'What's On India' Channel Live on Dish TV

What's On India Media Private Limited, which recently launched the country's first and only Consumer TV Guidance channel "WHAT'S ON INDIA", is now available on Dish TV on channel 1000. The channel aids TV viewers by informing and recommending a wide variety of program choices across multiple TV channels round-the clock. Moreover it also helps viewers to discover the choicest content hidden in the huge clutter of TV channels.

Commenting on the association, Salil Kapoor, CEO, Dish TV, says, "Consumer TV Guidance has become a necessity with the number of channels and programs available today. We are delighted to have WHAT'S ON INDIA available for Dish TV subscribers. We believe this initiative offers a unique method of TV guidance and convenience in program selection to our viewers and is a value addition for a lot of them who have been waiting for such unique content to be made available to them."

Internationally, viewers use the TV Guide channel to plan their forward appointments with their TV sets. Apart from the information on the NOW/ NEXT programmes, they watch promos of upcoming/new programs, behind-the-scenes, interviews and peek into the twists and turns of ongoing shows. The channel clearly plays cupid between the "right' eyeballs and the "right' content.

Explaining the aim of this alliance, Atul Phadnis, Founder & CEO, WHAT'S ON INDIA, says, "When we started out, our vision was to guide TV viewers in their personalized search for TV content. In this journey, we have experienced an overwhelming demand for a TV Guidance Channel. We are pleased to be available on the DISH TV platform. The WHAT'S-ON-INDIA channel will enable discovery of new content to millions of DISH TV viewers round-the-clock."

The key insight guiding both What's on India and operators such as Dish TV is that 70% of the times, viewers switch on their TVs without knowing exactly what to watch. In these 70% of unplanned TV sessions, millions of viewers are in a search-&-find mode in a bid to find interesting programs to watch. This need is addressed by channels like What's On India, which are constantly presenting viewers with information and recommendations of what TV programs to watch and where to find them.

With this the channel is heading towards its plan to reach 20 million homes by the first quarter of 2010.