The campaign - 'Get the big world of entertainment' - will be launched this week and run (both in print and air) for 20 days. This would mean an average spend of Rs 1.5 crore per day, sources close to the development said.

The new campaign is aimed at mobilising demand from the Tier-II and Tier-II cities. The direct-to-home service provider has a subscriber base of 1.3 million, even as incremental additions are coming from these cities.

The initial focus of the media spend will be on print and radio. The campaign has been designed by Mudra Communications.

The company is also slashing the subscription rates of some of its packages such as Smart 2490. A BIG TV spokesperson declined to comment.

BIG TV is also launching three interactive services - iNews (news), iCooking (cuisine) and iAstro (astrology). For iNews, an interactive platform for news, the DTH operator has tied up with CNN-IBN.