Sun Direct kicks off HDTV service

DTH broadcast major, Sun Direct, on Wednesday introduced high-definition services to India, promising a new viewing experience. The HDTV technology, considered one of the world’s best digital broadcast platforms, will improve viewer experience by about five times over regular TV, thanks to the higher resolution than the traditional platform, company officials said here at the launch. Sun Direct COO Tony D’Silva said the broadcaster, a 80:20 JV between the Maran family and Malaysia’s Astro Group, had crossed the 3-million active subscriber base mark in March 2009 to touch the 3.1 million figure. “This achievement qualifies us to be the No. 2 DTH service provider (in India). In the coming fiscal, we look to occupy the pole position,’’ D’Silva said.Targeted initially at a niche set of TV viewers, Sun Direct’s HD services will begin with two channels—one each for Tamil movies and Telugu movies—at a cost of Rs 10,000 per subscription, before the company’s plans of eight channels are put in place. It has entered into an arrangement with Korean chaebol Samsung to supply the set-top-boxes required for the HD services.