Reliance ADA Group is putting all its muscle behind the marketing initiatives of Big TV, the DTH venture from the Group that was launched on August 19. Market sources say that a figure of over Rs 100 crore has been earmarked for the marketing of this initiative. Big TV officials, however, haven’t confirmed or denied the figure.
Big TV’s digital home entertainment service would be available starting at Rs 1,490, which would include three months’ subscription.
Big TV is being launched on the MPEG4 DTH platform and would be available in over one lakh outlets across 6,500 towns in the retail rollout of a home entertainment product and service. In a prepared statement, Anil Dhirubhai Ambani, Chairman, Reliance ADA Group, said, “With the launch of Big TV DTH, we aim to offer a unique viewing experience in millions of Indian homes and further accelerate the growth momentum and enhance value for many million shareholders of Reliance Communications.”
Big TV has adopted a 360-degree campaign spanning television, print, radio, OOH and the Internet. It has booked 15,000 spots for three weeks. All 24x7 news channels, too, will be covering it. In radio, the DTH service has occupied 20,000 spots in three weeks, with five contests planned in leading contests. A full page advertisement in the front page of leading regional and English dailies has also been launched.
In the online spectrum, Big TV has tied up with top 15 websites like Yahoo, Google, Rediffmail, etc. It has also integrated with Facebook and Orkut. Big TV has launched 10,000 hoardings in three days and 80,000 retail signages. It has also installed digital screens inside malls.
Big TV is the official media sponsor for IPL and T20 matches and is largely engaged in cricket for most of the upcoming games.
Sanjay Behl, Group Head, Brand & Marketing, Reliance Communications, said, “Big is the flagship entertainment brand of Reliance ADA Group, with an established presence in diverse entertainment verticals, the fully integrated end-to-end infrastructure capabilities that support the Big brand places it in a unique position to soon become amongst worlds leading entertainment brands. Big TV launch will mark the shift of television content control from broadcaster to customer hands and define the future of TV viewing in India.” Behl is of the opinion that even on the marketing angle, the market needs change. “Whatever we are offering should be addictive, therefore, creating word of mouth,” he added.
Arun Kapoor, CEO, Reliance Big TV Ltd, said, “Big TV DTH would deliver fully digital picture and sound, choice of channels for every family member and highest levels of customer service across the country. Providing a better value proposition to Big TV customers by offering superior content and service at prevailing market price points is an integral part of our strategy to achieve leadership position within first year of launch.”