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Finance Minister Arun Jaitley launched a digital platform initiative under the brand name NXT DIGITAL promoted by the Hinduja Group.

“Headend In The Sky (HITS), a digital platform would provide would provide consumers with wider choice. Viewers will have an access to over 500 television channels – international, national, regional and local; besides a host of other services like e-applications and TV everywhere,” the Finance Minister said.

Customers in Andhra Pradesh, Telangana, Maharashtra, Punjab and Karnataka will now have greater access to channels of their choice with other states soon joining in. The platform is expected to give a fillip to the Digital India initiative and Make In India mission.

“The NXT DIGITAL Broadcast Centre is a state-of-the-art next-generation MPEG-4 facility that has been designed and purpose-built to provide a variety of services to the cable distribution fraternity and their customers all across India,” an official release said.

The technology is future-proof and would offer enhanced television experiences for the subscriber whilst allowing the cable fraternity to manage their networks effortlessly using new-age “cloud” solutions, with a minimal investment. The back-end technology systems are based on sophisticated and complex architectures that can even deliver unique services like television access on mobile devices and tablets as well as information dissemination services to laser-targeted localities by various agencies for emergency Alerts etc.

 The initiative will enable thousands of entrepreneurial cable operators to make a transition from analog to digital across an estimated 120 million homes in India.

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