DishHome can target several areas for further business expansion

Since its inception in 2010, Dish Media Network Limited (DishHome) has set industry standards in the TV broadcast business in Nepal as the only DTH services provider. Over the last few years, the company has ventured into internet and IPTV services that have received a warm welcome from customers.

Sanjay Rajbhandary, Deputy General Manager of Dish Media Network Limited, says the company will step into new areas of business in the future after making careful market assessments while expanding and bolstering the current services. In a conversation with the HRM, he talked about the factors behind DishHome’s success as a DTH brand, its foray into new areas, the expansion of services, and how the company is utilizing digital marketing to reach out to customers. Excerpts:

Q: DishHome has been the top DTH company since its inception in 2010. What factors have helped in DishHome’s success as a DTH brand in Nepal?
A: DishHome’s success as a DTH brand in Nepal can be attributed to several key factors. It is the only DTH service provider in the country with high-quality service, has products that are favorable to Nepal’s geographic condition, competitive pricing, and an exclusive and wide variety of content. We have wide coverage all across the country and ensure robust 24/7 customer support. DishHome’s effective sales and marketing strategy has also played a key role in the company’s success.

Q: DishHome ventured into internet services with the launch of DishHome Fibernet in August 2020 amid the surging Covid-19 pandemic. How have been these three years for the company as an internet services provider? What major achievements do you like to highlight?
A: Amid the Covid-19 pandemic, DishHome Fibernet, the internet services of DishHome, faced unique challenges and opportunities in Nepal’s evolving internet services landscape. The pandemic caused an increase in demand for high-speed internet. Most of the workplaces, schools, and colleges were online during this period. The competition was tough in the market, but DishHome Fibernet managed to expand its customer base faster than other brands.

During the pandemic, we expanded our infrastructures and services all across Nepal and we continued to work hard on delivering high-quality service and customer experience.

Q: In the current fiscal year, DishHome’s internet business has grown remarkably. As DishHome goes for DH Fibernet service expansion, how important will be internet service for the overall business of the company? How are you expanding the new services across the country?
Internet has become an integral part of modern life with increasing demand for high-speed internet connectivity for remote work, online learning, entertainment, e-commerce, and other digital services. With more people relying on the internet for many aspects of their daily lives, DishHome’s reliable, high-quality internet service can be a key factor in customer retention and acquisition.

Expanding internet service offerings will bring new revenue streams for DishHome, diversify its business portfolio, and potentially increase its market share in Nepal’s highly competitive telecommunications industry. Providing reliable, high-speed internet service allows DishHome to attract and retain customers, strengthen customer loyalty, and build a strong brand image as a reliable internet service provider.

We are continuously expanding our internet service across the country depending on market demand and our business strategy.

Q: As a multi-platform television distribution company, DishHome was earlier focused on DTH services. Now, it has internet as well as Video on Demand (VoD) service as well. What are the new areas of business the company is targeting to grow further?
A:  DishHome can target several areas for further business expansion, including value-added services, smart home solutions, cloud services, e-commerce, advertising and sponsorship, internet-of-things (IoT) services and corporate solutions. However, careful market assessment, feasibility analysis, and strategic planning will be crucial for successful expansion and growth in the new business areas.

Q: As ISPs are also focused on IPTV, how will be the business of a multi-platform television distribution company in the country in the future?
A: The future of the multi-platform TV distribution company’s business may be shaped by several factors including changing consumer preferences, technological advances, market competition, diversification of revenue streams and regulatory changes.
So adapting to evolving market dynamics and leveraging technological advancement beyond the traditional models will be key strategies for success in the future.

Q: Digital marketing seems to have overtaken traditional marketing and promotion over the past three years in Nepal. How is DishHome utilizing digital means to reach out to customers across the country?
A: Digital marketing has emerged as a powerful and cost-effective tool for businesses to efficiently reach their target audiences. As a business, it is now imperative for us to establish a strong online presence. We are currently utilizing several digital marketing channels, including social media platforms such as Facebook, Instagram, Twitter, TikTok, YouTube and Google Display Network for search ads, banner ads, and video ads.

These platforms have allowed us to engage with customers, raise brand awareness, generate leads, and drive traffic to our websites. Google Ads has been instrumental in improving our website’s search engine ranking, making it easier for potential customers to discover us online. Our social media promotions have not only created brand awareness but also resulted in revenue generation through sales conversions.

During our recent POD launch, we leveraged social media to create pre-launch hype for a week, using static images and videos targeted specifically to the relevant areas. This strategy helped us connect with potential customers and generated positive results. Even after the launch, we continue to aggressively promote our offers and schemes, and we have been seeing promising outcomes.

In summary, digital marketing is a vital and highly effective tool for DishHome. It is essential in today’s world as it enables us to reach our target audience, build brand awareness, and drive sales through various online channels.