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Dish TV launches Zing in Maharashtra, targets DAS III and IV towns

MUMBAI: Zing, Dish TV’s sub-brand, is in expansion mode. After four months of launch, Zing has travelled to Maharashtra. This is the fourth state where the service is now available, after the eastern states of West Bengal, Tripura and Odisha.

Maharashtra and Goa account for 13 per cent of India’s total cable TV homes, less than only Andhra Pradesh (15 per cent) and Tamil Nadu (14 per cent). As per the Ministry of Information and Broadcasting, excluding Mumbai, rest of Maharashtra and Goa have close to 7 per cent cable TV homes (4-5 million). Mumbai has another 6 per cent.

Zing, however, will not get to target all of this. As Mumbai, Pune, Nagpur, Thane, Nashik, Navi Mumbai, Aurangabad and Solapur have already been covered under the first and second phases of digitisation, Zing will tend to combat in the remaining towns of Maharashtra which come under the final two rounds of digitisation.

“We have launched the product in Maharashtra. It has a huge population. The rest of Maharashtra is, in fact, bigger than West Bengal and Odisha put together,” Dish TV CEO RC Venkateish told TelevisionPost.com. “We are primarily focussing on the DAS III and IV markets of Maharashtra. It is a good enough market for us.”

Like in the three eastern states, in Maharashtra also Zing will offer the maximum number of local regional-language channels. On the plate are 16 Marathi language channels and services. They include DD Sahyadri, 9X Jhakaas, Jai Maharashtra, Maiboli, TV9 Maharashtra, Mi Marathi, Zee 24 Taas, Zee Marathi, Saam TV, Star Pravah, ABP Mazha, Zee Talkies, IBN Lokmat and ETV Marathi.

Zing’s connection is available for Rs 1,099 with Rs 200 installation charges extra. There are three packs –  the Utsav Pack with 180+ channels and services for Rs 349 per month; the Anando Pack with 160 plus channels for Rs 249; and the Shubharambh Pack with 140 plus channels for Rs 179 (all inclusive of taxes).

Venkateish is bullish about the prospects of Zing. “We are getting good response from across all the four markets. The product as a concept of regional first has struck a chord with the audiences,” he said.

Dish TV has launched a very cost-effective marketing campaign that includes local print, radio and outdoor in the Phase III and IV towns. “It’s a very cost-effective marketing campaign and we have set aside adequate funds for it,” said Venkateish.

Zing is expected to next launch in Gujarat.

The company addresses subscribers through two brands. While Dish TV targets the main DTH subscribers, Zing goes after the low-paying strata of the market.