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DTH players eye 50% growth in festive sales
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#1
Mumbai: Direct-to-home (DTH) companies say that they have already seen 30%-35% growth during the festive season, and are still hoping to reach 50% by the end of this month (festive season).

With already existing 16.5 million subscribers, the players of this sector expect to add another 1-1.5 million subscribers by the end of this festive season. Last financial year, before the festive season, there were 8 million DTH subscribers, which increased to 9 million during the festive season.

Sugato Banerjee, CMO, Bharti Airtel DTH said, “Commencement of any festive season sees an increase in demand for entertainment, be it new releases or new programs on television. During the festive season the sale of durables, this includes TV. Since TV is directly related to DTH, the sale of DTH during the festive season increases.”

Industry experts say with DTH players introducing new packages and reducing set-top box prices during the festive season, the desire to own an improved quality service at value driven pricing holds immense potential in every TV household in India.

Talking about the festive season, Sanjay Behl, CEO, Reliance Big TV said, “The current average revenue per user of Big TV stands at Rs 200 per month, and with the festive season we are expecting a fair growth of 15% in the ARPU. We have crossed 2 million subscribers and expect to sustain aggressive growth in the future.”

However, Sun Direct says that the company so far has seen good sales during the festive season and expects to see a 25-30% extra surge in sales. While the company’s current subscriber stands at 4 million, it is looking at touching 6 million by the end of the financial year. Tony D’silva, COO, Sun Direct said, “The festive season is a small bonus for us as it helps us in getting extra sales.”

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#2
With offers and promotion in the DTH field the speculation of increased growth during the festive period was high but the extent of growth varies.
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