Hong Kong – Asia Satellite Telecommunications Company Limited (AsiaSat) and the Essel Group, encompassing broadcasting (Zee TV), DTH (Dish TV) and cable networking (WWIL) operations announced the signing of an agreement for the use of multiple C-band transponders on AsiaSat 4 for a new digital Headend-in-the-Sky (HITS) delivery platform to distribute pay TV signals to all cable operators, serving millions of cable homes throughout India. Through this platform on AsiaSat 4, cable operators can receive up to 150 digital television channels which will give a great impetus to the digitalisation of the cable networks in India. Headend-in-the-Sky (HITS) is a delivery model that allows cable operators to sell a readily encrypted high quality digital package of channels received from a single satellite to their subscribers. WWIL plans to convert its existing analogue cable service to those using HITS service distribution in all the existing cities and targeted new cities across India. And BIG Broadcasting from Reliance Anil Dhirubhai Ambani Group, has joined broadcast satellite AsiaSat 3S for its bouquet of television channels. An agreement has been signed for one C-band transponder on AsiaSat 3S. In an effort to boost and strengthen the Group’s presence in the media and entertainment space, Reliance Anil Dhirubhai Ambani Group is making its foray into India’s broadcast sector by using the entire C-band transponder to broadcast its bouquet of channels. Services will include general entertainment channels, movie channels, and music channels across languages and a host of other differentiated offerings.