LG TVs Bundled with Free Big TV Connection

Reliance Big TV has inked a deal with LG Electronics to provide customers with Big TV connection bundled with a 1-month free silver pack on purchase of select LG colour televisions.

However, the customers will have to pay Rs 399 as installation charges. This offer is launched across Karnataka, Rajasthan, Punjab, Bihar, Jammu and Kashmir, Tamil Nadu, Gujarat, Uttar Pradesh, Uttaranchal, Himachal Pradesh, Chhattisgarh and Haryana, and is valid till June 30, 2010.

Umesh Rao, senior vice president, Reliance BIG TV, said, "We are excited about this partnership that brings in a dramatic scaling of reach and unprecedented value proposition for LG customers. We will aggressively pursue cross-category alliances to reach out to a broader spectrum of end users."

Also in line with the launch of its high-definition set-top box (STB) with digital video recorder (DVR), Big TV is conducting in-shop display campaign in retail outlets across 100 cities. This includes demonstration units, array of merchandising aids and trained in-shop promoters who will communicate the features and benefits of its high-definition STB and DVR.

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Big TV Launches High Definition STB with DVR

The wait is finally over. Reliance Big TV has introduced its high-definition set-top box (STB) integrated with digital live TV recording feature, across 100 cities in the country.

Priced at Rs 7490 and Rs 7990, this HD DVR set-top box offers five times clearer and sharper image quality with two million pixel resolution and digital surround sound effect.

The digital video recording includes features like pause, play, rewind Live TV, record a program while watching another channel, capability to record up to 200 hours of video programming, 3-in-1 universal remote to give its subscribers the advantage of using single remote to control three devices like the TV, set-top box and any other music player system.

Sanjay Behl, CEO, Reliance Big TV, explains, "This is India's first product with a dual benefit of High Definition viewing and Digital Video Recorder in a single Set Top Box. Further, Reliance BIG TV is the only service provider to offer recording capability upwards of 200 hours and a universal remote control which can manage up to 3 devices."

The pricing differs region wise, in the Southern market the entry offer is priced at Rs 7790 bundled with five months of value pack with a full bouquet of sports channels. While in other regions, Big TV is launching the entry offer at a higher price of Rs 7990. Under this offer, subscribers get three months of Diamond Pack bundled with HD National Geographic and 152 channels. The existing Big TV customers will benefit with an upgrade option from standard definition (SD) to HD DVR at the cost of Rs 5990, discount of Rs 1500.

To further extend its offering, Big TV is planning to introduce two new transponders in the next three months that will enable them to broadcast another 60 channels, including Big TV's HD movie and entertainment channels. BIG TV has also signed a HD content deal with National Geographic to telecast their programs in India, and is also in talks with various global HD content providers like CBS, ESPN, FOX News and Discovery.

Apart from this, Big TV plans to launch six new interactive services by this year. Its also open to diluting up to 20% stake to a strategic partner. Behl said, "We are open to diluting our stake up to 20 per cent to a strategic partner. In that case there would be possibilities of Foreign Institutional Investors (FIIs) as well as other investors showing interest."

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Big TV Partners with HomeShop18

Aiming to widen its reach, Reliance Big TV has added another channel in its package -Homeshop 18, India's 24-hour shopping channel. With this partnership, subscribers can shop from home, get different brands to choose from, free home delivery, and 15 day money back guarantee.

This adds up to the number of interactive features available on Big TV like - iStock, iCooking, iNews etc. Umesh Rao, chief marketing officer, Reliance BIG TV, said, "I am sure our viewers will benefit from their strong brand associations and it would be an added advantage to have them on our platform. Services like these will provide the right impetus for differentiation for us in the category."

These features will be offered on a high-defition (HD) platform soon, as Big Tv is planning to introduce an in-built Digital Video Recorder (DVR) with its HD set-top boxes. The company expects to add 10 to 15% of its 1.5 million subscribers in the HD segment by this year.

Rao further explained, "What is unique about our HD set-top box is that it will enable the subscriber to receive HD feed and record content from a single set-top box. The pricing will not be off the line with what other players are currently offering."

Big TV is not the only DTH provider that will be offering this service, others like Dish TV, Airtel are soon going to launch HD TV, while Sun Direct is the only operator at present that caters in this segment.

Big TV is also in talks with consumer durable companies to offer their product with HD LCD television sets.

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Big TV Joins Hands with Ezeego1 to Offer Travel Discounts

In its bid to gain visibility, Big TV is targeting newer markets with its aggressive approach. The company tied up with Ezeego1.com to offer its customers discounts on holiday packages, international air tickets and DTH connections.

Big TV subscribers will get an additional 10% discount on domestic and international hotels and holiday packages from Ezeego1. Similarly, travelers booking an international or domestic package on the travel portal get Rs 1000 off on BIG TV connection or if they book an international air ticket they can avail a discount of Rs 600 on the same.

In addition to these discounts BIG TV is also offering a three months silver pack subscription free. This offer is valid up till March 20th, 2010.

Apart from the travel segment, Big TV is also targeting regional content viewers in Maharashtra. Recently Big TV announced a new Marathi package consisting four Marathi channels - ETV Marathi, Zee Marathi, Star Pravah and Zee Talkies - for a monthly subscription of Rs 5 only if selected as a first language. Also added to the base packs are host of Marathi channels like IBN Lokmat, Star Majha, DD Sahayadri and Mi Marathi.

Big TV has bagged rights of late Marathi playwright, Pu la Deshpande’s stage plays, and also acquired rights of Marathi films such as Samantar, Paandhar, Housefull, Zapatlela, Aaplee Mansaa. The films will be priced at Rs 50 for a 24-hour view pass.

The company is investing nearly Rs 5 crore in its Marathi content showcase, considering that Maharashtra comprises nearly 20% of its overall customer base.

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Big TV, Indiagames Tie-up Launches iGames

Taking a step ahead on the DTH platform, Reliance Big TV has tied up with Indiagames, a subsidiary of UTV, to provide popular games available on PC, web and other gaming platforms to its DTH subscribers.

Most of the games will be provided by Indiagames' partner, Oberon Media, US-based casual games specialist. Branded 'iGames', this interactive gaming series will include Galapago, Solitaire (with 4 different versions including Classic, FreeCell, Pyramid and Towers), MOODiES, Space MOODiES, Air Hockey, Darts and various licensed third-party games.

Sanjay Behl, CEO, Reliance Big TV said, "Our strategic tie-up with Indiagames signifies our focus to further enhance and monetize our VAS (value-added services) capabilities towards a profitable growth in the DTH business."

Currently, Big TV has range of free interactive services like iCooking, iAstro, iStock, iCricket, iNews and the introduction of iGames will further boost their VAS offerings. There are also plans to introduce local games like T20 cricket and Bollywood games like Chance Pe Dance, Kaminey, Jodhaa Akbar etc.

Big TV generates less than 5% of its overall revenue from VAS, and with iGames it aims to double the VAS contribution to 10%. According to company it will contribute over Rs 1 billion in the next 5 years.

Apart from this, Big TV has also joined hands with real estate developers to market its service in residential building projects. The company has signed multi-dwelling units (MDU) agreement worth Rs 20 crore with developers like Kalpataru, Super Tech Limited, Arihant Builders and Elysium Builders. This will expand Big TV's reach to commercial areas, new townships and residential complexes where a single antenna will provide connection to multiple households.

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Reliance Big TV's Pongal Offer

To expand its grasp in southern India, Big TV has launched a festive offer to attract more clientèle on the occasion of Pongal.

The offer that is valid only in Tamil Nadu features a 12 month subscription at a cost of Rs 2190 and the company claims to be handing out assured gifts with the connection as well.

This scheme comes with the bronze pack that includes 17 Tamil channels and a total of 118 channels.

Speaking about the offer, Nagarajan Kanthan, regional head - south, Reliance BIG TV said, “This offer is to spread festive cheer during Pongal. This offering signifies the companies constant endeavor to offer great value to its customers across Tamil Nadu.”

This offer is valid till the 15th of January 2010.

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Big TV to Monetise its Interactive Services

Reliance Big TV has partnered with NetworkPlay.in, multi-genre brand ad networks, to monetise all their interactive and video channel offerings. Big TV offers 23 pay-per view movie channels and a range of interactive zones like IAstro, IStock, ICooking, and ICare.

According to the company, advertisers will be roped in for video on-demand, electronic program guide (EPG) and interactive offerings of Big TV. Video on demand service will be monetised through TV commercials, similar to a commercial break on TV channels.

Sanjay Behl, CEO, Reliance Big TV, said, "With the robust technological back end of Reliance ADAG and measurable digital TV viewing experience in over two million homes, Reliance BIG TV now has a platform for advertisers to latch onto, especially when they are looking for their brand communication to reach the right audience in the most cost-effective manner."

While for the interactive services, there are plans to offer advertising spots including static and dynamic banner ads, branded skins and sponsorships of entire interactive sections or channels.

The deal further implies that Networkplay will also create landing pages for the ads, so if a user clicks on a banner ad by pressing a red button available on the remote control, it will redirect users to a landing page, where more information about the advertised brand will be offered.

With competition increasing among DTH operators, each one is opting for new technology and ways to monetise its offerings. Many DTH players are also studying viewing habits of subscribers and they may ask for a higher premium from advertisers to share that information.

Audience Measurement and Analytics (aMap), a ratings agency, is close to inking a deal with Big TV. aMap will employ a proprietary format independent content identification technology which measures all types of interaction of a DTH subscriber with the television, be it digital broadcast, use of interactive service or time-shifted viewing.

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