Dish TV changes tagline, product mix, as DTH competition grows

Remember the commercial where Shah Rukh Khan sits on a terrace in a couch, asking the world why aren’t they replacing their cable connection with Dish TV? It’s gone now. Dish has dumped its wish karo tagline and will instead get Khan to plug it as a sabse zyaada provider.

Explains Salil Kapoor, COO, Dish TV: “Two years back, when we launched the wish karo campaign, we were competing with cable operators and the poor quality of delivered content. Now, with rising competition among DTH players, there was a need to re-establish our brand as the largest content provider.”

Dish TV, a part of the Essel group, ranks first among the DTH pack in customers. To stay there, it has readied a Rs 100 crore marketing budget for the year and this Rs 6 crore ad campaign will run across TV, print, outdoor and radio. Kapoor says it will target the five million customers, ensuring that they stay; they will also be informed about new packages through SMSes, phone calls and emails.

Videocon is the latest to enter the DTH market and has talked of a Rs 1,000 crore investment. Dish has slightly cut its prices and positioned its basic pack at Rs 113 (plus taxes) for 135 channels, extending up to Rs 283 (plus taxes) for 185 channels. “The existing subscribers will get some extra channels at no added cost until their subscription renewal,” said Kapoor.

With a claim to offer 240 channels, more than any other DTH operator, it is hoping this will draw consumers. It has, as mentioned, around five million of the 12 million consumers (excluding DD Direct). Tata Sky has about 3.4 mn, Sun Direct over 2.3 mn, Big TV about 1.2 mn and Airtel Digital about 0.3 mn subscribers.