Dish TV To Scour The Web For Customer Complaints, Introduces New Positioning, Pricing

image Direct-to-home service provider Dish TV today unveiled a new brand positioning–Sabse Zyaada Entertainment–and introduced a new system of pricing, saying it was offering more channels for a lower price under a new three-tier system of bundling channels. Company COO Salil Kapoor said all existing customers will be moved to new plans and in most cases, they will have to pay less for more channels. Wherever the customer is having to pay more, prior consent will be taken, Kapoor said, responding to a question. “The customer will enjoy price protection till the time he makes the next recharge,” he added. The new categorising was not going to result in significantly higher ARPU (average revenue per user), but it was being done more to simplify the offerings, Kapoor said. Dish TV enjoys ARPU of Rs145.

The Essel Group company hopes to clock revenues of Rs1,250 crore this fiscal. It currently has 5 million plus subscribers with a monthly churn rate of 1% and hopes to increase the subscriber base to 7.5 million this year. The company had revenues of Rs740-750 crore (unaudited) for the previous fiscal and is already Ebitda-positive and will turn cash-positive in another three quarters, Kapoor said.

The Bombay Stock Exchange-listed firm will shortly launch a HD (high definition)-ready personal video recorder in the market.

In an interesting initiative, the company will monitor comments on blogs and consumer experience websites such as mouthshut.com and complaints.com for consumer complaints and act to resolve the complaint on its own. It’s a good idea for any company to listen to net chatter about its products and we will eagerly watch if Dish TV will commit more resources than its overstretched customer care division to proactively monitor and solve complaints on the net.