India's competitive DTH industry is moving towards more customised offerings such as video-on-demand, Catch UP TV and cheaper channel packs in regional languages. DTH players are realising that in future the "customer will be king" and "what you want to see and when you want to see" is the new mantra.
"We feel that DTH needs to adjust according to preferences of viewer and not the other way round," said Vikram Mehra, chief marketing officer, Tata Sky.
While Tata Sky has introduced video-on-demand and "Catch Up TV" that allows a subscriber to watch television shows after broadcast, Airtel digital TV introduced its programme guide in Tamil apart from English and Hindi. Videocon d2h is also offering exclusive 3-D content.