New Delhi – Bharti Airtel has launched its Direct to Home Service, Airtel Digital TV, looking to leverage the telco giant’s 80 million subscriber base and brand name. New service is the sixth to launch in a market where DTH penetration is currently only around 3 percent of 225 million households. Airtel Digital TV will offer a total of 175 channels across 62 cities, The service comes at an entry cost of Rs 2,499 in north India, while price is lower in southern India where Sun Direct currently dominates. Manoj Kohli, CEO and joint managing director, Bharti Airtel told reporters that market research shows there is lower churn and higher customer retention when consumers are offered more than two to three products under the same brand. Airtel showcases its HD capability, its MPEG4 standard with DVB S2 technology, account balance indicator, 10 World Space channels and multiple packages of television content designed to cater to genre (such as sports) and language affinity.