Anil Ambani's passion for media is well-known, so when he is not buying out production houses, he is ensuring that he owns the medium which will deliver that content.
Reliance Big TV, a subsidiary of Reliance Communications, has entered into the fast growing Direct to Home (DTH) services and like all Reliance products, it is value for money which the brand is pushing.
BIG TV is offering packages starting at Rs 1490 for its set top box with 3 months free subscription. The service will be made available at 1 lakh outlets across 6500 towns in the country. Initially it has a capacity to serve 5 million customers.
"We would offer 200 channels with our MPEG 4 technology at competitive pricing and also provide the best entertainment to customers as never before," said Arun Kapoor, CEO, Reliance Big TV Ltd.
" We are looking at targeting the captive consumer base of Reliance shareholders. We aim to capture a 40 per cent market share in the coming 12 months," asserted Kapur.
More than 7 million viewers today access their TV needs through the three DTH players in the market and Big TV would be the fourth player taking on Dish TV and Tata Sky.
Anil Ambani controlled ADAG group is known for their sheer size and volume of business. Now by entering the DTH vertical the group only wants to further consolidate its value chain in the entertainment business, which is expected to be worth around Rs 1-lakh crore by 2012.