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Saturday - May 05, 2007 |
Televisionpoint.com Correspondent
Dish TV, the Direct to Home (DTH) entertainment service of the Essel group, is looking at expanding its infrastructure, sales and distribution network in Uttar Pradesh. "We already have footprints in all the cities of Uttar Pradesh and now the aim is to further increase penetration. Uttar Pradesh has immense market potential," said Vivek Batra, regional sales manager, Dish TV. "The focus has primarily been on rural and semi-urban areas, we are now eying metros with a concentrated strategy, and expects exponential growth through valued-added services," he said. The metros where penetration is being tapped are Lucknow, Varanasi, Kanpur, Gorakhpur, Agra, Dehradun, Bareli, Ghaziabad and Noida. "Our subscriber base has doubled in just three months, from 1.5 lakh to 3.6 lakh customers," says Sonal Thind, assistant manager, public relation, Dish TV. "We have an edge over our competitor, having garnered 80% of the market share," she said. The stress has been on visibility and publicity by increasing our advertising expense, holding on ground activities in malls, live demo events. "We had divided the market into three different categories. Initially we targeted cable dry market, rural area that cable has not reached. Then the cable frustrated market, where cable was present but quality was not up to the mark. Now we are going full blast for cable rich market, this is the metros and mini-metros with value added content and products," said Sonal Thind. "We have doubled our dealer network to 3500 dealer in the state and have decentralised our service centres with 700 customer care centres. The consolidation exercise is on in the cities," adds Batra. "We have partnered with Open TV to give more interactive television. It is going to grow with the launch of the video demand and gaming applications. Value added services and especially niche contents are planned. It has a bouquet of 155 digital channels and plans to increase it to 400 channels with a focus on regional fare," said a company source. |
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