Sony Entertainment Television is going pay on September 1. SET India is targeting an increase of 300 per cent in subscription revenues in the current financial year. The channel had gone digital on August 6, the day it shifted from PanamSat-4 to PAS-10 satellite.
Cable operators will now have to sign up for a minimum of 800 subscribers for the channel. Sony TV is being priced at Rs 8 per subscriber a month, the stand-alone cost of the channel is fixed at Rs 15. The bouquet of four channels will cost Rs 22. The strategy is to sell all the channels in the Sony bouquet—Sony TV, Max, AXN and CNBC. This is the first time SET India is bundling the channels and having a special bouquet price.
Sony TV has already been signed on by the majority of the multi-system operators (MSOs). The Hinduja-owned INCablenet and the Rajan Raheja-owned Hathway Cable & Datacom have signed for the same number of paid subscribers in Mumbai.
Sony has already distributed 5,000 Scientific Atlanta decoder boxes. The target is to seed the market with 10,000 boxes in the next three months. The prices for these boxes are Rs 12,000, which cable operators can pay in two equal instalments.