One of the most popular Direct to Home service providers, Dish TV will step into consumer products with the launch of innovative devices in FY20 to attract new-age digital and tactical customers. The DTH operator has already observed that entertainment from only one source of TV is not enough to satiate the consumers, after finding this gap, the DTH company has launched the DishSMRT Stick which allows the subscribers of Dish TV with the DisfwahNXT HD set-top box to enjoy content from various OTT platforms. In the annual report of Dish TV, the company’s CMD, Jawahar Goel said that the consumer interest in entertainment is at an all-time high and it will keep on growing. He also said that the entertainment industry is being led by technology and the viewers.
Dish TV's Vision Towards Innovative Products
Goel remarked, “We have launched a low-cost device, which can be attached to the subscribers existing set-top box to connect to the internet and stream content. Such innovative products would get continued to launch in the current fiscal and beyond.” During the FY19, Dish TV has already introduced the Watcho app which offers a vast library of content including Live TV channels, original shows, documentaries and more. Not only this, but the platform also provides a way to share content and a possibility to generate revenue for Dish TV.
Expanding on the idea, Goel added to his words, “With the launch of this product, we expect to gain a higher wallet and screen share of not only our own subscribers but also new users across regions. In this highly competitive and crowded arena, Watcho plans to make a mark with the short format, snackable content that consumers can watch as per their time, location, language and type of entertainment.”
The CMD also remarked that the past FY has been a very integral one for the company as the DTH industry witnessed the rollout of the new National Tariff Order. He also said that the bringing of NTO has ensured a level playing field for DTH operators, and now the content is uniformly priced across all distribution platforms.
Dish TV Also Took Help of AI-Based Tools
Lastly, Goel added, “Implementing the New Tariff Order was an unprecedented and mammoth exercise getting into unchartered territory. The entire subscriber base of millions had to be explained, enabled and migrated to their chosen content and a new system of billing.” He highlighted that during the migration exercise, Dish TV deployed automated tools at all points like call centres, website and app to enable the subscriber to exercise their right to curate channel packs properly and with ease. The DTH operator also used AI-based tools to analyse and suggest channel packs. This was also used while curating the “best fit packs” for the subscribers.