Hinduja Group's Headend-In-The-Sky (HITS) network NXT Digital is targeting 2000 operators across five cities Hyderabad, Kurnool, Vijayawada, Vishakhapatnam and Tirupati in Andhra Pradesh and Telangana.
Grant Investrade Limited, a subsidiary of Hinduja Ventures Ltd, plans on investing an additional USD 20 million (Rs 120 crore) in the business by the end of this fiscal, taking up the total investment value of HITS network to USD 100 million (Rs 600 crore).
The services rolled out a month back has already signed on 10 lakh subscribers through Last Mile Owners and Multi System Operators, making the transition from analog to digital TV easier for the operators.
Tony D'Silva, MD, Grant Investrade Limited, said, "We estimate that the market across AP and Telangana is 1.4 crore households of which 35 lakh have Direct to Home (DTH) connections. We are targeting another 10 lakh subscribers through our reach in Hyderabad, Kurnool, Vijaywada, Vizag and Tirupathi.”
NXT Digital allows the operators retain ownership of (cable) network; gives freedom to do broadcaster deals; offers packaging and pricing as per their market; and telecast local channels; and acquire set top box (STB) at convenience, Mr. D’silva, said Media persons in Hyderabad on 18 August.
Getting on to the NXT Digital platform meant cost benefits for the operators, he said and added that the company will charge them Rs. 20 per subscribers. The two States together have 14 million (TV) households, of which 3.5 million are on DTH platform. The company is eyeing at least 25 per cent market share.
Nxt Digital has also signed an MoU with an Indian manufacturer in Maharashtra to roll out specially designed Set-Top-Boxes (STBs) aimed at better connectivity in the C-Band HITS operates. The MoU will benefit operators to order and install STBs on a need-basis with a cash and carry option.
According to research done by Nxt Digital, Digital Addressable Systems (DAS) roll-out in Phase III markets will see around 5 crore analog households convert to digital by end of 2015 and Phase IV will see 6 crore households going digital by end of 2016.