At IAMAI Digital Entertainment – Digital TV Panel
The second session at the IAMAI Digital Entertainment Conference revolved around Entertainment from 10 feet i.e. Digital TV.
The panelists for this session were
- Vikram Kaushik – MD – Tata Sky
- Sujata Dev – CEO Time Broadband
- Preeti Desai – VP Marketing & Strategic Alliances
- Saurabh Kanwar – Vice President Content and Communication, Channel V
- Panel Moderator – Govindrj Ethiraj, Editor-in-Chief, UTVi
We are aggregating some key points made by two of the panelists.
Vikram Kaushik – MD – Tata Sky
Insights into DTH business
- DTH taken 5 years to get to 6 million subscribers
- It took tata sky has crossed 2 mllion subscribers in 20 months.
- It took mobile telephony industry as a whole 6 years to get to 3 million
- India is projected to have 165 million pay tv Households by 2015
- By 2015 there will be 90% penetration of pay tv
- DTH expected to grow 680% and DTH will be 40 million subscribers by 2015
- In the next 5 years DTH will be able to add 30 million subscribers
- DTH in India is the Volume game
- Indian cable tv subscribers are currently spending abt 1-2% of disposable income on cables services
- Anywhere in the world the cable tv spend is atleast 3-4% of disposable incomes
- This means that TV services in India are grossly underpriced
Why does DTH create congruence of interests of all users?
- DTH provides transparent auditable platforms for broadcasters
- Government – new revenue streams and tax collections
- Technology is proven the world over
Value Chain of DTH
- Reach > VAS > Professional customer services > Value
- To get to the bottom of the pyramid you have to start at the top
- Execution requires to invest in tomorrow
Sujata Dev – CEO Time Broadband
According to me Next Generation Network will facilitate single gateway for a digital home.
International trends
- People moving towards interactivity.
- Time shifted and delayed viewing.
- Disaggregated consumption.
- UGC content consumption causing longtail effect.
- Rapid transition is global trend.
Mobile migration is imperative
- Modes of consumption will drive form of consumption.
- Also this would define money spend on the content.
- Content repurposing will need to happen for different platforms
Preeti Desai of Rediff spoke on Rediff as a platform while Saurabh Kanwar of Channel V Spoke about the circle of trust among TV viewers.
On the whole the session left much to be desired as in IPTV vs DTH comparison, The possible applications over TV that could make it a different viewing experience. Also a Tivo like model in India. None of this came up for discussion during the panel which made it a let down as far as we are concerned.
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