MUMBAI: It’s seeking to make a point. Even as the Telecom Regulatory Authority of India’s (TRAI’s) TV tariff order is going through the motions in Indian courts, the Essel group-owned Dish TV India has announced that it is going to toe – if at least partly – its line.

It has announced a new initiative called 'Mera Apna Pack' under which subscribers can opt for standard definition channels at an a la carte rate of just Rs 8.50 each in addition to their basic service pack that they have subscribed. For high definition channels, the sticker price has been pegged at Rs 17 per channel. Dish TV has on its platform more than 615 channels and services including 30 audio channels and over 67 HD channels and services.

Says Dish TV India group CEO Anil Dua: “We are delighted to enable them to exercise the freedom of choice in viewing their favorite television content. This initiative will truly empower consumers to choose from the bouquet of channels and pay for only those channels that they would like to watch. This will also be in tune with TRAI’s new tariff regulations, an attempt to make channel pricing flexible yet affordable."