(5 July 2010 10:10 pm)

MUMBAI: Dish TV, India's leading direct-to-home (DTH) operator, has decided to continue with Shah Rukh Khan as its brand ambassador.

The renewal of SRK's contract comes in a year when Dish TV is expecting to load in 2.5 million new subscribers.

“We have decided to renew the contract with Shah Rukh Khan,” Dish TV MD Jawahar Goel told Indiantelevision.com.

Bollywood superstar Khan has been the brand ambassador for Dish TV since its inception in 2007.

In December 2009, Dish TV had unveiled its new brand identity with a new positioning - “Ghar Aayi Zindagi”. Earlier, it was “Wish Karo, Dish Karo” and “Sabse Jyaada”.

Dish TV will be spending approximately Rs 900 million towards marketing and promotions this fiscal, according to industry sources.

Other DTH operators also have stars like Aamir Khan (Tata Sky), Kareena Kapoor-Saif Ali Khan (Airtel Digital TV), Hrithik Roshan (Big TV) and Abhishek Bachchan (Videocon d2h) as their brand ambassadors.

The DTH industry will spend Rs 6 billion this year to market and promote their services.