(29 January 2008 2:30 pm)

NEW DELHI: dishtv's mobile DTH division installed the first state-specific Direct To Car antenna in a luxury car in Hyderabad on January 28, a system that is being launched for Maharashtra, Karnataka and Andhra Pradesh only for the moment.

The T5 antenna is much smaller than the new DTH antenna that dishtv has brought in to be fixed on buses and trains, which would allow passengers to watch TV on the move, and costs half the price of the larger ones, Samir Juneja, head of the mobile DTH division told indiantelevision.com.

"The T5 antenna is 1.5 feet in diameter and is installed magnetically, using very high power magnets, which makes it impossible to remove or pilfer with," Juneja said.

Unlike the larger one for buses and trains, this one can be fixed on any surface and does not need roof raise and cross rails.

The distributor price is Rs 60,000 and the MRP is 79,000, whereas the larger ones are priced at Rs 1.49 lakh.

The T5 is nine inches in height and weighs about nine kgs, with an aerodynamic design that suits any car, Juneja said.

He said that the state specific launch is restricted to the three states because the smaller antenna needs higher satellite power in terms of signal strength, measured in dB,and these three states enjoy that strength.

Hyderabad received the first imports from Israel, where the antenna is being manufactured, three days ago and stocks are selling out fast, Juneja said.

This year Juneja expects to sell about 1,000 in each of the state capitals.

Asked why he expects the product to do well, despite the obvious handicap of being locked in specific cities, Juneja said that the company's distributor interface shows that people owning such luxury vehicles do not wish to use them for travelling interstate, but within the confines of their cities.

Ford, Juneja said, has shown a keen interest to stock the products, both the small and large ones, in the company's accessories sections in their showrooms.

The T5 is being sold in Bombay through DC Designs; Pune through Meltek Systems and in Hyderabad through UBC Media, but dishtv does not want to rush in with pushing volumes.

Juneja said: The first objective is placement of products so that once we market it, the outlets should have it, and customers must not be told to come another day because there are no stocks.

dishtv is bringing in trainers from Israel to teach the distributors to install the product properly so that expensive cars are handled properly, Juneja said.

This is the same reason that the roadmap for marketing has been cautious, and there are no advertisements being run.

After the first phase of some installations and feedback, dishtv will go for direct marketing, sending mailers to select homes of the right financial background, to be followed up by calls to the secretaries of the persons concerned, and one they agree, they would be put in touch with the dealers.

Once the company generates enough volume and starts keeping the antenna over the counter, the advertisement campaign would start.

The company will go for manufacturing of the product here in India once the volumes are reached