Iris appointed DM agency for Dish TV

The direct marketing agency won the business following a multi-agency pitch

India’s first ever direct to home (DTH) service, Dish TV, has brought integrated agency Iris on board as its direct marketing partner. Iris won the business after a multi-agency pitch.

Alok Lall

Iris will be responsible for planning, data segmentation, subscriber acquisition, retention strategies and partnership programmes. Managing director Alok Lall says, “DTH is one of the fastest growing sectors today, similar to what the mobile revolution was a few years back. Working on this account will help us put to use the experience that we have gained by working with the likes of CNN and Disney Channel.”

Harmeet Kaur, head, subscriber relationship management, Dish TV, says, “We are continually looking to enhance our offering and maximise our cut through to the Indian viewer. Iris has demonstrated their appreciation of the market, our business challenges, as well as a common entrepreneurial spirit.”

Iris, a London based global marketing agency, came to India in September. It holds the integrated marketing consultancy duties for Sony Ericsson and is the global sponsorship agency for ING.

With the capacity to broadcast 400 channels, Dish TV, which is owned by the Essel Group, offers 180 channels currently. Recently, the Kishore Biyani owned Indivision Capital, the private equity arm of Future Capital, announced that it was buying a 4.9 per cent stake in Dish TV for Rs 250 crore. Dish TV has a presence in 4,300 towns and plans to reach 1,500-2,000 more towns in the next two years. According to a media report, Dish TV holds a market share of 67 per cent, with a subscriber base of 2.6 million subscribers, in a market of 3.9 million subscribers.

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