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MUMBAI: Reliance ADAG’s DTH arm Big TV is beefing up its Marathi content
to ramp up its market share in Maharashtra, which accounts for 20 per cent of
its total subscriber base.
The company has decided to invest Rs 50 million towards acquisition of niche Marathi
content, marketing activities including launch of a TVC, and consumer activation
schemes.
Fuelled by a 25 per cent growth in Maharashtra over the last two quarters, Big
TV is creating a special Marathi cinema showcase on its pay platform, launching
specially designed Marathi packages and acquiring localised content by tapping
into Marathi theatres. The
big idea: to drive deeper into Tier II and Tier III geographies. The company says
it is looking at generating over 40 per cent of its overall subscriber base from
these geographies. Says
Big TV CMO Umesh Rao, “The idea behind creating a special Marathi showcase
is to give our audiences in Maharashtra a world class TV viewing experience at
a value-based price proposition. Through these special Marathi offerings, our
subscribers will gain benefit of a plethora of local programming while continuing
to enjoy their favourite Marathi channels. On the business front, a specially
designed Marathi showcase makes strategic sense enabling us to enhance our regional
yields in Maharashtra across multiple revenue windows.” Big
TV has launched a new Marathi package comprising four Marathi channels - Zee Marathi,
ETV Marathi, Star Pravah and Zee Talkies - for a monthly subscription of Rs 5,
if Marathi is selected as a first language. It has also added a bouquet of Marathi
channels like IBN Lokmat, Star Majha, DD Sahayadri and Mi Marathi to its base
pack. | 
