The Hindu Business Line : Dish TV upbeat on CAS entry

The metro-game is set to change drastically once Delhi, Mumbai and Kolkata shift to conditional access system, says Mr Arun K. Kapoor, Chief Executive Officer, Dish TV, the DTH (Direct-To-Home) television channel provider.

According to Mr Kapoor, when televisions in houses without set-top boxes in the three metropolitan cities face a blackout as expected on December 30/31, it will mark the start of a race between DTH and cable operators for the markets.

The `metro story is evolving,' and the fight is going to be spread over the top 50 cities. Mr Kapoor is confident on the outcome as far as Dish TV is concerned.

Dish TV has its strengths in the top 50 cities, which include a major chunk of the semi-urban and rural centres - the `cable TV frustrated' markets where Dish TV launched its services early. Now with CAS to be introduced in the metropolitan cities it is well set to take a significant chunk, he said.

To invest Rs 500 cr

Talking to reporters here on Thursday on the company's plans, he said that over the next 18 months, Dish TV is set to invest over Rs 500 crore on upgrading infrastructure, the DTH boxes and satellite capacities. This will be in addition to the Rs 400 crore it has invested previously.

But the differentiator is not the technology but the service, sales and distribution network and content, he says.

All these areas are being addressed.

The company is tripling its sales and distribution network, providing more value added services - when watching cricket, the viewer has choice of multi-language commentary, statistics at the touch of a button and reviewing highlights at will. Also, electronic programming, movies on demand and if the customer is shifting houses the DTH box can be carried along. "You cannot beat this," says Mr Kapoor.

On content, Dish TV is hoping to bring in niche channels including hobby and lifestyle channels. It is also in discussions with broadcasters to create customised content. Even if that is shared with other DTH service providers, it will be for a price, he said.

As more DTH service providers come into the market, 2007 is bound to be a watershed year that will see DTH come into its own, he said.