Deadline DAS: Quick 5 with RC Venkateish of Dish TV

Dish TV’s recent announcement is expected to set off a major price war. RC Venkateish, CEO, Dish TV in conversation…

e4m by Abid Hasan
Updated: Oct 12, 2012 9:52 PM
Deadline DAS: Quick 5 with RC Venkateish of Dish TV

Dish TV has fired its first salvo to woo subscribers in a post-digitisation market. The DTH player will be offering 70 channels free in the basic tier, which include Hindi GECs, Hindi news channels, music channels, Hindi movies channels and regional channels, among others.

In conversation with exchange4media, Chief Executive Officer RC Venkateish elaborates on Dish TV’s plans to maintain lead once digitisation of cable TV comes into play from November 1.

What is Dish TV’s game plan to maintain competitive edge in a post-digitisation market?
You will see a lot of marketing efforts and consumer-friendly initiatives from Dish TV, such as offering the basic tier of channels free of cost in the first phase of digitisation. Besides this, all our marketing plans and investments are close to $4-5 million. Marketing support as well as specially tailored offers for customers during the digitisation phase are in the pipeline.

How much of a price difference do you see post-digitisation between the channel packages of cable operators and that of DTH players?
DTH has always been able to command a premium in the market, so we are expecting about 10-15 per cent premium to be there.

How much of migration are you seeing of cable TV subscribers to DTH platforms?
Once digitisation happens and analogue signals are switched off, we will see a large scale migration from analogue and also from digital cable to DTH. The reason behind this migration is that people will see the service and quality of support and technology that DTH is able to provide, so we do believe that a large chunk will move to DTH. As far as Dish TV is concerned, these are trends and we can’t quote hard numbers around it yet.

It’s been roughly two months since Dish+ service was launched. How has the market response been? What percentage sales have you seen?
It has been fantastic. The market has exploded from 1,000 units per month to 30,000 units a month. It is helped us triple our share in the metros.

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