Reliance BIG TV, the Direct to Home (DTH) venture of Anil Ambani group, has launched its much-anticipated DTH services in the country. The company, a wholly-owned subsidiary of RCom, plans to offer 200 channels to customers in the initial phase. The entry of Reliance Communications in the fouryear old & six million subscriber strong industry will signal changes.
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Big TV provides a satellite TV service that suits the subscribers and their families interests, passions and busy schedules. It makes available all the favourite channels, shows, and movies at the fingertips in the BIG world of entertainment.
Reliance is excited to present the next landmark of TV entertainment in India. With Big TV DTH Service, subscribers can experience spectacular entertainment, blockbuster movies, up-to-the-minute news, and their favourite programmes at the click of a button.
“The huge potential of a quality and value offering in the home entertainment service market offers us a unique opportunity to tap the strengths and synergies of telecommunications and entertainment sectors embedded within Reliance ADA Group. With the launch of BIG TV DTH, we aim to accelerate the growth momentum enhancing value of many million shareholders of Reliance Communications,” Chairman of Reliance ADA Group, Anil Ambani, was quoted as saying in a release.
The Big TV DTH Service is powered by MPEG4 technology for the first time in India. Big TV has fantastic features like pure digital viewing experience, more channel choice, many exclusive movie channels, easy programming guide, interactive services, parental control, 24×7 Customer Service and lots more a never before viewing experience with unlimited hours of fun and entertainment for the entire family.
Added Arun Kapoor, CEO, Reliance Big TV, “through BIG TV, your favourit programme can get recorded even when you are not at home and your TV set is not switched on. Till date, this system is existing in US. Of 200 channels offered by Big TV 32 will be tailor-made movie channels and 20 will be music channels. Big TV will target brand new customers rather than win over existing ones, and is priced at current market rates – between Rs 250-300 a month.
Marketing strategies
Reliance Big TV is targeting a 40% share of the DTH market in the next 12 months. The service will initially be available at 1 lakh outlets and across 6,500 towns in the country. The 6 million DTH market with four players today is expected to add another 10-11 million subscribers with Reliance Big TV DTH joining the fray. The company has set up a call centre to facilitate the service roll out. The centre is capable of handling over 50,000 calls per day and would operate from two locations to enable speedy response to consumer queries, the release added. The new DTH brand is planning to tap into every type of media
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