Dish TV, the country first direct-to-home service provider has revamped its consumer facing packaging on the platform in order to expand its subscriber base. The new packaging leverages the packed sports calendar around the year with the emergence of new leagues (domestic and international) and the acceptance of non-cricket sports like football, hockeyand most recently, kabaddi. In the new channel package options, three of the four packages include all the 11 sports channels available to Indian viewers today.
Currently, the DTH service providers across the country are bound by a 'must-provide' clause which entails that every channel must be given carriage on the platform. This means that unlike the United States and UK, the DTH operators cannot strike any exclusive content deals with the broadcasters for channels. In other words, the DTH platforms have no exclusivity when it comes to content since all channels have to be carried on all operators' platform.
"In such a scenario, we have to provide some kind of value addition which will differentiate our product from the peers. While content is the same on all the DTH platforms, the packaging and the pricing are the only two avenues that can bring about differentiation. In case of pricing, it becomes a never-ending war and after a point, the pricing cannot be competitive. So we decided to innovate with packaging," says Salil Kapoor, COO, Dish TV.
Dish TV targets new acquisitions through sports driven packages | Business Standard News
Last edited by a moderator:
