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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Big TV Announces Year End Dhamaka

With the festive season around the corner, Reliance BIG TV has announced the year-end dhamaka for its customers. The scratch and win offer gives an opportunity to subscribers to win gifts like a free Big TV connection and discounts on installation of BIG TV. The offer is valid till December 31st, 2009.

Apart from this a major development that can give a boost to BIG TV's popularity was the strategic marketing alliance with Fox Star Studios for the India release of James Cameron’s Avatar. The tie-up allows Big TV to showcase exclusive interviews with Cameron and the stars of Avatar as well as videos of behind the scenes of the film.

Speaking on the launch of this offer and the recent development, Umesh Rao, senior vice-president, BIG TV said, "This limited period offer is to spread the festive cheer during Christmas and New Year. We plan to introduce a host of new content, offerings during this season and the tie-up with Avatar is one of our larger initiatives towards our goal."

This marketing alliance also provides a scratch card opportunity where customers can win a visit to the movie sets in New Zealand, trips to Malaysia, Goa and Avatar merchandise. Currently Big TV is running a 30-sec commercial promoting the film across leading channels.

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Big TV Aims 3 Million, DTH Sector to Rise

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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Big TV's Joy of Ownership Campaign

To solidify its foothold in the Indian market, Reliance Big TV recently unveiled its brand campaign based on the concept of 'Joy of Ownership'.

The Rs 50 crore campaign focuses on customer testimonials, where users speak about their viewing experience, freedom from the cable operators, wider choice of channels and upgrading their standard of living.

The 360 degree campaign will spread across, print, radio, online, Out-of-Home, television and BTL. More than 100 publications, 50 radio stations and 1000 websites are being targeted for the campaign.

You can watch one of the commercial of Big TV's new campaign in the video below.

While other DTH players have been using celebrities to endorse their product, Big TV has resorted to a different route to woo consumers. Umesh Rao, senior vice-president, Reliance Big TV, said, "Keeping up with the trend of not involving a celeb brand ambassador, the new TV commercial is structured on customer advocacy designed to promote a sense of 'joy of ownership'."

Reaching out to online audiences, BIG TV has planned a day-long online roadblock for websites such as Yahoo!, Rediff, MSN and Sify. On those days only the campaigns of BIG TV will run across these sites.

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Big TV Adds 14 Regional Channels for South

Stepping up it focus in the South India market, Big TV has added 13 new regional channels to its bouquet. Subscribers in Andhra Pradesh and Tamil Nadu can view eight Tamil channels namely Jaya Plus, Makkal TV, Mega TV, Zee Tamizh, Aditya TV, Seithigal, Sripoli and Vasant TV and five Telugu channels like Sri Venkateshwara Bhakti, Bhakti TV, Sakshi TV, TV5 Telugu News and GCV.

Reliance Big TV CEO, Sanjay Behl, said, "Our latest offer gives more choice of channels to Tamil Nadu and Andhra Pradesh customers, especially the locally popular channels. This is a part of Reliance Big TV's commitment to continuously enhance customer experience."

BIG TV has also introduced a new package for South market priced at Rs 2590 with 120 channels including 15 Sun channels and more South regional channels. The South Bronze pack is priced at Rs 127 per month which subscribers can now avail for ten months and get two months free view.

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Big TV Introduces Special Onam Offer for Kerala

Reliance BIG TV has introduced a special offer in Kerala for Onam festival. The new Smart South 2590 offer comes with a Get Starter Kit priced at Rs 1490 and recharge voucher worth Rs 1100, inclusive of all charges.

Subscribers in Kerala are in for a treat as the offer comes with total of 83 channels, including 15 Sun Network channels and more South regional language channels. So customers will get to watch at least 11 Malayalam channels.

Smart South 2590 offer also comes with 12-months free subscription of South Starter Lite Pack plus 8 channels, one free regional pack, an interactive service application and 10 audio channels.

This offer is available till September 9th. Customers will also be able to watch ESPN, Star Sports, Star Cricket, NDTV India, NDTV 24X7, NDTV Profit, and Animax, Discovery, Discovery Travel and Living and Nick.

Competition is rapidly increasing in the DTH market with new entrant Airtel Digital TV claiming to have surpassed the one million mark after launching its services nine months ago. Following the steps of Big TV, its rival Dish TV is planning to raise Rs 1,000 crore from foreign markets by the end of this quarter.

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Big TV Launches Offer for Ganesh Chaturthi

In a bid to expand its customer base Big TV owned by Reliance ADAG has launched a Ganesh Chaturthi festival offer for new customers.

The offer states that a new customer can get a Big TV DTH connection for Rs 1,590 and this includes all the installation and hardware charges.

To make it even more enticing the company has offered its starter pack two for two monts at no charge.

The starte pack two has 95 channels and is available at price of Rs 185 + taxes.

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