DTH Service

“PENETRATION AND POPULARITY OF DTH SERVICES

IN BANGALORE CITY”

A PROJECT REPORT

ON

“PENETRATION AND POPULARITY OF DTH SERVICES IN BANGALORE CITY”

SUBMITTED TO

ACHARYA INSTITUTE OF MANAGEMENT & SCIENCES (AIMS)

BANGALORE

BY

MRITYUNJOY BORA

SAGAR DEB ROY

ANSHUMAN PURKAYASTHA

MANAS JYOTI DEKA

VIKAS CHANDRA JAIN

BATCH: JULY 2009-2011

ACHARYA INSTITUTE OF MANAGEMENT & SCIENCES

1ST CROSS, 1ST STAGE

PEENYA, BANGALORE – 560058.

Acharya Institute of Management and Sciences 1

DECLARATION

We hereby declare that this project report is the record of authentic work carried out by

us during the period from 6th April 2010 to 31st May 2010 and has not been submitted earlier to

any university or institute for the award of any degree/diploma etc.

Name of the Student:

MRITYUNJOY BORA

SAGAR DEB ROY


MANAS JYOTI DEKA

VIKAS CHANDRA JAIN

Date:


ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES

Certificate

This is to certify that Mr. Mrityunjoy Bora, Mr. Sagar Deb Roy, Mr. Anshuman

Purkayastha, Mr. Manas Jyoti Deka, & Mr. Vikas Chandra Jain of Acharya Institute of

Management & Sciences has successfully completed the project work titled in partial fulfillment

of requirement for the completion of PG course. This project report is the record of authentic

work carried out by them during the period from 6th April to 31st May in which he has worked

under my guidance.

Project Guide:

Aishwariya P. S. Abhinn Baxi

Program Manager:

Ambali Srikumar

Date:

Place: Bangalore


ACKNOWLEDGEMENT

In this project report we have made an honest and dedicated attempt to make the

research material as authentic as it could. And we earnestly hope that it provides useful and

workable information and knowledge to any person reading it.

During this small time frame of two months in which the project reached its completion,

there were a few people whom we would like to make a mention of and without whose help

the project would have never seen the light of day.

We also thank to our supportive and dedicated group of faculty member for their timely

response through personal meeting, which immensely helped in giving the project the initial

direction it needed.

We would like give sincere gratitude to our Prof. Ms. Ambali Srikumar, Prof. Aishwariya

P. S., Prof. Abhinn Baxi, for their encouragement, providing necessary information required to

carry out the project and also giving their personal time to guide us whenever problem arose.

We also like to thanks to those peoples who gave their time to help us to gather information and each and every person who some or other way are linked with this project work.

Name of the Student:

MRITYUNJOY BORA

SAGAR DEB ROY


MANAS JYOTI DEKA

VIKAS CHANDRA JAIN


CONTENT

Chapter No. Chapter Name Page No.1 EXECUTIVE SUMMARY 6 – 82 INTRODUCTION 9 – 223 COMPANY PROFILE 23 – 434 REVIEW OF LITERATURE 44 – 565 RESEARCH METHODOLOGY 57 – 666 DATA ANALYSIS 67 – 987 CONCLUSION 99 – 1088 FINDINGS 109 – 1119 BIBLOGRAPHY 112 – 113


EXECUTIVE SUMMARY

Research purpose

In the current context of the global financial meltdown, the Direct to Home (DTH)

industry in India is in the throes of multifarious challenges and opportunities.

The ‘big game’ is all about shaping up grandiose plans to master the winning rules to

garner as much portion of the Indian DTH pie as possible by a handful of players.

Since the DTH space denotes ‘big value’, akin to the space occupied by television and

telephony, inter-firm rivalries have thrown up price wars, discount schemes, procurement of

transponders, ambitious targets for improving the subscription base, popular bouquet of

channels, set top boxes with superior quality of videos, improving content, etc. as a desperate

means to entice the Indian viewer.

A neat 20 per cent annual growth is being witnessed in the DTH sector in India with over

8.5 million households having digital pay-tv.

According to Harsh Bijoor, a brand consultant, “Since Dish TV, the biggest market player

on the Indian soil, has not scraped even five per cent of the pie, there is plenty left for other

players to eat.”

In the early 2008, five major players, Zee’s Dish TV, Tata Sky, Reliance ADAG, Sun Direct

and Bharti Telemedia formed an umbrella body – DTH Operators Association of India (DOAI).

The Cable and Satellite Broadcasting Association of India in its ‘2008 Pay TV Piracy

Survey’ have predicted that the Grey TV market of around USD 1.1billion will gradually be taken

over by the legal DTH industry.


http://www.merinews.com/topic/business-news-india.shtml


Marcel Fenez, chairman CASBAA, said, “Despite the global sinking of economies, the Asia

Pacific market is healthy and the decline in growth will not derail the industry. With 1.7 million

digital cable subscriptions, the digital pay-tv market is finally taking off and this degree of

penetration represents a tipping point for our industry in Asia.”

Starting with a million strong subscriber bases in August 2006, Tata Sky, a DTH joint-

venture Company between Star (owned by Rupert Murdoch) and the Tata Group, now has

more than 2.7 million connections and the forecast for 2012 is that it will further increase to 8

million.

The Indian DTH growth scenario bodes well for the advertising industry as well with over

` 30-40 crores being earmarked by these companies annually for advertising revenues.

While Tata Sky has roped in Bollywood actors Amir Khan and Gul Panag for its

promotion, Shahrukh Khan endorses for the Dish TV.

MD and CEO of Tata Sky, Vikram Kaushik, recently confirmed in an interview that the

company estimates were standing at ` 40 billion for its final funding requirement as

‘competitive entries’, ‘explosive growth in volume’ and customer acquisition have jacked up the

costs.

Tata sky recently launched the NDS – developed XTV personal video recorder (PVR) that

enables the customers to watch a particular TV show while recording another. It is being hailed

a major introduction in the Indian DTH market.

Within a few days of its launch 2500 PVRs, priced at ` 8999 were sold as claimed by the

Tata Sky MD, Kaushik.

This places Tata Sky among the top 19 ‘pay-tv operators’ around the world with NDS

solutions being a unique introduction to facilitate flexibility of PVR to their subscribers.


A deal along similar lines was announced by Bharti Airtel, in the provision of DTH

services, dependent on NDS for its conditional access.

N Arjun, executive director Bharti Telemedia, expressed enthusiasm about the

company’s expansion plans by disclosing that his company looked forward to providing the best

of home entertainment services via Airtel digital TV in terms of latest technology and exciting

content. “Since DTH is the future of home entertainment, with the support of our technology

partner NDS, we will render superior, state-of-the-art services to our DTH service customers”, he

said.

Sun Direct, which entered the DTH sector as a discounted brand in opposition to Tata

Sky, notched at a 30 per cent premium and supposedly mopped up over a million subscribers

within a short time span.

Tata Sky, though placed at a launch-premium of ` 1,000, is open to segmentations.

A demand of a tax holiday of five years from the government has been mooted by the

DOAI that should incentives the DTH industry as its market has reportedly surpassed the

Japanese one in the last five years.

The Indian DTH industry players look forward to a seven times multiplication of its

market, about 40 million subscribers by 2015, from a total of 165 million pay TV households.




INTRODUCTION

What is DTH?

DTH stands for Direct-To-Home, it’s a system that allows you to have a personal dish

antenna how cable operators do, except it’s much smaller in size, the antenna can be seen on

the top left corner of the blog

This antenna can be fixed on your terrace and receives transmissions directly from a

satellite; hence it is called as a direct to home service.

Introduction of DTH in Indian Market

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

Doordarshan was owned and operated by government of India. In this 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. There were as many as 1, 00,000 cable operators across India until few years

back. 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 India has about 130 million TV


homes of which, Cable & Satellite (C&S) services are present in 97 million (74%) of the home.

The DTH market in India comprises 11% of the total market with almost 15 million homes.

Also India about 70% of Indian lives in rural and Semi-Urban areas in which cable

network is not available. Also most of people living in rural area can't afford to pay ` 200-400

towards the cable fess monthly even if it is made available. While with the technology advances

Private Companies (Dish TV) tries to introduce the concept of DTH-Direct to Home which can be

made available in everywhere in country it remain mostly in Urban areas due to lack of interest

and unawareness about the rural market as potential revenue source.

With launch of India's First Free DTH Service - DD Direct Plus by Doordarshan on 16

December 2004 open up new dimension in this world of TV Viewing by Rural mass. This opens

up the real future market of India for Brands. Response from rural and also poor and middle

class urban was quite good with 6 million subscribers while Dish TV struggle for more than 15

years to reach 1 million.

The DTH industry growth lagged to 10.3% in 2008 from 16.7% a year earlier. But

Industry players agree that the digitization drive is expanding by 35-40% annually. However,

industry estimates DTH to touch 35-40 million subscribers by 2012, and that’s the number that

every DTH brand has set its sights on.

How DTH works?

Early satellite TV viewers were explorers of sorts. They used their expensive S-Band,

then C-Band dishes to discover unique programming that wasn’t necessarily intended for mass

audiences. The dish and receiving equipment gave viewers the tools to pick up foreign stations,

live feeds between different broadcast stations and a lot of other stuff transmitted using

satellites.


Some satellite owners still seek out this sort of programming on their own, but today,

most satellite TV customers in developed television markets get their programming through a

direct broadcast satellite (DBS) provider, such as DISH TV or the Doordarshan DTH platform. The

provider selects programs and broadcasts them to subscribers as a set package. Basically, the

provider’s goal is to bring dozens or even hundreds of channels to the customers’ television in a

form that approximates the competition from Cable TV. Unlike earlier programming, the

provider’s broadcast is completely digital, which means it has high picture and stereo sound

quality.

Early satellite television was broadcast in C-band - radio in the 3.4-gigahertz (GHz) to 7-

GHz frequency range. Digital broadcast satellite transmits programming in the Ku frequency

range (10 GHz to 14 GHz).

There are five major components involved in a direct to home (DTH) satellite system:

the programming source, the broadcast center, the satellite, the satellite dish and the receiver.


THE BROADCAST CENTER

The broadcast center converts all of this programming into a high-quality,

uncompressed digital stream. At this point, the stream contains a vast quantity of data — about

270 megabits per second (Mbps) for each channel. In order to transmit the signal from there,

the broadcast center has to compress it. Otherwise, it would be too big for the satellite to

handle.

The providers use the MPEG-4 compressed video format — the same format used to

store movies on DVDs. With MPEG-4 compression, the provider can reduce the 270-Mbps

stream to about 3 or 7 Mbps (depending on the type of programming). This is the crucial step

that has made DTH service a success. With digital compression, a typical satellite can transmit

about 200 channels. Without digital compression, it can transmit about 30 channels.

At the broadcast center, the high-quality digital stream of video goes through an MPEG-

4 encoder, which converts the programming to MPEG-4 video of the correct size and format for

the satellite receiver in households.

ENCRYPTION & TRANSMISION

After the video is compressed, the provider needs to encrypt it in order to keep people

from accessing it for free. Encryption scrambles the digital data in such a way that it can only be

decrypted (converted back into usable data) if the receiver has the correct decoding satellite

receiver with decryption algorithm and security keys

Once the signal is compressed and encrypted, the broadcast center beams it directly to

one of its satellites. The satellite picks up the signal, amplifies it and beams it back to Earth,

where viewers can pick it up.


