(10 October 2005 6:00 am)

MUMBAI: Anil Ambani has changed the name of his direct-to-home (DTH) venture to Reliance Bluemagic, following objections by the Rupert Murdoch-owned News Corp to the word 'Sky.'

"We have renamed the venture as Reliance Bluemagic. We wanted to have a different identity from T-Sky, the brand name of Tata Sky," ADAE business head for DTH project Arvind Kumar Narang tells Indiantelevision.com. Tata Sky is the 80:20 joint venture between Tatas and the Star Group.

Reliance has indicated to Isro that it wants to start by mid-2006 with six transponders on Insat-4 series, which it plans to ramp up over a period of time. "We are progressing with our plans and have a schedule in mind," says Narang.

Meanwhile, the introduction of T-Sky DTH services will get further delayed with Insat-4A now scheduled to launch only in December. The first launch was planned in August-end which was later pushed to November.

The DTH market will get crowded with four players - the Subhash Chandra-promoted Dish TV, Prasar Bharati's DD Direct, Sun Direct and T-Sky - already in the fray. With Reliance and BPCL also interested in the business, India would be a unique market with several operators. Internationally, this is restricted to just one or two players depending on the size of the market.