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Aksh, MTNL announce icontrol innovation for IPTV service

Indiantelevision.com Team

(16 June 2008 1:00 pm)

MUMBAI: Aksh Optifibre, in association with MTNL, launches icontrol for their IPTV service in Delhi and Mumbai.

icontrol is a service that helps to control the TV as per the viewer. The I in icontrol stands for the Interactivity factor prevalent in IPTV. Aksh is adopting a 360 degree approach in promoting icontrol in these two cities.

Aksh's icontrol brand and the logo are designed so as to enable consumers to control the television, to convert the idiot box into a utility box and in establishing two-way communication for the consumer. This means that one requests for a program and one is then delivered the same.

The icontrol brand positioning is TV Is Servant. The base line highlights the core promise of the service to the consumer, control over TV viewing. This campaign is promoted through an integrated marketing campaign comprising of Print, Radio, Website and Outdoor.

Aksh Optifibre MD Dr Choudhari said, " The launch of icontrol comes at a time when subscribers neither have time nor patience to wait and wish for service delivery. Through icontrol, we aim to clear all misconceptions that for viewing IPTV, PC is necessary. This would also help in achieving a wider reach within the nation. The potentials of icontrol are such that it will do to India, what PC did to US"

Aksh Optifibre CEO Satyendra Gupta says, "icontrol has been priced at the new tariff plan of Rs. 100 only, keeping in mind the pocket friendly aspect of icontrol service. This will help us achieve the objective of reaching each home in India".

Aksh adds that icontrol gives subscribers more than 100 channels like Sony, Star and Ten Sports. It also offers video on demandn for a catalogue of over 200 films. There is the option to rewind, fast forward and pause.

It also offers the Time Shift TV feature. This allows viewing as per the subscriber's convenience.