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Our Bureau

Hyderabad , Feb. 3

IDEA Cellular Ltd and TV9, a Telugu channel, have come together to host a quiz based programme called Idea IQ that offers a host of exciting prizes for Idea Cellular subscribers. This programme is to be anchored by Ms Deepti.

Speaking to newspersons today, Mr Pradeep Srivastava, Circle Head, Idea Cellular, said: "Television has a wide reach and we felt that the best way to reach out to our customers is through this medium and with TV9. This will help in building long-term relationship with customers."

He added that the focus of telecom operators had shifted over the years. From mere customer acquisition, it has now moved over to customer relationships and building loyalty programmes for retention.

Initiatives like this have been taken up to build on the existing customer relationship.

"We added about 32,000 subscribers in December and expect to add about 40,000 subscribers in January and cross 600,000 users."

This programme will be telecast on TV9 and a five-minute capsule with questions will enable Idea users answer them via SMS.

Meanwhile, TV9 has drawn up ambitious plans to roll out five regional channels and an entertainment channel during the course of this year.

Mr Ravi Prakash, CEO, said: "TV9 has managed excellent viewership in about a year of its launch (it was launched on February 6, 2004). Based on the success, we plan to launch a series of channels that would cater to viewers in their local language with content that meets their requirements."

The first off the block would be a Kannada channel to be launched shortly. This would be followed by a Bengali channel.

"We also expect to launch a channel each in Mumbai, Chennai and later in Delhi. The Delhi-based channel would cater purely to the metro."

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