DTH

DTH operators go big on hybrid boxes this festive season

Leading players have stepped up to promote their hybrid set top boxes amid challenge from OTTs.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/10/28/2.jpg?itok=w6xP4gSr

KOLKATA: Leading direct-to-home (DTH) operators are endorsing their hybrid set-top boxes during the festive season. While it’s nothing new for them to piggyback on festivals to attract new subscribers, but this time rather than promoting discounted packages or value-added services, the operators are trying to bring in new perspectives about their products in users’ mind.

Take Airtel India for instance. In its Ab Jo Dekho Bada Dekho campaign, the DTH service provider is running a TVC to promote its Xstream box. The video captures two young consumers discussing “entertainment ke bade duniya” (the larger world of entertainment). The core message of the video is that it is now easy to switch back and forth easily between linear TV and online premium content using Airtel’s new box. 

The Sunil Mittal-led company launched its converged platform last year. With a robust wired broadband base, the company has been upbeat about its bundled offering.

“Homes business segment witnessed revenue growth of 7.3 per cent YoY. We added over 129,000 customers during the quarter to reach a total base of 2.58 million. We re-calibrated our offering and launched Xstream bundles with content and unlimited internet to accelerate penetration. The company signed on many more LCO partnerships in non-wired cities, extending the model to 48 cities,” Airtel stated in its Q2 earnings release.

The market leader in the DTH segment, Tata Sky, has also launched a TV campaign for Tata Sky Binge+. The latest ad highlights how the box meets different consumer needs across age groups. Moreover, it has also taken the influencer marketing route on its social media platforms featuring stars like Sayani Gupta and Rasika Dugal.

However, the cost could be a barrier for these boxes in winning over the masses. In this regard, Tata Sky recently fine-tuned the pricing of its smart set top box Tata Sky Binge+, making it available at a competitive price of Rs 2,999 for new subscribers and Rs 2,499 for existing subscribers opting for an upgrade or a secondary multi-TV connection. On the other hand, Airtel Xstream Basic is available at Rs 2499.

At the beginning of the Covid2019 crisis, the overall pay-TV ecosystem lost subscribers – be they cable operators or DTH players. Even in the first quarter of 2020, DTH subscribers grew marginally by 2.8 lakh. While on one hand, the leading players claimed that their new connection addition rate is back to pre-Covid period, the traditional players have to offer various propositions for consumer retention, especially given the massive OTT uptake during the last six months. Tata Sky, Airtel launching new campaigns for hybrid set top boxes could be a bid to retain their existing customer base in the face of the OTT challenge and also bolster their new subscriber count.

“Hybrid boxes are the future for these players. Youth is moving to digital very fast. In terms of payment mechanism also, it is more expensive for a consumer to pay separately on TV, then for data and OTT platforms; effectively it turns out to be an expense of almost Rs 20,000 per year. The advantage of hybrid boxes is they give all at a very affordable price and conveniently. If you have a mechanism for bundling all those together, it’s a win-win for consumers, DTH players, and OTT platforms and beneficial for the entire ecosystem,” said Elara Capital VP – research analyst (Media) Karan Taurani.

Although it is just the beginning for this segment, with several existing challenges, Taurani also added that there will be a high rate of conversion in future from pure play TV to these boxes. Moreover, the additional trigger will be smart TV growth, which is also going up significantly in recent times.

Currently, the DTH industry has an active subscriber base of 72.44 million paying customers as of 31 March. Tata Sky, with a market share of 32.33 per cent, was leading the segment while Airtel Digital TV had 23.65 per cent of the pie.

(Indiantelevision.com reached out to them for more clarity but they declined to respond.)

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/25/dishtv.jpg?itok=ANj_5Rej
Dish TV India urges its subscribers to #GiftAConnection to help less privileged students

KOLKATA: Dish TV India has launched an emotionally-charged unique initiative titled #GiftAConnection for DishTV and #Donate2Help for D2H. Through these campaigns, the company is trying to make a difference in the lives of thousands of students across India who want to study remotely but are not...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/23/dth.jpg?itok=6jcxnxJy
DTH gains 1 lakh subscribers, Tata Sky extends market share

The DTH sector has added 120,000 new users in July-September quarter to reach the total active subscriber base of 70.70 million. Leading player Tata Sky beat out competitors to once again emerge as the most favoured brand, while also extending its market share to 32.58 per cent from 32.09 per cent...

DTH DTH Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/07/dth.jpg?itok=N5IMbBRi
New DTH guidelines to have potential effect on top operators

KOLKATA: The new DTH guidelines issued by the ministry of information and broadcasting (MIB) can have far-reaching impact on the sector, such as increasing the potential liabilities of incumbents when renewing their licenses. The top four DTH operators are liable to pay Rs 7,700-8,000 crore, credit...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/05/dishtv.jpg?itok=wcehT2ES
‘Scan to help’ feature now available on My DishTV app

KOLKATA: Dish TV India has introduced a new ‘scan to help’ feature for its subscribers for a more convenient television viewing experience. Executed and conceptualised by the first runner-up team of Dish-a-thon 2020 (which happens to be an in-house team- team DishTV), the ‘scan to help’ feature is...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/31/dth.jpg?itok=Jrv7oe8z
MIB amends DTH guidelines, directs players to clear dues for fresh licenses

The ministry of information and broadcasting (MIB) has made amendments to the existing DTH guidelines that will have a wide-ranging impact on the industry.

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/28/tata_sky.jpg?itok=4jFsnvQ5
Tata Sky adds new platform service Astro Duniya

KOLKATA: Tata Sky, India’s leading content distribution and payTV platform has added a new platform service, Tata Sky Astro Duniya, to its vast bouquet of interactive services. Joining hands with Dominiche Productions Pvt. Ltd., Tata Sky Astro Duniya offers curated content created by celebrity...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/26/dish.jpg?itok=aKf9U4cp
Dish TV receives MIB notice for payment of Rs 4,164.05 crore

The Indian ministry of information & broadcasting (MIB) and  direct to home television provider Dish TV have been at loggerheads over this matter for sometime now. And the latter has informed the Bombay stock exchange (BSE)  that the former has brought up its demand to pay up long disputed...

DTH DTH Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/24/dth.jpg?itok=t0pGGZg-
Revised guidelines bring a note of positivity for DTH sector

The government has finally clarified the uncertainties in DTH licensing norms. According to new guidelines, DTH licenses will now be issued for a period of 20 years. Although the latest move may not be game changing for the operators, it has definitely brought a sense of positivity to the sector.

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/21/tatasky.jpg?itok=PtiXPdLW
Tata Sky makes Classroom service free for all subscribers

KOLKATA: Covid2019 has brought about a significant disruption when it comes to classroom learning and education, thereby necessitating the need for virtual learning to be a part of the new normal. In order to adequately equip students across India, Tata Sky is now providing free unrestricted access...

DTH DTH Operator

Sign up for our Newsletter

subscribe for latest stories

* indicates required