THE DISH

A satellite dish is just a special kind of antenna designed to focus on a specific broadcast

source. The standard dish consists of a parabolic (bowl-shaped) surface and a central feed horn.

To transmit a signal, a controller sends it through the horn, and the dish focuses the signal into

a relatively narrow beam. Satellite & Cable TV The dish on the receiving end can’t transmit

information; it can only receive it. The receiving dish works in the exact opposite way of the

transmitter. When a beam hits the curved dish, the parabola shape reflects the radio signal

inward onto a particular point, just like a concave mirror focuses light onto a particular point.

The curved dish focuses incoming radio waves onto the feed horn.

In this case, the point is the dish’s feed horn, which passes the signal onto the receiving

equipment. In an ideal setup, there aren’t any major obstacles between the satellite and the

dish, so the dish receives a clear signal.

In some systems, the dish needs to pick up signals from two or more satellites at the

same time. The satellites may be close enough together that a regular dish with a single horn

can pick up signals from both. This compromises quality somewhat, because the dish isn’t

aimed directly at one or more of the satellites. A new dish design uses two or more horns to

pick up different satellite signals. As the beams from different satellites hit the curved dish, they

reflect at different angles so that one beam hits one of the horns and another beam hits a

different horn.

The central element in the feed horn is the low noise block down converter, or LNB. The

LNB amplifies the signal bouncing off the dish and filters out the noise (signals not carrying

programming). The LNB passes the amplified, filtered signal to the satellite receiver inside the

viewer’s house.


THE RECEIVER

The end component in the entire satellite TV system is the receiver. The receiver has

four essential jobs:

It de-scrambles the encrypted signal. In order to unlock the signal, the receiver needs

the proper decoder chip for that programming package. The provider can communicate with

the chip, via the satellite signal, to make necessary adjustments to its decoding programs. The

provider may occasionally send signals that disrupt illegal de-scramblers, as an electronic

counter measure (ECM) against illegal users.

It takes the digital MPEG-4 signal and converts it into an analog format that a standard

television can recognize. Since the receiver spits out only one channel at a time, you can’t tape

one program and watch another. You also can’t watch two different programs on two TVs

hooked up to the same receiver. In order to do these things, which are standard on

conventional cable, you need to buy an additional receiver.

Some receivers have a number of other features as well. They pick up a programming

schedule signal from the provider and present this information in an onscreen programming

guide. Many receivers have parental lock-out options, and some have built-in Digital Video

Recorders (DVRs), which let you pause live television or record it on a hard drive.

While digital broadcast satellite service is still lacking some of the basic features of

conventional cable (the ability to easily split signals between different TVs and VCRs, for

example), its high-quality picture, varied programming selection and extended service areas

make it a good alternative for some. With the rise of digital cable, which also has improved

picture quality and extended channel selection, the TV war is really heating up.


Why DTH is in so much demand?

This service is in so much demand because customer wants independence from the

wired cable transmission because any fault in the cable or in the system at the central place all

the transmission and the quality reduces and also any change in the system by the cable

operator then all the settings of the channels are disturbed and also the customer has to watch

that many channels which the operator transmits.

To get rid of all of this DTH services became very popular because of the wide choice it

gives to the customer and also since the transmission is digital and since it is wireless it is very

easy for a customer to install the connection where ever they move. Irrespective of the location

the customer can watch the channels because of the technology the service provider uses. They

use satellites to transmit the signals to the customer which is why they are so clear and

accurate.

Since now a days as technology increased and everyone wants quality, sound and

picture quality in their TV sets because the TV sets are designed so and if a person installs a


cable connection then they cannot enjoy the clarity of the picture and DTH removes all this and

give the customer the satisfaction.

The customer can use the same account (connection) at any place in India.

The customer has the freedom to choose the number of channels desired for any

number of days required.

The services can be stopped or resumed by just calling their customer care or

just by sending an SMS from their registered mobile number.

The connections can be transferred to any other person over phone.

The services are very prompt.

User has the privilege to change the package at any time.

The services are available within minutes after installation.

The clarity of the picture is perfect and of high quality.

Now a days recharging is very easy by using a scratch card and feeding it through

the remote or by sending an SMS or recharging online using Credit/Debit Card.

Packages or services or Add – ons can be changed any time 24X7.

Multiple sets can be connected using the same connection just like a TV

showroom does.


Industrial Profile

Indian DTH space is a rapidly rising industry. Since the time, it first arrived in India, more

and more new players are joining the bandwagon. Because of arrival of new entrants, this

industry has become very competitive which ultimately results in customers having more

benefits and options of latest technology.

DTH stands for Direct-To-Home television. DTH helps in keeping broadcasters in direct

touch with consumers thus, eliminating the need of local cable operators. DTH technology

works through direct reception of satellite programmers with a personal dish.

The latest technology of DTH network includes satellites, multiplexers, broadcasting

center, modulators, encoders and DTH receivers. Technologically speaking, the process starts

with DTH service provider leasing Ku-band transponders from the satellite. Thereafter, encoder

gets into the process of converting video, audio, and data signals into the digital format.

Once encoding is done, multiplexer mixes these signals. Users have to install a small dish

antenna and set-top boxes which decode those mixed signals and lastly users get to view

numerous TV channels. Primarily, DTH is an encrypted transmission received directly from the

satellite by the consumer at his place with the help of dish antenna.

The history of DTH services in India dates back to 1996. But, the proposal couldn’t get

through policy hurdles because of concern over national security. It was finally allowed in July

2006. As of now, number of total customers stand at 14 million whereas total cable TV

households number is 75 million. That reflects the huge potential of this industry in the long

run.

Major Indian DTH players are; Dish TV which is also the largest private DTH player. DD

direct, Tata Sky, Sun Direct, Big TV etc. are other major players. New entrants are Airtel Digital

TV and Videocon. All players use MPEG-4 technology. MPEG-4 technology is more efficient in

broadcasting superb quality video and more channels as well.


DTH system service offerings include the following:

Subscription TV: The DTH provider’s offer channels on a tiered subscription basis—that

is, most customers subscribe to a basic package of channels and one or more packages

of premium channels, such as the HBO multiplex. Typically, the basic packages include

access to an on-screen electronic program guide and a number of audio-only music

channels. Specialty television subscriptions such as international channels are available.

Subscriptions are also offered for series of events, such as all available games from a

professional sports league.

Pay per view (PPV): PPV services give customers the option to pick a specific program or

series of programs and pay for the selected content as a one-time transaction. The DTH

systems provide extensive PPV offerings including theatrical Films, concerts, and sports

events such as prize fights. In certain cases, the PPV concept has been extended to

selling viewing rights for movie for an entire day rather than for a single showing.

Local channel broadcasts: To provide a seamless, high-quality experience, the satellite

DTH services offer subscription packages of the local channels.

Digital Video Recorders (DVRs): DVRs have proven to be an excellent ancillary

application for satellite services. The aggressive marketing of new receiver types to

“early adopters” gave the service providers a majority of all DVR households The DVR

application benefits from two basic satellite DTH service attributes, the availability of

electronic program guide (EPG) information and of all-digital broadcasts. For a given

program, as indicated in the EPG, the digital content can be directly recorded to a hard

disk drive without the need to perform A/D conversion.

High Definition (HD): When DTH or Direct to Home services came into India, the whole

country gave a very positive welcome as it brought as high quality television viewing

experience. Customers are able to do away with poor quality TV reception and grainy

reception of the signals. Now taking this to the next level is the HD DTH services (DTH

HD Services). All the top DTH service providers are moving to HD DTH services.


DTH leaders in India like Sun DTH, Big TV, Airtel DTH and Tata sky have launched

HD or High Definition services to provide highest quality TV viewing experience.

However, customers should be prepared to shell out more money to enjoy this HD

experience. Even if they are willing to spend more money to enjoy high definition TV, at

present not all the channels available in India are HD channels (HD Channels on DTH).

Only very few channels can be viewed in HD. This makes many people hesitate to invest

money in HD set top boxes. Existing customers will have to upgrade their set top box to

HD enabled set top box. Also they have to have a HD TV because not all televisions are

capable of producing HD quality pictures.

It is hoped that soon the number of HD channels will increase in India within a

short time. The cost of the HD channels is also likely to come down with the increasing

competition in this industry. When DTH entered the Indian market, the cost of this

service was prohibitive and only the rich and elite could afford it. But today that is not

the case anymore as the price of DTH subscriptions has come down dramatically. The

same is expected to happen with HD DTH services.

Sun Direct DTH is the first company to launch HDTV services in India. With this

new service they are now targeting the upper class audience and upper middle class

audience. They targeted middle class and lower class audience with their DTH services.

So they priced it very low to capture the market. Now their target group is different,

they are not likely to keep their prices too competitive. As of now customers will have to

shell out up to ` 100 per HD channel (1080p HD channels) which is too high even for the

upper class audience that are used to paying just ` 200 for all the channels they watch.

Interactive: The simplest interactive television services are not associated with any

particular video services: for example, an electronic program guide, or screens

displaying personalized and localized information, including weather, news, financial

information, lottery results, and so on. More complex interactive services are integrated

with program video and as a result require more complex implementations. On-screen


mosaics of multiple live channels applications are examples of these applications.

Special “middleware” receiver software is responsible for interpreting the received data

and displaying the associated application. Due to the great complexity and the need for

careful management of receiver resources, the technologies deployed to date by

satellite DTH operators have used proprietary middleware implementations.

Considerable work has been done to create standards for interactive services, and the

ATSC “ACAP” standard and the Open Cable “OCAP” standard are noteworthy examples.

As the services and technologies mature, these standards are likely to play significant

role in future digital DTH system implementations.

Home Networking: DTH providers’ newest services feature satellite receivers with

integrated home networking features, including support for connecting to a terrestrial

broad-band path such as DSL. Networked receivers enable digital television to be

recorded on one receiver and played on another. The linkage to the Internet permits

remote DVR scheduling over the Internet and applications such as the transfer of

electronic photos from cell phones to the family’s home network.

Special markets: Although satellite DTH may be symbolized by the small roof-mounted

antenna on a single-family home, the services provide programming for various special

markets.

CHALLENGES FACED BY THE INDUSTRY

Policy and Regulation: Being a nascent industry, there are lots of teething issues with

the current policy framework and it is regulated in reality. Some of the challenges faced

are given below

Lack of exclusive content: In the global DTH market, competition is mostly on proving

niche content. In India, TRAI does not allow a broadcaster to offer content exclusively to

a specific player. Hence content differentiation as a USP is not possible currently in the

Indian scenario. TRAI has clearly indicated that exclusively can be provided only when


DTH market matures and there is perfect competition in the market place. But DTH

operators are feeling that without content differentiation, the competition can only be

on price which may even cannibalize the industry.

The rule of “Must Carry”: DTH is obliged to carry all the channels provided by every

broadcaster on a non- discriminatory basis. However with the capacity constraint in

place, this is not feasible. So in cases, where the operator is willing to broadcast only the

popular channel, the broadcaster either deny giving the entire bouquet or charge price

for the complete bouquet. Operator like Dish TV who have more transponder and

operator who have a cable company backing like Sun Direct are supporting the “Must

Carry” clause whereas transponder-scarce new entrant like Bharti Airtel are against this

clause.

