MUMBAI: Dish TV is out to get cable TV subscribers in its fold. India’s largest direct-to-home (DTH) company has created a sub-brand, Zing, to target regional markets and mop up price-sensitive subscribers in Phases III and IV of digitisation.
In Bengal, the company is offering new Zing connection at Rs. 1,099 (installation charges additional), while the Dish TV box is available for Rs. 2,099. The obvious target is the 10 to 12 million analogue cable TV homes that are to be digitised in Phases III and IV. However, Dish TV will not encourage its existing subscribers to shift to Zing, Dish TV COO Salil Kapoor said.
There will be three packs priced at Rs. 175 ( Rs. 149 plus taxes), Rs. 249 and Rs. 349. All the packs will have regional channels as base.
“Zing is a specific offering for an audience which is a completely different demographic. The Phase III and IV homes are from small towns and interiors and many of them want content in their own language. What other DTH players and even Dish TV provide is a national base pack and regional add-on packs. Zing will work the opposite way. The base pack will have all regional channels, while national and international channels will be add-ons,” Kapoor told TelevisionPost.com.
Read more at: http://www.televisionpost.com/dth/dish-tv-out-to-get-cable-tv-subscribers-with-new-sub-brand-zing/ | TelevisionPost.com