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SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF POST GRADUATE DEGREE IN
MANAGEMENT
PROMOTION ON VIEWERSHIP OF
FTA(FREE TO AIR)
SUBMITTED BY:
Name: ASHISH JAIN
MBA- (2011-2013)
Enrollment No. : A30101911120
INDUSTRY GUIDEFACULTY GUIDE
MS.PRANEETA CHAUDHARYMR.MARUT BISHT
MANAGER (USAGE) LECTURER
DISHTV INDIA LTD ABS
[1]
AMITY GLOBAL BUSINESS SCHOOL, NOIDA
AMITY UNIVERSITY – UTTAR PRADESH
[2]
[3]
CERTIFICATE OF ORIGIN
This is to certify that MR. ASHISH JAIN, a student of Post
Graduate Degree in MARKETING+ INTERNATIONAL
BUSINESS, Amity Global Business School, Noida has worked in
the MARKETING DEPARTMENT, under the able guidance and
supervision of Ms. PRANEETA CHAUDHARY, designation
USAGE MANAGER, Company DISHTV INDIA LTD.
The period for which he/ she was on training was for 8 weeks,
starting from 1st JUNE, 2012 to 31st JULY, 2012. This
Summer Internship report has the requisite standard for the
partial fulfillment the Post Graduate Degree in MARKETING +
INTERNATIONAL BUSINESS. To the best of our knowledge no
part of this report has been reproduced from any other report
and the contents are based on original research.
Signature
Signature
(Faculty Guide)
(Student)
[4]
ACKNOWLEDGEMENT
I express my sincere gratitude to my industry guide Ms. Praneeta Chaudhary, Usage Manager, DISHTV INDIA LTD, for her able guidance, continuous support and cooperation throughout my project, without which the present work would not have been possible.
I would also like to thank the entire team of DISHTV INDIA LTD, NOIDA, for the constant support and help in the successful completion of my project.
Also, I am thankful to my faculty guide Mr. Marut Bisht of my institute, for his continued guidance and invaluable encouragement.
Signature
(Student)
[5]
TABLE OF CONTENT
CHAPTER NUMBER
CHAPTER NAME CONTENT PAGE NUMBER
Executive summary 61 Introduction 1. About the industry
2. Government initiatives3. Going global4. Current scenario5. Satellite television6. Company background
Essel group Dish tv
7. Competitors in DTH8. SWOT analyses9. BCG matrix10. Board of directors11. FTA
KU and C band How to install FTA FTA in INDIA
712131416
182125293031
333840
2 Literature review A study on consumer buying behaviour of DTH services
41
3 Research and methodology
1. Research objectives2. Research techniques3. Research one4. Research two5. Questionnaires
4747474849
4 Discussions and results
1. Findings: research one2. Findings: research two3. State wise FTA analyses
556167
5 Conclusion 1. FTA 696 Recommendations 1. FTA customers
2. On subscribers who were given free services but did not upgraded
7071
7 Offers and prices 1. Ala cartes being used2. Offer 1
7374
[6]
3. Offer 24. FTA message design5. Additional message
designing for annual sports pack
747678
8 Process document 799 Promotional effect 8110 Case study 8211 References 8512 Synopsis 87
EXECUTIVE SUMMARY
DISHTV is a division of Zee Network Enterprise (Essel Group Venture). EGV has national
and global presence with business interests in media programming, broadcasting &
distribution, speciality packaging and entertainment. Zee Network incorporated dishtv to
modernize TV viewing. dishtv is India’s first direct to home (DTH) entertainment service.
By digitalizing Indian entertainment, this enterprise brought best television viewing
technology to the living room. It not only transmits high quality programmes through
satellite; but also gives a complete control of selecting channels and paying for them.
Dishtv imparts DVD quality picture and stereophonic sound effects to the customers. It
promises to change the experience of TV viewing with its uninterrupted transmission
service. The endeavour enters next level of entertainment with futuristic features, such as
EPG (Electronic Programme Guide), parental lock, games, 400 channels, interactive TV and
movie on demand. dishtv also brings exclusive national and international channels for the
first time in India.
dishtv uses NSS-6 to broadcast its programmes. NSS-6 was launched on 17th December,
2002 by European-based satellite provider, NewSkies (one of the only four fixed satellite
communications companies with truly global satellite coverage)
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 channel offering
as NSS 6 offered more transponder capacity.
Dishtv also offers a wide range of products to its customers, standard STB,tru hd+, dishtv on
wheels , dish freedom, dish plus
[7]
Dishtv also holds a huge variety of subscriber services like recharge now, my channel my
pack, extended warranty contract, service centre locator, self help, electronic program guide,
shifting home, nodal officers and home delivery.
Apart from ala cartes it also gives interactive services like movies on demand, games , jobs
active,icici active , multilingual services and mod non stop .
INTRODUCTION
About the Industry :
Media and Entertainment Industry –
The Indian media and entertainment (M&E) industry is one of the fastest growing industries
in the country. Its various segments—film, televisions, advertising, print media and music
among others—have witnesses tremendous growth in the last few years.
With A.R. Rahman and Resul Pokutty having won Oscars for their commendable work in
Slumdog Millionnaire, the spotlight has shifted on India and the immense talent and
potential it offers. Another Indian who has been in the news recently is Raju Narisetty, a
prominent journalist, who has been appointed as the managing director of the Washington
Post, a leading US daily.
According to a report jointly published by the Federation of Indian Chambers of Commerce
and Industry (FICCI) and KPMG, the media and entertainment industry in India is likely to
grow 12.5 per cent per annum over the next five years and touch US$ 20.09 billion by 2013.
Television
The television industry in India is currently at its prime, contributing the largest share in the
total media and entertainment industry. While India is the third largest cable television
market in the world, the penetration level of pay TV is still low, which promises a huge
untapped potential for growth.
[8]
According to the study by FICCI and KPMG, the television industry, which is currently
valued at about US$ 4.63 billion will expand by 14.5 percent between 2009 and 2013.
Digital distribution platforms such as direct-to-home (DTH) are transforming the industry.
Direct-to-Home segment is gearing up for a new phase of TV viewing with digital video
recorders (DVRs) or personal video recorders that will free consumers from having to watch
television at broadcaster-ordained timetables.
Mobile TV- where content will stream in on mobile phones – which is currently at a nascent
stage is poised to grow big with the advent of 3G, according to experts. This can lead to the
growth of many business opportunities in the media and entertainment sector. And according
to ABI Research, the mobile TV market worldwide is expected to attract over 50 crore
viewers in the next five years.
Considering that video is the most popular medium of entertainment, it will not be limited to
mobile phones but will be expanded to in-car television and personal media players among
others, according to experts.
Viewership across various segments is increasing and marketers are launching new channels
to meet this growing demand. Turner and Warner Bros Entertainment, Hollywood's leading
studio have launched WB, a new Warner-branded channel in India that will showcase
blockbuster motion pictures and acclaimed television series. The channel will be distributed
by Zee-Turner and will be available on both DTH platforms and cable and satellite homes.
Hindi general entertainment channel (HGEC) Star Plus is launching four new shows in
March this year.
Music
The Indian music industry, which until recently was overwhelmingly dominated by film
music, is now being driven by non-film music. However, piracy and advent of radio channels
which constantly play hit music leading to loss of sales of music, has affected the industry.
Industry experts estimate that the current size of the industry is about US$ 149 million,
calculated on the basis of legitimate unit sales of compact discs (cds) and music cassettes of
around 15 crores. And according to a PwC study, the music industry is likely to grow by 2
per cent over the next five years and will be a US$ 164.56 million industry by 2012. [9]
While cassettes and cds have traditionally accounted for most of the sales, future growth will
come from non-physical formats such as digital downloads and ringtones, among others.
According to a joint study by Soundbuzz, a digital music company, PwC and International
Federation of Phonographic Industries, India was poised to become the second country in the
world, after South Korea, where digital music sales will surpass the sales of music in
traditional formats.Digital music sales are expected to account for 88 per cent of the total
music industry revenue in India by 2009.
Radio
The cheapest and oldest form of entertainment, reaching 99 per cent of the population, this
segment is likely to see many dynamic changes.
According to the PwC study, revenues from radio are likely to grow at a compound annual
growth rate (CAGR) of 24 per cent over the next five years and the industry will grow from
US$ 150.52 million in 2007 to US$ 370. 22 million in 2012.
Private FM radio has emerged as the fastest growing segment in the media, notching up an
average 30 per cent growth in advertising revenues, compared to the industry's average of 18
per cent, according to ACNielsen's Radio Audience Measurement (RAM) service. Moreover,
it is expected to increase to US$ 218.49 million over the next two years from US$ 133.52
million today.
FM radio broadcasting has expanded at a rapid pace and India today has over 300 FM radio
stations.
Advertising
Advertising trends showed a healthy growth in the last five years as marketers sought to woo
customers for a wide range of products. According to an Economic Times survey of 100
large private sector companies, the aggregate spending on advertising by these companies
grew by a huge 22.4 per cent last year over the previous year. More than four-fifths of the
sample companies have witnessed a rise in sales turnover in 2007-08 following higher
advertising spend.
[10]
With the economic slowdown, ad spends are slowing down as well. According to the FICCI-
KPMG report, ad spends could grow by 12.4 per cent a year now, compared to the 17 per
cent growth registered over the past three years.
However, as consumer spending slowly inches upwards – aided partly by the fiscal measures
undertaken by the government to boost the economy – some companies, such as Dabur,
Coca Cola India, the Emami group and the Future Group, are planning to raise ad spends by
almost 10 per cent in some cases to boost sales this year.
Radio, internet and cinema have been the traditional mediums of advertising and according
to a survey by Adlabs Cinemas and research firm IMRB, in cinema, the 30-second in-theatre
advertising accounts for 95 per cent of cinema advertising. The remaining 5 per cent
comprises activities in the lobby area such as new car or bike displays, etc. Of the overall
advertising spend, currently only around 0.4 per cent (around US$ 15.42 million) is spent on
cinema. Print and TV account for the majority of the ad spend.
