The Hindu Business Line : ‘DTH to lead digitalisation of TV’

Chennai, Feb. 14 DTH or digital satellite television service is set to emerge as the clear winner among the various pay TV technologies and is likely to lead the digitalisation of TV in India.

A proven, superior technology, value-added services, professional customer service and all-India coverage at low incremental per subscriber cost were some of the advantages that DTH or direct-to-home services had over both cable and IP TV technologies, said Mr Vikram Mehra, Chief Marketing Officer, Tata Sky.

He was addressing students of the Department of Management Studies, IIT, Madras, as part of the Business Line Club lecture series here.

According to him, DTH offered consumers consistent, professional service, superior video and audio quality and multiple channel packages to choose from interactively. It also offered viewers access to niche content and movies on pay-per view and the ability to move anywhere in the country.

Tata Sky’s aggressive marketing strategy aimed at educating the consumer about DTH had established the brand as a generic one, he claimed. Over the past 16 months since the launch of its service, the company had garnered 1.5 million subscriptions, Mr Mehra said.

Explaining the company’s marketing strategy, he said, “We have educated the consumer about the value proposition of the new service in terms of a quality service offered at a competitive price.”

The way forward was to focus on niche channels with the introduction of Western content for urban audiences and regional content for rural audiences.

Tata Sky also intended to introduce the personal video recorder (PVR), which would allow viewers to record programmes of their choice and watch them at their own leisure.

According to Mr Mehra, among the differentiators for Tata Sky were the brand pull of the Tata brand, access to advanced technology from News Corp, interactive media, the focus on varied content, offering premium as well as regional content, and finally customer service.

According to him, DTH offered viewers more choice of channels and content and assured telecast quality. Broadcasters were getting their due since there was total transparency on data such as the subscriber base.

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