Cap on Foreign Investment: As per the current policy, the total foreign equity including

FDI/NRI/OCB/FII cannot exceed 49% and within that FDI component cannot exceed 20

%. This would reduce the interest of foreign investor as they cannot get a controlling

stake in the company in spite of a heavy investment. On the contrary, up to 74% of

foreign equity, with no limit on FDI, is allowed in the Cable industry. With DTH being a

capital intensive industry, these limitation hurt the expansion plans of the cash

constrained operator.

Cap on Cable Company/Broadcasting Investment: In order to ensure a fair competition,

the current regulation restrict the cap on Broadcasting/Cable company investment in

the DTH venture to 20% and also prevent the DTH firm to hold more than 20% in a

Broadcasting/Cable company. As one can see, the DTH operators are able to overcome

this challenge by spinning of new. But removing this rule would reduce the bureaucracy

involved and also reduce the content cost for an operator due to the synergies created

between him and the Broadcaster.

Interoperability issues: TRAI mandates an open architecture for STBs to ensure technical

interoperability but in reality this is not being implemented. However, with the

increasing consumer awareness, the dilution of this rule would soon be corrected. In

addition, in the recent consultation paper, TRAI also wants to try out the commercial


interoperability (the ability to return a purchase STB or leave a STB) route. Although this

is good from the consumer point of view, DTH operator cannot build a switching cost for

the end user.

Non-availability of transponders: A Ku transponder can be used for 12 to 20 channels

depending on the compression (MPEG 2 or MPEG 4) technology used in the satellite. A

DTH operator will at least need 5 transponder to compete in the market. Right now,

ISRO has INSAT 4A and INSAT 4B in the orbit with 12 Ku transponder each. The next is

INSAT 4CR [September 2007], which opens up another 12 Ku transponder. INSAT 4G will

be launched in 2009-10 with a capacity of 18 Ku transponder. Also with the launch of

INSAT 4G, ISRO would have used up the entire spectrum that was allotted to it by

WARC, ITU Even with 54 transponder by 2010 with 7 operators the demand-supply gap

is huge with each operator getting approximately 150 channels. Also if any of these

launches fall like INSAT 4C it may spoil plans of DTH operator. Current regulation

stipulates a DTH operator to use only Indian satellite or in case of foreign satellite, they

have to be approved and leased by ISRO.


COMPANY PROFILE

TATA Sky

Tata Sky is a DTH satellite television provider in India, using MPEG-2 digital compression

technology, transmitting using INSAT 4A.

It is a joint venture between the Tata Group, that owns 85% and STAR Group that owns

a 15% stake. Tata Sky was incorporated in 2004 but was launched only in 2006. It currently

offers close to 205 channels (as on February 2010) and some interactive ones.

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

130 hours of recording in a MPEG-4 compatible Set Top Box. The remote is provided with

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

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%.


TATA Sky+

Tata Sky+ is a premium set-top box-cum-Personal Video Recorder that allows recording

up to 130 hours of live TV, recording one program while watching another, pause, fast-forward

and rewind a live telecast and review a TV program.

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 registration business unit of Intertek Group. This certification confirms

that every transaction carried out through Tata Sky’s IT systems is highly secure.


TATA SKY FEATURES

Uniform volume level across all channels

Stable set-top-box with less bugs or issues

Customer service is satisfactory and after-sales support is good

Joint venture with International DTH Brand, Sky, famous for its exquisite technology

Exclusive access to some authentic international channels like BBC entertainment etc.

TATA SKY CHANNEL PACKAGES

Package Name No. of

channels

Annual price Semi – Annual price

Monthly price

Annual Mega Pack 185 ` 5,500 ` 3,000 _

Super Hit Pack 67 ` 1600 ` 800 ` 160

Super Value Pack 102 ` 2200 ` 1100 ` 200

Super Saver Pack 127 ` 3025 ` 1550 ` 275

South Starter Pack 76 ` 1250 `. 625 ` 125

South Value Pack 99 ` 2000 ` 1000 ` 200

South Saver Pack 110 ` 2600 ` 1300 ` 260

South Jumbo Pack 143 ` 3410 ` 1760 ` 310


TATA SKY OPTIONAL PACKAGES

Package Name No. of channels Annual price Monthly price

Cosmo Pack 9 ` 450 ` 45

Fun Learning Pack 4 `. 300 ` 30

Lifestyle Gold Pack 15 ` 450 ` 45

Lifestyle Bronze Pack 4 ` 150 ` 15

Sports Gold Pack 2 _ ` 40

Sports Platinum Pack 3 _ ` 65

ESPN & Star Sports

Pack

2 _ ` 40

Sports Bonanza Pack 6 ` 1350 _

Marathi Pack 2 ` 200 ` 20

HD Gold Pack 2 _ ` 30

ACTIVE SERVICE PROVIDED BY TATA SKY

ACTIVE ENGLISH: Active English service will help housewives improve their English

conversational skills, vocabulary and pronunciation from the comfort of their homes, at

a time most convenient to them. With Active English, they can learn how to converse

confidently in English in day to day situations like PTA meetings, malls, banks etc. and

many more. The medium of instruction for this service is Hindi. Lessons learnt through

the week can be revised on weekends. The content for this service is provided by British

Council.


ACTIVE MALL: Active Mall is an interactive service with which you can buy electronic

appliances, household goods and even mobile ringtones and wallpapers at the press of a

button. You can shop from the comfort of your home at a time most convenient to you

and also avail of attractive prices on all products.

ACTIVE WIZKIDS: Designed specifically for preschoolers, Active Wiz kids is a television

based service that aims to continue a child’s learning process at home through a host of

fun learning games, rhymes and art & craft activities.

ACTIVE LEARNING: A quiz based educational service covering Math’s, GK and Science for

children in the age group of 7-11 years. The content for this service is provided by

24x7guru.com

ACTIVE STORIES: A television based story book that children can read and listen to at

their own pace. The service features new stories in English and Hindi every day from the

likes of Panchatantra, Jataka tales and Hitopadesh.

MULTIPLE LANGUAGE FEATURES IN ACTIVE STORIES: Viewer can listen to their favorite

stories in six languages - English, Hindi, Tamil, Telugu, Bengali and Marathi.

ACTIVE COOKING: On Active Cooking one can get their favorite recipe at the press of a

button. The service features four new and easy-to-cook recipes daily, from master chefs

across the country along with handy kitchen tips.


ACTIVEGAMES: Active Games is a range of interactive games for all ages. These games

can be played on television with the help of the Tata Sky remote. The games are

refreshed periodically.

ACTIVE STAR NEWS: Active STAR News is a new-age interactive service which puts in

control of how and when one wants to watch the news. The service presents you with

four screens on a single window, enabling you to go directly to Headlines, Top Stories or

Features.

ACTIVE DARSHAN: Get 24x7 darshan of the following temples on TV: Shirdi Sai Baba,

Mumbai’s SiddhiVinayak, ISKCON and Kashi Vishwanath. This new service is brought to

you in partnership with STAR News.

SHOWCASE: Watch the latest blockbusters from the comfort of home on Tata Sky’s pay-

per-view service, Showcase. All movies come with just a single ad-break and in original

print. The movies can be ordered once and enjoyed multiple times through the day.

RECHARGE OPTION

ONLINE RECHARGE

To recharge and then make payment using:

Credit Cards: All MasterCard, Visa, American Express and Diners Cards accepted.

Debit Cards: Debit cards of all leading banks are accepted.

Net banking: Simply select your bank from the list of banks available


RECHARGE USING THE TATA SKY HEPLINE

The Tata Sky helpline is another convenient way to recharge using credit card. Call the

helpline, select the ‘Recharge’ option and use ‘Pay by Credit Card’ option.

CHEQUE PAYMENT

One can now make Tata Sky payments by cheque.

PAY THROUGH LOCAL DEALER

Most Tata Sky dealers recharge account either by Recharge Vouchers or make payments

through a simple pin less and paperless transaction.

RECHARGE USING MOBILE

Atom mobile application: The atom application for mobile phone is used to recharge

Tata Sky account

AUTO DEBIT

The Auto Debit facility is yet another convenient payment option. With this facility,

subscriber is ensured uninterrupted viewing of Tata Sky.


Reliance BIG TV

Reliance BIG TV is a DTH satellite television provider in India based in Navi Mumbai,

using MPEG-4 digital compression technology, transmitting using MEASAT-3. It is the 5th DTH

service launched in India.

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

Reliance Anil Dhirubhai Ambani Group 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.

Reliance BIG TV's launch in August was probably the biggest roll-out in home

entertainment ever. They deployed the most advanced MPEG4 technology that enabled them

to deliver best quality digital audio-video to the consumer. That apart, it also got prepared for

the future when Hi-Definition TV will be launched in India because only MPEG4 technology can

support HD TV and not MPEG2 which is used by the earlier entrants in the DTH industry.


The MPEG4 technology also gave them advantage of broadcasting at least 50% more

channels compared to the competitors. The superior compression technology of MPEG4 helps

them to broadcast up to 35 to 40 channels per transponder and with 12 transponders in hand

gave them the unique edge of being able to broadcast over 400 channels. They are currently

utilizing only 8 of their transponders to broadcast over 200 channels. They are offering

Channels in various packages like Value Pack, Bronze Pack, Silver Pack, Gold Pack, Diamond

Pack and Platinum Pack and Reliance BIG TV announces 3 New Packages w.e.f from 16th Feb

2010 which are New Value Pack, Bronze Plus Pack and Silver Plus Pack.

Reliance BIG TV's retailer network is spread across 100,000 outlets in 6,500 towns in

India. This was literally unheard of in the DTH industry. They had effectively out-stripped the

competition here. When it came to pricing – packaging, their introductory offer stood at `

1,490/- with 3 to 6 months of free subscription. They also introduced 32 Pay-Per-View Movie

Channels, the highest by any DTH player. Not just that, while other players made subscribers

pay for each movie, Reliance BIG TV introduced the unique concept of Subscriber-Video-On-

Demand (SVOD) under which the subscriber paid a monthly subscription of ` 50/- to get a 24 x

7 access to the 21 PPV channels showing Hindi and Regional Films. Also the first to introduce

dedicated PPV channels for Marathi, Gujarati and Bhojpuri films.

Reliance BIG TV FEATURES

First DTH with MPEG-4 technology hence can carry more number of channels

Awesome picture and audio quality

Lots of channels in base pack hence more cost effective

Can watch 12 channels at a time on single screen

Much better performance even if it rains


RELIANCE BIG TV CHANNEL PACKAGE

Package Name No. of Channels Package Price

[Taxes extra]Non – South South

Value Pack 101 106 ` 115

Bronze Pack 117 122 ` 135

Bronze Plus Pack 120 125 ` 150

Silver Pack 127 132 ` 180

Silver Plus Pack 131 136 ` 200

Gold Pack 139 144 ` 225

Diamond Pack 153 158 ` 270

Platinum Pack 157 162 ` 315

VALUE ADDED SERVICE

The HD will feature a host of hi-tech features including 200 hour recording facility, time

based recording mode of up to 14 days, and a universal remote to control TV-DVD-Set Top Box

(STB).

