euphoria notwithstanding. Bharti Airtel today announced that it has struck a deal with Warburg Pincus under which an affiliate of the global private equity firm will acquire a 20 per cent equity stake in its DTH arm which...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/12/vishal.jpg?itok=N1KIYXUU
Warburg Pincus to buy 20% in Airtel’s DTH arm

Global private equity firm Warburg Pincus will acquire up to 20 per cent equity stake in Bharti Telemedia Limited (Bharati Telemedia), the DTH arm of Airtel, for around $350 million. Of this, 15 per cent stake will be sold by Bharti Airtel and the remaining by another Bharti entity, which holds 5...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/06/goel.jpg?itok=67m_ghdJ
Dish TV reports improved operating profits for second quarter

BENGALURU: Hit by a double whammy–that of demonetisation and the implementation of the new goods and services tax (GST)–Indian media and entertainment (M&E) companies have been struggling to attain and/or maintain black in their financials.

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/29/Saurabh%20Dhoot.jpg?itok=6An_5mK1
Videocon d2h reports another profitable quarter

BENGALURU: Saurabh-Dhoot led Indian DTH player Videocon d2h reported profit after tax (PAT) of Rs 168 million for the quarter ended 30 September 2017 (Q2 FY 2017-18). The company had reported PAT of Rs 12 million for the immediate trailing quarter (Q1 FY 2017-18) and PAT of Rs 148 million for the...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/Tata_Sky_Beauty.jpg?itok=2uJt4gQQ
Tata Sky adds beauty-based interactive channel

MUMBAI: Tata Sky has expanded its interactive channel list by adding Tata Sky Beauty, in partnership with FTheCouch (FTC) Beauty Studio, which is promoted by actor Suniel Shetty. It will feature your favourite actors sharing tips and tricks on makeup, skincare and the latest fashion trends in an...

DTH DTH Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/16/DTH1.jpg?itok=LMILc64e
Sun Direct partners Harmonic to add 80 HD channels

MUMBAI: DTH operator Sun Direct (Sun) has taken up a new HEVC media processing solution from video delivery services, Harmonic, which will enable it to entertain its viewers with 80 extra HD channels.

DTH DTH Operator

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories