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Hinduja Group’s NXT Digital enters Punjab

MUMBAI: The Punjab cable TV market, dominated by Fastway Transmission, will have a new competitor. The Hinduja Group-owned headend-in-the-sky (HITS) platform NXT Digital has entered the market.

NXT Digital’s aim is to get in local cable operators (LCOs) to migrate to the HITS platform. Punjab has around 34 lakh TV households. While around 28 lakh households have cable TV, the rest have direct-to-home (DTH) connections.

“With India on the cusp of a digital revolution, NXT Digital promises to deliver the best television viewing experience with world-class technology, cost-effective payment systems and a smart revenue pre-paid model that will create a new benchmark for success in the digital TV market. NXT digital will also help businesses to the next level with minimum investment and maximum returns,” Hinduja Media Group MD and CEO Ashok Mansukhani told reporters.

Mansukhani expressed confidence about the business model of NXT Digital. “We are confident that our service will be in a position to stand up to competition and provide the best quality service at cheapest cost,” he said.

Mansukhani also said that the HITS service was present across the country, be it in Kargil, Rajasthan, or the Andaman and Nocobar Islands. “We are always available, our signals are 24×7. We do not suffer from rain attenuation unlike the DTH operators.”

NXT Digital allowed operators to carry some local channels, but these have to be encrypted, Mansukhani added.