The company will initially roll out the HD DVR STB across top 100 Indian cities and towns

supported by its distribution network and retail points.

Reliance Big TV has launched this unique application in association with Reliance Money.

Reliance Money has created a unique iStock zone on Reliance BIG TV’s DTH platform. This zone

will not only provide information about Indian and international indices, currencies,

commodity, stock and market news; but also provide Reliance Big TV customers with value

added services including a unique personal portfolio management tracker.


Reliance BIG TV’s subscriber base uses its various interactive features such as iGames,

iCooking, iNews, iAstro and iSports. Though currently offered as a “free of cost service”, as part

of its long term strategy, Reliance BIG TV may decide to monetize its interactive applications

through targeted revenue modules.

Reliance BIG TV sees big appeal for iStock application from cities and smaller towns alike

especially amongst the trading community who has invested in markets and would like to keep

a close watch on their stocks.

Reliance BIG TV’s interactive applications offer a world of exclusive interactive features

at the touch of a button on the Reliance BIG TV remote. iStock is the latest in a bouquet of

growing interactive applications under its interactive services which include sporting action on

iSports, games application iGames, daily astro feature iAstro, recipe-rich iCooking and iNews

with the latest news updates.

RECHARGE OPTION

OXIGEN

Reliance BIG TV has entered into a strategic partnership with “Oxigen”, a premium

recharge service provider to enable its customers to enjoy uninterrupted television viewing.

Customer can recharge by Oxigen’s easy recharge option.

ONLINE RECHARGE

Customer can recharge their monthly subscriptions by logging in www.bigtv.co.in, click

on the `Recharge’ and follow the simple instructions on their computer screen. All they need to

do is enter their Smart Card Number and click on the submit button to proceed.


RECHARGE VOUCHER

In addition, Reliance BIG TV customers can also recharge by a simple Recharge Voucher

(RCV). These vouchers are available at Reliance World & Reliance Mobile Stores and with

various dealers.

MOBILE AND ONLINE CARD PAYMENT

Apart from Oxigen, Reliance BIG TV’s portfolio of easy recharge options include, Online

Payment using Credit/Debit Cards or Internet Banking, Interactive Voice Response (IVR), Mobile

Mode Payment (SMS) or just calling the toll free number 1800-200-9002.


Dish TV

Dish TV is a DTH satellite television provider in India, using MPEG-2 digital compression

technology, transmitting using NSS Satellite. Dish TV’s managing director and Head of Business

is Jawahar Goel who is also the promoter of Essel Group and is also the President of Indian

Broadcasting.

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+ is. Dish TV started

its service in Pakistan with the collaboration of Budget Communication.

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.

Dish TV uses NSS-6 to broadcast its programs. NSS-6 was launched on 17 December,

2002 by European-based satellite provider, New Skies. Dish TV hopped on to NSS-6 from an

INSAT satellite in July 2004. The change in the satellite was to increase the channel offering as

NSS 6 offered more transponder capacity. The main provider for this service is now Dish

Networks.


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

Lanka, Gulf Countries, Bangladesh & Pakistan.

VALUE ADDED SERVICE

Dish TV has tied up with employment service provider monster.com and matrimonial

website Shaadi.com and yatra.com for providing value added services to its customers

Dish TV is planning to launch conditional access modules (CAM) which will allow

consumers owning set-top-box of other operators to switch to Dish TV’s feed of television

channels, a person from a broadcast company with knowledge of the development said. CAM is

a small gadget than can be inserted in the set-top-box and enables the consumers to shift from

one DTH service provider to another without buying a new set top box. DTH players currently

subsidize the set-top-box to get on board a new subscriber hoping to make money over a

longer period through monthly fees.

DISH TV also facilitates recording of two programs simultaneously. With the help of

DVRs, it is possible to record two programs while you watch the third on TV. So the biggest

bonanza comes when one’s favorite show gets recorded quickly on a secured basis while there

is not a point of scope to miss watching the third one. The satellite TV is equipped with

integrated DVR systems, two TV outputs and dual tuners to facilitate such a fantastic action.

These devices enable endless hours of digitally enriched video recording.

Another specified feature is that it can be viewed on smart phones. The latest

technology has made it possible for anyone to watch it on one’s smart phones which are

categorized as iPods and I-Phones. It helps to view TV even while we are travelling.


DISH TV CHANNEL PACKAGES

Package Name No. of channels Package price

Rest of India South

Silver 160+ 146+ ` 125

Silver Saver 169+ 150+ ` 150

Gold 188+ 171+ ` 210

Gold Saver 195+ 178+ ` 270

Platinum 214+ 200+ ` 325

Child 214+ 200+ ` 170

RECHARGE OPTON

ONLINE RECHARGE

Subscriber can recharge by logging into the web site www.dishtv.in. Recharge now

under the Login section on the homepage. Follow only three easy steps to make the recharge.

Enter Viewing Card or Mobile Number. Select Credit/Debit Card or Net Banking or ITZ Card as

payment option.

OTHER OPTION

Check/Drop Box

Easy Bill

DD/Pay Order

Money Order

Mobile Recharge

Recharge it now

Net Banking


http://www.dishtv.in/

Credit Card on IVR

Credit Card Standing Instruction

Credit Card online

Prepaid Card


Airtel digital TV

Airtel Digital TV is the brand name for Bharti Airtel's DTH (Direct to Home) service in

India. It uses MPEG-4 digital compression with DVB-S2 technology, transmitting using INSAT

4CR. Airtel digital TV service was launched on 8 October, 2008.

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

(itv) and 7-day EPG (electronic program guide). Interactive Service (itv) of Airtel digital TV

includes an 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.

FEATURES OF Airtel Digital TV

Generally most Direct-To-Home setup box don’t work in bad weathers like rainy times

but Airtel’s set top box is 20% bigger than other providers to make sure the service is not

interrupted and the subscribers can continue enjoying their TV shows. You can watch onscreen

account details, book cinema tickets, browse & travel holiday packages, make tele-shopping,


get city based information guides and also get the stock updates using widgets along with

Worldspace radio content, which makes Airtel Digital TV superior than other providers because

they offer seriously extra features which others don’t offer.

OTHER FEUTURES

Universal remote – that works for both Set Top Box and TV

Highest Set Top Box memory – meaning more interactive applications

World space Radio – integrated satellite radio for music fans

Interactive applications – iMatinee (Book cinema tickets), iTravel (book travel packages),

iShop (Shop on TV), iCity (Get city information)

High quality games – refreshed every 6 weeks

Audio gain control – ensures uniform audio levels across all channels

On screen account meter – keep track of monthly expenses

Last viewed channel – restored after power disruption/switch off

Low battery indicator – Time to recharge

VALUE ADDED SERVICE

Airtel digital TV, the DTH service from Bharti Airtel, has launched a set top box which

enables TV recording through a mobile phone from anywhere.

The Airtel digital TV recorder connects the mobile to the TV. Customers need to send an

SMS from a registered mobile number which is linked to an Airtel digital TV account. They can

then download the mobile recording application. Using their customer ID and password they

can log in and record shows using any mobile Java and GPRS enabled handset.


Shop on Airtel DTH via iShop

Subscribers will be able to place orders through iShop's call center without stepping out

of their homes. India Times Shopping has launched the shopping facility on Airtel's DTH

interactive services platform under the brand name 'iShop.' iShop will function as a real-time

24-hour shopping channel on television. With iShop, subscribers will be able to purchase

electronic items, mobile phones, apparels and accessories, books and magazines, gifts and

flowers, and health and beauty products. This facility will allow users various payment options

like cash on delivery, cheque, and credit card.

Internet facility

Magic @ Home Value: 139 channels are provided for a rent of ` 999 per month. Movies

worth ` 150 for first three months are given. Broadband of speed 256 kbps is provided

with unlimited data transfer and Airtel mail.

Magic @ Home 384: 139 channels are provided for ` 1299 per month. Movies worth `

150 for first three months are given. Broadband of speed 384 kbps with unlimited data

transfer can be utilized through this plan.

Magic @ Home Turbo: 139 channels are provided for a rent of ` 1499 per month.

Movies worth ` 150 for first three months are given. Broadband of speed 512 kbps in

day, 1 mbps at night is provided with unlimited data transfer. Value added services like

Airtel mail, PC Secure, Speed on Demand and unlimited gaming are also made available.

Magic @ Home Freedom 1 mb: 139 channels are provided for a rent of ` 1899 per

month. Movies worth ` 150 for first three months are provided. Broadband of speed 1

mbps is provided with unlimited data transfer. Value added services like Airtel mail, PC

Secure, Speed on Demand and unlimited gaming are also made available.


AIRTEL DIGITAL TV CHANNEL PACKAGE

Package Name No. of channels Package price[Monthly][Taxes extra]

Rest of India South Rest of India SouthSuper Value Pack 93 93 ` 115 ` 110New Value Pack 108 - ` 145 -Economy Pack 139 138 ` 200 ` 200Mega Pack 159 154 ` 275 ` 275Ultra Pack 167 164 ` 330 ` 345

RECHARGE OPTION

Recharge by IVR: Subscriber can simply call to the toll free number 1800 102 8080 or

020-40181400 (tolled) from any of Registered Telephone Numbers.

Subscriber chooses account recharge from the Menu option. Select the denomination

amount for payment / recharge and enter credit card details for to debit the amount

toward the services subscription.

Recharge on the web: Subscriber can recharge instantly from website. To do this, first

need to register on website www.airtel.in/digitaltv with Customer ID. Subscriber will be

given a secured login ID and password.

Customers have the following online payment options any of the following banks to

directly transfer amount from the bank account

State Bank of India

AXIS Bank

State Bank of Indore

Punjab National Bank

ABN Amro

IDBI


IndusInd Bank

HDFC

Union Bank of India

Kotak Mahindra Bank

Bank of Baroda

State Bank of Bikaner and Jaipur

State Bank of Patiala

Bank of India

Recharge through Airtel mobile: Airtel digital TV presents an easy and secure way to

recharge DTH account. Here subscriber can make recharge payments from Airtel mobile

phone anytime, anywhere through the interactive mCheck application.


REVIEW OF LITERATURE

DTH Industry in India: Past, Present and Future

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

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

Thus the DTH has a 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.

Let’s have a look at how the DTH industry has grown in these 5 years. In 2005 Dish TV

was the only player in the DTH industry and was registering subscriber growth mainly in the

areas where cable TV was 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 DTH subscriber.

Followed by this Reliance 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 campaigns. Tata Sky

gained the maximum subscribers during this period.

Today the market shares of various players are as follows

Dish TV: 30%

Sun Direct: 25%

Tata Sky: 22%


BIG TV: 13%

Airtel : 8%

Videocon D2H : 2%

So where is the real growth happening for the DTH industry? Is it the urban areas or rural?

Though DTH is comparatively expensive than cable service, the growth is coming from the rural

area. If we see statistics 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 generator/ invertors,

which is not possible with the cable service in most of the areas.

Though DTH has certain advantages such as better picture/ sound quality, better customer

service. It also has a disadvantage of price. The DTH player have to pay various taxes such as

Adjusted gross receipts @ 10%, service tax @ 12.36%,VAT @ 12.5%,CST@3%,corporate tax,

Excise duty@ 16%, Customs duty, CVD ,customs duty etc. Whereas the local cable operators

easily get away with government taxes by underreporting the subscriber base. Thus gaining a

clear cost advantage. The regulator should take a note for the same and provide regulations for

the same.

