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PROJECT REPORT
On
DTH INDUSTRY- Trade & Consumer Preferences: With a special
focus on BIG TV
For
Towards partial fulfillment of requirement
For the award of the degree of
Postgraduate Diploma in Management
From
Siva Sivani Institute of Management
Secunderabad
Submitted by Under Guidance of
Amrit Singhania Mr.N. Ramadas DasariPGDM TPS - B Project Guide
Roll no: 18063
Academic Session 2009 2011
Siva Sivani Institute of ManagementNH-7, Kompally, Secunderabad (A.P.) INDIA 500014
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Contents
ACKNOWLEDGEMENT .............................................................................................................. 3
DECLARATION .......................................................................................................................... 4
CERTIFICATE............................................................................................................................. 5
Chapter 1 ................................................................................................................................ 6
Introduction ............................................................................................................................ 7
Scope of the Study .................................................................................................................. 8
Significance ofthe Study ....................................................................................................... 8
Objectives of the study ............................................................................................................ 8
Literature Review.................................................................................................................. 9
Scheme of Dissertation.......................................................................................................... 10
Chapter 2 .............................................................................................................................. 11Industry Profile ................................................................................................................... 12
Company Profile ..................................................................................................................28
Chapter 3 .............................................................................................................................. 36
Research Methodology ........................................................................................................ 37
Introduction..................................................................................................................... 37
Research Design .............................................................................................................. 37
Sample Profile.................................................................................................................. 37
Tools and Methods Data Collection................................................................................. 38Limitations....................................................................................................................... 39
Chapter 4 ............................................................................................................................... 40
Data Analysis ....................................................................................................................... 41
Chapter 5 .............................................................................................................................. 41
Interpretation and Findings ................................................................................................... 47
Chapter 6 .............................................................................................................................. 50
Recommendations and Discussions...................................................................................... 51
Bibliography ............................................................................................................................ 52Questionnaire .......................................................................................................................... 54
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ACKNOWLEDGEMENT
It is a pleasure to record my thanks and gratitude to persons & organization whose
generous help and support enabled me to complete this study within the stipulated time
period.
At the outset, I am grateful to Reliance Communication (BIG TV Entertainment Ltd.)for
giving me the opportunity. My special thanks to Mr. Vivek Mishra (BIG TV, Sales and
Marketing Head, EAST ) who gave me the oppurtunity to work with the esteemed
organisation under his guidance. I would like to thankMr. Vincent Biswas (Cluster Head,
Kolkata) along with his team who provided every possible guidance and support incompleting my project and a host ofother officials for their active help and cooperation at
each stage ofthe Project.
Lastly, I would also like to express my sincere gratitude to my Project Guide Mr. N.
Ramadas Dasari (Faculty SSIM) who continuously acted like an anchor through out the
project duration.
However I take the responsibility ofall my shortcomings.
AmritSinghania
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DECLARATION
I AnkitSingh declare that this project report titled DTH INDUSTRY- Trade & Consumer
Preferences: With a special focus on BIG TV in Kolkata cluster Region is my original
workcarried out under the esteemed guidance ofMr. N. Ramadas Dasari Rao faculty of
Siva Sivani Institute of Management, Secunderabad for the partial fulfillment of my
PGDM - Triple Specialisationcourse.
Place:Secunderabad. AmritSinghania
Date:
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CERTIFICATE
This is certifying that Mr. Ankit Singh, student of this institution has undergone
specialization project and completed his project work in Kolkata City. He worked on the
topic DTH INDUSTRY- Trade & Consumer Preferences: With a special focus on BIG
TV and completed the project successfully under my supervision and guidance.
I wish him all success.
Place:Secunderabad Mr. N. Ramadas Dasari
Date:
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Chapter 1
DTH INDUSTRY- TRADE & CONSUMER PREFERENCES- BIG TV.
Chapter 1
Introduction
Scope of study
Significance of study
Objective of study
Literature review
Scheme of Dissertation
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Introduction
The reportis an earnest endeavor made to understand the present market scenario ofDTH
industry and the market share captured by the BIG TV in Kolkata Cluster and the other
competitor brands viz., TATASKY, DishTV, Airtel Digital TV, Videocon D2H and SUN DTH.
During the survey the requirement was to see the coverage by BIG TV, and bring out the
potential and loyal retailers so that the company could maintain the market positionin the
existing business. The report also focused upon the finding out the problems faced by
BIGTV customers, distributers and retailers. During the course ofstudy100 top retailers in
Kolkata clusture and 200 customers were selected randomly. Analysis ofall the major DTH
players was done, which are most preferred among the retailers and the analysis was done
to know the reasons oflow market share ofBIGTV. The study was made to make a base in
Kolkata marketbefore the lauch ofnew productby BIG TV HD+DVR. BIG TV encompasses
the penetration of the existing BIG TV product and the market potential for the new
products Advance HD+DVR. The motive was to study the retailers view on the BIGTV
products and services in Kolkata and near by places. The retailers pointed out the problems
and the loop holes in the BIGTV distribution system and the promotional tools, which was
found during the course of the study and recommended various corrective measures for
it.Project also had a focus on addingnew distributers and retailers in distributionchannel
in rural and semi urdan areas around Kolkata.
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Scope of the Study
This study is confined to the analysis of retailers and customers view on products and
services ofReliance BIG TV viz a vizcompetitors in Kolkata and near by places. The study
gave opputunity to understand the distributionchannel ofBIG. The study is conducted in 2
cities Kolkata and including the rural and semi urban areas ofKolkata. Special preference is
given to the study ofcustomer, retailers and distributers problems and grievances. Study
also became a path way to the launch of new product from BIG TV the new advance
HD+DVR set top box with high definition picture quality and recording the firstin India.
Significance of the Study
The project will help Reliance BIG TV to know their target segment and retailers satisfaction with
the companys policies as compared to its competitors. The analysis done on the retailers surveypoints out the key features essential to improve their performance. This study willnot only help to
analyze the various problems associated with the distributionchannel and the distributors but also
helps to understand other factors that influence the buying decision of a retailer like income,
returns, risk, liquidity etc. It also helps to identify the retailers expectations from the company and
how the company canbetter enhance its services to meet the retailers needs best. Apartfrom this
the findings of the study canbe further used for implementation so that the retailers is benefited
which will ultimately benefit the organization.
Objectives of the study
Objective ofstudy is :
y To find ratio ofmode ofentertainment used by kolkata population.
y To find the satisfactionlevel ofpeople with the services used by them.
y Reasons ofnot using DTH services.
y Spreading awareness ofDTH services.
y Finding prospective customers.
y Conversion ofprospective customers to BIG TV customers
y To find the reasons ofcustomer migration to other service provider/ Cable TV.
y To find the view ofconsumers about the DTH services and persuading them to move to DTH
specially BIG TV.
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Literature Review
Since the DTH market in India is tiny and vastly untapped, its potential for growth is
immense. Consider the numbers industry experts are bandying about: Indias TV
viewership is the second largestin the worldwe are adding over 14 millionnew TV sets a
year to the 130 million TV households; of these, 97 million are cable & satellite (C&S)
homes, growing at 25-30% annually.
The DTH marketnow has 14-15 million subscribers, butby 2012, itcould swell to 35-40
million. The DTH marketin India doubled in 2009-10; ofthe 1.75 Crore DTH subscribers in
India, 70% are in rural areas and towns with populations below 10 Lakhs, which has 50%
of12.5 Crore cable TV Homes, are in India.
After its launch in 2003, the Indian DTH industry has come a long way, adding more players
in this business and has beengrowing at a high rate. The industry has survived theglobal
financial meltdown and has come out with high growth numbers in 2009 & 2010.
A neat 20 per cent annualgrowth is being witnessed in the DTH sector in India with over
8.5 million households having digital pay-TV.
According to Harsh Bijoor, a brand consultant, Since Dish TV, the biggest market player on
the Indian soil, has not scraped evenfive per cent ofthe pie, there is plenty leftfor other
players to eat.
Interestingly, the rural rich were the first to positively respond to the advent of DTH
industry and those in the remote areas with no or unreliable access to the cable services
willbe tapped inby the DTH players.
The Indian Readership Survey 2009 R2findings have shown that the Dish TV is the largest
player with over 5.8 million subscribers, followed by Tata Sky, Reliance BIG TV, Airtel
Digital TV and Sun Direct, which has a predominance in the southernzone.
The zone wise analysis puts the westernzone with 4.24 million topping the subscriber base
charts and the North, South and Eastfollowing the lead.
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Scheme of Dissertation
Although we have found outfrom our literature review that DTH industry is having a very
small share in Indian entertainment Industry, A lotcanbe done by various DTH players to
increase the share ofDTH in the pie. Here inis this project we are trying to focus upon the
various factors that are stopping the comsumers of India specially in kolkata region to
switch there preferences to DTH which is much more advance in technology. Despite of
presence of big multinational companies in DTH market like Zee, TATA, Reliance et al.
people are not ready to shift from cable TV. The report also focuses upon the user
preference about various services ofDTH players.
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Chapter 2
DTH INDUSTRY- TRADE & CONSUMER PREFERENCES- BIG TV.
Chapter 2
Industry Profile
y Indian TelevisionIndustry.
y Indian DTH Industry.
Company profile
y Reliance ADAG.
y Reliance Communication.
y Reliance BIG TV.
Departmental Details
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Industry Profile
INDIAN TELEVISION INDUSTRY
The history of Indian Television dates back to the launch of Doordarshan, the countrys
national televisionnetwork in 1959 when the transmission was inblack& white. The 9th
Asiangames which were held in 1982 in the countrys capital New Delhi heralded the mark
ofcolor televisionbroadcastin India.
In 1991, Indian economy was liberalized from the license raj and major initiatives like
inviting FDI, deregulation ofdomesticbusinesses emerged. This led to the influx offoreign
channels like Star TV and creation ofdomestic satellite channels like Sun TV and Zee TV.
This virtually destroyed the monopoly held by Doordarshan.
In 1992, the cable TV industry started which changed the way the average Indian watches
the television. Every city in India had a new breed ofentrepreneurs called as cablewallahs
or Local Cable Operators (LCO) taking in charge of distribution. Since this was a
disorganized sector carrying new channels on the existing infrastructure required new
investments which the operators were reluctant to make. This led to the emergence ofa
new breed of firms called as Multi System Operators (MSO) who had heavy financialmuscles to make capital investments and liaised between the cable operators and the
channels. MSOs provide the feed to the local operators for a fee.
In 1995, government felt the need of regulation in Cable TV and passed the Cable TV
network(Regulation) Act. This was also the time when the state owned Doordarshan and
All India Radio came under a new holding called as PrasarBharati to give them enough
autonomy. The LCOs reported a lower number ofconnections where as the broadcasters
demanded a higher rate. MSOs were finding it difficult to operate under these conditions.
This led to an amendment of the Cable TV networks (Regulation) Act in 2002 to provide
Conditional Access System (CAS). With CAS, the last mile distributioncould be addressable
with accuracy and digitalization of2 broadcast was also possible. CAS was rolled out in
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2003 staring from Chennai and later to parts ofDelhi, Mumbai and Kolkata. On the DTH
front, TRAI issued the guidelines for operating DTH. Countrys first DTH license was
awarded to Dish TV in 2003 which started operations in 2004. PrasarBharati also started
its product DD-Direct+
Figure 1: Changing Modes of Entertainment.
In 2007, TRAI proposed a new initiative by name Headend-In-The-Sky (HITS) model as an
alternative to the existing cable distribution. Instead of the MSOs providing the bundle, there will
be a single HITS operator who will prepare the bundle of channels and beam it to the Headend in
the satellite. With the average Indian getting younger, and hence more likely to spend on
nonessentials, the entertainment industry has the potential to grow explosively in the future. Now
the industry is ready to enter a second stage of growth powered by the twin engines of
technology (availability of quality infrastructure and the accelerated penetration of digital
connectivity) and an enabling regulatory environment.
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DTH INDUSTRY
DTH service was launched back in 2004 by launch of Dish TV by Essel Group's Zee
Entertainment Enterprises. Later on publicbroadcaster Doordarshan launched its free to
air DTH named DD Direct+.
In 2006 Tata teleservices in collaboration with British Sky Broadcasting, a subsidiary of
News Corporation started a service named Tata Sky.
In 2007 the war of DTH heated up when 2 telecom giants Airtel and Reliance
Communications along with a strong south Indian media group Sun TV and Electronics
Company Videocon declared to launch their DTH services.
The south Indian DTH service mostly providingSouth Indian Channels SUN DIRECT was
launched in mid 2008 which provides service inSouth IndianStates and Reliance ADAG
launched their DTH service on 19 August 2008. Later on Airtel launched its services as
Airtel Digital TV on 9 October 2008. As of July 2009 Videocon D2H+ has soft launched in
Haryana, Punjab, Himachal Pradesh, Jammu & Kashmir and Chandigarh.
In the currentcontext ofthe globalfinancial meltdown, the Direct to Home (DTH)industry
in India is in the throes ofmultifarious challenges and opportunities.
The big game is all about shaping up grandiose plans to master the winning rules to
garner as much portion ofthe Indian DTH pie as possible by a handful ofplayers.
Since the DTH space denotes big value, akin to the space occupied by television and
telephony, inter-firm rivalries have thrown up price wars, discount schemes, procurement
oftransponders, ambitious targets for improving the subscriptionbase, popular bouquet of
channels, set top boxes with superior quality of videos, improving content, etc as a
desperate means to entice the Indian viewer. A neat 20 per cent annualgrowth is being
witnessed in the DTH sector in India with over 16 million households having digital pay-
TV.
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According to Harsh Bijoor, a brand consultant, Since Dish TV, the biggest market player on
the Indian soil, has not scraped evenfive per cent ofthe pie, there is plenty leftfor other
players to eat.
In the early 2008, five major players, Zees Dish TV, Tata Sky, Reliance ADAG, Sun Direct
and Bharti Telemedia formed an umbrella body DTH Operators Association of India
(DOAI). Dish TV is the largest DTH provider with a subscriber base of around 5 million,
Tata Sky, a DTH joint-venture Company betweenStar (owned by Rupert Murdoch) and the
Tata Group (20:80), now has around 3.4 millionconnections and the forecastfor 2012 is
that it will further increase to eight million, Sun Direct, the 80:20 JV between the Maran
family and the Astro Group ofMalaysia, over 2.3 million, Big Tv about 1.2 million and Airtel
Digital Tv about 0.3 million subscribers (Source: Business Standard, May 1, 2009).
According to sources, DD Direct Plus has a subscriber base ofabout3-4 million subscribers,
mostly in the remote corners ofthe country notconnected by terrestrial or cable television.
DTH operations in India could be enhanced ifthe dearth ofsatellite capacity is removed by
increasing the number ofavailable Ku-band transponders that at presentis 12 on Insat 4A,
which in turn would mean more channels for viewing.
Tax burdens on DTH are another area ofcomplaint for operators. Around 40 per cent of
revenues are siphoned offto pay taxes and license fee and another 12 per centfor services
imposed by the Centralgovernment. Apart from this, there are entertainment taxes thatdiffer from state to state.
Share of DTH in TV Household
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Still, as DTH is still a relatively new category and most people are hesitant to experiment
with it. Itis therefore imperative for companies such as Tata Sky, Dish TV, and Reliance BIG
TV to educate the consumers about the advantages ofthe service and in turncreate an urge
to investinit.
Pay TV market on Growth Trajectory
Porters Five Competitive forces: Direct to Home
Porters model is based on the insight that a corporate strategy should meet the
opportunities and threats in the organizations external environment. Especially,
competitive strategy should be based on an understanding of industry structures and the
way they change. Porter has identified five competitive forces that shape every industry
and every market. These forces determine the intensity of competition and hence the
profitability and attractiveness ofanindustry.
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The Five Competitive Forces as applied to Direct to Home industry are described as
follows:
y Buyers: Bargaining power of buyers
With enough options to choose both from the point ofalternate mediums like Cable, IPTV
and Terrestrialbroadcast and from the point ofincreasing DTH operators, the consumer is
at his will to decide. Customers willcontinue to have a high bargaining power until DTH
platforms try to differentiate them as superior players with better content and clarity.
y Suppliers: Bargaining power of suppliers
DTH industry relies on three major supplies: Customer Premise Equipment (CPE)
comprising of the satellite dish, Set Top Box with the necessary Access card, the Ku band
transponders in the orbiting satellites and content. With India overtaking Japan as Asias
largest DTH, the bargaining power of Indian DTH operators with CPE supplies have
increased. However, the availability oftransponders is increasingly becoming difficult. The
Ku band transponder is generally provided by Astrix, the commercial wing of ISRO either
through its own satellites or by leasing transponders from suppliers. With only two
domestic satellite launches between 2007 and 2010 and increasing DTH players, Astrix is
in a better position to use DTH as its cash cow for the next5 to 10 years. Also the crash of
INSAT 4C and NSS-8 has worsened the situation of
DTH players. As there is not much of regulation particularly in terms ofchannel pricing,
acquiringcontentfrom the broadcasters is also difficult. DTH vendors are at the mercy of
the broadcasters.
y Potential Entrants: Threat of new entrants
With already 7 players in the DTH space, threat ofnew entrants is relatively low. There is
already enough competition which will discourage new firms to enter this business. While
getting a license is relatively easy, the barriers to entry are high whenitcomes to pricing of
CPE and getting the required transponders.
y Substitutes: Threat of substitutes
DTH faces stiff competition from the terrestrial, cable and IPTV. As per the industry
estimates, there are 130 million TV homes of which 97 million are served by cable and
around 15 millionby DTH with the remaining takenby terrestrial transmission.
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y Industry competitors: Segment rivalry
Presently as on 2010, these are the main DTH service providers in India:
DD Direct state owned free service provider
Dish TV - owned by Essel Group, was the firstcommercial DTH service provider.
TATA Sky owned by TATA group, largest DTH service provider presently in India.
Sun Direct owned by Sun group, primary focus is on low income groups and
regional viewers.
Reliance Big TV - Owned by Reliance group, new entrantinto the market.
Airtel Digital TV Owned by Bhartigroup, new entrant with aggressive marketing
strategies.
Videocon D2H Owned by Videocongroup, new entrantinto the market.
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Market Share
With 7 operational players, the segment rivalry is quite high. The competition from state
owned DD-Direct to private players is negligible from the content point of view as the
number of channels offered by DD-Direct is very limited. However, DD-Direct does not
charge any monthly subscriptionfee which poses a threat to the private players. Between
Dish TV and Tata Sky there is an intense rivalry exhibited by price wars and discount
schemes offered to new connections. Being the first mover, Dish TV has price advantage in
both the STB as well as procuring the transponders. On the other hand, Tata Sky claims its
STB having superior DVD quality video. There is also a competition at acquiring the
content.
SWOTANALYSIS
STRENGTH
Dishtv was the first entrantin the DTH category and has thus become synonymous with the
satellite TV broadcasting business in India. Leveraging its lineage with the Zee group,
dishtv has built a commendable brand and relevant product that answers the consumer
needs for quality entertainment. Some of the inherent strengths stem from a strong
presence all across the geography of India, consumer friendly and pocket friendly multi-tiered and customizable regional packages, abundant transponder capacity to support its
widestcontentbasket, a very strong and diversified content offering addressingconsumers
with diverse needs ofgenres and languages, an extremely costconscious structure and a
superior technology for the entire gamut of services. The technological edge and
differentiation with respect to other brands stands exemplified through its unique offerings
of mobile dish with presence in aircrafts (Kingfisher), navy war ships, mobile vans and
selected railway saloons.
WEAKNESS
The subscriber acquisition cost is still very high. However, compared to the current
industry benchmarks, it stands at the lowestby far. The cost towards acquiringconsumers
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is under constant scrutiny in an endeavour to bring it down. In a market trend of
consumers down sliding on the packaging tiers, due to more value being packaged at the
lowest packs, dish tv has exhibited a growth in ARPU. However, ARPUcontinues to be an
area of concern with the constant endeavour to monitor, upgrade and enhance the
revenues.
OPPORTUNITIES
Indias 127 million television owning households, which define the potential depth for the
DTH category, will act as a low hangingfruitfor adoption. The further roll out ofCASby the
new Government, into more towns will impact the growth rate of the DTH category and
trigger consumers to make a decisionbetween digitalcable and DTH, thereby aidingfaster
expansion of the digital entertainment world. Enrichment ofValue Added Services (VAS)basket with gaming and a host of active services, some going pay, will continue to be
opportunity areas for revenue enhancement. An eventful sporting calendar with the
ensuing Commonwealth games and a series ofCricketing tournaments will act as a catalyst
for this category too. The recent stabilization and a revived hope for bouncingbackofthe
economy as early as the second half of this year will facilitate faster adoption of the
category. Emergence and growth of traffic at the organized retail chains like Bigbazaar,
Next, The mobile store, Reliance digital etc. will also add more visibility leading to better
acceptance ofthe product.
THREATS
DTH is currently a six player market. Price cuts and reduced margins, spurred by severe
competition, can pose a threat to revenue enhancement. Improved quality of services by
digitalcable and IPTV players are potential threats. Churn management and retentioncost
scannegatively impactbottom-lines unless constant attention and Strategy is deployed to
manage and control the subscribers base.
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DTH Market Structure
The DTH market structure canbe classified into three categories; Market leaders, Market
challengers and Market followers. There is intense competition as some of the leading
players have not only succumbed in the sales for acquiringnew customers but has started
losing existing ones to Tata Sky, Big TV and other new entrants.
Market Leader:
Dish TV Indias first DTH service provider launched in October 2003is the marketleader
with 6.4 million subscribers. Dish TV continues to be a market leader with 32% market
share in 7 player scenario on date, with sizeable sales and distribution infrastructure of
over 650 distributors and 45,000 dealers across 6500 towns once again, the largestin the
category. This reach into far flung markets enables building ofa diverse subscriber base
across consumer segments, which are supported by its rich content of regional channel
offerings. Dish tv has maintained its leadership position through animproved market share
of all DTH subscribers. New offers, extensive marketing campaigns have contributed to
impressive subscriber acquisition and are committed to provide the best value to our
customers and investors by enhancing operational efficiencies and by leveraging
economies ofscale.
Market challengers:The gap between the leader and the challengers is decreasingbecause of the increasing
competition and promotion strategy followed by each player.
TATA SKY
In the enormous consumer market thatis India, occasionally an opportunity arises thatcan
create incredible growth and profitprovided those who seek to capture it can move
quickly enough. TATA wanted to capitalize on this opportunity as there was currently only
one player in the DTH market. It was the second Mover after Dish TV leveraging onbrand
TATA and high brand recall. 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. The key business challenge in a
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country like India is meeting customer demandswhich are very dynamic under the
regulatory purview ofthe country.
SUN DIRECT
Sun Direct is the fastest growing DTH service provider havinggarnered over 1.9 million
subscribers since its launch in December 2007 and aims to become one of the leading
players in the DTH space. Sun Directchallenged the existing players by involving them in
the price war by acting as a discounted brand. It started offering subscriptions at as low as
Rs 99 to reach as much at the bottom ofthe market. The biggest differentiator for the brand
is the pricing point which is
lesser than the other brands. The other point of differentiation is with regard to their
distribution channels. It is being made available in most basic shops such as telephone
booths, cycle
repair shops and video parlors. Sun DTH was the first one to move into the MPEG4 league
and soon after the PAN India launch HD services willbe launched. Another firstfrom SUN
DTH is the launch ofexclusive comedy channels for its subscribers.
Market followers:
RELIANCE BIG TV/AIRTEL DIGITAL/VIDEOCON D2H
The approach being followed is of Market Follower (as they are late entrant and theirprimay objective is to attract max subscribers in shortest span oftime.
Consumer Behaviour Pattern
Major Factors influencing the purchase decision ofDTH are as below:
1. Price
2. Customer Service
3. Reception
4. Program choices5. New Technology and
6. Technical Support
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Strategies to sustain in competitive growth market
Advertising & Promotion:
Indian TV channelbroadcast 15.7-mn advertisement every year, which totals to 362-mn
seconds ofTV advertisement every year. India currently has over 400 channels.TV viewer
ship has declined by 5% since 2001. TV broadcasters are expected to increase
advertisement rate this year by 16-18%. DTH industry uses different marketing strategies
for promotion and sales of its products. It gives advertisements with their brand
ambassadors which attractcustomers, door to door selling, on the phone selling, discount
and offer sales, packages, etc. Marketing practices is a continuous process as the
competitionkeeps increasing among the players in the industry. Each player is investinglot
ofmoney in promoting there brands. Many players are making advertisement with movie
actor and actress as brand ambassadors for their products because DTH is mainly
considered with entertainment. Some of the companies like Tata sky is havingSuper Star
Aamir khan as brand ambassador and Airtelis having many film stars like Kareena Kapoor,
A.R. Rahman, SaifAlikhan, etc. Dish TV is also havingSuper Star Shahrukh khan as the
brand ambassador. Sun direct also use southern actress for their brand
promotion.Marketing practices are the decisions takenby the manufacturingcompany to
increase sales, expand themselves into many areas etc. Successful marketing practices
bring sale up, while unsuccessful marketing practices have no impact on sale or negatively
impact sale. Marketing concepts specific to the industry is primarily targeted at a niche
segment who buys the TV sets from the electronic retailchains.
Product Innovation
The concept ofinnovationin DTH industry is INCREMENTAL innovation; everything thatis
done is due to constant research of many marketing and analysts to bring many
innovations to the existing products in the DTH industry. Incrementalinnovationis the apt
innovation which is suitable and all the DTH players are concentrating up on. This
innovation makes the business to grow continuously and brings advantages to the
customers using the products and the service. There are many sources of innovation for
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this industry as mentioned in the above, the technology and the people are the main
sources for the innovation. Customers opinions and their needs canbe served by providing
a service which is matching to their needs and requirements. Digital TV, the DTH service
from Airtel, has announced Indias first skin integration innovation on its EPG screen in
partnership with Yahoo. Yahoo takes forward its latestbrand campaign YOU in this first
ofits kind partnership where an online portal will use DTH as a medium to promote itself.
The Electronic Programming Guide screen on Airtel digital TV is now completely
integrated with Yahoo Indias homepage. Customers will find a message Fill your home
page with all the things that make YOU when they log onto to the EPG screen. A prompting
Red Button will take them to a dedicated landing page that elaborates the offerings on
Yahoo Indias new home page. The YOU campaign enables users to customize the home
page as per their liking and empowers them with the choice to integrate social applicationssuch as Facebookwith their Yahoo homepage. This whole idea was conceived by Network
Play, rightfrom design elements to execution and thanks to Mindshare for buyinginto the
idea and flawlessly helping people execute it. Tata Teleservices Limited has announced a
technologicalbreakthrougha first-of-its kind innovationin India with the launch ofTATA
Photon TV, a new application that allows Tata Photon Plus subscribers to watch live
televisionchannels on their laptops while on the move, and on their personalcomputers at
home and in the office. The Photon TV service is exclusively available to Photon Plus users.
With its growing popularity, Photon Plus has caught the admiration ofmillions ofusers
across the country, with its high-speed data access capabilities and the ease ofmobility.
TATA Photon TV is a personal computer- and laptop-based video streaming application,
which allows Tata Photon Plus users to view live TV feed from various sports, news,
entertainment and regionalchannels, and to watch recorded TV shows from the library (viz
Coffee with Karan, Zoom, Pogo, etc), movies, music and videos on demand.
InternetBrowsingcharges willbe charged as per your Photon+ tariffplan and it would be
applicable while viewing Photon TV. These charges would be over and above the
subscriptioncharges for the Photon TV. (Approximate data usage is 1-2MB per Min). Rate
ofinnovationin this sector is growing at a faster rate in the recent years where as itis not
very impressive before this period. The reasonfor this is the fair competitionbetween the
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all players in this DTH industry. It led to the development ofnew products in this sector
which also led to the diversification of products as there is abolition of entry of foreign
industries into Indian industries initially. It also made the industries in this sector to
establish their own R&D departments for successful product innovations like Airtel Live,
Videocon d2h.
Market segmentation
GEOGRAPHIC SEGMENTATION
In terms ofgeographicallocation, North India and Western India together contribute over 8
million DTH subscribers, while the southern market contributes 3 million. The states of
Maharashtra, Goa, Punjab, Uttar Pradesh, and Rajasthan are the leaders in DTH
subscription, contributing over 6.5 million DTH connections to the overallbase.
y Urban and Rural:
In order to cater to the diverse taste and needs ofboth urban and rural people, operators
provide entirely different range of services and offerings. In rural areas, fleet ofvans for
demos, installation as well as selling hardware and pre-paid vouchers are being used. Most
players are building up their subscriber base by targeting viewers outside the big cities,
which suggests that about60 per cent ofDTH subscribers reside in rural areas and towns
with a population under a million.
y Region and States:
It has come up with special offers for the southern region where regional and sports
channels are viewed the most. Like Ultimate sports bonanza offer Rs 1890 with 3 Months
ofSouth Silver subscription available in Tamil Nadu, Kerala, Karnataka & Pondicherry only.
Ultimate sports bonanza offer - Rs 2490 with 12 Months ofSilver subscription available in
Andhra Pradesh only. Dish TV has structured a basicbouquet of customized package of
channels which are in demand in a particular state at a very affordable price pack like
North diamond packand South diamond pack. Marathichannels namely Star Pravah and
Star Majha for its Marathi speakingcustomers.
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DEMOGRAPHIC SGMENTATION
y AGEandGENDER:
As the marketgets fragmented, niche channels willbecome more and more desirable. The
increased interestin unique contentchannels is inline with the international trend, where
once the market matures, consumer needs come into focus. Thus channels on Education,
Women, Gardening, a variety ofSports, Wellness and Religion, etc. make their appearance.
Most ofthe players in DTH offer niche channels to create a unique and exciting offeringfor
its viewers ofevery age and gender segment. DTH industry mainly concentrates on women
who dont like missing their daily soap and news more ever women are able to learn
English speaking which is a very specialfeature ofDTH. DTH also concentrates onchildren
also by providing them games, dictionary, some discovery videos specially inbuilt, maths,
and science and socialknowledge. It also focuses on old people as it has updated videos of
various holy and religious places. Dish TV recently launched Children Films Festival with a
bouquet ofover 25 super-hitfilms across various categories priced at Rs. 25/- per movie
thus targeting the children segment. Besides this value added services like Games Active,
Bhakti active services etc carters to needs of customers from various age groups and
gender.
y INCOME:
Recognizing the vast differences in tastes and pocket sizes ofdifferentconsumer segments,
content has been aggregated and classified into 4 different packages namely MAXI,
WELCOME, FREEDOM PLUS and FREEDOM packages .While the Maxi and Welcome packs
are price drivers and target high ARPUconsumers, the value packofferings in Freedom and
Freedom Plus packages are volume drivers thatinspire new subscribers to come onboard
through a low price point and basicchannel offering. The strategy is to gradually upgrade
the low ARPU subscriber too, through tailor made add on packs on a-la-carte like movies,
business, etc. basis for specific entertainmentneeds. Keepingincome levels ofconsumers in
mind, operators apprise the consumer of its three tier pricing. It gives a choice to the
consumer to select from a three level flexi plan that bundle three, six or 12 months of
subscription along with the initialbox.
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BEHAVIOURIAL SEGMENTATION
y OCCASIONS:
DTH operators come out with new offers ofchannels or new buyer schemes at relatively
cheaper rates on occasions of festivals or major sports events. For example It offers
benefits to customers like: In a cricket match choosing the language of the commentary,
camera angles, know player statistics and watch match highlights at our will. In the past
Dish TV has come with schemes like Diwali Double Dhamaka (November 2007), the IPL
Pack (April 2010), 'Summer Sports Bonanza' (June 2008), Special Onam Offer for Kerala
(August 2007), World cup offer (March 2007).
y USER STATUS:
Every product has its non-users, ex-users, potential users, first time users and regular
users. In order to attract the non-users and potential users time and againcompetition has
forced players to introduce innovative and exciting consumer promotion offers into the
market. Schemes like World Cup Free Offer, Free bhi Zyaada bhi, AbSabSikandar, and the
landmark Set Top Box Free Offer, have not only added to the pace of acquisitions but
attracted specificconsumer audiences like sports lovers and kids into its fold.
In conclusion, each player has cautiously segmented the market through an expanded
product range at appropriate price points to stay competitive. By offering packages like
cinema active, khel active, movie active, music active is targeting people with specific
lifestyles. Premieringnew movies within weeks oftheir releases is targeted at people who
want to see latest movies at affordable prices. Latest movies are premiered within weeks of
their release. Dish TV has also targeted the youth segment with offers like Michael Jackson
Live inBucharest tour for just Rs 25, Microsoft Xbox 360 Arcade.
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Company Profile
Reliance Anil Dhirubhai Ambani Group
The Reliance Anil Dhirubhai Ambani Groupis among Indias top three private sector
business houses on all major financial parameters, with a market capitalisation of
Rs.325,000 crores (US$ 81 billion), net assets in excess of Rs.115,000 crores (US$ 29
billion), and net worth to the tune ofRs.55,000 crores (US$ 14 billion).
Across differentcompanies, the group has a customer base ofover 100 million, the largest
in India, and a shareholder base ofover 12 million, among the largestin the world.
Through its products and services, the Reliance - ADA Group touches the life of1 in 10
Indians every single day. It has a business presence that extends to over 20000 towns and
4.5lakhs villages in India, and 5continents across the world.
The interests of the Group range from communications (Reliance Communications) and
financial services (Reliance Capital Ltd), to generation, transmission and distribution of
power (Reliance Energy), infrastructure and entertainment.
Reliance ADAG Areas of Businesses.
Reliance Capital Ltd.
Reliance Mutual Fund.
Reliance life insurance Company Ltd.
Reliance General Insurance company Ltd.
Reliance Money Ltd.
Reliance consumer finance ltd.
Reliance Portfolio Management.
Reliance Communication Ltd.
Reliance Telecom ltd.
Reliance CommunicationsInfrastructure Ltd.
Reliance Globalcom.
Reliance infratel ltd
FLAG Telecom.
Reliance BIG TV.
Reliance Infrastructure Ltd.
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Highways
Mumbai metro 1
Speciality Real Estate.
Special Economic Zone.
Reliance Natural Reasources Ltd. Gas Coal Liquid fuel
Reliance Power ltd.
Rosa Butibori Sasan
Sahapur Krishnapatnam Sobla
BSES Delhi
BSES Yamuna Power Limited (BYPL)
BSES Rajdhani Power Limited (BRPL)
Reliance HR Services.
Reliance BPO.
Reliance Transport and Travels.
Reliance Venture Asset Management Limited.
Mudra Communication.
Reliance Big Entertainment
BIG 92.7 FM
BIG Street
BIG Reach
BIG events
BIG live
BIG ND Studio
BIG Music & Entertainment
BIG Home Videos
BIG Synergy.
BIG OYE.
BIG Pictures
BIGADDA.com
BIGFlix.com
BIG Animation
BIG Jump Mobile
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BIG Cinemas
BIG Broadcasting
Jump Games.
Zapak.com
Adlabs Films Ltd. Reliance Media works.
Reliance Health Ventures
Medi Assist India
Medybiz
Institutions
NIS Sparta
Dhirubhai Ambani Institute of Information and Communication Technology (DA-IICT).
Mudra Institute of Communication, Ahmedabad(MICA).
Harmony for Silvers Foundation.
Harmony- the Magazine
Harmony Interactive Centre
Harmony Interactive website
Harmony Research Division
Harmony Silver Awards
Harmony Senior Citizens Run Harmony Art Foundation
Kokilaben Dhirubhai Ambani Hospital & Medical Research Institute.
BSES MG Hospital.
Dhirubhai Ambani Memorial Trust.
Reliance Communications Limitedfounded by the late Shri. Dhirubhai H Ambani (1932-
2002)is the flagship company ofthe Reliance Anil Dhirubhai Ambani Group. The Reliance
Anil Dhirubhai Ambani Group currently has net worth in excess ofRs. 55,000 crore (US$ 14
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billion), cash flows ofRs. 11,000 crore (US$ 2.8 billion), net profit ofRs. 7,700 crore (US$
1.9 billion) and zero net debt.
Rated among "Asia's Top 5 Most Valuable Telecom Companies", Reliance Communications
is India's foremost and truly integrated telecommunications service provider. The
company, with a customer base ofover 100 million including over 1.5 million individual
overseas retailcustomers, ranks among the Top 10 Asian Telecom companies by number of
customers. Reliance Communications corporate clientele includes 2100 Indian and
multinationalcorporations, and over 800 global, regional and domesticcarriers.
Reliance Communications is Indias largest information and communications service
provider with over 100 million subscribers. The company is the realisation ofits foundersdream ofbringing about a digital revolution that will provide every Indian with affordable
means ofcommunication and a ready access to information.
The flagship company of the Reliance ADA Group, Reliance Communications began
operations in 1999 and has over 100 million subscribers today. It offers a complete range
of integrated telecom services. These include mobile and fixed line telephony, broadband,
national and international long distance services, data services and a wide range ofvalue
added services and applications aimed at enhancing the productivity of enterprises and
individuals.
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Reliance BIG TVis a DTHsatellite television provider in India based in Navi Mumbai, using
MPEG-4 digitalcompression technology, transmitting using MEASAT-3 91.5east. It is the
5th DTH service launched in India.
Reliance BIG TV limited is a part ofReliance Communications Ltd., a subsidiary ofReliance
Anil DhirubhaiAmbani Group founded by the Late DhirubhaiAmbani, the Indianbusiness
tycoon and owned by his son Anil Ambani. BIG TV started operations from 19 August 2008
with the slogan "TV ho Toh BIG Ho" ("Ifyou have a TV, make itBIG"). Itcurrently offers
close to 240 channelsand many interactive ones, 32 cinema halls (i.e. Pay per View Cinema
Channels) as well as many Radio channels. The company plans to increase the number of
channels in the near future to 400 and begin High Definition (HD)broadcast. Itis the first
Pan-India DTH provider that uses MPEG-4 for broadcasting. There are also plans to
introduce services like i-Stock, i-News and other such interactive services in the future.
Reliance BIG TV was launched on August 19, 2008 with the sole aim of providing the
consumer with quality and enriched home entertainment service at value-driven pricing.
The available opportunity today is huge considering the fact that India has an existing
population of225 million TV households out ofwhich 130 million are C&S households and
16.5 Million are DTH households. When Reliance BIG TV was launched, the overall DTH
penetration was just about 4 million households.
The pre-launch surveys showed that the biggest stumblingblockin the growth ofDTH was
the accessibility to the product coupled with the fact that the existing players were
charging anywhere between Rs. 3,000 to Rs. 4,000 per connection. Even at that price the
quality ofproductbeinggiven to subscribers was not up to the mark.
This understanding gave them the roadmap to launch Reliance BIG TV. They deployed
superior technology to deliver a good quality product, established a vastnetworkto be able
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to reach out to consumers and finally a good pricing-packaging strategy to attract the
subscriber.
Reliance BIG TV's launch in August was probably the biggest roll-out in home
entertainment ever. They deployed the most advanced MPEG4 technology that enabledthem to deliver best quality digital audio-video to the consumer. That apart, it also got
prepared for the future when Hi-Definition TV will be launched in India because only
MPEG4 technology can support HD TV and not MPEG2 which is used by the earlier entrants
in the DTH industry.
The MPEG4 technology also gave them advantage of broadcasting at least 50% more
channels compared to the competitors. The superior compression technology of MPEG4
helps them to broadcast up to 35 to 40 channels per transponder and with 12 transponders
in hand gave them the unique edge ofbeing able to broadcast over 400 channels. They are
currently utilizing only 8 of their transponders to broadcast over 200 channels. They are
offering Channels in various packages like Value Pack, Bronze Pack, Silver Pack, Gold Pack,
Diamond Pack and Platinum Pack and Reliance BIG TV announces 3 New Packagesw.e.f
from 16th Feb 2010 which are New Value Pack, Bronze Plus Packand Silver Plus Pack.
On5th May 31, 2010 Reliance BIG TV introduced revolutionary HD DVR (High Definition
Advanced Digital Video Recording) service with 16:9 aspect ratio, play, pause, and 200 hrs
of recording facility to its customer. Reliance BIG TV became the first DTH provider to
provide High Definition Video recordingfacility to its customers.
Reliance BIG TV's retailer networkis spread across 100,000 outlets in6,500 towns in India.
This was literally unheard of in the DTH industry. They had effectively out-stripped the
competition here. Whenitcame to pricing packaging, their introductory offer stood at Rs.
1,490/- with 3 to 6 months of free subscription. They also introduced 32 Pay-Per-View
Movie Channels, the highestby any DTH player. Not just that, while other players made
subscribers pay for each movie, Reliance BIG TV introduced the unique concept of
Subscriber-Video-On-Demand (SVOD) under which the subscriber paid a monthly
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subscription ofRs. 50/- to get a 24 x 7 access to the 21 PPV channels showing Hindi and
Regional Films. We were also the first to introduce dedicated PPV channels for Marathi,
Gujarati and Bhojpurifilms.
The BIG
Logo
Unboxed Version BoxedVersion
The bold typeface ofthe BIG logo is a reflection ofits strength and simplicity. The strength
comes from innovation and resolve to be the leading home entertainment and infotainment
platform in the country. Itis supported by the Reliance heritage, superior technology, wide
range of world class offerings and best in class services. Simplicity is essential for
connecting with the wide audience of BIG. It symbolizes the honest and dependable
character ofthe BIG brand. A sign ofassurance. The boxed versionis designed to reinforce
the idea ofBIG. So that it defies all paradigms. The desired vision for brand BIG is to be
Indias premium entertainment brand both in and out of home in this fast changing,
increasingly connected world.
The BIGPersonality
BIG is fun-loving. Itbrims with excitement and enthusiasm. BIG believes in being light-
hearted and doesnt take itselftoo seriously.
BIG is infectious. Its fun-lovingnature and light-heartedness rubs offonits consumers and
spills over in to allits different ventures.
BIG is refreshing. Because of its constant innovations and experiments, BIG always has
somethingnew to say.
BIG is trendy. BIG realizes thatits consumers life style is constantly changing and hence it
innovates to continuously evolve and keep up with the changing times.
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It has got various modes through which it delivers entertainment. BIG is not uni-
dimensional.
The BIGValues
BIG is multi-facetted. BIG aims to provide complete entertainment to individuals or groups
across all ages. To this effect, it adopts a multitude of formats and devices and is able to
reach its consumers, both inside and outside their homes.
BIG is about world-class. BIG has set high standards for itselfand itconstantly endeavors to
meet them. Whether it is pioneering multiplexes or revolutionizing the gaming industry,
through its world class technology, BIG is continuously transforming the face of the
entertainmentindustry across the country.
BIG is vibrant. BIG brims with an unrestrained enthusiasm and meets allits goals with an
unbridled passion and energy.
BIG is engaging. BIG innovates constantly, so that it is always fresh and engaging to its
consumers. It experiments fearlessly and continuously offers its consumers new
experiences.
Products & Services
BIG TV Basic Set top Box.
This product comes with advance high quality Digital Picture with MPEG 4technology, with 5.1 digital sound, more than 230 channels and exclusive 32 cinema
halls packs with lots ofinteractive services like icooking, igames, inews, istocketc.
BIG TVAdvance HD DVR Set top Box.
This productcomes with most advance Indias first Hi- definition Adavance Digital
Video recorder, upto 200 hrs of simultanious recording (maximum by any service
provider), play- pause rewind feature. 1080i- 2 million pixels, 5 times more
sharper picture quality with 16:9 wide aspect ratio. It comes up with Universal
remote control to control all three TV, Settop box and video recorder. All other
features ofbasic set top box are also included in HD DVR settop box.
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Chapter 3
DTH INDUSTRY- TRADE & CONSUMER PREFERENCES- BIG TV.
Chapter 3
Research Methodologyy Introduction
y Research design
y Sample Profile
y Tools and Methods of Data
Collection
y Limitations
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Research Methodology
Introduction
The project was to involve a detail study of the market based on the consumers. The
markets available for the study were the retail shops both organised and unorganised,distributers and apartments and houses. The methodology adopted for eliciting the data
required for the study was survey method.Reputed retail outlets/ distributers selling
different brands of DTH across region were contacted for primary data collection. For
estimating the market potential and our ownbrands market share different methods of
primary data collection were employed in the form of questionnaire, structured and
unstructured interviews.. Aninter brand comparison as well as a brand awareness study to
limited extends was also carried away. A questionnaire with respect to retailers perception
was prepared to draw information about DTH services prevailing in market and
comparitive study between all prevailingbrands.
Area covered included Ultadanga, Salkia, Chandani chawk, Metiabruz, Jadavpur, Garia,
Garia hat, Lake town, Esplanade, Parkstreet, Howrah. Rural and semiurban regionincluded
Bandel, Bally, Uttarpara, Diamond harbour, Churchura, Tarakeshwar
Research Design
Sample Profile
Sampling planconsists of:
a) Sampling Unit: - The randomly selected people.
b) Sample Size: - The sample size is 200 people .
c) Sampling Procedure: -Simple Random sampling procedure was followed.
d) Sampling Method: - Data were collected by survey. The people were directly
contacted and interviewed. Questionnaire and interview method was used to
eliciting the data
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Tools and Methods Data Collection
There are mainly two types ofdata:
1- Primary Data
2- Secondary Data
1. Primary Data Collection: - Primary data canbe collected by three methods:
(a)Observation
(b)Experiment
(c)Surveys
But here, only survey method ofdata collectionis preferred which is very suitable to reach
the appropriate information.
Research Instrument: -Printed questionnaire and directinterview was used as the
research instrument to collect the required information.
The questionnaire focused upon the general perception ofretailers/ distributers about the
DTH services. Questionnaire was made to do a comparative study between all DTH players.
Questionnaire also tried to find out the reasons ofdifference in views ofdifferent retailers/
distributers about different DTH players and services provided by them
Key topics focused through questionnaire
Source ofentertainment used by people.
Satisfactionlevel ofpeople with the services used by them.
Reasons ofnot using DTH services.
Spreading awareness ofDTH services.
Finding prospective customers.
Conversion ofprospective customers to BIG TV customers.
2.Secondary Data Collection: - As secondary data were collected from company records.
A list ofnon performing retailers and distributors were extracted from companys record.
Details of Statistical Tools:-
Pie chart have been used to analyze the data with help ofexcel sheet.
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Limitations
Every workhas its own limitation. Limitations are extent to which the process should not
exceed. Limitations ofthis project are:
1. It was problematic for us to collect the primary data from the Customers as they
were reluctant to give feedbacks
2. Being a metropolitancity the sample size was quite small.
3. The time spanfor the study was only 2 months and area to be covered was limited
to few areas ofKolkata.
4. The difficulty in communication because some of the people were not literate
enough to understand the purpose ofour visit moreover there was a high degree of
mother tongue influence in the villages they could not understand either Hindi or
English they communicated only in their regional language thus making the task
more difficult.
5. Many people didnt express their original perception and views because they
thought that perhaps they could land in problems.
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Chapter 4
DTH INDUSTRY- TRADE & CONSUMER PREFERENCES- BIG TV.
Chapter 4
Data Analysis.
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DataAnalysis
Viewers Ratio
Chapter 5Interpretation :
y There is still a huge amount ofuntapped market available in the Kolkata Region.
68% ofofthe people surveyed still use cable TV for their entertainment. Same is the
senario across the country.
y These is high scope ofmarket expantionfor DTH players.
DTH
32%
Cable TV
68%
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DTH users Ratio
Interpretation :
y TATA Sky is the most tructed brand in Kolkata, Howrah region. Beign one of the
biggest business house of India TATA has great amount of trust on people with
quality ofservice.
y TATA Sky is oldest player in kolkata region this is also the main reason for high
market share
y Airtel and DishTV are the close competitiors. Airtel is emerging as the fastest
growing player in Kolkata cluster.
y BIGTV has very less share with just6%, need lot ofstrategy to gain market share.
TATA SKY
41%
Dish TV
28%
D2H
0%
BIG TV
6%
Airtel
25%
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Reasons for not using DTH
Interpretation :
y High cost ofDTH is the prime resonfor people not using DTH service in their homes. People
are getting Cable TV at a very less initial investment of just ` 200, where as a new DTH
customer has to spend a minimum of ` 1200 as an initial investment, where as monthly
expences ofcable TV varies from ` 90 to ` 150, where as for DTH users basic packwhich
contains approximately 90 channels mostly free to air cost approx ` 125.
y
Due to heavy competioncable TV operators are givingclose competition to DTH players,they have improved their picture quality and most of them are giving their own set top
boxes for better picture quality.
y Non availability of suitable packs is also the big reason, customer have to take different
packs for viewing their fav channels. Eg : english movie pack, sports packetc.
High cost of
DTH43%
Satisfied with
cable TV40%
Not fully aware
of DTH
4%
Non availability
of suitable
packs
13%
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y There exist some places where people are not aware ofthe DTH service ofbenefits
ofusingit.
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Prospective customer choice
Interpretation :
y Due to aggressive advertisement and services Airtelis the firstchoice of49% ofthe
surveyed prospective customers, prime resonbeing that people are more aware of
Airtel , Tatasky and DishTV.
y Only 7% of the people surveyed want to go for BIGTV, prime reasonbeing cheap
services, bad service and non availability ofrecharge vouchers is major factor why
people dont want to use BIGTV.
Airtel
49%
TATA Sky
32%
Dish TV
10%
D2H
2%
BIG TV
7%
Other
0%
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DTH INDUSTRY- TRADE & CONSUMER PREFERENCES- BIG TV.
Chapter 5
Interpretations &
Findings.
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Interpretation and Findings
y There is still a huge amount of untapped market available in the Kolkata
Region.68% ofpeople are using Cable TV and are satisfied with the services givenby
Cable TV operators. These is high scope ofmarketexpansionfor DTH players.y High initial cost of DTH is prime reason for customer not using DTH service,
Customers are satisfied with services provided by their cable providers. Cable
operators are giving on door service on one call where as customers have to
undergo certain process to reach customer care executive ofDTH company.
y There exist some population ofPeople ofrural areas who are not aware ofBIG TV as
a DTH player in market.
y BIG TV is not available with many electronic stores in exterior city region, recharge
vouchers are nbot available in stores. Existingcustomers are also moving away from
usingBIGTV because ofthis reason.
y People are more aware ofTATA Sky, Airtel and Dish TV as compared to BIG TV.
y People from rural and semi urban areas were eager to know and use the services
but proper awareness is lacking.
y Existingcustomers were facing a lot ofproblem as GSK and RCV were not presentin
nearby places.
AIRTEL is fastestgrowingbrand among all players
Airtelis giving more incentives to distributers/ retailers which is provoking
them to sell more airtelconnections, retailers recommends customer to go
gor Airtel also they perfer to sell Airtel DTH.
Availability ofstock(both Set Top Box& Recharge Voucher)in marketis very
good and with incustomers reach.
Best customer care after sales service, service is directly on the hand of
company engineer not on the contractbasis.
Airtel is advertising and coummincation its plans to the public very
efficiently. Proper advertising has helped Airtel to spread awareness among
the public.
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TATA SKY is more over the biggest player in Kolkata market
TATA is the most reliable brand in India and is among the top business
houses in India hense TATASKY has an edge over other players and this
factor is becoming helpfulin sales ofTATASKY in the market.
TATASKY is giving maximum number ofinteractive services as compared to
all other players eg : Active games etc.
TATASKY is havinggood reach to rural and suburban region ofIndia.
It is also able to give good after sales service and also it is having good
customer care service.
Videocon though new in marketbutis also gaining market very fast Videocon has appointed In-shop representatives in big retail stores like
Ezone, Next, Jumbo and also big retailers and distributors to give live
experience to prospective customers etc.
Videoconis succesfully able to give low tariffplans to its customers.
Being the newest player in market it is trying to capture marketby giving
more incentives to distributers/ retailers. Retailers in return are promoting
and suggesting D2H to customers.
BIG TV is struggling though it has been approximately 2 years in operation
Stocks both Set Top Box and Recharge vouchers are not available in market
this is provokingboth existing and prospective to go away from usingBIGTV.
BIG TV is not focusing on advertising its poducts in the market where as
Airtel and Tatasky are proming their product and plan very effectively.
There are few places in rural and suburban areas where people dont even
know whatis BIGTV.
Existingcustomers/ retailers are not happy with after sales service provided
by BIGTV, delay and improper service is major issue why customers are
moving away from usingBIG TV.
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BIG TV is lacking ingood interactive services except32 cinema halls (dish
TV- ICICI active, multi angle viewingin sports. AIRTEL Mobile recording).
Lack of these interactive service is makingBIGTV a normal DTH provider
with no Uunique Selling Proposition.
SWOT Analysis
STRENGTHS
Reliance BIGTV is havinggood Brand
image being among biggest business
house in India.
Reliance is givingBest Picture quality
with MPEG 4 technology and HD
technology.
Reliance is having unique 32 Cinema
halls features .
OPPURTUNITY
Huge amount of cable users a big
untapped market in rural as well as
semi urban areas.
Public is still unaware of the benefits
ofusing DTH services. Reliance BIGTV
can educate these customers.
Reliance is having good reach to
potential customers using mobile
store/ web stores.
WEAKNESS
Distribution channel is major
problem. Reliance is not able to make
trust among the retailers and
distributors.
After sales service is major concern
for the company.
Non availability ofRecharge Vouchure
within customer reach is main
concern
Comoany is not investing in
advertising ofproduct
THREATS
Consumer trust towards AIRTEL or
TATA SKY is more thanBIG TV.
Heavy competition is prevailing in
market that is becoming a trouble to
the comopany
New technology of IPTV coming
upmay ruin the DTH market
More attractive services fromcompetitor eg. ICICI direct on Dish TV,
and world space radio on Airtel
Digital TV
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Chapter 6
DTH INDUSTRY- TRADE & CONSUMER PREFERENCES- BIG TV.
Chapter 6
Recommendations &
Discussions.
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Recommendations and Discussions
y More number ofretailers and distributers should be opened in rural, semi urban and town
areas.
y More ofpromotional activities should be done in places.
y Installation of GSB and other advertisement material should be made to attract more
customers.
y BIGTV should take the help ofits Reliance Mobile distributer channelfor availability ofRCV
in market (reliance world & mobile stores).
y After sales service is the major area to be worked upon.
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Bibliography
DTH INDUSTRY- TRADE & CONSUMER PREFERENCES- BIG TV.
Bibliography
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Bibliography
www.bigtv.co.in
www.rcom.co.in
www.relianceada.com
www.wikipedia.org
Gm.relianceada.com (Gyanmandir Portal Reliance ADAG Intranet)
Indian Entertainmentindustry focus 2010 : Drems to reality CII - KPMG Report.
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Questionnaire
DTH INDUSTRY- TRADE & CONSUMER PREFERENCES- BIG TV.
Questionnaire
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Customer Questionnaire
Name: ______________________ Mobile: __________________ Address: ________________________
What do you use for your entertainment?
a) Cable TV. b) DTH. c) Other.
If you are Cable TVuser Skip to Section B
SectionA
1) Which DTH brand service do you use?
a) Tata Sky. b) Dish TV c) Airtel digital TV d)Big TV
e) Sun direct.
2) Since how long have you been using DTH service?
a) Less than6 months b)6 months - 1 year c) 1 to 2 year d) 2 to 3 year
b) More than3 years.
3) Are you satisfied with the services provided by your DTH service provider?
a) Yes b) No
4) Which packdo you prefer in your DTH?
a) Bronze b)Silver c) Gold d) Diamond
e) Other________________
5) Which active service do you use frequently?
a) Games b) Movies c) Cooking d) Astrology
b) Others, (please specify)____________
6) Does the interactive service offered by the DTH companies influence your decision of
purchasing a particular DTH?
a) Yes b) No
7) Which company DTH commercial have you seen so far on tv?a) Tata Sky. b) Dish TV c) Airtel digital TVs d)Big TV
e) Sun direct.
8) Are you aware ofBig TVs 32 cinema hallfeature?
a) Yes b) No
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Section B
1) Since how long you have been usingcable TV?
a) Past6 months b)6 months- 1 year c) 1-3 years d)3+ years
2) How much do you pay for monthly cable?
a) Up to ` 150 b)`151-`225 c)`226-`325 d)`326-`400
e) Above `400
3) Do you get all your required channels from your cable operator?
a) Yes b) No
4) From the list provided below which DTH players are you aware of?
a) TataSky b) Dish TV c) Airtel Digital TV d)Big TV
e) SunDirect f) Videocon
5) Are you satisfied with the services ofyour cable operator?a) Yes b) No
6) Would you like to change from your cable operator to any ofDTH players?
a) Yes b) No
7) What difficulty you see inchangingfrom cable to DTH?
a) High cost ofDTH,
b) Satisfied with existingcable operator.
c) Notfully aware ofDTH service.
d) Non availability ofsuitable packs.
8) Which DTH player would you like to prefer to take?
a) Tata Sky. b) Dish TV c) Airtel digital TVs d)Big TV
e) Sun direct. f) Videocon(D2H)
9) What will you consider mostin making your choice on DTH services?
a) Picture quality
b) Offers/price
c) Value added services/Interactive services
d) Monthly Packs
e) Brand Image
10)Are you willing to purchase DTH ifoffer is given to you?
a) Yes b) No.
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