Sun Direct gears up for all-India DTH launch

[alpeshpatelk]

Sun Network's direct-to-home or DTH service is set to shine across the country. After launching six months ago in the South, it will now take on the big boys- Dish TV and Tata Sky.

With a competitive subscription price of Rs 999 per year, Sun DTH says it has managed to garner 1.6 million subscribers. It is betting on other markets through the same pricing plank and will offer regional language channels in its bouquet.

Sun is offering set-top boxes free and hopes to cash in on subscription revenue for now. But it is planning to launch value added services later. Currently, Tata Sky and Dish TV are the market leaders and according to estimates, the market is expected to double to 30 million subscribers by 2011.

Sun Group is banking on its strong presence in the Southern market and cheap pricing strategy to drive its DTH business, but the question is - how far it can sustain the pricing model, considering the high cost involved in the broadcasting business?

source : http://www.moneycontrol.com/india/news/b.../25/351715