Dish TV ropes in 'Dosts' for push in hinterland, expands network

A new distribution model is helping the direct-to-home player expand its network in rural India while keeping overhead costs low

Last mile connectivity is a major bugbear of many service/product delivery businesses that aim to meet the customer at her doorstep. Direct-to-home (DTH) players too seem to be struggling with inadequate infrastructure and high real estate costs as they target underpenetrated rural markets. After a series of trial and error, the country’s largest DTH service provider, Dish TV, has now zeroed in on a new strategy that, it hopes, will limit overhead costs and prevent unnecessary duplication of effort.  

Moving away from the franchisee-led model operative in urban areas — under which subscription, charging/recharging and servicing are treated as three