'WorldSpace will focus on tier-2 cities'

Q&A: Harshad Jain

Having acquired 177,000 lakh subscribers within four years of its launch, WorldSpace India is now eyeing to capture smaller towns. The radio service is available on subscription only on a special satellite radio-set that costs about Rs 2,350. Additionally, the consumers have to shell out a subscription fees starting from Rs 1,000 (for six months) to Rs 3,250 for two years. It offers over 40 channels including 10 regional language channels and some specialised channels on spirituality, rock and classical music, news channels among others. HARSHAD JAIN, chief marketing officer, WorldSpace India, shares his plans with ASHISH SINHA.

What will be your focus area this year? How many subscribers have you got?

This year, WorldSpace will focus on tier-2, class-B cities in India with an aggressive outlook to capture the market. There will be a renewed thrust on strategic alliances and commercial broadcasting combined with efforts on customer retention.

We introduced a subscription business model and in the past few years have expanded its retail presence to reach out to customers across the country, offering an exciting choice of over 40 radio stations playing a wide choice of music, entertainment and information.

WorldSpace is the world's only company positioned to offer satellite radio experience to five billion consumers in more than 130 countries. In India, we have approximately 177,644 subscribers.

Which are the focus regions for you in 2008?

WorldSpace was first launched in Bangalore and therefore, is headquartered here. Hence, the awareness levels and adoption is highest in this market and other southern markets. Metro markets like Delhi and Mumbai have also shown a high level of traction. Going forward, eastern and central India presents an opportunity for WorldSpace.

How many dealers/distributors of WorldSpace Radio are there in India?

Currently, we are working with over 74 business associates and over 2,000 retail outlets across the country. We plan to extend our retail operations to key markets in the country. Our strategy was to achieve growth in the top-10 city category before extending our retail network beyond the metros.

Today we cover several markets including non-metro markets such as Cochin, Pune, Chandigarh, Ahmedabad, Trivandrum, Surat, Nagpur and Goa etc. Non-metro markets are important as there are limited entertainment options there and we can provide great value to our customers through our programmes.

Does WorldSpace manufacture its own radio sets? If not, from where do you source your radio sets?

WorldSpace does not manufacture its own radio sets. They are manufactured by contract manufacturers as per the terms and conditions of the agreements provided by WorldSpace. Our current (DIG F8) Rxs are manufactured by BPL in India and Tongshi in China. But the Chinese sets are not sold in India.

Going forward, are there plans to increase the channel offerings? If so, how many additional channels can we expect and by when?

At WorldSpace, we are constantly in the pursuit of customer feedback. In 2006, we saw a clear demand from our listeners for humour. We then launched a 24-hour humour channel called Punch line.

There was a clear awakening from consumers on health, wellness and spirituality. Thus, our bouquet of channel offerings like Radio Art of Living, Sai Global Harmony and Radio Moksha.

Last year, we made an announcement that our music (ten channels "" Hindi and regional language stations) was available online via a strategic alliance with MSN. We will continue to seek and benefit from other such strategic alliances this year too.