The Sameer Manchanda-promoted DEN Networks Ltd is planning to launch feature-rich 4k and `open’ set-top-boxes in the near future, apart from continuing to push its HD STBs. The reason: enrich consumer experience and keep pace with evolving global trends, which have started reflecting in a price-sensitive Indian market too.
As digitisation of Indian cable TV services rolls on with the final analog sunset date of 31 March 2017 not far off, DEN is also aiming to push its broadband service in approximately 20 more towns and cities over an year.
Speaking to Indiantelevision.com, DEN CEO SN Sharma said, “We do plan to launch 4k boxes over the next six months and are also working on an ‘open’ box to keep pace with evolving technologies and global trends very much visible in markets like the US and Europe. Such boxes would be rich in features like digital video recorder, in-built apps and go a long way in changing consumer experience.”
Would the strategy to launch 4k and feature-rich boxes work in a price sensitive market like India? While admitting limitations to such boxes in terms of gaining mass popularity, especially as supply of 4K programming is still scarce, Sharma added, “As consumer behaviour has changed and is still changing, we feel there would be a sizable number of buyers for high-end boxes, including HD, if properly marketed to consumers.”
Further explaining the reason behind this renewed push for HD and other consumer-enriching boxes, though comparatively costlier than the present ones, he said DEN is attempting to “keep pace” with DTH services, which had an advantage of starting off as a digital service unlike analog cable trying to convert to digital and other technologies like OTT.
“We aim to seed in the market at least one million HD boxes over the next 12 months,” Sharma elaborated, adding, “I was surprised to get feedbacks from consumers and partner LCOs after touring small towns. There’s a fairly good demand for HD boxes in such places too. And, sitting in metros, we used to think consumers in small places of India would not be able to afford HD boxes, which are certainly costlier than the normal boxes given to them earlier. Our HD initiative has started.”
DEN to launch 4k, 'open' STBs, give a leg-up to HD, b'band services | Indian Television Dot Com
As digitisation of Indian cable TV services rolls on with the final analog sunset date of 31 March 2017 not far off, DEN is also aiming to push its broadband service in approximately 20 more towns and cities over an year.
Speaking to Indiantelevision.com, DEN CEO SN Sharma said, “We do plan to launch 4k boxes over the next six months and are also working on an ‘open’ box to keep pace with evolving technologies and global trends very much visible in markets like the US and Europe. Such boxes would be rich in features like digital video recorder, in-built apps and go a long way in changing consumer experience.”
Would the strategy to launch 4k and feature-rich boxes work in a price sensitive market like India? While admitting limitations to such boxes in terms of gaining mass popularity, especially as supply of 4K programming is still scarce, Sharma added, “As consumer behaviour has changed and is still changing, we feel there would be a sizable number of buyers for high-end boxes, including HD, if properly marketed to consumers.”
Further explaining the reason behind this renewed push for HD and other consumer-enriching boxes, though comparatively costlier than the present ones, he said DEN is attempting to “keep pace” with DTH services, which had an advantage of starting off as a digital service unlike analog cable trying to convert to digital and other technologies like OTT.
“We aim to seed in the market at least one million HD boxes over the next 12 months,” Sharma elaborated, adding, “I was surprised to get feedbacks from consumers and partner LCOs after touring small towns. There’s a fairly good demand for HD boxes in such places too. And, sitting in metros, we used to think consumers in small places of India would not be able to afford HD boxes, which are certainly costlier than the normal boxes given to them earlier. Our HD initiative has started.”
DEN to launch 4k, 'open' STBs, give a leg-up to HD, b'band services | Indian Television Dot Com
