Reliance

BIG TV
TV ho to BIG TV ho!

Launch
August 19th , 2008 Existing Market Players: Dish TV and Tata Sky
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MPEG4 technology – for the 1st time in India Picture-In-Picture (PIP) – 12 channels simultaneously 200+ channels, while others offered about 175 First and only DTH operator to with 32 movie channels and a Subscription video on demand (Svod) service Available at 1 lakh outlets (240 Reliance World and 2000 Reliance Mobile stores) across 6500 towns DTH official partner of IPL (bid of $31.16 million for 4 years)

BIG – Tata – Dish Comparison

BIG Promotion Strategies
Handled by Mudra Communications Budget: Rs. 100 crores Promotion Media Hoardings

BIG Promotion Strategies
Newspapers

BIG Promotion Strategies
BIG 92.7 FM

BIG Promotion Strategies
Television

BIG Promotion Strategies
Website: http://www.bigtv.co.in

BIG Promotion Strategies
Exclusive offer for Reliance Energy users

Coping with competition
Number of channels to be increased to 400 (tie-up with Thomson Headend Systems) Unmatched Diwali offer - Reduction in price from Rs. 2490 to Rs. 1490 (Airtel – Rs. 2000, Dish – Rs. 2190, Tata – Rs. 2400) + 3 months free subscription Booked 4 more transponders of the MEASAT satellite (total transponders = 12) Digital Video Recording (DVR) by the end of the year Reliance BIG Entertainment in deal with Steven Spielberg

Suggested strategies
Promotion through text messages and automated calls to Reliance Mobile customers TV ads featuring a brand ambassador Entirely customized packages Viewing several TV channels through TV sets connected to the same set top box

Customer Service Comparison
Tata Sky: Excellent Dish: Buy Tata Sky instead! Airtel: What are you talking about?! BIG: Centralized call centres Sun TV: Buy BIG TV!

BIG is getting BIGGER!
October 20th: BIG TV crosses .5 million subscriber mark
“Crossing the 5-lakh customer milestone within two months is indeed a testimony to the superior value proposition offered by BIG TV and its success in accelerating the growth momentum of DTH sector in India.” Arun. K. Kapoor, President, BIG TV

Thank You

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