JWT bags Bharti's DTH business
JWT India, after winning the Bharti Retail account worth Rs 50 crore last week, has now bagged the Bharti DTH business, which is estimated at Rs 75 crore.
Four agencies had participated in the final round of presentations – JWT, Lowe, BBH Singapore and McCann Erickson. The soon to be launched DTH services, Bharti Telemedia, is now in its advanced stage of readiness and industry sources inform that the DTH platform should be launched by December this year.
The DTH Market space is up and rising, thanks to the implementation of CAS this year and all the buzz being created about quality digital television, growth in the DTH space has been phenomenal.
Tata Sky, Dish TV and DD Direct are the current players in the DTH arena. The market is poised to have 40 million more subscribers in the next five years, there are at least eight more players readying to get into the fray.
Among those expected to enter the market are Sun and Reliance, with launch plans this year, while Videocon, while Raj TV is planning to enter the market next year.
CAS implementation has certainly driven DTH growth, but it's not just that. Dish TV has spread out to far-flung places and has subscribers in areas as remote as Nathula Pass, Siachen Glacier and Navy warships.
The advertising blitzkrieg admittedly made the difference, with the players focusing on better quality picture and customer service. The DTH players have spent Rs 250 crores in a year to increase consumer awareness, to expand the market and explain what digital quality picture means.
Says Rajesh Jain, Executive director, KPMG, "DTH is growing thanks to areas where cable penetration isn't possible, in new areas of property development and because there's a segment that wants good quality picture and service. The subscription TV market is expected to grow to Rs 25,000 crore in five years from Rs 10,000 crore now and of the 159 subscribers then, 40 million are expected to go for DTH services. That's a huge market considering that the US market comprises 105 million TV viewers."
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Thanks for the news
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