'Recession seems positive for DTH industry'
Direct-to-Home major Dish TV, a part of Zee Group, said it expects to achieve the break even point by second or third quarter of 2009-10 in the back of rising subscribers base.business Updated: Jan 20, 2009 16:31 IST
Direct-to-Home major Dish TV, a part of Zee Group, on Tuesday said it expects to achieve the break even point by second or third quarter of 2009-10 in the back of rising subscribers base.
The company has targeted to reach 8 million subscribers mark by next fiscal from 4.8 million at present. It also expects to attain the break even point by second or third quarter of 2009-10, Dish TV India Ltd COO Salil Kapoor told reporters in Chandigarh on Tuesday.
He said that the economic recession may have hit several industrial sectors of the country, but it has proved fruitful for the DTH industry as the number of subscribers' base in the country have almost doubled in the last three months.
"Recession has affected DTH industry positively as... people have started controlling their entertainment bills by not going much outside for movies rather sticking to their TVs more...Because TV has become cheapest form of entertainment as of now," Kapoor said.
Presently, the company enjoys about 48 per cent market share.
He said, "During July, August and September in 2008, DTH industry was adding six lakh subscribers per month but the base jumped to one million in October, November and December when the impact of recession was actually being felt on the economy."
It is confident that the total subscribers' base of DTH industry in the country would double to 20 million per annum by 2009 from 10 million at present. Out of 220 million households in the country, there are 125-130 million TV household. "Out of which, 80-85 million are still with cable network and about 10 million are with DTH," he informed.
Dish TV has drawn a strategy in which it will focus on retaining its existing customers by taking care of their monthly bills.