DishTV too has joined the race and claims to reach 260 million homes by 2015, from 10 million user base at present, on the back of its value-added services and cheaper subscriber base with better quality services.

"Compared to Rs 272 plus taxes for 60 channels (32 free-to-air and 30 paid channels) that CAS providers have to offer, DishTV would offer 125 channels (93 paid and 32 free to air) for Rs 240 plus taxes," said Jawahar Goel, additional vice chairman of Essel Group of Industries, which owns DishTV.

"Even with CAS providers, one has to get a new set-top box every time one shifts home. Whereas DishTV offers complete mobility as consumers can carry the DishTV anywhere," Goel pointed out.

As far as after-sales is concerned, with CAS operators after-sales services would depend on the cable operators or on the MSOs.  While DishTV claims to offer round the clock service, at one phone call.

"Further, families with more than one television would have to pay uniform multiple subscription depending on the number of sets if they opt for CAS operators. While we charge an initial Rs 3,150 and then Rs 240 subscription fee every month, with 2nd, 3rd and 4th TVs at a monthly subscription of Rs 100 only," Goel added.

Goel said that cable operators and all other direct-to home service providers would have to continuously innovate and upgrade value-added services.