Objective

Study Dishtv repositioning

Campaign and it’s initial effect

Indian DTH industry• The television population of India is approx. 150 million

and 80% of it have access to cable and satellite • 5 yr old industry; growing & competitive 7 player

market• 2005: Dishtv only player• 2006: 1million DTH subscribers• 2007: CAS mandate introduced; SunDirect launched • Tata sky, BigTV, Airtel, Videocon folllowed suit• DTH has a 25% market share with more than 35.5

million DTH subscribers (as of 30th June 2011)• Better sound/picture quality; price disadvantage

Source: www.rncos.com/Report/IM198.htm

The growth story

•Cable & satellite TV penetration to grow to 90%

• Subscription revenue growth @12% CAGR; industry sales to reach $12.1 billion by 2015

•Advertising market to grow at an average17% p.a over 2010-15 Source: www.livemint.com/

•World’s largest DTH market by 2012 (Source: MPA)

• Expected to grow at 24% CAGR

• Rural areas real growth drivers

•Market shareCable TV DTH

2011 70% 25% 2020 65% 35%

Quick facts• Dishtv is a division of Zee Network Enterprise (Essel Group

Venture)• India’s first direct to home (DTH) satellite TV service; launched

in year 2004; current market leader• Provides features such as Electronic Programme Guide (EPG),

parental lock, games, 400 channels, insta flip, interactive TV and movie on demand

• Dish TV has its own platform for more than 330 channels and services including 22 audio channel and 43 HD services with a subscriber base of 11 million

• Products: Dish Standard STB, Dish truHD (2011), Dish on wheels, Dish Freedom

• Competitors : Cable television , Airtel digital TV, Reliance Big TV, Tata Sky, Sun Direct, and Videocon D2H

Financials

Source: Dish TV website

Details Value

DTH subscriber acquisition cost Rs. 2124 (from Rs.2232 in Q2)

HD Subscriber acquisition Cost Rs. 3000

Subscription Revenue 4.25 bn (up by 37.6%)

ARPU Rs.152 ( Rs. 150 in 2010)

Subscriber acquisition No. of Subscribers (Million)

Subscribers FY ‘11 (as of 30 June ‘11) 11.2

Subscriber addition in Q3 FY ‘11 0.74

Subscriber addition in FY ’11 (Q1-Q3) 2.04

Total subscribers FY ‘11 12.5

FY ‘12 Subscriber acquisition target 3

Facts&Figures

Market Scenario

Source: www.dth.co.in

DTH Operator Launched in

Dishtv June 2005

Airtel digital TV November 2008

Tata Sky September 2006

Sun Direct March 2008

Big TV September 2008

Videocon d2h April 2009

Source: www.dth.co.in

DTH provider Base pack DTH

Base pack HD

Tata Sky Rs.1650 Rs.2800Dishtv Rs.1590 Rs.2690

Videocon D2H Rs.1690 Rs.2790Airtel dth Rs.1590 Rs.2890

Reliance BigTV Rs.1590 Rs.2890Sundirect Rs.1590 Rs.3690

Price comparison•Rest of India •South Pack

Future plans• Dish TV plans to raise up to $200 million

from overseas investors. The company has applied to the Foreign Investment Promotion Board (FIPB) for approval.

• Fy’12 target of acquiring 3mn customers following mandatory digitization by government.

Previous campaigns

The New Campaign

Why reposition?• Objective: To increase bonding and affinity with

consumers

• Communication strategy : to align brand's core promise to appeal to the thought leaders in TV entertainment consumption, the immersed passionate viewer.

About the campaign• Repositioning exercise• Tagline: “Sab Par Dish Sawar Hai”• Launched: 17th January 2012• Brand ambassador: Shahrukh Khan in seven avatars• Big idea: Position Dish TV as a thought leader; a brand which

enables the immersed, passionate viewer to keep his passion alive

• Ad Agency: McCann Erickson• Song written by Prasoon Joshi ; Composed and sung by Amit

trivedi• Old campaign: “Ghar Aayi Zindagi”• Advertising budget: INR 25 crore for phase 1• Ad plan: 4 TVCs to be rolled out• TG: young and entertainment savvy dishtv consumers• Based on: Consumer insight about TV viewing habits

Some insights from dishtv research

• TV - a ‘sitback’ medium• TV – primarily a source of entertainment

than education• A lot of people are passionately involved –

do not like obstruction while watching TV

Marketing initiative• TVC - 4 ads in phase 1• Launched ‘Dishsawarhai.com’ – activity

based• Created facebook and twitter pages • Launching song as an anthem• Audio led ground activation to promote the

anthem

Dishsawaarhai.com

We think the campaign…

has an ulterior objective..• Subscriber additions after October

witnessing a slowdown• To acquire new consumers basis

mandatory digitalization by government

• To retain market share

And, we think the campaign is…

• Witty; Realistic ; noticeable• Catchy tag line and song• Aptly captures the craziness and passion some

people have for TV• Captures various segments of TV viewers • More appealing to younger and actively engaged

set of consumers. • The song “Sab pe dish sawaar hai” communicates

the passion well• Also,brings forth the effect of TV on consumers

facebook

• Like- 80,276; Talking about- 4,498• Download Dish TV Anthem• Dish Sawaar Hai Game

• Generated enough buzz

•3000 Followers•Positive tweets about the new campaign.

twitter

• However, core TG undefined: non DTH, other DTH users or Dishtv users?

• Fails to highlight Dishtv benefits/unique features; just shows the impact of multiple channels on viewer’s of today

• Just revolves around passion in people• Shahrukh reduced to a prop - 7 avatars- purpose

unclear

Thank you