In conversation with Reliance Digital TV’s Umesh Rao
Umesh Rao, Senior Vice President & Chief Marketing Officer, Reliance Digital TV shares his views on the growth and placement of Reliance Digital TV.

Umesh Rao, Senior Vice President & Chief Marketing Officer, Reliance Digital TV, has two decades of rich experience in the foods, FMCG, luxury retail, advertising and new age entertainment categories. He has worked with leading Indian and MNCs like Dabur India Ltd, Duncan Industries Ltd, Godfrey Phillips India Ltd and Rivoli Group, Dubai. He has had global stints in North Americas and Dubai.
Reliance Digital TV was launched in 2008. How has the journey been so far?
Reliance Digital TV entered the DTH market as a challenger brand in August 2008when there were already three established players. Our core focus was to build significant presence in the entire entertainment and communication ecosystem, across content, services and distribution platforms.
In our journey so far, we have had several milestones to our credit, for instance, being the fastest ever subscriber ramp up in the DTH category, first in the industry to offer customer segmented and laddered subscription packages, one of India’s largest bouquets of over 260 channels and highest number of regional channels. We have been rated as India’s Best Digital TV service on video and audio quality by Milward Brown through an independent pan-India survey, we are amongst the Top 3 customer service brands in the Indian DTH industry as per Hindustan Times MaRS Survey, India’s best after-sales installation service with over 85 per cent installations done in less than 24 hours of booking, India’s first High Definition-cum-advanced digital video recorder offering 200 hours of recording, trick play and universal remote functions.
With almost a dozen players in the market, how do you maintain a place for yourself?
At Reliance Digital TV, we focus on some strategic levers to create offering differentiation. We always believe in increased product relevance and differentiation, content enhancement both at mainstream and regional levels, pan-India distribution, installation and after sales service. Since there are chances of being lost in the clutter, we also believe in brand differentiation through sustained advertising and promotional programmes and enhanced service stickiness through interactive and VAS products.
What are the recent promotional activities that you have indulged in and what is your marketing strategy henceforth?
We firmly believe that promotions play a pivotal role in our marketing mix as they help us create alternative touch points and experientially market Reliance Digital TV. At Reliance Digital TV, we believe that it is very important to educate the customer, create relevant disruption and position ourselves as a superior digital TV viewing offering. We do this through various programmes such as ATL advertising and rigorous BTL push through in-shop demonstrations and innovative retail display programmes.
We also explore partnerships to widen the appeal and usage through cross category product bundling alliances across TV, durables manufacturers and other service providers such as banks, retail chains, airlines, travel portals, etc. In recent times, we launched a HD set-top box on January 11 and tied up with ESPN-STAR Sports to bring ICC World Cup in High Definition format. We have introduced a unique service initiative to address customer queries and resolve their service problems at the earliest through our Day & Night service. In order to widen the usage and visibility of our brand, we have signed a corporate alliance with MIRC Electronics Ltd, owners of Onida TV range, and have introduced Flexi Sports pack, giving our subscribers the ultimate freedom to select any two channels from seven sports channels.
What, according to you, makes Reliance Digital TV different from its competitors?
Firstly, we offer over 260 TV, cinema and audio channels, the highest by any DTH operator in the country. Considering the huge demand for movies, Reliance Digital TV offers 19 exclusive cinema channels on its platform. Other than this, we offer the widest and the most complete range of products in the DTH sector, right from Standard Definition Box to High Definition cum Advanced Digital Video Recorder (HD-DVR) to High Definition Set Top Boxes (HD-STB).
Reliance Digital TV comes with a successful telecom heritage. The telecom expertise has been efficiently utilised in customer segmentation and marketing programmes, customer care, advanced IT and billing capabilities in pre- and post-paid platforms and exploiting pan-India sales and distribution networks.
We also offer a plethora of value added services to subscribers. In addition to this, through our choice pay channel service, we offer latest blockbuster movies. We were also are the first to offer niche content such as plays and concerts on our platform.
Which creative and media agencies are you working with as of now?
Our creative agency is Leo Burnett, while OMD is the media agency.
What are the advantages and challenges of this medium in the current scenario?
As far as advantages and opportunities are concerned, in a TV household base of 130 million, DTH has a penetration of little over 20 per cent. Given the large Indian population, television penetration potential and relevance of television- based entertainment for Indian households, we see a huge potential for growth. Also, with TRAI’s recommendations on clear cut phase wise implementation of digitisation and addressability will give immense boost to digitisation and thereby, accelerate growth of digital platforms, including DTH.
The challenges are high incidence of taxes in the DTH industry, which unduly extend the payback period for the industry. Also, unlike other countries, content exclusivity and niche content is not allowed in India, leaving very few avenues for differentiation and sustained profitable growth.
The Indian DTH industry is still at a very nascent stage, but is undoubtedly growing at an unprecedented pace as compared to other DTH markets across the globe. While the industry is acquiring subscribers through aggressive offers, the larger challenge will be to increase stickiness and keep moving the customer up the value chain.
How important are events for you? What all have you done in this field?
