Sun Direct plans to enter Hindi heartland
After becoming a market leader in its home turf – the southern states, Sun Direct, the direct-to-home (DTH) arm of the Sun TV Network, plans to pitch itself against DTH majors such as Dish TV and Tata Sky in their stronghold – the Hindi belt. Sun Direct has decided to venture into western, northern and eastern regions soon. The company is fast gearing up to launch its DTH operations in these regions in the next two months, said Tony D’Silva, chief operating officer, Sun Direct TV. In an interview with FE here, he said, “We hope to launch operations in these regions in next two months. Preparations are on towards this, including creating branch network, distribution channels and sales points. It is a matter of time for us to make it big in these regions as we have done in the southern region.” The basic package will come with a clear focus on local languages. “We are probably the only DTH player in the Asian region to have roped in over one million plus customers in a short span (six months since its launch). We want to replicate the success in these regions,” he said.

The company knows and understand the market and competition. “Our strength lies in offering different packages for different segment of people. Unlike others, ours is a common man product which comes with a right packaging at right cost. The packaging will be unique and the pricing will also be equally unique,” he added.

The company has 13 different packages to woo customers from different segment. “We hope to have at least one million subscribers in the first year of operations in these regions,” he said adding “our strengthes lie in understanding the profile of a customer (regional focus), pricing model, offering services with latest technology-based equipment.” Sun Direct’s MPEG-4 technology is superior than others in the industry that will allow to transmit larger number of TV channels per transponder at superior quality, he added.