NXT Digital gains impressive foothold in just 3 weeks

10 Aug,2015

By A Correspondent


Three weeks back, in mid-July, the Hinduja Group had announced the launch of Headend In The Sky (HITS) service, called NXL Digital, which has been built as per cable fraternity needs, to help the cable distribution fraternity make a smooth transition from analog to digital as Digital Addressable Services (DAS) roll out in Phase 3 and 4 markets. In the brief period since, NXL Digital has already signed up a large number of subscribers.


Tony D’Silva, MD – Grant Investrade Limited, announced, “In just over three weeks since NXL Digital was announced, it has already been signed up to reach 1  million analog TV households in Phase 3 markets through LMOs and MSOs who have opted for its services. In the past 21 days, we have reached out to the cable fraternity across several cities, and I am delighted to share that they are extremely excited about NXL Digital.”


Adding further, he said, “The LMOs and MSOs see it as a partner that will not only help them make the mandated transition from analog to digital, but remain independent and owners of the networks they have built with sheer dint of hard work over the years.”


The roll-out of Digital Addressable Systems in Phase 3 and 4 markets across 110 million TV households is being seen as the biggest and the most significant step for the Media and Entertainment industry in India, and in the scenario, NXL Digital, from Grant Investrade Limited, a subsidiary of Hinduja Ventures Limited, will empower the cable distribution fraternity  working with an estimated 110 million* analogue TV households in the market to help them make the transition to digital by end-2016.


The Hinduja Group has made significant investments in the NXL Digital platform: a state-of-the-art broadcast facility in Noida has been designed and purpose-built to provide top quality service, which will roll out in end-August this year. While the satellite-based service will have a national footprint, in view of the deadline for DAS rollout, Grant Investrade Limited is concentrating on the Phase 3 and Phase 4 markets for its marketing and subscription drive to enable the cable fraternity provide digital services there.


D’Silva said, “NXL Digital will empower and enable the distribution fraternity including Last Mile Owners (LMOs) and MSOs to offer a world of exciting Digital services to their end-subscribers in all the analog households across markets. Crucially, NXL Digital will not only help the LMOs and MSOs go digital as per government mandated standards and within the set deadlines, but, throughout the process, help them be independent and retain the ownership of their network.”


This has been made possible because when work first began on finalizing the NXL Digital offerings, the company undertook in-depth research to find out the requirements of the distribution fraternity. It reached out to over 2000 LMOs, MSOs and their representatives across 120 cities in Phase 3 and 4 markets, and asked each, separately and in person, what they wished they could be able to do with their businesses when it was time to offer television broadcasting – along with other value-added services — through encrypted digitally addressable systems.


“The research threw up six major requirements of the LMOs and MSOs,” D’Silva said, counting them out. “They wanted to retain ownership of their network; drive broadcaster deals; package and price their offerings according to the needs of their market; they wanted the facility to acquire Set Top Boxes (STBs) according to their convenience; the ability to insert local channels for their end-subscribers, and a sophisticated digital service that could help them compete with other digital platforms like DTH to ensure their digital offerings were future-ready so that their subscriber-bases would only grow.


By signing up for a NXL Digital service, a network owner in a Phase 3 market can be saved the burden of having to make huge investments in the technology and highly skilled manpower required to convert his analog households to digital.


A NXL Digital headend will help them provide 500+ MPEG-4 encrypted services including HD channels with the ability to insert local channels as per requirement, robust SD and HD STBs with PVR functionality, world-class conditional access and subscriber management systems, a 24×7 call centre in multiple languages for customer support, a user-friendly operator terminal and the ability to provide VAS, OTT and other add-on digital services as and when rolled out.


The NXL Digital service will provide Television channels to cable operators through a satellite instead of the traditional cable television headend where multitudes of satellite dishes and antennas are used to grab cable stations from dozens of communication satellites. The low comparative capital investment is expected to be the biggest draw for the network owner, apart from the additional revenue opportunity through VAS services – something which is not possible with DTH. Hence the network owner will no longer have to worry about high investment costs to provide Digitized cable TV services.


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