acquisition cost falls
Acquisition Cost (SAC) during the quarter declined to Rs
2,201 compared to Rs 2,273 in the preceding quarter. "While
the subscriber growth was much higher than the previous
quarter, the marketing expense did not go up as much. This
led to a fall in SAC," the analyst added.
TV MD Jawahar Goel said, While the distribution industry
remained on tenterhooks preparing for digitization, the
third quarter saw the much debated compulsory switch off
of analog television signals take place in key metro markets.
Although lack of execution in Chennai and Kolkata was a
dampener, festival demand coupled with mandatory conversion
in Delhi and Mumbai brought the DTH industry back to the
1 million plus monthly run-rate. DTH garnered around 35
per cent share of incremental additions post the sunset
line with our expectation, we witnessed significant subscriber
uptake around the sunset date of 31st October. Dish TV achieved
the largest share of 28 per cent amongst DTH platforms in
the digitization territories. Dish+, Indias
first standard definition recorder, played its part in differentiating
and attracting consumer interest in a crowded market,
company's Average Revenue Per User (Arpu) grew marginally
by a rupee to Rs 160 due to a price hike in the third quarter,
up from Rs 159 in the previous quarter.
said, A larger base did create pressure on the average
revenue per user which, primarily supported by price hike
in the second quarter, increased marginally to Rs 160. In
the third quarter, apart from the usual additional spends
typically experienced due to the festive season, additionally
this year the companys investments to capitalize on
the digitization opportunity are also reflected in higher
costs during the quarter. A seasonally higher marketing
expense was as per budget. Content cost for the year is
expected to be within the guided range of 12 per cent increase
over the previous fiscal.
TV recently launched Indias first Standard Definition
Recorder, Dish+, with unlimited recording facility.
Dish+ comes equipped with a USB slot and is
positioned at a competitive price compared to non recorder
ready boxes. Dish+ was initially launched in
the 42 cities covered under Phase I and Phase II of digitization
and is now available across India as a value for money differentiator
over other boxes in the market.
a first within the television distribution industry, Dish
TV has launched recharge option through Interbank Mobile
Payment Service (IMPS) through which the subscriber can
recharge his Dish TV account securely and conveniently through
an instant, interbank electronic fund transfer service that
can be initiated only through mobile phones.
the deep penetration of cell phones in the country, money
transfer through them is likely to emerge as a popular mode
of transacting for daily services in the days ahead, the
of Dish TV fell 4.96 per cent to close Tuesday at 73.7 on