TABLE OF CONTENTS

S. No. Chapter Name Page No.

1. Introduction of the topic

2. Company Profile

3. Objectives of the Market Survey Report

4. Literature Review

5. Research Methodology

6. Data Analysis & Interpretation

7. Findings of the study

8. Conclusion

9. Suggestions

10. Limitations

11. Bibliography

12. Annexure - Questionnaire

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INTRODUCTION

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INTRODUCTION

This project report is based on comparative study of services provided by Tata Sky

and Dish tv . In this survey report we have analyze the customer’s perception towards

services of Dish Tvand Tata Sky, I will asked some questions to customers through

which I am avail to conduct this survey report. I believe that this project report will help

to the reader for better understanding of the attitude of the customer. The company

profile and product range is given in the beginning of the report. The primary data have

been collected with the help of questionnaire consisting of 11 questions. The sample size

selected is 100. The collected data have been analyzed and shown in the form of pie chart

and pie charts are interpreted into simple language & further concluded.

DTH :

DTH stand 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 operators can receive satellite programmes and they then distribute

them

HOW DOES IT WORKS :

A DTH network consists of a broadcasting centre, satellites, encoders, multiplexers,

modulators and DTH receivers.

A DTH service provider has to lease ku-band transponders from the satellite. The encoder

converts the audio, video and data signals. At the user end, there will be a small dish.

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ABOUT DTH INDUSTRY:

What is DTH?

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 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.

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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 earlier days there was only one TV channel in India the “Doordarshan” channel

Doordarshon was owned and operate by government of India. In those era every home

which had a Tv set used to have its own antenna to capture the signals. The cable

television ordinance law was passed in January 1995. This enabled cable operators to

feed channels and later on private companies were allowed to air their own channels and

this led to the explosive growth in number of tv channels and number of cable operators.

The growth of Tv channels & cable operators created a big industry and market

opportunities.

Until few years back there were as many as 1.0 Lakh cable operators across India.

however the services provided by cable operators were poor. The strikes, increase in

tariff plan, selective broadcast and poor services were major cause of dissatisfaction

among the the customers. This has created an opportunity for DTH, which serves an

immediate threat to the high-end cable networks.

There is an immense opportunity for DTH in India an market. The opportunity in India

almost 11 times that in developed countries like the US an Europe. For every channel

there is a scope for broadcasting it in at least ten different languages. So every channel

multiplied by ten that is the kind of scope for DTH in the country.

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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.

CAS was introduced in metro cities of India to provide the subscriber the choice channel he/she wishes

to view. CAS stands for conditional access system, which is a digital mode of

transmitting TV channels trough a set-top box (STB). The transmission signals are

encrypted and viewers need to buy a set-top box to receive and decrypt the signal CAS

required the subscriber to buy set-top-boxes. The implementation of CAS was focused only on the

big cities of 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.

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By 2016, India will have 141 million pay TV homes, or 84% of total TV homes. Pay TV

households will create revenues of US$10.3 billion. Including DTT and free DTH, India

will have 117 million digital households, or 70% of total TV homes, by 2016.

Who are the DTH operators in India?

Zee group promoted Dish TV was the first to start DTH operations in India. Elow are the

current DTH Operators providing services in India:

1. DishTV

2. Tata Sky

3. Airtel Digital TV

4. Sun Direct

5. Reliance Digital TV

6. Videocon D2H

7. DD Direct

What are the concerns over DTH?

In the absence of regulation, DTH operators may hike their fees arbitrarily. They may

force consumers to pay for bouquets of channels, instead of individual channels. Also

there could be illegal redistribution of DTH feed through multiple distribution units,

amounting to evasion of tax.

DTH versus CAS

DTH does not compete with CAS. Cable TV and DTH are two methods of delivery of

television content. CAS is integral to both the systems in delivering pay channels.

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Cable TV is through cable networks and DTH is wireless, reaching direct to the

consumer through a small dish and a set-top box. Although the government has ensured

that free-to-air channels on cable are delivered to the consumer without a set-top box,

DTH signals cannot be received without the set-top box.

Besides, the monthly subscription cost for DTH and CAS on cable will vary. While you

can opt for a number of channels in CAS, under DTH you have a limited choice

depending on the package you opt for. The quality of the broadcast will be of high quality

with big players in the fray.

DTH versus cable TV

In DTH, TV channels would be transmitted from the satellite to a small dish antenna

mounted on the window or rooftop of the subscriber's home. So the broadcaster directly

connects to the user.

DTH can also reach the remotest of areas since it does away with the intermediate step of

a cable operator and the wires (cables) that come from the cable operator to your house.

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.

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. DTH will not

be able to be an alternative to cable if the initial investment is more than that for cable.

DTH requires initial investment for both a dish antenna and a TV-top box.

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ABOUT DTH INDUSTRY

With the Indian economy booming at a GDP growth rate of 9.4%, there is a sense of

growth prevailing everywhere. The average Indian’s disposable income and purchasing

power has risen to never before levels. The Indian Entertainment & Media industry is

also not far behind. It is currently estimated at a worth of Rs. 450 billion with a CAGR of

18% over the next 5 years. Terms which were alien to Indian like DTH, Digital Cable,

and IPTV are suddenly finding presence in the country’s journals.

Though DTH is comparatively the growth for the digital segment in rural areas were

34%, 49% and 64% in the past three years (source: TAM annual universe update – 2010)

the growth in the rural segment can be attributed to frequent power cuts in the rural areas.

DTH platform gives the rural consumer access to their favorite programs,, with the help

of generators/invertors, which is not possible with the cable service in most of the areas.

A report predicts that India would overtake Japan as Asia’s largest DTH by next year and

be the Asia’s leading cable market by 2010 and the most profitable pay- TV market by

2015. This growth presents a lot of interesting scenarios.

History of Indian broadcasting

The history of Indian Television dates back to the launch of Doordarshan, the country’s

national television network in 1959. Television was then seen as a luxury item that could

be afforded only by a chosen few. The transmission was in Black & White. The 9th Asian

Games which held in 1982 in the country’s capital New Delhi heralded the mark of color

television broadcast in India.

In 1991, Indian economy was liberalized from the license raj and major initiatives like

inviting foreign direct investment, deregulation of domestic businesses emerged this lead

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to the influx of foreign channels like Star TV and creation of domestic satellite channels

like Sun TV and Zee TV. This virtually destroyed the monopoly held by Doordarshan.

In 1992, the cable TV industry started, it has literally changed the way the average Indian

watches the Television. The number of channels increased suddenly from 2 and the real

entertainment started. Every city India had a complex web of co-axial cables running

through the streets with a new breed of entrepreneurs called as cablewallahs of local

cable operators (LCO) taking charge of distribution.

In 1995 government felt the need of regulations in Cable TV and passed the Cable TV

networks (regulation) Act. This was also the time when state owned Doordarshan and All

India Radio came under new holding called Prasar Bharti to give them enough autonomy.

