Direct to Home Services

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y Direct to Home technology is emerging as the leadingdigital TV transmission platform. Enhanced picture quality and advanced video services have become catalysts fordriving demand for DTH services throughout India

y At present, there are 135 million TV households in India,out of which only a little over 12 million have DTH. Sincethe penetration of DTH is just 9%, there is a huge

untapped potential. The DTH category experienced 300%growth in FY09, with over 7 million new subscriberscommitting themselves to DTH revolution.



y The history of DTH services in India dates back to 1996.

But, the proposal couldnt get through policy hurdlesbecause of concern over national security. It was finally allowed in July 2006.

y As of now, number of total customers stand at 14 million whereas total cable TV households number is 75 million.That reflects the huge potential of this industry in the longrun.

y The latest technology of DTH network includes satellites,multiplexers, broadcasting center, modulators, encoders

and DTH receivers. Technologically speaking, the processstarts with DTH service provider leasing Ku-bandtransponders from the satellite.

y Thereafter, encoder gets into the process of converting

video, audio, and data signals into the digital format.





A DTH offer comprises six elements.y Content: The movies, news channels, sporting events and/or general

entertainment features that constitute an offer to consumers.y Space: Ownership or access to sufficient transponders in the right

orbital slot to broadcast an offer to a specific area.

y Ground: The ability to distribute, install and service dishes and set-topboxes(otherwise known as customer premises equipment, or CPE),combined with access to relevant technology and manufacturingcapabilities.

y Subscriber management: Ability to acquire and deactivatesubscribers, bill and collect from them, activate pay-per-view movies

and perform customer service.y Financing: The provision of credit to customer seeking to buy or lease

CPE.y Governmentrelation: Ability to navigate government procedures and

regulations to obtain permits and so on.







y Technologically speaking, the process starts with DTH

service provider leasing Ku-band transponders fromthe satellite. Thereafter, encoder gets into the process

of converting video, audio, and data signals into thedigital format.

y Once encoding is done, multiplexer mixes thesesignals. Users have to install a small dish antenna and

set-top boxes which decode those mixed signals andlastly users get to view numerous TV channels.

y Primarily, DTH is an encrypted transmission receiveddirectly from the satellite by the consumer at his place

with the help of dish antenna.



y DISH TV - Zee Network Enterprise

y TATA SKY - TATA Group and STAR

y RELIANCE BIG TV - Reliance Communications Limited

y VIDEOCON UDCL & BBCL.

y AIRTEL DIGITAL - Bharti Telemedia Limited, a subsidiary of Bharti Airtel Limited.

y SUN DIRECT Sun network.

y DD DIRECT Doordarshan.







y INTRODUCTION

y FEATURES

y PRICES

y MARKET SHARE

y COMPARISON



y Dishtv is Indias first direct to home (DTH) entertainmentservice. By digitalizing Indian entertainment, thisenterprise brought best television viewing technology to

the living room. It not only transmits high quality programmes through satellite; but also gives a completecontrol of selecting channels and paying for them.

y In FY09 Dishtv achieved the landmark of 5 millionsubscribers, which is not just a significant one for yourcompany but also symbolizes the successful growth of theIndian Pay TV market. Dishtv added 2.06 million newsubscribers in FY09 as compared to 1.04 millionsubscribers added during the previous year, henceregistering an increase of 98%.



y Digital Picture Quality The exceptional digital and direct-to-home transmission ensures you watch all your favorite

programmes in true DVD quality.

y Stereophonic SoundThe Direct-to-Home satellite transmission treats your ears to a true theatre experience by providingawesome stereophonic sound.Geographic Mobility No matter which part of the country you are in or moving to, Dishtv with its all India coverageensures direct signals wherever you are.

y Uninterrupted Viewing WithDishtv at your home, as long as your equipment is connected to a power source you can enjoy uninterrupted transmission of your favorite programmes.Capacity up to 400 ChannelsDishtv can offer you up to 400 entertaining channels. And that's not all, every month morechannels will be added to provide complete entertainment to your family.

y Dyna BoostDishtv is using the NSS6 satellite at 95.0°E designed specifically for DTH operations. It is equipped with Automatic Level Control (ALC) feature that enables the satellite to maintain constant satelliteEIRP even in case of uplink signal degradation due to weather conditions such as rain, fog or clouds.

