Dec 10, 2008

Business - Big TV bets on MDUs to gain DTH subscribers

BANGALORE: Big TV, Reliance Communications' DTH arm, will make the next big offensive in garnering subscribers by offering Multi-Dwelling Unit (MDU) installation service across India.

Claiming a subscriber base of one million in just three months of launch, Big TV now plans to drive large group deals in residential clusters, hospitality businesses and business parks through the MDU installations.

Big TV is targeting a market share of 40 per cent in the MDU segment within the first year of operations. The direct-to-home service provider claims to have already installed MDUs at over 1,500 locations while it is in installation process in close to 4,000 sites.

Says Reliance Communications President Mahesh Prasad, "MDUs are a natural extension of a DTH service. Our MDU service offers a perfect solution to residential complexes which are not too keen to have too many dish antennas peeking out of balconies and where the Line of Sight to the satellite is not very clear. As part of our marketing and sales strategy, the MDU service will help generate volumes in residential clusters."

As part of its aggressive push to generate MDU volumes, Big TV has set up a dedicated pan-India network of 350 Direct Sales Agents (DSAs) and a 500-member installation team. It is conducting a series of road shows across India as part of its marketing efforts to generate awareness and drive subscription sales in these markets.


Big TV will provide the MDU connection to the entire residential complex through a single large dish antenna linked to individual set-top boxes (STBs) in various households within the premises. The MDU dish size varies between 90 cms and 120 cms depending on the number of households it services.


The cost of hardware will be borne by Big TV. Each household participating in the scheme gets one STB as a part of Big TV's MDU scheme.


Despite the common dish antenna being installed, each household will have the freedom to choose their own channel package including the free regional pack offered with the inaugural channel pack. Subscribers will also have the option of opting for any of the various entry offers that are available for them to choose from.


The MDU is a customised DTH solution targeted to tap various sections of societies, commercial complexes and new townships where a single dish antenna can provide the DTH connection to multiple households. This circumvents the need for installing individual dish antennas for every household connection.

2 comments:

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jitendra said...

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