Dish TV looks to spread with Philips, HCL tie ups

Zee's direct-to-home (DTH) service Dish TV has partnered with Philips, the consumer electronics major, and HCL Infosystems, to increase its reach and connectivity pan-India.

With the tie-ups, Philips India will ensure PC compatibility with Dish TV's set-top box, so as to view Zee's DTH service on a Philips display LCD monitor. Philips will launch these LCD monitors within 3-6 months and have inked a 5-year deal with Dish TV.

Philip's LCD monitor will have an in-built set-top box, and will only offer Dish TV as part of the exclusivity clause in the contract.

The rationale behind partnering with Philips comes from the fact that in the next two years, PC (personal computers) terminals are expected to hit 20 lakh. And with television and computer convergence already taking place, Dish TV strategy is to penetrate this upcoming market as well.

Dish TV is also looking at other similar partnerships with electronics and computer hardware manufacturers to ensure further visibility and reach for PC users.

On the other hand, the deal with HCL, which is also a five-year partnership, is to expand its reach on the back of HCL's 4000 outlets across the country.

Subhash Chandra, chairman, Zee Telefilms said, "These tie-ups with Dish TV should increase our subscriptions to 5,000 a day in place of the present 3,000 a day level."

The alliance with Dish TV will also enable HCL Infosystems to provide digital entertainment services as part of its digital lifestyle portfolio.

HCL will offer set top boxes and antennas under the subscription scheme and in turn would ensure more visibility and accessibility Dish TV's presence across India.

Dish TV today has 2,000 dedicated personnel that market the Dish TV package currently to viewers. With the tie-up with HCL, Dish TV has at a stroke increased its sales force to 4000 more points.

Dish TV currently has 10 lakh subscribers and the target by the end of 2006 is to have 15 lakh subscribers.