Mirc Electronics, manufacturers of Onida colour televisions is planning to take advantage of the rising demand for direct-to-home satellite television connections.
With the Central Government making it mandatory for consumers to switch to CAS in select parts of major metros, Onida is planning to launch LCD televisions that have an embedded technology to encrypt digital signals.
Gulu Mirchandani, chairman and managing director, Mirc Electronics, told Business Standard, "The durable industry is witnessing a trend towards high-end products like LCDs, personal video recorders and DTH services. The company will incorporate these facilities in the televisions, which are expected to be out within this year."
The LCD television market, which sold 1.5 lakh units last year, is expected to touch 3 lakh units this year. Increasing disposable income, urge for advanced technology and the 15-20 per cent drop in prices saw an increasing demand for LCD televisions in the market.
With the implementation of the conditional access system, consumers have to opt for set top boxes or a direct-to-home service that have to be operated through multiple remote controls. Instead Mirc Electronics would be launching LCDs incorporated with additional value facilities like DTH and personal video recorder, thus eliminating the need to have an additional device.
According to industry sources the company might enter into a tie-up with existing players. Service providers like Tata Sky refused to comment.
Earlier, Mirc Electronics has entered into a venture with Prasar Bharati to promote DD Direct Plus services through Igo, its television brand for the rural markets. DD Direct Plus boasts of over 2.3 million subscribers as opposed to 2 million subscribers for Dish TV and 0.5 million subscribers for Tata Sky.
At present, DTH players provide promotional offers with the purchase of colour televisions. A direct-to-home service provider said, "Consumers prefer a separate television and a box at present. But future decisions will depend on the customer and market requirement. Currently, the feedback indicates that instead of buying new television consumers prefer a DTH service. But they subscribe to DTH service while buying a new television."