IGO, the mass-market sub-brand from Mirc Electronics, has launched a colour television with built in DTH (Direct-to-Home) receiver called ‘20 Dish Magic’. This is perhaps the first of its kind in the Indian television market
The new television model can receive various channels without cable connection and the consumer only needs to install a small dish antenna externally. This will allow the consumer to view 33 FTA (free-to-air) channels and seven FM Radio channels as well.
Nilesh Mazumdar, GM, Marketing, Mirc Electronics, said, “Though initially we have launched 20 Dish Magic only in Uttar Pradesh, Madhya Pradesh and Rajasthan, we will be gradually rolling out the new model to other parts of the country as well. 20 Dish Magic is available at a price of Rs 7,990 and the consumer needs to pay only for the dish antenna as an additional cost. Thus, the consumer need not pay the recurring cost of cable connections. Moreover, the technology also enables improved picture quality that is lost due to cable transmission.”
A TVC is already on air to announce the launch, and soon press advertisements and ground activities will also be rolled out. The IGO brand currently enjoys a 3 per cent share in the national market.
“With this new launch we will be able to reach those consumers who till date didn’t have cable connection. Now, with rapid television penetration, we aim to cut across the bottle neck with existed in these markets,” Mazumdar said.
IGO was launched in 2002 as a price warrior in the mass segment to tap into the fast growing rural market in the North. The brand went national in April 2003, and since then has been sold independent of the Onida name. It was launched primarily to bolster its regional presence and is targeted mainly at customers who are upgrading from black and white TV sets, and who make up 65 per cent of colour TV buyers in the country.