Reliance BIG TV Ltd., a wholly owned subsidiary of Reliance Communications ( News - Alert) Ltd., today announced the launch of India’s first fully Digital Home Entertainment Service on a MPEG4 Direct-To-Home Platform.
BIG TV DTH offers more than 200 channels with digital quality picture and sound, which company officials say is higher than any other DTH or Cable Operator in India. The BIG TV DTH Service will be available in outlets across 6,500 towns.
“The huge potential of a quality and value offering in the Home Entertainment Service market offers us a unique opportunity to tap the strengths and synergies of telecommunications and entertainment sectors embedded within Reliance ADA Group. With the launch of BIG TV DTH, we aim to offer a unique viewing experience in millions of Indian Homes, further accelerate the growth momentum and enhance value for many million shareholders of Reliance Communications”, said Anil Dhirubhai Ambani of the Reliance ADA Group.
BIG TV DTH is offering 100 channels – more than any competing offering, according to Reliance.
“The Home Entertainment Service market, in spite of serving close to 120 million TV Household,s for decades has still not delivered the quality, choice and service experience leading to customer delight. BIG TV DTH would be the first and only Home entertainment service to deliver fully digital picture & sound, choice of channels for every family member and highest levels of customer service across the country”, said Arun Kapoor, chief executive officer of Reliance. “Providing a Better Value proposition to BIG TV customers by offering superior content and service at prevailing market price points is an integral part of our strategy to achieve leadership position within first year of launch.”
BIG TV DTH Service has undergone rigorous testing for six months, officials say, and has set up a Call Center capacity capable of handling over 50,000 calls daily, in 11 Indian languages including English, across two locations to enable high-quality and speedy response to all customer queries. A group capable of installing over 15,000 daily connections with specially trained installers would ensure fulfillment of every customer order within three days.
“BIG is the flagship entertainment brand of Reliance ADA group, with an established presence in diverse entertainment verticals. The fully integrated end-to-end infrastructure capabilities support the BIG Brand and places it in a unique position to become amongst worlds leading entertainment brands. BIG TV launch will mark the shift of TV content control from broadcaster to customer hands and define the future of TV viewing in India,” aid Sanjay Behl of Reliance.
Rajani Baburajan is a contributing editor for TMCnet. To read more of Rajani's articles, please visit her columnist page.
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