Cinema
The Indian film industry is the largest in the world in terms of number of films produced per
year. The FICCI-KPMG study values the Indian film industry at US$ 2.11 billion and
projects its growth at 9.1 percent till 2013.
Bucking the global slowdown – and in the aftermath of the Slumdog Millionnaire win – the
box office collections in the first two months of this year have jumped 32 per cent over 2008.
Box office collections from over eight movies, which accounted for the bulk of the revenues,
hit US$ 36.62 million in January-February compared to US$ 27.95 million crore from over
12 movies in 2008 during the same months, according to data with trade analysts.
The opening of the film industry to foreign investment coupled with the granting of industry
status to this segment has had a favourable impact, leading to many global production units
entering the country. For example, Walt Disney has partnered with Yash Raj Films to make
animated movies, the Warner Group is funding the Sippys' film projects, Viacom has a joint
venture with the TV 18 group to form Viacom-18, and Sony Pictures Entertainment has co-
produced Saawariya with SLB Films (Sanjay Leela Bansali Films).
[11]
Buoyed by the success of its maiden production in India—Chandni Chowk to China (which
garnered US$ 8.67 million globally in the first three days of its release)—Warner Brothers
Pictures India is set to invest US$ 38.6 million in film production this year.
Fox Star Studios, a joint venture between Twentieth Century Fox and Star, has entered into a
multiple-film deal with producer Vipul Amrutlal Shah, marking its foray into the Indian film
industry.
R-ADAG-owned Adlabs Films is betting on its integrated film service business and movie
exhibitions to drive its growth. The company is spending US$ 41.13 million to expand the
two businesses.
The cinema-viewing experience is also undergoing major changes. One perceptible change
has been the rapid growth of multiplexes, which meets consumer demand for quality
entertainment and has also helped boost production of niche films targeted at niche
audiences.
Multiplexes
The nation's multiplex industry is all set for an unprecedented boom buoyed by positive
regulatory changes and booming consumerism. According to an estimate, the number of
multiplex screens in India is expected to touch 5,000 by 2012, constituting around 40 per
cent of the total cinema screens.
In fact, currently the Indian market is highly underserved when compared to the West, India
has less than 13 screens per million of the population, against 117 in the US, 52 in Italy and
30 in the UK.
PVR, Inox Leisure, Big Cinemas and other multiplexes plan to maintain their investment
tempo in the year ahead betting on big Bollywood releases, lower rentals, a cut in
entertainment tax and the drop in equipment prices. Multiplexes including Fun Multiplex,
Cinemax and others plan to invest more than US$ 2.89 billion in 2009 almost the similar
amount as last year, according to industry experts.
[12]
Multiplexes /megaplexes have been instrumental in contributing 28 per cent of the total
theatrical sales for the film industry according to a report by Systematix Institutional
Research.
• Entertainment conglomerate Adlabs Cinemas has drawn up a plan to build 12
megaplexes in cities like Mohali, Lucknow, Hyderabad and Delhi.
• Multiplex chain PVR Cinemas, is also planning to add over 250 screens across India,
staggered over a period of three years from 2008-2010, with a total investment outlay
of around US$ 82. 27 million.
• Cinemax India, the multiplex chain which currently has 55 screens over 17 properties
across the country is planning to scale up its presence to 299 screens across about 100
properties by fiscal 2010.
• Inox, which has 26 multiplexes and 90 screens in 18 cities across India, will open
nine multiplexes in Bangalore, Mangalore, Hubli and Belgaum by the end of 2010.
• Leading global multiplex player, Cinepolis, has earmarked US$ 350 million for its
Indian operations. The company plans to have 500 screens across 40 cities in the next
5 to 7 years.
Others
Segments like print media, animation and gaming are also likely to see interesting growth
rates. The country's growing literacy and new technologies have resulted in India emerging
as the second largest newspaper market in the world, according to latest research by the
World Association of Newspapers (WAN). Indian newspaper sales increased 11.2 per cent in
2007 and 35.51 per cent in the five year period. Newspaper advertising revenues in India
were up 64.8 per cent over the previous 5 years.
According to the FICCI- KPMG study, the gaming segment, which is currently estimated at
US$ 125.29 million, is expected to grow at 33.30 percent till 2013, while the US$ 119.51
million Internet is seen growing at 27.9 percent.
[13]
The Indian animation industry, currently estimated at US$ 460 million, is expected to grow
at a CAGR of 27 per cent to touch US$ 1,163 million by 2012 according to a report titled
‘Indian Animation and Gaming 2008', jointly prepared by NASSCOM and Ernst & young.
Government Initiatives
The Government has initiated major reform measures, which have had a cascading effect on
the growth of the industry.
• Permitting 100 per cent foreign direct investment (FDI) through the automatic route
for film industry and advertising.
• Allowing 49 per cent foreign holding in cable TV and DTH.
• Allowing 100 per cent FDI in non-news publications and 26 per cent FDI in news
publications.
• The government has allowed 100 per cent FDI in fax editions of magazines and
newspapers.
• Recently, the government has allowed companies with core business in news
segment but hived off non-news business, to raise funds from overseas beyond the
stipulated FDI limit of 26 per cent. Such companies can raise and route funds from
overseas through its non-news arm, which will not be calculated as foreign
investment.
• The FM radio sector was opened for FDI with a 20 per cent cap.
• Permitting setting up of uplinking hubs for satellite uplinking by private TV
broadcasters from Indian soil.
• Giving industry status to the films segment.
• Opening FM Radio operations to the private sector.
• The government has allotted US$ 50.13 million in the current Five-Year-Plan for
various development projects of the film industry. The funds will be utilized to set up
a centre for excellence in animation, gaming and visual effects among others.
[14]
Going Global
With the growing popularity of Indian content in the world market in general and South Asia
in particular, the Indian entertainment industry players are venturing abroad to tap this
booming segment.
In fact, according to a report by CII-AT Kearney, the share of international markets in total
box office collections is estimated to increase from 8 per cent in 2006 to 15 per cent in 2010.
Consequently, many domestic players like Yash Raj Films, Reliance-Adlabs and UTV,
among others, have set up distribution arms overseas. Not only films, other entertainment
content areas like music and television also have a huge potential international market. One
recent estimate puts the total value of Indian content sold overseas at over US$ 200 million.
Further, this number is expected to grow over 20 per cent every year.
Technology has influenced the entertainment industry in a big way, and transformed content
delivery as well as viewership experience.
CURRENT SCENARIO
Emerging Trends and New Developments
In the long term some of the major developments likely to have a deep impact on the global
media and entertainment industry include,
· Shifting Preference For Internet-Based Content And The Emergence Of Interactive TV
· Proliferation Of Wireless Application Devices
· Large-Scale Migration To E-Tailing
· Development of Sophisticated Telecommunication Technologies
· Faster Globalization
· Growing Popularity of Mega- Theaters, Super Stores Concept etc
· High Degree of Consolidation in the Industry
· Increasing Digitization in the Industry
· Convergence of the Entertainment, Information and Telecommunication Segments and
[15]
· Rapid De-regulation in the Industry
Phenomenal growth in the cable and satellite television business has presented new revenue
streams for global entertainment majors. Reports indicate that movie majors are projected to
witness revenues of around US$ 11.0 billion by the year 2002 on the sale of their content to
satellite television networks. This represents an increase from the 1998 level of nearly
US$7.0 billion. As a part of the ongoing “Americanization” of the world, companies such as
CNN, HBO, Espn etc have started to focus on their regional versions. Consequently, the
scenario in the European, Asian and Latin American markets is fast changing.
However, Piracy Remains a Key Issue…
Piracy remains the single-most important issue across the global entertainment industry.
Estimates indicate that the revenues lost on account of piracy in case of the music industry is
around 25%. Furthermore, this level is likely to increase to 40% in the near term.
Consequently, the music industry could be affected to a larger extent than its counterparts.
This is largely on account of the highly fragmented nature of this industry. Smaller players
are likely to suffer the most.
In this regard, the major initiative taken by the industry to protect its intellectual capital is the
launch of the Secure Digital Music Initiative (Sdmi). The Sdmi comprising of around 150
companies has adopted the first set of standards to prevent the piracy of music. April 2000
was decided as the deadline for the second phase of regulations. The members of this
initiative include music distributors, on-line PC communications service providers. PC
manufacturers, home electronics appliances manufacturers etc.
The Internet is not perceived to be a threat by certain majors. Sony Music for instance has
been aggressive in formulating an e-strategy. The company has forayed into activities
including the promotion of digital broadcasting. Also, strategic alliances have been forged
with majors such as EMI, Universal Music, Warner and IBM in order to facilitate the
download of full-length CDs. IBM and Microsoft are intensely competing to gain a foothold
in this emerging area. IBM and Sony Music have formed a partnership to deliver pirate-free
songs over the net. Microsoft, on the other hand tied up with Musicmaker.com to enable
users to access the latter’s entire product catalog over the net. Other players including AT&
T, Matsushita and Seagram are also trying to foray into this segment. Seagram has formed an
alliance with Bertelesmann AG, Germany in order to compete in the on-line music retail
[16]
segment.
However security protection is still in a primitive stage in this area. For instance, when
Microsoft launched its Wmdm software, hackers cracked the software code within hours and
distributed the same over the net. Despite such initial problems, there exists a huge potential
for music software. In the long-term, companies need to develop technologies that facilitate
the freer flow of content rather than trying to enforce more stringent regulations that are only
difficult to monitor.
Future Outlook…
The Indian entertainment industry is on a high growth path. Domestic majors are finding
better earnings potential in the huge overseas markets. At the same time, corporatization is
finally starting to emerge in this highly unorganized industry. This is likely to instill a greater
discipline in the functioning of the industry and lead to greater consolidation in the future.
The domestic consumer will opt for more sophisticated technology in the near future.
Consequently, domestic majors will have to redefine their product offerings.
