SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF POST GRADUATE DEGREE IN

MANAGEMENT

PROMOTION ON VIEWERSHIP OF

FTA(FREE TO AIR)

SUBMITTED BY:

Name: ASHISH JAIN

MBA- (2011-2013)

Enrollment No. : A30101911120

INDUSTRY GUIDEFACULTY GUIDE

MS.PRANEETA CHAUDHARYMR.MARUT BISHT

MANAGER (USAGE) LECTURER

DISHTV INDIA LTD ABS

[1]

AMITY GLOBAL BUSINESS SCHOOL, NOIDA

AMITY UNIVERSITY – UTTAR PRADESH

[2]

[3]

CERTIFICATE OF ORIGIN

This is to certify that MR. ASHISH JAIN, a student of Post

Graduate Degree in MARKETING+ INTERNATIONAL

BUSINESS, Amity Global Business School, Noida has worked in

the MARKETING DEPARTMENT, under the able guidance and

supervision of Ms. PRANEETA CHAUDHARY, designation

USAGE MANAGER, Company DISHTV INDIA LTD.

The period for which he/ she was on training was for 8 weeks,

starting from 1st JUNE, 2012 to 31st JULY, 2012. This

Summer Internship report has the requisite standard for the

partial fulfillment the Post Graduate Degree in MARKETING +

INTERNATIONAL BUSINESS. To the best of our knowledge no

part of this report has been reproduced from any other report

and the contents are based on original research.

Signature

Signature

(Faculty Guide)

(Student)

[4]

ACKNOWLEDGEMENT

I express my sincere gratitude to my industry guide Ms. Praneeta Chaudhary, Usage Manager, DISHTV INDIA LTD, for her able guidance, continuous support and cooperation throughout my project, without which the present work would not have been possible.

I would also like to thank the entire team of DISHTV INDIA LTD, NOIDA, for the constant support and help in the successful completion of my project.

Also, I am thankful to my faculty guide Mr. Marut Bisht of my institute, for his continued guidance and invaluable encouragement.

Signature

(Student)

[5]

TABLE OF CONTENT

CHAPTER NUMBER

CHAPTER NAME CONTENT PAGE NUMBER

Executive summary 61 Introduction 1. About the industry

2. Government initiatives3. Going global4. Current scenario5. Satellite television6. Company background

Essel group Dish tv

7. Competitors in DTH8. SWOT analyses9. BCG matrix10. Board of directors11. FTA

KU and C band How to install FTA FTA in INDIA

712131416

182125293031

333840

2 Literature review A study on consumer buying behaviour of DTH services

41

3 Research and methodology

1. Research objectives2. Research techniques3. Research one4. Research two5. Questionnaires

4747474849

4 Discussions and results

1. Findings: research one2. Findings: research two3. State wise FTA analyses

556167

5 Conclusion 1. FTA 696 Recommendations 1. FTA customers

2. On subscribers who were given free services but did not upgraded

7071

7 Offers and prices 1. Ala cartes being used2. Offer 1

7374

[6]

3. Offer 24. FTA message design5. Additional message

designing for annual sports pack

747678

8 Process document 799 Promotional effect 8110 Case study 8211 References 8512 Synopsis 87

EXECUTIVE SUMMARY

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

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

distribution, speciality packaging and entertainment. Zee Network incorporated dishtv to

modernize TV viewing. dishtv is India’s first direct to home (DTH) entertainment service.

By digitalizing Indian entertainment, this enterprise brought best television viewing

technology to the living room. It not only transmits high quality programmes through

satellite; but also gives a complete control of selecting channels and paying for them.

Dishtv imparts DVD quality picture and stereophonic sound effects to the customers. It

promises to change the experience of TV viewing with its uninterrupted transmission

service. The endeavour enters next level of entertainment with futuristic features, such as

EPG (Electronic Programme Guide), parental lock, games, 400 channels, interactive TV and

movie on demand. dishtv also brings exclusive national and international channels for the

first time in India.

dishtv uses NSS-6 to broadcast its programmes. NSS-6 was launched on 17th December,

2002 by European-based satellite provider, NewSkies (one of the only four fixed satellite

communications companies with truly global satellite coverage)

dishtv - India's first KU-band DTH entertainment service, 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.

