The competition in the DTH space is set to increase further with players now looking at residential societies and apartments to add subscribers in volumes by offering Multi Dwelling Units (MDUs) that will benefit both parties.

"Its easier to wire buildings at construction stages. So, we are talking to real estate developers for partnership. It gives them a chance to offer the DTH connection as an added advantage," Dish TV Chief Operating Officer Salil Kapoor told PTI.

The MDU solution has a single dish antenna, erected for the building, and it caters to all the flats through multi switches and amplifiers.

"MDUs offer a perfect solution to customers who are not too keen to have too many dish antennas peeking out of balconies. And it gives us the opportunity to serve a larger number of customers as well," Kapoor said.

However, each television set will require the set top box (STB) to be bought by the user and provide access to content that they would like to see and not a bulk package for the entire building.

Such a tie-up also ensures multiple subscribers to the DTH operators, though the cost of installation of the MDU antennas is being currently borne by DTH operators which is anything between Rs 1,200-1,500 per flat.

The concept might seem new but has a huge revenue potential and the companies have already drawn out strategies to capture large market shares.

BIG TV, which launched its MDU solution earlier this month, is targeting a market share of 40 per cent within the first year of operations and a 25 per cent share in the annual incremental growth in the market.