With literacy levels forecasted to increase in the future, the publishing industry will continue
to witness growth. Advent of new technologies such as e-book etc will take a longer time to
have an impact on the domestic market when compared to the global markets. While piracy
levels are declining slowly, better copyright laws and the rapid implementation of the same
are imperative to preserve the creative talent in this industry. The government needs to
implement the same in order to facilitate the high growth in this industry.
SATELLITE TELEVISION
Satellite television is television programming delivered by the means of communications
satellite and received by an outdoor antenna, usually a parabolic reflector generally referred
to as a satellite dish, and as far as household usage is concerned, a satellite receiver either in
the form of an external set-top box or a satellite tuner module built into a TV set. Satellite
TV tuners are also available as a card or a USB peripheral to be attached to a personal
computer. In many areas of the world satellite television provides a wide range of channels
and services, often to areas that are not serviced by terrestrial or cable providers.
Direct-broadcast satellite television comes to the general public in two distinct flavors -
analog and digital. This necessitates either having an analog satellite receiver or a digital
[17]
satellite receiver. Analog satellite television is being replaced by digital satellite television
and the latter is becoming available in a better quality known as high-definition television.
Satellite television in india
Satellite television can be defined as television broadcasting using satellite technology.
Television came to India in 1959 and satellite television in form of Satellite Instructional
Television Experiment in 1975. After 1982 when Indian National Satellite (INSAT) was
launched there came a sharp rise in number of transmitters, began colour television and
telecast of Asiad games increased private investment in television sets. In early nineties
new face of satellite television entered Indian households in the name of Cable & Satellite
television (C&S TV) and transnational content entered Indian households.
Today one third of Indian television households have access to C&S TV. Beginning of
Satellite Television in India was marked by world first technosocial experiment SITE-
Satellite Instructional Television Experiment- for education & development purposes. That
followed number of other experiments like SITE Continuity, School Television, UGC
Country Wide Class Room, Jhabua Development Communication Project, Indira Gandhi
National Open University transmission and lately channels like Training and Development
Communication Channel and Gyan Darshan for educational and social development
purposes.
Technologies per se provide the scope of democratization at the same time creates issues
related to control and access for others who do not own it. The paper examines the notion of
‘satellite television’ as democratizing force and concept of community television sets as one
important component of all development communication experiments in India. The paper
examines various projects and how the technology ‘reached’ ‘the poorest of poor’ and the
divides of ‘rich-poor’, ‘men-women’ ‘urban-rural’ were somewhere brought into main text.
At the same time it reports that satellite television in India has come a long way since 1975-
SITE days but one thing is common over the years that it invariably has remained with
people who ‘had’ and ‘have’ other technologies.
[18]
COMPANY BACKGROUND
Essel group
For over three decades, Essel Group has been a leading business conglomerate having
diverse business presence across media, entertainment, packaging, infrastructure, education,
precious metals and technology sectors. We have created an impressive track record of value
creation in all our businesses that compares well with their respective industry peers. Our
companies strive to bring the latest innovations and the best value offerings to all our
consumers in our quest to deliver the best in class. "Faith in innovative and organized
growth" works as the guiding principle behind every business at Essel and keeps us
committed to enhancing operational excellence through greater focus on innovation and
efficient resource utilization.
[19]
Type Private
Industry Conglomerate
Founded 1976
Headquarters Mumbai, India
Key people Subhash Chandra, (Chairman)
Products cable programming, films, magazines, newspapers, satellite
television, sporting events, television, websites, entertainment,
infrastructure, metals
Revenue US$ 2.5 billion (2010)
Employees 8,000 (2011)
Website esselgroup.com
This journey of a thousand miles began with a single step in 1976 with a commodity trading
and export firm. With its ardent passion and a clear and focused vision, Essel has not only
built and expanded new businesses but has built a formidable and exemplary position in all
these businesses in a short span of time. Essel has grown to become a strong integrated
media network in India with presence across the entire value chain, developing and adopting
new technologies to remain ahead of the growth curve.
Group Profile
»MEDIA
[20]
»TECHNOLOGY
»PACKAGING
»ENTERTAINMENT
»INFRASTRUCTURE
»EDUCATION
[21]
»HEALTHY LIFESTYLE & WELLNESS
»PRECIOUS METALS
DISHTV – SAB PAR DISH SAWAAR HAI
Type Public (BSE: 532839)
Industry Satellite television
Founded 2004
Headquarters Noida, India
Area served India & Sri Lanka
Pakistan, Afghanistan & Nepal
Key people R. C. Venkateish, (CEO)
[22]
Products Direct Broadcast Satellite
Pay TV
Pay-per-view TV
Revenue 1,538 crore (US$278.38 million)(2011)[1]
Parent Zee Network Enterprise (owned by Essel Group)
Subsidiaries Management Services Limited (ISMSL), Agrani
Satellite Services Limited (ASSL) and Agrani
Convergence Limited (ACL)
Website www.dishtv.in
Dishtv is India’s first direct to home entertainment service that has digitalized Indian
entertainment to bring to your home the best in television viewing through the latest in
digital technology. It not only broadcasts high quality programmes straight from the satellite
to your home, but also gives you absolute and complete control of what you watch and pay
for. It is almost like having your own satellite up in the sky.
With dishtv you can unleash the true potential of your high-end television set and complete
your TV viewing experience with true DVD quality. If you are a connoisseur of good sound
then make sure you experience true stereophonic sound effects, which only dishtv can bring
to your home. It takes television viewing to the next level as it supports various futuristic
features like Electronic Programme Guide, Parental Lock, Capacity up to 400 channels,
Games, Interactive TV, Movie on Demand etc.
Also brings you exclusive National and International channels for the first time in India! You
can enjoy all of these never-seen -before channels in uninterrupted viewing without any
transmission cuts.
Brought to you by a Zee Network Enterprise, dishtv has changed the face of the Indian
television home, bringing it at par with the global entertainment industry.
LINEAGE
[23]
dishtv is an Essel Group venture. Essel Group has a vast range of national and global business
interests that include media programming, broadcasting & distribution, speciality packaging and
entertainment.The businesses have close synergies in the areas of content, distribution and
infrastructure.
Essel Group has always been a pioneer – Zee TV the first Indian Satellite Channel ,
SitiCable the first MSO, Esselworld the first theme park, Playwin the first online lottery,
Essel Propack , which is the world’s No. 1 in packaging – are all revolutionary concepts in
their respective fields.
Continuing with the same path-breaking tradition , the group now brings a new era of
premium quality TV viewing. dishtv – India’s first direct-to-home entertainment service.
SATELLITE LINK
dishtv uses NSS-6 to broadcast its programmes. NSS-6 was launched on 17th December, 2002 by
European-based satellite provider, NewSkies (one of the only four fixed satellite communications
companies with truly global satellite coverage)
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 channel offering as NSS 6 offered more
transponder capacity.
DISHTV EDGE
Going the DTH way has a lot of benefits. You are automatically upgraded to a host of world
class features that makes television viewing a pleasurable experience. Have a look at some of
the key add on benefits that dishtv brings to your home.
Digital Picture Quality
The exceptional digital and direct-to-home transmission ensures you
watch all your favourite programmes in true DVD quality.
[24]
Stereophonic Sound
The Direct-to-Home satellite transmission treats your ears to a true
theatre experience by providing awesome stereophonic sound.
Geographic Mobility
No matter which part of the country you are in or moving to, dishtv
with its all India coverage ensures direct signals wherever you are.
Uninterrupted Viewing
With dishtv at your home, as long as your equipment is connected to a
power source you can enjoy uninterrupted transmission of your
favourite programmes.
Capacity up to 400 Channels
dishtv can offer you up to 400 entertaining channels. And that's not all,
every month more channels will be added to provide complete
entertainment to your family.
[25]
Competitors in DTH Industry :
• DD Direct Plus
Doordarshan, the national broadcaster in India, at present has a network of more than 1400
transmitters spread throughout the country and its signals are available to about 90% (DD1)
and 43% (DD-News) population of country. Presently the DD DIRECT+ is envisaged to
telecast 50 free-to-air TV channels (containing both Doordarshan and private channels)
Satellite Earth Station for uplink of signals has been setup at Delhi. DD DIRECT+ would be
totally different, as Doordarshan would not be charging any subscription fee from the
viewers, making the system cheap and affordable for all.
• Tata Sky
[26]
Incorporated in 2004, Tata Sky is a JV between the TATA Group and STAR. Tata Sky
endeavors to offer Indian viewers a world-class television viewing experience through its
satellite television service. over 170 TV channels and services in DVD quality picture and
CD quality sound. 24x7 help. Support in 11 languages Get a 4-day listing of all programmes
on television. You can also set reminders for your favourite programmes. Tata Sky has
redefined the television viewing experience for thousands of families across India. We offer
over 170 television channels in DVD quality picture and CD quality sound along with a host
of new-age interactive services.
• Sun Direct
India's youngest and most exciting state of the art DTH Company.
Sun Direct uses the latest MPEG-4 based technology to increase broadcast capacity. Sun
Direct confirms to provide next-generation services in fast-growing and emerging markets
quickly and efficiently. Sun Direct will be supported by Irdeto's conditional access solution
to manage content and revenues in the satellite broadcasting venture.
Sun Direct selected Oracle based on its convergent multi-service capabilities and proven
real-time scalability allowing it to consolidate billing operations, enable powerful new
service offerings and improve visibility into customer information across services.
• Big TV
[27]
Reliance is excited to present the next landmark of TV entertainment in India. With Big TV
Digital Service, you can experience spectacular entertainment, blockbuster movies, up-to-
the-minute news, and your favourite programs at the click of a button.
Transform your home with Big TV Digital Service, powered by MPEG – 4 technology for
the first time in India. Big TV has fantastic features like pure digital viewing experience,
more channel choice, many exclusive movie channels, easy programming guide, interactive
services, parental control, 24x7 Customer Service and lots more — Ensure a never before
viewing experience with unlimited hours of fun and entertainment for your entire family.
