Reliance Big unveils Direct To Home deal

[alpeshpatelk]

Chief executive Arun Kapoor plans 100,000 outlets in 6,500 towns soon, he is training his guns on 40 per cent share of the market in a year

The Ambanis do not like to do anything small, so much so that when Anil Ambani decided to develop a new brand, he called it Big. He is putting scale where his mouth is. Last week’s launch of Big TV DTH is trying to live up to its name. It took off with 100,000 subscribers (employees and those that came in in the soft launch in March) in 2,500 towns, 10,000 hoardings, 15,000 television advertising spots, 20,000 radio spots, and 500 newspaper inserts. Chief executive Arun Kapoor, a man of average build, is talking about 100,000 outlets in 6,500 towns very soon. Having spent five-six years with mobile telephone service providers and headed Dish TV, Zee’s DTH service, before joining the Reliance fold, Kapoor says the way ahead is the telecom way. When Shuchi Bansal and Suveen K Sinha caught up with Kapoor, he was training his guns on 40 per cent share of the market in a year, by which time the total number of DTH subscribers may treble to 18 million.


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