Dishtv also offers a wide range of products to its customers, standard STB,tru hd+, dishtv on

wheels , dish freedom, dish plus

[7]

Dishtv also holds a huge variety of subscriber services like recharge now, my channel my

pack, extended warranty contract, service centre locator, self help, electronic program guide,

shifting home, nodal officers and home delivery.

Apart from ala cartes it also gives interactive services like movies on demand, games , jobs

active,icici active , multilingual services and mod non stop .

INTRODUCTION

About the Industry :

Media and Entertainment Industry –

The Indian media and entertainment (M&E) industry is one of the fastest growing industries

in the country. Its various segments—film, televisions, advertising, print media and music

among others—have witnesses tremendous growth in the last few years.

With A.R. Rahman and Resul Pokutty having won Oscars for their commendable work in

Slumdog Millionnaire, the spotlight has shifted on India and the immense talent and

potential it offers. Another Indian who has been in the news recently is Raju Narisetty, a

prominent journalist, who has been appointed as the managing director of the Washington

Post, a leading US daily.

According to a report jointly published by the Federation of Indian Chambers of Commerce

and Industry (FICCI) and KPMG, the media and entertainment industry in India is likely to

grow 12.5 per cent per annum over the next five years and touch US$ 20.09 billion by 2013.

Television

The television industry in India is currently at its prime, contributing the largest share in the

total media and entertainment industry. While India is the third largest cable television

market in the world, the penetration level of pay TV is still low, which promises a huge

untapped potential for growth.

[8]

According to the study by FICCI and KPMG, the television industry, which is currently

valued at about US$ 4.63 billion will expand by 14.5 percent between 2009 and 2013.

Digital distribution platforms such as direct-to-home (DTH) are transforming the industry.

Direct-to-Home segment is gearing up for a new phase of TV viewing with digital video

recorders (DVRs) or personal video recorders that will free consumers from having to watch

television at broadcaster-ordained timetables.

Mobile TV- where content will stream in on mobile phones – which is currently at a nascent

stage is poised to grow big with the advent of 3G, according to experts. This can lead to the

growth of many business opportunities in the media and entertainment sector. And according

to ABI Research, the mobile TV market worldwide is expected to attract over 50 crore

viewers in the next five years.

Considering that video is the most popular medium of entertainment, it will not be limited to

mobile phones but will be expanded to in-car television and personal media players among

others, according to experts.

Viewership across various segments is increasing and marketers are launching new channels

to meet this growing demand. Turner and Warner Bros Entertainment, Hollywood's leading

studio have launched WB, a new Warner-branded channel in India that will showcase

blockbuster motion pictures and acclaimed television series. The channel will be distributed

by Zee-Turner and will be available on both DTH platforms and cable and satellite homes.

Hindi general entertainment channel (HGEC) Star Plus is launching four new shows in

March this year.

Music

The Indian music industry, which until recently was overwhelmingly dominated by film

music, is now being driven by non-film music. However, piracy and advent of radio channels

which constantly play hit music leading to loss of sales of music, has affected the industry.

Industry experts estimate that the current size of the industry is about US$ 149 million,

calculated on the basis of legitimate unit sales of compact discs (cds) and music cassettes of

around 15 crores. And according to a PwC study, the music industry is likely to grow by 2

per cent over the next five years and will be a US$ 164.56 million industry by 2012. [9]

While cassettes and cds have traditionally accounted for most of the sales, future growth will

come from non-physical formats such as digital downloads and ringtones, among others.

According to a joint study by Soundbuzz, a digital music company, PwC and International

Federation of Phonographic Industries, India was poised to become the second country in the

world, after South Korea, where digital music sales will surpass the sales of music in

traditional formats.Digital music sales are expected to account for 88 per cent of the total

music industry revenue in India by 2009.

