BSNL campaign to promote landline usage

New print ad is likely to be ready by February 15

Even as number of cellular subscribers in the state has crossed the 30-lakh mark, and is growing at a rapid pace, Bharat Sanchar Nigam Ltd (BSNL) is set to launch a campaign to promote the use of landline phones.

The campaign that is expected to be launched in the next few days, it is learnt, will focus on the advantages of landline phones when usage is higher and also the possible ill effects on health of using cellular phones.

According to information, there are over 30 lakh landline connections in the state, and the number of GSM cellular subscribers has crossed the 26 lakh by the end of 2004. To make matters worse for BSNL, there were several instances of people disconnecting their landlines following the revision in tariffs a few months ago.

Ashok Bhandari, BSNL chief general manger for Gujarat, told Business Standard, "Today, a large number of people, influenced by the TV soaps and cinema, prefer to dial through cell phones instead of using land line at homes or at offices. The campaign, likely to be ready by February 15, is aimed at such cell phone users. Our argument is that it is advisable to use landline connection where you have high usage of telephone. The usage of landlines makes more economic sense."

The campaign is being developed in-house by BSNL's own marketing team. BSNL will mainly focus on print media for the same.

It is learnt that BSNL is not capitalising on the harmful effects on human body due to excessive usage of cellular phone as it is not medically established.

Bhandari is not ready to buy the theory that a huge rise in the cellular phone numbers are affecting BSNL's fortunes.

"The loss to the landline connections is negligible. Even in the developed countries where penetration of cellular phones is much higher than that of India; land line connections are more preferred for longer talks. In fact, our cellular services are also performing well. Other service providers gained in the market due to the inadequate coverage area and scarcity of pre-paid coupons."

"Being a government enterprise we have mandatory guidelines to follow before we buy anything or implement any projects," said Bhandari responding the question on the delay in responding to the customers' needs.