Matrimony bets on DTH

By Our Correspondent

Chennai

July 23: The battle among online matrimonial portals in India to establish supremacy in the Rs 200-crore online matrimonial market has entered the Direct-To-Home (DTH) TV space now.

Two of the leading matrimonial websites, shaadi.com and bharatmatrimony.com, have announced tie-ups with leading DTH service providers, to provide interactive matrimonial services to the subscriber base of DTH service providers.

While DishTV announced the joint venture with shaadi.com on Tuesday evening, Tata Sky and bharatmatrimony.com launched the services for all the Tata Sky customers here in Chennai on Wednesday morning.

With this, the two marriage portals will be able to target the 3.5 million and 2.3 million subscriber base of DishTV and Tata Sky respectively. Shaadi.com and BharatMatrimony claim to have 10 million and 12 million memberships respectively.

Shaadi.com will be changing the profiles available to the DTH customers everyday, while BharatMatrimony will change the profiles on a weekly basis. Interestingly, while the interactive service announced by DishTV has been termed as Shaadi Active, the one launched by Tata Sky is Active Matrimony.

The chief marketing officer of Tata Sky Ltd, Mr Vikram Mehra, stated that Tata Sky and BharatMatrimony had been working on this project for more than a year.