Sun Direct to invest Rs 150 cr, forays into Gujarat

The Chennai-based DTH service provider Sun Direct plans to invest nearly Rs 150 crore and reach out to 30 lakh subscribers by the end of this financial year, its Chief Operating Operator (COO), Mr Tony D’Silva, said. The investment would be utilised for the dish and set-top boxes which are provided free to the subscribers.

The company announced the launch of its service in Gujarat on Thursday. “One of the reasons for choosing Gujarat as the first launch pad outside of South India was the Gujaratis’ strong affinity for their language and rich culture.” Here, it is targeting the 40 lakh household TV owners having neither cable nor any DTH connection. Another 63 lakh TV owners have these connections, he said.

From its launch in December 2007, Sun Direct has reached 14 lakh subscribers in the four southern States. It also plans to launch high-definition TV channels in the next few months and foray into the North Eastern States, Orissa, Maharashtra, Punjab, Himachal Pradesh, Jammu and Kashmir and West Bengal. The other phase of expansion would target Uttar Pradesh, Madhya Pradesh, Bihar and the rest of the Hindi-speaking belt.

Sun Direct expects to complete its all-India expansion plan within the next 45 days, he added.

Sun Direct is an 80:20 joint venture between the Maran Family and the Astro Group of Malaysia.

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