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CAS and DTH are picking up fast; but will the real ‘viewing hero’ please stand up?

Akin to an arms manufacturer landing a prized license to produce a new range of .22 long rifle load (which would provide a big boost to his business), Indian biggies like MTNL, Tata, VSNL, Reliance and Bharti are rubbing their hands in glee, while busy fine tuning their IPTV plans. Even as television viewers in Indiaare getting used to (albeit in bits and pieces), new concepts like Direct To Home (DTH) and Conditional Access System (CAS), IPTV is the next path breaking technology that is arming the telecommunication giants to take on future demand.

IPTV will come with features like high-speed internet access, recording facility for later viewing, video on demand and a host of other features. Branded as the next big thing to happen to the entertainment industry, MTNL has already given IPTV a soft launch in October 2006, and now (in collaboration with Aksh Optifibers) has even made the technology commercially available to all MTNL subscribers. “The quality would be similar to that offered through DTH but it comes with features like instant Video-on Demand (giving access to a library of movies at a push of a button) and VOIP,” says K. S. Choudhari, MD, Aksh Optifibers.

BSNL is also planning to roll out its services by the year end in some metros. The technology which transfers video signals via internet, is expected to contribute heavily to the changing dynamics of the industry by bringing more transparency in terms of subscribers and revenues.

Though, MNTL has done their bit in pricing their IPTV service as attractively as possible, what’s intriguing is the fact that the expected buzz around IPTV is missing. Only a tiny number are aware of the new technology and even a lesser lot actually understands the technology. Well, wait till the private players officially launch and join the fray... the ensuing marketing wars will ensure that you’ll become an IPTV know-all!
Research bureau: Surbhi Chawla

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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