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The Answer Lies in Value-added Services

Published by Rashmi | January 16th 2010 | Views:

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In the recent years, there has been massive proliferation of new cable technologies such as digital cable, DTH and even IPTV. TV consumers never had it better. Most importantly, the quality of signal is significantly better than what analogue cable could ever offer.

This has been made possible with various cutting-edge technologies that have been deployed across the various platforms. Out of all the options, probably digital cable has made the highest penetration in the market due to low entry cost.

However most cable television distributors do not focus on value-addition and are rather putting most of their resources on improving the quality of programming. Market research, on the other hand, shows that TV consumers are also sensitive to value-added services once the basic quality criteria are met.

The market has witnessed a high degree of innovation in the context of value-added services, a trend that it not only witnessed in DTH but also in cable television services. Let’s see what are the various ways in which cable television providers can enhance the value of their offering:

Electronic Programming Guide (EPG): Although most cable companies today offer the facility of EPG to customer, however, it is the quality and functionality that makes the difference. There are many concepts that go into the making of EPGs that are not only visually appealing, but also provide added convenience and versatility to customers.

Web Access: The current technology allows for seamless integration of broadband and cable TV. With this perspective, many cable companies are offering web access to their consumers. This facility brings in added convenience to the customer since only one cable brings in both the services to the premises. Companies can also pass on the benefit of attractive bundle price packages to customers.

On Demand Content: Due to time constraints, customers want entertainment in their preferred time and they do not mind paying extra for the same. There is virtually no limit to the variety of content that can be provided on-demand, although movies and music are the most common on-demand offerings.


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