At the same time in Indian market “One size fits all” strategy doesn’t work for long. So, the

DTH players have to design packages suitable for rural consumers enable them to enjoy the

digital content.

The DTH industry is expected to grow at a CAGR of close to 24% .The future of DTH industry

will largely depend on innovative marketing tactics adopted by the DTH players. The stage is all

set for DTH industry. Let the real game begin.


What is a CUSTOMER?

In general terms, a customer is a person or organization that a marketer believes will

benefit from the goods and services offered by the marketer’s organization. As this definition

suggests, a customer is not necessarily someone who is currently purchasing from the

marketer.

In fact, customers may fall into one of three customer groups:

Existing Customers: Consists of customers who have purchased or otherwise used an

organization’s goods or services, typically within a designated period of time. For some

organizations the time frame may be short, for instance, a coffee shop may only

consider someone to be an Existing Customer if they have purchased within the last

three months. Other organizations may view someone as an Existing Customer even

though they have not purchased in the last few years. Existing Customers are by far the

most important of the three customer groups since they have a current relationship

with a company and, consequently, they give a company a reason to remain in contact

with them. Additionally, Existing Customers also represent the best market for future

sales, especially if they are satisfied with the relationship they presently have with the

marketer

Former Customers: This group consists of those who have formerly had relations with

the marketing organization typically through a previous purchase. However, the

marketer no longer feels the customer is an Existing Customer either because they have

not purchased from the marketer within a certain time frame or through other

indications. The value of this group to a marketer will depend on whether the

customer’s previous relationship was considered satisfactory to the customer or the

marketer. For instance, a Former Customer who felt they were not treated well by the

marketer will be more difficult to persuade to buy again compared to a Former

Customer who liked the marketer but decided to buy from someone else who had a

similar product that was priced lower.


Potential Customers: The third category of customers includes those who have yet to

purchase but possess what the marketer believes are the requirements to eventually

become Existing Customers. The requirements to become a customer include such

issues as having a need for a product, possessing the financial means to buy, and having

the authority to make a buying decision. Locating Potential Customers is an ongoing

process for two reasons. First, Existing Customers may become Former Customers and,

thus, must be replaced by new customers. Second, while we noted above that Existing

Customers are the best source for future sales, it is new customers that are needed in

order for a business to significantly expand. In order to realize stronger growth the

company may seek to sell their products in other countries where Potential Customers

may be quite high.

For most organizations understanding customers is the key to success while not

understanding them is a recipe for failure. It is so important that the constant drive to satisfy

customers is not only a concern for those responsible for carrying out marketing tasks;

satisfying customers is a concern of everyone in the entire organization.

Who is The CUSTOMER?

Every person who enters the business is a potential customer. Even though they may

not purchase something today, they may purchase something tomorrow. What a salesperson

needs is a better way of determining who the customer really is. One way of doing this is by

understanding the steps of the buying and selling process and then determining where the

customer is in this process at the moment the salesperson greets him.

“AIDA” the selling process, originally conceived as a guide for the creator of good

advertising copy. AIDA is a memory device standing for:


A -- Attention

I -- Interest

D -- Desire

A -- Action

If an advertisement follows these principles, then first it secures the reader's attention,

which arouses interest, creating a desire to take action to purchase the advertised product.

Shoppers are at some point in this selling process when they enter the store. Salespeople who

can recognize at which step of the process the customer is when they meet him can accurately

classify the customer and use the information to help make the sale.

Consider the three basic types of customers and at what step they are in the selling process.

Customers who know what they want.

Customers who do not know exactly what they want but have a need.

Customers who do not know if they want or need anything.

Customer for DTH service

DTH is related to TV viewers so customer for DTH services are from all ages groups from

children to working peoples (male/female) to old age peoples .Viewers like children uses DTH

service to see cartoons movies coming in their favorite channels, young’s peoples like to watch

sports, news movies etc. Old age people like to see religious and religious channel all are

provided with best clarity sound feature by DTH. Also the value added service provided by DTH

also is an added advantage for using DTH services. Usage of DTH is not limited to a particular

age group and so the target customer for DTH services is huge.


What is SATISFACTION?

The degree to which customer expectations of a product or service are met or exceeded

Corporate and individual customers may have widely differing reasons for purchasing a product

or service and therefore any measurement of satisfaction will need to be able to take into

account such differences. The quality of after-sales service can also be a crucial factor in

influencing any purchasing decision. More and more companies are striving, not just for

customer satisfaction, but for customer delight, that extra bit of added value that may lead to

increased customer loyalty. Any extra added value, however, will need to be carefully cost.

Satisfaction is an overall psychological state that reflects the evaluation of a relationship

between the customer/consumer and a company-environment-product-service. Satisfaction

involves of the following three psychological elements: cognitive (thinking/evaluation), affective

(emotional/feeling), and behavioral.

EXPECTATIONS and CUSTOMER SATISFACTION

Expectations are beliefs (likelihood or probability) that a product/service (containing

certain attributes, features or characteristics) will produce certain outcomes (benefits-values)

given certain anticipated levels of performance based on previous affective, cognitive, and

behavioral experiences. Expectations are often seen as related to satisfaction and can be

measured as follows:

IMPORTANCE: Value of the product/service fulfilling the expectation.

OVERALL AFFECT—SATISFACTION EXPECTATIONS: The liking/disliking of the

product/service.


FULFILLMENT OF EXPECTATIONS: The expected level of performance vs. the desired

expectations. This is “Predictive Fulfillment” and is a respondent specific index of the

performance level necessary to satisfy.

EXPECTED VALUE FROM USE: Satisfaction is often determined by the frequency of use. If

a product/service is not used as often as expected, the result may not be as satisfying as

anticipated. For example a Harley Davidson that sits in the garage, an unused year

subscription to the local fitness center/gym, or a little used season pass to a ski resort

would produce more dissatisfaction with the decision to purchase than with the actual

product/service.

Need of Organizations Focus on Customer Satisfaction

Businesses monitor customer satisfaction in order to determine how to increase their

Customer base, customer loyalty, revenue, profits, market share and survival. Although greater

profit is the primary driver, exemplary businesses focus on the customer and his/her experience

with the organization. They work to make their customers happy and see customer satisfaction

as the key to survival and profit. Customer satisfaction in turn hinges on the quality and effects

of their experiences and the goods or services they receive.

SATISFACTION for DTH customers

DTH service provider tries to satisfy its customer by giving its best of best facilities to its

user then that of the service given by the cable user. There are lots of incapability’s of cable to

its user which the DTH try to fulfill like excellent service. Its good and new development in the

world of TV technology .It has mpeg 4 technology with recording feature. So one can record

your favorite program and can watch it later.


Customer care

DTH provider gives 24X7 customer service to its user. Its toll free customer care

numbers where you can solve your problem with one free call. If you want movie on demand or

want to change your plan then you can do it with one single call.

Easy recharge options

There are various form of recharge option are available to its user. One can choice

recharges coupons or online recharge or through mobile can recharge its monthly subscription.

In villages availability of recharge coupons are very easy that’s why DTH user is increasing in

rural areas also.

Different Channel Package

DTH provides it’s user a wide range package offer to choice. Customer only needs to pay

what they wish to see. DTH provides package with discount rate to a premium rate to fit

accordingly the paying ability of its user.

Value Added service

Value added services are a term that is used to refer to service options that are

complimentary to but also ancillary to a core service offering. The term is utilized widely in a

number of industries, most notably telecommunications, DTH. Value added services are often


introduced to customers after the client has purchased the core service that these ancillary

offerings center around.

In some instances, a value added service is something extra that is provided to a

customer at no additional charge. At other times, the ancillary service is offered to an existing

customer as an added service that is available for a modest additional fee. The actual pricing

structure for value added services will usually depend on whether the providers sees the

services as amenities that are intended to create a stronger rapport with customers or as an

additional revenue stream.

Value added services provide advantages for both the customer and the service

provider. Customers have the opportunity to receive something above and beyond their basic

needs. Providers benefit from the increased rapport with the client that is likely to translate

into a more consistent flow of revenue. These additional custom services often cost the

provider little to nothing to provide, yet have the potential to enhance the growth and the

reputation of the company significantly.

Value Added services provided by DTH

The DTH subscriber market in India has seen an accelerated growth and crossed

approximately nine million subscribers. In a short span of time, the entry of multiple players has

increased the competition. It became important for DTH provider to give extra to its user to get

a competitive edge over others. DTH players are now coming up with new value added service

for its customer not to retain its existing customer but also to attract new customer.

With improvement technology DTH player are able to come up with new added service

which can be enjoyed by the customer. The various value added service provided by different

players:


Active English, Active Mall, Active Wizkids, Active Learning, Active Cooking, Active

Games, Active Star News, Showcase

iStock, iGames, iCooking, iNews, iAstro and iSports, Live Recording up to 200 hours

Easy access Monster.com, Shaadi.com, yatra.com, conditional access modules (CAM),

facilitates recording of two programs simultaneously, can be viewed on smart phones

like i-phone

iShop, Internet Facility, Recording of live program for mobile

Customer Care service

Customer care can be defined as the ability of an organization to meet the customer

wants and needs. Without the proper customer service business cannot shine and it would be

faded away soon. Hence, business needs to provide an excellent customer support in order to

withstand among the competitors. It is the ability of an organization to exceed the expectations

of the customer constantly and consistently. To achieve this, one perspective towards the idea

of customer service has to be changed. To exceed the expectations, one should know what the

expectations are. To identify each and every aspect of the customer on your product or service.

Importance of customer care

According to the many business guru's and to many more successful companies, the key

to success lies not only in having a good product, but also in being able to provide the customer

with the level of service they desire. After all Sales are vital to business, so one should take care

of its customer. Its help to maximize to increase the sale and also help to retain and attract

customer. A poor customer service will cause to lose its existing customer on whom so many

money is been spent and also gives bad impression and unable to gain new customer.

Organization need a reliable flexible way of managing its customers and a way which can help


to gain information on the service the business is delivering. Once these examples of good

customer care are established one can ensure that entire organization follows it to be an

excellent customer care system.

Support Service provided by DTH

Different DTH player provides support to its customer by providing toll free number so

that any problem regarding the service can be informed to the company and requisite action

can be taken to solve the problem. All DTH players provides its customer toll free no. to lodge

their complains and problems.

What is DTH service?

The Direct-To-Home (DTH) service is a digital satellite service that provides television

services direct to subscribers anywhere in the country. Since it makes use of wireless

technology, programs are sent to the subscriber's television direct from the satellite eliminating

the need for cables and any cable infrastructure This is particularly valuable in remote and

difficult to reach areas where cable and in many cases, terrestrial television services are poor or

nonexistent. DTH services also provide the finest of picture and sound quality which is

considered to be second to none worldwide. Now surround sound, home theaters, live concerts

and daily television programming are all delivered to your home with the same quality as any

modern movie theater.


How does DTH work?

A DTH network consists of a broadcasting center, 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 into the digital format and the multiplexer

mixes these signals. At the user end, there will be a small dish antenna and set-top boxes to

decode and view numerous channels. On the user's end, receiving dishes can be as small as 45

cm in diameter.

