MUMBAI: Reliance ADAG’s DTH arm Big TV is beefing up its Marathi content to ramp up its market share in Maharashtra, which accounts for 20 per cent of its total subscriber base.
The company has decided to invest Rs 50 million towards acquisition of niche Marathi content, marketing activities including launch of a TVC, and consumer activation schemes.
Fuelled by a 25 per cent growth in Maharashtra over the last two quarters, Big TV is creating a special Marathi cinema showcase on its pay platform, launching specially designed Marathi packages and acquiring localised content by tapping into Marathi theatres.
The big idea: to drive deeper into Tier II and Tier III geographies. The company says it is looking at generating over 40 per cent of its overall subscriber base from these geographies.
Says Big TV CMO Umesh Rao, “The idea behind creating a special Marathi showcase is to give our audiences in Maharashtra a world class TV viewing experience at a value-based price proposition. Through these special Marathi offerings, our subscribers will gain benefit of a plethora of local programming while continuing to enjoy their favourite Marathi channels. On the business front, a specially designed Marathi showcase makes strategic sense enabling us to enhance our regional yields in Maharashtra across multiple revenue windows.”
Big TV has launched a new Marathi package comprising four Marathi channels - Zee Marathi, ETV Marathi, Star Pravah and Zee Talkies - for a monthly subscription of Rs 5, if Marathi is selected as a first language. It has also added a bouquet of Marathi channels like IBN Lokmat, Star Majha, DD Sahayadri and Mi Marathi to its base pack.
On the movie front, Big TV has launched a special Marathi cinema showcase on its pay platform. It has acquired the DTH rights of popular Marathi super-hits including Samantar, Paandhar, Housefull, Zapatlela and Aaplee Mansaa amongst others. These films are being showcased on its pay-per-view platform in February and are priced at Rs 50 per 24-hour view-pass.
Marathi theatre, very popular among Marathis, is another vehicle Big TV is using to woo subscribers. The DTH operator has signed an agreement for the rights of late Marathi playwright PL Deshpande’s stage plays. It allows Big TV to showcase the theatre works including his super-hit stage productions Nivadak Pula Deshpande - Volume 1 to 6, Batatyachi Chal, Pula Deshpande Ratnabhandar, Hasva Fasvi, Tee Phool Rani, and Kusum Manohar Lele. These stage-plays will premiere on Big TV’s pay platform from March onwards.
For marketing the Marathi-centric offerings, Big TV has roped in Marathi actor Ajinkya Deo for its new TVC. The TVC has been conceptualized by Ramesh Deo Productions and stresses on the "joy of owning a Big TV DTH service."
Part of Big TV‘s future gameplan is to source Marathi serials and live shows.
