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Dish TV Net Loss Up 36% QoQ; New Logo & Tagline, ARPU Down

Updated with graphs from a company presentation On its way to profitability, Essel Group owned DTH company Dish TV lost momentum and yielded to rising expenditure in the quarter ended December 2009 with net losses soaring 35.8 percent sequentially after shrinking in the previous three quarters - March 09, June 09 and September 09. Losses are still 35 percent lower year on year at Rs. 762.17 million. Details: Release | Financials According to an investor presentation by the company, its EBITDA has fallen sequentially. New Logo & Tag Line In November, Dish TV sold 11% stake to PE firm Apollo Management and raised $100 million for the sole purpose of acquiring new subscribers and driving up its userbase. How? Through advertisements featuring its brand ambassador Shah Rukh Khan, promotions and new marketing tactics such as its new tag line and logo (see above): From "Thoda aur wish karo, Dish karo", the new jingle for the DTH service is now "Ghar Aayi Zindagi" - is it a counter to the series of new ads by arch rival Tata Sky featuring Aamir Khan at home, talking about daily routines? Adds 0.55M Users; Average Subscriber Acquisition Cost Falls The December quarter is generally the busiest for DTH, as well as other consumer electronics companies, as it is the festive (read 'shopping') season. In fact, the reason given by the company on the previous quarter's (September 2009) lowered additions was that it was a "pre-season readiness effort" - a sort of lull before the…

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