Reliance Communications’ (RCom) DTH services arm, BIG TV is set to enter its next phase of growth. The company has undergone organizational restructuring of its Sales Operations to divide it into two, Retail and Institutional.

The retail division will focus on sales through the nationwide retail network including channel partners.

The Institutional division will focus on high-ticket Multi-Dwelling Units (MDU) deals. The company is attaching special focus to this division as it expects a market share of 40% in this segment within the first year of operations.

To tap the MDU segment, the company has tied up with developers such as Kalpataru, Super Tech Limited, Arihant Builders, PACI Builders, Krishna Apara Group, Elysium Builders, Agrasen Builders, Janapriya Engg Syndicate and Diamond Group etc. with the total size of the deal pegged to be approx worth Rs 20 Crores.

“The MDU strategy will be an integral part of RBTV’s focus to achieve leadership position in the Indian DTH sector. The MDU is a customized DTH solution targeted to tap various sections of Societies, Commercial complexes, New Township etc where a single dish antenna can provide the DTH connection to multiple households. This circumvents the need for installing individual dish antennas for every household connection. Such MDU agreements are expected to contribute nearly 15% of its volumes in the Circle,” explains Ashutosh Srivastava, Senior Vice President, Sales– Reliance BIG TV DTH.

BIG TV has set up a dedicated pan-India network of 1,000 Direct Sales Agents (DSAs) as well as 500 member installation team to handle MDU business.

It claims to have already installed MDUs at over 1500 locations and close to 5000 locations are in the process.