DTH company Dish TV has announced a new service to offer built-in OTT services with its ‘Dish TV Smart+’ proposal.

We caught up with CEO Manoj Dhobal and CMO Sukhpreet Singh to know more about the venture, the longstanding issues faced by the DTH industry and their subscriber reach.

Excerpts:

What can customers expect from the new service ‘Dish TV Smart+’?

Manoj Dhobal (MD): We've gathered a wealth of data insights through extensive market research. Our observations indicate a strong consumer demand for unique offerings, particularly in the realm of content consumption. However, we've noticed a significant hurdle: many consumers struggle to subscribe to these services. 

Like in DTH, you don’t go separately for Zee, Sony, Sab TV or Star TV. You have one DTH connection and you get everything. The same is true with OTT now.

In the current landscape of OTT (Over-The-Top) platforms, consumers not only seek traditional linear content but also desire the flexibility of SVOD (Subscription Video-On-Demand) and live streaming options. We've acknowledged the challenge of content discovery and have worked to alleviate subscription constraints, making it easier for consumers to access a wide range of content seamlessly.

How will this new service contribute to the changing landscape of television?

Sukhpreet Singh (SS): In larger cities, many individuals own smart televisions and consume a substantial amount of content via streaming services. Meanwhile, across the country, there are 200 million households, with approximately 50 million at the top of the socio-economic pyramid. Hybrid consumption patterns are prevalent.

However, in tier 2 and 3 towns, numerous obstacles hinder people's ability to access desired content. The significant impact of our solution is that, for just an additional Rs 200, it offers both traditional television and OTT services, which is expected to increase the penetration of both types of content. We perceive this as a democratization of content as it allows viewers to enjoy their favourite shows and movies on any kind of device, regardless of their location or economic status.

What are your expectations in terms of revenue and subscriber reach this year?

MD: With this new venture, we foresee a significant increase in customer loyalty and longevity with our network. Recently, the average duration of customer relationships has decreased across all operators. Our approach has been validated by adding a layer of service to our existing offerings.
We estimate that even a modest improvement in customer stickiness, say 0.5 per cent per month, will result in gaining and retaining one million subscribers within a year. Existing subscribers are seeking diverse content, not currently available on DTH platforms, which is why we consider this new experience revolutionary. We are confident that others in the industry will follow suit.

What are some persistent challenges faced by the DTH industry? Tell us about the recent meeting of stakeholders with the TRAI Chairman.

MD: Time and again, DTH players have reiterated that the industry has been struggling under the burden of undue licensing, while OTT continues its fast-paced growth without this issue. There's a laundry list of issues that has been shared for ages now, spanning over 6-7 years, perhaps even more than 10 years. Many proposals, suggestions and recommendations have been reiterated repeatedly. One major concern is the need for a level playing field in terms of regulation for all stakeholders, including OTT platforms, cable providers, and others.
Unfortunately, we find ourselves as the whipping boys of the industry, facing criticism from all sides and being viewed as easy targets for discipline. The same regulations don't apply universally and there are disparities in licensing requirements. Despite this, we strive to maintain a high level of compliance."