DTH is an encrypted transmission that travels to the consumer directly through a

satellite. DTH transmission is received directly by the consumer at his end through the small

dish antenna. A set-top box, unlike the regular cable connection, decodes the encrypted

transmission.

How does DTH really differ from cable TV?

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 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 the house. As

explained above, in DTH signals directly come from the satellite to DTH dish.

In DTH one can choose what he likes and only pay for what he/she wants to watch. It is

not an all or nothing proposition like most cable.


Premium Channels, according to customer choice, selectable anytime by a simple call to

the Customer Service Center.

Advanced Viewing Control Features like the Electronic Program Guide (EPG) which

provides the user with the current and next program on all channels, Parental Lock which

safeguards its children’s viewing options, and Pre-booked Pay-Per-View and Impulse Pay-Per-

View – Watch that boxing or golf match, horse racing or Olympic events you have been waiting

to see – in the comfort of home.


RESEARCH METHODOLOGY

What is RESEARCH?

Research can be defined as the search for knowledge or any systematic investigation to

establish facts. The primary purpose for applied research (as opposed to basic research) is

discovering, interpreting, and the development of methods and systems for the advancement

of human knowledge on a wide variety of scientific matters of our world and the universe.

Research can use the scientific method, but need not do so.

Scientific research relies on the application of the scientific method, a harnessing of

curiosity. This research provides scientific information and theories for the explanation of the

nature and the properties of the world around us. It makes practical applications possible.

Scientific research is funded by public authorities, by charitable organizations and by private

groups, including many companies. Scientific research can be subdivided into different

classifications according to their academic and application disciplines.

Research processes

Generally, research is understood to follow a certain structural process. Though step

order may vary depending on the subject matter and researcher, the following steps are usually

part of most formal research, both basic and applied:

Formation of the topic

Hypothesis

Conceptual definitions

Operational definition


Gathering of data

Analysis of data

Test, revising of hypothesis

Conclusion, iteration if necessary

A common misunderstanding is that by this method a hypothesis can be proven or

tested. Generally a hypothesis is used to make predictions that can be tested by observing the

outcome of an experiment. If the outcome is inconsistent with the hypothesis, then the

hypothesis is rejected. However, if the outcome is consistent with the hypothesis, the

experiment is said to support the hypothesis. This careful language is used because researchers

recognize that alternative hypotheses may also be consistent with the observations. In this

sense, a hypothesis can never be proven, but rather only supported by surviving rounds of

scientific testing and, eventually, becoming widely thought of as true (or better, predictive), but

this is not the same as it having been proven. A useful hypothesis allows prediction and within

the accuracy of observation of the time, the prediction will be verified. As the accuracy of

observation improves with time, the hypothesis may no longer provide an accurate prediction.

In this case a new hypothesis will arise to challenge the old, and to the extent that the new

hypothesis makes more accurate predictions than the old, the new will supplant it.

Research methods

The goal of the research process is to produce new knowledge, which takes three main

forms (although, as previously discussed, the boundaries between them may be obscure):

Exploratory research: which structures and identifies new problems

Constructive research: which develops solutions to a problem

Empirical research: which tests the feasibility of a solution using empirical evidence


Research can also fall into two distinct types:

Primary research

Secondary research

In social sciences and later in other disciplines, the following two research methods can

be applied, depending on the properties of the subject matter and on the objective of the

research:

Qualitative research

Quantitative research

Research is often conducted using the hourglass model Structure of Research. The

hourglass model starts with a broad spectrum for research, focusing in on the required

information through the methodology of the project (like the neck of the hourglass), then

expands the research in the form of discussion and results.

PRIMARY RESEARCH

Primary research (also called field research) involves the collection of data that does not

already exist. This can be through numerous forms, including questionnaires and telephone

interviews amongst others. This information may be collected in things like questionnaires and

interviews. The term is widely used in market research and competitive intelligence. May be

very expensive because many people need to be confronted. By the time the research is

complete it may be out of date. People may have to be employed or avoid their primary duties

for the duration of the research. People may not reply if emails or letters are used.


DESCRIPTIVE REASEARCH

Descriptive research is used to obtain information concerning the current status of the

phenomena to describe "what exists" with respect to variables or conditions in a situation. The

methods involved range from the survey which describes the status quo, the correlation study

which investigates the relationship between variables, to developmental studies which seek to

determine changes over time.

Statement of the problem

Identification of information needed to solve the problem

Identification of target population and determination of sampling procedure

Design of procedure for information collection

Collection of information

Analysis of information

Generalizations and/or predictions

Descriptive research designs include the following

Simple descriptive

Comparative descriptive

Correlational


A simple descriptive research design is used when data are collected to describe

persons, organizations, settings, or phenomena. For example, a researcher administers a survey

to a random sample of teachers in the state in order to describe the characteristics of the

state’s population of teachers.

With a comparative descriptive design, the researcher describes two or more groups of

participants. For example, a researcher administers a questionnaire to three groups of teachers

about their classroom practices. The researcher chooses the three schools because the schools

vary in terms of the amount of professional development that they provide to teachers.

A correlational research design is used to describe the statistical association between

two or more variables. For example, a researcher measures the student-teacher ratio in each

classroom in a school district and measures the average student achievement on the state

assessment in each of these same classrooms. Next the researcher uses statistical techniques to

measure whether the student-teacher ratio and student achievement in the school district are

connected numerically; for example, when the student-teacher ratio changes in value, so does

student achievement. The researcher can then use the student-teacher ratio to predict student

achievement, a technique called regression analysis. When there is more than one predictor

variable, the technique of multiple regression analysis produces a multiple correlation that is

used for prediction.

Descriptive research can be either quantitative or qualitative. It can involve collections

of quantitative information that can be tabulated along a continuum in numerical form, such as

scores on a test or the number of times a person chooses to use a-certain feature of a

multimedia program, or it can describe categories of information such as gender or patterns of

interaction when using technology in a group situation. Descriptive research involves gathering


data that describe events and then organizes, tabulates, depicts, and describes the data

collection. It often uses visual aids such as graphs and charts to aid the reader in understanding

the data distribution. Because the human mind cannot extract the full import of a large mass of

raw data, descriptive statistics are very important in reducing the data to manageable form.

When in-depth, narrative descriptions of small numbers of cases are involved, the research uses

description as a tool to organize data into patterns that emerge during analysis. Those patterns

aid the mind in comprehending a qualitative study and its implications.

Most quantitative research falls into two areas: studies that describe events and studies

aimed at discovering inferences or causal relationships. Descriptive studies are aimed at finding

out "what is" so observational and survey methods are frequently used to collect descriptive

data. Studies of this type might describe the current state of multimedia usage in schools or

patterns of activity resulting from group work at the computer.

Descriptive statistics utilize data collection and analysis techniques that yield reports

concerning the measures of central tendency, variation, and correlation. The combination of its

characteristic summary and correlational statistics, along with its focus on specific types of

research questions, methods, and outcomes is what distinguishes descriptive research from

other research types.

Three main purposes of research are to describe, explain, and validate findings.

Description emerges following creative exploration, and serves to organize the findings in order

to fit them with explanations, and then test or validate those explanations.

The Nature of Descriptive Research

The descriptive function of research is heavily dependent on instrumentation for

measurement and observation. Since descriptive research spans both quantitative and

qualitative methodologies, it brings the ability to describe events in greater or less depth as

needed, to focus on various elements of different research techniques, and to engage


quantitative statistics to organize information in meaningful ways. Descriptive studies can yield

rich data that lead to important recommendation.

Methods of Data collection for descriptive Research

The methods of collecting data for descriptive research can be employed singly or in

various combinations, depending on the research questions at hand. Descriptive research often

calls upon quasi-experimental research design. Some of the common data collection methods

applied to questions within the realm of descriptive research includes surveys, interviews,

observations, and portfolios.

Methods of data collection are

Survey Techniques: Structured questions to assess people’s beliefs, attitudes, and self-

reports of behavior. If the researcher wishes to generalize the responses to a

population, it is important to have a representative sample. Surveys that rely on self-

selection produce non-generalizable results. Surveys also provide information for

correlational research. One can correlate responses to some questions (often

demographic questions) with responses to other questions (often attitudes or reports of

behavior). Survey question must be clear and unambiguous. Even if the questions are

unambiguous and non-leading, people may display a social desirability bias and give

positive or socially acceptable and desirable answers. Survey methods include: (1) the

interview or face-to-face method which is generally viewed as the best method for

obtaining a high rate of responses but is also very costly; (2) phone surveys, which are

less expensive but have a higher non-response rate; and (3) written or mail surveys,

which are least expensive but have a very high non-response rate. Follow-up messages

can help increase the response rate.


Questionnaires: A questionnaire is a tool to collect the data. It is very helpful to study

behavior, past and present. Demographic characteristic such as age, sex, income,

occupation. Attitude and opinion.

Steps involve in developing a questionnaire

Determine the Objectives: What is to be finding out should be ascertained and following

this the questionnaire should be to set. This is a very important step in whole process

because if the objective is not properly defined then the data and result obtain won’t

give any right suggestion or advice.

Delimiting the Sample: The size of the sample should be determined from whom the

information is to be obtain. Very large sample or too small sample size will lead to error

in result. Therefore sample size should be optimum so as to maximize the information.

Constructing the Questionnaire: When people first attempt to build questionnaires they

quickly discover that questions that appear clear to them are often open to many

different interpretations. It is a time consuming task and once again need to consider

how to plan and analyze the possible responses. The format of the questionnaire must

consider the most appropriate format:

Open-Ended Questions allow the responder a variety of response options. The

good part is that responders are free to say what they like. The bad part is that

they take more time to answer and are tougher to analyze.

Closed Questions direct responders to certain choices among provided options.

Responders are asking to rank order choices, select a score on a scale, or

respond to provided categories. The wording of the questions, and the length

and appearance of the questionnaire requires careful consideration to maximize

the returns.


Conducting a Pilot Study: A pilot study is an essential first step.

Cover Letters: Many questionnaires will not be returned. Some people will discard them

immediately upon receipt because they feel they don’t have time. Others will look at the

length or the type of information requested and then ignores or discards. The cover

letter include with the questionnaire creates a first impression and may sway whether

or not get a return. A brief, grammatically well written letter outlining clearly why one is

requesting assistance may keep the questionnaire out of the discard pile (at least for the

time being!). Usually, the cover letter will include a requested date to receive the

response.

Sending the Questionnaire: Sending the questionnaire through mail helps to reach a

large number of respondents throughout the country. Some questions which cannot be

answered immediately and needs some thinking on part of respondent, this method is

the best way to get answer in proper way. It saves cost, personal and sensitive questions

are well answered.

Follow up: Response rates are typically much lower than expected. Some types of

questionnaires with certain samples might elicit much higher than average responses. A

50% response rate is often as good as it gets. To increase responses many researchers

develop a system of follow-ups. These might begin with a postcard reminder, then be

followed up with another questionnaire, and finally - if the response is vital - with a

phone call. When response rates are extremely low (10-20%), the value of the findings is

highly questionable.

Analyzing the Results and Preparing the Report: Once the questionnaires have been

returned with a satisfactory response rate, the data must be analyzed and reported.

