Despite having substantial share across all markets in South India, direct-to-home (DTH) operator Dish TV is currently focusing on Tamil Nadu as the market there affords a big pay TV opportunity. Moreover, the state is also going through digitisation, which has created more avenues for DTH players to increase their subscriber base in the state.
Recently, Dish TV announced a plan to come up around 30 popular Tamil channels on its platform with an aim to leave customers with wider choice. In an interaction with Indiantelevision.com, Dish TV India SVP marketing Sukhpreet Singh said that Tamil Nadu has always been important for the company and is one of the top markets for the company.
“We are a major player in every market, including the South Indian market. We have a substantial share in Karnataka, Andhra Pradesh and Telangana, too. But we are focusing more on the Tamil market because there is more content available. At this point of time, we are focusing on the Tamil market as it is going through digitisation,” he said when asked about the company’s plan to focus on other South Indian markets.
However, he said that being a pan-India brand, it is not fair to focus on one market over another. The company keeps figuring out what customers want in a particular state, if there’s need of more content, subscription packages or services. Currently, they are doing this for Tamil Nadu.
Being a multi-dimensional market, Tamil Nadu has several segments of audience. One of the segment watches Tamil channels only while another one watches other South Indian language channels along with Tamil channels. Then, there are other two segments that demand Hindi and English content. The company tries to reach each of the four segments with subscription packs applicable for a particular segment.
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