In 2001 TRAI issued the guidelines for operating DTH. Country’s first private DTH

license was awarded to dish TV in 2003 which started operations in 2004. Prasar Bharti

also started its product DD-Di

Current Players

Today the market shares of various players are as follows

Dish TV: 30%

Sun Direct: 25&

Tata Sky: 22%

Big TV: 137

Airtel: 8%

D2H: 2%

India has a total television population of close to 135 million, out of which 80% have

access to cable or satellite (i.e. 108 million). The total DTH subscribers are close to 22

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million. Thus the DTH has market share of approximately 20%. The subscriber base for

DTH in 2006 was meager 1 million. Now for an industry which is just 5 years old, it is a

great achievement.

In 2005 Dish TV was the only player in the DTH industry and was registering subscriber

growth mainly in the areas where cable TV as not available. The subscribers were not

ready for the cost of set top box. In 2007 CAS mandate was introduced in selected metro

cities, where users had to invest in a set top box.

Though the initiative was not very successful, it gave a wider acceptance to the DTH and

consumer became ready to pay for the set top box. Spotting the opportunity Sun Direct

launched its services in 2007 with a drastically low onetime cost involved for the DTH

subscribers. Followed by this Reliance Big TV and Air-Tel and Videocon launched their

services. The market became competitive. Every player came with innovative offerings.

Dish TV offered Movie on Demand free worth the cost of set top box. Air-Tel and Big

TV offered free subscription for first few months etc. All these things were coupled with

aggressive marketing campaign. Tata sky gained the maximum subscribers during this

period.

ENVIRONMENTAL ANALYSIS

a. Threats of substitute.

DTH faces stiff competition from the terrestrial, cable and IPTV. As per the

industry estimates, there are 120 million TV homes, of which 71 million are

served by cable and around 6 million served by DTH with the remaining taken by

terrestrial transmission. As IPTV is a new entrant, there is not much data on

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INDIAN BROADCASTING PIE

b. Terrestrial television

Doordarshan is the world’s largest terrestrial broadcaster with over 1400

terrestrial TV transmitters. The reach provided by this route is phenomenal with

Doordarshan covering 88% of India’s geographical area. Covering the remaining

12% area required substantial capital investments which does not outweigh the

benefits. The transmission was done originally in Analog mode but beginning

from 2002. Doordarshan has partnered with BBC resources – the consulting wing

of BBC, in offering digital terrestrial television. The transmission could be

received using a low cost Yagi antenna.

Even with the wide reach and low cost approach that is possible with this

technology, due to the lack of attractive content, we do not see it as a formidable

threat.

c. Cable TV

Cable TV currently operates in 2 modes viz. through CAS covering cities such as

Chennai, parts of Delhi, Mumbai and Kolkata, and through NON- addressable

system in the rest of the country. As seen in the above fig, cable TV enjoys a big

share in comparison with other mediums.

In case of CAS controlled areas, the subscriber has to either buy or rent the Set

Top Box (STB) to see the pay channels. He can also see 70 odd Free-To-Air

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(FTA) channels. On the other hand, in areas where non-addressable system is

used, all the channels are available without the necessity of any separate receiver.

Irrespective of whether CAS or not, the subscriber can comfortably see the

channels by paying anywhere between Rs. 100 to Rs. 300 per month depending

on the place where he lives.

Due to the phenomenal reach of the cable TV, it poses a serious threat to the

growth of DTH industry. Also there would be resistance from the LCOs lobby as

DTH totally displaces them.

d. Internet Protocol Television (IPTV)

IPTV is a service where television signal are digitally sent over the

telecommunications line. It is often presented as a bouquet of Video (IPTV),

Audio (telephones) and Data (Broadband Internet) services. With widespread

adoption of broadband in the country and the growing techno savvy population,

IPTV has a potential to become a huge success. Telecom companies such as

BSNL and MTNL have spotted these earnings potential and have already started

with trial implementation in cities like Bangalore and Kolkata. Companies like

reliance communication and Bharti Airtel also planning to follow soon.

e. Bargaining Power of Suppliers:

DTH industry relies on three major suppliers: Customer premise equipment (CPE)

comprising of the Satellite Dish, Set Top Box with the necessary Access card, the

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Ku Band transponders in the orbiting satellites and content. With India set to

overtake Japan as Asia’s largest DTH by next year, the Bargaining power of

Indian DTH operators with CPE suppliers have been steadily increasing.

f. Bargaining power of buyers

We would take the entire broadcasting industry for analyzing the bargaining

power of the buyers. With enough options to choose both from the point of

alternate mediums like cable, IPTV and Terrestrial broadcast and from the point

of increasing DTH operators, the consumer is at his will to decide.

Customer will continue to have a high bargaining power until DTH platforms try

to differentiate them as superior players with better content and clarity.

g. Inter firm rivalry

The inter firm rivalry is quite high. The competition form state owned DD-Direct

to private players is negligible form the content point of view as the number of

channels offered by DD-Direct is very limited. However, DD-direct doesn’t not

charge any monthly subscription fee which poses a threat to the private players

who charge monthly subscription charges.

Between Dish TV and Tata Sky there is an intensive rivalry exhibited by the price

wars and discount schemes offered to new connections. Being the first mover,

Dish TV had price advantage in both the STB as well as in procuring the

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transponders. On the other hand, Tata Sky claims its STB offers superior VD

quality Video die to its advanced STB.

While Dish TV is planning to spend Rs. 850 crores over the next 3 years, the rival

Tata Sky is willing to spend Rs. 2000 crores over the medium term. The

companies have also set ambitious targets with Dish TV aiming to reach 4.5

million subscribers in the next 18 to 20 months while Tata Sky aiming for 8

million subscribers by 2012.

Other than the price wars and intense competition in increasing the customer base,

there is also a competition at acquiring the content. Dish TV, Tata Sky and Sun

Direct are part of big groups that also have popular bouquet of channels like Zee,

Star and Sun respectively. The current set of litigations can be grouped into two

categories: the channels indirectly refuse content for DTH operators by charging

when the vendor is already capacity constrained

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COMPANYPROFILE

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COMPANY PROFILE

TATA SKY

Tata Sky, an 80:20 joint venture between Tata Sons and the Star group, provides

satellite television services to Indian viewers. The company was incorporated in

2004 and offers a range of media and entertainment options to customers.

Tata Sky's direct-to-home satellite platform delivers more than 100 television

channels, movies and interactive services for games, learning, recipes, news, chat

rooms, etc. It has state-of-the-art digital infrastructure and a retail network that

covers more than 4,500 towns in India.

SKY Brand

British Sky Broadcasting Group plc (commonly known as BSkyB; trading as Sky)

is a satellite broadcasting, broadband and telephony services company headquartered

in London, United Kingdom, with operations in the United Kingdom and Ireland.

Formed in 1990 by the equal merger of Sky Television and British Satellite

Broadcasting,

BSkyB is listed on the London Stock Exchange and is a constituent of the FTSE

100 Index. It had a market capitalization of approximately £12.6 billion (US

$19.8 billion) as of 23 December 2011, making it the 29th-largest company on the

London Stock

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TATA SKY DTH

Incorporated in 2004, Tata Sky is a JV between the TATA Group and STAR. Tata Sky

DTH endeavours to offer Indian viewers a world-class television viewing experience

through its satellite television service.

TATA Sky is a direct broadcast satellite television provider in India, using MPEG-2 and

MPEG-4 digital compression technology, transmitting using INSAT 4A at 83.0°E.

