According to analysts Media Partners Asia, despite the potential in India, growth rates may not match those that have been projected for China, where the Chinese government is committed to upgrading the digital network and offering consumers advanced next generation broadband digital services. In India, the key will be digital cable TV financing over the next few years and improved monetization for DTH operators. DTH currently accounts for some 20 million of India’s 238 million households, and as the fastest-growing sector it has added eight million homes in the past five years, with another 10 million projected for 2010. It is also the sector with the most potential for monetization and increased ARPU, with technology solutions provider NDS currently leading the way in enabling this growth. Indeed, NDS DTH customers, Bharti and Tata, and cable customers, DEN and Hathway, currently have the highest ARPU in India, because they have differentiated their services, offering VAS to subscribers, like DVR/PVR, interactive services and advanced EPG’s. The market-leading supplier of Conditional Access and interactive solutions to pay-TV subscribers in the DTH sector in India, NDS is also the leading provider of these solutions to DTH subscribers in Asia-Pacific. For the six DTH players already in the Indian market, there is additional pressure to match the prices being offered by the cable networks. “In the long run, NDS expects a positive turn around with add-on services being adopted by consumers,” says Sue Taylor, senior vice president and general manager, NDS Asia Pacific. “The growth in DTH subscriptions in Asia has been phenomenal. NDS protects and enhances the viewing experience of nearly half of the DTH subscribers in Asia Pacific.” As of end 2009 MPA forecast 31.9M DTH subscribers in Asia Pacific. At the end of 2009 NDS was providing DTH solutions to over 15M DTH subscribers in Asia-Pacific, a market share of 47 percent. Explains NDS’ Taylor, “India is now the leading player in the Asia-Pacific DTH market. The dramatic growth figures in India are likely to continue. DTH subscribers in India have grown at the fastest pace in Asia – with a huge increase in DTH subscribers since 2003, when DTH was first launched in India. DTH subscriptions in India are projected to grow by 60 percent in this year alone (MPA). NDS is the largest single supplier of DTH solutions to pay-TV platforms in India nearing 7M subscribers (end December 2009).” In Tata Sky and Bharti Airtel, India has two of the most advanced DTH platforms in Asia Pacific, who stand out with their innovative EPG’s and interactive services offering Indian subscribers a world-class viewing experience. August 2009 saw Tata Sky celebrate quite a milestone, reaching four million connections in under three years since launch. The latest one million subscribers were gained in just over seven months. The platform is protected and powered by an end-to-end NDS solutions suite including VideoGuard conditional access system (CAS), MediaHighway middleware, an advanced electronic programme guide (EPG), as well as market-leading XTV technology for Digital Video Recorder (DVR). In addition, the wide range of multi-level interactive games provided by NDS has proven to be popular with subscribers. Commented Vikram Kaushik, MD & CEO, Tata Sky Ltd.,“Tata Sky achieved significant success in reaching four million connections in such a short time, and in a highly competitive market. The end-to-end digital solutions suite from NDS, coupled with our unparalleled customer service and innovative product offerings, have enabled us to provide differentiated applications and a superior viewing experience for our subscribers.” Other recent news from India includes the announcement that Gujarat Telelink Private Ltd (GTPL), an independent cable TV provider in Gujarat, India, is deploying an end-to-end solution from NDS to power and protect its digital services GTPL, the largest MSO in India’s Gujarat region, will deploy NDS VideoGuard conditional access technology, NDS MediaHighway middleware, interactive applications including games and an NDS electronic programme guide (EPG). “With its unique combination of innovative world-class technology, and professional services and support available locally, we look forward to working with NDS to move our business forward and to deliver the industry’s best entertainment, information and other digital services to viewers,” said Anirudhsinh Jadeja, CMD at GTPL. “With NDS as our technology partner, we are confident in our ability to provide a compelling digital TV proposition to our customers.” And leading Indian digital cable TV operator DEN (DEN Networks Limited) launched two innovative services on the NDS MediaHighway platform, an interactive TV micro blogging application, Blog.telly, after the launch of its 24×7 music service in January 2009. Anuj Gandhi, CEO, DEN, said, “The launch of these additional services further improves the entertainment experience for our digital cable viewers in India. This would not be possible without our technology partnership with NDS, which enables us to deliver such advanced services.” On NDS’ vision for the future of the pay-TV industry in India, Taylor says, “India has a strong appetite for new technology and value added services like DVR (digital video recorder) and iTV (interactive-tv) applications. NDS is working with operators in India to examine different business models and we have developed a range of cost-effective solutions designed locally for the Indian mass market while also upgradeable to fully customised advanced solutions.” She continues, “With increased digitization and digital penetration we will see a greater consumer demand for VOD (video on demand), DVR, interactive games and applications, and pay per use services. Also, advertiser’s demand for targeted marketing and advertising will see the growth of advanced advertising solutions that are measurable, addressable and interactive and also open new avenues for revenue generation. As the infrastructure improves, viewers will opt for advanced technologies such as interactive TV, HDTV, mobile services and converged solutions. Our aim is to work with our partners to support the industry as new technologies become a reality.”