Dish TV To Mop Up Rs 1,100cr

New Delhi: Dish TV India Ltd, Essel Group''s Direct-to-Home (DTH) service provider, is eyeing to mop up Rs 1,100 crore. The company has already infused about Rs 700 crore in the business. Dish TV has launched its new campaign with a huge investment, the figures it did not disclose. Starring long term brand ambassador Shah Rukh Khan, the campaign is expecting that when Conditional Access System, or digital cable is implemented, more people will choose DTH over CAS, and choose Dish TV over other services.

During the January 1, 2007 implementation of CAS in pockets of New Delhi, Mumbai and Kolkata, 20 per cent switched over to DTH services offered by Dish TV and Tata Sky. In his estimate, the 55 cities would account for 30-40 per cent of the 70 million cable homes; Dish TV''s share works out to 2.1- 2.8 million new subscribers. The campaign is however not promising any price reductions in the set-top boxes. In the South, Sun Networks'' Sun Direct) has already declared it prices.