Dish TV to allocate 80% of mktg budget for new offering DishOnline

We have very aggressive marketing plans to reach out to consumers in the digital medium across various platforms, says RC Venkateish, CEO, Dish TV

e4m by Abid Hasan
Updated: Oct 4, 2013 7:40 AM
Dish TV to allocate 80% of mktg budget for new offering DishOnline

In line with the changing demands of consumers, Dish TV has launched its online application, DishOnline. The full-fledged OTT (Over The Top) streaming application will provide entertainment on the go to viewers.

With this new online video streaming service, subscribers can watch live TV, movies, TV shows and videos on various devices such as smartphones, tablets, laptops, etc. The movie library includes over 1,000 Hollywood and Bollywood movies. The application can be accessed from Google Playstore and Apple App Store.

Elaborating on the new application, RC Venkateish, Chief Executive Officer, Dish TV India said, “As industry leaders and pioneers of the DTH sector, we continue to reinvent and redefine the market with thought leadership to be ahead of the pack. DishOnline is a unique service for our subscribers who want to keep in touch with their favourite shows and programmes even when on the move. We are delighted to offer them the world of unlimited entertainment on the go. This initiative will translate into huge competitive advantage for Dish TV as it is the only service provider in the cable TV and DTH industry to offer this one-of-a-kind facility.”

Dish TV, which was launched on October 2, 2003, has completed a decade in the content distribution business. Commenting on this, Venkateish said, “The journey has been phenomenal; Dish TV is the largest DTH provider not just in India, but in Asia as well and the third largest globally. Today, we are embarking on a new journey to address the changing needs of consumers and expanding our presence from TV screen to online medium as well.”

Sharing about the promotion plans, Venkateish said, “We are going very aggressively on the online space, because our TG is very tech savvy and available on the digital medium. We have very aggressive marketing plans to reach out to consumers in the digital medium across various platforms. We will be allocating almost 80 per cent of our spends to the digital medium. We will be using our own platforms to promote this service.”

When asked whether other broadcasters will receive any money for lending their services, he replied, “We have been in commercial negotiations with other broadcasters and have completed negotiations with 35 channels. There will be a commercial sharing of revenues, which these channels will receive as part of the negotiations.”

Existing Dish TV subscribers will be able to access channels across genres – general entertainment channels, sports, Hindi movies, English movies, music, devotional, infotainment and regional – through DishOnline. Some of the popular channels such as Zee TV, Sony, SAB TV, Zee Cinema, Zee Studio, Zee Cafe, Ten Action, Ten Cricket, Zee News, Aaj Tak, BBC, Sony Mix, Mastiii, Zee Marathi, Zee Tamil and Zee Telugu will now be available on this application. 

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