Top Story


Home >> International >> Article

INCable trying to regain lost grounds

Font Size   16
INCable trying to regain lost grounds

After facing a severe drubbing from rivals Siticable and Hathaway for the past three years, for the first time, Hinduja’s INCable, is gaining back penetration and has plans to unbundle value-added services including broadband internet connectivity. INCable is the domain name of IndusInd Media and Communication, a 100 per cent subsidiary of Hinduja Finance.

Besides, network upgradation and expansion in the southern and western belts of the country including at least 5 major cities of Andhra Pradesh. It has decided to unveil broadband and value-added services in 8 of its 12 centres by December 2000.

Industry observers had virtually written-off IN-Cable in the battle for cable network supremacy. This tussle between the three main MSOs has gained momentum in the last three years. INCable had lost out to Hathaway and Siticable in several parts of the country in terms of cable & satellite home penetration.

The churn rate of INCable was particularly high in the northern region, a few cities in the south and lately in Mumbai as well. It had a churn rate of 30 per cent in Delhi and 5-10 per cent in Mumbai due to the aggressive tactics of Hathaway and Siticable.

The scenario now has reversed somewhat. According to IN-cable officials, the MSO has increased its head-ends from 16 to 22 in Delhi alone in the last two months. It is adding another 3 shortly which fall in east and west Delhi areas.


Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends