IndianMascot
Core Member
Dish TV, a leading DTH player of Zee Network, is rejigging its brand strategy with a new regional-content brand, Zing. Designed for tier III and IV towns, Zing would play a role in the third and fourth phase of digitisation, according to the parent which has 16 million gross consumers. Salil Kapoor,COO, tells Digbijay Mishra that while the need to communicate in local languages is the need of the hour, India will remain a low ARPU (average revenue per user ) market, unlike foreign countries. Edited excerpts:
How will Zing help?
There are 90 million who have TVs and we feel that Zing will have potential in phase three-four. Firstly, Zing will offer the product/ content that the consumers want and at the price that they want.
Lower tier towns are important for your digitisation strategy?
The potential is huge as there are 242 million homes. People who don't have TVs and people who do not have DTH in their homes are mostly coming up to us from tier III and IV towns, where regional content demand is high. There we will compete directly with local cable players. That is why Zing was launched.
In DTH, Airtel and Tata Sky have gained substantial share. How will you keep your lead?
To stay ahead, we have brought Zing. Doing what all of us have been doing is not enough to beat local cable now because the customer has very different needs from urban areas. We have 16 million out of the total 60 million. In the last quarter, we added about 350,000 subscribers.
Will you take Zing to other states?
We are starting in West Bengal and Odisha. We will take our time to move on to other states. The packaging would be different in different regions for Zing.
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