Rebecca Hawkes ©RapidTVNews | 18-07-2011
An imposing 41 channels have been added to the direct to home proposition of India’s Airtel Digital TV to bring the operator’s total linear channel count to 238.
Four new high definition (HD) channels – Star Gold, Star Movies, Star Plus, and Star World – have been added to the platform’s existing three. Meanwhile, among the new standard definition (SD) multi-genre and multi-language feast are five Telegu, two Tamil, two Malyalam, two Kannada, 11 Hindi, one Bhojpuri, one Oriya, one Bengali and 12 English channels.
These include BBC Entertainment, CBS Love, CBS Prime, CBeebies, DD Malayalam, Discovery Science, Discovery Turbo, Food Food, Fox Crime Enterr 10, Sakshi TV, Suvarna News 24*7 and Magik TV.
“We believe that with HD and regional channels emerging as a key customer need, width and choice of content will be a key differentiator going forward,” said Sugato Banerji, CMO, Airtel Digital TV. “Our enhanced HD bouquet will further encourage viewers in metros and larger cities who are going in for flat panel TVs to opt for a strikingly superior viewing experience with Airtel Digital TV HD.
“We have today one of the largest regional bouquets on DTH which we believe will play a key role in helping us further build on our leadership of new customer additions in rural areas,” added Mr Banerji.
The bouquet is available at INR 65 per month, plus taxes, and the HD channels are offered on an a la carte basis.
Airtel Digital TV – one of India’s six private satellite platforms – currently has 6 million customers out of a total DTH subscriber base in India of over 32 million. The Bharti Airtel owned operation competes in the skies with Dish TV, Sun Direct, Tata Sky, Reliance Digital TV, and Videocon d2h, as well as the DTH offering from state broadcaster Doordarshan.