Its primary competitors are cable television and other DTH service providers—Airtel

digital TV, Reliance Big TV, DD Direct+, Dish TV, Sun Direct, and Videocon D2H.

The TATA Group is one of India’s largest and most respected business conglomerates. It

comprises diversified businesses in sectors such as materials, engineering, services,

energy, information systems & communications, consumer products and chemicals.

The Group and its enterprises have been steadfast and distinctive in their adherence to

business ethics and their commitment to corporate social responsibility. This is a legacy

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that has earned the Group the trust of many millions of stakeholders in measure few

business houses anywhere in the world can match.

STAR is a leading media and entertainment company in Asia. STAR’s parent company,

News Corporation, owns an International group of DTH businesses that include BSkyB

in UK, Sky Italia in Italy and Foxtel in Australia.

History

Is a joint venture between the Tata Group, that owns 60% and STAR Group that owns a

30% stake. Tata Sky was incorporated in 2004 but was launched only in 2006. It

currently offers close to 196 channels (as of december 2010) and some interactive ones;

this count includes some numbers off HD channels offered by Tata Sky (as Tata Sky-HD)

and interactive services also.

In March 2010, Sun Microsystems partnered with Tata Sky to provide IT Infrastructure

solutions and support for the launch of the company's direct-to-home (DTH) television.

The company uses the Sky brand owned by British Sky Broadcasting.

In October 2008, Tata Sky announced launching of DVR service Tata Sky+ which

allowed 90 hours of recording in a MPEG-4 compatible Set Top Box. The remote is

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provided with playback control keys and is being sold with special offers for existing

suscribers. After 2011, TATA Sky+ started selling only HD Version of TATA Sky+

know known as TATA Sky+ HD.

In 2008, Singapore-based Temasek Holdings picked up 10% stake in Tata Sky from the

Tata Group. This has diluted Tata's stake in the venture to 75%.

STAR’s parent company, News Corporation, owns an International group of DTH

businesses that include Sky Italia in Italy and Foxtel in Australia.

REVOLUTIONIZING TV VIEWING

Tata Sky HD

Enjoy a high definition digital TV experience only on Tata Sky HD with great picture

quality, incredibly vivid colours, sharper images and stunning surround sound.

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Tata Sky brings you the latest digital revolution, Tata Sky HD DTH service. With great

picture quality, incredibly vivid colours, sharper images and stunning surround sound,

this new service will give you a breathtaking entertainment experience right at your

home. Tata Sky HD DTH service gives you a better TV viewing experience with an

aspect ratio of 16:9 and 1080i resolution, which means you get to see a lot more of what

you are watching. Subscribe to Tata Sky HD DTH service today, and take your TV

viewing experience to a whole new level.

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Tata Sky HD DTH service offers a wide range of popular High Definition (HD)

channels. With the Tata Sky HD Gold pack, you will get an access to a range of HD

content with channels like Star Cricket HD, Star World HD, Star Movies HD, Star Plus

HD, Star Gold HD, National Geographic HD & Discovery HD World. What's more you

can now watch DLF IPL 2012 in High Definition on MAX HD until the duration of

the series.

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The HD Gold Pack is available at a subscription price of Rs 75 per month. Watch this

space for more entertainment and sports channels that'll be added to the HD Gold pack

soon.

*MAX HD is not a full fledged channel and will be showing HD feed only during the

match duration of DLF IPL 2012.

To enjoy the Tata Sky HD DTH service, you would need a Tata Sky HD Set Top Box

and a High Definition (HD) TV . You will need Tata Sky HD Set Top Box to receive the

satellite transmission of higher quality HD broadcast signals. This will ensure that high

definition images are broadcast straight to your home without any loss of signals.

You will also need to have a full HD TV (supports upto 1080p) or a HD ready TV that

supports 720p/1080i resolution, to enjoy the Tata Sky HD DTH service. HD TVs have 5

times more pixels than standard TVs so the level of clarity and sharpness of image is

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 23

much higher than that of standard TV, ensuring that you get the best picture quality.

Tata Sky+ HD

Tata Sky+ HD offers you amazing HD picture quality along with the power to pause,

record & rewind live TV, with help of the most advanced Set Top Box in India

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DTH MULTIPLE CONNECTIONS BY TATA SKY

HAVE MULTIPLE TELEVISIONS AT HOME?

If you have more than one television at home we have a unique solution for you to have

multiple DTH connections at your home.

MULTI TV CONNECTION

One digicomp/set top box per televisionWatch different channels on different televisions at any given timeSubscription charges for the 1st set top box applicable as per the package selected Avail of the same package on the 2nd, 3rd and 4th set top box through a MultiTV connectionThe subscription charges for each MultiTV connection are:Monthly - Rs 160Semi Annual - Rs 900Annual - Rs 1,760

Tata Sky in a multi-storeyed building

Residents of a multi-storeyed building, getting a Tata Sky connection, are required to get society permissions prior to their purchase.Tata Sky also offers a Multi Dwelling Unit (MDU) solution for multi-storeyed buildings, with the option of using a single minidish for the entire building. Individual homes still need to have their own set top box and maintain individual subscription accounts with Tata Sky.

Channel List

The following is the list of channels provided by Tata Sky as of January 2012.

Channel NameHelp Channel

100 Help

Hindi Entertainment101 DD National103 STAR Plus

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104 STAR Plus HD105 Life OK107 Imagine TV109 STAR Utsav111 Sony113 SAB TV115 Sahara One117 Zee TV119 UTV Bindass123 Colors HD127 Star CJ Alive152 ETV Rajasthan153 ETV UP154 ETV Bihar155 Mahuaa TV156 ETV MP157 DD Bharati158 Zee 36garh160 DD Urdu161 ETV Urdu162 Zee Salaam180 Aastha181 Sanskar182 SVBC184 Disha TV185 Sadhna TV186 Paras TV

Fashion, Lifestyle & English Entertainment

201 STAR World202 STAR World HD203 FX205 BBC Entertainment207 AXN209 TLC211 Fashion TV213 Zee Cafe217 Fox Crime218 Comedy Central219 NDTV Good Times221 Discovery Turbo

Hindi Movies301 STAR Gold302 STAR Gold HD303 Showcase Promo305 SET Max307 Filmy309 Zee Cinema311 UTV Movies313 UTV Action315 Zee Classic

English Movies341 STAR Movies342 STAR Movies HD345 SET PIX347 HBO349 Zee Studio353 WB Channel355 MGM357 TCM361 Movies Now

Pay Per View371 Showcase 1372 Showcase 2373 Showcase 3374 Showcase 4

Sports400 India Cricket401 DD Sports403 STAR Sports405 ESPN406 ESPN HD407 TEN Sports409 NEO Cricket411 NEO Sports413 STAR Cricket414 STAR Cricket HD415 TEN Cricket417 TEN Action+

News501 DD News

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502 STAR News503 NDTV India504 Aaj Tak505 Zee News506 Zee Business507 CNBC Awaaz508 Lok Sabha TV509 India TV510 News 24511 IBN-7512 DD Rajya Sabha532 NDTV 24x7533 NDTV Profit534 Times Now535 Headlines Today536 BBC World News537 CNBC TV18538 CNN539 CNN-IBN541 Bloomberg UTV542 ET Now