InstaflipDISHTVS Instaf lip technology helps you change channels quickly and conveniently. Our efficientprocessors make it possible for you to browse through all 240+ channels and services in less than 2seconds. So get set browsing all the channels on DISHTV with fast scrolling, intuitive navigationand quick flip surfing.



y Tata Sky has partnered with the global leaders in thespace of digital technology to bring a state-of-the-artsatellite television service to India.

y Tata Sky HD, the latest digital revolution from Tata Sky

will give you the experience of a cinema right at yourhome. With the Tata Sky HD service you can enjoy 5.1Surround Sound, 1080i resolution and 16:9 Aspect ratiothat allows you to view incredibly vivid colors and imagesup to 5 times sharper than what you can view today

y The TATA Group is one of India's largest and mostrespected business conglomerates. The SKY brand,owned by the UK-based British Sky Broadcasting Group,brings to Tata Sky the reputation of more than 20 yearsexperience of satellite broadcasting.



y SHOW CASE - Your private multiplex at home

y Actve Learning - Take daily quizzes covering Maths, GK and Science on your television

y Actve Stories - E njoy your favourite story books ontelevision

y Actve Games - E nter the next level of gaming

y Actve English - E nhance your E nglish conversational skills.

y

Actve Cooking - Get your favourite recipes when youwant

y Actve Darshan - Get 24x7 darshan of the followingtemples: Shirdi Sai Baba, Mumbais SiddhiVinayak,

ISKCON and Kashi Vishwanath



Popularpack Per month

y Silver(155 channels) Rs 135y South Silver (144channels) Rs 125y Gold(190channels) Rs225y South Gold saver(181 channels) Rs 270y

Platinum(214 channels) Rs 325y Child(214 channels) Rs 160y Silver saver(173 channels) Rs 150



Popularpackages Per month

y

Super hit pack(69channels) Rs 160y Super value pack(104channels) Rs 200y Super saver pack(129channels) Rs 275y South starter pack(77channles) Rs 125y South value pack(101channles) Rs 200y South jumbo pack(145channels) Rs 310



DishTV TATA SKY







y

Dishtv uses NSS-6 to broadcast its programmes. NSS-6 waslaunched on 17th December, 2002 by European-basedsatellite provider, NewSkies (one of the only four fixedsatellite communications companies with truly globalsatellite coverage)

y Dishtv - India's first KU-band DTH entertainment service,hopped on to NSS-6 from an INSAT satellite in July 2004.The change in the satellite was to increase the channeloffering as NSS 6 offered more transponder capacity.

y Tata Sky has leased all 12 Ku-Band transponders on ISROsIndian satellite, INSAT 4A, the most advanced and high-powered KU-Band communication satellite in the region,developed keeping in mind local requirements. The satelliteenables Tata Sky to offer superior picture and sound quality

with a wide range of channels



Dishtv TATA SKY

Dishtv has equal distribution of

subscribers in urban and rural markets.

TATA SKY Primarily targeted urban

audience but later Tata Sky has seendemands from rural markets.

Dishtv has come up with special offersfor the southern as well as in northernregion. They have variety of packages

for different classes of people fromhigher value to lower value packages.

TATA SKY has come up with separatepacks for north like super hit or super value packs and south offering packs

like south jumbo or south value packs.They mainly focused towards higherclass people later on they introducedlower value packages

Dishtv comes out with new offers of channels or new buyer schemes atrelatively cheaper rates on occasions of festivals or major sports events likeDiwali Double Dhamaka (November2007), the IPL Pack (April 2008) etc.

