Maran is building his DTH empire on one key proposition: pricing. Mopping up two
million subscribers in his home turf, Maran expects to taste success in the northern
pockets of the country with the very same recipe.
recently with Hindi content and sports channels, Sun Direct has launched in Mumbai
and will be quickly moving to other markets as a pan India direct-to-home service.
The target: six million subscribers by FY'10.
Direct plans to invest Rs 35 billion in the venture over two years, out of which
Rs 20 billion will have been consumed by the end of this fiscal. A large chunk
of this will be towards providing set-top boxes (STBs) free.
Astro has taken a 20 per cent stake in the company for Rs 5.90 billion. Sun Direct
is a zero-debt company and there are no plans to raise further money through dilution
Direct's ARPU (average revenue per user) is the lowest among all the DTH operators,
ranging between Rs 85-90. But the costs are tightly controlled and the company
hopes to break even in six years.
an interview with Indiantelevision.com's
Sun Direct COO Tony D'Silva speaks about the company's ambitious growth plans.