Zee Telefilms Ltd. has decided not to go ahead with its plan to start a KU-band direct-to-home television (DTH) service in India. Some months ago, it had announced an alliance with Sivasankaran-promoted Sterling for forays in DTH.
Mr. Subash Chandra pointed out that the “open architecture” clause, as outlined in the DTH policy, would affect any DTH service provider’s business plans since it would allow competition to grab existing DTH subscribers. Despite (these drawbacks) if somebody wants to subsidise the set-top boxes, then good luck to him. Putting on hold forays into new areas like DTH is part of ZTL’s gameplan to regain its No. 1 position amongst satellite channels vis-à-vis advertising revenue and viewership.
Zee Network had set itself a target of improving its programming and garnering more than 40 per cent viewership within 18 months, preferably by the year-end. Its current viewership is 32 per cent.