Indian direct-to-home (DTH) operator Dish TV is launching its new customised regional brand Zing in Odisha, following its initial roll out in West Bengal.
"We are eyeing all the customers who are focused on the regional content. These customers may not be interested in international contents and are happy with the regional contents," said Salil Kapoor, chief operating officer, Dish TV India.
The move comes mid-way through India's mandatory drive to digitise its vast cable TV network.
"There is huge opportunity as the third and fourth phase of digitisation will see roughly 90 million viewers moving from analogue to the digital platform ... the process of which has already started," he added.
Zing offers regional channels as the base package, with subscribers left to choose the other channels they require. For Odisha customers, 13 Odia channels will be available, covering genres such as general entertainment, devotional and news.