New Delhi: DTH operator Dish TV launched its new set-top box 'Dish+', which allows users to record programmes for watching later, and said it aims to increase its market share in 42 major cities to 30 per cent by this fiscal-end.
Priced at Rs 1,690, the set-top box will be launched in the 42 cities, where the government has mandated switching over of analogue cable TV to digital platform under Phase I and II.
"The product is aimed at ushering in digitisation for the masses. The new box (standard definition), which allows users to record shows and watch them later on. This is the first time such a product is being made available," Dish TV Chief Operating Officer Salil Kapoor told reporters here.
The aim is to increase market share from 18-20 per cent in the SD box category in these 42 cities at present to 30 per cent by fiscal-end, he added.
The Ministry of Information and Broadcasting extended the June 30 deadline to October 31 for a complete switch over of cable TV to digital platform from analogue in the four metros of Delhi, Mumbai, Chennai and Kolkata.
Dish TV currently offers its SD boxes (without recording feature) for Rs 1,590, while its high definition (HD) box with recording feature is available at Rs 2,690.
Kapoor, however, did not comment on the sales target. The company will also invest Rs 25 crore in its marketing campaign for the product during the fiscal, Kapoor said.
"The campaign will include print and outdoor campaigns as well as focus on digital media, including social media," he added
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