MAM
Media Partners Asia for one-city test bed CAS rollout
MUMBAI: Even as the government issued a notification on the basic tier in a post-conditional access systems (CAS) environment, media research and publishing company Media Partners Asia (MPA) today released an independent research report on the introduction of CAS in India.
The report provides an in-depth analysis of the current ground realities that will dictate CAS rollout and its impact on India’s media and entertainment economy.
The key conclusions of the report are as follows:
*Successful CAS implementation could boost the entertainment economy long term
*Economic and logistical realities make CAS implementation a non-starter
*Mandatory CAS implementation will adversely impact consumer demand and weaken the fundamentals of India’s entertainment economy
*A test-bed CAS rollout in one city and a simultaneous push for alternative subscription-based television platforms will provide greater insurance for consumers, operators and broadcasters.
“Our research shows that CAS implementation, in its currently proposed form, will not achieve the government of India’s stated aims of driving affordability and choice for consumers and building an addressable cable TV industry,” MPA executive director Vivek Couto says.
“As a result, we recommend that the government of India should intervene to pursue its vision of a consumer-friendly addressable cable TV industry. This would involve focusing on a test-bed rollout of CAS in one city and a simultaneous push for alternative subscription-based TV platforms. Such an approach would protect consumer interests and contain damage to India’s media and entertainment economy.”
Also read the detailed report:
MPA Research Paper 8 dated 8 May 2003 – Sunrise or Sundown – the impact of CAS on India’s media and entertainment economy – a strategic analsysis
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
