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Ian's being crafted from a first-
thought into something good.
Dish TV, the direct to home (DTH) service owned by the Zee group, is scouting for a new creative agency. The incumbent agency is Lowe Lintas. A multi-agency pitch is on -- but only Rediffusion Y&R and Contract could be confirmed as the participating agencies, at the time of filing this report. Lowe is also fighting to retain the account.
Confirming the development, Salil Kapoor, chief operating officer, Dish TV, maintains that the brand is looking for a fresh perspective, but refused to divulge any other reasons for the pitch. There are rumours that Dish may launch a service similar to Tata Sky Plus and is, therefore, looking for an agency to handle the consolidated duties for the brand. However, Kapoor dismisses any such reasons for the pitch.
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Recently, Dish TV had announced its new positioning, which was executed by Lowe. This was done with the view that competition in the DTH market is heating up, and old and new players alike are looking for differentiating factors.
Presently, the market has five players, while a sixth one, from the Videocon stable, will be launched soon.
In 2007, Dish had launched a campaign with brand ambassador, Shah Rukh Khan. The tagline was, 'Wish karo, Dish karo'. That tagline has now been extended to, 'Sabse zyada wish karo, Dish karo', as a result of the repositioning.
It is estimated that in 2008-09, DTH operators suffered a loss of Rs 2,000 crore, of which Dish TV and Tata Sky accounted for nearly half.
Dish TV added 2 million subscribers last year, double the number added in the previous fiscal year. Currently, its subscriber base – at 5 million – is the highest among the private operators.
In terms of packaging, Dish TV added 37 new channels during the last fiscal and now has 240 channels, which, it claims, is the highest in the category.
The company also claims that its market share is 42 per cent among private DTH operators, which has come down from 53 per cent in 2007.
During 2008-09, Dish TV spent 12 per cent of its revenue, close to Rs 90 crore, on advertising.
© 2010 afaqs!From Ankit Sachdeva, Wed 22 Jul 2009 10:47:26 PM problem with dish tv advt is that the role of celebrity has been highlighted so much that the brand name somehow gets shadowed..Sharukh Khan helps in brands recal but the as she he is brand ambassador to varioius other brands belonging to other categories ,this tends to create confussion in consumers mind .The TVC are neither too great that people remember the commercial ,they are lame.They should learn from Sun tv youngest DTH brand from all .It has a simple tvc with a twek so people tend to enjoy it more and recall the advt more.
From Sandeep, Thu 16 Jul 2009 04:27:48 PM Tata Sky is far ahead in terms of products, services and effective communications also
From Saurabh , Thu 16 Jul 2009 02:20:48 PM DISH is falling short of putting across its USP loud in the market. the next competitor has managed to do so. Even though the market cap is higher in case of DISH but they are also the oldest player. DISH TV requires a communication with the central message of its USP. to be trapped market is so huge that competition is in its nascent stage. I believe this is the high time for DISH if it wants to retain the market leadership...
From Shishir, Thu 16 Jul 2009 01:02:43 PM Dish TV is best DTH available in the market. Dishtv is the only DTH service provider which offers Sabse Zyada 240 channels on their platform and that too on most economical price and well made packages.
From Rajan Kapur, Thu 16 Jul 2009 12:14:56 PM Dish TV better create a dish that receives signals in monsoon too. Later they can look for an new agency
