Zee Telefilms is now eyeing the lucrative urban markets to promote Dish TV, its direct to home (DTH) service, after focussing on rural areas since its soft launch in October 2002.
Jawahar Goel, vice-chairman of Zee Telefilms, said, “We are planning a marketing blitz, which will starts next week, to promote the DTH service in metros and mini metros. The campaign includes television commercials and outdoor publicity.” On pricing, Goel said, “There will be no price discrimination between the urban and rural markets. ”
Dish TV has a subscriber base of 1.5 lakh, of which 90 per cent is from the rural markets. Recently, the DTH service provider has added a number of channels, including ESPN Star Sports, to offer a larger spectrum of television programming to its subscribers. The number of channels are expected to go up to 100 over the next week from the existing 83.
Goel said, “From August 15, Prasar Bharti’s channels will also be available on the Dish TV platform taking the total count to 150.” Broadcasters are required to pay Prasar Bharti Rs 72 lakh per annum per channel to telecast their channels on its DTH service.
However, Zee and Prasar Bharti have entered into an agreement, whereby each will allow an equal number of channels from the other’s stable on the Zee’s DTH service free of cost.