The first wave of cable digitalization is sweeping across the metro cities. Government and cable companies are aggressively pushing strategies to encourage consumers to go in for digital cable subscription and deploy set top boxes in their homes.
Dish TV is now lending a helping hand to the cable digitalization offering consumers in metro cities a compelling free package with access to around 70 basic channels. The company sources hope that this package would encourage many middle class consumers in metro cities to subscribe to digital cable experience.
The new offer will be applicable for new users; this free package is offered as a special drive of Dish TV. TRAI had recommended all cable companies to offer the basic tier for Rs 100 across India. Dish TV resources also clarified that though this scheme is now rolled out for new users, a similar compelling package will soon be rolled out for its existing dish TV users too.
R.C Venkatiesh, CEO of Dish TV while announcing this scheme stated “This is a highly differentiated and extremely consumer friendly move. Consumers in the four metros are apprehensive about this sudden switch off of their highly valued TV viewing.” The company expects to make a winning move in the market differentiating their offerings as against the other DTH and smaller players who are offering the base package for Rs 100.
There are some conditions attached to this scheme like users have to get their set top boxes charged every six months for Rs 200. There are also reports that Dish TV is pondering over limiting the lifetime of this offer to 5 years.