PresentationOn

Airtel Digital TV.

WAR IN SKY

DIRECT TO

HOME

ABOUT DTH

DTH stands for Direct-To-Home television.

A wireless digital audio / video service is delivered through satellite.

Idea was 1st proposed in 1996, but they did not pass approval because there were concerns over national security and a cultural invasion.

Govt. putted a ban 1997 when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India.

Passed approval in 2000 but the signals can be transmitted through Indian satellite only.

PLAYER’S IN D.T.H

• DISH T.V

• TATA SKY

• BIG T.V

• SUN DIRECT

• D.D. DIRECT

• Airtel TV

• VIDEOCONE TO BE LAUNCH

ABOUT AIRTEL DIGITAL TV

Parent : Bharti AirtelLaunch on : 9 Oct. 2008Headquarters : MumbaiArea served : All over IndiaKey people : Sunil MittleCEO : Manoj KohliBrand Ambassador: Saif Ali Khan and Kreena KapoorProducts : Direct broadcast satelliteWebsite : www.airtel.in/digitaltvSlogan : “ Come Home to the Magic “

Present Situation : 21,000 outlets including ARC with1 mn subscriber

ResearchBanking on Airtel extensive research, they have zeroed down upon the consumer preferences. Airtel will offer universal remote for both Set Top Box and TV to offer customer convenience, which is a first time in the DTH sector.

Airtel will offer 10 world space channels on the platform.

The penetration of the market is just about 3 percent. We have just seven million DTH custome.This is a right time for Airtel rs in the country.

The launch of Airtel digital TV is the culmination of our three screens strategy, which is to be present across mobile phone, computer and TV screens.”

Journey of launch Airtel DTH Service was expected from Jan 2007 after the

launch of INSAT 4CR satellite by September 2007. Received the Letter of Intent (LoI) for commencing its

DTH services from the Union Ministry of Information & Broadcasting on New Delhi, August 7, 2007.

Plans to launch the Direct To Home (DTH) [satellite TV broadcast] services by the last quarter of FY 2007-08.

Get license to invest Rs 150 cr in Phase I. Digital TV is launched with 175 channels and pricing

packages starting 2499Rs for a 6 months subscription.

Contd…• Seems Airtel shares transponder space with Reliance Big

TV• Set-top boxes will be manufactured and branded as Betel

manufacturing unit of Bharti• Although Airtel Digital TV is not launched all over the India

but only launched on 62 big cities but it is going to launched Nation wide from 9th January 2008

Major Competitor

1. DISH T.V with 4million subscriber

2. TATA SKY with 2.7 million subscriber

3. BIG T.V half million subscriber

Bollywood war on DTH Turf• Tata sky – Amir Khan.• Dish TV - Sharukh khan• Big TV - Abhishek Bachhan

• Airtel digital TV started its ad campaign with a teaser ad See you at home Soon without any other info. Its advantage was taken by big tv which later on showed similar ad giving a name to it as big tv's Ad with a slogan Ho Toh Big Ho.

• Later on Airtel hired many brand ambassadors including A R Rahman, Saif Ali Khan, Kareena Kapoor, Vidya Balan, Madhavan, Zaheer Khan, Gautam Gambhir.

Brand Ambassador Of Airtel TV

• SA

FEATURES Universal remote for both Set Top Box and TV that offers enhanced viewer convenience;Highest Set Top Box memory enabling more interactive applicationsAmazing games with high quality graphics, refreshed every 6 weeksWorldSpace Radio channels without any extra cost!Interactive applications such as

iMatinee (Book cinema tickets), iTravel (Browse and book travel packages), iShop (Shop on TV for your favorite brands), iCity (Get your city’s information) and Widgets (Update yourself on latest stock news).

Contd…

• Providing DVD quality picture and picture quality is flawless, looks amazing on TVs no matter what size and VCD type sound system

• Their main attraction is their Set Top Box as the appearance of the Airtel STB is very sleek and stylish

Strengths For Future• High growth chances.• Foreign technology.• Standard product.• Active news, active cooking, active learning.• Language option.• Bargaining prices• Advertising strategies• Pricing• Promotional activities• C:\Users\Compaq\Desktop\video[4].flv

PRESENTED BY:

• MRITYUNJAY KUMAR• PRIYA GUPTA• PRABEEN KUMAR• PALLAVI SINGH • NANDAN KUMAR• NAVEEN YADAV• MUKESH KUMAR