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RC Venkateish on DishTV’s aggressive mode for 2011

08-December-2010
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RC Venkateish on DishTV’s aggressive mode for 2011

DishTV has been going strong in the DTH space, crossing the 9 million-subscribers recently, while the DTH subscriber base has crossed 29 million DTH households in India. In conversation with exchange4media, RC Venkateish, CEO, Dish TV, speaks about the DTH leader’s plans for 2011.

Venkateish said, “We just crossed 9 million subscribers earlier this month. We have increased the gap between us and the next largest player by almost by 50 per cent. The first challenge is to get into brand distribution penetration as far as possible in terms of width to make the product readily and easily available. Apart from the width, we have a strategy for the upper tier and we have a strategy for mass distribution.”

Also, interestingly DishTV plans to revive its home channel to reach out to a wider audience on their platform. Venkateish informed, “We are working on our home channel and are in the process of revamping and re-launching it with a lot of features around that service. I have a captive 10 million people, so we are looking into how we can market or get advertisers to connect with the 10 million people on the platform. We have two or three channels and we are revamping them and making them more interesting. We are making it something that will be really interesting for viewers to watch. We are working on to try and unlock the ad revenue.”

In the process, DishTV has also hired a sales head, which is not a common appointment for direct-to-home platforms. Dilip Jayaram has been roped in as VP, Ad Sales for DishTV.

Commenting on the development, Venkateish said, “We are very pleased to have Dilip Jayaram, with his vast experience in the advertising and sponsorship Industry, come on board. With a rapidly growing subscriber base of over 9 million customers, the DishTV platform offers a unique opportunity for targeted advertising, and we believe this will rapidly develop into a significant revenue stream. Dilip’s mandate will be to pioneer this exciting opportunity.”

Speaking further on the growth plans, Venkateish said, “I have two objectives – one is acquisitions, that is, getting new people on my platform, which is where I get my growth and try to get my large share and maintain leadership position by distribution. So, that is the clear acquisition strategy driven by distribution expansion, by product innovation, by technology innovation and price range promotion and marketing like any classic FMCG marketing exercise, which takes a major chunk of the organisation’s energies and investment. The other constituent that I have is to look at my existing subscribers that are on board and that number is large. So, how do I service these people properly, which covers the whole gamut of customer services, touch points that keep these guys happy. They are already a huge base, how do I actually monetise that base through revenue streams, which we have not yet tapped like advertising, which I see has a huge potential.”

 

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