Most often descriptive statistics (means, medians, modes, %, demographic data etc.)

will be used. Remember however, that methods of analysis will of course have been

decided in the planning phase of the study. To a great extent, the nature of the

discussion section in r study will depend on the results obtain.


The Delphi Method

The Delphi method is a systematic, interactive forecasting method which relies on a

panel of experts. The Delphi technique is another way of obtaining group input for ideas and

problem-solving. Unlike the nominal group process, the Delphi does not require face-to-face

participation. It uses a series of carefully designed questionnaires interspersed with information

summaries and feedback from preceding responses.

In a planning situation, the Delphi can be used to:

Develop a number of alternatives;

Assess the social and economic impacts of rapids community growth;

Explore underlying assumptions or background information leading to different

judgments;

Seek out information on which agreement may later be generated;

Correlate informed judgments on a subject involving many disciplines;

Educate respondents on the diverse and interrelated elements of a topic.

The Delphi begins with the initial development of a questionnaire focusing on the

identified problem. An appropriate respondent group is selected, and then the questionnaire is

mailed to them. Each participant answers the questionnaire independently and returns it. The

initiators of the questionnaire summarize responses, and then develop a feedback summary

and a second questionnaire for the same respondent group. After reviewing the feedback

summary, respondents independently rate priority ideas included in the second questionnaire,

then mail back the responses. The process is repeated until investigators feel positions are firm

and agreement on a topic is reached.


DATA ANALYSIS

TABLE I: People aware of DTH Services

Option Total response Percentage

Aware 134 26.8

Not aware 366 73.2

27%

73%

DTH awareness

AwareNot aware

Interpretation:

Many people still do not aware of DTH services. They do not know what DTH stands for

or what the service is exactly providing to the customers. We found that many people

recognized DTH only when it was mentioned as Tata Sky/Dish TV/Big TV. As shown above only

26.8% respondents are aware of the DTH service or what DTH stands for.


TABLE II: People using DTH service


DTH users 197 39.4

Cable users 303 60.6

39%

61%

DTH & Cable users

DTH usersCable users

Interpretation:

The DTH penetration is 39.4% while Cable connection still captured as large as 60.6% of

the market*. With this growing rate DTH can capture 50% of the market by 2012.

*Based on 500 random samples.


TABLE III: The DTH services and their users

Options Total response Percentage

Airtel Digital TV 32 16.2

Dish TV 15 7.6

Reliance Big TV 37 18.8

Sun DTH 36 18.3

Tata Sky 71 36.0

Videocon D2H 4 2.0

DD Direct 2 1.0

16%

8%

19%18%

36%

2% 1%

All companies' share

Airtel Digital TVDish TVReliance Big TVSun DTHTata SkyVideocon D2HDD Direct

Interpretation:

Tata Sky is leading the market with 36%, followed by Reliance Big TV 18.8%, Sun DTH

18.3%, and Airtel Digital TV with 16.2%.


TABLE IV: Reason for choosing the service


Good picture & sound quality 83 42.1

Poor cable service 50 25.4

Flexible package offer 52 26.4

Compatibility with TV sets 12 6.1

42%

25%

26%

6%

Reason for choosing

Good picture & sound qualityPoor cable serviceFlexible package offerCompability with TV sets

Interpretation:

Majority of people (42.1%) choose DTH services for the better picture and sound quality

provided as compared to normal cable connection. Flexible channel packages of DTH service

(26.4%) and poor cable service (25.4%) are also a major reason for opting DTH.


TABLE V: Source of awareness


Newspapers & magazines 48 24.4

Advertisements on TV, Radio etc. 104 52.8

Friends & family 39 19.8

Internet 6 3.0

24%

53%

20%3%

Source of awareness

News papers & magazinesAdvertisements on TV, Radio etc.Friends & familyInternet

Interpretation:

The advertisements on TV, radio is the major source for promoting and creating

awareness for DTH with 52.8% response, followed by advertisements on published media with

24.4% and friends & family reference with 19.8%.


TABLE VI: Users of the Value Added services


Yes 43 21.8

No 115 58.4

Rarely 39 19.8

22%

58%

20%

Usages of value added services

YesNoRarely

Interpretation:

A large number of people, 58.4% are not using the value added services provided by the

DTH companies. 19.8% people rarely uses the services. Only 21.8% are using the services

currently.


TABLE VII: Packages using


South India packs 156 79.2

Rest of India packs 41 20.8

79%

21%

Packages using

South India packsRest of India packs

Interpretation:

79.2% people are using the South India Channels Packages and 20.8% go for the Rest of

India Channel Packages.


TABLE VIII: Customers’ satisfaction with the packages


Yes 114 57.9

No 30 15.2

To some extent 48 24.4

Can't say 5 2.5

58%

15%

24%3%

Customers’ satisfaction

YesNoTo some extentCan't say

Interpretation:

57.9% people are satisfied with the number of channels they are getting with the

subscribed packages, while 15.2% people are not satisfied and 24.4% are satisfied to a certain

extent but want some additional channels.

TABLE IX: Customer Care rating



Excellent 32 16.2

Good 104 52.8

Average 57 28.9

Poor 4 2.0

16%

53%

29%

2%

Customer Care

ExcellentGoodAveragePoor

Interpretation:

More than half of people are satisfied with the Customer Care service of the DTH

players. 52.8% rated it as good while 16.2% rated the services as excellent, i.e. a total of 69%

are fully satisfied with the services.


TABLE X: DTH account recharging mode


Recharge coupons 124 62.9

Online recharge 70 35.5

Mobile recharge 3 1.5

63%

36%

2%

Recharge couponsOnline rechargeMobile recharge

Interpretation:

The main mode of recharge the DTH account is the recharge coupons with 62.9%. 35.5%

people go for the online recharge option.


TABLE XI: Availability of recharge coupons


Excellent 17 8.6

Good 67 34.0

Average 71 36.0

Poor 42 21.3

9%

34%

36%

21%

Availability of recharge coupons


Interpretation:

The availability of recharge coupons are not good in many localities and customers find

it little inconvenient.


TABLE XII: Technologies desired


Internet with DTH 59 29.9

Universal remote 98 49.7

No set top box 15 7.6

Recording 25 12.7

30%

50%

8%13%

Technologies desired

Internet with DTHUniversal remoteNo set top box

Interpretation:

Almost half of the people (49.7%) want a Universal Remote with their DTH connection.

While 29.9% people want internet connection with their DTH connection and 12.7% want the

recording feature with the DTH.


TABLE XIII: Overall rating for DTH


Excellent 18 9.1

Good 128 65.0

Average 42 21.3

Poor 9 4.6

9%

65%

21% 5%

Overall rating for DTH


Interpretation:

Majority of customers are satisfied with the overall performance of the DTH players.


TABLE XIV: Reason for using cable


Low monthly rental 129 42.6

Number of local channels 77 25.4

Frequent airing of local movies 48 15.8

No or very less installation charges 49 16.2

43%

25%

16%

16%

Reason for using cable

Low monthly rentalNumber of local channelsFrequent airing of local moviesNo or very less installation charges

Interpretation:

42.6% people subscribing the normal cable connection for low monthly rental. And

25.4% want to go for the number of local channels provided by the cable operator. While 15.8%

are using cable for the airing of local movies and 16.2% are using it because of the free

installation or in some cases a minimal charge.


TABLE XV: Satisfaction with the provided channels


Yes 139 45.9

No 66 21.8

To some extent 85 28.0

Can’t say 13 4.3

46%

22%

28%4%

Satisfaction with the channels

YesNoTo some extentCan't say

Interpretation:

Most of the people (46.9%) are satisfied with the channels provided by the cable

operator. While 28.0% want some extra channels and 21.8% are not satisfied at all.


TABLE XVI: Users of digital set top box with cable connection


Yes 105 34.7

No 198 65.3

35%

65%

User of STB

YesNo

Interpretation:

65.3% are not using any Digital Set Top Box with the cable connection and the remaining

34.7% are using it.


TABLE XVII: Satisfaction with customer care of cable operator


Excellent 14 4.6

Good 142 46.9

Average 115 37.9

Poor 32 10.6

5%

48%37%

11%

Customer satisfaction


Interpretation:

46.9% customers are satisfied with the customer care service of the cable operators,

while 37.9% rated it as average and 10.6% thinks it is poor.


TABLE XVIII: Picture and sound quality of cable connection


Excellent 16 5.3

Good 151 49.8

Average 107 35.3

Poor 29 9.6

5%

50%

35%

10%

Picture and sound quality


Interpretation:

Half of the cable user thinks the picture and sound quality of the cable connection they

are using are good.


TABLE XIX: Overall rating for cable connection


Excellent 17 5.6

Good 159 52.5

Average 95 31.4

Poor 32 10.6

6%

52%

31%

11%

Overall rating


Interpretation:

52.5% customers rated cable connection as good for overall rating and 31.4% thinks its

average.


Area wise data presentation

R T NAGAR


DTH user 10 22.2

Cable user 35 77.8

22%

78%

DTH userCable user


VIDYARANA PURA


DTH user 28 66.7

Cable user 14 33.3

67%

33%

DTH userCable user


GIRINAGAR


DTH user 6 25

Cable user 18 75

25%

75%

DTH userCable user


MARATHALLI


DTH user 46 54.8

Cable user 38 45.2

55%

45%

DTH userCable user


BTM


DTH user 19 33.3

Cable user 38 66.7

33%

67%

DTH userCable user


JP NAGAR


DTH user 23 46.0

Cable user 27 54.0

46%

54% DTH userCable user


JAYANAGAR


DTH user 16 30.8

Cable user 36 69.2

31%

69%

DTH userCable user


DOLLARS COLONY


DTH user 21 55.3

Cable user 17 44.7

55%

45%

DTH userCable user


NANDI DURGA ROAD


DTH user 10 62.5

Cable user 6 37.5

63%

38%

DTH userCable user


VIJAYNAGAR


DTH user 14 27.5

Cable user 37 72.5

28%

73%

DTH userCable user


CHIKKPET


DTH user 0 0.0

Cable user 22 100

100%

DTH userCable user


MATHIERE


DTH user 4 36.4

Cable user 7 63.6

36%

64%

DTH userCable user


RAJAJINAGAR


DTH user 0 0.0

Cable user 8 100

100%

DTH userCable user


CONCLUSION

The DTH service was introduced in Indian market in 2004. The initial players were DD

direct and followed by Dish TV. Later many DTH service providers came into the market viz Tata

Sky, Reliance Big TV, Airtel Digital TV, and Sun Direct. In 6 years it has significantly grasp the

Indian home entertainment market. From the sample size of 500 we got a penetration of DTH

40% with approx. 6.6 % growing rate during the 6 years period in Bangalore city. With this rate

the DTH Industry will be able capture 50% of the Indian Entertainment Market by 2012.

Factors affect choosing a DTH service

Many factors are taken into consideration before customers decide to take DTH.

Installation: Initial charges for installing DTH is expensive as compare to cable service

which takes only a minimal charge as security against the service. Therefore many

customers hesitate to go for DTH service.

Mobility: Peoples staying in rented house finds it difficult during shifting from one place

to another to carry and re-install dish for continuing the service.

