TV makers, DTH operators look to cash in on ICC World Cup

NEW DELHI, Feb 8: With the cricket World Cup round the corner, TV makers and DTH operators are intensifying efforts to woo customers offering freebies to push sales during the one-and-a-half-month long competition.

Japanese electronics major Panasonic and South Korean giant LG are confident of doing good business, so also are direct-to-home operators Dish TV and TataSky, during the World Cup to be played between February 14 and March 29.

“Owing to consumers’ enthusiasm for the game and positive sentiment amongst the consumers, we expect a strong growth in this segment. We expect to meet 25 to 30 per cent of our total target sales for Viera during this period,” Panasonic India & South Asia Managing Director Manish Sharma told PTI.

LG Electronics, which is one of the longest standing global partners of ICC, has come out with offers such as free audio products, scratch cards, cash back, financing offers and complementary swivel wall brackets.

“Cricket season is an important opportunity for LG to connect with our consumers directly and in-directly. We try to provide them with offers that will be of good investment value for them,” LG India Business Head, Home Entertainment Sanjay Chitkara said.

He added that LG is targeting an aggressive growth plan this year, specially for high end Ultra HD and OLED TV range.

Besides, both LG and Panasonic are also eyeing replacement

market, from old CRTV to panel.

“We are bullish on the replacement market and expect it to

grow by 12 to 15 per cent, in the 24-inch to 32-inch segment and Panasonic aims to grow by 25 per cent in this segment during the cricket season,” said Sharma.

LG, which is also an on-ground partner has gone on a five city trophy tour and signature bat campaign to promote its TVs.

“We will be actively present on all mediums-on-ground activations, digital platform, radio and TV to take complete mileage. There shall be extensive TVC and Print campaigns rolled out to highlight the benefit of LG TV range to customers, along with the attractive offers that are being launched,” said Chitkara.

DTH Operators Dish TV and TataSky have also rolled out special schemes ahead of the cricketing extravaganza.

“Large televised events like ICC Cricket World Cup have always resulted in a significant spike in new acquisitions. This season we have a significant advantage from our competition by providing maximum HD and sports channels in the country,” Dish TV COO Salil Kapoor claimed.

He further said: “The marketing activities are planned to promote High Definition edge that we have as a brand. It is a cricket plus approach as there is someone for everyone to enjoy in High Definition”.

Meanwhile, TataSky is using the cricket World Cup as an opportunity to push sales of its newly launched 4K set-top box (STB), which offers better picture clarity. (AGENCIES)


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