(24 February 2007 6:00 pm)

MUMBAI: DTH service providers Dishtv and Tata Sky will use the upcoming cricket World Cup to entice their viewers and increase subscription numbers.

Dishtv has come out with a World Cup For Free offer. It has come out with a special world cup promotional pack at Rs 3990, all inclusive with six months subscription free. This also includes dishtv's sports active services free for the same six-month period. The offer is being introduced by the dishtv mascot who entices the viewer with his histrionics and invites them to this unique experience only on dishtv.

Dishtv is positioning itself as offering active services that enable a better than stadium experience for the viewer. Besides digital picture quality and stereophonic sound, viewers will have value added controls.

The matches can be viewed with multi-camera angles. Subscribers can watch a match through three different camera angles - the main feed, the square leg and the third which will be a mix of stump cam/high wide shot.

Language Feed: The dish subscriber will have the opportunity to hear the commentary from a choice of five languages - English, Hindi, Tamil, Telugu and Bengali along with a live stadium ambient sound.

Highlights: Match highlights, i.e. all wickets and key shots like - 4's, 6's will be available to the dishtv viewers at the press of a button whenever they want

Statistics: The dishtv subscriber will have access to a stupendous Amount of cricketing data like team line ups, score cards, in-depth history of the players, their past records and so on again on their TV screens merely at the touch of a button.

The firm says that subscribers will get the Sports Active services at no extra cost that would otherwise cost Rs. 25 per month.

Dishtv CEO Arun Kumar Kapoor says, "Cricket is like religion in our country and the Cricket World Cup being the biggest opportunity to delight the consumers. With the advent
of active services and new consumer offers available in the market, the subscribers have a win win situation. dishtv has always worked towards maximising its viewer's delight and will continue to do so".

Commenting on the caricature launched by, dishtv to flag off the World Cup campaign, dishtv VP marketing Anjali Malhotra says, "The mascot lends a face to the brand that is warm, consumer friendly and trustworthy. Moreover he seems to simplify an otherwise perceived technology product apart from adding an element of fun to our communication as we are but, an entertainment provider to Indian homes. We are sure that the consumers will warm up to him."

As far as Tata Sky is concerned the company's MD and CEO Vikram Kaushik says, "Tata Sky is offering free subscription for three months and has roped in actor Hrithik Roshan for its new marketing campaign."

He explains that as part of this campaign select viewers who have subscribed before 15 April will get to watch the World Cup final match with him. In adition the company is extending the free pricing policy to the second, third and fourth television set within a consumer's household.

"The new marketing campaign is a step to reach one-million subscriber base by the end of this year. We expect phenomenal subscription during the World Cup."