The Marathi content focus is key to Reliance BIG TV’s overall marketing strategy considering that Maharashtra comprises of nearly 20% of its overall customer base. The growth acceleration of subscriber additions in Maharashtra over the last two quarters has been over 25%. Moreover, the company’s ARPUs from Maharashtra are significantly higher at Rs 273/month in comparison to its national ARPU levels of Rs 235 to Rs 250 per month, says the company.

The localization move is in line with Reliance’s strategy to drive its regional penetration deeper in Tier II and Tier III geographies. The company is looking at generating over 40% of its overall subscriber base from these Tier 2 and Tier 3 geographies.