Radio

The cheapest and oldest form of entertainment, reaching 99 per cent of the population, this

segment is likely to see many dynamic changes.

According to the PwC study, revenues from radio are likely to grow at a compound annual

growth rate (CAGR) of 24 per cent over the next five years and the industry will grow from

US$ 150.52 million in 2007 to US$ 370. 22 million in 2012.

Private FM radio has emerged as the fastest growing segment in the media, notching up an

average 30 per cent growth in advertising revenues, compared to the industry's average of 18

per cent, according to ACNielsen's Radio Audience Measurement (RAM) service. Moreover,

it is expected to increase to US$ 218.49 million over the next two years from US$ 133.52

million today.

FM radio broadcasting has expanded at a rapid pace and India today has over 300 FM radio

stations.

Advertising

Advertising trends showed a healthy growth in the last five years as marketers sought to woo

customers for a wide range of products. According to an Economic Times survey of 100

large private sector companies, the aggregate spending on advertising by these companies

grew by a huge 22.4 per cent last year over the previous year. More than four-fifths of the

sample companies have witnessed a rise in sales turnover in 2007-08 following higher

advertising spend.

[10]

With the economic slowdown, ad spends are slowing down as well. According to the FICCI-

KPMG report, ad spends could grow by 12.4 per cent a year now, compared to the 17 per

cent growth registered over the past three years.

However, as consumer spending slowly inches upwards – aided partly by the fiscal measures

undertaken by the government to boost the economy – some companies, such as Dabur,

Coca Cola India, the Emami group and the Future Group, are planning to raise ad spends by

almost 10 per cent in some cases to boost sales this year.

Radio, internet and cinema have been the traditional mediums of advertising and according

to a survey by Adlabs Cinemas and research firm IMRB, in cinema, the 30-second in-theatre

advertising accounts for 95 per cent of cinema advertising. The remaining 5 per cent

comprises activities in the lobby area such as new car or bike displays, etc. Of the overall

advertising spend, currently only around 0.4 per cent (around US$ 15.42 million) is spent on

cinema. Print and TV account for the majority of the ad spend.

Cinema

The Indian film industry is the largest in the world in terms of number of films produced per

year. The FICCI-KPMG study values the Indian film industry at US$ 2.11 billion and

projects its growth at 9.1 percent till 2013.

Bucking the global slowdown – and in the aftermath of the Slumdog Millionnaire win – the

box office collections in the first two months of this year have jumped 32 per cent over 2008.

Box office collections from over eight movies, which accounted for the bulk of the revenues,

hit US$ 36.62 million in January-February compared to US$ 27.95 million crore from over

12 movies in 2008 during the same months, according to data with trade analysts.

The opening of the film industry to foreign investment coupled with the granting of industry

status to this segment has had a favourable impact, leading to many global production units

entering the country. For example, Walt Disney has partnered with Yash Raj Films to make

animated movies, the Warner Group is funding the Sippys' film projects, Viacom has a joint

venture with the TV 18 group to form Viacom-18, and Sony Pictures Entertainment has co-

produced Saawariya with SLB Films (Sanjay Leela Bansali Films).

[11]

Buoyed by the success of its maiden production in India—Chandni Chowk to China (which

garnered US$ 8.67 million globally in the first three days of its release)—Warner Brothers

Pictures India is set to invest US$ 38.6 million in film production this year.

Fox Star Studios, a joint venture between Twentieth Century Fox and Star, has entered into a

multiple-film deal with producer Vipul Amrutlal Shah, marking its foray into the Indian film

industry.

R-ADAG-owned Adlabs Films is betting on its integrated film service business and movie

exhibitions to drive its growth. The company is spending US$ 41.13 million to expand the

two businesses.

The cinema-viewing experience is also undergoing major changes. One perceptible change

has been the rapid growth of multiplexes, which meets consumer demand for quality

entertainment and has also helped boost production of niche films targeted at niche

audiences.

Multiplexes

The nation's multiplex industry is all set for an unprecedented boom buoyed by positive

regulatory changes and booming consumerism. According to an estimate, the number of

multiplex screens in India is expected to touch 5,000 by 2012, constituting around 40 per

cent of the total cinema screens.