Infotainment551 National Geographic Channel553 FOX Traveller555 NGC Wild557 Discovery Channel561 Animal Planet563 Discovery Science

565 National Geographic Channel HD

567 Discovery Channel HD569 History TV18 SD570 Topper571 Gyan Darshan

Kids601 Hungama603 Disney XD605 Disney Channel607 CBeebies609 Nickelodeon613 Cartoon Network

615 PogoMusic

700 Actve Music701 Channel V702 MTV703 9XM704 Zoom705 E24707 UTV Stars SD709 Sony MIX725 VH1

Tamil801 DD Podhighai802 Sun TV803 KTV804 Sun News805 Sun Music806 Chutti TV807 STAR Vijay808 Jaya TV809 Kalaignar TV810 Raj TV811 Isai Aruvi

Other818 Active Doordarshan

Telugu819 Gemini Movies820 Sakshi TV821 Zee Telugu822 Gemini TV823 Gemini News824 Gemini Comedy825 Gemini Music826 ETV Telugu827 ETV 2828 Maa TV829 TV5 Telugu830 TV9 Telugu831 NTV (India)832 MAA Movies

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833 MAA MusicMarathi

834 DD Sahyadri835 ETV Marathi836 Zee Marathi837 Mi Marathi838 STAR Majha839 STAR Pravah840 IBN Lokmat841 Zee 24 Taas842 Zee Talkies843 Saam Marathi

Kannada844 DD Chandana846 Udaya TV847 Udaya Movies848 ETV Kannada849 TV 9 Kannada850 U2851 Udaya Varthegalu852 Asianet Suvarna853 Zee Kannada854 Kasthuri TV855 Suvarna News856 Udaya Comedy

Bengali858 DD Bangla859 STAR Ananda860 ETV Bangla861 Zee Bangla862 Akash Bangla863 STAR Jalsha864 24 Ghanta865 Sony Aath866 Sangeet Bangla867 Rupashi Bangla868 Sananda TV

Malayalam869 Surya TV870 Kiran

871 Asianet872 Asianet News

Gujarati874 ETV Gujarati875 TV9 Gujarati

Punjabi880 mh1881 Zee Punjabi882 PTC News883 PTC Punjabi884 PTC Chakde

Oriya

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In October 2011, Tata Sky removed most of the Malayalam Channels from its list. Even

customers who subscribed to their South Jumbo Package are provided only channels from

Sungroup (Surya and Kiran) and Asianet (Asianet and Asianet News). Channels dropped are

Kairali TV, Amritha TV and DD4 Malayalam. Many suscribers have complained to TRAI

alleging discrimination by Tata Sky towards the language.

Active Channels

DD Girnar

DD Kashir

DD Punjabi

DD Saptagiri

NDTV Hindu

Tata Sky Active Services

Active Cooking

Active Darshan (Shirdi Saibaba/ISKCON/Siddhi Vinayak/Kashi Vishwanath/SVBC)

Active Doordarshan (DD Gujarati/DD Saptagiri/ DD Punjabi/ DD Kashir)

Active English

Active Games

Active Learning

Active Mall

Active Music

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CERTIFICATIONS AND HONOURS

ISO 27001: 2005 accreditation

In March 2009, Tata Sky, became the first Indian direct-to-home (DTH) service provider to be

awarded the ISO 27001:2005 accreditation, the benchmark for information security. ISO

27001:2005 is an international standard that provides specifications and guidance for the

establishment and proper maintenance of an Information Security Management System (ISMS).

The assessment for the certification was conducted by Intertek Systems Certification, the

management systems business unit of Intertek Group. This certification confirms that every

transaction carried out through Tata Sky’s IT systems are highly secure.

Superbrand 2009–2010

Tata Sky was selected as a SUPER BRAND for the year 2009-2010 by an independent and

voluntary council of experts known as Superbrands Council. It is the only Indian DTH to have

won this distinction.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 33

DISH TV:-

Dish TV

Industry DTH Pay TVFounded 2004Headquarters Noida, IndiaArea served India, Pakistan, Sri Lanka, Nepal,

BangladeshProducts Direct broadcast satelliteParent Zee Network Enterprise

Date of Establishment 1988Revenue 241.98 ( USD in Millions )Market Cap 70113.2305005 ( Rs. in Millions )Corporate Address Essel House B-10,Lawrence Road Industrial Area, Delhi-

110035, Delhiwww.dishtv.in

Management Details Chairperson - Subhash Chandra MD - Jawahar Lal GoelDirectors - Arun Duggal, Ashok Kurien, B D Narang, Eric L Zinterhofer, Eric Zinterhofer, Jagdish Patra, Jawahar Lal Goel, Lakshmi Chand, Mintoo Bhandari, Pritam Singh, R C Venkateish, Sanjay H Patel, Subhash Chandra

Business Operation TV Broadcasting & Software ProductionBackground Dish TV is a part of Essel Group, is India’s first direct to

home entertainment service. The company provides around 225 channels, highest in numbers in this segment. It also provides games, interactive TV, Movies on Demand, etc. Dish TV is market leader in Direct to home (DTH) service having a pan-<st1:country-reg< td=""></st1:country-reg<>

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 34

Financials Total Income - Rs. 11534.015741 Million ( year ending Mar 2010) Net Profit - Rs. -2621.325328 Million ( year ending Mar 2010)

History

DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Zee

Entertainment Enterprises. Dish TV is on the same satellite where DD Direct+ was, DD Direct+

shifted to INSAT 4B which is adjacent to NSS-6.

Dish TV was only DTH operator in India to carry the two Turner channels Turner Classic

Movies and Boomerang. Both the channels were removed from the platform due to unknown

reasons in March 2009. In October 2010 Dish TV added the long awaited Neo Sports and Neo

Cricket on its platform.

Dish TV is a part of Essel Group, is India’s first direct to home entertainment service. The

company provides around 225 channels, highest in numbers in this segment. It also provides

games, interactive TV, Movies on Demand, etc. 

Dish TV is market leader in Direct to home (DTH) service having a pan-India presence. It has a

subscriber base of over 4.5 million. It has distribution network of 575 distributors with presence

in 45,000 outlets spread in 6500 towns in India.

Dish TV India has three subsidiaries namely Your Integrated Subscriber Management Services

(ISMSL), Agrani Satellite Services (ASSL) and Agrani Convergence (ACL).

Dish TV is available across the country and adjacent countries like Nepal, Bhutan, Sri

Lanka, Gulf Countries, Bangladesh & Pakistan. As Pakistan is one of India's neighbors, its

frequency is available in its radius.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 35

Dish TV 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. Dish TV also brings exclusive national and international channels for the

first time in India. 

Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV has national and

global presence with business interests in media programming, broadcasting & distribution,

specialty packaging and entertainment. Zee Network incorporated Dish TV to modernize TV

viewing. Dish TV 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.

Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV has national and

global presence with business interests in media programming, broadcasting & distribution,

specialty packaging and entertainment. Zee Network incorporated Dish TV to modernize TV

viewing. Dish TV 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. To experience the new life breathing in

television technology, Dish TV extends high quality broadcast and thorough entertainment.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 36

Outlook

Currently there are around 7-8 million DTH subscribers, which is anticipated to increase to 25-

27 million by 2012. Major players in DTH segment are Dish TV,  Tata Sky, BIG TV and Bharti

Airtel's Digital TV.

