With an already good consumer base on the DTH platform, players spice it up further with value-added services.

The much-touted internet protocol TV, or IPTV, was expected to arouse enough interest among consumers who wanted interactive services like videos on demand, online movie ticket booking, ability to record, pause and schedule recordings of TV shows. However, consumers like Kaustubh Deshpande from Mumbai are getting impatient. Even six months after using the much-hyped IPTV service in Mumbai, he isn’t too kicked about it — part of his angst arose from the teething troubles he had to endure when he got an IPTV connection.

Also Read   Related Stories News Now - Satellite piracy sends strong signals to India - BIG TV, ESPN join hands on new, multilingual icricket channel - Colors goes West - IPTV gets a cold shoulder - Ten new channels on BIG TV - Rel BIG TV expands its channel bouquet

Also Read   Related Stories News Now - Markets end flat - Turbulence ahead for airlines despite oil price drop - Weak rupee may bring cheer to NRIs, expats - LIC buys PSU stocks, sells pvt sector blue-chips in Q4 - Banks may lower deposit rates as inflation eases: Report More

Indeed! Players like Airtel are not relying solely on IPTV for interactivity any longer. Not willing to take chances, they are directing some of the value-added services (VAS) to Direct-to-home (DTH) users too.

And why not? IPTV has made a small beginning. But the problem, say analysts, is that IPTV providers are still testing the platform. Despite IPTV being launched as early as 2006, there were just about 30,000 households (0.03 million) in 2008. This number is set to touch 2.5 lakh households in 2009, as per the 2009 KPMG-Ficci study, while the DTH households will touch a whopping 16 million in 2009. Moreover, the Direct-to-home (DTH) market is all set to reach 28 million subscribers in the next four years, far exceeding internet protocol television (IPTV) numbers that are expected to touch a mere 4 million subscribers over the same period.

Ajay Puri, director & CEO (DTH), Bharti Airtel believes that interactivity on DTH can be game-changing for the service providers. He describes the latest interactive service from Bharti Airtel which allows users to “browse through various pizzas on offer, and place your orders as well. All you have to do is select what you want to eat and send an SMS to the nearest Pizza Hut contact centre.”

Dominant DTH provider Dish TV, too, is luring consumers with its 25 feature film collection for children. Movies like Ghatotkacha, Aladdin Ka Chirag, Krishna, Prahlad, Prithviraj Chauhan, Taare Zameen Par and The Pied Piper of Hamlin, will be available on the movie-on-demand (MoD) platform by Dish TV. The films are priced at just Rs 25 per movie.

MoD, which was the most-touted feature of the IPTV platform, is being replicated by DTH players too. Salil Kapoor, COO, Dish TV says, “Globally, niche content acts as the core differentiator but in India the regulator has ruled out content differentiation, so value-added services (VAS) become the differentiator.” Families spend up to 20 per cent of their TV viewing time on such interactive services on Dish TV, says Kapoor.

The gaming segment on the DTH platform is yet another area that has adopted interactivity. Recently, Microsoft launched an advertising campaign for its gaming console Microsoft Xbox 360 Arcade on the gaming portal of Dish TV in order to reach out to 25 million potential gamers across India.

Alok Shende, principal analyst, Ascendia Consulting, opines that “DTH as a platform allows building business models around it. Almost the similar way as IPTV. Its just that in IPTV you have triple play —  voice, broadband and entertainment.” He claims that with IPTV market in a limbo, it is natural for service providers to focus on interactive value-added services.

However, telcos admit that the IPTV story cannot be written off in a hurry. Players like Reliance, Aksh or Airtel remain committed to their IPTV offerings. And so does Airtel, which still touts its IPTV interactive services that include online movie ticket booking, ability to record, pause and schedule recordings of TV shows for up to 7 days and interactive movie-on-demand services with options to choose from hundreds of movies. Gradually, though, these offerings are becoming available on the DTH platform too.

New Ipad Application :Business Standard's all new IPad App Click here to download for free Other Stories      - Markets end flat - Turbulence ahead for airlines despite oil price drop - Weak rupee may bring cheer to NRIs, expats - LIC buys PSU stocks, sells pvt sector blue-chips in Q4 - Banks may lower deposit rates as inflation eases: Report

Tags : DTH | IPTV | Ajay Puri | Dish TV   Read Business news in  Advertisements -  Journey on, We are by Your Side. Click here to know more -  Benefits Upto Rs. 2.36 Lakhs on the Fully Loaded TJet Petrol. -  Watch The Film Here. Click here to know more.. -  Leader in Passenger Car & Automobile Tyres. Click here -  1 billion in saving for Unilever without any tangles. -  One Partnership Endless Possibilities. Click here to know more -  Helping doctors detect diseases earlier, saving costs & extending lives. -  36 Lakhs can get you a pool of Luxuries. Click here -  Which is the best plan for your daughter -  Check out the TRUE COLOURS of your Stocks, Now for FREE!