With the DTH subscribers in India expected to more than double from the current 16 million to over 32 million in two years, Reliance Big TV has set its sights firm on capturing a bigger share of the growth. Big TV's major marketing initiative with allocation of over Rs 100 crore to improve brand visibility, special incentive programmes for the retail channel partners and improved ARPU (average revenue per user) is aimed at crossing three million subscribers by March 2010 from the current two million.
Umesh Rao, senior vice-president, Reliance BIG TV, said, "We are focusing on competitive advantages in sales and marketing campaigns and we aim to target profitable growth in the DTH business."
BIG TV currently showcases 237 national and regional channels, of which 21 are dedicated to movie on demand content. The company has also witnessed a surge in demand on the PPV platform, and that has prompted to tap non-movie content and new releases, with focus on sports, international and national music content.
The tremendous growth in the DTH industry by 2011 will be driven by increase in number of LCD and LED TV sets in households as the prices are expected to drop. With cable operator services still being largely analog-based, consumers will shift to DTH services offering better viewing experience and a variety of content options.
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