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After Rs 1,000 cr investment plan, Hathway ropes in Madhavan as brand face of broadband service

MUMBAI: Less than a month after expressing intent to invest up to Rs 1,000 crore in its broadband business, Hathway Cable & Datacom has roped in actor Madhavan (popularly known as Maddy) to aggressively mop up subscribers.

The multi-system operator (MSO) has signed up Madhavan as the national brand ambassador for its broadband business. Earlier, Sania Mirza was the brand face of the company’s broadband service.

Incidentally, Hathway is expecting to add one million broadband subscribers over three years. The MSO’s broadband subscribers at the standalone level stood at 0.6 million till 31 December 2016. The total broadband subscriber base at the consolidated level was 0.86 million.

Hathway said Tuesday it will be shortly rolling out a multimedia campaign featuring the new brand ambassador, which will highlight the company’s cutting-edge GPON, fibre-to-the-home (FTTH) technology and high-speed broadband network.

Hathway has rolled out the GPON FTTH technology in some markets, including Chennai, Bengaluru, Kolkata and Delhi.

With the growing number of internet consumers, speed and data plan have always been the constant benchmarks for choosing a broadband connection. With the rollout of GPON FTTH technology, Hathway seeks to create a whole new breakthrough in the broadband industry with an unprecedented speed at affordable mass pricing while offering practically unlimited data. Through this, Hathway aims to democratise broadband, making it accessible for internet consumers pan India.

Hathway Cable & Datacom MD Rajan Gupta said, “It is quite well known that actor Madhavan has been among the early movers in tapping into the digital phenomenon, and we are extremely proud to have him as the face of the brand. Maddy’s huge popularity, pan-India acceptance and charismatic personality as a youth icon will help us increase our customer footprint across India.”

Though Madhavan is popular across the country, he has a base in Tamil Nadu. Hathway has big broadband plans in that state. Besides launching its broadband services in Chennai, Hathway is going to set up a data centre in the city. Bullish on the Tamil Nadu market, the company is going to expand its footprint to 10 more cities in the state. The aim is to mop up 500,000 customers over the next three years.

Talking about the power of high-speed broadband, Madhavan said, “The internet is the future of the new India. The power of broadband connectivity to make services and applications available to all is fundamental in transforming India digitally. I am happy to be associated with a brand like Hathway that is committed to the vision of digital India.”

As reported earlier, Hathway’s broadband revenue has stayed ahead of its cable TV subscription income for two consecutive quarters. Broadband revenue for the quarter ended 31 December 2016 stood at Rs 127.8 crore. In comparison, cable TV subscription revenue stood at Rs 114.1 crore. In the first quarter ended 30 September, broadband revenue was at Rs 120.3 crore. In contrast, cable TV subscription revenue stood at Rs 110.4 crore.

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