Direct-To-Home or DTH segment is getting popular. Reliance and Bharti are interested and now Sun Network has entered the segment.

India's second largest media network has entered the DTH space. The Sun Group offers DTH services at just Rs 75 a month, besides a Rs 1,000 installation fee. That's because it's up against some serious competition 

Vikram Kaushik, MD, Tata Sky said, “The south of India accounts for 40% of the pay-TV market in India, but we have also sold in other parts of the country where people are price conscious and want regional content and we have been very successful in those markets.”

The two big players offering DTH services are Tata Sky and Essel Group's Dish TV. Besides companies like Reliance, Bharti Airtel and Videocon are waiting in the wings.

Industry estimates show DTH is expected to have about 15 million subscribers by 2011 and the market is expected to grow from USD 1.5 to 3.5 billion.

Although Sun's DTH scheme seems attractive, it has not pleased everybody. For one, it offers mainly regional channels. For another, cable operators in the state seem to be miffed because they fear Sun might convert customers to DTH. Sources say Sun might even wind up its own cable network, SCV, once its DTH service gains ground

The Sun group seems to be a step ahead of its competitors. While the state government plans to start its own cable operation, Sun has launched DTH, which is expected to be a big revolution in the pay-TV league.