Another boring launch. Airtel wants to “differentiate” itself from the other providers by having a different format of watching channels. Thats about it.
You can follow the news as it happens on the forums or their official website which on expected lines is full of coding errors. I understand that they have invested a lot in the unified billing. I see no sight of the expected IPTV launch.
Its one thing to have the “stars coming home”- who happen to be beautiful people with some talent to be able to market themselves effectively. Apart from that, I see no real merit in having “brand ambassadors” in a crowded segment with the competitors burning equal amount of money to get a pie in your living room.
Sadly, the DTH has not matured enough here in India. Cant we get premium adult channels on the existing networks? Or there is too much of “content regulation”. We are a nation of billion people, but mention the word “sex” and there is a “smell of controversy”.
TRAI needs to learn its lessons fast.
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India is a poor country. many people have only one viewing room and only one TV. So TV means family viewing. So no adult. That said, there is some adult stuff at night or on some channel. Also we are well aware that half of Net usage is adult oriented.
The big challenge in media is how to get paid. The Net is too open so everything is too free. Media people love closed systems like print, radio, tv, dth which have limited channels and huge viewership.
If you want to crowded, go to Net. DTH is not at all crowded. Brand ambassadors are the very much worth it because non Net people believe in icons while Net people believe in choice.
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