It’s been a month since the cable TV digitisation process was kicked off in three metros. Keeping in mind the initial hiccups, when there was shortage of set top boxes, DTH players have been on a promotion blitz trying to get cable TV customers to switch over to DTH services.
While digitisation deadline has been extended for a month in Chennai, there is still a question mark over total implementation of Digital Access System (DAS) in Kolkata. Cable operators in Kolkata have now come out with promotion campaigns to hold on to their customers, asking them not to switch over to DTH platforms.
Gujarat Television (GTPL), an MSO operating in Kolkata, is giving viewers 45 days’ preview of 400+ channels at no additional subscription cost. The company is using local cable channels, newspapers, OOH and personal visits as part of the promotion campaign. The campaign stresses on the message: ‘You do not need to change to DTH’ and sports the tagline, ‘Cable wahi, technology nayi’.
Pradip Pandya, MD, Kailash Cable, informed, “We have started the promotion as we are now getting adequate supply of set top boxes. Promotion is much needed to make our viewers aware about DAS connections. We are using print media, our local channels and personal visits as our main medium to reach out our customers.”
Meanwhile, the last available data from the Ministry of Information and Broadcasting (MIB) claims 87 per cent digitisation in Kolkata. However, MSOs maintain that this figure is not more than 45 per cent. According to them around 18 lakh set top boxes still remain to be installed. There have been reports of several pockets in Kolkata still receiving analogue signals.
The MIB has asked the operators in Kolkata to provide details about the status on installation of set top boxes and the number of households still receiving analogue signals.
The West Bengal Government has also asked local police stations to find out how many connections are there under each cable operator in their respective areas.