(2 April 2010 8:45 pm)

MUMBAI: Airtel Digital TV has mopped up over 2.5 million subscribers and launched its personal video recorder (PVR) to target premium consumers.

"We have crossed 2.5 million subscribers. We have a 25 per cent share in the incremental subscribers. With the next fiscal having a heavy line up of sporting events, we hope to see our growth accelerating," Bharti Airtel director & CEO - DTH Ajai Puri tells Indiantelevision.com.

Puri expects 30-40 per cent of the subscribers to eventually buy personal video recorders. "Globally, 30-40 per cent of the new DTH subscribers buy personal video recorders. And I expect the same trend to follow in India. But yes, it will take a longer time," he says.

Priced at Rs 6,990, the new product has a recording capacity of up to 100 hours and consists of a 160 GB hard disk. The existing Airtel users, however, can avail an upgrade PVR at Rs 5,990.

"The recorder integrates television to mobile phones that will enable consumers to use their cell phones to record television from anywhere. Consumers can also download television programme menu on their cell phones using this special application. The recorder also allows viewers to record, pause or rewind live television," says Puri.

Tata Sky, the joint venture DTH company between Tata Group and Star, has already launched its PVR service.

Will Airtel Digital TV launch HD services ahead of the Commonwealth Games in October? "We are gearing up to launch HD services in the earliest possible time frame," says Puri.