DishTV is launching a new interactive service on its platform called ‘Shaadi Active’. The DTH service provider has tied up with matrimonial portal Shaadi.com for this initiative that would allow DishTV subscribers looking for a prospective life partner to choose from the profiles listed on Shaadi.com, displayed on their TV screens.
Subscribers can define the parameters of selection and search by the criteria of age, community, caste, profession, etc. Based on these criteria, Shaadi.com profiles would be displayed on the TV screen and the subscriber can then choose the profile of his/her choice and contact the person. To ensure novelty, the profiles would be refreshed on a daily basis.
With innovative services such as this, DishTV now ventures into the life services space, taking TV viewing to a whole new level of viewer engagement.
Announcing the initiative, Vinay Agarwal, CEO, DishTV said, “DishTV already provides 205 channels and services to its discerning subscriber base. Going forward, our emphasis would be entering new arenas, where subscribers will enjoy completely new genres beyond the realm of entertainment through the DishTV interaction experience. The DishTV matrimony service is the first of its kind in the entire world, uniquely poised to connect with the Indian audiences, given our societal context.”
Vibhas Mehta, Business Head, Shaadi.com, said, “Through this tie-up, we are delighted to extend our superior matchmaking experience to DishTV subscribers. Shaadi.com has the widest profile base of over 10 million members and more than a million matches to our credit. With the launch of Shaadi Active, our services will now reach a wider user base through DishTV, without any need to log on to the Internet.”
The service is currently under the test stage and would be launched shortly.
Salil Kapoor, COO, DishTV, said, “This initiative provides our subscribers a service that he can get to use on TV. Web penetration is lower compared to TV penetration in India. With this initiative, users of the service would also increase. Moreover, older people would be able to use this service with ease.”