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the car companies are General Motors, Force
Motors and Ashok Leyland, and Dish has encashed
the ongoing Auto Expo here to showcase its
new technology.
Juneja
said that the talks are on with the railways
and added: "This will take about two
months, and during these months you shall
see a lot of action."
He
said that the presentation they have made
to the railways involve Dish giving the
technology, which is brand new.
"Earlier,
we had tried the antenna that could meet
the challenge of staying in the line of
sight of the satellite, but they were bulky
and difficult to operate, but now we have
flat antennas that can be fitted easily,"
Juneja said.
These
new antennas are flat, being manufactured
by an Israeli company, and use the "phased
array" technology, involving an array
of antennas.
"These
are electronic antennae, very highly sophisticated
and cost somewhere around Rs 150,000 each,"
Juneja said.
He
said the railways have instal TV sets in
the First Class cabins, to bring live TV
to the First Class passengers in the premier
trains, and added: "This will totally
change travel from the previous manner of
just moving incessantly without entertainment."
Juneja
said that the service is even better for
road transport.
"In
trains, at least you could go to the loo,
or take a walk to the pantry car, whereas
in bus travel you are simply tied to your
seat, so it is even more attractive for
the bus riders," he explained.
The
price per unit is really small for trains,
as it works out to servicing a much larger
number of passengers per unit, but despite
being on the higher side, car manufacturers
are very keen on the new offering from Dish
TV.
The
high-capacity bus service is being rolled
out in Delhi and roads are being re-laid
out for that, but that would really take
off closer to the 2010 Games, so what would
be the rollout road map?
Juneja
sees a gradual uptake for the new technology
and expects to sell about 10,000 units in
the first year, and feels peer pressure
would be a substantial market driver for
the product.
"If
you see your friend travelling in one such
car, you would also desire it, isn't it?"
he asks.
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