DishTV, Zee TV’s direct-to-home service provider, will be providing free set top boxes (STBs) to its subscribers on paying a year’s maxi subscription and installation/activation charges. This move is expected to give competition to new players like Videocon, Anil Dhirubhai Ambani Group’s Big TV and Bharti, as also to existing players like Tata Sky.
The company has announced a new scheme to drive business and expects to double the number of subscribers it adds every month. Based on the kind of package subscribers choose, the cost of an STB, which is currently priced at around Rs 2,500, will be either completely waived off or would be reduced some extent.
“Every month, the company adds around 90,000 subscribers to its current base of 31 lakh. With the new offer, we expect to double that number,” said Jawahar Goel, Managing Director, DishTV.
The scheme was expected to be on for at least 45 days. A subscriber would get a set top box free by paying Rs 4,000 for one year’s subscription. There are also various other offers available.
The new scheme would be advertised through a 360-degree initiative with Shah Rukh Khan involving print, TVC, outdoor, Internet, etc. The campaign has been created by Lowe.
As part of the promotion, two TVCs have gone on air on news and entertainment channels from May 10 taking forward the DTH service provider’s message of ‘Wish Karo, Dish Karo’. First TVC shows SRK announcing DishTV’s scheme of a free set top box with every annual subscription. The second TVC shows a newspaper vendor shouting out ‘aaj ki taaza khabar, get a set up box free with a DishTV connection’.
Said Goel, “The subscribers base in the DTH category is four and a half million. Subscribers would come from a mix of terrestrial and cable markets. We are focusing only in India. This apart, the Indian Railways is running a special train for ministers with DishTV connection in it. We are the only DTH player to have the technology to operate on a running train.”