Durables is what it always promised... Can it survive this time?

IIPM, GURGAON

The final test asAshish Kaul, Executive V-P, Essel Group, exclaims, “Keeping in mind the market dynamics, if I have to launch a new DTH venture today in India, I will ensure that the set-top boxes are delivered free to the subscribers… that’s the beauty of competition, it only does good to the market!” is to be able to deliver the goods at an initial zero-fee – and that will be the final frontier that will test the DTH wannabes! Also, being a late entrant, getting subscribers will be one of the biggest challenge that Videocon will face.

However, once initial roadblocks are passed, living by reveneus will get easier as Ashish reiterates,” Subscription will not remain the only revenue source in DTH… and therefore it will find making money easier as time passes...” The biggest challenge however would be Its own ‘inexperience’ in the field of media... With a track record of a failed TV launch in the 90s, it remains to be seen whether this ‘Truly Indian MNC’ stands up to a challenge... on its own soil!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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