While the DTH (Direct-To-Home) players such as DD Direct Plus, Tata Sky, Dish TV, Sun and recently launched Big TV are going with same business plans, the Sterling Group, headed by C Sivsankar, is preparing itself to present the same platform in a different format with innovative contents.

According to top industry sources, the company is moving fast to launch DTH services by June next year under a new business scheme – ETH or Education-To-Home.

“In an attempt to differentiate its services, the company is setting itself as a platform with a focus on educational content and that is why it is Education -To-Home”, sources said.

“The application for beaming licence is pending with the ministry of Information & Broadcasting, but talks are on with some financial institutions, vendors and technology partners. The company is expecting to close all its agreements as soon as it has its letter of intent (LoI) from the ministry.”

The group already has a contract with Indian Space Research Organisation (ISRO) and has been promised six transponders on the INSAT-4G satellite.

Sources, however, also said an interim accommodation could be organised before the deals if ETH Air TV gets ready with its infrastructure. In digital format, DTH platform has space to carry more channels and ETH Air TV can fulfill the gap since they are willing to pay carriage fees or placement charges to reach to the consumers.

It will also be tapping into regional markets with more local and city-centric contents focusing on coaching classes or professional courses. When general entertainment channels (GECs) are ruling the charts, Sterling Group’s ETH concept is proving to be a bold step to capture the small screen market.