Hitting Home

It was in August last year when Tata Sky the 80:20 joint venture between the Tatas and Star Network launched in the Direct to Home (DTH) space. Zee’s Dish TV that had been operating in this space for some years, suddenly spotted competition and the rest is history. The marketing wars between them were greatly visible during the phase I of CAS (Conditional Access System) roll out. Come June and the DTH space will have another major player. After receiving the license in 2006, Kalanithi Maran’s Sun Network has formally announced the launch of its DTH venture–Sun Direct. For the venture, Maran has struck a deal with Malaysia’s Astro All Asia Networks who is investing $116 million for a 20% stake. “We look forward to a rapid growth in the customer base of Sun Direct in India,” said Kalanidhi Maran.

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Source : IIPM Editorial, 2006

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