The new buzzword in television viewing is the direct-to-home (
DTH) broadcasting segment, and leading from the front is the Subhash Chandra- floated Dish TV – India’s first and largest DTH service provider – with its aggressive promotional campaigns, advertisements and billboards, thronging the metros. And why not, when close on the heels of Dish TV is Tata Sky (an 80:20 joint venture between the Tata Group and STAR), trying to lure in as many customers as possible. In the DTH space, slugging it out with Dish and Tata Sky is Doordarshan’s Direct Plus (with its focus on the hinterlands), ADAG’s proposed DTH project Blue Magic and Kalanidhi Maran’s Sun TV. States Arun Kapoor, CEO, Dish TV, “Marketing budgets have increased three folds. We want to push as much visibility as possible. There is major advertising happening on all mediums... Rs.400 crore has been spent on marketing till date and another Rs.500 crore will be spent in the next two years!”
For Complete IIPM Article, Click on IIPM Article
DTH) broadcasting segment, and leading from the front is the Subhash Chandra- floated Dish TV – India’s first and largest DTH service provider – with its aggressive promotional campaigns, advertisements and billboards, thronging the metros. And why not, when close on the heels of Dish TV is Tata Sky (an 80:20 joint venture between the Tata Group and STAR), trying to lure in as many customers as possible. In the DTH space, slugging it out with Dish and Tata Sky is Doordarshan’s Direct Plus (with its focus on the hinterlands), ADAG’s proposed DTH project Blue Magic and Kalanidhi Maran’s Sun TV. States Arun Kapoor, CEO, Dish TV, “Marketing budgets have increased three folds. We want to push as much visibility as possible. There is major advertising happening on all mediums... Rs.400 crore has been spent on marketing till date and another Rs.500 crore will be spent in the next two years!”For Complete IIPM Article, Click on IIPM Article
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