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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,
hockey and 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. In terms of reach, the sports genre has shown growth in the CS4+ and CS15+ segments across the country. With reach of 48 - 49 per cent in the eight metros (according to TAM data
provided by a subscriber), sports genre is one of the most sampled after Hindi movies and general entertainment.
The operator has introduced four new packages- Maxi-Sports, All Sports, Platinum Sports and New Titanium. While the first one includes six sports channels, the rest have all the eleven sports channels on air (in standard definition) included in them. Kapoor explains that the increase in the consumption of non-cricket sports led to the strategy of basing the packaging on the sports
offering. He believes that sports is the next big thing in entertainment and the packed calendar throughout the year across domestic and international leagues, tournaments and series
will help the new packs gain traction. In fact,the new subscriber acquisitions (by Dish TV) have gone up by 10 per cent since the launch of the new packs and the company hopes to take that number to 25 per cent over the next three months. The operator has a subscriber base of 11.7 million users nationally.Kapoor also believes that the sports offering by Dish TV is competitive in terms of pricing when compared to peers. Its base pack offers six sports channels, while other offer three to four sports channel at a comparable price.
"We understand the type of sport viewed will vary from age group to age group and across
demographic profiles. This makes it even more pertinent to have a heavy presence of sports
channels in all our packages," says Kapoor. India still pre-dominantly consists of single television homes and consumers prefer to go in for the most cost effective package which has something for everyone in the family/ household. The old packs will eventually be phased out.
The operator has stopped new subscriber acquisitions on the basis of the old packs and
is pushing the new packs at the various points of sale. Dish TV targets new acquisitions through sports driven packages | Business Standard News
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,
hockey and 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. In terms of reach, the sports genre has shown growth in the CS4+ and CS15+ segments across the country. With reach of 48 - 49 per cent in the eight metros (according to TAM data
provided by a subscriber), sports genre is one of the most sampled after Hindi movies and general entertainment.
The operator has introduced four new packages- Maxi-Sports, All Sports, Platinum Sports and New Titanium. While the first one includes six sports channels, the rest have all the eleven sports channels on air (in standard definition) included in them. Kapoor explains that the increase in the consumption of non-cricket sports led to the strategy of basing the packaging on the sports
offering. He believes that sports is the next big thing in entertainment and the packed calendar throughout the year across domestic and international leagues, tournaments and series
will help the new packs gain traction. In fact,the new subscriber acquisitions (by Dish TV) have gone up by 10 per cent since the launch of the new packs and the company hopes to take that number to 25 per cent over the next three months. The operator has a subscriber base of 11.7 million users nationally.Kapoor also believes that the sports offering by Dish TV is competitive in terms of pricing when compared to peers. Its base pack offers six sports channels, while other offer three to four sports channel at a comparable price.
"We understand the type of sport viewed will vary from age group to age group and across
demographic profiles. This makes it even more pertinent to have a heavy presence of sports
channels in all our packages," says Kapoor. India still pre-dominantly consists of single television homes and consumers prefer to go in for the most cost effective package which has something for everyone in the family/ household. The old packs will eventually be phased out.
The operator has stopped new subscriber acquisitions on the basis of the old packs and
is pushing the new packs at the various points of sale. Dish TV targets new acquisitions through sports driven packages | Business Standard News
