KOLKATA: Direct-to-home TV services provider Dish TV has embarked on a content strategy that differentiates its services from competitors.

Dish TV today launched a brand called Zing for targeting regional markets where Phase III and Phase IV digitisation has opened up significant opportunity.

The DTH TV provider would also soon launch Dish Box Office, an expanded movie-on-demand service.

Starting with West Bengal, the DTH TV provider will start offering Zing in Odisha later this week and subsequently extend it to Gujarat and Maharashtra.

Zing is part of Dish TV’s strategy to search for newer ways of reaching out to specific viewers and engaging with them through relatable content. With Zing, a customer in West Bengal will be able to choose from a number of packs which will include all available Bangla channels.

The Zing packages are priced at Rs 175, Rs 249 and Rs 349. The company plans to spend Rs 7 crore on a 360 degree brand awareness and marketing campaign.

“With more than 10 to 12 million analogue television homes in West Bengal to be digitised in phase III and IV, we would like to grow our business here,” said Dish TV CEO R C Venkateish.

 “Besides the content, all above-the-line (ATL) and below-the-line (BTL) advertising, packaging and other marketing activities will be available in Bangla,” said Dish TV India COO Salil Kapoor.

As part of Dish Box Office, Dish TV would offer half-a-dozen movies through the day instead of just one movie on demand now. “As the reach of this offering is comparable to any movie channel, we hope to reach at least 50 per cent of our active subscriber base,” Kapoor said.

Talking about phase 1 digitisation in Kolkata, Kapoor said DTH has a market share of around 30 per cent, of which Dish TV’s share of around 28 per cent. Dish TV has a subscriber base of around 11.8 million in India.