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Sun Direct launches HD services in India
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#1
[Image: sun_hd.jpg]
Sun Direct Pvt Ltd, the leading direct-to-home (DTH) service provider is all set to redefine the television viewing in the country. Sun Direct today created history by launching the first ever High Definition (HD) broadcast on DTH platform in India.

Speaking on the occasion, Tony D'Silva, COO of Sun Direct said, "We believe that in the constantly changing viewer-ship dynamics and taste, to keep the viewer continuously happy and engaged we need to offer them new and exciting options and HD is another first from the Sun Direct stable. HD is a visual delight and we are extremely happy to launch the world class services for our audience in India.”

Adding another feather to the cap Sun Direct has crossed the three million subscriber base since its launch in December 2007. Sun Direct caters to every segment of the viewer ship through its innovative content packaging.

"Another landmark achievement for us is crossing the three million mark subscriber base by March 2009, as committed earlier; this achievement qualifies us to be the No 2 service DTH provider. In the coming fiscal year we look forward to occupy the pole position. We have added more customers than any other DTH player in the last one year and in the coming days we will be adding more innovative features, services and channels in our offerings," added D'Silva.

HDTV is considered as one of the world's best digital broadcast platforms with a higher resolution than traditional television system. The images and pictures appear more clear and sharp and sound quality is also enhanced. HDTV will improve the viewer experience by about five times over a regular television.

The Commonwealth Games next year will unveil this next generation of television viewing in India as the same will be telecast in HD and it will be a viewer’s delight. Various international channels and content providers have been queued up for obtaining mandatory statuary compliance for broadcasting HD in India.

Sun Direct offers the biggest spread of 41 add-on packages ranging from Rs 6 to Rs 300 per month of the most viewed channels. Sun Direct offers a basic package of over 130+ channels in digital clarity with DVD quality pictures and sound for a introductory offer of Rs 499*(five months subscription at just Rs 99/-* month) - (*Taxes Extra),along with free Dish and Set top box, excluding installation charges.

· First DTH player to launch MPEG 4 Technology
· First DTH service to launch HD (High Definition) TV.
· First DTH service to provide FREE customer premises equipments (set top box and dish)
· First DTH service to provide 41 add on packages
· First DTH player to achieve 3 million subscribers in approximately 1 year

Sun Direct offers a total of 200+ channels and has all the most viewed and new channels broadcasted in the country. The packages are customized in such a way that the subscriber pays only for what they watch. Sun Direct has also recently introduced International channels in all their basic packs.

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#2
which channel is to be HD ?
கந்தல் ஆனாலும் தாய் மடி போல் ஒரு சுகம் வருமா.....வருமா...
சொர்க்கம் சென்றாலும் சொந்த ஊர் போல் சுதந்திரம் வருமா.... வருமா ...
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#3
I think it is Luke TV, but exactly don't know. :perplex: Will let you know guys what are the HD channels they are going to provide by tomorrow.
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#4
tomorrow!!!!!!!!!
கந்தல் ஆனாலும் தாய் மடி போல் ஒரு சுகம் வருமா.....வருமா...
சொர்க்கம் சென்றாலும் சொந்த ஊர் போல் சுதந்திரம் வருமா.... வருமா ...
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#5
MUMBAI: Direct-to-home (DTH) broadcast major, Sun Direct, on Wednesday introduced high-definition services to India, promising subscribers a whole new viewing experience.

The HDTV technology, considered one of the world's best digital broadcast platforms, will improve viewer experience by about five times over regular TV, thanks to the higher resolution than the traditional platform, company officials said here at the launch.

Sun Direct COO Tony D'Silva declared that the broadcaster, an 80:20 JV between the Maran family and Malaysias Astro Group, had crossed the 3-million active subscriber base mark in March 2009 to touch the 3.1 million figure.

"This achievement qualifies us to be the No 2 DTH service provider (in India). In the coming fiscal we look to occupy the pole position,'' D'Silva said. "We also have the lowest customer churn at 3%.''

When asked about the tough times faced by the DTH industry, the Sun Direct COO claimed his company's losses of Rs 450 crore were the least among all players for FY09.

Targeted initially at a niche set of TV viewers, Sun Direct's HD services will begin with two channels--one each for Tamil movies and Telugu movies--at a cost of Rs 10,000 per subscription, before the company's plans of eight channels are put in place.

It has entered into an arrangement with Korean chaebol Samsung to supply the set-top-boxes required for the HD services.

