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Wednesday, August 25, 1999

Nila TV goes off air to digitise 

Nitya Varadarajan  
Chennai, Aug 24: Satellite channel Nila TV has suspended operations for the past few days and is likely to remain closed for at least another week. The reason, according to Nila TV officials, is that the channel is going digital and is slated for a re-launch subsequently.

So far, the channel has been operating on the beta mode. Other channels such as Vijay, Jaya, Raj went digital a month ago.

The lack of digitisation had caused problems in the audio front, which did not synchronise well within the tuning frequencies of cable operators. Cable operators wanted to relegate Nila to the hyperband frequency on account of the poor audio quality, instead of the prime band the company wanted. "If we get tuned to hyperband frequency many viewers with black and white TVs will not be able to watch us," officials said.

The channel, according to officials, has got credibility among the masses on account of the popularity of its anchor person cum-managing director Rabi Bernard.

Officials feel that the future of itscurrent affairs programmes, a hit with most viewers, would be jeopardised on account of inaccessibility if the channel gets tuned on hyperband. This would also rebound on advertisement revenue. The channel had done very well on advertisement revenue, earning Rs 45 lakh in the first month of operations.

While revenue is bound to be affected for the period of closure, officials feel that by not digitising, rates for a 10-second slot would fall steeply from the current Rs 5,000 to Rs 800, a sure recipe for disaster for the fledgling channel.

For hardware, Nila TV has an agreement with Singapore Telecom whose system is more suited for digitised transmission, but also largely responsible for the poor audio quality. The company had to rework its contract with Singapore Telecom to get digitised by paying upfront an undisclosed amount, which has led to the temporary suspension of operations.

Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.


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