Reliance Big TV

Reliance BigTV Introduction
Reliance BigTV is a new product of Reliance Communications from Anil Dhirubhai Ambani Group. Its a satellite TV service which suits your schedules with a feature to select multiple favourite channels, watch latest movies and shows at your fingertips. Reliance BigTV is claimed to offer a Digital Service with exceptional quality powered by MPEG-4 technology for the first time in India which no other Direct-To-Home(DTH) service providers like Dish TV, BSNL IPTV and Tata Sky could offer.

Reliance BigTV features pure digital viewing experience, more channel choice, many exclusive movie channels, easy programming guide, interactive services, parental control, 24×7 Customer Service and lots more.

BigTV Comparision

Reliance BigTV Pricing
Big TV subscription offers:
1. 1490 – 3 months subscription free to the top end package.
2. 2490 – 6 months subscription free to the top end package.
3. 3990 – 9 months free subscription free to the top end package.
4. 4990 – 12 months free subscription free to the top end package.

Package prices: Rs 100-175. Regional packages- Rs 30 per package.
Big TV will be available across 1 lakh retail outlets in 6,500 towns. Click here to locate local Big TV dealer.

Reliance BigTV Features
Here are the features Reliance BigTV will offer
Get 7days TV Guide in advance and schedule your favourite shows
Unique fast scroll feature to navigate within channels & programs
Customize guide by setting up favourite shows list
Sort and view channels by name (in alphabetical order) and number
PICTURE in GUIDE (PIG) – Live TV view of current channel in play
Quick one click access to the ‘GUIDE’ feature via ‘GUIDE’ key on your BIG remote
Enable subtitles for a program
Change Programs to alternate audio languages
Set Reminders for programs in advance
Change channels in PIG via Ch+/- on remote

Advertising Strategy
Reliance BigTV has launched a new advertising campaign in order to increase their share in the Direct-To-Home television business. The new ad campaign is scheduled to roll out in the month of september in different media like television, radio, print media & internet media.
The Ad campaign is set to be of 1minute 31 seconds using 100 camera setups in 7days in different locations in rajasthan and mumbai with a crew team of 1100 experts and artists.
According to sources, in the TVC, a soldier in the battleground is seen and when he sneezes, it is so powerful that he manages to eliminate the enemy line. And when the women in the advertisement, caught in a traffic jam, decides to scream, she does it so powerfully that the entire way is cleared for her. “If it’s a scream, it should be big like this,” said the ad’s voice-over.
This Ad has made Reliance BigTV make huge sales during their launch with 15000 spots within the first week of their launch. The Ad campaigns of most Reliance ADAG[Anil Dhirubhai Ambani Group] are handled by the advertising agency ‘Mudra Radar’.

Marketing Strategy
Reliance BigTV is offering services in over 5,000 towns and cities across the country with a 360 degree high voltage campaign. Big TV had already completed trial runs across 2,400 towns and offering service to customers of other Reliance ADAG group firms for just Rs1,000 with an estimated subscriber base of 40,000. Reliance, however, is offering the service at Rs325 per month, which includes Rs100 worth free “pay per view“ content, and hopes to make a dent in the customer base of existing players with aggressive pricing strategies.
The company is deploying the MPEG4 technology compared to MPEG2 technology used by other DTH operators, which would enable Big TV to offer over 240 channels versus the 160 channels that can be offered on MPEG2 Platform.

Sales Targets
Reliance BigTV has setup big plans for their Set Top box and are estimating that the DTH Subscribers base for these services would reach 60 million users by 2015 and by next year they would extend their services to 10,000 towns in India. Currently the service has a capacity of 5 million homes at the moment. There are a total of 120 million TV homes in India out of which only 6 million consumers are connected to the different DTH players like Tata Sky, Dish TV, Sun TV and DD Direct.

BigTV is going to spend in total a amount of 200 crore rupees on marketing and promotions in the very first year of their launch which is at par with the other DTH providers advertising campaigns. On the other hand Dish TV is the market leader with 3.4 million subscribers and a market share of 56% followed by other service providers and Bharti Airtel’s DTH service called as Airtel Digital is also going to be launched soon. Hence Reliance BigTV is trying their best in promotions and marketing to make sure they can increase their market share as soon as possible.