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 Sun Direct TV to invest Rs 150 crore for expansion

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PostSubject: Sun Direct TV to invest Rs 150 crore for expansion   Sun Direct TV to invest Rs 150 crore for expansion Icon_minitime07/09/08, 10:47 am

As part of its strategy to achieve a pan-India presence, Direct-to-Home (DTH) service provider Sun Direct TV Pvt Ltd plans to pump in about Rs. 150 crore for marketing this fiscal.

Sun Direct, which already enjoys subscriber base of 1.3 million, hopes to mark its presence across the country by the end of October this year.

Launched in January 2008, Sun Direct presently offers DTH services in Tamil Nadu, Karnataka, Kerala and Andhra Pradesh. Now, it has firmed up plans to expand its services across India in a phased manner.

"We are going to launch over services in Hindi speaking belt within next 15 to 20 days. In fact, Sun Direct will be expanding its presence in three phases," said Tony D’Silva, chief operating officer, Sun Direct, which is a 80:20 joint venture between the Kalanidhi Maran family and the Astro Group of Malaysia.

In the first phase, Sun Direct will select sample states from Eastern, Western and Northern parts of the country for roll out of its DTH services and gradually expand its presence in all the states of the country.

"As part of the expansion plans, the company expects to invest around Rs. 150 crore for marketing," he added.

Claiming that Sun Direct is the fastest growing DTH provider in the country, D'Silva said that the company aims to have a subscriber base of 3 million by the end of fiscal 2008-09. In order to achieve pan-India presence, Sun is now strengthening its distribution infrastructure across India.

"The company does not subsidise content but it provides Set-top box free of cost and we will continue to do that," he added. Sun Direct also has plans to launch High-definition TV (HDTV).

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