DishTV has launched DishFlix, a push VOD service through which consumers can enjoy uninterrupted ad-free entertainment.
Viewers will be able to pause, play, fast forward and rewind both, Hollywood and Bollywood movies at their own convenience. This service will not require an Internet connection as the content will be pushed to the customer’s STB through satellite. Customers need to buy a DishFlix Box that comes preloaded with 50 movies. Out of these, 15 movies will be refreshed every month on FIFO (First in First Out) basis (one new movie every two days) so that the viewable movie library is periodically updated.
DishFlix hardware will be available at a price of Rs 5990, with a monthly subscription to Flix studio at Rs 100.
Speaking on the occasion of the DishFlix launch, RC Venkateish, CEO, DishTV India said, “As industry leaders and pioneers of the DTH sector, we continue to reinvent and redefine the market with thought leadership to be ahead of the pack. DishFlix is a highly differentiated and extremely consumer friendly move for all movie buffs. This is a never-before kind of unique offering for all those valued subscribers who will choose our services.
“We are confident that DishFlix will set a higher benchmark in the entertainment industry by addressing the need of every member in the family by offering blockbuster movies from Bollywood and Hollywood across various genres. This will translate into huge competitive advantage for DishTV as none of the other competitors both from cable as well as DTH offer this facility.”
Talking to exchange4media about the promotional strategy of DishFlix, Anjali Malhotra, Executive Vice President- Marketing, DishTV said, “We have planned to spend around Rs 15-20 crore on the promotion. We will use all the cinema channels, music channels and other specific channels to promote our product.”
When asked what are their plans for other traditional media and digital she explained, “Digital gives us a good spread and we will definitely spend in digital, but not in print or OOH.”