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Direct-to-home digital service provider Dish TV India on Wednesday launched a new brand, Zing, for providing customised local television channels to regional viewers.
Zing will be placed as an entry level offering for the price-conscious users, particularly cable TV viewers. It will target mainly those in Tier III and IV towns. The service is priced a notch higher than local cable television networks.
According to Salil Kapoor, Chief Operating Officer, Dish TV, the company will roll out the service in West Bengal followed by Odisha.
“The third and fourth phase of digitisation will see roughly 90 million viewers moving from analog to the digital platform. Our aim is to tap those consumers in the smaller centres looking for local regional content at a lower price,” Kapoor said, while speaking to the media on the sidelines of the launch programme.
Both the third and fourth phase of cable television digitisation is likely to be completed by September and December, respectively.
To get this service, a customer needs to subscribe to a new connection and buy a set top box. The monthly subscription charges vary between ₹175 and ₹349 depending on the channels subscribed for.
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