Dish TV is focusing on brand building so as to add more customers by making Shah Rukh Khan

a brand ambassador. 

Dish TV has set up zonal structures in 7 zones  in order to garner a wider customer base.

Vision of the company

To be the leader in the way the world communicates by providing innovative technology, quality

products and dynamic services.

Mission of the company

To place our satellite dish in every home, school and business throughout the world.

PRODUCT PROFILE

Product Name Year Month Sales Quantity

Sales Value(Rs.Million)

% of STO

Spare Parts and Other Items

2010 03 0.00 19.82 0.18

Cable, Dish and LNB,VC and Other Items

2010 03 0.00 2.64 0.02

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 37

Set Top Boxes, VGA Box and DVR

2010 03 1530.00 1.33 0.01

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 Dish TV brings to your home.

Digital Picture Quality

The exceptional digital and direct-to-home transmission ensures you watch all your favorite

programmes in true DVD quality.

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, Dish TV with its all India coverage

ensures direct signals wherever you are.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 38

Uninterrupted Viewing

With Dish TV at your home, as long as your equipment is connected to a power source you can

enjoy uninterrupted transmission of your favorite programmes.

Capacity up to 400 DTH Channels

Dish TV 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

Dyna Boost

Dish TV is using the NSS6 satellite at 95.0°E designed specifically for DTH operations. It is

equipped with Automatic Level Control (ALC) feature that enables the satellite to maintain

constant satellite EIRP even in case of uplink signal degradation due to weather conditions such

as rain, fog or clouds.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 39

INSTAFLIP

DISHTV’S INSTAFLIP technology helps you change channels quickly and conveniently. Our

efficient processors make it possible for you to browse through all 240+ channels and services in

less than 2 seconds. So get set browsing all the channels on DISHTV with fast scrolling, intuitive

navigation and quick flip surfing.

MDU

The Multi Dwelling Unit, it is customized solution for connecting multiple houses within the

same multi storied building with a single/ two Dish Antennae to receive DTH services. Common

dish installed on the terrace of the multi storied building powers TV sets in multiple homes in the

building through a cable, which runs into each flat. And once installed, members have the choice

of subscribing to the connection.

DTH is the concept of receiving the satellite directly in the home. A small dish is to be installed

to receive the satellite in the home. One connection needs one dish to receive satellite. This leads

to number of dishes in any multi storied building having many subscribers. 50 subscribers mean

50 dishes on the roof. 

MDU is a centralized network consisting of multi switches & amplifiers for distributing the

signal received by one/two Dish antenna. The Dish Antenna captures the signals and transmits

them through multi switches on to the individual STBs in the subscriber's flat. The setup is

customized combination depending on the number of connections and the connectivity structure

of the building.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 40

Advantage of MDU

Each and every customer in the building does not have to have a separate Dish Antenna

to receive DTH services. Common dish in the building can be used.

Additional dish is not required to be installed for any additional subscriber in the

building.

It is easy to maintain one or two dish antenna in a building rather than maintaining

number of dishes. 

Position of Dish TV in product life cycle

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 41

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 42

KEY EXECUTIVES

S.N

o

Name Designation

1 Subhash Chandra Chairman

2 Jawahar Lal Goel Managing Director

3 Sanjay H Patel Alternate Director

4 Ashok Kurien Non Executive Director

5 Mintoo Bhandari Non Executive Director

6 B D Narang Independent Director

7 Arun Duggal Independent Director

8 Pritam Singh Independent Director

9 Lakshmi Chand Independent Director

10 Eric L Zinterhofer Independent Director

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 43

OTHER MAJOR PLAYERS /COMPETITORS IN DTH INDUSTRY

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.

Sun Direct is an Indian direct broadcast satellite service provider. Its satellite service, launched

in 2005, transmits digital satellite television and audio to households in India. Sun Direct uses

MPEG-4 digital compression technology, transmitting on INSAT 4B at 93.5°E. and MEASAT-3

at 91.5°E. It is the country's first MPEG-4 technology DTH service provider.

Its primary competitors are cable television and other DTH service providers—Airtel digital TV,

Reliance Big TV, DD Direct+, Dish TV, TATA Sky and Videocon D2H.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 44

RELIANCE BIG TV:-

Reliance BIG TV limited is a part of Reliance Communications Ltd., a subsidiary of

Reliance Anil Dhirubhai Ambani Group [2] founded by the Late Dhirubhai Ambani, the

Indian business tycoon and owned by his son Anil Ambani. BIG TV started operations

from 19 August 2008 with the slogan "TV ho Toh BIG Ho" ("If you have a TV, make it

BIG"). It currently offers close to 240 channels and 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. It is 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.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 45

VIDEOCON D2H

Videocon d2h is a DTH satellite television provider in India based in Mumbai, using MPEG-4

with DVB S2 digital compression technology. Videocon Leasing & Industrial Finance Limited

was incorporated on 4th September, 1986 as Adhigam Trading Private Limited.In terms of the

necessary resolutions Passed under Sec. 21 of the Companies Act, 1956, the name of the

Company was changed to Videocon Leasing & Industrial Finance Limited on 14th February,

1991.The Company received a fresh certificate of incorporation from the Registrar of

Companies, Gujarat at Ahmadabad on 14thFebruary, 1991.

Videocon d2h launched May 1, 2009. it came with a very good strategy for selling both of its

electronic products like TV‘s DVD‘s along with the new set top box. This is offering direct to

TV without any set top box also. Only the antenna is enough, it also came with DVD which is

connected directly to the TV or antenna is connected to DVD which gives a best quality of out

put.(29.1)

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 46

AIRTEL DIGITAL

Airtel digital TV’s standard definition broadcasts are in MPEG-4 with Interactive Service

(it) and 7-day EPG (electronic programmed guide). Interactive Service (it) of Airtel digital

tv includes a add-on service which allows a user to shop, book movie tickets etc. A

universal remote is included in the package which can, over IR frequencies control both

the TV and the DTH box. Like other DTH service providers it also provides a Video on

demand interactive service which includes a catalogue of movies in Hindi, English and

other regional languages which can be ordered on demand.

Airtel digital launched on 8th October, 2008 with a 360 degree mega campaign "Come Home to

the Magic". Since that it has launched 2 other campaigns 'Stars come home' (March 2009) and

'DTH Picture Clarity' (August 2009) has increased its channel base to 183+ channels. Airtel

digital TV is now amongst the fastest growing DTH brands in the country and is available across

5000+ towns in India. It has also been ranked as the best DTH service by "Living Digital"

magazine

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 47

OBJECTIVESOF THE

MARKET SURVEY REPORT

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 48

OBJECTIVES OF THE MARKET SURVEY REPORT

To study the features and services provided by Dish Tv DTH and TATA Sky DTH.

