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HDTV becoming an equaliser, but infrastructural hurdles need to be cleared, say media planners
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#1
The HDTV boom is now a reality with most of the DTH players offering high definition television. As Sun ventured into HD television the rest of the DTH operators like Dish TV, Tata Sky, Reliance Big TV, Airtel Digital TV followed suit. With the FIFA World Cup being broadcast in HD television and the upcoming commonwealth games will be broadcasted in HD Television as well, HDTV has a long way to go. exchange4media spoke to some of the media planners to find out what do they think about the growth of HDTV in India and the affect on advertisers.

Manas Mishra, EVP and Country Head, Mudra Connext, said, “HDTV is now becoming an equaliser as most DTH brands have started offering HDTV. This feature helps consumers get a better picture and sound clarity which is always a welcome thing. Like for example in telecom services, when one brand offered a life time free for incoming calls, everyone else had to follow suit. HDTV is now the latest parity offering from DTH brands.”

Anamika Mehta, COO, Lodestar Universal commented, “The biggest challenge for HDTV is the bandwidth. Only a few HD channels are there and the reason why the HD explosion is not happening is because, they do not have the spectrum and bandwidth for HD transmission. The experience is fantastic and people are buying HD ready television sets but channels are not equipped to broadcast. Also the price is high and it is a drawback as Indian consumers are price sensitive and it will all boil down to the price value.”

She added, “It excites me because DTH penetration is limited. It is for the upmarket audience and makes sense as upscale brands will reach out to the audience more effectively.”

Full Story: Indian DTH Blog

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Bandwidth being a problem channels cannot be demanded first the infrastructure needs to be sorted.
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