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Sun Direct TV predicts 2 million mark in 365 days

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Old 07-19-08, 12:15 AM   #1
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Post Sun Direct TV predicts 2 million mark in 365 days
Sun Direct TV predicts 2 million mark in 365 days
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Sun Direct TV, the direct-to-home (DTH) service from Sun TV Network, which has crossed one million subscribers in 200 days, predicts to double its subscriber base to two million subscribers, by the time the company celebrates its first anniversary.

The subscribers of Sun Direct TV are currently spread across Tamil Nadu in a 60:40 rural urban ratio, and in the coming days the company will be soon spreading its wings across the country, through an effective technology and pricing strategy.

On the technology front, Sun Direct uses the MPEG4 technology, which means that the company is able to compress close to 22 channels in a transponder, whereas with MPEG2 (Dish TV and Tata Sky use this) only 12 channels can be compressed.

On the pricing issue, under the basic package, Sun offers 100 channels, a dish, box and an year's subscription at Rs 1,999 (inclusive of Rs 1,000 as installation charges). The company proposes to further drill down its rates to augment more and more subscribers.

When asked about the cost effectiveness of the new technology and its benefit to viewers, Ilan Kumaran, senior manager, corporate marketing, said, "MPEG4 is better than MPEG 2 because the transponder capacity will be reduced to 50% if we use MPEG 4 since it carries double the amount of channels than MPEG 2."

Sun Direct is the only DTH platform to provide HDTV in India. A lot of English channels use high definition (HD) format and Hindi and regional movies are now being broadcast through this technology.

"Apart from the Southern markets, we plan to enter other states in the North as their is an huge market for regional channels there. Presently, we are also in talks with NGC, Fox and others for HDTV content, and are sure to reach the two million mark in 365 days." said Kumaran.
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Old 07-20-08, 12:37 PM   #2
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Yes, sun direct can actually cross that mark soon with their aggressive marketing and advertising. I can see their every 10 minutes on their all channels music, news, regular, etc.
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Old 07-25-08, 02:40 PM   #3
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Yes, they can cross that mark if they market it aggresively.
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Old 08-17-08, 06:22 PM   #4
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Reaching 2 million will not be a big deal for them.
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Old 08-18-08, 10:20 AM   #5
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Yes, sun direct can actually cross that mark soon with their aggressive marketing and advertising. I can see their every 10 minutes on their all channels music, news, regular, etc.
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Yes, they can cross that mark if they market it aggresively.
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Reaching 2 million will not be a big deal for them.
I believe that Sun DTH is being too optimistic. While I am not saying that it is impossible to achieve 2m customers in one year but I feel that it is a very ambitious target.

- DishTV has been existing for over 4 years now and has about 3.5m customers
- TataSky is 2 years old and has 2.6m customers
- SunDTH will have to compete against not only DishTV and TataSKY who have an established presence but also against ADAG's BigTV.
- Then there is also the local cablewala

My observations are as under:

- People do not simply switch from their current provider; not unless they are getting a very raw deal
- in my building and surroundings, people are still with the cable provider even though his services are inferior. When I talked to a few of them, they said that the channels they watch are OK
- people have started getting multiple TVs at home. With cable (without CAS) it is easy to watch on multiple TVs at no extra cost
- DishTV is offering free STB with the Rs. 3990/- (yearly subscription of maxi package). Sun DTH may have to come up with something similar (nee better).
- SunDTH does not have a presence outside South India (may change soon)
- SunDTH is only banking on its better South India package.

I have nothing against SunDTH and I am not bashing it. On the contrary, I hope that it does much better than its targeted 2m mark and expands elsewhere in India. When there is competition, it will benefit all.
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