Move aimed at impending entry of Reliance, Bharti services.
The price-war has begun in the direct-to-home (DTH) market with the country's largest DTH company Dish TV — with over 3 million subscribers —getting ready to offer its connection virtually free.
Any consumer who wants to buy a Dish TV connection will not have to pay for the set-top box, the hardware essential to access DTH services and normally costs Rs 2,500.
This move is in anticipation of the launch of services from Reliance Communications' Big TV and Bharti's DTH services and also to take on its competitor Tata Sky, which has now crossed the 2 million subscriber mark.
This step is also expected to add to the monthly losses of Dish TV, currently estimated to be over Rs 450 crore.
According to sources, Dish TV is set to undertake a massive branding exercise centred on a "free Dish TV connection" featuring its brand ambassador Shah Rukh Khan at an estimated budget in excess of Rs 50 crore.
DISHING IT OUT
Company
Cost of
STB
Monthly
subscription
Dish TV
Free*
Rs 300
+taxes
Tata Sky
Rs 1,500
+installation
Rs 300
+taxes
Big TV
(soft launch only)
Rs 1,000
+installation
Rs 200
+taxes
* expected to announce shortly
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