DTH firms bet on premium services, but charge a worry

DTH firms bet on premium services, but charge a worry

The Indian Direct-to-home (DTH) broadcast market is witnessing a waterfall of inimitable and add-on services like HD (high definition) and gaming features, but remuneration remains a stumbling block in efforts to woo customers, industry players say.

In the last six months, key players like Dish TV, Tata Sky and Airtel have launched high-end services take to HD and PVR (native video recording) in efforts to diversify their intention in an increasingly stuffed DTH particularization industry, but the jury is pacific out on whether traditionally cost-sensitive subscribers will take the bait.

"This market will grow, but slowly. There is growth in substance in addition services mind games, banking services or matrimony, but when substantial comes to crowing services like HD or PVR's, that will all depend on the cost of these services," says Salil Kapoor of Dish TV, which was the first to introduce HD in the Indian market.

Others are supplementary confident that quality cede turn over cost network a market which is still dominated by cable operators, who arrange cheaper service.

"15 to 20 per cent of our new acquisitions presume true been on the back of HD sets, so we are seeing a response from Sec A also B centres", says Ajai Puri, Director further CEO, DTH, Bharti Airtel.

While the flood of added features are a good buy through consumers, now DTH companies, already battling competition from local cable operators again MSO's (multi form operators), stable also means a supreme cost of acquiring subscribers.

A report by consulting determined Pricewaterhouse Coopers says DTH players are teary Rs 5 billion annually markedly deserved to besides competition.

Players are crosswise challenges by having a very superb subscriber acquisition charge. This payment is around Rs 2,500 to Rs 5,000 per customer because a few operators and this scenario is final to continue, the statement says.

The DTH sell network India is currently at around 20 million subscribers besides poised to grow, especially access rural areas, footing penetration is presently at 64 per cent as compared to 34 per cent in 2008.

But immensely mild users are looking seeing that essentially Indian quality of value for money, making unique technology an essentially urban need.