Dish TV, Direct to home (DTH) operator, will now negotiate content deals with broadcasters. The negotiations will be based on the data the DTH operator has collected of more than 0.5 million subscribers who have subscribed channels on a la carte basis.
Apart from sports and regional channels, Dish TV has already started providing channels on a la carte based as per TRAI new tariff order even as the matter is stuck in Madras High Court.
According to Dish TV CMD Jawahar Goel, almost 0.6 million subscribers have opted for various channels after the new a la carte offering was rolled out. The DTH operator has got rich insights as to which channels and offerings are popular with consumers. It will use this insight to negotiate deals with broadcasters.
Currently, advertisers are lured depending on channel’s popularity was BARC ratings. A la carte offering gives freedom to the subscribers to only pick channels that they want.
Goel added that sports programming is not being offered under the initiative as it is an expensive proposition on reference interconnect offer (RIO) rate and also, Southern channel which are also expensive.
Goel said: “All other properties are available to the consumers. This scenario also gives us an insight that which channel is popular and in demand in our kind of customers. Otherwise, our only yardstick was measurement of ratings.”
According to Dish TV CMD Jawahar Goel, almost 0.6 million subscribers have opted for various channels after the new a la carte offering was rolled out. The DTH operator has got rich insights as to which channels and offerings are popular with consumers. It will use this insight to negotiate deals with broadcasters.
Currently, advertisers are lured depending on channel’s popularity was BARC ratings. A la carte offering gives freedom to the subscribers to only pick channels that they want.
Goel added that sports programming is not being offered under the initiative as it is an expensive proposition on reference interconnect offer (RIO) rate and also, Southern channel which are also expensive.
Goel said: “All other properties are available to the consumers. This scenario also gives us an insight that which channel is popular and in demand in our kind of customers. Otherwise, our only yardstick was measurement of ratings.”
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