In fact, currently the Indian market is highly underserved when compared to the West, India

has less than 13 screens per million of the population, against 117 in the US, 52 in Italy and

30 in the UK.

PVR, Inox Leisure, Big Cinemas and other multiplexes plan to maintain their investment

tempo in the year ahead betting on big Bollywood releases, lower rentals, a cut in

entertainment tax and the drop in equipment prices. Multiplexes including Fun Multiplex,

Cinemax and others plan to invest more than US$ 2.89 billion in 2009 almost the similar

amount as last year, according to industry experts.

[12]

Multiplexes /megaplexes have been instrumental in contributing 28 per cent of the total

theatrical sales for the film industry according to a report by Systematix Institutional

Research.

• Entertainment conglomerate Adlabs Cinemas has drawn up a plan to build 12

megaplexes in cities like Mohali, Lucknow, Hyderabad and Delhi.

• Multiplex chain PVR Cinemas, is also planning to add over 250 screens across India,

staggered over a period of three years from 2008-2010, with a total investment outlay

of around US$ 82. 27 million.

• Cinemax India, the multiplex chain which currently has 55 screens over 17 properties

across the country is planning to scale up its presence to 299 screens across about 100

properties by fiscal 2010.

• Inox, which has 26 multiplexes and 90 screens in 18 cities across India, will open

nine multiplexes in Bangalore, Mangalore, Hubli and Belgaum by the end of 2010.

• Leading global multiplex player, Cinepolis, has earmarked US$ 350 million for its

Indian operations. The company plans to have 500 screens across 40 cities in the next

5 to 7 years.

Others

Segments like print media, animation and gaming are also likely to see interesting growth

rates. The country's growing literacy and new technologies have resulted in India emerging

as the second largest newspaper market in the world, according to latest research by the

World Association of Newspapers (WAN). Indian newspaper sales increased 11.2 per cent in

2007 and 35.51 per cent in the five year period. Newspaper advertising revenues in India

were up 64.8 per cent over the previous 5 years.

According to the FICCI- KPMG study, the gaming segment, which is currently estimated at

US$ 125.29 million, is expected to grow at 33.30 percent till 2013, while the US$ 119.51

million Internet is seen growing at 27.9 percent.

[13]

The Indian animation industry, currently estimated at US$ 460 million, is expected to grow

at a CAGR of 27 per cent to touch US$ 1,163 million by 2012 according to a report titled

‘Indian Animation and Gaming 2008', jointly prepared by NASSCOM and Ernst & young.

Government Initiatives

The Government has initiated major reform measures, which have had a cascading effect on

the growth of the industry.

• Permitting 100 per cent foreign direct investment (FDI) through the automatic route

for film industry and advertising.

• Allowing 49 per cent foreign holding in cable TV and DTH.

• Allowing 100 per cent FDI in non-news publications and 26 per cent FDI in news

publications.

• The government has allowed 100 per cent FDI in fax editions of magazines and

newspapers.

• Recently, the government has allowed companies with core business in news

segment but hived off non-news business, to raise funds from overseas beyond the

stipulated FDI limit of 26 per cent. Such companies can raise and route funds from

overseas through its non-news arm, which will not be calculated as foreign

investment.

• The FM radio sector was opened for FDI with a 20 per cent cap.

• Permitting setting up of uplinking hubs for satellite uplinking by private TV

broadcasters from Indian soil.

• Giving industry status to the films segment.

• Opening FM Radio operations to the private sector.

• The government has allotted US$ 50.13 million in the current Five-Year-Plan for

various development projects of the film industry. The funds will be utilized to set up

a centre for excellence in animation, gaming and visual effects among others.

[14]

Going Global

With the growing popularity of Indian content in the world market in general and South Asia

in particular, the Indian entertainment industry players are venturing abroad to tap this

booming segment.

In fact, according to a report by CII-AT Kearney, the share of international markets in total

box office collections is estimated to increase from 8 per cent in 2006 to 15 per cent in 2010.

