The ad and marketing spend on the new product will be to the tune of Rs 25 crore
BestMediaInfo Bureau | Delhi | February 3, 2012
Creating yet another benchmark inÂ technological innovation in theÂ DTH (direct-to-home) industry, Dish TV India has announced the launch of Dish truHD+ with an unlimited recording capacity priced at Rs 2,690.
The HD (hi-definition) market has witnessed many innovations in the last six to eight months. With an aim to disrupt the existing category and take a lead, the product has been made compatible with USB devices, thus offering unlimited recording capacity.
On the reason behind introducing this product, Salil Kapoor, COO, Dish TV India, said, âDespite big marketing spends, the DVR category in India has not seen much demand. We introduced DVR in 2005 but only a few thousand people subscribed to it. The consumer wanted to move beyond the limited space offered by DVRs without paying the premium.â
Currently boasting of being third largest DTH player outside the US, and beaming from three different satellites, Dish TV has tried to be ahead of the game with category evolution. Starting with âWish Karo, Dish Karoâ to âSabse Zyaada Channelsâ to âDonât just see it, Be in itâ to the current âDish Sawaar Haiâ, the brand has also made important turns.
The new product will see a slew of advertisements, developed by McCann, featuring brand ambassador Shah Rukh Khan. The ad and marketing spend on the new product will be to the tune of Rs 25 crore.
RC Venkateish, CEO, Dish TV, informed, âThe company will replace the DVRs of existing customers with truHD+ at no additional cost. The product will initially be rolled out in tier I and II cities.â
Apart from focusing on traditional media mix, the brand will also focus heavily on social media and point-of-sales. The company is tightlipped about expected revenue and sales figures but is buoyant that the new innovation will only add to its existing subscriber base.
The price of Rs 2,690 includes the new truHD+ box along with one month Dish truHD Royale Pack. Further, as a promotional offer, the company is providing a 4 GB USB drive free to get the user accustomed to the concept of plugging an external device to use the recording features.
Improve the existing dishtv HD boxes, make a survey of existing users to find out how many are happy with your HD set top box.
I am using your dish TV HD since you had offered many channels in HD over others. Though I was using TATA sky I switched over to get the feel but I am sorry to state that I am not happy with the HD services and channels get freeze. Pls improve the existing HD boxes and than laucnch this new innovations.