Dishtv launches its high-definition service - Dish Tru HD

The DTH (direct-to-home) player, Dishtv has launched its high-definition (HD) service - Dish Tru HD. Among DTH service providers, Sun Network and Reliance Big TV already provide the HD service.

Announcing the launch of the service, Jawahar Goel, managing director, Dishtv said, "In other parts of the world such as the US, DTH players offer high-definition service to viewers. A few Indian players are also currently offering the service. We took some time in introducing the service, due to the Information and Broadcasting Ministry's restrictions on the launch of new channels."

The Dish Tru HD bouquet has five channels -- Zee TV HD, Zee Cinema HD, Discovery World HD, National Geographic HD and ESPN Sports HD. Going forward, Zee Studio and Zee Café in high- definition format will also be introduced.

With an aim to attract viewers with high-definition entertaining content, Dishtv has partnered with ESPN, which has the exclusive broadcast rights for FIFA World Cup 2010. In fact, live football action in the form of FIFA World Cup is being projected as the biggest attraction of the year on Dish Tru HD.

RC Venkateish, managing director, ESPN Software India termed the sports channel's partnership with Dishtv as a continuation of a long-standing relationship, given that ESPN Sports Star has been part of Dishtv's DTH bouquet since 2004.

Venkateish comments, "Sports and sports content tend to be heavy bandwidth led. Thus, it lends itself beautifully to high-definition format. As a value partner, we hope to bring more sporting events to entertain viewers."

To promote its new offering, Dishtv will launch a TV commercial featuring brand ambassador, Shahrukh Khan. The TVC will be supported by a BTL campaign.