TATA SKY has offered new schemes atdiscounted rates on occasions of festivals or major sports events like world cup etc.



Dishtv TATA SKY

Surf through hundreds of channelssing a mosaic screen showcasing allchannels of a single genre.

DVD Quality Picture & Sound .

Subscribers can order and watchHollywood, Bollywood and Regional

blockbusters whenever they want, withno ad breaks and the subscriber can watch it multiple times within 24 hours.

Parental Control.

Unique feature where subscribers canchoose from multiple languages on

select channels.

Customer support: 24x7 call centres &over 3000 engineers support in 11

languages.

In a cricket match choosing thelanguage of the commentary, cameraangles, know player statistics and watch match highlights at our will.

Search & Scan Banner: Find out whatsplaying on another channel withoutchanging the channel you are watching.



Dishtv TATA SKY

Product positioning with a charismatic

brand Ambassador SHAH RUKHKHAN with a tagline THODA AUR WISH KARO DISH KARO inspiredmillions of customers.

Product positioning with a tagline

ISKO LAGA DALA TO LIFE JINGALALA didnt clicked later onthey introduced AMIR KHAN as aBrand Ambassador with the sametagline and managed to draw potentialcustomer.

Dishtv has 240 channels which is thelargest channel provider.

TATA SKY have 190 channels.

At the start when Dish TV was makingan entry into the Indian market, it

targeted DD Direct+ customers. Later onthey focused urban and rural customers.

Previously they have targeted metrocities customer now they are targeted

urban and rural customers.

Dishtv aims to add another 2.5 millionsubscribers by the year 2012.

TATA SKY is targeting 8-millionsubscriber base by the year 2012.



Dishtv TATA SKY

In rural areas, Dish TV runs fleet of vans

for demos, installation as well as sellinghardware and pre-paid vouchers.

No such kind of business strategy.

Now Dish TV introduced TruHD pack which will give digital clear audio videoclarity.

TATA SKY also introduced TATA SKYHD for digital clarity and TATA SKY+ where customer can recordmovies, serials and live matches.

More options in Movie on demand andalso choice to see Hollywood Movie

TATA SKY lacks this option

Cost per movie for movie on demand isless in Dishtv Rs.40+taxes for Hindi andRs.50+taxes for English

TATA SKY charge Rs.75 for Hindi...NoEnglish option.

More number of regional channels for allgenres.

TATA SKY lacks this option



Dishtv TATA SKY

Focused marketing leading to creation

of a BRAND SRK campaign.

Focused marketing campaign Aamir

Khan

Dish TV's attractive pricing strategy. TATA SKYs interactive services for allfamily members.

Distribution and after sales service. Pan-

India presence through 800 distributors& 48,000 dealers across 6600 towns .

Multi Dwelling Unit (MDU) solution.



Dishtv TATA SKY

Promotions and dealer incentivesoffered on an ongoing basis to retaincustomers through innovative packages.

Upgrade to TATA SKY+ by exchangingregular TATA SKY.

Packages to suit every palate. Cartoon network in telugu for itssubscribers down south.

Providing Value-Added Services (VAS) foray into e-banking, ticketing, jobsearch, matrimony services, sharing

infrastructure with other serviceproviders.

24x7 call centers and over 3000engineers.

Over 350 Dish Care Centers (DCCs) &service franchisees providinginstallation and after sale-service .

Alliance with Walt Disney Company India to bring Disney characters on itsinteractive platform.



* Quality of the customer service

* Toll-free helpline

* Channel packaging

* Obviously, Cost- various plans* Set-top box Quality

* User-friendliness of the EPG

* Language options (if you are not comfortable with English)

*Interactive applications (if you want more than channelsurfing)

* No Hidden costs (maintenance, installation and other charges)



Dishtv Thank you

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Direct to Home Services