Dish TV Pre-empts Tata Sky; Rolls Out Features And Promos
By Nikhil Pahwa - Mon 07 Aug 2006 08:08 AM PST
indiantelevision.com : Ahead of Tata Sky’s proposed launch, Dish TV launched a media campaign, and is all set to unveil a host of interactive value added services today. Talking about the media campaign, Dish TV CEO Sunil Khanna told that one set of creatives looks to increase general awareness about Dish TV, while the other highlights the features. The campaign touches a raw nerve, at least in my case, with its “Goodbye Cable Problems Hello Digital” catch-phrase.
Among the interactive features launched is one that allows users to view multiple feeds, for example of political and sports news from sister concern Zee News, that allows the consumer to choose what she wants. Similar digital value addition in other genres, particularly Business, will help viewers cut to the chase hence increasing competition among Channels for retaining eyeballs.
Zee has the telecast rights for the mid-September cricket series featuring India, Australia and a third country at a neutral venue, which will be the ideal launching pad for interactivity in sports, or at least advertising it on Zee Sports. Zee is in talks with Sony Entertainment Television for introducing these features during the ICC Champions Trophy that will air on Max. A gaming channel, using the PlayJam software is also set for launch, and with eight games ready, and three to four games being added every month.
All these features are being launched just before Tata Sky’s expected launch. The DTH space looks like it is set for a feature-war.
Updated: Cable operators are crying foul over the advertisement. Dish TV CEO has refused to withdraw or alter the campaign and suggests that the cable operators improve their own services. Zee had earlier hived off their franchise-based Siti Cable into a separate company, and Dish TV is also at loggerheads with it.
Related:
- Dish TV In Pact With OpenTV For A Gaming Channel
- HCL, Dish TV In 5-Year Pact For Distribution And Digital Content
- Dish TV Adding 3,000 Subscribers A Day
- DTH Space Hotting Up
Posted in: DTH