To find the change in preferences of customer of Dish DTH and TATA Sky DTH brand.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 49

LITERATURE REVIEW

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 50

LITERATURE REVIEW

Sandeep Varma and Doris (2006)

Home entertainment in India had come a long way from the days when there was only one national

channel, Doordarshan, to the age of satellite television and, now, the latest development called DTH

(Direct to Home) technology. With the Government of India having set the end of 2006 as the

deadline to introduce CAS (Conditional Access System), in selected metros and later all over India,

the scene would become more competitive. Cable operators have started pressurizing the Indian

Government to speed up the process of changing the analog technology to digital. Once cable is

digitized, cable operators would also be in a position to provide programs in high quality as like

DTH. Apart from DTH, new emerging technological advancements in TV viewing like Internet

Protocol Television (IPTV) and Cell Phone TV would also compete among themselves to get their

share of the market in the Indian home entertainment industry. The Indian customer would have

more options in terms of TV entertainment and the main deciding factor would be service support.

The case allows for discussion on the present scenario of home entertainment in India.

They highlight the various technological advancements that happened in the field of TV broadcasting

and also throw light on various service providers and their services. They discuss the emerging

technologies in home entertainment in India.

Sivasundaram Umapathy (2007).

In this paper he analyzed the challenges and opportunities present for the DTH industry within the

Indian contest. We would look at the history of Indian broadcasting followed by looking at the

current DTH market. An environment analysis done using the Potter‟s five forces model and and the

various challenges faced by the industry identified. Finally we look at the possible suggestions taking

a long term view. With the existing regulatory restrictions, Increasing content cost and lack of

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 51

transponders, DTH terrain too steps to climb. With content differentiation not happening in the near

future, companies have to differentiate only the service and cost levels. The increasing consumer

awareness and expectations also make it difficult to satisfy the consumer. Today‟s consumer is

sensitive to price as well as the quality. Apart from the volumes business, a prudent DTH operator

should also take a serious look at the substitutes and complements. He should diversify and create his

presence in the entire spectrum of broadcasting and telecommunication services. The final winner

cannot be a pure DTH player but a convergent player who offers all in one to the value-conscious,

price sensitive Indian consumer.

Researchers from Gartner (2007])

believes that IPTV will struggle in India for following reasons Cable TV users pay almost half of

what digital subscribers pay Low broadband penetration will inhibit IPTV uptake; 2007 is a critical

year for pay TV, with CAS being mandated in a phased manner, and more players are moving into

DTH, which is growing. IPTV will be priced at the same price as digital cable or DTH, so no price

differentiation As the numbers of broadband users are increasing in urban and semi urban cities IPTV

can pose serious threat to DTH player in long run.

Indian Readership Survey (2008 )

Findings have shown that the Dish TV is the largest player with over 3.1 million subscribers,

followed by DD Direct, Tata Sky and Sun Direct, which has a predominance in the southern zone.

“Indian entertainment and media outlook 2009” published in 2009 where they discussed about all the

entertainment industry. In 2008, there is a significant churn of subscribers from cable in favour of

DTH, as the latter subsidizes hardware, reduces installation costs and introduces value packs.

Aggressive marketing and promotions also helped DTH lap up subscribers in 2008 which reached

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 52

~11.5 million at the end of the year from ~3.5 million in the beginning of 2008. 2008 also witnessed

a „technology-war‟ amongst DTH players. With new players Bharti Airtel‟s Digital TV and

Reliance‟s DTH service Big TV launched in 2008, a technology war erupted between these new

players and the older players, Dish TV and Tata Sky use of technology in the set-top-boxes. The

older DTH players claimed that the latest MPEG-4 technology, as used by the new DTH players,

violates existing guidelines for DTH operations citing reasons of inter operability. In the view of the

older DTH players, the new DTH players are required to offer commercial inter-operability with the

existing MPEG-2 set top boxes being used by the older DTH players. The matter is currently under

dispute with BIS.

RNCOS industry Research Solutions (2009)

In their report they said that the DTH service market in India has emerged as one of the most

lucrative markets which have successfully resisted the impacts of the current economic slowdown.

The slowdown has certainly proved a boon for the Indian DTH industry as people have now started

to cut on their entertainment expenditure and instead of viewing movies at theatres, they are

preferring to stay at home with their television sets. The industry is anticipated to add nearly 5 Lakh

subscribers per month during 2009 and the numbers are forecasted to surge further at a CAGR of

around 30% through 2012. "With over 130 Million TV homes, India offers large room for growth in

DTH services as the technology can be used to offer DTH services in remote location, where setting

up of cable networks seems impossible, or is highly expensive", says a Sr. analyst at RNCOS. It is

forecasted that DTH will capture over 21% of TV homes in India by 2012, up from around 10% now.

Their report, "Indian DTH Market Forecast to 2012”, provides thorough analysis of the current

market performance and the future outlook of DTH services market in India. It gives detailed

analysis of the success factors and also helps in determining what all are the issues or the hurdles in

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 53

front of the burgeoning DTH services market in the country. The study also explains the reason for

why all the incumbent players have been investing huge amounts into the promotion and marketing

of DTH services in the country, despite the current economic slowdown. This research provides

extensive research and rational analysis of the DTH market in India. It will help clients to understand

the underlying potential of DTH services in the Indian television industry. Various factors which will

drive the future growth of the DTH market in India have been thoroughly analyzed in the report. The

report will also help in gaining insight into the prevailing key trends and developments that are

contributing positively towards the growth of the market. The history of Indian Television dates back

to the launch of Doordarshan, the country‟s national television network in 1959 when the

transmission was in black & white. The 9th Asian games which were held in 1982 in the country‟s

capital New Delhi heralded the mark of colour television broadcast in India. In 1991, Indian

economy was liberalized from the license raj and major initiatives like inviting FDI, deregulation of

domestic businesses emerged. This led to the influx of foreign channels like Star TV and creation of

domestic 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 of entrepreneurs 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 of a new breed of firms called as Multi System

Operators (MSO) who had heavy financial muscles 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 Prasar Bharati to give them enough autonomy. The LCOs reported a lower

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 54

number of connections 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 distribution could be addressable with accuracy and digitalization of broadcast was also

possible. CAS was rolled out in 2003 staring from Chennai and later to parts of Delhi, Mumbai and

Kolkata. 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.

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. On the DTH front, TRAI

issued the guidelines for operating DTH. Country‟s first DTH license was awarded to Dish TV

in 2003 which started operations in 2004. Prasar Bharati also started its product DD-Direct+. In

earlier days there was only one TV channel in India the “Doordarshan”, Channel doordarshan

was owned and operated by government of India. In those eras every home which had a TV set

used to have its own antenna to capture the signals. The Cable Television Ordinance Law was

passed in January 1995. This enabled cable operators to feed channels and later on private companies

were allowed to air their own channels and this led to the explosive growth in number of TV

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 55

channels and number of cable operators. The growth of TV channels & cable operators created a big

industry and market opportunities. Until few years back there were as many as 1,00,000 cable

operators across India. However the services provided by cable operators were poor. The strikes,

increase in tariff plan, selective broadcast and poor services were major cause of dissatisfaction

among the customers. This has created an opportunity for DTH, which serves an immediate threat to

the high-end cable networks. Some of the key players in the industry are DishTV by Zee group,

TataSky joint venture of Tata & Star TV, Big TV by Anil Dhirubhai Ambani Group, Digital TV by

