DTH: A sweet dish for cable boys & viewers!
JUST SIT back and watch four channels on the ?Idiot? screen at the click of a button. Zoom up the one you want to watch?that?s DTH for the viewers. And for cable wallahs, it?s a double gain?carry on with the cable network and cash in on the attractive packages from the DTH provider.india Updated: Sep 16, 2006 12:03 IST
JUST SIT back and watch four channels on the ‘Idiot’ screen at the click of a button. Zoom up the one you want to watch—that’s DTH for the viewers.
And for cable wallahs, it’s a double gain—carry on with the cable network and cash in on the attractive packages from the DTH provider.
“We are in the business to work with cable operators and not take the business away from them”, says Vikram Mehra, Head (Consumer Marketing) Tata Sky Ltd, an 80:20 JV between the Tata Group and Star which launched its DTH services in India barely 40 days back.
And How? Explains Mehra: “First thing is that many of the cable television viewers may not shift to the DTH platform at all in the city.
The other important thing is that cable operators could become the active distributors themselves of DTH services across the city by selling vouchers required for receiving channels on the DTH platform to the viewers”.
The DTH system known globally for its interactive nature and an “on-screen” programme guide which enables viewers surf and choose the channels by looking at a series of live programming options running at the same time in even in a small television screen was a matter of concern for the city’s cable operators fearing a major shift of their connections to a new technological platform.
“We are not competing with cable operators. They understand the business as we do. DTH is a matter of choice with a wider entertainment fare which allows viewers to choose what they want to watch and not what had been thrust into their television sets”, he said.
The DTH system operates like this—The broadcaster uplinks the programming to a satellite which relays the signals to the dish installed in the balcony or windows of the viewer’s home. The signals are further relayed to the “Set Top Box” where the signals are decoded by the instrument for viewing channels.
“Just like buying a recharge voucher for a mobile phone, one could buy a pre-paid recharge voucher for a DTH system every month and feed the coding on to the Set Top Box for receiving channels at home”, he said.
First Published: Sep 16, 2006 12:03 IST