Events assume a critical role in showcasing and profiling our brand. We use the medium of events judiciously to showcase new offerings and to reach out to prospective audiences for our brand.
What targets have you set for 2011?
Reliance Digital TV will continue to blend the best in technology, content, distribution, and service delivery standards to offer world class digital TV viewing experience to consumers. In 2011, we will singularly focus on cutting edge innovations across all our offerings to remain ahead on the delivery curve.
How has digital delivered in terms of creating visibility for the brand?
Digital is an evolving, new age medium for us and is being used to reach out to the younger and more tech savvy consumers. We are also using this as a tool to generate viral and seek audience feedback on our new offerings. This medium gives us the necessary ‘surround’ and compliments the traditional modes of A&P being deployed by us.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube
NCLAT likely to hear ZEEL's plea today
The appellate body had deferred the hearing for ZEEL’s petition against the NCLT order
By exchange4media Staff | May 26, 2023 8:54 AM | 1 min read
The NCLAT is likely to hear ZEEL's petition in the Sony merger issue on Friday.
This is after the appellate body deferred the hearing in the petition against the NCLT order passed on May 11.
The network had said that it did not have the opportunity to present its arguments.
On May 11, the NCLT directed the exchanges to reassess the approvals, which previously got a thumbs up from the Securities and Exchange Board of India (SEBI).
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube
BCCI likely to wait for Zee-Sony merger to sell media rights for bilateral matches: Report
The report also claims there is a possibility that the BCCI may not sell the rights for four years but instead for a different tenure
By exchange4media Staff | May 26, 2023 8:44 AM | 1 min read
The BCCI may wait for the completion of the Zee-Sony merger to sell media rights for the Indian cricket team’s bilateral series, according to a report in a leading business publication.
The report, which quotes sources, suggests that the cricket board would “wait for some time and watch how the Zee-Sony merger pans out before issuing the tender.” The report also claims there is also a possibility that the BCCI may not sell the rights for four years (from 2023 to 2027) but instead for a different tenure.
The report further says that The BCCI would want to issue the tender before the Asia Cup in September this year, but would hope that the Zee Sony merger has been completed by then.
Sony had the broadcast rights for IPL from the first edition till 2017, when Star India (now Disney Star) picked up the rights. Sony Sports Network also holds the rights to broadcast games from England, Pakistan and Sri Lanka.
Also, the BCCI has still not decided if it will go for e-auction or other modes for selling th rights. BCCI may also separate the rights of men's and women's rights.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube
ZEEL posts Rs 8168 cr as revenue for FY23
ZEE5’s total revenue for the year stands at Rs 741 crore, up 36% compared to the previous fiscal
By exchange4media Staff | May 26, 2023 8:43 AM | 2 min read
Zee Entertainment Enterprises Limited's (ZEEL) revenue for the fiscal ended 31st March 2023 stands at Rs 8167.62 crore compared to last fiscal’s Rs 8305.86 crore.
The company has recorded ad revenue of Rs 4057.89 crore a drop of 7.6% compared to last year’s Rs 4396.15 crore.
As per reports, ZEEL has posted a net loss of Rs 73 crore for Q4 compared to the corresponding quarter last year.
Subscription revenue saw a 2.7% growth at 3335.47 crore on March 31, 2023, compared to Rs 3246.6 crore last fiscal.
The company said that its other sales and services revenue YoY was down 25%, and up 71% QoQ aided by new launches and higher syndication revenue.
The company's expenditure was up 10.3% to Rs 7364 crore compared to Rs 6674.14 crore. EBITDA for FY23 was down by 38% YoY due to a decline in revenue and elevated strategic investments across the business. It fell from Rs 1780.33 crore to Rs 1101.1 crore this fiscal. EBITDA margin came in at 13.6 % compared to 21.7%.
The operating expenditure for the fiscal increased 10.5% to Rs 4468.6 crore from Rs 4041.79 crore. Profit after tax for the business has dropped by 76.1 % from Rs 1053.8 crore to Rs 251.4 crore.
The total revenue for its OTT platform ZEE5 stood at Rs 741 crore, up by 36% in FY23 compared to the previous fiscal.
The company said that the programming and technology costs were higher YoY due to higher content cost in movies, investment in ZEE5 and Sports.
Personnel expenses decreased from Rs 826.1 crore to Rs 823.8 crore YoY.
Advertising & Promotional expenses surged by 23 % to Rs 1055.4 crore from Rs 858.5 crore as new content launches on Digital increased the marketing cost on a YoY and QoQ basis.
Compared to the last quarter of FY22, the advertising and subscription revenue of the company fell by 5%.
The platform's global MonthAly Active Users (MAUs) stands at 113.8 million in March 2023 compared to 104.8 million in March 2022. The number of Global Daily Active Users (DAUs) has increased from 10.5 million to 11.1 million.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube
Arnab Goswami tenders unconditional apology before the Delhi HC in 2016 case
The case was filed by former Executive Vice Chairman of TERI R.K. Pachauri against him and others
By exchange4media Staff | May 25, 2023 6:48 PM | 1 min read
Arnab Goswami, Managing Director and Editor-in-Chief of Republic TV has tendered his unconditional apology before the Delhi High Court in a 2016 contempt case.
