(21 June 2008 1:00 pm)

MUMBAI: Asian satellite operator Asiasat and the Essel Group have announced the signing of an agreement for the use of multiple C-band transponders on AsiaSat 4 for a new digital Headend-in-the-Sky (HITS) delivery platform to distribute pay TV signals to all cable operators, serving millions of cable homes throughout India.

Indiantelevision.com was the first to report that Wire & Wireless India Ltd's (WWIL) HITS platform would sit on AsiaSat 4. Zee group's Dish TV holds the licence for HITS while the operations will be under WWIL.

Through this platform on Asiasat 4, cable operators can receive up to 150 digital television channels which will give a great impetus to the digitalisation of the cable networks in India.

HITS is a delivery model that allows cable operators to sell a readily encrypted digital package of channels received from a single satellite to their subscribers. This arrangement will enable the cable operators to offer a greater choice of channels with a small investment.

WWIL, a Zee group company, plans to convert its existing analogue cable service to digital through this delivery mechanism in all the existing and targeted new cities across India.

Speaking on the development, an Essel Group official spokesman pointed out that digitalisation of cable services is on the highest priority list of the Government and is likely to be the face of the new cable industry in a country with over 70 million cable and satellite homes.

“As a leader in digital cable space, we strongly believe in introducing a new level of products and services for our enhancing the TV viewing experience for our consumers. The latest offering is in tune with our commitment to provide a win-win proposition for the local cable operators and subscribers.

" Our tie-up with AsiaSat 4, a high performance satellite with exceptionally high power and superior look angle, will be an ideal platform to support the country-wide implementation of Hits” says the spokesperson.

Asiasat CEO Peter Jackson says, “We are extremely pleased that the Essel Group has selected Asiasat 4 as its prime satellite platform for its Hits project across India. We are excited to support Essel Group to become the first in India to launch HITS, and to play a major role in WWIL’s strategy of digitising its cable infrastructure and extending its distribution services to all cable operators throughout the country”.

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