Gearing up to woo subscribers post digitisation of cable TV, Dish TV has announced that it is offering 70 channels free for five years in the four metros – Delhi, Mumbai, Kolkata and Chennai. These 70 channels include five Hindi GECs, 10 Hindi news channels, three music channels, four Hindi movies channels, three education channels, 13 regional channels, one sports channel, and two lifestyle channels, among others.
As per the offer, customers will be eligible to receive a basic channel tier comprising 70 channels free of cost for five years. In comparison, as per Telecom Authority of India’s (TRAI) recommendation, all cable MSOs are providing the basic tier at Rs 100 per month to their subscribers. Viewers availing this offer will have to remain active with a recharge of Rs 200 every six months.
Commenting on this initiative, RC Venkateish, Chief Executive Officer, Dish TV said, “This is a never before kind of unique facility for all those valued subscribers who will choose our services during post digitisation. Consumers in the four metros are apprehensive about this sudden switch-off of their TV viewing. This will translate into huge competitive advantage for Dish TV as none of the other competitors – both from cable as well as DTH – offer this facility. Moreover, as stated above, cable operators have already announced a Rs 100 monthly charge for the basic tier, which will be provided free of cost by Dish TV.”
Salil Kapoor, Chief Operating Officer, Dish TV added here, “TV viewing is ubiquitous and most affordable means of entertainment in this country. For the subscribers, switching off of the services or their TV going blank suddenly cuts off their information and entertainment lifeline. Dish TV is now ensuring that this lifeline never gets cuts off for their valued subscribers.”
Dish TV will be using a mix of media platforms for promotion and making viewers aware of this offer. Radio, print, digital and outdoor campaigns are on the anvil soon. A budget of around Rs 30 crore has been earmarked for the promotional campaign.
Currently, this facility is available on both, recorder and without recorder boxes. However, this offer is for new subscribers only. The DTH player is planning to announce a similar offer for existing customers soon.