What is Sun Direct doing right?
Sun Direct is predominantly a southern player. It is expanding its pan India presence but I bet most of the 4 million subscribers are coming from southern region. Being a south player it understood the southern market really well. Its channel bouquets and a la carte’s are carefully designed. South has 4 languages – Telugu, Tamil, Kannada and Malayalam. Sun TV has its own channels in the four regions and in most cases they are the top channels. Or the channels with most viewership. It created language specific packs and offered almost all their language channels as part of the free regional pack. Along with that came other necessary channels like music, news and English channels (around 130 or so). For all practical purposes the basic package with the regional favor does the trick. Its price is around 440 rupees for 5 months and after that, the subscription comes to ~75 rupees per month. That is the lowest in Bangalore. The regular cable guys charge a minimum of 250 rupees with a lousy
