Prepared by: Aditya Sarma (10012236) Surendra Swami (10010841)

Market Analysis

Ghar aayi zindagi

Introduction

• Dish TV India ltd is an Indian company engaged in the business of providing direct to home(DTH) satellite television service, which include telepot service, customer support and transponder space leasing.

• Dish TV is a division of Zee Network Enterprise.

• Dish TV was officially unveiled to public on 2nd October 2004 with handful channels that too of just Zee network and free to air on offer .

• Dish TV, the direct-to-home arm of Zee Entertainment features at #5 in the list of media companies in the Fortune India 500 roster of India’s largest corporations.

• Dish tv has presence not only in India but also in several other nations

Rise of Dish TV.• In cable operators case, only

few of the customers got clear quality picture.

• When dish TV was launched there were 134 million households which had TVs .

• Dish tv was initially started in the 4 metros of the country

• It later targeted the rural market which had little access to cable TV.

• It soon became Asia’s largest DTH player.

• Market growing at 17% growth rate to 41,600 crore by 2015.

Business Model• In the television value chain there are four different participants-content

creators(UTV, Balaji etc), Broadcasters(star plus, zee tv, colors),distributors and end user.

• Direct link between broadcasters and end user.

• It earns majorly from subscriptions and carriage fees

• The more people recharge more would be the earning.

• More deals with channels and thus more carriage fee.

• It was a successful as the prices were cheap as compared to the LCO and they also assured of quality viewing experience as well as much improved customer service

• Per subscriber model which has led to decline in set top box cost ,the amount is paid from subscription revenue.

Services• 250 video channels and 21 audio channels.

• Customized features like Movie on demand service, South pack, Sports pack.

• Short term and long term subscription plans.

• Extra features like games, job search, banking etc

• Highest no. of HD channels.

• TV recording.

• Signal meter for checking signal strength.

• Multiple tv connections.

• Dish TV has a 24X7 call center with 1,600 seats in 11 different languages

Distribution

• It has 9,000 outlets to sell its wares, 100 vans to sell the kits and 150 Dish Care centers.

• It has a huge distribution network of about 650 distributors and 45,000 dealers spanning around 6,500 cities and towns across the country.

• Dish TV has presence not only in India but also in several other nations.

Promotions

• Sharukh khan is the brand ambassador of dish tv.

• It is the official sponsor of KKR.

• Dish Network and Southwest Airlines launched a partnership that will provide passengers with free in-flight TV service and give new Dish subscribers a free airline ticket.

• Dish TV organized an event for its dealers along with their families in which the chief guests were Jacques Kallis, Sunil Narine and Yusuf Pathan from Kolkata Knight Riders (KKR).

• Launch of HD services to provide services to kingfisher airlines.

Competition

• Being the first mover, Dish TV has incurred huge expenses on spreading awareness of the product and launching brand building on a pan-India basis.

• Tata sky entered in 2006 with latest technology and cash.

• Due to this, they had to decrease their prices considerably.

• Tata sky as an indirect marketing tool.

• Much better services than Tata sky due to first move.

• Dish TV had advantage over tata sky due to their low prices.

Players in D.T.H

• DISH T.V

• TATA SKY

• BIG T.V

• SUN DIRECT

• D.D. DIRECT

• Airtel TV

SWOT Analysis

Strength S• Brand Name• Largest no. of channels.• Large customer base.

Weakness

W• Skilled labor• Satellite technology• Viewer migration• signals

Opportunity

O• Technology.• Distribution.• Value Adding

Threat

T• Climate• Cinema halls• Economic downturn• Apple IP TV

PESTEL Analysis

Political• Changing policies in foreign direct investment(FDI).• DTH providers would be given a year's time to set up an earth station in India.• Implementation of DAS(Digital Addressable System).

Economic• Entertainment tax and service taxes.• Inflation.

Social• Younger generation is moving towards HD TVs.

Technological• TV recording.• Increase of bandwidth• Transmission of HD channels .

Environmental• Wheather conditions effect transmission.

Legal• Profit share with TV channels.