Cable TV

Hathway launches campaign for new channel packages

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/cable_tv_images/2015/02/03/Hathway%20Midday.JPG?itok=_QrciStR

MUMBAI: Multi system operator (MSO) Hathway Cable & Datacom is out on a mission: to educate cable TV subscribers about their new power - ‘The power to choose.’ And to spread this message the MSO has come out with three TVCs, print ads and radio jingles. 

The campaign will use multiple media to inform and educate consumers about the different packages that the MSO has created. The move comes in the wake of broadcaster Star India's decision to enter into only Reference Interconnect Offer (RIO) deals with MSOs. 

The five packages for Maharashtra that have been rolled out by Hathway include: 

· Basic Pack priced at Rs 158: This will have the best of all the free to air channels.

· Starter priced at Rs 230: This will have best of Hindi entertainment and a variety of kids, music, infotainment, lifestyle, spiritual, regional, radio and games. 

· Popular priced at Rs 289: This will have channels from Starter pack + sports (all cricket, best of English news and a variety of other genres).

· Premium priced at Rs 349: This will have channels from Popular pack + bets of English entertainment and a variety of other genres + free top up of any one Sun language package.

· Premium Plus priced at Rs 419: This will have channels from Premium pack + sports (football, all English Entertainment, news, best of all genres + free top up of any two Sun language package. 

Conceptualised and created by Gasoline, while one of the TVCs has life reference, the other two are animated. Speaking to Indiantelevision.com, Gasoline founder and chief creative officer Anil Kakar says, “The brief given to us was that the MSO wanted the power of choice to be in the hands of consumers.” 

The campaign highlights the five different packages as well as the a la carte prices being offered by Hathway. 

Incidentally, the work on the campaign started in October, which is the same time when Star announced its plan to enter into RIO deals. “While the client wanted life reference, we wanted to bring in animated characters. The reason being that while the message is hard selling, animation makes it light,” informs Kakar. 

The ad film draws an analogy from contexts wherein a consumer makes a choice. For instance, the first film opens on a lady buying a soap in a soap store. The salesman is seen pushing various soap brands on offer. The lady quips, ‘You aren’t trying to sell the whole store, are you?’ and smiles. Cut to a CG section wherein we see a host of channel logos and a voiceover, which says, ‘We choose everything in life, why not television channels?’  

The strategy is to communicate the cost-effectiveness of a Hathway package subscription. The campaign extends with a couple of animation films, which demonstrate how a subscription is reasonably priced vis-a-vis other things in life. In the first film, we see a young character in a cafe going through his mobile bills, only to find his café bill more expensive, thus communicating the fact that a monthly subscription to a Hathway channel package is still cheaper than two cups of coffee and a sandwich.

The radio spot extends the idea further with a groom who is choosing a bride and in another, a waiter rattling off the menu in a rapid-fire sequence. The radio jingles have been co-produced by 94.3 Radio One. 

The print ad is topical and captivating. It reads: ‘You have chosen your Prime Minister. You have chosen your Chief Minister. Now choose your Hathway channel package.’

While the TVC will be aired on the Hathway channels, radio ads will be played in Kolkata, South Indian states (except Chennai), Mumbai and Delhi and the print ad will also be published all over India in the mainline newspapers. 

“The campaign has been designed to ease the life of cable operators, who are facing issues in informing consumers about the packages and its pricing,” concludes Kakar.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/ashok_manshukani.jpg?itok=GH7Yg4f4
Ashok Mansukhani bids adieu to NXTDigital

KOLKATA: Ashok Mansukhani is departing from NXTDigital putting an end to a 24 year long association with the Hinduja group.The industry veteran will retire on 30 September.  According to a BSE filing, his term as managing director and key managerial personnel was extended on 29 April 2020  until...

Cable TV Multi System Operators
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/14/tt.jpg?itok=0RbWQvQ0
TRAI’s Arvind Kumar prescribes broadband medicine for MSOs & LCOs

Digital is it. Across the country, and age groups, Indians are getting online, and consuming more high speed broadband data than ever before, whether it is for entertainment, education, commerce or banking.

Cable TV Multi System Operators
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/13/arnab800x800.jpg?itok=q6_TWq17
Arnab Goswami on counteroffensive after Sena ban threat; implores viewers

Mumbai: Arnab Goswami is fighting back. Like he probably has never done before. Yesterday, he reached out Republic TV and Republic Bharat viewers imploring them to not allow the Shv Cable Sena’s order to cable TV operators to stop  carrying both the channels on their networks.

Cable TV People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/12/r.jpg?itok=sPLITby8
Shiv Cable Sena asks cable operators to ban Republic channels in Maharashtra

Amid rising political tension in Maharashtra,  the Shiv Cable Sena, an affiliate to Shiv Sena, has asked the cable TV operators to ban Republic Media Network in the state. 

Cable TV Local Cable Operators
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/08/nxt.jpg?itok=Ptny8Dvj
NXTDIGITAL’s revenue grows by 3.4% to Rs.234.82 crore in Q1

KOLKATA: NXTDIGITAL announced its results for the first quarter of the current financial year – a quarter that was significantly impacted by the Covid2019 pandemic. Against this challenging backdrop, the company continued its growth story, with revenues for Q1 standing at Rs. 234.82 crores.

Cable TV Multi System Operators
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/03/meghbela_broadband.jpg?itok=ElSDj5iE
Meghbela Broadband partners with MyBox to bring Android TV experience

KOLKATA: Meghbela Broadband, one of eastern India’s largest multi system operators (MSOs) and internet service providers (ISPs), has launched Android TV services to its customers through MyBox Android TV box. Customers with six-twelve months commitment plans will get an offer on Android Box. The...

Cable TV Multi System Operators
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/03/trai-story.jpg?itok=XWhK54bO
MCOF raises questions on Hathway, Den pushing existing STBs under Jio brand

Maharashtra Cable Operators’ Foundation (MCOF) has flagged off several unethical practices in the television distribution segment. In a letter written to the Telecom regulatory authority of India (TRAI), it has alleged that some multi system operators (MSOs) are violating rules and taking the...

Cable TV Local Cable Operators
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/20/nxt.jpg?itok=z25kFJ_P
NXTDIGITAL reaches out to new consumers

KOLKATA: As the country gears up to welcome Lord Ganesha, NXTDIGITAL, the media arm of the Hinduja Group, has launched a consumer connect program – ‘Ganpati Bappa Morya’ to spread the message of joy and safety amidst the global pandemic. 

Cable TV Local Cable Operators
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/14/cable.jpg?itok=StlSffMZ
MSOs see recovery in subscription collection post lockdown

At the beginning of the Covid2019 crisis, distribution platform operators (DPOs) witnessed a sharp drop in collections from subscribers. After months of lockdown and controlled movements, major multi-system operators (MSOs) are seeing stability in their collections from June end.

Cable TV Multi System Operators

Sign up for our Newsletter

subscribe for latest stories

* indicates required