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Given the growth trajectory of the Direct to Home (DTH) market in the country, the digitisation is set to usher in a fresh momentum, especially the way it is likely to fuel the demand for the Digital Video Recorder (DVR) that empowers the viewer as never before.

The digitisation drive due to kick off in four top metros beginning July 1 has thus got the DTH industry talking about the way ahead in this category. As of now the DVR take off here has been lacklustre with experts blaming cost ranging Rs5,000-Rs6,000.

Berges Mallu, a media technology analyst, said: “A recorder is considered to be mostly upper and middle class product. As the entry cost to buying a DVR set-top box is higher, it’s not going to be something most first-time users are going to buy.’’

“Price apart”, he said, “Storage capacity, the flexibility to record and the range of models available in India are rather poor.”

The ability to record content for watching it at viewer convenience has helped shift the power back to the consumer as is evident in soaring popularity of DVRs all over the world.But in India, industry experts pointed out that pricing needed to be reviewed, to push DVR sales in the country.

The DVR feature brings upfront the technology elements. The existing DVR market has two types of products: one with the in-built storage (Tata Sky, Airtel) and other with external storage facility (Dish TV). An analyst said, “How much one needs to record is something which differs from person to person. These days, most people have some or the other form of external storage device at home which can be very easily used to record as against making consumers pay for inbuilt storage space in the set-top box.”

What has thus been the response so far to the path-breaking technology?

“The total DVR installed base collectively will not be more than 50,000 to 60,000 subscribers at present. We have converted our entire HD offering into DVR so automatically it goes free of cost. So, Dish TV offering alone should be able to get 50,000-60,000 subscribers in a few months’ time going forward once digitisation becomes mandatory,” said RC Venkateish, CEO, Dish TV.

Endorsing the bullish sentiment,Shashi Arora, CEO (Media), Bharti Airtel DTH, said, “Today recorder is one of the milestones in the path to technology leadership.”

“The record from mobile and internet feature as also series and time-based recording will be of immense value to this set of customers, who no longer need to be worried about missing their favourite programmes,” he added.

On the Airtel offering in the recording market, Arora said“A regular DVR box from Airtel digital TV costs as low as Rs 5,990, which includes installation charges. We also offer a year warranty on set-top box maintenance.”

Venkateish highlighted the cost benefit being offered by Dish TV: “Dish TV is the only player with the external recording capability and this has allowed us to bring the price down and make it affordable. Our high definition DVR that allows a subscriber to plug in an external storage device (practically unlimited storage) is being offered at a very user-friendly price of Rs 2, 600.”

Source> http://www.dnaindia.com/mumbai/report_dt...er_1702430