DishTV targets 8 mn users; to invest Rs 1100 cr

Betting big on its new campaign with Bollywood actor Shahrukh Khan along with its new offerings, Essel Group promoted DishTV is expecting over three-fold increase in its subscriber base to 8 million by 2011.

The DTH player has also earmarked Rs 1,100 crore in the next two years for expansion.

"We will invest Rs 1,100 crore in the next two years for expansion which includes introducing new services, advertising among other things," DishTV CEO Arun Kapoor told media.

The company, which currently has a subscriber base of 2.3 million, is targeting 8 million users by 2011, he said.

DishTV, which has roped in Shahrukh Khan as its brand ambassador, would seek to make people aware about the DTH technology and its benefits through the new advertising campaign.

It is aggressively targeting people all across the country through print, electronic media, outdoors and other media of advertising to strengthen the company's brand and maintain its dominant position in this industry.

Apart from DishTV, two other operational DTH players include Prasar Bharati owned DD Direct (2 million users) and private player Tata Sky (1 million users).

However, the DTH market is expected to witness a lot of competition in the near future with Bharti, Reliance, Sun TV and Videocon slated to enter the field.

Commenting on the upcoming competition in the DTH sector, Kapoor said, "we welcome competition as this will open up the DTH market".
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