Manoj Dobhal on powering entertainment offering with Dish TV Smart+
Earlier this week, Dish TV unveiled its ambitious initiative – ‘Dish TV Smart+’ which is aimed at integrating streaming platforms with traditional linear television. This new service allows all Dish TV and D2H customers, both new and existing subscribers, to access popular OTT apps alongside their selected TV subscription package. The brand emphasizes that this offering isn’t merely a service but represents a comprehensive ecosystem introduced into the entertainment domain.
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Dish TV introduces 'Dish TV Smart+' with TV and OTT on any screen, anywhere
Discussing the idea behind the introduction of Dish TV Smart+, Manoj Dobhal, CEO, Dish TV, told Adgully, “Customer needs and the confusion they face are the foundations from which we began. Upon analyzing extensive research data, we discovered that customers desire a wide range of content, but are often constrained by limited choices or complicated subscription processes across multiple apps. Many times, they are unsure of what content they actually want. This situation necessitates a content discovery process to ensure that quality content reaches its intended audience effectively. Despite the efforts of producers and artists, valuable content was getting lost in the vast array of options available to consumers.”
“Through our travels, we recognized a pressing need to provide customers with a simple, comprehensive solution – a one-stop platform where they can easily access and select their desired content. This premise forms the basis of our concept,” he further added.
Meanwhile, speaking at a press meet to announce Dish TV Smart+, Sukhpreet Singh, Corporate Head of Marketing, DishTV & Watcho, shared more insights into the offering. He said, “All our customers will have access to our new proposition: Dish TV Smart Plus. This means that Dish TV and d2h are now India’s only smart platforms. Previously, Dish TV and other DTH providers were primarily associated with television services. Now, every Dish TV customer will not only have access to television channels, but also to OTT content. This means entertainment from various sources will be available to Dish TV and d2h customers, a feature not offered by any of our competitors.”
He further said, “However, this is just the beginning of something revolutionary. Both platforms are now not just limited to television; they offer entertainment from anywhere. All existing and new customers will receive TV and OTT content at no additional cost, which is a significant development. Furthermore, customers will have access to a variety of base apps like Virtual Exclusive Fan Code, Gamma Shorts TV, and Sanskar, along with popular apps such as SonyLIV, Hoichoi, Chopal, SunNEXT, and many more.”
Speaking with Adgully, Manoj Dobhal elaborated, “At Watcho, we have already acquired Korean content, including Korean dramas and series, along with content in other languages. However, we have faced challenges in effectively marketing these offerings to our customers. Our current efforts are aimed at improving visibility and awareness among our audience. We have partnered with leading aggregation platforms and OTT services available in the country, ensuring that our customers have access to a wide range of content. Whether it's international, national, or regional content in various vernacular languages, our platform offers it all.”
Likewise, this service guarantees convenient access to content through Watcho, Dish TV’s entertainment and aggregator app launched in 2019. The brand is also set to unveil multiple smart devices in the upcoming months. Dobhal also mentioned that, “The brand offers several exciting additional benefits. For instance, consumers opting for the Rs 2,000 pack will receive a cashback of Rs 5,000. So, even if you have an existing connection and have spent some money on it, it doesn’t matter. We’ll give you almost double back.”
The brand is also adapting to various marketing strategies to engage with its target audience. Existing subscribers will receive notifications via Dish TV’s channels and platforms, including push notifications, in-app messages, and emailers. On the other hand, new customers will be targeted through TV and digital channels to maximize visibility and awareness of the offering. Additionally, the brand has enlisted actor Radhika Madan as its brand ambassador to enhance its appeal and reach.