• Airtel Digital TV
Airtel has also joined the Direct-To-Home Satellite TV Services list and has launched the
service today within 62 cities in India in their first phase with 21000 Airtel retail and
relationship centers. The Airtel Digital TV is launched with 175 channels and pricing
packages starting 2499Rs for a 6 months subscription with the channel price bands ranging
from 99Rs to 424Rs a month. Generally most Direct-To-Home setup box dont work in bad
weathers like rainy times but Airtel’s set top box is 20% bigger than other providers to make
sure the service is not interrupted and the subscribers can continue enjoying their tv shows
can watch onscreen account details, book cinema tickets, browse & travel holiday packages,
[28]
make tele-shopping, get city based information guides and also get the stock updates using
widgets along with worldspace radio content, which makes Airtel Digital TV superior than
other providers because they offer seriously extra features which others dont offer.
• Videocon
Videocon d2h brings you India’s 1st real satellite television, via state of art satellites, which
means you no longer have to tolerate all the hassles associated with Cable TV. No more
frustrating disconnections right in the middle of an intense game. And whether you’re
watching a Hollywood thriller or a desi block buster, Videocon d2h results in a”The End” to
all the unnecessary interruptions. Our interactive Direct to Home Services will be available
through Satellite LCD, Satellite TV, Satellite DVD as well as a Set Top Box (STB).We
invite you to experience a world of awesome digital entertainment, crystal clear pictures,
ultra sharp sound and state of art technology which uses the revolutionary MPEG -4 with
DVB S2. Videocon d2h will provide unique active services, multi lingual user interface,
more movie on demand channels, radio channels, cross genre tickers and many more value
added services.
[29]
SWOT ANALYSES
STRENGTHS
Dish TV has the first mover advantage on account of being the first DTH service provider in
India. Being a part of the Essel Group, there is strong promoter backing and committed
investment. Dish TV is also India's only truly national DTH brand, with presence in over
4,000 towns and with an equally strong representation in both Urban and Rural markets.
Sales and Distribution infrastructure is one of the Company's key strengths. The Company
has an extremely cost conscious culture that has resulted in multiple cost management
initiatives making it one of the lowest cost service providers. Strong technology partnerships
with organisations like Conax (Norway) and Open TV (USA) have helped/continue to help
in providing cutting edge features and in maintaining technological leadership. Advance
planning has resulted in adequate transponder capacity to meet the new channel launch
requirements of the Company. This is an area where all other operators are likely to feel
challenged over the next two years.
[30]
OPPORTUNITIES
GDP growth of almost 9% over the last four years has resulted in India's huge middle class
flexing its muscles and an explosion in consumerism. With net disposable incomes on the
rise, Indians are spending like never before on acquiring the latest products and products that
are aspirational in nature. DTH, with its superior quality and wide ranging maneuverability
and flexibility - Active services, Interactive services, multipoint channel viewing, gaming,
Electronic Program Guide etc. - is increasingly being adopted by those who want great
quality TV viewing experience. So far the Company has concentrated on household
customers but a wide scope exists in areas relating to Multi Dwelling Units, Institutions,
Guest Houses, Restaurants, Hotels and other Commercial establishments. Further, the
emergence of large retail format stores across the country is creating a totally new
opportunity. These will become more important as the retail industry in India goes through a
consolidation phase, from its current highly fragmented disposition. As the Industry
matures,value added services will give a boost to ARPU.
WEAKNESSES
The DTH Industry in India is an intrinsically low ARPU market, with one of the lowest rates
in the world. This poses a challenge to the profitability of operators. This will continue till
exclusive content becomes a reality, till people are willing to pay for more content and till
value added services catch on with consumers. In all these areas, the Company has clearly
defined strategies to increase ARPU.
THREATS
India will have between 4 to 5 operators in the DTH space. While this will help in expanding
the market, as happened in mobile telephony, it will also result in higher subscriber
acquisition costs by way of increase in promotional spends and higher subsidy on set top
boxes. IP TV is also likely to come in, but is unlikely to be a major threat. With increasing
competition management of churn and quality of subscriber acquisitions will also be a
challenge.
BCG MATRIX[31]
BOARD OF DIRECTORS
SUBHASH CHANDRA is the Non-Executive Chairman of the Board and promoter of
Essel Group of Companies.
JAWARLAL GOEL is the Managing Director of the Company.
BHAGWAN DASS NARANG is an Independent Non-Executive Member of the Board
ASHOK KURIEN is a Non-Executive member of the Board.
ARUN DUGGAL is an Independent Non-Executive member of the Board.
PRITAM SINGH (Dr.) is an Independent Non-Executive member of the Board.
Eric Louis Zinterhofer is an Independent Non-Executive member of the Board.
LAKSHMI CHAND is an Independent Non-Executive Director on the Board of the
Company.
[32]
MINTOO BHANDARI is a Non – Executive Nominee Director of Apollo India Private
Equity II (Mauritius) Limited on the Board of the Company with effect from October 27,
2010.
SANJAY HIRALAL PATEL is an Alternate Director to Mr. Mintoo Bhandari on the
Board of the Company.
[33]
[34]
FTA ( FREE TO AIR SERVICE )
Company’s objectives for this offer :
We have complied a detailed Usage and Upsell plan for FTA subs basis the brief and
objectives defined below. We would thus be:
1. Pushing Usage and up-sell for 55K FTA subs by increasing the alacarte penetration to
32% from the existing 28%.
2. Pushing Rs.34 per subs existing usage to Rs. 36 per subs.
It is a 2.5 month Plan where we would be dedicating 15 days to each of the following a-la-
carte packs:
· ICP + Set Max bundled Pack @ Rs.50 pm
· Extreme Entertainer pack
· Dish Magic Pack
· Colorfull
[35]
· Other regional packs
Treatment for subscribers have been different for ones:
1. Subs who have an account Balance and
2. Subs who do not have any account balance
FREE TO AIR
Free-to-air (FTA) describes television (TV) and radio services broadcast in clear
(unencrypted) form, allowing any person with the appropriate receiving equipment to receive
the signal and view or listen to the content without requiring a subscription (or other ongoing
cost) or one-off fee (e.g. Pay-per-view). In the traditional sense, this is carried on terrestrial
radio signals and received with an antenna.
FTA also refers to the concept of channels and broadcasters providing content for which no
subscription is expected, even though they may be delivered to the viewer/listener by another
carrier for which a subscription is required, e.g. cable, satellite or the Internet. These carriers
may be mandated (or opt) in some geographies to deliver FTA channels even if a premium
subscription is not present (providing the necessary equipment is still available), especially
where FTA channels are expected to be used for emergency broadcasts, similar to the 112
emergency service provided by mobile phone operators and manufacturers.
Free-to-view (FTV) is, generally, available without subscription but is digitally encoded and
may be restricted geographically.
These channels are described as free, but are more accurately described as free to receive. In
many cases the viewer does in fact pay for them, by various means:
Directly by levy of a license fee (as in the case of the BBC) or voluntary donation (in the
case of educational broadcasters like PBS)
Indirectly Consumer products and services where part of the cost goes toward television
advertising and sponsorship (in the case of Japanese television broadcasters like TV Asahi
and TV Tokyo which relies on sponsorship heavily, similar to Philippine Television like
ABS-CBN, TV5 and GMA)
[36]
Direct & Indirect
One further variation is in Canada, where the CBC Television/Télévision de Radio-Canada
network is partly funded by taxpayer dollars, and otherwise supports itself with commercial
advertising revenues as it competes with other free over-the-air commercial networks.
Free-to-air is often used for international broadcasting, making it something of a video
equivalent to shortwave radio. Most authorized FTA retailers list free to air channel guides
and content available in North America for free to air use.
INCLINING THE DISH FOR FREE TO AIR
Free-To-Air (FTA) satellite television programs give audiences another choice besides cable
and paid satellite companies. Thanks to advancements in technology, the price of FTA
receiver systems has become affordable in recent years, while their capabilities have
improved dramatically. Read on to learn how to install and set up a FTA receiver system.
There are different geo-synchronous satellites orbiting around the earth that broadcast FTA
signals. In this instruction, a free Chinese Mandarin program called CCTV-4 on satellite
Galaxy-3 orbiting 95° West longitude is used as an example.
Freeview (Australia)
Australia has 5 major free-to-air networks: ABC, Seven Network, Nine Network, Network
Ten, and SBS. Traditionally each network had only a single channel in any given geography,
though with the advent of digital television each network now has one extra SD multichannel
7Two, GO!, Eleven and SBS Two respectively, and one HD multichannel 7mate, GEM, One
and SBS HD respectively. The Australian Broadcasting Corporation is exempt from the
policy limiting the number of multichannels, and currently runs three SD channels ABC1,
ABC2 and ABC3, with one HD channel ABC News 24. In addition to their primary channel
(simulcast on both analogue and digital). ABC and SBS channels are available across
Australia; outside the major capital cities, regional affiliates provide channels that are
essentially identical to the metropolitan commercial channels. In addition, Community
television provides one channel in some major cities.
Australia's two main government-owned TV channels, ABC and SBS, along with the digital-
only multichannels ABC2, ABC3 and SBS Two, are both available free-to-air on the Optus
D1 satellite. Viewers in remote parts of Australia can also access Seven Central and Imparja [37]
Television, or WIN WA and GWN in Western Australia, through the free-to-view Optus
Aurora service. Other satellite-only channels such as NITV, TVSN, Expo, Press TV and Al
Jazeera English are available free-to-air on various satellites.
Brazil
In Brazil the main FTA satellite is the Star One C2, it holds approximately 30 C-band analog
channels, including all major networks like Rede Globo, SBT, Record, RedeTV!, Band and
others, and 5 digital HDTV channels.
Europe
European countries have a tradition of most television services being free to air. Germany, in
particular, receives in excess of 100 digital satellite TV channels free to air. Approximately
half of the television channels on SES Astra's 19.2° east and 28.2° east satellite positions,
and Eutelsat's Hot Bird (13° east) are free-to-air.
