Singapore – Exset has announced in advance of this month’s CommunicAsia that Pakistan’s Cable Media Group (CMG), the largest operator in the country, has selected Exset’s unique DMS technology to power a range of value-add digital cable services. CMG has signed with Exset via Pakistan-based Effective Media Entertainment (Pvt) Limited, which exclusively represents Exset in Pakistan.

CMG is based in Karachi with offices in Lahore, Islamabad, Rawalpindi, Peshawar and Multan. It is expanding across another 40 cities, with its networks then serving all the major conurbations. CMG currently carries around 100 channels with over three million customers.

DMS will play a central role in monetising the cable operator’s move to digital, powering services over and above television. The operator is currently in the test phase, both in terms of technology and precisely which services will initially be launched using DMS. It is using E-TEK set-top boxes for the rollout.

Exset’s DMS makes pay-TV self-financing without depending exclusively on subscriber fees for revenue. DMS bridges the gap between technology and value-add service creation, producing digital television platforms that can be monetised where previously it was virtually impossible. This allows populations to benefit from new information and entertainment services while operators and governments, when partnering with Exset, monetise digital switchover and assist in bringing about social transformation.

Mahmood Ulhaq, Regional Sales Director, says, “CMG is a very important customer for Exset’s DMS given the scale of its operations. It will use DMS for a range of value-add services, including local advertising, information services as well as magazine onscreen pages. Teleshopping is also planned. DMS is providing clear monetisation capabilities while also massively enhancing the subscriber experience.”

CMG’s Numan N Ahmed, said, “We’re very pleased to be partnering with Exset in the launch of digital cable services in Pakistan. Using DMS as part of the launch makes sense to us as it allows us to obtain new revenue streams through advertising and other value-add services. This means our ARPU – average revenue per subscriber – will be higher that it would otherwise have been. We realise that Pakistani customers have raised expectations as they are now exposed to international lifestyles and standards: they have been looking forward to a technological change that enhances their TV experience. Exset and CMG are committed to the Pakistan market and are working together to bring about this much-needed change.”