Seminar on Direct To Home Technology

SUBMITTED BY Mustahid Ali

ECE-FINAL YEAR

Company overview

• Kortek Electronics, an ISO 9001:2008 certified company establishment in December 2000.

• Kortek Electronics has provided its customers a wide range of products. Currently, we manufacture DVD Players, Digital Set Top Boxes

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Management Team

The management team at Kortek has some of the finest professionals in the Electronics Consumer industry.

• Mr. Y. M. Yoon(Managing Director, Kortek Electronics India Ltd.)

• Mr. Sanjay Arora(CEO, Kortek Electronics India Ltd.)

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How does DTH network work?

In simple terms the service provider broadcasts the signal that is sent to the satellite that then transmits the signal back to earth which is picked up by your dish antenna and fed to your television set.

WHY DTH SECTOR?

DTH is a very attractive sector, on growth front, it has huge opportunities and companies will act aggressively to garner subscribers as it happened in mobile space.

Only 5 million homes have DTH connections out of 75 million cable households in India. This is a positive aspect for this sector.

Some of the features of DTH service are as following:

DTH offers better quality picture than Cable TV. DTH can reach remote areas where terrestrial transmission and cable TV have failed to penetrate. DTH has also allows for interactive TV services such as movie-on-demand , ande-mail. In DTH, the payments will be made directly by the subscriber to the satellite company offering the service.

India currently has 6 major DTH service providers and a total of over 5 million subscriber households.

Tata group and Star network owned Tata Sky Zee group owned Dish TV Sun network owned SUNDIRECT DTH. Reliance owned BIG TV Bharti Airtel’s DTH DD Direct Plus India - DTH Potential DTH to grow from 3.2 mn in 2007 to 43 mn by 2015, with 30% share of Pay TV

COMPANY ANALYSIS - A Birds view of Tata Sky:• Tata Sky launched its services pan-India in August 2006.

• It resulted as a joint venture between the TATA group and the STAR group.

• It has over 147 channels to choose from

• Tata Sky recently launched Tata Sky Plus which uses the personal video recording (PVR) technology that allows consumers to record live.

Few salient features of the Tata Sky are:

Strongly innovative product offerings .

Kick started the category advertising.

Focus on heritage.

Low cost packages to increase penetration.

Tata Sky is collaborating with HUMAX and THOMSON to increase availability of Set Top Box.

Tata sky, in order to increase its rural penetration, has tied up with ITC e-Choupal and Godrej Aadhar

For Effective distribution Tata Sky has tied up with ITC international Business Division

KEY FACTORS OF GROWTH FOR TATA SKY:

The 3 major reasons for growth of Tata Sky that can be explored are: a) SUPERIOR PICTURE QUALITY Unlike analog cable, Tata Sky subscribers can view TV through superior digital DVD quality picture and CD quality sound.b) WIDE ARRAY OF INTERACTIVE APPLICATIONS In order to empower the Indian viewer with choice, control and convenience Tata Sky has a wide array of programming choices and interactive services like Active Cooking.

c) UNPARALLELED CUSTOMER SERVICE Tata Sky has established an extensive customer service network across the country.

PRICING:

The prices of the key brands in the category are as follows:

• • The price per month of Tata sky (South Jumbo Pack - Rs. 310) is less than that of Dish TV .

• Number of channels that Tata Sky is providing (128) is more than the number of channels being provided by Dish Tv (119).

• Tata Sky also provides cost saving economic packages like family and Value packs.

Set Top Box Technology

• The basic Set Top Box (STB) takes the signal from the satellite dish and converts it into a signal that can be used by a TV, sound amplifier, etc.

• STBs can act as a gateway between a television or PC and telephone, satellite , terrestrial or cable feed.

• The analog STB receives encoded/compressed digital signals from the signal source and decodes/decompresses those signals.

• converting them into analog signals displayed on your analog television.

• The STB also accepts commands from the user and transmits these commands back to the network operator.

Types of Set Top Boxes in India

Service providers in India offer three types of set top boxes today:

• Cable Set Top Boxes

• Free To Air (FTA)

• Pay TV Set Top boxes

STB Power Modes

Normally, Set Top Boxes (STBs) have three types of power modes. These are:

a. Active mode or On mode

b. Active Standby mode

c. Passive Standby mode.

Major Players and Market Share

The current players in the DTH industry are:

1.DD Direct of Prasar Bharti comprising of 33 FTA channels and 12 All India Radio Channels

2. Dish TV of ZEE Group

3. Tata Sky – the joint venture between Tata group and Rupert Murdoch’s Sky TV

TATA SKY

• Tata Sky currently has 1.6 mn subscribers as of January 2008.

• Tata Sky has partnered with the global leaders in the space of digital technology to bring a state of-the-art satellite television service to India

• The technology’s feature rich design enables Tata Sky to deliver multiple programming, pricing packages and interactive services to its customers.

• A Set Top Box (STB) consumes a significant amount of energy

• It usually remains in an “On” or “Standby” mode even if the television is switched off.

• We have collected the energy consumption data for both Free to Air (FTA) and Pay TV type STBs from manufacturers

• we collected data on 10 models for Pay TV type STBs and 3 models of FTA type STB.

STB Energy Consumption

Average Energy Consumption Of STB In Active Mode

• The circled data points that the energy consumption of PAY TV type STBs exists in a range of 9W to14W.

• The Active power consumption of FTA type STBs varies across a large range.

• Data provided by manufacturers it varies from 5W to 30W.

• Though we don’t know the market share of the products which are consuming 30W of energy

Average Energy Consumption Of STB In Standby mode

• STBs is the energy consumption in standby mode

• The power consumption in Standby mode in Pay TV type set top boxes is very close to what it is in Active mode

• This is mainly because of the LNB of dish antenna and the two way communication requirement in Pay TV services.

Active Mode• Figure display the market shift of Active or On mode energy

consumption of Pay TV type STBs. • The worst product consumes around 20W of power and

enjoys just over 5% of market share. • The policy case here we have taken is 9W which is 30%

better compare to the power consumption of average product in the market and around 55% better compared to baseline of 20W.

Standby Mode• The standby mode power consumption in Pay TV type

STBs is very close to the power consumption for On mode. Figure 7 below displays the market scenario and energy consumption of Pay TV STB in standby mode.

• The policy case considered is 8W which is again 30% better as compare to the power consumption of an average product is the market.