Prasar Bharti, MIRC tie-up for rural television reach

Televisionpoint.com Correspondent
The Prasar Bharti has joined hands with IGO TV from MIRC Electronics Ltd., to co-promote DD Direct Plus channels. This is for the first time a national broadcaster has tied up with a consumer electronics company to promote their respective products.

The DD Direct Plus channels are free-to-air and currently available only through a cable connection. Through the IGO Direct to Home (DTH) TV, the channels will be available without a cable connection. Prasar Bharti and IGO TV will jointly promote the DTH concept through a series of marketing campaigns for a period of two months.

In the first phase 92 districts of states Madhya Pradesh, Gujarat, Bihar, Uttar Pradesh, Chattisgarh, Jhakhand, Rajasthan and Maharashtra will be covered. IGO General Manager Nilesh Mazumdar, said it will be a value-added product with the latest technology at the most affordable price points, according to media release.

Doordarshan Director General Navin Kumar, said the tie-up will help spread awareness of DD Direct Plus channels and enhance reach of the channels in remote areas amongst lower income households.