:urock:Sun Direct Pvt Ltd, the direct-to-home service provider, has reduced its entry price to Rs 890. Earlier, the cost of a connection was Rs 1,350.
A dominant player in the South and the second major DTH player in the country after Dish TV (in terms of subscriber base), Sun Direct is also set to announce a basic subscription pack called “value pack” for Rs 99.😀
According to Mr Tony D'Silva, Chief Executive Officer of Sun Direct, the idea behind this venture is to speed up subscriber acquisition by offering “more value for money” entry fee and bouquet price. Now it has only two packages — value pack and value-plus pack. “The value pack will have all regional channels priced at Rs 99 and value-plus, at Rs 125, would include a set of national channels. And we have decided to offer all other channels on a la carte basis priced between Rs 5 and Rs 25 a channel per month.”:urock:
DISCOUNTS
Besides, the company is also planning to offer discounts on a la carte channels depending upon the number of channels bought (if the subscriber buys two channels there will be 5 per cent off, three channels will get 10 per cent off, four channels will fetch a discount of 15 per cent, and five or more will come at 20 per cent discount). There will be a total of 70 channels made available on this basis, Mr D'Silva said.
The company, an 80:20 joint venture between the Maran family and Astro Group of Malaysia, has a subscriber base of over six million, “and has been adding on an average 1.5 million subscribers a year,” he said.🙂
India has around 135 million TV homes, of which, 85-100 million come under the cable-and-satellite category, and DTH commands 20 per cent of this market — which can be anywhere between 17 million and 20 million.
Answering a question, Mr D'Silva said the subscriber acquisition cost, which is around Rs 3,500, has come down substantially from Rs 6,000 and above, depending on the type of set-top boxes. “This can be attributed to the drop in set-top box prices in the overseas market where we source from, and a favourable dollar-rupee rate,” he added.
A dominant player in the South and the second major DTH player in the country after Dish TV (in terms of subscriber base), Sun Direct is also set to announce a basic subscription pack called “value pack” for Rs 99.😀
According to Mr Tony D'Silva, Chief Executive Officer of Sun Direct, the idea behind this venture is to speed up subscriber acquisition by offering “more value for money” entry fee and bouquet price. Now it has only two packages — value pack and value-plus pack. “The value pack will have all regional channels priced at Rs 99 and value-plus, at Rs 125, would include a set of national channels. And we have decided to offer all other channels on a la carte basis priced between Rs 5 and Rs 25 a channel per month.”:urock:
DISCOUNTS
Besides, the company is also planning to offer discounts on a la carte channels depending upon the number of channels bought (if the subscriber buys two channels there will be 5 per cent off, three channels will get 10 per cent off, four channels will fetch a discount of 15 per cent, and five or more will come at 20 per cent discount). There will be a total of 70 channels made available on this basis, Mr D'Silva said.
The company, an 80:20 joint venture between the Maran family and Astro Group of Malaysia, has a subscriber base of over six million, “and has been adding on an average 1.5 million subscribers a year,” he said.🙂
India has around 135 million TV homes, of which, 85-100 million come under the cable-and-satellite category, and DTH commands 20 per cent of this market — which can be anywhere between 17 million and 20 million.
Answering a question, Mr D'Silva said the subscriber acquisition cost, which is around Rs 3,500, has come down substantially from Rs 6,000 and above, depending on the type of set-top boxes. “This can be attributed to the drop in set-top box prices in the overseas market where we source from, and a favourable dollar-rupee rate,” he added.
