MUMBAI: The Prasar Bharti has joined hands with IGO TV from MIRC Electronics Ltd. to promote its DD Direct Plus channels. As per the deal, the DD Direct Plus channels, which are free-to-air and currently available only through a cable connection, will be available through the IGO Direct to Home (DTH) TV without a cable connection.

Prasar Bharti and IGO TV will jointly promote the DTH concept through a series of marketing campaigns for a period of two months. In the first phase 92 districts of states Madhya Pradesh, Gujarat, Bihar, Uttar Pradesh, Chattisgarh, Jhakhand, Rajasthan and Maharashtra will be covered, states an official release.

The association marks the pubcaster's first tie up with a consumer electronics company to promote their respective products, the release adds.

IGO general manager Nilesh Mazumdar said it would be a value-added product with the latest technology at the most affordable price points. Doordarshan director general Navin Kumar, opined that the tie-up would help spread awareness of DD Direct Plus channels and enhance reach of the channels in remote areas amongst lower income households.