Dish TV rolls out ZING in Odisha to tap regional viewers

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In a bid to provide customised local television channels to the regional viewers of the state, direct to home digital service provider Dish TV India Ltd today rolled out a new brand ‘Zing’ in the state.

“We are eyeing all the customers who are focused on the regional content. These customers may not be interested in international contents and are happy with the regional contents,” said Salil Kapoor, chief operating officer, Dish TV India limited at the launching ceremony.

Such customers are mostly found in small towns and rural areas, he added.

The company has already launched the new service in West Bengal catering to local viewers.

“There is huge opportunity as the third and fourth phase of digitisation will see roughly 90 million viewers moving from analog to the digital platform, the process of which has already started,” he added.

Both the third and fourth phase of cable television digitisation is likely to be completed by September and December, respectively.

The new brand will offer the regional channels as the base while other segments can be added as per the need of the customers.

The new brand offers 13 Odia channels including GEC (general entertainment channels), devotional and news channels to viewers in exciting packs compared to other DTH brands, claims the company. To avail Zing, a customer will have to subscribe to a new connection and buy a set top box worth Rs 1,099 and pay installation charges of Rs 200. The monthly subscription fee ranges from Rs 175 to Rs 349 depending on the number of channels subscribed. There will be three packs priced at Rs 175 (Rs 149 plus taxes), Rs 249 and Rs 349.

The company claims that the prices of packs are lower compared to its peers. Dish TV's total subscriber base stood at around 16 million in the country.