Bharti Tele media, SUN Direct from the promoters of Sun TV. There are some other companies who

are contemplating to start their own DTH like Videocon. The Indian market was till now dominated

by the presence of local cable TV operators and had complete monopoly over it. DTH opened an

option for Indian Consumers to opt for the satellite service to obtain television channels direct to

their homes without any intermediaries. It also provided several value added services to enhance their

television watching experience. Still, as DTH is still a relatively new category and most people were

hesitant to experiment with it. While Indian consumers were not completely satisfied with their cable

services, they did not feel the need to switch over to any other means of entertainment. It was

therefore imperative for companies such as Tata Sky, Dish TV, Reliance BIG TV, SUN Direct,

AIRTEL Digital TV, DD Direct+ & Videocon d2h to educate the consumers about the advantages of

the service and in turn create an urge to invest in it. There is an immense opportunity for DTH in the

Indian market. The opportunity in India almost 10 times that in developed countries like the US and

Europe. For every channel there is a scope for broadcasting it in at least ten different languages. So

every channel multiplied by ten that is the kind of scope for DTH in the country. The way DTH

reaches a consumer's home is different from the way cable TV does. In DTH, TV channels would be

transmitted from the satellite to a small dish antenna mounted on the window or rooftop of the

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 56

subscriber's home. So the broadcaster directly connects to the user. The middlemen like local cable

operators are not there in the picture.

DTH can also reach the remotest of areas since it does away with the intermediate step of a cable

operator and the wires (cables) that come from the cable operator to your house. As we explained

above, in DTH signals directly come from the satellite to your DTH dish. 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. In DTH, the payments will be

made directly by the subscriber to the satellite company offering the service. A big problem that

broadcasters face in India is the issue of underreporting of subscribers by cable operators. Consider

the cable operators pyramid. Right at the top is the broadcaster. Next comes the Multi Service Cable

Operator (MSOs) like Siticable, InCable, etc. Below them are the Access Cable Operators (ACOs) or

your local cable guy who actually lays the wires to your house. The local cable operators or the

ACOs then allegedly under-report the number of subscribers they have bagged because they have to

pay the MSOs something like Rs 30-45 per household. Showing a lesser number of households

benefits ACOs. With no way to actually cross check, the MSOs and the broadcasters lose a lot.

Broadcasters do not earn much in subscription fees and are mostly dependent on advertisement

revenue to cover their costs, which is not sustainable and does not offer high growth in revenues for

broadcasters. The way out of this is to use a set-top box so that it will be clear how many households

are actually using cable or going for DTH where broadcasters directly connect to consumers and can

actually grow revenues with a growth in the subscriber base. Today, broadcasters believe that the

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 57

market is ripe for DTH. The prices of the dish and the set-top box have come down significantly.

Overall investments required in putting up a DTH infrastructure has dropped and customers are also

reaping the benefits of more attractive tariffs.

The major thing that DTH operators are betting on is that the service is coming at a time when the

government is pushing for CAS (conditional access system), which will make cable television more

expensive, narrowing the tariff gap between DTH and cable. DTH faces stiff competition from the

terrestrial, cable and IPTV. As per the industry estimates, there are 130 million TV homes of which

85 million are served by cable and around 16 million by DTH with the remaining taken by terrestrial

transmission.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 58

RESEARCH METHODOLOGY

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 59

RESEARCH METHODOLOGY

Data sources : Primary and Secondary.

Data approaches : Questionnaire.

Sample size : 50

Sample procedure : Convenience sampling.

Research Design : Descriptive.

Research design: Research design is simply the framework or plan for a study, Used guide in

collecting and analyzing data.

For the study: for conducting that research I selected the Descriptive research design.

Descriptive research design: Descriptive research is also called Statistical Research. The main

goal of this type of research is to describe the data and characteristics about what is being

studied. The idea behind this type of research is to study frequencies, averages, and other

statistical calculations. Although this research is highly accurate, it does not gather the causes

behind a situation. Descriptive research is mainly done when a researcher wants to gain a better

understanding of a topic. that is, analysis of the past as opposed to the future.

Descriptive research is the exploration of the existing certain phenomena. The details of the facts

wont be known. The existing phenomena’s facts are not known to the persons.

1. Sampling design:

I. Sample Unit:

Customers of DTH.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 60

II. Sample size:

The sample size of the report is 50 in numbers.

Data collection method:

Primary data:

The primary data are those which are collected afresh and for the first time, and thus happened to

be original in character. There are several methods of collecting primary data particularly in

surveys.

For the study: Questionnaire method is used for collecting the data while conducting the

research.

Secondary data:

The secondary data are those which have already been collected by someone and which have

already been passed through the statistical process. Secondary data may either be published data

or un- published data.

For the study: Internet is used for collecting the data while conducting the research.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 61

DATA ANALYSIS&

INTERPRETATION

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 62

DATA ANALYSIS & INTERPRETATIONS

1. Are you aware about the brand?

a) Tata Sky 28

b) Dish Tv 22

INTERPRETATION:

This chart shown that out 50 respondent 56% respondents about the Tata Sky & 44%

respondents about the Dish TV.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 63

2. Which DTH provide HD quality video?

a) Tata Sky 29

b) Dish Tv 21

INTERPRETATION:

This chart shown that out 50 respondent 58% respondents said that Tata Sky provide HD quality

video & 42% respondents said that Dish TV provide HD quality video.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 64

3. Which DTH provide Parental Lock ?

a) Tata Sky 32

b) Dish Tv 18

INTERPRETATION:

This chart shown that out 50 respondent 64% respondents said that Tata Sky provide Parental

Lock & 36% respondents said that Dish TV provide Parental Lock.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 65

4. Which DTH provide reasonable Price Range?

a) Tata Sky 34

b) Dish Tv 16

INTERPRETATION:

This chart shown that out 50 respondent 68% respondents said that Tata Sky provide reasonable

Price Range & 32% respondents said that Dish TV provide reasonable Price Range.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 66

5. Which DTH provide good after sale service support?

a) Tata Sky 27

b) Dish Tv 23

INTERPRETATION:

This chart shown that out 50 respondent 52% respondents said that Tata Sky provide good after

sale service support & 46% respondents said that Dish TV provide good after sale service

support.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 67

6. Which DTH provide Dolby Digital + 5.1 surround sound?

a) Tata Sky 38

b) Dish Tv 12

INTERPRETATION:

This chart shown that out 50 respondent 76% respondents said that Tata Sky provide Dolby

Digital + 5.1 surround sound & 24% respondents said that Dish TV provide Dolby Digital + 5.1

surround sound.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 68

7. Which DTH provide online recharge option?

a) Tata Sky 25

b) Dish Tv 25

INTERPRETATION:

This chart shown that out 50 respondent 50% respondents said that Tata Sky provide online

recharge option & 50% respondents said that Dish TV provide online recharge option.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 69

8. Which DTH provide recording option in Set Top Box?

a) Tata Sky 26

b) Dish Tv 24

INTERPRETATION:

This chart shown that out 50 respondent 52% respondents said that Tata Sky provide recording

option in Set Top Box & 48% respondents said that Dish TV provide recording option in Set Top

