World Cup boosts TV sales

Newly launched satellite service Dialog TV has seen a 50 percent jump in sales due to focused promotions targeting the World Cup.

By Duruthu Edirimuni

The upcoming cricket World Cup has proven to be a money spinner for firms selling consumer durables like TVs and satellite connection suppliers.

Newly launched satellite service Dialog TV has seen a 50 percent jump in sales due to focused promotions targeting the World Cup.

Nushad Perera, General Manager Sales and Marketing of Dialog Telekom said the company is aggressive on marketing campaigns with the cricket fever build up.

He said prior to Dialog taking over the company (earlier CBN Sat) it had only 10,000 subscribers, but in the last two months Dialog TV has added 6,000 more to the customer base.

“More than half of our growth is due to the World Cup, because the normal terrestrial channels only telecast five balls per over at most, due to advertisements or crawlers appearing on the television screen, but Dialog TV has a direct feed from the ground without any such advertisements except when the teams stop for tea or lunch and our customers are aware of this,” he explained.

Singer Sri Lanka with its 37 percent market share of television sets too is cashing in on the World Cup. “Our sales are expected to increase by about 20 percent during this period,” M. H. M. Fairooz, Brand Group Manager, Singer Sri Lanka said.

Phillips has a similar promotion with a target of 30 percent sales growth, according to industry sources.

Abans is offering a free Dialog TV connection with every plasma television bought.