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The
global DTH scene is as interesting as the emerging
scenario in India. For example, Rupert Murdoch's News
Corp-controlled British Sky Broadcasting (BSkyB) as
on December 2003 had 7.2 million subscribers and is
one of Murdoch's most profitable ventures.
But
this venture (News Corp owns 35 per cent) bled for
years, while Murdoch poured in millions of pounds.
When it finally did turn profitable, it proved a windfall
for News Corp as BskyB has emerged as the largest
pay platform in the UK with cable TV almost wiped
out.
Aggressive
subscriber acquisition has been a mainstay of BSkyB
is driven by partial subsidies extended on the set-top
boxes (STBs).
The
various packages include the Sky World and Family
Pack at £40, which gives access to over 101
channels, including a range of sports, movies, entertainment,
news and documentaries; Sky Movie World and Family
Pack £34; which offers a choice of all-round
entertainment for all ages and tastes; and Sky Sports
World & Family Pack for £33, which offers
entertainment with the family pack and four sports
channels.
In
the US, a market dominated 70 per cent by cable TV,
Echostar has 9.3 million subscribers, while DirecTV
(again a venture into which News Corp has bought into)
has 10.6 million subscribers. Points out MPA's Vivek
Couto, in case of the US, the DTH market is also driven
by full subsidy that is extended on the STBs so that
the whole pricing becomes attractive for consumers,
apart from other initiatives like content and aggressive
marketing.
As
in the UK, in the US too a DTH platform offers tiered
services depending on the type of content being dished
out by the country's No. 1 digital satellite entertainment
service provider, which uses an advanced satellite
technology to deliver access to more than 225 channels
of programming to homes and businesses that have DirecTV
receiving equipment.
The
basic Total Choice with local channels programming
package, which includes over 125 channels, costs $39.99
per month. The cost to "mirror" that service
to additional receivers in the home (meaning a multiple
TV home) is $4.99 per month per receiver (as long
as the customer keeps all the receivers continuously
connected to the same land-based phone line). The
different sales tax in different states of the US
gets added to the bill.
DirecTV
programming and service features popular networks
like Disney Channel, CNN, ESPN and TNT, as well as
up to 55 pay per view choices a day, including major
Hollywood films and special events. Hit movies start
as often as every 30 minutes and they cost only $3.99
each when a customer uses one's remote control to
order.
DirecTV
also offers professional and collegiate sports subscription
lineup, including NFL Sunday Tickett, NBA League Pass,
NHL Center Ice, MLB Extra Innings, MLS Direct KickM,
ESPN GamePlan and ESPN Full Court.
The
Sports Pack premium service and Total Choice Premier
package deliver sports
action from across the nation. Adult channels like
Playboy TV are available on an a la carte basis, something
that does seem to be possible in India over the next
few years at least.
Nearer
home, in Japan, Sky PerfecTV has 3.11 million subscribers
who are all residential customers. In Korea, SkyLife
boasts of 1.12 million subscribers, while in Malaysia,
the Astro platform has 1.22 million subscribers.
(COMPILED
FROM THE INTERNET AND INDUSTRY)
Also
read:
FAQs
regarding DTH
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