Top Story


Home >> Media - TV >> Article

Prasar Bharti's DTH promotional campaign triggers subscriber rush

Font Size   16
Prasar Bharti's DTH promotional campaign triggers subscriber rush

Riding high on its USP of being the only free-to-air DTH service, Prasar Bharti has been able to make the most of its recent promotional campaign to trigger a subscriber rush. Prasar Bharti bosses claim to have a DTH subscriber base of close to three million in just five months since the launch of DD Direct Plus service in December last. This is way ahead of its only operational competitor, Zee's DishTV, which claims to have 0.5 million subscribers.

The Star-Tata joint venture Space TV and Sun Direct TV, which recently got their DTH approvals, are yet to be operational.

Prasar Bharti's campaign in April has been quite useful in pushing up the penetration of DD Direct Plus. Prasar Bharti went in for major on-air advertising on Doordarshan and AIR during the India-Pakistan cricket series.

Simultaneously, a massive outdoor campaign was launched in 124 cities across India. The three- week outdoor campaign handled directly by Prasar Bharti's media division with the help of media vendors like Selvel, Lakshaya Media, Rose, Pioneer Publicity and Graphis Ads made use of hoardings, bus shelters, glow signs, public utilities and unipoles.

"Our focus was on virgin territories of B, C and D class cities where either the cable penetration is low or the number of channels offered by cable operators is limited," a senior Prasar Bharti official told exchange4media.

Prasar Bharti officials claim that the strategic campaign generated a lot of dealer enquiries, thereby helping penetrate newer virgin areas. Prior to the outdoor campaign, DD Direct Plus, according to these sources, had a subscriber base of 2.2 million, which has now shot up to 2.8 million. "It is a considerable gain considering that according to industry sources DTH users are poised to grow to 7 million by 2010," said a Prasar Bharti official.

Meanwhile, Prasar Bharti is gearing up to launch its next round of DTH campaign in July-August when Doordarshan will launch 17 more channels, taking the total number of channels on its DTH platform to 50. According to officials, more than 40 private free-to-air channels including Sahara One, India TV, Aastha, Sanskar, Channel News Asia have approached Doordarshan for joining its DTH platform.


Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.