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DishTV uses television to spread awareness of its Internet services

14-August-2009
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DishTV uses television to spread awareness of its Internet services

Of late, DishTV, the DTH service provider from Zee Network Enterprise, has partnered with Monster.com, Shaadi.com and Yatra.com to provide their services on DTH, thus increasing its value added services (VAS). Now, DishTV has announced the introduction of ‘Life Services’ by converging the Internet with the television medium, which is providing Internet services on television to reach out to the masses across India. This move is seen as an effective way to enable anytime access to ‘life services’ like travel, job search and matrimony.

The objective is to drive awareness about the launch of the three new services – Monster Jobs Active, Travel Active and Shaadi Active. “Through our tie-up with Yatra.com for Travel Active, the subscribers can search and book the best selling holiday packages, hotels, international and domestic airline tickets at discounted prices. Monster Jobs Active, powered by Monster.com, and Shaadi Active – all these services can be accessed by just a click of the DishTV remote in the comfort of one’s home,” said Salil Kapoor, COO, DishTV.

DishTV claims to offer maximum width and depth of content with over 240 channels and services.

The creative agency for this TVC was Lowe Lintas. However, DishTV has only recently roped in TAG Delhi as its creative agency. The production house is Red Chillies, while the director of this TVC is Haroon Mirza. The campaign is expected to last for about four weeks.

While the marketing budget was not disclosed at the time of filing of the report, it has been learnt that DishTV has called for 360 degree advertising campaign to promote ‘Life Services’. One of the reasons for using television as a medium to promote its Internet services is because of the low broadband penetration in India, which stands at around 2 per cent, and since television penetration is over 50 per cent in India, this move is seen at as aim to help spread awareness of its ‘Life Services’ to wider audiences.

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