Dish TV, India’s No. 1 direct-to-home company and part of the biggest media conglomerate, Zee group, will launch a new interactive service on its platform called “Shaadi Active” in collaboration with the world’s largest matrimonial service provider, Shaadi.com. The initiative is yet another move from the market leader to ensure wholesome entertainment by understanding the specific needs of its vast subscriber base of 3.5 m, spread across the length and breadth of the country.

Through dishtv’s ‘Shaadi Active’ service, marriage prospects and their parents will be able to search for eligible bride / groom of their choice from amongst millions of profiles listed on Shaadi.com. Subscribers can define the parameters of selection and search by the criteria of age, community, caste, profession etc. Based on these criteria, Shaadi.com profiles will be displayed on the TV screen and the subscriber can then choose the profile of his choice and contact him / her. To ensure novelty, every single day, the profiles will be refreshed on a daily basis.

With innovative services such as this, dishtv now ventures into the Life Services space taking TV viewing to a whole new level of viewer engagement. TV viewing will no longer remain about passive entertainment, but will go far beyond that, entering into arenas that allow information exchange and data access on the hitherto idiot box, now turning smart for dishtv viewers.

Speaking on the occasion, Vinay Agarwal, CEO, dishtv said, “Dishtv already provides 205 channels and services to its discerning subscriber base. Going forward our emphasis would be entering into new arenas where subscribers will enjoy completely new genres beyond the realm of entertainment through the dishtv interaction experience. Yet another first from the leader, dishtv Matrimony service will be first of its kind in the entire world, uniquely poised to connect with the Indian audiences, given our societal context.”

Talking about the new initiative, Vibhas Mehta, Business Head – Shaadi.com said, “Through this tie-up we are delighted to extend our superior matchmaking experience to dishtv subscribers. Shaadi.com has the widest profile base of over 10 million members and more than a million matches to our credit. With the launch of Shaadi Active, our services will now reach a wider user base through dishtv, without any need to log on to the Internet.”

Some say marriages are made in heaven…with this tie-up between dishtv and Shaadi.com, marriages will now be made through the dishtv screen.

The service is currently under testing and will be launched shortly!

Source: Moneycontrol.com