Box.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 70

9. Which DTH is 16:9 wide ratios?

a) Tata Sky 28

b) Dish Tv 22

INTERPRETATION:

This chart shown that out 50 respondent 56% respondents said that Tata Sky is 16:9 wide ratios

& 44% respondents said that Dish TV is 16:9 wide ratios.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 71

10. Which DTH advertisements are effective?

a) Tata Sky 32

b) Dish Tv 18

INTERPRETATION:

This chart shown that out 50 respondent 64% respondents said that Tata Sky advertisements are

effective & 36% respondents said that Dish TV advertisements are effective.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 72

11. Which DTH use celebrity advertisement?

a) Tata Sky 28

b) Dish Tv 22

INTERPRETATION:

This chart shown that out 50 respondent 56% respondents said that Tata Sky use celebrity

advertisement & 44% respondents said that Dish TV use celebrity advertisement.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 73

12. Which DTH is easily available in market?

a) Tata Sky 32

b) Dish Tv 18

INTERPRETATION:

This chart shown that out 50 respondent 64% respondents said that Tata Sky is easily available in

market & 36% respondents said that Dish TV is easily available in market.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 74

13. Which DTH provides better recharge options?

a) Tata Sky 34

b) Dish Tv 16

INTERPRETATION:

This chart shown that out 50 respondent 68% respondents said that Tata Sky provides better

recharge options & 32% respondents said that Dish TV provides better recharge options.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 75

FINDINGS

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 76

FINDINGSo Most of the respondents about the Tata Sky

o Most of the respondents said that Tata Sky provide HD quality video

o Most of the respondents said that Tata Sky provide Parental Lock

o Most of the respondents said that Tata Sky provide reasonable Price Range

o Most of the respondents said that Tata Sky provide good after sale service support

o Most of the respondents said that Tata Sky provide Dolby Digital + 5.1 surround

sound

o Most of the respondents said that Tata Sky provide online recharge option

o Most of the respondent respondents said that Tata Sky provide recording option in

Set Top Box

o Most of the respondents said that Tata Sky is 16:9 wide ratios

o Most of the respondents said that Tata Sky advertisements are effective

o Most of the respondents said that Tata Sky use celebrity advertisement

o Most of the respondents said that Tata Sky is easily available in market

o Most of the respondents said that Tata Sky provides better recharge options

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 77

CONCLUSION

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 78

CONCLUSION

It’s a well known fact that no business can exist without customers. Respondents are more aware

of Tata Sky DTH than of Dish Tv. They were disagree that with quality service of International

DTH is more effective in comparison of Domestic DTH. Most of them says Tata Sky DTH

provide HD quality video and Parental Lock Option instead of Dish Tv. Respondents said Dish

Tv provide reasonable Price Range. Moreover they were satisfied with the after sale service

support of Tata Sky DTH. Only Tata Sky provides Dolby Digital + 7.1 surround sound instead of

Sun Direct. Respondents said both Tata Sky DTH and Dish Tv provide online recharge option.

Even only Tata Sky DTH provide recording feature in Set Top Box and it is esuriently.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 79

SUGGESTIONS

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 80

SUGGESTIONS Much of the DTH Company’s success has been driven by high quality features and

services provided to customer.

Over the last three years, the direct-to-home (DTH) satellite industry has an immense

growth of subscriber up to 45 million in India.

Domestic cable operators should improve product features and services, so as to

remain in the market in future.

By the actual monthly sale of particular store we came to know the capacity of the

store and how much product can they sale.

We also came to know while visiting the shop that there was big problem of after sale

service.

Many dealers were facing the problem of after sale service because there is no follow

up calls from Sun Direct.

D2H & BIG TV provide the free news channels for the student like current news,

share market, game, and world news so mention it.

Form an efficient research and development team in order to improve quality and add

technical features in the products.

Create an effective advertisement with an influential punch line.

Organize contests, events, games to promote company’s brand image.

Attract customers by exchange offer, discount offer, cash back offer and face gift

offer on the festival occasions.

Establish a cordial relationship with dealers and offer a good commission margins for

promoting our products.

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 81

LIMITATIONS

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 82

LIMITATIONSAlthough the study was carried out with extreme enthusiasm and careful planning there are

several limitations, which handicapped the research viz,

1. Time Constraints: The time stipulated for the project to be completed is less and thus there

are chances that some information might have been left out, however due care is taken to

include all the relevant information needed.

2. Sample size: Due to time constraints the sample size was relatively small and would

definitely have been more representative if I had collected information from more respondents.

3. Accuracy: It is difficult to know if all the respondents gave accurate information; some

respondents tend to give misleading information.

4. Availability: It was difficult to find respondents as they were busy in their schedule, and

collection of data was very difficult

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 83

BIBLIOGRAPHY

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 84

BIBLIOGRAPHYBooks:

Kothari, C.R., Research Methodology, New Age Publications.

Malhotra, Naresh K., Marketing Research, An Applied Orientation, Fourth Edition,

Pearson Prentice Hall, 2005, Part II, pp. 71-340.

Chisnall, P.M. (1985). Marketing: A Behavioural Analysis. 2nd edn. McGraw-Hill.

Newspapers

Times of India

Financial Express

Economic Times

Webliography

www.tatasky.com

www.dishtv.com

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 85

ANNEXURE

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 86

(COMPARATIVE STUDY OF MARKETING STRATEGIES OF TATA SKY & DISH TV)

QUESTIONNAIRE

Dear respondent,

I am the student of ……………conducting a market survey report. Kindly spare few minutes to fill up this questionnaire. Any information provided by you will be used for academic purpose only.

RESPONDENT PROFILE

Name of the respondent :................................................................................................

Residential/ office address :............................................................................................

........................................................................................................................................

........................................................................................................................................

Contact no. :..................................................................................................................

Age group of the respondent : 18-25 ( ) 25-35 ( ) 35-45 ( ) 45 or More( )

Education/ qualification: .............................................................................................

Occupation :.................................................................................................................

Designation :................................................................................................................

1. Are you aware about the brand? c) Tata Skyd) Dish Tv

2. Which DTH provide HD quality video? c) Tata Skyd) Dish Tv

3. Which DTH provide Parental Lock ? c) Tata Skyd) Dish Tv

4. Which DTH provide reasonable Price Range? c) Tata Skyd) Dish Tv

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 87

5. Which DTH provide good after sale service support? c) Tata Skyd) Dish Tv

6. Which DTH provide Dolby Digital + 5.1 surround sound? c) Tata Skyd) Dish Tv

7. Which DTH provide online recharge option? c) Tata Skyd) Dish Tv

8. Which DTH provide recording option in Set Top Box? c) Tata Skyd) Dish Tv

9. Which DTH is 16:9 wide ratios? c) Tata Skyd) Dish Tv

10. Which DTH advertisements are effective?c) Tata Skyd) Dish Tv

11. Which DTH use celebrity advertisement?c) Tata Skyd) Dish Tv

12. Which DTH is easily available in market?c) Tata Skyd) Dish Tv

13. Which DTH provides better recharge options?e) Tata Skyc) Dish Tv

Any suggestion about Dish TV & Tata Sky (if any)

SignatureThank You

(CMCA, Teerthanker Mahaveer University, Moradabad) Page 88