had three big spikes in the year because
of our 'Happy Home,' 'free box' and 'south-centric
hat-trick' offers. We also have the largest
content on offer across genres and languages,"
explains Dish TV COO Salil Kapoor.
TV gathered 113,057 subscribers last month,
taking its total registered base to 5.07
million. The adoption of the DTH market
category in March is around 0.55 million
TV has seen no rise in its marketing, personnel
and content cost for the year, but a depreciated
rupee has worsened its subsidy on set-top
boxes (STBs). "We have brought down
the content cost and kept tight control
over our operational expenses. Our net loss
per box has come down," says Kapoor,
while refusing to spell out the exact figures.
DTH operator's advertising cost would be
lower at Rs 900 million as against Rs 1.02
billion in FY'08. The customer acquisition
cost, though, has gone up from Rs 2000 to
Rs 2500 this year.