Direct-to-home is simply high definition digital TV at our door step. Why most of us never heard of it? Because PEMRA didn’t think it was right time to auction out licenses of a technology that is being used by millions of users in the region. DTH would mean high quality international entertainment channels at our doorstep. Now if we look at the possible DTH deployment in Pakistan picture looks pretty dark. Local cable providers not only provide low quality cable services which is unreliable, makes no use of superior display of our TVs and worst not regulated at all. This behavior not only deprived the television watchers of our country but wasted what could have been a great investment niche. Oh yes it’s about foreign and domestic investors too, kind of helps the economy IF they are making money which in this case doesn’t look very probable
First Mover Advantage
Remember when the first KFC or McDonalds opened up how people stayed in queues for hours to get a whiff of their tasty products and now we raise our eyebrow sarcastically when we see the new fast-food opening up near us. Well it was the first mover advantage that excites the customers and gets them around to buy the product. Pakistani markets are flooded with Indian DHT products like SKY ruining its novelty for the consumers so DHT investors won’t be selling anything new
But I Got Better Options
PTCL Smart TV over the internet, IP TV already offer a fulfilling and low cost alternate to DTH and in the absence of DHT providers they have become a part of routine for most TV users. High speed fibrotic & 3G/LTE internet has made world class Apple TV & Netflix launch service in Pakistan, making TV mobile making DTH a very expensive and low tech option. Consumers need reasons to switch, and thanks to media they are getting more and more aware of what’s best for their pockets and easily available on the move. I don’t see a lot a reasons to switch from PTCL SMART TV with 80 channels and customizable features in very decent price especially when I have a Netflix account too, sorry DHT
The Ship Has Already Sailed
For any technology investor to avail max possible profitability requires a launch date which fits the timeline and has a few years of profitability till the next big thing. When a technology is being introduced in market all the new tech toys come equipped to avail it. We have SMART TV and high definition TVs capable of using all advanced options for years. PEMRA has delayed DTH to death & it’s out of it’s timeline making it impossible for any investor to earn back from their investments. We can see the plight of telecom companies in Pakistan who spent millions in licensing and infrastructure of 3G and 4G was launched shortly killing any possibility or any return of investment on 3G,
In conclusion we can easily see that PEMRA delayed DTH to death simply. The technology that was right for its own time is now a thing of past and consumers have better and cheaper options. Any investor introducing DTH will not be offering anything new or of value to customers. For Pakistani TV viewers there is no appeal in DTH and not many reasons to swath to it either. Globally DTH has already hit event horizon and is now declining revenue wise, companies in DTH business are now looking to adopt the new technology. To top it up PEMRA has announced the auction date on 31st October 2016 and it will take another year before it’s commercially deployed. Yet another tale of dismay as this opportunity to earn for investors and government sinks into the abyss of red tape culture.