Dish TV plans to launch innovative devices in FY20 to tap digital consumers
MUMBAI: Direct to home (DTH) platform Dish TV plans to launch innovative devices in FY20 as part of its strategy to attract digital and tactical digital consumers.
The DTH operator noted that subscribers are consuming more and more entertainment from multiple sources. To capitalise upon this opportunity, the company launched Dish Smrt Stick wi-fi dongle which enables existing Dish Nxt HD+ set top boxes (STBs) to connect with the internet and stream online content onto the subscribers’ TV set.
In the company’s annual report, Dish TV CMD Jawahar Goel noted that the consumer interest in entertainment is at an all-time high and is continuing to grow. He also stated that the entertainment industry evolution is primarily influenced by technology and the viewers.
“We have launched a low-cost device, which can be attached to the subscribers existing set top box to connect to the internet and stream content. Such innovative products would get continued to launch in the current fiscal and beyond,” Goel stated.
During fiscal 2019, the company had also launched over the top (OTT) service Watcho. The app comes with a rich library of Live TV, Original shows, short-films and much more. This platform goes beyond providing differentiated content by doubling up as a platform to share content and potentially earn revenue out of that.
“With the launch of this product, we expect to gain a higher wallet and screen share of not only our own subscribers but also new users across regions. In this highly competitive and crowded arena, Watcho plans to make a mark with short format, snackable content that consumers can watch as per their time, location, language and type of entertainment,” he said.
Goel also noted that 2018-19 is a landmark year for the company as there was a tectonic shift on the regulatory front with the implementation of new tariff order (NTO). The NTO has provided a level playing field as content is priced uniformly across all types of distribution platforms. He further stated that a by-product of the NTO has been content reduction on the Free to Air (FTA) platform.
He expects rural demand in the Hindi speaking markets to pick up with the reduced availability of Hindi GEC & movie content on FTA platforms. “Our brands are exceptionally strong in the rural Hindi speaking markets and we hope to garner a majority of subscribers when they start looking for options,” he stated.
During the fiscal, the company’s digital recharge collections have crossed 45% of the total recharge collections.
Even before the NTO came in, Dish TV had launched ‘Mera Apna Pack’ and ‘Mera Wala Pack’ under DishTV’ and ‘d2h’ brands respectively, where subscribers could choose individual channels to make their own pack.
“Implementing the New Tariff Order was an unprecedented and mammoth exercise getting into unchartered territory. The entire subscriber base of millions had to be explained, enabled and migrated to their chosen content and a new system of billing,” Goel said.
He further stated that Dish TV devised and deployed automated tools at all touchpoints (call center, retail points, website, and App) to enable subscribers to choose what they wanted to watch. “Further, we adopted an Al driven tool which analyzed packs, channels, and VAS subscribed by individual customers, to come up with suggested “Best Fit Packs” to facilitate the choice.”
The company also stated that Ministry of Information and Broadcasting, Government of India (MIB) vide its letter dated 25th June 2019 has granted an interim extension to the DTH License of the Company up to 31st December 2019 or till the date of notification of ‘New DTH guidelines’, whichever is earlier.