Going with BSNL has its share of handicaps. Chief among them is having to forego the prime markets of Mumbai and Delhi as they fall within the operating zone of MTNL, but Rohit Joshi, marketing and sales head for DMCL, found that the staff at BSNL went out of its way to usher in the service, collocating Zee’s content server at BSNL’s regional cellular node in Chandigarh.

BSNL staff also accompanied Zee to high-footfall areas of the city, which yielded 13,000 qualified enquiries in a week’s time, of which 1,700 are now registered paying customers. Joshi reports that only ten registrants actually dropped out.

At launch, Das points out, ISee was only 30% ready with handset compatibility, now it works on 90% of the current models, including Windows-based handsets.

 Zee will also introduce free sampling as well as ‘snackable’ daily rates of Rs. 10, ideal for cricket fans who have the urge to follow an ODI while at work. Currently, Hindi and Punjabi channels are available, but Gujarati, Bengali, Telugu and Marathi will also be plied to subscribers.

Says Das, “While the mobile is perceived as a personal medium, in India, a lakh can translate to 5 lakhs as mobiles are often shared around a household.”

At flat rates of Rs. 99 per month, which have to be shared with BSNL, how soon does Zee expect a return on investment? “At this stage of the game, we are aiming for top-of-the-mind awareness in the minds of mobile consumers,” says Joshi. “The end game is to capture the lead in content for DVB and 3G mobile.”

What You See on ISee

Digital Media Convergence Ltd. (DMCL), a bouquet of internet and mobile channels launched in March 2006, signalled the broadcaster’s foray into digital content and new media.

Mobile TV has emerged as one of DMCL’s top properties. ISee has already captured the interest of over a thousand young Chandigarhis hooked on Saat Phere and Kasam Se.

Sports and News are offered live. Popular soaps including Dulhann and Betiyaan, abridged to episodes of 3 minutes duration are proving most popular as fans need not have to miss out on a single day of drama when a television set is not in sight. Three channels are dedicated to a combination of breezy Bollywood and celebrity news, fashion trends, lifestyle tips and news snacks.

In addition, ISee capitalises on its popular vintage programmes such as Johnny Ala Re, Shabhash India, Good Health Show and Rishtey, which are offered on a 20-minute long looped channel.