While various international channels and content providers have queued up to obtain permission for HD broadcast in India, it is the Commonwealth Games 2010 that will flag off the HDTV wave in the country, as the mega event is set to be telecast on the HDTV platform, Sun Direct officials said.

Stating that HDTV was a growing market D'Silva said, "In this coming year at least 20% of the 1.5 million LCDs sold will be of the HD format. We look to capture approximately 20% of this market in 2009-10... So we have a target of around 60,000-70,000 subscribers for the first year.''

Having lined up global channels like Fox International and Warner Brothers to be telecast on its service, Sun Direct looks to capture 40-45% of the DTH market this fiscal, up from its present 30% share. Towards this end the company has earmarked Rs 150 crore as marketing budget.

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#6
MUMBAI: Kalanithi Maran-promoted Sun Direct is targeting a revenue of Rs 10 billion for FY'10 even as it plans to double its subscriber base to six million.

As first reported in Indiantelevision.com, the DTH service provider's net loss is Rs 4.5 billion. Sun Direct has invested close to Rs 20 billion in the venture, with Malaysia-based Astro pumping in Rs 5.90 billion for a 20 per cent stake in the company.

"Our net loss of Rs 4.5 billion on an active subscriber base of 3.1 million will, perhaps, be the lowest among the DTH operators in India. We are only subsidising the set-top boxes (STBs). Other DTH service providers are subsidising the content as well as the STBs," said Sun Direct COO Tony D'Silva, while announcing the launch of HD (high definition) services.

Posting a revenue of Rs 3.5 billion for Fy'09, Sun Direct expects to operationally break even after five years and be profitable after six and a half years. The marketing spend for FY'10 will be Rs 1.50 billion, said D'Silva.

The company has launched two HD channels, becoming the first to do so on the DTH platform in India. The plan is to take it to four and to increase it to eight in the next eight months, depending on transponder availability. "We have launched Tamil and Telugu movie channels on HD. We have signed an agreement with National Geographic Channel for HD and are in discussion with others. We plan to have a bouquet of eight HD channels and have asked Isro for two more transponders," said D'Silva. Sun Direct currently has seven Ku-band transponders on Insat-4B.

Consumers will have to pay Rs 10,000 for the HD STB and a monthly fee of Rs 100 per channel on top of the the basic pack that they subscribe to.


"We expect to get 60,000-70,000 HD subscribers in the first year. We estimate around 1.5 million LCD TVs will be sold in FY'10, out of which around 20 per cent would be full HD. The government has also announced that the Commonwealth games, to be held in Delhi in October 2010, will be telecast in HD. This should give the market a boost," said D'Silva.

With the launch of its HD services, Sun Direct expects to up its ARPUs (average revenue per user) from Rs 90, the lowest in the industry.

Sun Direct claims to have the lowest churn rate at 0.3 per cent, despite having the lowest pricing of its service. "We give customers the right kind of service at the right price. We can afford to do it because we have done a la carte deals with the broadcasters and we have bought content from them at the best rate," explained D'Silva.

Unlike Dish TV and Tata Sky, Sun Direct does not charge any carriage fee from the broadcasters. It has seven basic packs which cater to the needs of the various regional markets.

Starting operations in September 2007, Sun Direct completed the roll out of its service in the four south states by December and touched one million subscribers in 200 days. It launched pan India operations in December 2008 and touched three million subscribers in the first year of being a national player. "About 15 per cent of our subscribers are from outside the southern region. We continue to provide 41 number of add on packages from Rs 6 to Rs 300," said D'Silva.

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#7
I am having one doubt.According the press release they have launched one Tamil movie HD channel.Can we receive that channel in our Normal STB????
Sun Direct logo is looking good and attractiveSmileSmile
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#8
I think the STB presently we are having doesn't support 1080p/1080i Resolution so we have to go for a new STB which supports HD.

As mentioned by Sathish abobe (Consumers will have to pay Rs 10,000 for the HD STB ) the price of the HD STB seems very costly.
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#9
also the mentioned subscribers has to pay Rs.100 per HD channel and we need a Box of Rs.10000 then a HD enabled LCD TV
how is this possible for all ?
கந்தல் ஆனாலும் தாய் மடி போல் ஒரு சுகம் வருமா.....வருமா...
சொர்க்கம் சென்றாலும் சொந்த ஊர் போல் சுதந்திரம் வருமா.... வருமா ...
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