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“It's not enough that we do our best; sometimes we have to do what's required.” — Sir Wintson Churchill.
True to these words, marketing in the entertainment industry is more than just striving to be the best in business; it's about understanding the entertainment needs of the common man, said Mr Venugopal Iyengar, the National Marketing Head of Sun Direct Pvt Ltd. Mr Iyengar was speaking at a Business Line Club event held at the Asan Memorial College of Management presented by Tata Photon.
The DTH industry has brought about revolutionary changes to the way entertainment is consumed in the country, based on three core pillars — content, innovation in products and technology and quality of services.
Television, which began its journey in India in 1956 as a luxury affordable to a chosen few, has grown by leaps and bounds with DTH alone reaching over 16 million homes.
Sun Direct, the second largest DTH player in the market, entered the DTH market in 2007 with the objective of delivering the best entertainment basket in an affordable price bracket. In a period of two years, it has acquired over 4 million customers across India. The company has strived to innovate, introducing HDTV, MPEG 4 technology and a la carte services to name a few.
According to Mr Iyengar, when defining marketing objectives, one must keep in mind three key aspects, namely, understanding the consumer needs, designing a marketing plan in a changing industry and and, most important of all, communication. Of the three, communication plays a vital role in making one's presence felt in the industry, he said.
DTH, nonetheless, is a technology that requires a certain level of understanding — be it with regard to operations or what it offers its customers to deliver better value.
If the DTH industry has acquired a rural penetration of over 50 per cent, it can be attributed to the various means of communication adopted by the DTH Players. The tools may vary from television advertising and on-road campaigns to newspapers and radio voice-over. Ever since the DTH industry's inception in 2003, it has grown in leaps and bounds, competing for an edge by re-defining and innovating its products, technology and services.
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