Reliance Big TV reorients marketing strategy

Mumbai, Jan 25 : As a part of its aggressive sales and marketing strategy, Reliance Big TV (RBTV) is betting big on sales through Multi-Dwelling Units (MDU) commercial agreements and has recast its sales operations into retail and institutional divisions.

RBTV in a press release here said while the retail division will focus on driving sales through its nationwide retail network and channel associates, the newly formed Institutional division will focus on high-ticket MDU deals. The company is targeting a market share of 40 per cent in the MDU segment within the first year of operations.
As part of this strategy, RBTV has signed MDU agreements with many eminent developers such as: Kalpataru, Super Tech Limited, Arihant Builders, PACI Builders, Krishna Apara Group, Elysium Builders, Agrasen Builders, Janapriya Engg Syndicate and Diamond Group. The total size of the deal is pegged to be approximately worth Rs 20 crore.
The MDU strategy will be an integral part of RBTV's focus to achieve leadership position in the Indian DTH sector. The MDU is a customised DTH solution targeted to tap various sections of societies, commercial complexes and new townships, where a single dish antenna can provide the DTH connection to multiple households.
This circumvents the need for installing individual dish antennas for every household connection. Such MDU agreements are expected to contribute nearly 15 per cent of its volumes in the Circle, said Mr Ashutosh Srivastava, Senior Vice President, Sales of RBTV.
RBTV has set-up a dedicated pan-India network of 1,000 Direct Sales Agents (DSAs) and 500 member installation team to handle MDU business. BIG TV has already installed MDUs at over 1,500 locations and close to 5,000 locations are in the process. The company is conducting a series of road shows across India as part of its marketing efforts to generate awareness and drive subscription sales in these markets.