Sun Direct, a fast-growing DTH broadcaster over India, is the fastest-growing pay-TV operator in the sub-Continent, says a statement from conditional access provider Irdeto.

Sun Direct chalks up the largest growth among India's top five DTH Pay-TV operators by adding new subscribers faster than others in past year. Irdeto says that its conditional access system enabled Sun Direct to chalk up the largest growth among India's top five Direct-to-Home Pay-TV operators – adding a huge total of 3.1 million new subscribers within the past year – a remarkable achievement for the newest DTH company in India launched less than two years ago.

Chennai-based Sun Direct, part of the Sun TV Group, has been using Irdeto's conditional access system to manage content and secure revenues for its DTH satellite television service since its launch in December 2007. According to the Consumer Electronics and Appliances Manufacturers Association (CEAMA) of India, Sun Direct accounted for 34% of the country's deployment of new set-top box devices during the financial year from April 08 to March 09, against a total of 9.14m devices deployed by the top five DTH operators in India.

"Sun Direct's subscriber base has reached 3.8m by July this year," stated Tony D'Silva, COO, Sun Direct. "We have been able to successfully manage the speed and scale of our rapid growth by relying on Irdeto's solution to enable new revenue streams to be developed and to secure our new offerings and applications. We look forward to expanding our partnership with Irdeto as we continue our aggressive growth plans. Sun Direct expects to expand its customer base to 10m by 2011."

"Irdeto's tremendous growth in the Asia Pacific region over the past year is enhanced by our partnerships with top-tier market leaders such as Sun TV and Sun Direct. We are delighted that our strategy – to provide innovative solutions that meet the demands of key customers focused on building the base and delivering services and applications to their consumers –has yielded excellent outcomes. We congratulate Sun Direct for its latest recognition by CEAMA as India's fastest-growing DTH player," said Graham Kill, CEO of Irdeto.

The achievement in India marks yet another milestone in Irdeto's growth in the Asia Pacific region and comes hot on the heels of In-Stat's ranking of Irdeto as the top international provider of conditional access in China's massive pay-TV market. In South East Asia, Irdeto is also positioned as the leader in CA with 64% market share according to Media Partners Asia.