After advertising on the price plank to get in as many subscribers as possible, is it time for DTH players to look beyond that strategy?
Tony D Silva
Chief Operating Officer, Sun Direct
Now, we are at the second-level market play, which is to increase our customer base. Even in the beginning, we never considered price as the prime criteria of communication. Our USP remains the same: innovative packaging, affordable pricing and exclusive content sourcing which enabled us to offer regional content in a national market context and propelled us to the No 2 position in just 22 months.
Editor, Satellite and Cable TV magazine
DTH players appear to be playing a short-term game by getting on board as many subscribers as possible at the cost of making huge losses.
Each brand has its own take on surviving as it continues to lose money. Since the content is already underpriced, it is highly unlikely that the players will drop prices further. Instead, now they are attracting consumers with value-added services and offers including movie titles at x or y price.
VP & Head, Planning, McCann Erickson
The question is what is being priced and why is it priced the way it is. Fifteen years into mobility, pricing is still the plank in some form or another. And has led it to being one of the cheaper mobility markets, anywhere. I'd like to believe the same will be true of DTH.
In a market of oversupply, DTH is a utility and it should behave like one. The more it spoils us with benefits, more wary we become of it.
Chief Marketing Officer, Tata Sky
This growth has come in spite of Tata Sky being more expensive than cable. Our focus always
has been to give TV viewers a viewing experience they have never seen before. We introduced many Pay TV firsts in India: 'first company to launch interactive services, flexibility of packaging, 24x7 call centres, EPG in Hindi, PVR…' and so on.
This helped us drive subscriptions to our service, thus reaffirming our belief that today's subscriber is not necessarily looking for low cost but wants greater value in what she buys.
(Points of View (POV) is a regular column which carries opinions of industry professionals on a current topic of discussion in the advertising, media and marketing industry.)