Dish TV, Asia Pacific’s largest direct-to-home (DTH) company and part of the Essel Group, is expanding the high-definition (HD) television viewing experience with the launch of its festive offer called ‘HD for all initiative’.
The company is eliminating the standard definition (SD) and HD TV viewing divide by providing access to popular HD channels to all its subscribers. Additionally, the company also unveiled its new-generation cardless HD set-top box (STB) ‘DishNXT HD’ to support this initiative. Currently, other DTH players charge an additional fee to customers subscribing to HD channels.
Anil Dua, group chief executive officer, Dish TV India Ltd, said that the HD space has been fast evolving and making significant in-roads into Indian households. “With a sharp focus on HD, this move aims at bridging the gap between the SD and HD subscribers and taking away the inhibitions involved in switching from SD to HD. Our endeavor is to increase affinity with our audiences by providing them HD viewing experience. This launch of ‘HD for all initiative’ and also the new DishNXT HD STB will lead to a rapid rise in HD consumption. It will also encourage subsequent upgradation to full HD experience, thereby expanding overall HD viewership and boosting our revenues," said Dua.
Dish TV said that HD-for-all is a further step up in customer initiatives that it started with the partial adoption of the Telecom Regulatory Authority of India (Trai) tariff order. HD access for all follows the recent launch of ‘Mera Apna Pack’ that allowed customers to choose their favorite HD channel for just Rs 17 + goods and services tax (GST). With the new innovative proposition, Dish TV has become the first DTH player in the country to offer HD channels with all its popular packs effectively for as low as Rs 169 + tax.
As for the new generation cardless STB, it has the ability to give five times better picture quality, whole new user interface (UI) and graphics and multilingual support. It comes equipped with an integrated smart chip technology to enable users to interact and tune-in to their television in a smarter way. The cardless feature eliminates the need of a separate viewing card for clutter-free experience and faster performance.
Currently, India has approximately 12.8 million households that have opted for HD channels. With the potential of having 25-30 million HD subscribers in the next five to six years, this presents a huge opportunity for DTH players.
Sukhpreet Singh, senior vice president - marketing, Dish TV India Ltd, said, “As part of our festive offering, this latest innovation has been designed keeping in mind the evolving needs of our discerning customers and to enable an end-to-end entertainment experience. With new clean, intuitive user interface, fast navigation and ease of controls, DishNXT HD is a game changer in the DTH entertainment, offering unmatched HD TV viewing experience.”
Dish TV currently has on its platform over 615 channels and services including 30 audio channels and over 67 HD channels and services. The company has a vast distribution network of over 1,976 distributors and over 261,211 dealers that span across 9,363 towns in the country. Additionally, it has 13 call centres (operating 24x7) catering to 11 different languages to take care of subscriber requirement at any point in time.
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