DD appoints marketing agency for DTH service

NEW DELHI: Pubcaster Doordarshan, proposing to launch its free KU-band direct-to-home television service on 15 August, expects to seed the market with over 10,000 boxes before the launch date. Some boxes would be sold, while a bulk would be distributed free. It has also appointed a marketing agency towards the purpose.

Pointing out that the launch of DD Direct -- as the DTH service has been christened -- would be a "soft" one, bereft of hype associated with such initiatives in the broadcast industry, Prasar Bharati CEO KS Sarma told today, "We expect to have distributed 10,000 boxes -- needed to access the DTH service -- by mid-August and the vendor for the boxes has intimated us that the effort would be to sell additional boxes."

According to Sarma, DD has also appointed a marketing agency to have the set-top boxes for the DTH service to be sold through outlets in various cities. "If the promise of the vendor comes through, then about 20,000 boxes would be sold over the period." The price of the boxes has been kept nominal, Sarma added.

The launch of the DD Direct, to be beamed through NSS6 satellite, had been a matter of speculation for sometime in the government and industry circles for various reasons. One being whether the present Congress-led government would finally go ahead with the launch of the DTH service.

Though Prasar Bharati, which manages DD and sibling All-India Radio, had made an offer to private sector TV channels to come on board the DTH platform, the response had been lukewarm. Most of the Hindi-language entertainment channels have preferred to keep away. But on the other hand, some popular South Indian language channels, including two from the Sun TV family, have agreed to be part of DD Direct, which also has Star's free-to-

air Star Utsav.

Sarma said that DD Direct would be launched with 17 channels, including private channels, but admitted that no Sony channels are part of the bouquet.

DD had decided last year to launch a KU-band DTH service as part of its expansion. A feasibility study undertaken indicated that it would be a costlier affair to expand terrestrially and so the DTH mode was opted for especially keeping in mind border areas and north-eastern parts of the country where both terrestrial and cable TV signals are either fuzzy or do not exist at all.

The Cabinet Committee on Economic Affairs (CCEA) in October last okayed pubcaster Doordarshan's forays into DTH television service and gave a nod to government assistance amounting to Rs 1,650 million in the first phase.

The assistance was to be disbursed over a period of three years starting from the current financial year. The one-time cost of installation of hardware would be approximately Rs 6,000, which is also expected to come down to Rs 3,000.

The CCEA had also approved, in principle, a proposal that after three years, DD can "go pay" with its DTH service to generate additional revenue for keeping up the service. By "going pay" means that subscribers would have to pay a monthly subscription for the service as they would pay for any other DTH service in the country.

DD initially plans to distribute 10,000 TV sets and dish antennas free-of-cost to public institutes like village panchayats, some educational institutions and NGOs.

At the moment, there is only one DTH service in India, Dish TV, which is promoted by Subhash Chandra's companies. The Tata-Star combine are awaiting a clearance from the information and broadcasting ministry for its proposed DTH service.

Latest Reads
Business news most benefited genre in Chrome DM week 24

With a growth of 1.24 per cent as compared to last week (23), the business news genre marked the highest opportunity to see (OTS) among all categories in week 24. Zee Business gained the highest OTS with 84.3 per cent in six metros, according to the data compiled by Chrome Data Analytics and Media...

Television TV Channels Viewership
Zee TV to launch the third season of 'India's Best Dramebaaz'

MUMBAI: Locked in a see-saw battle with Colors for top billing in the Hindi GEC space, Zee TV has made its latest move. The Puneet Goenka-led channel's latest offering to the Indian audiences is season three of 'India's Best Dramebaaz'. Having enjoyed a successful run during the first two seasons...

Television TV Channels GECs
Sony to soon launch Indian Idol season 10

MUMBAI: Indian Idol, one of Sony’s most acclaimed reality shows, is all set to come back on small screen with its tenth installment. Considering that all its previous seasons have done exceedingly well, there are great expectations this year as well. Sony has released its first promo, captioned #...

Television TV Channels GECs
VIVO IPL: VIVO IPL on Star Sports register highest ever engagement

Revolutionizing the way, the world experiences VIVO IPL, Star India reimagined VIVO IPL in to a six-month fiesta instead of just a two-month tournament. Keeping fans at the heart of the experience, Star India used the confluence of technology, consumer insight, and experience in cricket coverage,...

Television TV Channels Sports
Abhishek Upadhyay joins &TV as marketing head

Abhishek Upadhyay, who headed marketing for OLX, has been appointed marketing head of &TV, the Hindi language GEC channel of Zee Entertainment Enterprise Limited (ZEEL).

Television TV Channels People
Saral Jeevan adds three new programs to its prime time offering

Saral Jeevan, a Kannada infotainment channel, is launching three shows today. While one of them is season two of Jnanapada (based on folk songs), the other two programs are based on factual content. With a focus on non- fiction programming like history, mythology, travel and insights from Indian...

Television TV Channels News Broadcasting
Discovery joins hands with BYJU’S for quiz show

Discovery Communications India and BYJU’S, the Learning App, has joined hands to launch a school quiz show called the Discovery School Super League.

Television TV Channels Factual & Documentary
Time Warner to be renamed Warner Media, Turner CEO exits

AT&T announced on Friday, its first full day of owning Time Warner, that the operating businesses in the $85 billion acquisition will be contained in an entity called WarnerMedia. The names of the operating units - HBO, CNN, Warner Bros., TNT, etc. - will stay the same.

Television TV Channels People
This special musical video follows Bani J tirade against trolls as a part of ‘Trolled’ series on RISE by TLC

After a power packed punch by Bani J to the misogynistic trollers, comedy sensation Mallika Dua is all set to fire back with her quirks and wits and show the internet hate its place. This will be the second short format music video under the ‘TROLLED’ series and will premiere on Rise by TLC, a...

Television TV Channels Factual & Documentary

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories