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Our Bureau

New Delhi May 8 Dish TV has announced a new `holiday' scheme to capture new audiences, led by children. "The idea is to create a huge association with children this summer, with the interesting international content we have acquired," said Ms Anjali M. Nanda, Vice-President (Marketing), Dish TV.

The DTH operator has acquired animation movies such as Cars, Chicken Little, Alladin and Jungle Book, and will be making these movies on demand, available for an extended eight weeks. For a price of Rs 3,990, Dish TV subscribers will get four months subscription to its `maxi package' of 115 channels and 24 free movies to choose from (worth Rs 1,320).

And taking into account children's behaviour of revisiting favourite content, the service provider is allowing them to watch the movies repeatedly during the 8 week, on a season ticket.

The collection also includes Hindi movies such as Makdee, Tarzan the wonder car, Chachi 420, and Munna Bhai MBBS. It is also adding two new games.

Special schemes have worked very well for the Essel Group's DTH operator, says Ms Nanda. While subscriptions rates are currently at 1.5 lakh a month, according to Ms Nanda their sales nearly doubled prior to the World Cup on the back of the marketing initiative. But that was until India's exit from the tournament.

Dish TV, which focussed on creating consumer awareness during the CAS transition, is now concentrating on enhancing distribution. According to Ms Nanda, the company has added about 12,000-15,000 dealers in the last few months, talking its count to 40,000 dealers at present.

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