Germany
In Germany there are various free-to-air DVB-T services available, the number of which
varies by region. Das Erste, ZDF, ZDFneo, ZDFinfo, 3sat, Arte, KiKA and Phoenix are
available throughout the country, in addition to at least one region-dependent channel which
is provided by the regional ARD member. Additionally, ARD's EinsFestival, EinsPlus and
tagesschau24 are variously available in some parts of the country, and various commercial
channels are available in metropolitan areas.
Ireland
In the Republic of Ireland, there are 9 television channels and 11 radio channels broadcast
free-to-air via the DVB-T Saorview service. Analog PAL versions of some of the channels
are also broadcast, but are scheduled to be shut down on October 24, 2012. When this
happens, an additional DVB-T multiplex will be launched, allowing additional channels to
be added to Saorview.
United Kingdom
Freeview (UK) and List of digital terrestrial television channels (UK)
[38]
In the UK, around 70 free-to-air television channels and 25 free-to-air radio channels are
available terrestrially via the Freeview DVB-T service, including up-to four HD channels
(via DVB-T2). In some areas, this is accompanied by PAL simulcasts of five of these
channels (BBC One, BBC Two, ITV1/UTV, Channel 4 and Channel 5), although the last of
these broadcasts are due to be shut down on October 24, 2012. In areas where analog
broadcasts are still active the DVB-T2 multiplex which contains the HD channels is
unavailable.
New Zealand
The national networks, Television New Zealand TV ONE and TV2, as well as TV3, Four
(formerly C4), Prime, Canterbury Television - CTV, Triangle TV and Māori Television are
free-to-air analog signals. Additionally, satellite reception is available on Optus D1 - branded
Freeview. A new Channel - TVNZ6 was introduced which will only be available on
Freeview. A broadcast of parliament and a number of regional channels are also available. A
Digital Terrestrial version of Freeview was launched in 2008, which, unlike the analog and
satellite options, supports high definition broadcasts.
North America
NHK World HD on Intelsat 9 (58°W)
Retro Television Network on AMC 9 (83°W)
NASA TV Multi-channel (NASA HD, NASA Public, NASA Media, NASA Education),
TVU Music channel and This TV on AMC 15 (105°W)
ABC News Now on Galaxy 28 (89°W)
Eternal Word Television Network on Galaxy 17 (91°W)
My Family TV on Galaxy 3C (95°W).
AMGTV and BYU Television on Galaxy 19 (97°W)
Free-to-Air (FTA) is exactly what the name implies. Free-to-Air systems do not require
package programming; the channels are free to view and there are no monthly programming
charges. Free-to-Air channels can be broadcast in either analog or digital signals. Currently
[39]
there are hundreds of freely available channels many of which are international language
channels; many others are special interests channels broadcast in English.
Incredible FTA mainly focuses on selling and supporting digital systems. All the systems
that we offer are DVB (Digital Video Broadcast) compliant. MPEG-II compression is used
to transfer the signals from the satellite down to your receiver.
Providing that you have the right tools and some mechanical ability all of these systems are
relatively easy to install. Incredible FTA can also help you save money by doing your own
installation. We offer step by step guides, support forums and photos to help get you started.
Ku Band and C-Band
Free-to-Air satellite signals come in two types; Ku-Band (small dish), and C-Band (large
dish). Many of the international channels available in North America are broadcast in Ku on
the Telstar 5 satellite. But others are available. Ku-Band systems consist of a satellite
receiver and a remote control as well as a dish that only points to one satellite. If you find
that you need to look at more than one KU-band satellite you may want to purchase a rotor
system which moves the dish to point at many satellites. If you find yourself wanting to
watch a channel broadcast on a C-Band satellite (six foot dish) you will have to stay tuned as
we currently do not support C-Band satellite equipment.
Free-to-Air television is an excellent hobby that will keep you busy with endless hours of
entertainment without monthly subscription payments.
How to install FTA?
Select a location with a direct line of sight in the direction of the satellite. Generally high
locations such as a rooftop or balcony are used. Using an analog compass will make locating
the angle easier. In the example, this would be a location facing 95° southwest.
Secure the dish in the selected position. The dish must be fixed tightly at the mounting
point as it must be able to resist wind force. Otherwise, it might fall and injure people
passing by or damage property below. If the dish is mounted on a wood roof, caulk around
the base to make it waterproof.
[40]
Adjust the dish direction so it points 95° southwest and tilt it up slightly. Tighten the
screws controlling the direction adjustment, but do not tighten them completely.
Connect the satellite finder using the 6 foot long coaxial cable. Turn on the satellite finder
and input the satellite name (Galaxy 3C) and downlink frequency number (11780 Hz).
Continuous beeping with quiet intervals should be heard.
Start rotating the dish and use the beeping to get the horizontal position correct. If the
beeping interval gets shorter, you are moving in the correct direction. If it gets longer, rotate
in the opposite direction
Tighten the rotation control screw completely to fix this angle.
Adjust the vertical angle in the same manner as the horizontal. The receiver dish will
now be positioned to catch the satellite signals at the highest quality and strength.
Connect one end of the long outdoor coaxial cable to the satellite dish.
9Neatly staple the wire along the edge of the roof or balcony. Never leave the wire hanging
freely. It could become a hazard or be damaged.
[41]
FTA IN INDIA
[42]
LITERATURE REVIEW[43]
VOLUME NO. 3 (2012), ISSUE NO. 4 (APRIL)
ISSN 0976-2183
A STUDY ON CUSTOMER BUYING BEHAVIOUR OF DTH SERVICES IN
PALAYAMKOTTAI
T. SAMSON JOE DHINAKARAN
ASST. PROFESSOR
ST. JOHN’S COLLEGE
PALAYAMKOTTAI
DTH Services are in a nascent stage in our country. However, there is a stiff competition
among the present 6 Service providers. Most of the people are confused
with which Service connection can be obtained. Moreover, DTH Service providers are also
perplexed with what channel should be given free of cost and what
channel should be offered at a price. This study aims at with these.
INTRODUCTION
TH stands for Direct-To-Home television. DTH is defined as the reception of satellite
programmes with a personal dish in an individual home. DTH does
away with the need for the local cable operator and puts the broadcaster directly in touch
with the consumer. Only cable operators can receive satellite
programmes and they then distribute them to individual homes. A DTH network consists of a
broadcasting centre, satellites, encoders, multiplexers, modulators and DTH receivers. A
[44]
DTH service provider has to lease Ku-band transponders from the satellite. The encoder
converts the audio, video and data signals into the digital format and the multiplexer mixes
these signals. At the user end, there will be a small dish antenna and set-top boxes to decode
and view numerous channels. On the user's end, receiving dishes can be as small as 45 cm in
diameter. DTH is an encrypted transmission that travels to the consumers directly through a
satellite. DTH transmission is received directly by the consumer at his end through the small
dish Antenna. A set-top box, unlike the regular cable connection, decodes the encrypted
transmission.
OPERATIONAL DEFINITIONS
BUYER BEHAVIOR
Buyer behavior is defined as “all psychological Social and Physical behaviour as potential
customers as they become aware of, evaluate purchase. Consume, and tell others about
products and Services”.
FAMILY
Most consumers belong to a family group. The Family can exert considerable influence in
shaping the pattern of consumption and indicating the decision - making roles. Personal
values, attitudes and buying habits have been shaped by family influences.
REFERENCE GROUP
The concept of reference group is borrowed from sociology and psychology Buyer
behaviour is influenced by the small groups to which the buyer belongs.
SOCIAL CLASS
Sociology points out the relationship between social class and consumption patterns. As a
predictor of consumption patterns, marketing management is familiar with social classes.
CULTURE
[45]
Culture represents an overall social heritage, a distinctive form of environmental adaptation
by a whole society of people, It includes a set of learned beliefs, values, attitudes, morals,
customs, habits and Forms of behaviour that are shared by a society and transmitted from
generation to generation within that society.
OBJECTIVES OF THE STUDY
India faces an acute increase in DTH service connections. Present study is based on the
major objective that to identify the various factors which determine the preference of DTH
service. The following are some other objectives of present study.
· To find the level of brand loyalty
· To know the problems faced by the DTH customers and
· To suggest remedial measure to solve the problems.
METHODOLOGY
The present study is an empirical research based on survey method. Primary data were
collected directly from the respondents by using questionnaire. The relevant secondary data
have been collected from the Journals, and Internet. The researcher has made the convenient
random sampling of 120 Respondents in his report. The Collected data were coded,
calculated and analyzed with the help of statistical tools like measures of central tendencies,
Ranking, percentiles, and tabulation were used. A master table has been prepared to sum up
all the information contained in the questionnaire, with the help of the master table,
Classification tables have been prepared. Classification tables were taken directly for the
analysis.
DIRECT TO HOME (DTH) – AN OVERVIEW
DTH stands for Direct-To-Home television. DTH is defined as the reception of satellite
programmes with a personal dish in an individual home. DTH does away with the need for
the local cable operator and puts the broadcaster directly in touch with the consumer. Only
cable operators can receive satellite programmes and they then distribute them to individual
homes.
SUPERIORITY OF DTH OVER CABLE TV
[46]
DTH offers better quality picture than cable TV. This is because cable TV in India is analog.
Despite digital transmission and reception, the cable transmission is still analog. DTH offers
stereophonic sound effects. It can also reach remote areas where terrestrial transmission and
cable TV have failed to penetrate. Apart from enhanced picture quality, DTH has also allows
for interactive TV services such as movie-on-demand, Internet access, video conferencing
and e-mail. But the thing that DTH has going for it is that the powerful broadcasting
companies like Star, Zee, etc are pushing for it.
HISTORY OF DTH
While today's hot DTH marketplace makes for an exciting story, this is an industry with a
history unknown to most. It is a story of an industry which was never supposed to exist. An
industry born out of the genius of a Stanford University college professor and publicized by
ham radio conversations. An industry that defied all odds to grow from the backyards of
techies and early adapters to today's multi-billion dollar first-line competitor to the cable
monopoly in America. And, it is the story of an industry comprised of thousands of
entrepreneurs who kept the dream alive during long periods of traumatic political and
marketplace upheaval. Come with us now as we look at the people, the events, and the
evolution of the technology.
DTH SERVICE PROVIDERS IN INDIA
DTH services were first proposed in India in 1996. But they did not pass approval because
there were concerns over national security and a cultural invasion. In 1997, the government
even imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was
about to launch its DTH services in India. Finally in 2000, DTH was allowed. The new
policy requires all operators to set up earth stations in India within 12 months of getting a
license. DTH licenses in India will cost $2.14 million and will be valid for 10 years. The
companies offering DTH service will have to have an Indian chief and foreign equity has
been capped at 49 per cent. There is no limit on the number of companies that can apply for
the DTH license. In India till December 2008 there are 7 DTH service Providers are there,
they are as follows
Dish TV DD Direct + Tata Sky Sun Direct BIG TV
Airtel Digital TV Videocon d2h
[47]
AREA PROFILE
Palayamkottai "Oxford of South India" - is a town in the Tirunelveli district in the South
Indian state of Tamil Nadu. It is a part of Tirunelveli Municipal Corporation. It is on the
eastern bank of the Thamirabarani River, while its twin city Tirunelveli is on the western
bank. The archaic word Palayam in Tamil, means a small administrative region or district. A
Kottai is a fort. The word Palayamkottai was hence derived historically from an ancient fort
that was in the centre of the region. Today, the fort lies in ruins and is almost camouflaged
by its surrounding old residential edifices. To anyone who reads about Palayamkottai for the
first time, it may be surprising to see that atlases and other books refer to the city with both,
an M or an N (Palayamkottai or Palayankottai). This uncertainty is because the actual Tamil
word for the city uses an alphabet that is phonetically between M and N, and sometimes even
completely substituted by G (pronounced Palayangkottai in colloquial Tamil). Natively
speaking, it is hence correctly pronounced as Palayamnkottai. Even historically, during the
British Raj, the area was referred to as Palancottah and also Palamkottah. The anglicization
of the word was dropped by the locals immediately after independence, and the city is now
called both Palayamkottai and Palayamkottai according to official government documents
and records. For disambiguation, the city is referred to as Palayamkottai in this article.
Popularly called the Oxford of South India, Palayamkottai is indeed a splendid little student
city. A typical midweek morning traffic jam would be because of thousands of school and
college students rushing to their classes. However, traffic jams are rare because the quiet
little city does not have too many vehicles on the roads in comparison to the much bigger
metropolises of Chennai and Bengalooru (Bangalore).
RESULTS & DISCUSSION
DTH SERVICE WIDELY PREFERRED
The following table shows the date collected for the purpose of knowing what type of DTH
the people prefer the most.
Among the respondents chosen study 54% are using Sun Direct, 22% respondents are using
Dish TV, 14% of the Respondents preferred Airtel Digital TV, 6% have preferred Big TV,
4% of sample DTH users preferred DD Direct Plus. In the study Area of Palayamkottai
TATA SKY has not been mostly preferred by the people. In short majority of the
respondents have preferred Sun Direct DTH Service.
[48]
REASON FOR PREFERRING DTH SERVICE
Next survey is based on the preference of the respondents i.e. what is the main reason for
them to watch the DTH connection. The respondents are classified on
that basis and tabulated as below:
1 To avoid the cable network monthly charges. 4.08 I
2 To watch more no. of TV channels. 3.40 II
3 As I have no cable Network service in my Area, I preferred DTH 3.00 III
4 To have clear picture as I can have good telecasting. 2.70 IV
5 To watch channels which cable networked does not provide. 1.82 V
[49]
Research and methodology
Research objectives:
Research techniques:
Research one: FTA
The research is based on the feedback of the customers on the calls being made in the
following states of INDIA :
• Bihar
• Chattisgarh
• Haryana
• Himachal Pradesh
• Jammu and Kashmir
[50]
• Jharkhand
• Madhya Pradesh
• New Delhi
• Rajasthan
• Uttar Pradesh
• Uttranchal
A questionnaire was prepared on the basis of which the customers were asked to respond
and the analyses have been done.
Research two:
Behavior of customers who were given free offers but did not upgraded
The research is based on the feedback of the customers on the calls being made in
different states of INDIA.
A questionnaire was prepared on the basis of which the customers were asked to respond
and the analyses have been done.
[51]
QUESTIONNAIRES
DISH TV INDIA LIMITED
-QUESTIONNAIRE-
Assessing the FTA customers
Please take a few moments to complete our product satisfaction survey.
Your response will help us to address any issue that you may have as well
as to provide better products and services to meet your needs. Your
response will be kept confidential.
Name of the customer:
Location:
1. Currently you are in a special 3 years pack enjoying 50+ channels.
What channels do you like watching the most in this pack?
……………………………………………………………………………………………
……..........................................................................................................
.................................................................................................
2. Would you like to watch more channels which are not the part of
this pack?
If yes,
a) May I know your preference?
• Hindi
• English
[52]
• Regional
• Sports
• Any other,
……………………………………………………………………
…………………….
If no,
b) What is your preferred type of channel ?
• Hindi GEC/movies
• English GEC/movies
• Music/ lifestyle
• Hindi/ English news
• Kids entertainment
• Infotainment (Discovery, Nat geo)
3. Are you aware of the other packs apart from the base pack ? (yes/
no)
If no,
a) We offer,
• A-la- carte
• Mini a-la-carte
• Higher packs
4. Do you wish to recharge if you get more channels?[53]
If yes,
a) May I know what mode of recharge would you prefer?
• Dealer
• Website
• Mobile recharge
• Home pick
• Credit card/debit card/net banking
If no,
b) May I know the reasons?
• Dealer unavailability
• Not aware
• Inconvenience
• Not interested
• High recharge
• High a-la-carte, if there is any specific a-la-carte,
please mention…………………………………......
5. What recharge value you think is apt according to you?
…………………………………………………………………………………………
….
[54]
6. Do you have more than 1 TV sets? (yes/ no)
if yes,
a) How many?
• 2
• 3
• 4
• 5
b) May I know what service you are using on them?( Cable/
DTH)
7. What made you opt for this pack?
• Pay once for 3 years
• This pack is on another TV which is used less
• Dealer recommends this scheme
• If any other,
…………………………………………………………………………………
……………………………………...
[55]
RESEARCH 2 :QUESTIONNAIRE
DISHTV INDIA LIMITED
Assessing the customers who were given free offers but did not
upgraded
1. ARE YOU HAPPY WITH THE EXISTING CONTENT?
YES/NO
2. WOULD YOU LIKE TO WATCH MORE CHANNELS WHICH
ARE NOT THE PART OF THIS PACK?
YES/NO
IF YES,
A) MAY I KNOW YOUR PREFERENCE?
.....................................................................................................................
.
IF NO,
[56]
B) WHAT IS YOUR PREFERRED TYPE OF CHANNEL?
• HINDI GEC/MOVIES
• ENGLISH GEC/MOVIES
• MUSIC/LIFESTYLE
• KIDS ENTERTAINMENT
• INFOTAINMENT
3. WHAT KIND OF FREE SERVICE WOULD YOU LIKE TO
RECIEVE ON YOUR DISH TV ?
• FREE PREVIEW OF CHANNELS (YES/NO)
10 DAYS
15 DAYS
20 DAYS
30 DAYS
• CASH BACK OFFERS (YES/NO)
• FREE A-LA-CARTE (YES/NO)
• ANY
OTHER,...................................................................................
[57]
4. WOULD YOU LIKE TO AVAIL SUCH OFFER IN FUTURE ?
YES/NO
IF YES,
A) HOW WOULD YOU LIKE TO RECIEVE THE UPDATES
REGARDING THIS ?RATE ON THE SCALE OF 1 TO 5
1 BEING MOST PREFERRED, 5 BEING LEAST PREFERRED
• CALL CENTRE
• VOICE MESSAGE
• SMS
• ON-TV
• WEBSITE
• DEALER
B) HOW WOULD YOU LIKE TO AVAIL THIS OFFER?
• CALL CENTRE
• SMS
• DEALER
• WEBSITE
IF NO,
[58]
C) MAY I KNOW THE REASONS?
• NOT AWARE ABOUT OTHER PACKS
• SATISFIED WITH THE CURRENT PACK
• HIGHER PACK VALUES
• NOT INTERESTED
• ANY
OTHER,..............................................................................
[59]
FINDINGS
RESEARCH 1: FTA CUSTOMERS
TOTAL NUMBER
OF CALLS BEING
MADE
CUSTOMERS
FEEDBACK
NO RESPONSE
340 77 263
No responses comprised of the wrong numbers, numbers not available, either busy or out of
service and other misc reasons.
BASED ON THE RESEARCH QUESTIONS:
1) Channels that the customer like to watch the most under FTA pack
[60]
The channels that have been separated by comma(,) means that the customers like to watch
both of them.
No particular choice means that whatever is available the customer watches and has no
specific choice.
2) Is customer interested in watching more channels that are not the part of
FTA pack ?
CUSTOMERS
FEEDBACK
INTERESTED IN
RECHARGE
NOT
INTERESTED77 44 33
[61]
If the customer is interested in recharge,
A) The preferred choice of the customers
[62]
If the customer is not interested,
B) The preferred genre according to the customers
[63]
3) Customer awareness about the other packs/ ala cartes apart from the
FTA pack
4) Preferred mode of recharge that the customers would like to subscribe
from
[64]
5) The preferred way of subscribing to a pack or ala carte after recharging
the amount
A la carte on SMS, home pick means that the customers prefer both of them
[65]
6) Recharge value according to the customers
7) TV sets owned, service being used on them
[66]
2,1: customer have 2 sets, 1 cable operated,1 dth
2,DTH :both dth operated
Similarily for 3,2 cable and 3,dth
8) Reasons why the customer went for the FTA pack
[67]
RESEARCH 2: FREE SERVICE CUSTOMERS
No response means that the number was not available, wrong number, switched off, call
picked and cut ,busy , language problem and other misc. Reasons.
BASED ON THE RESEARCH QUESTIONS:
1) Customer satisfaction on the content /channels that are being watched currently on
their DISH TV
2) LIKELINESS TO WATCH MORE CHANNELS WHICH ARE NOT THE PART
OF THERE EXISITING PACK?
[68]
TOTAL
NUMBER OF
CALLS BEING
MADE
CUSTOMERS
FEEDBACK
NO RESPONSE
278 70 208
If yes,
A) The preferred types of channels that the customers would like to watch
If no,
B) The genre that the customer is currently interested in watching
[69]
3) Free services that the customer would like to receive on there DISH TV
A) Free preview of channels
From those who are interested, the number of days that they would like to
watch the free preview
[70]
B) Cash back offer
[71]
C) Ala carte
4) Customer likeness to avail any of the offers mentioned in question.3
If interested in availing ,
A) Modes to recieve updates regarding the offers ,preferred order according to the
customer feedback
[72]
B) Prefferred modes to avail the offers
[73]
C) Reasons for being on the current pack
D) Customers feedbacks on asking the question whether they want to upgrade or
subscribe to any pack or any free service offered by DISH TV
[74]
STATE WISE FTA ANALYSES
STATE
CAL
LS
MA
DE
RESPON
DED
KNO
WS
ABOU
T ALA
CART
E
DO
NOT
KNO
WS
ABOU
T ALA
CART
E
INTERS
TED IN
RECHA
RGE
AMOUN
T
PREFER
RED
TYPE OF ALA
CARTE
BIHAR 30 6 2 4 5 100
EXTREME
ENTERTAINER,
UTV PACK
CHATTISGA
RH14 2 2 - - 200 -
[75]
HARYANA 50 8 5 3 4 100
EXTREME
ENTERTAINER,
INFOTAINMEN
T,
HINDI MUSIC
HIMACHAL
PRADESH15 4 3 1 3 100,150
EXTREME
ENTERTAINER,
SPORTS
JAMMU
AND
KASHMIR
9 6 1 5 5 100
EXTREME
ENTERTAINER,
UTV PACK
JHARKHAN
D6 1 1 - - 200 -
MADHYA
PRADESH53 13 5 8 9 100
EXTREME
ENTERTAINER,
UTV PACK
MAHARASH
TRA1 1 1 - - 100 -
NEW DELHI 11 3 3 - 1 100
EXTREME
ENTERTAINER,
UTV PACK
[76]
RAJASTHAN 51 13 9 4 5 100
EXTREME
ENTERTAINER,
COLOURS,
UTV PACK
UTTAR
PRADESH90 17 9 8 10 100
EXTREME
ENTERTAINER,
INFOTAINMEN
T
SPORTS
UTTRANCH
AL10 3 1 2 2 100
EXTREME
ENTERTAINER,
SET MAX,UTV
PACK
CONCLUSION
FTA CUSTOMERS:
Hindi general entertainment preferably ( sony, star plus, colours) channels are the
most being asked for.
Also, hindi movie channels were being asked by the customers.
[77]
Not much asked for the English entertainment and English movie channels but
some people seemed to be interested in it as well.
Channels preference: HBO,WB, star movies and AXN.
Peoples seriously lack the knowledge regarding the packs as well as ala carte.
When being asked for the question that do they know about other packs and ala
cartes,45 % said that they have no idea.
Customers find that the recharging value that is Rs. 200 is a bit higher and should
be less.
In some cases customers were not happy with the customer service that DISH TV
offers, they complained that whenever any issue arise they were not being
addressed in time.
Peoples also lack the knowledge regarding the recharging options that they have
apart from the dealer. Also, many do not have the idea that ala carte can ne
subscribed through SMS service or home pick service is available.
In some cases FTA pack was used by the customers on the television sets which
had less of usage or either they use to watch the remaining channels on the cable
or were using some other DTH service.
The major reason that came out why the customers subscribes to the FTA pack is
the option for paying once Rs. 600 and enjoying this service for 3 years or this
pack is on another TV set which is used less.
[78]
RECOMMENDATIONS
FTA CUSTOMERS
Extreme entertainer ala carte should be given to customers as it was most in demand.
If possible, extreme entertainer ala carte given for a longer term , say for 9 months
offer then,1 month should be free of cost so that customer finds it a bit more
attractive
Indo cricket pack can also be offered in a less cost only for FTA customers as india
sri lanka series will begin soon followed by t20 world cup. It can gain profits.
Offering 1 ala carte say extreme entertainer ala carte for 6 months , providing 1
month subscription of another ala carte free say, extreme entertainer can go with
colours ala carte.
Extreme entertainer along with set max can also work, extreme entertainer has to be
there as it was the most demanded.
If subscribing for extreme entertainer ,free preview of any other alacarte( utv pack,set
max )can be shown so that customer drives in interest and then recharges for it.
Or to avoid loss , extreme entertainer ala carte can go together with any of the hindi
gec/movies ala carte which is free of cost for the organization but customers are
charged if they want to view those channels.
[79]
Promotion can also be done by sending sms as most of the customers do not have the
idea that there are any kind of ala cartes available as well. Recharging value for the
FTA customers should be decreased just on a trail basis to RS. 100 as it was also a
problem for many of the customers as they find it costly and were unable to
recharge .
FREE SERVICE CUSTOMERS
RECOMMENDATIONS ON THE SUBS WHO WERE GIVEN FREE
OFFERS BUT DID NOT UPGRADED
Problems with the channel ( LIFE OK in particular)and some others channels as well
appeared as the customers complained that it was taken back without even notifying
them and when they have paid for it why is it taken back?
Recommendation: even if the channel has to be taken back or some changes has to be
done, the customers should be notified in advance.
70 % of the customers were ready to take free previews of the channels and 45%
believed that it should for a minimum duration of 10-15 days.
Recommendation: the free preview can work if customers are shown channels of
their interest for example, if a customer is on base pack and want to see infotainment,
channels of infotainment should be shown to him instead of free preview of the
channels according to the organization. It should be customer oriented
Cash back offer was unnoticed by some of the customers and when asked for the
same, they answered that the offer was messaged to them so it went unnoticed.
[80]
Recommendation: in this case voice message should be sent or call should be made
to the customers.
56 % also agreed for taking the ala carte but only if interests them.
Recommendation: instead of showing general ala carte, the customer preferred ala
carte should be shown to him so that he subscribes for it.
Sms and call from the call centres is the best mode to provide updates to the
customers as 23 % agreed for it.16 % also agreed for the on-TV messages.
Sms is the best mode to avail the offer , 80 % of the customers agreed to this.
Major reasons that came out why they do not wanted any upgrade is that they are
satisfied with their current pack.
Customers also complained that during light rains or even heavy winds, the signal
quality is either low or the channels becomes unavailable. This should be addressed.
[81]
ALA CARTES BEING USED
[82]
After doing all the research work and coming on to the various
recommendations two out of many different ala cartes were found to be
appropriate if promoted in a correct way to the customers.
These are:
EXTREME ENTERTAINER ALA CARTE
UTV PACK
[83]
OFFERS AND PRICES :
OFFER 1:
Extreme entertainer given for 6 months along
with utv pack(movies,action,bindass) free for 3
months
(Pay for 6 months and get utv pack free for 3
months)
Offer Price = Rs.199 for 6 months
OFFER 2:
[84]
Ala carte
name
Cost/month(
Rs.)
Total
months
Total price(
Rs.)Extreme
entertainer
35 6 210
Utv pack 33 3 99
Extreme entertainer given for 6 months and
being charged for 5 months (Pay for 5 months
and get 6 months subscription)
Offer Price = Rs.175
Extreme entertainer given for 6 months and
being charged for 5 months with 1 month utv
pack free
(Pay for 5 months, get 6 months viewing with
utv pack free for 1 month)
[85]
Ala carte
name
Cost/month(
Rs.)
Total
months
Total
price( Rs.)Extreme
entertainer
35 6 210
Extreme
entertainer
35 5 175
Ala carte
name
Cost/month
(Rs.)
Total
months
Total price
(Rs.)Extreme
entertainer
35 6 210
Extreme
entertainer
35 5 175
Utv pack 33 1 33
Modes being referred for customers:
Free services Modes Free preview of channels OMM is best suited Cash back offers VM is best suited Free ala carte SMS and OMM
FTA MESSAGE DESIGN
OMM
English Character
length
Watch STAR PLUS, SONY
ENT. ,
28
SAHARA ONE, LIFE OK and
SAB TV
30
Enjoy 5 channels @Rs.35pm
only
30
To take this recharge now! 26
Total 114
[86]
Hindi Character
length
Dekhiye STAR PLUS, SONY
Ent.,
29
SAHARA ONE, LIFE OK aur
SAB TV
30
sirf Rs. 35 prati mahiney
mein
30
Aaj hi recharge kariye ! 24
Total 113
SMS
English Charac
ter
length
Hindi Char
acter
lengt
hLIFE OK, STAR PLUS, SONY
Ent., SAHARA ONE and
SAB TV. Enjoy these 5
entertainment channels at
just Rs.35pm. To subscribe
to this pack, RECHARGE
NOW
148 Dekhiye LIFE OK, STAR
PLUS, SONY Ent.,
SAHARA ONE aur SAB TV
sirf Rs. 35 prati mahina
ke shulk mein. Dekhne
ke liye aaj hi apna
DISHTV recharge kariye
150
[87]
VOICE MESSAGE
Dekhiye life ok, star plus,sony, sahara one and sab tv sirf Rs. 35 prati
mahina.
Dekhney ke liye aaj he apna DISHTV recharge kariye
ADDITIONAL MESSAGE DESIGNING FOR
Annual sports pack messages for FTA customers
Voice message
Dekhiye Sports Unlimited pure 1 saal keliye! 10 sports channels jaise Star Cricket, Ten
Cricket, ESPN, Star Sports,7 news channels jaise Aaj tak, India tv, ABP news aur 53 DD k
channels jaise B4U movies, ETC, Star Utsav pure 365 dino keliye Annual Sports pack ke
saath sirf 1990 rupaye mein, yani prati din ke sirf Rs. 5.45. Aaj he is annual sports pack se
apna dish tv recharge karein!
Sms main
Hindi Character
[88]
length
Dekhiye Sports Unlimited pure 1 saal
keliye 10 sports chls jaise Star Ckt, Ten
Ckt, ESPN ke sath 60 aur manoranjak
chls sirf Rs1990 wale annual sports
pack mein
160
OMM
Hindi Character length
Sports unlimited 1 saal k liey 30
Star Ckt,Ten Ckt, ESPN ke sath 30
60 aur chnls sirf Rs1990 mein 29
Annual Sports pack recharge karaye 34
Aj hi recharge karaye 21
Total 123/110
PROCESS DOC TO BE RELEASED
FTA Special 6 Month a-la-carte pack (Jul 24, 2012)
Process Name
:-Extreme Entertainer 6 Months pack – FTA
Process
Owners :-
• Packaging & Pricing – Marketing,
• Communication to the market – Marketing & Sales & Customer Service
• Backend Configuration- I.T.
• Terms & Conditions: Legal
Background:-
A research was conducted on the FTA subs in which 78% of the customers
wanted the extreme entertainer ala carte along with hindi movies . Also to
promote the ala carte as most of the customers were unaware about the
channels and services that they can enjoy on their dish tv.
Process
Objectives :-
• To increase ala carte penetration among FTA subs
• To provide value for money long duration a-la-carte packs to FTA subs
[89]
Process
Details :-
Offer:
•Extreme entertainer given for 6 months along with UTV pack
(movies,action,bindass) free for 3 months
(Pay for 6 months and get UTV pack free for 3 months)
Ala carte name Cost/month(Rs.) Total months Total
price( Rs.)
Extreme
entertainer
35 6 210
Utv pack 33 3 99
Total 309
Offer Price = Rs.199 for 6 months
Applicable to –
• Select base of North Gold Cricket + North Family Pack Subs – Active
Recharge Mode subs of
Targets & Costing Financials in Annexure.
Timeline (if
any) :
Start Date–
End Date–
Geography it
is meant for
ROI region
Other details /
Caveats
need to be
specified
1. Offer applicable to Active Recharge mode subscribers of Gold cricket &
North Family Pack subscribers.
2. Cash Back of Rs.10 will be given in 2 parts, once every 30 calendar
days.
3. This offer is not available to Commercial, corporate, VIP, Complimentary
and Non billable connections.
4. This Cash Back offer can be availed only if the subscriber has remained
active on this a-la-carte pack from the date of subscription to the date of
Cash back. Subscriber will not get Cash back in case he remains
[90]
deactive for >=30days, starting from the date of subscription.
PROMOTIONAL EFFECT ON FTA
CUSTOMERS
Promotion ala
carte
Total
Viewers
Mode of sending
updateRounds
Extreme
Entertainer71,861 SMS, OMM 1
[91]
Message
processedPromotion date
Viewers before
promotion( 26th
july)
Viewers after
promotion( 31st
july)
55,255 27th JULY 12 44
Change in
viewership after
promotion
% increase
32 73%
CASE STUDY
Direct-to-Home (DTH) in India: Direct to Loss?
This case study is written to raise an interesting debate on – Even for a disruptive innovation
to be successful, a minimum scale is required. The minimum scale is a function of value
offered and value perceived at least in the beginning.
After cable TV entered India in the early 1990s, the face of entertainment changed
drastically. In a short time, Cable TV made rapid penetration in rural as well as urban India.
However, the inherent nature of the industry, that operated like a cartel dominated by the
Local Cable Operators (LCOs) created many problems operationally and otherwise. For the [92]
parties involved in the industry (broadcaster and cable networks), the major problem was the
extent to which LCOs understated the subscription fees. Subscribers too were upset as the
cheap and unbranded equipments used by LCOs resulted in poor program quality and
frequent disturbances in signal transmission. The Conditional Access System (CAS)
introduced in 2003, also failed to check the problem as many subscribers were unwilling to
switch from the cheap cable alternative. In 2003, another option - Direct-to-Home (DTH)
emerged to give a tough competition to the LCOs. In a short time, many DTH providers -
Dish TV, Tata Sky and Sun direct - mushroomed in the country and succeeded in making a
humble beginning through aggressive marketing. As of 2007, Dish TV had 1.9 million
subscribers, while Tata sky had 1.5 million subscribers. However, these numbers were not
sufficient to compensate for the losses that they were making. Despite such a scenario, new
players - Reliance and Bharti Airtel are planning to venture in DTH business and capture a
major pie of the market.
The case has been structured to analyse and understand:
The reasons for the growth of Cable TV ?
Why a substitute for Cable TV was needed ?
The advantages of DTH over Cable TV ?
Why the DTH companies are incurring losses ?
The future potential of the DTH Industry ?
Whether DTH companies can pick up scale and be profitable in the future. ?
Introduction:
Since Cable TV entered India in 1992, entertainment on television has grown rapidly. Out of
the 71 million TV households in 1999, 32 million had access to Cable TV. However, along
with the soaring viewership complaints on quality also increased. In the cable industry that
runs like a cartel, the control lay with Local Cable Operators (LCOs), who operated in an
unorganised and fragmented way. Viewers had to adjust with poor quality signals, limited
choice of channels and frequent hikes in subscriptions. As a solution to the problem, many
alternatives were tried. In mid-1990s, Multi-System Operators (MSOs) emerged and in 2003,
Conditional Access System (CAS) was introduced to provide better services to the viewers
[93]
through digitisation. However, in spite of offering several advantages over the LCOs, these
options did not work well in the Indian market.
In 2003, a new service, DTH (Direct-to-Home) - a digital transmission of signals directly to
the subscribers' homes through a Set Top Box (STB) entered India. Dish TV launched by
Zee TV promoters (Essel Group) was the first and the leading DTH service provider in India
followed by Tata Sky. To lure customers, DTH players spent heavily on marketing and
slashed prices. However, in the process they incurred heavy losses. Surprisingly, this did not
stop new players from entering the market. Two cash-rich companies - Reliance and Bharti
Airtel - are preparing to flex their muscle in 2008. With a much cheaper and better offering,
while these companies are planning to capture a major pie of the market share, the question
is - can they make profits in this so far loss-making market?
Cable TV in India Till the emergence of Cable TV in India, Doordarshan was the only
broadcasting network. It televised public educative and socio-economic development
programmes and operated as an 'advertisement-free' electronic media. For quiet some time,
Doordarshan's viewership was limited. As television was considered a luxury, not many
homes owned it. However, with the Asian Games held in Delhi in 1982, and the introduction
of colour television sets in the same year, peoples' attitude started changing...
DTH in India Digitalisation of Cable TV took a new form when DTH was launched in India
in 2003. Although DTH services were proposed in India way back in 1996, it was banned for
6 years as the government rejected approval due to concerns over national security and
cultural invasion. To prevent the implementation of DTH service, even the cable operators
had heavily lobbied the government...
The New Indian Consumer India's rapid economic growth since the 1960s brought about
many changes in its consumers. Increase in per capita GDP, resulted in a rapidly growing
middle class (there are nearly 50 million middle class people in India), who with a greater
purchasing power were influencing the consumer markets. Since 1995, Indians, earning
between INR 90,000 and INR 200,000 ($1,969-$4,376) had grown from 18% to 41% in
2005. Known as aspirers, this section is expected to spend up to $1.76 trillion by 2025...
[94]
REFERENCES
http://ygraph.com/graphs/pestanalysis-20111014T001517-x3rhav6.gif
http://www.dishtv.in/Library/Images/Mgmt.%20Discussion%20&
%20Analysis905787964.pdf
http://www.dishtv.in/
http://www.defcon.org/images/defcon-11/dc-11-presentations/dc-11-OldSkoolS/dc-11-
OldSkoolS.pdf
http://agropedia.iitk.ac.in/openaccess/sites/default/files/MDC%2023.pdf
[95]
http://www.imediaconnection.in/article/834/Digital/DTH/dth-gathers-traction-in-india-
touches-44-million-subscribers.html
http://www.scribd.com/doc/33807723/Summer-Report-on-DISH-TV
http://www.ibscdc.org/Case_Studies/Strategy/Business%20Models/Direct-to-Home-Case
%20Study.htm
http://www.google.co.in/#hl=en&sclient=psy-
ab&q=literature+review+on+dth+services+in+india&oq=literature+review+on+dth+services
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.0...1c.--7qmnmyq-
4&pbx=1&bav=on.2,or.r_gc.r_pw.r_qf.&fp=30dab6167dc53905&biw=1097&bih=554
http://esselgroup.com/
http://en.wikipedia.org/wiki/Essel_Group
http://en.wikipedia.org/wiki/Dish_TV
https://mail-attachment.googleusercontent.com/attachment/?
ui=2&ik=cbb1a934f1&view=att&th=137df42666c37c53&attid=0.2&disp=inline&realattid=
f_h3ck34v80&safe=1&zw&saduie=AG9B_P8mFpAuqApWy7xqgSvyon8d&sadet=134620
8618799&sads=7vCrpGD3LD7InRy1dNgU2vZ4llE&sadssc=1
www.thehindubusinessline.com
http://www.saveondish.com/forum/T-exclusive-dishtv-fta-offer-for-90-deactive-subscribers-
get-all-fta-channel-600-and-choose-any-alacarte-pack
http://www.wikihow.com/Install-and-Setup-Free-to-Air-Satellite-TV-Program-Receiver-
System
http://www.incrediblefta.com/freetoair/#
http://www.wikihow.com/Install-and-Setup-Free-to-Air-Satellite-TV-Program-Receiver-
System
[96]
[97]