The direct-to-home service, Sun Direct is hoping to get two additional transponders from ISRO in March next year, to help it launch value-added services.
According to Mr Tony D’Silva, CEO, Sun Direct is already test marketing its High Definition service of content from the Sun Network’s library. It plans to market HD, and introduce other value-added services once it has achieved a pan-India presence. Increasing transponder strength from its current seven will also allow the DTH operator to offer space to new channels, all of whom having been clamouring for more space on the limited slots that platforms have.
Thus far, Sun Direct has chosen to offer a reasonablypriced basic service. For Rs 999 the service offers 130 channels, including those from the Sun Network, for 10 months with the set top box (STB) or hardware for free.
Sun Direct’s pan-national expansion plans have been restrained by a shortage of STBs, delayed due to the Beijing Olympics, said Mr D’Silva.
The rising dollar has also added to the cost of the imported STBs by 20 per cent, adding in turn to the subscriber acquisition cost.
Nonetheless, having committed Rs 150 crore in advertising and marketing this year, Sun Direct is looking to launch a new campaign befitting a national roll-out. “We didn’t carry out our advertising as had been planned due to the STB issue, but nonetheless we have seen some good subscription numbers. We acquired 300 customers a day in Gujarat and 450 in Punjab,” said Mr D’Silva.
Like all DTH players, Sun too is subsidising consumers; a large subscriber base and higher average revenue per user would help DTH players turn around eventually.
The company, which plans to invest Rs 1,500 crore next year, is expecting a turnaround in about five years, said Mr D’ Silva.
Source
According to Mr Tony D’Silva, CEO, Sun Direct is already test marketing its High Definition service of content from the Sun Network’s library. It plans to market HD, and introduce other value-added services once it has achieved a pan-India presence. Increasing transponder strength from its current seven will also allow the DTH operator to offer space to new channels, all of whom having been clamouring for more space on the limited slots that platforms have.
Thus far, Sun Direct has chosen to offer a reasonablypriced basic service. For Rs 999 the service offers 130 channels, including those from the Sun Network, for 10 months with the set top box (STB) or hardware for free.
Sun Direct’s pan-national expansion plans have been restrained by a shortage of STBs, delayed due to the Beijing Olympics, said Mr D’Silva.
The rising dollar has also added to the cost of the imported STBs by 20 per cent, adding in turn to the subscriber acquisition cost.
Nonetheless, having committed Rs 150 crore in advertising and marketing this year, Sun Direct is looking to launch a new campaign befitting a national roll-out. “We didn’t carry out our advertising as had been planned due to the STB issue, but nonetheless we have seen some good subscription numbers. We acquired 300 customers a day in Gujarat and 450 in Punjab,” said Mr D’Silva.
Like all DTH players, Sun too is subsidising consumers; a large subscriber base and higher average revenue per user would help DTH players turn around eventually.
The company, which plans to invest Rs 1,500 crore next year, is expecting a turnaround in about five years, said Mr D’ Silva.
Source
