Feature | DTH: Many aspects differentiates players! Can it be a measurement tool too?

Last week, we saw how the DTH space has grown over the years and elucidated the kinds of opportunities that exist within this space. With the future of DTH looking bright and rosy, it only means that the competition will soar to unbelievable levels. Currently with seven major players in the market, along with the opportunities for more players, what does the consumer look at when he or she has to choose a DTH provider? In a country like ours, where the consumers are price conscious, the first and foremost aspect would be the pricing structure. Today as there are so many players and because of a competitive market, the pricing has drastically dropped from what it used to be. Customers are looking for uncomplicated pricing packages which will benefit them to the maximum.

Umesh Rao, Senior Vice President & Chief Marketing Officer, Reliance Digital TV, "With over 260 channels on a-la-carte, Reliance Digital TV gives ultimate freedom to their subscribers to customize their monthly entertainment package. Moreover subscribers can also choose from a variety of channel packages and pay only for what they watch."

Content also plays a crucial role in helping to choose an ideal operator. One can see most established players in a relentless pursuit to provide differentiated content to beat the competition. It is definitely not an easy task considering the number of players and the sheer competitiveness of the market space. Rao admits that refining content is a constant challenge for DTH players. To cater to its diverse subscriber base every DTH player offers differentiated and relevant content both at the mainstream and regional levels.

"With 19 exclusive movie channels in English, Hindi and Regional languages, we offer a choice of 600 new movies every year, unmatched by any DTH or cable operator in the country. We constantly look for content that is unique to each region be it theatrical release of a blockbuster movie, legendary regional theater plays or international music concerts," Rao added.

DTH platforms offer a whole platter of Value Added Services (VAS) to make it more than just linear video channel viewing. A senior official from Airtel said, "Today the customer has become informed and intelligent. Value added services are gaining a substantial popularity among the customers. Entertainment coupled with diversity of broadcast channels, gaming and interactive services will be big growth drivers for DTH in 2011. The number of VAS users on our platform is steadily growing in line with the industry, which is itself in a nascent stage. VAS currently contributes to our total revenue."

He further explained "We have been making additions to our value added services portfolio on an ongoing basis. Our endeavor is to offer a wholesome infotainment package to our customers. Recently we did strategic tie-ups with UTV Indiagames to launch game based on the much sought after, Bollywood movie, Tees Maar Khan and a game based on the Reality TV Show Emotional Atyachaar currently on air on UTV Bindaas. Airtel digital TV has been regularly showing new titles on the Pay Per View (PPV) channels. We have shown over 250 movies on our Pay per View platform. Innovative interventions in content have shown results. e.g during the football world cup we had a special video on the making of Waka Waka that saw a rousing response from customers OR our earlier offering of reliving Sachin Tendulakr's classic Double Hundred in an ODI."

Reliance Digital TV offers 7 interactive services to its subscribers. The most recent additions to the offering were iMall and iHolidays. Apart from this, subscribers can enjoy the iCooking, iGames, iStock, iAstro and iCricket.

Rao further explained, "The demand for value added services is on the rise and is expected to double year- on- year. As customers become more and more aware of the multiple benefits, the demand for VAS on DTH is set to increase rapidly. With over 30 million homes, DTH is a very attractive platform for movie producers, distribution of niche content such as concerts, plays etc."

"Reliance Digital TV today offers 19 exclusive movie channels and 7 Interactive Services which are designed to delight every member of the family. From gaming and shopping to choosing a holiday destination, everything today is offered on Reliance Digital TV platform. We are also the only player to introduce legendary Marathi & Gujarati Theater plays on our Choice Pay Channels which was an instant hit among our customers," he added.

Technology also augments this space as the consumers today are keen for better quality. The demand for HDTV and HD content has been on a surge backed by technology savvy consumers who want to experience HD quality picture for sporting events like FIFA and Cricket world cup. This has resulted in increase sales of HDTV with DTH operators and content providers supporting the demand for these consumers.

With intensified consumer demands, DTH providers have to analyze the market more carefully and be a step ahead of their intelligent and smart consumers. DTH providers should also explore new avenues in this space, like measurements. According to Kartik Mani, Founder, Merry Men using DTH as a tool for measurement would be more transparent. "The only issue here would be whether or not the operator who handles it may cloud the numbers and figures. However there are no middle men and that will definitely be more transparent. I am for anything that cuts out middle men," Mani said.

This space is positively on a growth scale with many opportunities and healthy competition. One hopes to see better services and more customer friendly packages to augment this space further.