Reliance BIG TV introduces regional content on its PPV platform

To premiere Dholi Taaro Dhol Waage from December 9
December 7, 2009: Reliance BIG TV in its efforts to cater to the diverse needs to its subscribers across India by overcoming language barriers is introducing special Gujarati content on its PPV channels.

The company’s strategy in introducing Gujarati content is aimed at driving revenue growth in Gujarati speaking centres of Mumbai and Gujarat State. As part of the introduction of Gujarati content, RBTV has bought the DTH rights to premiere the super-hit Gujarati film on its PPV channels from December 9. The film will be available for a period of one month. Customers can watch the film on a pay-per-view basis for Rs 50 for 24-hour access.

Commenting on this Mr. Umesh Rao, Senior Vice-President, Reliance BIG TV said, “The introduction of Gujarati content is in line with our overall plans to enhance Regional content bouquet on our PPV platform. We will offer Regional movies, plays & other niche content to cater to the needs of our discerning subscribers. Whilst our core strategy retains focus on pan-India offerings, we are building stronger capabilities in executing Regional programs as well.”

‘Dholi Taaro Dhol Waage’ is a saga of passion for dhol & love. In this film, Upendrabhai Trivedi & Naresh Kanodia, two legends of Gujarati cinema have, for the first time, come together on screen. Raju, a dhol player from lower strata of the society meets Mansi, daughter of a prosperous Thakur. Raju has inherited the legacy of playing dhol from his father. With his passion for the dhol he wins the heart of his lady love. However they face opposition on grounds of tradition & social status. ‘Dholi Taaro Dhol Waage’ is the story of Raju & Mansi’s journey to overcome all odds in pursuit of the love and togetherness.

These offerings are in line to offer best in class entertainment with a large repertoire of varied content to deliver sheer customer delight.

About Reliance BIG TV DTH:

A wholly owned subsidiary of Reliance Communications, India’s largest integrated telecom service provider, offers India’s first fully Digital Home Entertainment Service using MPEG-4 platform, under BIG TV DTH brand. The world’s most advanced MPEG4 DTH technology platform enables BIG TV DTH to offer over 200 TV, Cinema and Audio channels, the highest by any other DTH operator in the country. With 32 exclusive movie channels in English, Hindi and Regional languages, BIG TV DTH offers a choice of 600 new movies every year, unmatched by any DTH or cable operator in the country.

The country’s largest on-ground infrastructure for a Home Entertainment created by TV DTH would enable the company to serve over 5 million new customers every year and will offer multiple price points and packaging BIG offers to suit needs of all customer segments. The state-of-the-art Customer Service mechanism is fully functional and ready to serve a minimum of 50,000 customers every day in 11 Indian languages. Available at launch at 1 lakh retail outlets across 6500 towns, over 2000 exclusive Reliance branded stores, BIG TV DTH is the largest retail rollout of a Home Entertainment Service in India. BIG TV DTH Toll Free Number: 1-800-200-9001; Website: www.BIGTV.co.in SMS BIGTV to 55454.

For further details - Shivali.P.Mittal {at} relianceada(.)com