Priyanka Tiwari
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Suspense crime, Digital Desk : In a significant strategic pivot to navigate the rapidly evolving entertainment landscape, Dish TV India is "rewiring" its approach, placing a major bet on its digital offerings, particularly its Over-The-Top (OTT) aggregation platform, Watcho. As traditional Direct-to-Home (DTH) services face mounting pressure from the surge in streaming consumption, Dish TV aims to stay firmly in the game by embracing the digital wave.
Manoj Dobhal, CEO of Dish TV India, acknowledges the shifting consumer preferences and the need for the company to adapt. While DTH remains a core component, the future growth and relevance of Dish TV are increasingly tied to its ability to cater to the digital-first audience. Watcho, their OTT super-app, is central to this vision. It offers subscribers a bundled package of various popular streaming services under a single subscription and interface, aiming to simplify the viewing experience and provide value.
The company envisions Watcho becoming a significant revenue contributor, targeting 20-25% of its total revenue from this digital segment within the next three to five years. This move is not just about attracting new, digitally-savvy customers but also about retaining its existing DTH subscriber base by offering them integrated solutions. Dish TV is also focusing on smart set-top boxes (STBs) that seamlessly blend traditional satellite channels with OTT content, providing a hybrid viewing experience.
Dobhal emphasized that while linear TV (traditional DTH) still holds a vast audience, the convenience and variety offered by OTT platforms are undeniable. By bundling these services through Watcho, Dish TV hopes to offer the best of both worlds. The strategy involves aggressive marketing for Watcho, expanding its content partnerships, and enhancing the user experience on the platform. This "rewiring" represents Dish TV's commitment to evolving from a pure-play DTH operator into a comprehensive entertainment solutions provider, capable of competing in an era dominated by on-demand content.
