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March - 2013 - issue > View Point

Digitization: The Changing Landscape of Indian Television

Venugopal Iyengar
Chief Marketing Officer-Sun Direct
Wednesday, February 27, 2013
Venugopal Iyengar
Headquartered in Chennai, Sun Direct, a joint venture between Sun Network family and the Astro Group of Malaysia, is an Indian direct broadcast satellite service provider.

Digitization is the biggest development witnessed in the television industry. The impact of phase one of digitization seems to be a win-win situation for consumers, service providers and government bringing a revolution in digital TV. By March 2015, the government plans to bring in the 120 million plus C&S audience in the country under the digitization umbrella.

The move of Ministry of Information and Broadcasting into the second phase of digitization to target 38 cities, aims to spur the wave of digitization across the country. The move is expected to be an asset for Sun Direct and we will leave no stone unturned to lure customers to switch over from analog to DTH service. Sun Direct's focus is on delivering maximum regional content keeping our strategy "Think Regional, Go National". True to this, Sun Direct also provides 11 exclusive channels and services which are not available on any other DTH. The coming year for the DTH industry is all about digitization and promises to be a challenging one by bringing in these urban households into the digital domain.

The DTH industry aims to strike a balance between providing enhanced digital experience with utility value and affordability.

Customers have a wide range of channels to choose from, advantage of paying for the channels that they want to watch and also get the option to block undesirable programs. The superior quality of sound and picture will also enhance their viewing experience.

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