The case was filed by former Executive Vice Chairman of TERI R.K. Pachauri against him and others for "fragrant and willful disobedience" of the court's earlier orders restricting them from publishing certain claims against him.
"I hereby tender my apology to this Hon'ble Court and request that this Hon'ble Court may graciously be pleased to accept the apology and close the instant proceedings against the deponent," reads Goswami's affidavit submitted in court on April 28.
The affidavit further stated that Goswami is a law abiding and a respectable citizen of the country, holds all courts in high esteem and has the highest respect for the Delhi High Court.
"I had no intention to commit any act/ omission amounting to disobedience much less, wilful disobedience of the orders of this Court. I say that the alleged broadcasts were done under the bona fide belief that the same was not prohibited in terms of order passed by this Hon'ble Court on 18.02.2015 passed in C.S. (OS) 425 of 2015. The alleged broadcasts were made as part of fair reporting in view of the liberty under Article 19(1)(a) of the Constitution of India as recognised by this court in the aforesaid order," the affidavit reads.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube
India Today Group to launch its free-to-air English news channel in the UK
The channel will be launched on May 31
By exchange4media Staff | May 25, 2023 4:49 PM | 1 min read
The India Today Group has announced the launch of India Today in the UK market from May 31. This is a follow-up to the launch of the Group's Hindi news channel, Aaj Tak, in the UK market. Previously operating as a hybrid channel, Aaj Tak and India Today served UK audiences with unique content.
With the launch of India Today, the English news channel will now be available as a free-to-air service, broadcasting in standard definition (SD) and accessible on Sky Channel No. 523. This will position it alongside other prominent English news channels, including Sky News, BBC News, GB News and Talk TV, the group said in a press release.
Meanwhile, Aaj Tak will continue to be available on Sky Channel number 710, providing uninterrupted access to Hindi content for viewers. The India Today Group, renowned for its comprehensive news coverage and commitment to delivering high-quality content, is thrilled to bring its linear presence to the UK audience.
“With its launch in the UK, India Today aims to captivate audiences with its insightful reporting, engaging programmes, and unwavering commitment to journalistic excellence. The channel's introduction is a testament to the India Today Group's dedication to delivering informative and relevant content to viewers worldwide,” read the release.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube
ZEEL to appeal against NCLT order: Reports
The network is expected to contest that it did not have the opportunity to present its arguments
By exchange4media Staff | May 24, 2023 8:57 AM | 1 min read
ZEE Entertainment Enterprises is likely to move the NCLAT against the NCLT order, media networks have reported.
The network is expected to contest that it did not have the opportunity to present its arguments. ZEEL may challenge NCLT's jurisdiction regarding the non-compete fees issue.
The NCLT will be moved in a day or two, reports said quoting sources.
We had earlier reported that on May 11, the NCLT directed the exchanges to reassess the approvals, which previously got a thumbs up from the Securities and Exchange Board of India (SEBI).
SEBI has passed an interim ruling against one of the promoters of the Essel Group, which owns Zee.
The exchanges have also been asked to review whether the payment method for the non-compete fee between two Mauritius entities is in accordance with the relevant SEBI policies.
The proposal for the ZEE-Sony merger has already been green-lighted by the BSE, NSE, Zee shareholders and the Competition Commission of India.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube
Sarah Jacob quits NDTV
Jacob was associated with NDTV for over two decades
By exchange4media Staff | May 23, 2023 5:37 PM | 2 min read
NDTV’s popular anchor and Senior Editor Sarah Jacob has quit. Jacob, who has worked at NDTV for over 20 years, also hosts the show We The People.
In an email to NDTV staffers, Jacob described NDTV as an “amazing newsroom filled with the most creative and driven reporters”.
“I cannot thank you enough,” she wrote. “Working with the best in the business has been an honour.”
"Last night, I resigned from NDTV. To Dr. Roy and Radhika Roy, Thank you for building what was one of India's great media institutions. To my many colleagues of over two decades, thank you for the memories.
It has been a fantastic ride from 2001 to 2023 at NDTV in various capacities. From being a reporter to having my own show has been rewarding and I am forever grateful for all that NDTV gave me and continues to offer. To be in the middle of the most spectacular years of the Indian TV news industry boom, that too at NDTV, which has set the standard of excellence for the industry, has been a magical career thus far. I hope future generations get to work at a place like I did, while learning the ropes. A most special thanks to my viewers, supporters and critics. You all had just as much to contribute in making sure I improve, introspect and learn. Your feedback keeps us honest. I will miss my show 'We the People' immensely and hope that whoever takes over from me will continue to ask the tough questions, but for now this is Sarah Jacob, signing off from NDTV," she wrote.
Many prominent names associated with the channel have quit the network recently and they include: Ravish Kumar, Nidhi Razdan who stepped down as Executive Editor,Group Editor Sreenivasan Jain, NDTV Group President Suparna Singh, Chief Strategy Officer Arijit Chatterjee, along with Chief Technology and Product Officer Kawaljit Singh Bedi.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube