The venture is all set to launch its headendin-the-sky (hits) service nxt digital this month. It spends $80 million in the project; plans $20 million spend and focuses on the phase 3 and phase 4 digital addressable systems_markets in line with the national mission on digitisation.
The Hinduja Group announced the launch of its Headend-In-The-Sky (HITS) service NXT Digital and shared details of its offerings to the distribution fraternity in a market of over 110 million analog TV households in India. The roll-out of NXT Digital will be a product that will be primarily targeted at the Last Mile Operators (LMOs) in Phase 3 and 4 of the Digital Addressable Systems (DAS) markets. The group plans to invest $100 million in NXT Digital out of which $80 million has already been invested.
“I am delighted to announce that our HITS initiative NXT Digital will strongly support the laudable national mission to roll out DAS of broadcasting all over India. It will empower, inform and entertain the consumers, besides enabling societal improvement and national economic growth,” said Tony D’Silva, Managing Director, Grant Investrade, the investment arm of Hinduja Ventures. Satellite-based, NXT Digital will have its footprint across India, and will be able to roll out its offerings across the nation. However, in view of the deadline for DAS rollout, Grant Investrade is focusing its awareness and marketing drive in the Phase 3 markets.
With HITS technology, the digitisation and addressability can be achieved throughout the country in one shot that too at an investment far lower than what is required for terrestrial digital headends. The service will offer 500+ MPEG4 channels to LMOs and the equipment is also built keeping in mind the conditions the rural areas. To design and deliver the HITS platform, the company has appointed Castle Media, a leading broadcast consultancy firm.
“The entire technology design philosophy is premised on ensuring the system is future-proofed and more importantly, modular. Considering the needs of last mile owners in the country, the technology facilitates a pay-as-you-grow solution, allowing the LMO to add on services as his business demands it,” says Castle Media’s Vynsley Fernandes.