Services On Airtel DTH: Indiatimes Shopping, MakeMyTrip, WorldSpace, MapUnity, AskLaila, StarsTell

Internet companies feature prominently on Airtel Digital TV (DTH), and services appears to be a significant differentiator for Airtel. Some of the content and media services on offer:

- iAstro: powered by StarsTell, a services from WorldPhone, a VoIP player which is a part of Times Private Treaties (screencap)
- iCity: has two components. The Maps are powered by MapUnity, and the estimations of traffic are a function of the number of mobile phones on a particular road. The other component is local business information (restaurants) and events, being powered by AskLaila. . Screencaps: Mapunity 1, Mapunity 2 , Asklaila
- iLearn: is being powered by Edurite, and developed by Infosys (screencap)
- iMatinee: powered by BookMyShow, a Web18 site
- iNet: isn’t really Internet access on the mobile, but actually widgets which you can place on your TV screen. Widgets cover sports, news, stocks, a world time clock. The data is refreshed real time. (screencap)
- iShop: powered by Indiatimes
- iTravel: travel packages are powered by MakeMyTrip. You can’t book a ticket, but you can SMS a package to a number, and MMT will call back to close the deal. (screencap)
- Games: provided by NDS. The content will be refreshed on a regular basis.
- Worldspace: 10 Wordspace radio channels are available for free. (screencap)

The deals are essentially on revenue share. As far as the customer is concerned, depending on the package he opts for, he’ll get access to an application.

What’s interesting is that there’s a section called “Airtel Live”, like in case of the mobile WAP deck. Some of the services on offer on Airtel Live are free, while others are paid. As far as services are concerned, Airtel appears to be taking the mobile approach to DTH, where they will provide TV channels, and then bundle in other services that users can subscribe pay for.

More on IPTV and Airtels strategy, and slides from their presentation:

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Live: Airtel Launches DTH Services Targeting 62 Cities

Bharti Airtel has announced the launch of Airtel Digital TV, a DTH service targeting 62 cities, with over 21000 retail outlets. The service is on a I’m at the press conference, where Manoj Kohli, CEO & Jt MD of Bharti Airtel, outlined the companys strategy of switching from a “land-grab”, from having Airtel grab more and more of the customers wallet.

Kohli said that the market is currently at an initial stage - the penetration is just at 3 percent, with just 7 million DTH customers. “We believe that in the gestation period, the other players have spent and educated  the customers, and the time is right for us to take up this 225 million household market. We’re confident of taking up the leadership position in the DTH segment.”

Atul Bindal, President of Telemdia Services for Bharti Airtel:
Digital TV is the third age of television in India - it is a high definition ready, interactive, and this is what is taking the market to the third stage. The customers have evolved to become more price sensitive, and are demanding the best in terms of quality.

Smart-ass retort of the day: following the preview of the TV commercials for Airtel Digital TV,with 9 celebrities signed up, Atul Bindal said that “this is the first time that 9 celebrities are coming to your home.” Immediately, a retort from a photographer right in front - “When?”