In partnership with Airtel's DTH service, travel portal, MakeMyTrip.com (MMT) will provide information about its holiday packages to viewers.
The packages will be available on the iTravel interactive channel of Airtel Digital TV. To buy a package, viewers can send an SMS to a particular code and will be contacted by the MMT sales team to complete the purchase.
"Taking & #BANNER1 & # our distribution channels forward from online and mobile, we are now adding television to this mix. Not only would this reach out to more customers and extend our customer base, but will also act as a value-added service to Airtel DTH subscribers," says Rajnish Kapur, chief innovation officer at MMT.
Apart from MMT, the DTH service also has content from Indiatimes.com, Bookmyshow.com, AskLaila.com and StarsTell.com.
Evidently, online portals have been quick to get on to the DTH platform, which, because of its interactivity, creates a Web-like experience.
Other such alliances include Bharatmatrimony.com on Tata Sky and Shaadi.com on Dish TV.
DTH operators can only differentiate themselves through their channel packages and interactive content. Therefore, content alliances, such as this, help in retaining viewers.
Interactive channels in DTH packages also create opportunities for some forms of advertising, as marketers can place their content in the form of text, videos or games on the platform.