Same goes for DTH ads that purpotedly claim to have better quality. I think Airtel has Saif watching a football game - half the screen is blurred to represent regular cable and other is bright to represent Airtel signal!! I feel insulted watching these ads. The BIG TV ad is much better. A wife is talking about the husband's excitement at purchasing an LCD TV followed by his disappointment when he saw much better picture quality at his friend's place. Apparently, BIG TV makes the difference, but in doing so the message conveyed is also that you only need such a connection if you have an LCD TV. Chances are, if you have an LCD TV, you are on DTH already and the switching costs are not negligible.
Sun DTH has found the right formula in my mind - the price. When one has to switch from a Rs. 300/mo cable connection, the biggest resistance is in the cost. Yes, there is a segment that wouldnt mind paying a premium for better quality, but I doubt if there is such a perceptible difference between the providers there. Tata is even smarter. They only advertise Tata SKY+ which is the premium offering that comes with a DVR. The ads are exciting but most people would balk at the high price. Oh no problem, sir, we have a cheaper option without the DVR. Bingo!
