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Nitya Subramanian

The direct-to-home (DTH) cable network service is set to flag off in India with Channels such as Zee planning a soft launch of the service, shortly.

A still from Kuch Diiil Se on SABe TV.

As one walks around the residential blocks of London, the pizza size dish antenna sticking out of a wall or a windowsill is a familiar sight. That's direct-to-home (DTH) service, which has caught on in a big way in the UK.

In common parlance, DTH is a platform whereby a consumer can receive television channels directly through a small dish antenna bypassing the cable operator. While the service is a premium one and costs more than the normal cable service, the options available to a household are very large. So, you could subscribe to adult channels such as Playboy TV, Adult channel, Spice TV or choose from a whole host of movie and sports channels.

A similar broadcasting platform is set to take off in India as well. While in the UK, the NewsCorp promoted service BskyB has become quite a success, in India, Indian media mogul Subhash Chandra's ASC Enterprises is looking at making the most with the first mover's advantage. Others such as the Star Group and Doordarshan are also in the fray.

According to the company spokesperson, Zee is planning a soft launch of its DTH operations on October 2, and subsequently the company will push the delivery system aggressively. But unlike in the West, wherein DTH is a premium service, in India, the Zee group company is planning to use the system to expand the reach of private channels to smaller towns. "Currently there are about 80 million television households. Only 40 million households are cable and satellite homes. We want to target the large untapped area," the spokesperson said.

The consumer would have to make an initial investment of Rs 4,000 for the STB, which will be compatible to Zee's platform. The company is planning to offer channels at an introductory price of Rs 150 per month with 48-60 channels on offer. Several niche channels would be added later. While other major broadcasters like Sony and Star have yet to sign on, other smaller and niche channels have decided to be part of the platform.

However, if viewers in India are hoping to catch some of the adult fare, they may just be a bit disappointed. As of now, officials at the Zee Group maintain that "Indian sensibilities" would be kept in mind while deciding the content that would be offered. Also with a Broadcasting Regulatory Authority (BRA) in the offing to monitor both content and carriage, the watchdog may just not allow such channels. So much for censorship in the land of Kama Sutra.

Saas-bahu stranglehold in foreign markets

The balle-balle crowd in the UK seems to have also been enticed by the twists and turns of the saas-bahu sagas. And the huge population of South Asians from India, Pakistan and Sri Lanka are glued to the woes of Tulsi, Parvati or Kkusum.

While Zee is the largest Asian broadcaster with four channels and is the oldest Indian, the Star Group with its two channels, Sony and Sun Group are also present. Even Sri Adhikari Brothers Television Network Limited (SABTNL) recently joined the Rupert Murdoch-promoted Sky TV's DTH platform.

According to a Star India official, Indian channels are available both on cable as well as on the DTH platform. "Though the soaps are same, the channels are generally repackaged to suit the international markets," he said.

And like the entertainment channels in India, these too attract a lot of local advertising targeted at the Diaspora. So you have local ethnic food joints, real estate companies, wedding planners, sari shops and other such categories advertising heavily on these channels.

While the Zee Network, UK, is now in its eighth year, with four entertainment channels — Zee TV, Zee Music, Zee Cinema and Alpha etc Punjabi, Star currently has about 70,000 subscribers in the UK.

The UK market and other international markets are important as channels generate good subscription revenues. "There is a proper addressability system and hence enable broadcasters to earn good money. Unlike India, there is little under-reporting," said an industry analyst. For instance, the monthly subscription fee for the two Star channels — Star Plus and Star News is £12.

Hence channels are sparing no efforts in promoting themselves. Zee TV for instance, recently embarked on a large advertising blitzkrieg. It painted buses, underground and billboards to market its channels. Others such as SAB TV have included local content. And that's not all. Special music shows featuring some prominent film artists are also being sponsored to attract Indian audiences in foreign lands.

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