MUMBAI: Den Networks, Hathway Cable & Datacom, Incablenet, Digicable WWIL (Siti cable), has earmarked Rs 50 million to promote its subsidised set-top box (STB) offering in Mumbai and Delhi.

The MSO body had recently launched a promotional offer for consumers in Mumbai and Delhi to avail the STBs at a subsidised price of Rs 799.

MSO Alliance has already spent close to Rs 15 million on print ads in leading publications like Times of India, Hindustan Times, DNA, Economic Times, Navbharat Times and Maharashtra Times.
 
"We (MSO Alliance) will spend close to Rs 50 million to promote the offer. We have already spent Rs 15 million out of it. We have issued ads in several publications in Mumbai and Delhi," Den Networks CEO and MSO Alliance secretary SN Sharma said.

The MSOs will revise the price of the STBs after 30 September in Mumbai and Delhi. MSO Alliance will also offer subsidised STBs in Kolkata in within 20 days.

"We are not launching the offer in Chennai since none of the MSO Alliance MSOs are present in the city," Sharma added.
 
The MSO Alliance is also carrying out below-the-line activities like street plays. It is engaging Resident Welfare Associations (RWA) to do live demos to educate customers about the benefits of digitisation.

The Ministry of Information and Broadcasting revised the deadline for full digitisation of the four metros of Delhi, Mumbai, Kolkata and Chennai to 31 October from the earlier deadline of 30 June to allow platforms and consumers more time to convert to digital.