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Dish TV looks to increase revenue per user with value-adds
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Direct-to-home satellite TV major DishTV hopes to take its average revenue per user (ARPU) to Rs 250 in the next couple of years from the current Rs 156. This can be achieved by targeting the potential subscriber base and offering them more high-definition channels and other value-added services, including interactive channels, said R. C. Venkateish, CEO of the company.

He said, currently its ARPU from HD subscribers is Rs 414, “and it is moving up”. The company has put in place a marketing mechanism to track subscribers who are regular and subscribers who tend to move, as the company can target its various promotional offers at specific audiences. For example, those who are regular have greater potential to upgrade and, hence the company will offer them new value-added services; and those who are not can be offered cheaper and specific packages so that they do not move to the competition, Venkateish explained.

Dish TV on Thursday launched a standard definition recorder, Dish-Plus, with “unlimited” recording capacity. At an entry fee of Rs 1,690, these boxes come with a 4GB pen drive free, as a promotional offer. Currently, only high-definition set-top boxes come with the recording facility. “There has been a need gap in this segment, and hence we are launching it,” he said.

It also signed on Southern film actor Jiva to endorse the brand, “as its brand ambassador Shah Rukh Khan is not as effective in the South”. However, he said, the Bollywood star is Dish TV’s national brand ambassador.

Dish TV, with over 13 million subscribers, is the country’s largest direct-to-home service provider and offers over 400 channels. Answering a question on expanding its channel offerings, Venkateish said the company is not in a hurry to expand the number of channels it currently has on board, “as only 60 core channels move the meter. But, going forward, yes, we will increase them, depending on the availability of transponder space,” he said.

-thehindubusinessline.
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