Flexibility with the service: Very rigid with the service provided by the DTH service

providers. Any delay in paying rental charges may lead to discontinue of the service. But

in cable service is quite flexible with its service.

Handling two separate remote: User of DTH service had to handle to separate remote

for TV set and for set top box. It sometime makes problematic and irritating to handle

two remote.

User friendly: Some of features and technology are not clearly understood by the user

like setting reminder for programs for next day or week, value added service like on-line

shopping, active services, many job portals.


Some technology said but not delivered: Some of the companies promise to provide

advance technology for better viewing but are not delivered after taking connection.

Lack of awareness of DTH service

During our survey we found that the awareness of DTH as services was very limited to a

few number of people. The people to whom we communicated tends to identify DTH only

under the name of Tata Sky. It could be said that Tata Sky has positioned itself in the market in

a way that peoples relates or figure out DTH as Tata Sky.

Some people hesitate to take DTH service as initial expenditure have to made on setting

up of DTH like the dish, set top box as compared to cable where everything get easily installed

without extra charges. But DTH provides better service than cable since it gives digital picture

quality and clear sound. Since cable provides analog picture quality to convert into digital needs

separate set top box which itself cost around ` 1400, and makes it almost equivalent to the

DTH installation.

Now companies are coming up with new plan like installation and subscription free for 6

months to one year which makes the cost DTH almost similar to that of cable subscription

annually.

DTH service provider gives its user pay for per view so customer can opt for those

channels which he want to view with maximum number of channels as compared to cable

where one has no choice else but to watch what is provided.


Marketing Strategies by different DTH Player

Different DTH player uses various marketing policies to attract new customer and retain

its old customer. Coming up with new package facilities are very commonly used by the

competitor to become the market leader. Pricing strategy is one of the most common

competitive tools used by the companies to increase its market share.

Dish TV

Market leader Dish TV has dropped the cost of its TruHD box from ` 5,990, when

launched, to ` 2,990 as a reaction towards the pricing strategy of Tata Sky.

Dish TV’s package includes the price of the set-top box (STB), LNB, Dish antenna and

remote. The company is also offering two months subscription of Platinum/South Platinum Pack

and two months subscription of HD Pack. Customers will have to pay an extra amount of ` 200

for installation.

Direct-to-home (DTH) operators sense they can expand their up-end customers through

their HD service offerings. Tata Sky had set the ball rolling with the launch of its High Definition

(HD) service at a price of ` 2,599.

Tata Sky

Tata Sky has offered competitive pricing at entry-level subscription plan to increase in

customer base. In search of newer audiences in smaller towns, DTH operator Tata Sky is

introducing a new package worth ` 99, called Super Hit Pack. It consists of 53 channels.


Tata Sky launched its high definition (HD) service at a price of ` 2,599.While other like

Sun Direct HD service is currently priced at ` 9,990, Reliance Big is priced at ` 7,490 while Dish

TV's HD service, recently launched, is being offered at ` 5,999.

Tata Sky in Bangalore is now available with best offer. Tata Sky New Set Top Box with

Installation at ` 1599 only. Save ` 1000 installation just for booking it this week. And if one

books it now, they'll also get Free 2 Months subscription of south value or super value pack.

Free Set Top: Set top Boxes can be given free while ensuring lock in by providing base

pack free for limited time duration, thus inducing update to next level.

Lock in of 1 year: Ensure long term lock in(s) by providing incentives for pre-payment of

long term charges. Continue with current strategy of providing 2 months free on

payment of 10 months services.

Multiple Connections: Provide discounts for consumers buying second Tata Sky

Connection (up to 50% off)

Encourage References: Provide discounts on Monthly charges if reference from existing

consumer becomes a new customer.

Regional Disparity: Provide free regional packs in local areas to ensure switch from

Cable TV to DTH service, i.e. provide free south Jumbo pack for customers in all

Southern States.

Community Dish: Provide Incentives in the form of Free Months charges for first 3-6

months and reduce the Installation charges per flat.

Sun Direct

Sun Direct with a low monthly subscription of ` 75, excluding taxes. Sun Direct, to be

launched by the end of the month, will offer 75 TV channels and 15 radio channels. Both the

dish and set-top box would be free, but the company will collect one-time installation charges

of ` 999.


Sun Direct with new HD pack rate of ` 2940, with 2 months Metro pack + all HD

channels and Services for 2 months.

Reliance Big TV

Reliance Big TV is launching the entry offer at ` 7990/- bundled with three months of

Diamond Pack in the non-south market. In the southern market the entry offer is priced at `

7,790/- bundled with five months of value pack with a full bouquet of sports channels. For

existing Reliance Big TV customers the company is offering an upgrade option from SD to HD

DVR at an exceptional price of ` 5,990/-.

Airtel Digital TV

Airtel digital TV [HD] will be available for New Customers at an attractive bundle price of

` 2840 inclusive of 75 Days subscription of the Economy Pack or 100 Days subscription of the

South Super Value/South Super Sports Value Pack.

Videocon D2H

Videocon D2h DTH Price is ` 1,690/- Satellite Box. One month diamond pack free worth

` 275 free installation worth ` 300.


Also unique and quality features were been included each competitor to make its

customer can enjoy quality viewing of home entertainment:

Tata Sky+

Pause Live TV: With Tata Sky+

enables to live TV while watching TV, press pause on Tata

Sky+ remote to Pause Live TV. To resume, press the play button.

Record Live TV: To record live TV programmers’, choose a program in the Guide or

search & scan banner to record, then press the record button on your Tata Sky+ remote.

It can record up to 130 hours of program.

Dish TV

Direct to Home services are upbeat in the market now; Dish TV is release its new scheme

“DISHTV ON WHEELS’. Mobile Dish TV on wheels is all about watching TV on the go, especially

when one is driving long distance or even commuting to office for long hours in this traffic.

Mobile Dish TV offer more than 100 channels include music & cricket on its primary focus.


Reliance Big TV

Reliance uses MPEG4 tech for better picture quality now with 12 transponders in hand

gave them the unique edge of being able to broadcast highest no. of channels i.e. over 400

channels.

Recording: Reliance Big TV provides digital video recording up to 200 hours. Also

provides functions like pause, rewind, fast forward – catch up with shows. Recorded

content preview to get a snapshot of the programs before viewing. Set-top box with 160

GB hard drive gives superior performance.

High Definition: The high definition feature of Reliance Big TV HD DVR offers five times

clearer & sharper image quality with two million pixel resolution and digital surround

sound effect. The digital video recording capabilities offer features like pause, play and

rewind Live TV, record Live TV to allow one to record a program while watching another

channel.

Universal Remote:- Reliance Big TV is also offering a 3-in-1 Universal Remote to enable

its subscribers to the advantage of using single remote to control three devices namely,

the TV, Set-Top Box and any other music/ disc player system.


Airtel Digital TV

High Definition: Airtel digital TV launches its first Digital Dolby Plus Sound experience as

part of an HD offering for the Indian DTH market. Airtel digital TV HD offer viewer’s

crystal clear resolution that is 5 times better than normal, through the combination of

the latest MPEG 4 DVBS2 technology and High Definition signal processing using a

powerful 256MB RAM processor. The Dolby Digital Plus feature provides for an

enhanced surround sound experience.

Recording through mobile: Airtel digital TV recorder', an enhanced set top box (STB)

with the capability to record television shows from mobile phones anywhere in the

world. It give its customer the of option to search for any television show for two days

on the mobile; has the facility to pause live television program for up to forty-five

minutes; offers ease of search by giving choices such as program name, show details

and/or date/time using the remote; provides program information instantly, including

description, length and rating on the mobile; and has the option to give fixed time based

commands to record shows.

Sun Direct

South Indian Channels: Sun Direct provides all south Indian channels than any other

player gives but it offer less Hindi channels.

High Definition: Sun Direct test launched the first ever High Definition (HD) service on

DTH platform in India in April 2009. Sun Direct is partnering with Samsung India to

promote High Definition content. The company will be giving consumers an experience

of Full HD content by showcasing Samsung Full HD LCD TVs with Sun Direct at the

Samsung Brand Shops and select multi brand outlets.


Videocon D2H

No set top box: Videocon launch its DTH service without any set top box. It’s a chip

which is inserted or in built in Videocon TVs thereby no need of having set top box. This

facility is available only in Videocon TV set.

Value added services are also being provided by some players apart of home entertainment so

as that customer can use DTH services in other process such as:

Tata Sky

ACTIVE ENGLISH

ACTIVE MALL

ACTIVE WIZKIDS

ACTIVE LEARNING

ACTIVE STORIES

ACTIVE COOKING

ACTIVE GAME

ACTIVE STAR NEWS

Reliance Big TV

I-Stock

I-Games

I-Cooking

I-News


I-Astro

I-Sports

I-Interactive

Dish TV

Shaadi.com: Dish TV tie up with Matrimonial Service ‘shaadi Active’ in association with

Shaadi.com. Through parents will be able to search for eligible bride / groom of their

choice from amongst millions of profiles listed on Shaadi.com.

Monster.com: Dish TV has tied up with job search portal Monster.com to allow its consumers to browse through job opportunities. The service also promises to offer counseling to fresher.

Airtel Digital TV

Internet services: It provides internet facility to the user along with DTH service under

different speed.

I-Shop’s Customer can shop directly from home without stepping in any shopping center.

I-Shop will function as a real-time 24-hour shopping channel on television. Payment can

be made through credit card, cheque.


FINDINGS

Penetration

From our survey, we found 40% penetration of DTH through random sample size. It has

been 6 years since DTH launched; we can find that growth of 6.6% in entertainment market.

Popularity

User of DTH was belonging to lower and middle class people while upper class people

find DTH service an expensive service. Picture quality and channel variety with different

packages attract to choose DTH service over cable service. But some people perceive DTH

service is expensive because of its installation charges and no flexibility with service. Also family

having children DTH service are more popular and demanded over single and retire people.

Suggestion

Door to door: Promoting door to door about the DTH service will help people to get in

depth knowledge of the service. It will overcome the hesitation of people to find out the

information the service. This may help to increase the no. of DTH user.

Mall intercepts: Mall interception can also be done and also companies can set up some

display for the DTH services. This way companies can make the upper middle class

aware about the services.

Advertisement regarding price: Most of the time DTH player promote its value added

services, number of channels provided or features like picture quality, sound but if it


promote the actual price of service including prices of set top box to installation charges

will better knowledge about the service.

Service flexibility: DTH should be flexible in its service to customer and not disconnect

the service if rental not paid on time, rather it should give credit period to its customer.

If up to the credit period rental is not paid it can discontinue the service.

Mobility: People living in rented house face the problem with DTH when shift from one

place to another. Going to new place have to re install it which involve extra charges. It will be

better if the company provide free re installation and within a day after shifting.


Area wise observation

A B C D E F G H I J K L M

DTH 19 14 6 21 10 0 16 28 10 4 23 0 46

Cable 38 37 18 17 35 8 36 14 6 7 27 22 38

5%

15%

25%

35%

45%

55%

65%

75%

85%

95%

Area wise presentation

USER

S in %

BTM Layout AVijaynagar BGirinagar C

RMV Colony DR.T.Nagar E

Rajajinagar FJayanagar G

Vidyaranyapura HNandi Durga Road I

Mathikere JJP Nagar KChikpet L

Marathalli M


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