Listen, Can You Hear That!
These are the winds of change, slowly blowing in the Indian television industry, and they seem to be talking – DTH (Direct To Home).
Now that DISH TV, owned by zee, has been broadcasting for almost 10 months and attracts about 3,000 new subscribers every day, things are getting even more interesting. The TATASKY TATA STAR joint venture is due to start in mid-2006. Cable operators are being slowly and steadily kicked out. Hong Kong research firm Media Partners Asia (MPA) believes it will take time. By 2015, India will become the largest revenue-generating pay-TV market in Asia, with revenue from the multichannel video industry (cable, DTH and IPTV) to grow from $3.6 billion in 2005 to $7.2 billion in 2010 and $10.5 billion in 2015.
SONY Entertainment, the only major network in today’s top 3 slots, seems to be leaving its options open when it comes to DTH. Whether they will join the existing platform or create it themselves is a mystery.
The only thing to note here is that since the TRAI rules don’t seem clear on the issue of cross-platform streaming, when every major network should also be available to all services, there is a risk that people will eventually watch everything. channels are available with 2 or 3 decoders or satellite receivers. This is a path that the industry should avoid because it is too fragmented by the market. I think only when other players come and the market changes, these issues will be solved. But in the short to medium term, be prepared for being bombarded with “special offers” and “high-tech features” that DTH players will no doubt be shouting about.
I remember it was in the early 90’s when satellite TV appeared, the only community that breathed a sigh of relief were advertisers. After all, they struggled to get the perfect shot and the perfect shot, only to play at the time on a very snowy Durdarshan. In the! It hurts. Crystal-clear images of the cosmos have solved all this, and now Indian television, which is experiencing nothing but its next revolution, will provide India’s advertising industry with a whole new way of communicating with viewers. Imagine watching an advertisement for, say, a cruise, and a red button appears in the corner of the TV screen. You press the red button on the remote control. What quickly “tells” Cruise Holiday is that you want to take them on vacation. You will immediately get a call and book a vacation for you. As you can see, most set-top boxes can now connect to the Internet through a built-in modem. So now with the DTH circle over. Until now, television has been a one-way street, which means that as a viewer you couldn’t interact with what you saw on TV.
Well, you’ll be able to do it soon. Television will now become an extremely powerful means of transmitting information in Indian homes, as well as in the homes of Europe and America.
Here the viewer wins. We hope that a great combination of universal interactive services such as on-demand movies, live electronic programs for personalized video recording, and great prices will help DTH enter the Indian market faster.