The country's top direct-to-home (DTH) players Airtel Digital, Sun TV and Dish TV have pulled the plug on ESPN HD and Star Cricket HD just before the start of the much-anticipated India-Pakistan series due to a sudden hike in tariffs by the broadcaster. There are almost a million high-definition (HD) subscribers on DTH in India out of a total market of 50 million.
A DTH operator told TOI that ESPN HD, which used to cost Rs 40 per month, is now being priced at Rs 142 monthly, while customers who earlier paid Rs 40 for Star Cricket HD will now have to pay Rs 120 monthly. This hike they said is too steep for them to pass on to their subscribers. However, Tata Sky, Videocon D2H and Reliance Big TV will continue telecasting the HD versions of the sports channels. The India-Pakistan series starts on December 25 and has attracted huge advertiser interest with ESPN expected to rake in around Rs 120 crore.
Salil Kapoor, Dish TV CEO, told TOI, "This sort of increase before the start of such a series is not justified and we have decided to not carry these channels on the HD platform. Broadcasters need to be more sensitive about pricing although we are still hoping some sort of a solution can be achieved before the series starts." He added the adoption and growth of HD in India will be impacted with this kind of insensitive pricing by broadcasters.
Dish TV has the highest number of DTH subscribers in India at around 14 million, while Airtel DTH has 7.5 million registered users. HD has been a growing segment for all DTH operators. A spokesperson for Airtel DTH also confirmed that they will not be telecasting the HD version of ESPN and Star Cricket.
However, media planners said advertisers won't be impacted in a big way as they do not pay separately for being on HD channels.
"Brands are not paying a premium for being seen on HD — it comes in the whole package deal. So it does not impact the advertisers at the moment. It actually hurts the DTH operators more to not carry these channels," said Basabdutta Chowdhury, chief executive of Platinum Media, a division of Madison Media.
Three DTH players pull plug on ESPN HD, Star Cricket HD - TOI Mobile | The Times of India Mobile Site
A DTH operator told TOI that ESPN HD, which used to cost Rs 40 per month, is now being priced at Rs 142 monthly, while customers who earlier paid Rs 40 for Star Cricket HD will now have to pay Rs 120 monthly. This hike they said is too steep for them to pass on to their subscribers. However, Tata Sky, Videocon D2H and Reliance Big TV will continue telecasting the HD versions of the sports channels. The India-Pakistan series starts on December 25 and has attracted huge advertiser interest with ESPN expected to rake in around Rs 120 crore.
Salil Kapoor, Dish TV CEO, told TOI, "This sort of increase before the start of such a series is not justified and we have decided to not carry these channels on the HD platform. Broadcasters need to be more sensitive about pricing although we are still hoping some sort of a solution can be achieved before the series starts." He added the adoption and growth of HD in India will be impacted with this kind of insensitive pricing by broadcasters.
Dish TV has the highest number of DTH subscribers in India at around 14 million, while Airtel DTH has 7.5 million registered users. HD has been a growing segment for all DTH operators. A spokesperson for Airtel DTH also confirmed that they will not be telecasting the HD version of ESPN and Star Cricket.
However, media planners said advertisers won't be impacted in a big way as they do not pay separately for being on HD channels.
"Brands are not paying a premium for being seen on HD — it comes in the whole package deal. So it does not impact the advertisers at the moment. It actually hurts the DTH operators more to not carry these channels," said Basabdutta Chowdhury, chief executive of Platinum Media, a division of Madison Media.
Three DTH players pull plug on ESPN HD, Star Cricket HD - TOI Mobile | The Times of India Mobile Site
