Dish Tv Presentation

8/13/2019 Dish Tv Presentation

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BUSINESS VIABILITY OF DISH TV.

1.15 million television viewership in the country. DTH (direct to home) involves multi channel distribution byusing satellites.

The journey for DTH in India was not smooth.

First proposed in 1996 but got rejected due to nationalsecurity.

1997,I sky B( Indian sky broadcasting)was banned.


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Dish TV is the pioneer which was launched inJanuary 9th2001.

Formerly known as ASC Enterprises Ltd, its a partof the Essel group.

It offered improved TV viewing with digital

technology, stereophonic sound effects.

New level of sophistication by introducing movie ondemand, video games, etc.

Only way to achieve a high acquisition is linked toadvertisements and marketing budgets and

customer acquisition skills.


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BUSINESS VIABILITOF

DISH TV : WOULD ITBREAK OR BREAK-

EVEN ?


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Costs associated

Transponder Lease

15%

License Fees7%

Uplink Charges

3%

Entertainment Tax

1%

Content Charges

69%

Middleware Charges

2%

Subscriber Management

3%Transponder Lease

License Fees

Uplink Charges

Entertainment Tax

Content Charges


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Trends in customer acquisition

0

200

400

600

800

1000

1200

1400

Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08

Subscribersin

000s

Dish Tv


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Customer acquisition strategy Focused marketing leading to creation of a BRANDSRK

campaign.

Largest content offering and digital viewing experience.

Aligned dealer incentive structure-Higher incentives forsubscriber at higher packs.

Competitive pricing, A-la carte offerings and ease of makingpayments.

Distribution and after sales services.


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Customer retention strategy Promotions and dealer incentives offered on an ongoing

basis to retain customers through innovative packages.

Over 350 Dish Care Centres (DCCs) & service franchiseesproviding installation and after sale-service as of Mar-09.

In-house call centre, operating 24*7 with capacity of upto 1600 operators.


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competitors


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PROFIT MAXIMIZATION

DISH TV FINANCIAL STATEMENT 2008 (INR million)

Total Revenues 4130

Income from subscriber acquisition 600

Income from operations 3530Total costs 6310

Expenditure towards subscriber acquisition 1330

Expenditure towards operations 4980

Reported EBITDA -2180

Margin EBITDA -35%


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TC

TR

QUANTITYQ

BREAKEVEN


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Competitors


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Conclusion

Focus on business economics

Reframing the price structure

12%-12.5% hike in monthly subscription

Value Added Services

Reduced license fee from 10% to 6%

Reduced CENTVAT from 14% to 10%


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Number of subscribers

5

million

7.5

million

13.4

million

2008 20132010


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Thank You

Documents

Dish Tv Presentation