Dish TV aims to increase market share in Tamil Nadu

MUMBAI: Even as cable TV companies are racing against time to complete digitisation in Tamil Nadu, the direct to home (DTH) players are increasing their focus on the market to wean away cable customers.

In order to increase its market share in Tamil Nadu, DTH operator Dish TV has added 30 new Tamil channels to fill in the gap in its content portfolio. With the addition of these 30 channels, Dish TV’s Tamil channel offering will increase to 70.

Available only on new customer acquisitions, the offering includes both standard definition (SD) and high-definition (HD) channels. The existing Tamil language portfolio on DishTV include leading channels like Sun TV, Star Vijay, Zee Tamil, KTV and Colors Tamil.

The addition of new content will allow Dish TV to compete not just against other DTH players but also cable TV platforms.

“We will ultimately have 70 Tamil channels. We are adding new channels in phases. Due to certain constraints, we had comparatively lesser number of channels. Now we want to make sure that we have complete Tamil content so that we are able to address all segments of customers,” Dish TV India SVP marketing Sukhpreet Singh told TelevisionPost.com.

Singh further stated that the company will refine its existing plans to make its offering more attractive.

“With the addition of new content we will refine our packages to make it more attractive for different segments,” he stated.

Dish TV has plans for different customer segments. It also allows customers to pick channels at Rs 8.5 under ‘Mera Apna Pack’ initiative.

“We recently launched a competitive annual plan. We also came out with a base plan where at a very one could basic channels. Then we launched a ‘Mera Apna Pack’ which allows customers to choose a single channel at Rs 8.5. The base pack and availability of a la carte channels at Rs 8.5 makes it an attractive proposition for customers at the entry level,” he noted.

Dish TV has stopped acquiring new customers under its sub-brand Zing. The focus is to push the main in the market.

“In 2016, we had stopped adding new customers for Zing in Tamil Nadu market. Existing Zing customers are being serviced but new customers are not being added. In Tamil market, we decided to focus on Dish TV brand two years ago,” he said.

Singh conceded that digitisation is an important opportunity for DTH players to acquire more customers. “Tamil Nadu is a very big market. With the ongoing digitisation, it has become even more important. So we have also increased our focus on the Tamil market. We would like to increase our market share in Tamil Nadu,” he asserted.

With Tamil audience having a greater affinity for content in local languages, Dish TV will also exclusive services to cater to the local audience.

“We are also planning to add Tamil movie channels which are exclusively on our platform. These are not regular channels. We are creating these channels for the Tamil audience. We will also provide exclusive channels and services in Tamil Nadu,” he revealed.

He also said that DTH’s strength is that it provides better content mix besides having a superior technology and customer service.