The Hindu Business Line : DD-MIRC Electronics tie-up to promote Direct Plus channels

These channels are free-to-air and currently available only through a cable connection. This is the first time in India that a national broadcaster and a leading consumer electronics company have tied up to co-promote their products.

The recently launched Igo DTH (Direct To Home) TV has an in-built DTH receiver that enables the viewer to receive 33 free-to-air television channels as well as 12 AIR FM radio channels without a cable connection.

This cutting edge digital technology not only provides better reception quality but also saves the consumer from buying a separate set-top box and recurring cable connection charges.

According to Mr Nilesh Mazumdar, Igo's General Manager - Sales & Marketing, "The Igo brand has been working towards the betterment of the rural/low income group consumer by offering value-added products with latest technology and high quality at most affordable price points."

Prasar Bharti and Igo TV will promote the DTH concept through a series of joint marketing campaigns for a period of two months.

In the first phase, 92 districts in of Madhya Pradesh, Gujarat, Bihar, Uttar Pradesh, Chhattisgarh, Jharkhand, Rajasthan and Maharashtra will be covered. These States currently have low cable and satellite connection.

Mobile van promotions and rural mela participation will be undertaken extensively where the consumers can experience DD Direct Plus channels. On-ground support staff will interact and educate the audience, demonstrate the features of the television and the broadcast range of DD Direct Plus. Various outdoor activities such as wall painting, hoardings and bus shelters will also be undertaken during the promotional month.

Speaking on the tie-up, Mr Navin Kumar, Director General of Doordarshan, said: "This tie-up will not only help us spread the awareness of DD Direct Plus channels, but also enhance the reach and penetration of Doordarshan to extreme remote areas and amongst lower income households, who cannot afford huge monthly cable bills"

Igo has an all-India market share of around three per cent. It has a has strong presence in Uttar Pradesh, Madhya Pradesh, Rajasthan and Kerala where it has market share in excess of eight per cent.