Dish TV promises 'sabse zyada' in new positioning

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | April 29, 2009
The DTH operator claims that it has the highest number of channels at 240

Dish TV, the direct to home (DTH) service owned by the Zee group, has announced its new positioning, which goes with the theme 'Sabse Zyada'. As the competition in the DTH market hots up with old and new players alike, the operators are increasingly looking for differentiating factors that set them apart.

Dish TV, the oldest of the lot, is touting the large number of channels as its key differentiator. The company claims that it offers 240 channels, which is currently more than any other DTH operator. In 2007, it had launched a campaign with brand ambassador Shah Rukh Khan with the tag line, Wish karo, Dish karo. The tag line has now been extended to 'Sabse zyada wish karo, Dish karo'.

Speaking about the new positioning, Salil Kapoor, chief operating officer, Dish TV, says, "A study shows us that the top reason for customers choosing a DTH operator is the number of channels. It is also the key reason why people choose Dish TV. That's how we came about to the new positioning."

Kapoor adds that customers don't just go for the cheapest package but look at the value offered in it as well.

Dish TV has also simplified its channel packages, bringing down the number from 20 odd packages to only three, apart from the a la carte options. It is offering the Silver, Gold and Platinum packages priced at Rs 113, Rs 190 and Rs 283 plus taxes respectively. New channels have been added in each pack and the prices have been revised. Separate packages have been created for the North and South markets.

Existing customers have been upgraded to the new packages without any additional cost until they go for a recharge, when they have an option to either upgrade to a new pack or choose from the a la carte channels priced between Rs 15 and Rs 45 plus taxes.

As part of the repositioning, Dish TV's agency, Lowe, has created a TV commercial which is already on air. The TVC has a distinct regional flavour as the company claims that it has the largest number of regional channels. There is also an allusion to the red sofa, symbolised in the ads of Airtel digital TV and Big TV. In the Dish TV ad, Khan sits on a golden sofa!

The campaign will run across media on TV, print, outdoor and radio, informs Kapoor. The ad spend for the campaign is about Rs 5-6 crore, he says, adding that the marketing budget for the whole year is Rs 100 crore. The campaign is primarily targeted at existing customers, who will also be informed about the new packages through SMSes, phone calls and email.

With five million subscribers, Dish TV has the largest share of the DTH market, which stands at about 12 million (excluding DD Direct). Kapoor says that the company hopes to add 2.5 million more subscribers this year.

Kapoor adds that the company will focus on content differentiation. However, it plans to launch a digital high definition (HD) set-top box in this quarter.

© 2009 afaqs!