McCann Erickson Chennai branch has won the creative duties for the Sun Direct TV Pvt Ltd, the direct-to-home (DTH) service from Sun TV Network. The pitch for this business was called one month ago, and the decision on this was taken late in the evening on August 23, 2008.
Tony D'Silva, chief operating officer, Sun Direct TV, has confirmed the development to Televisionpoint.com. The other agencies in the fray for this business, which is estimated to be worth Rs 120 crore, are top four agencies in the country, D'Silva says without divulging out the other agencies distinction.
Sun Direct TV, 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 spreading its wings across the country.
Tony D'Silva says, "Till now we have embarked all of the company's campaigns in the South through our in-house division. But our expansion strategy for an pan-India presence requires an creative agency as it becomes difficult to suite the palate of various customers. We have aggressive expansion plans nationwide and in the marketing strategy, the company will present what and how its service will be different from the rest."
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.
Rediffusion DY&R handles the creative duties for Tata Sky and the media is looked after by Maxus. Dish TV is taken care of by Lowe, Madison is its media agency. Reliance Communications Big TV is serviced by Mudra Radar.
The DTH market already has four private players: the Zee group’s Dish TV, the Tata-Star joint venture, Tata Sky, Reliance Communications Big TV and Sun TV’s Sun Direct TV; in addition, there’s the state owned DD Direct.
According to UBS estimates, the DTH industry’s revenue size is expected to grow from Rs 3,800 crore to approximately Rs 40,000 crore. As also, C&S subscribers is to grow from 5.3 crore (in 2006) to 7.7 crore in (2010), and DTH subscribers will grow from 20 lakh (2006) to 1.1 crore (2010).
Source: McCann Erickson wins creative duties for Sun Direct TV | Televisionpoint.com News
Tony D'Silva, chief operating officer, Sun Direct TV, has confirmed the development to Televisionpoint.com. The other agencies in the fray for this business, which is estimated to be worth Rs 120 crore, are top four agencies in the country, D'Silva says without divulging out the other agencies distinction.
Sun Direct TV, 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 spreading its wings across the country.
Tony D'Silva says, "Till now we have embarked all of the company's campaigns in the South through our in-house division. But our expansion strategy for an pan-India presence requires an creative agency as it becomes difficult to suite the palate of various customers. We have aggressive expansion plans nationwide and in the marketing strategy, the company will present what and how its service will be different from the rest."
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.
Rediffusion DY&R handles the creative duties for Tata Sky and the media is looked after by Maxus. Dish TV is taken care of by Lowe, Madison is its media agency. Reliance Communications Big TV is serviced by Mudra Radar.
The DTH market already has four private players: the Zee group’s Dish TV, the Tata-Star joint venture, Tata Sky, Reliance Communications Big TV and Sun TV’s Sun Direct TV; in addition, there’s the state owned DD Direct.
According to UBS estimates, the DTH industry’s revenue size is expected to grow from Rs 3,800 crore to approximately Rs 40,000 crore. As also, C&S subscribers is to grow from 5.3 crore (in 2006) to 7.7 crore in (2010), and DTH subscribers will grow from 20 lakh (2006) to 1.1 crore (2010).
Source: McCann Erickson wins creative duties for Sun Direct TV | Televisionpoint.com News
