NEW DELHI: Dish TV’s media campaign revolving round freedom-from-cable-problems theme has incensed a section of cable community, which feels it’s “unethical.”

In a letter e-mailed to Dish TV, All India Aavishkar Dish Antenna Sangh (AIADAS), one of the many bodies representing the cable fraternity, has exhorted the DTH company to withdraw the “misguiding advertisement.”
 
“The whole cable TV community is shocked on seeing the business-damaging and misguiding advertisement campaign launched by Dish TV through various news papers, hoarding, and bus shelters. This type of advertisement campaign has hurt the cable TV fraternity in India as a whole,” the AIADAS letter states.
 
The letter further highlights that the latest Dish campaign would severely hurt the business of cable operators; almost to the extent of crushing them out.

“In case the (cable) consumer shifts (to DTH), who is going to pay compensation to the cable TV operator?” Dr. AK Rastogi, head of AIADAS, has asked in the letter.

Though Rastogi claimed that Dish has agreed to withdraw the damaging ad campaign in deference to the cable industry’s anguish, Dish TV CEO Sunil Khanna denied any such move.

“We are not withdrawing any campaign, nor altering it,” Khanna told Indiantelevision.com today afternoon.

He added that instead of being cry babies, cable operators should seize this opportunity to digitize their networks and offer consumers better services than before.

“With competition around in DTH sphere, there is bound to be consumer awareness campaigns highlighting the advantages of a DTH service. The cable operators should brace themselves for reality,” Khanna said.