Consequently, many domestic players like Yash Raj Films, Reliance-Adlabs and UTV,

among others, have set up distribution arms overseas. Not only films, other entertainment

content areas like music and television also have a huge potential international market. One

recent estimate puts the total value of Indian content sold overseas at over US$ 200 million.

Further, this number is expected to grow over 20 per cent every year.

Technology has influenced the entertainment industry in a big way, and transformed content

delivery as well as viewership experience.

CURRENT SCENARIO

Emerging Trends and New Developments

In the long term some of the major developments likely to have a deep impact on the global

media and entertainment industry include,

· Shifting Preference For Internet-Based Content And The Emergence Of Interactive TV

· Proliferation Of Wireless Application Devices

· Large-Scale Migration To E-Tailing

· Development of Sophisticated Telecommunication Technologies

· Faster Globalization

· Growing Popularity of Mega- Theaters, Super Stores Concept etc

· High Degree of Consolidation in the Industry

· Increasing Digitization in the Industry

· Convergence of the Entertainment, Information and Telecommunication Segments and

[15]

· Rapid De-regulation in the Industry

Phenomenal growth in the cable and satellite television business has presented new revenue

streams for global entertainment majors. Reports indicate that movie majors are projected to

witness revenues of around US$ 11.0 billion by the year 2002 on the sale of their content to

satellite television networks. This represents an increase from the 1998 level of nearly

US$7.0 billion. As a part of the ongoing “Americanization” of the world, companies such as

CNN, HBO, Espn etc have started to focus on their regional versions. Consequently, the

scenario in the European, Asian and Latin American markets is fast changing.

However, Piracy Remains a Key Issue…

Piracy remains the single-most important issue across the global entertainment industry.

Estimates indicate that the revenues lost on account of piracy in case of the music industry is

around 25%. Furthermore, this level is likely to increase to 40% in the near term.

Consequently, the music industry could be affected to a larger extent than its counterparts.

This is largely on account of the highly fragmented nature of this industry. Smaller players

are likely to suffer the most.

In this regard, the major initiative taken by the industry to protect its intellectual capital is the

launch of the Secure Digital Music Initiative (Sdmi). The Sdmi comprising of around 150

companies has adopted the first set of standards to prevent the piracy of music. April 2000

was decided as the deadline for the second phase of regulations. The members of this

initiative include music distributors, on-line PC communications service providers. PC

manufacturers, home electronics appliances manufacturers etc.

The Internet is not perceived to be a threat by certain majors. Sony Music for instance has

been aggressive in formulating an e-strategy. The company has forayed into activities

including the promotion of digital broadcasting. Also, strategic alliances have been forged

with majors such as EMI, Universal Music, Warner and IBM in order to facilitate the

download of full-length CDs. IBM and Microsoft are intensely competing to gain a foothold

in this emerging area. IBM and Sony Music have formed a partnership to deliver pirate-free

songs over the net. Microsoft, on the other hand tied up with Musicmaker.com to enable

users to access the latter’s entire product catalog over the net. Other players including AT&

T, Matsushita and Seagram are also trying to foray into this segment. Seagram has formed an

alliance with Bertelesmann AG, Germany in order to compete in the on-line music retail

[16]

segment.

However security protection is still in a primitive stage in this area. For instance, when

Microsoft launched its Wmdm software, hackers cracked the software code within hours and

distributed the same over the net. Despite such initial problems, there exists a huge potential

for music software. In the long-term, companies need to develop technologies that facilitate

the freer flow of content rather than trying to enforce more stringent regulations that are only

difficult to monitor.

Future Outlook…

The Indian entertainment industry is on a high growth path. Domestic majors are finding

better earnings potential in the huge overseas markets. At the same time, corporatization is

finally starting to emerge in this highly unorganized industry. This is likely to instill a greater

discipline in the functioning of the industry and lead to greater consolidation in the future.

The domestic consumer will opt for more sophisticated technology in the near future.

Consequently, domestic majors will have to redefine their product offerings.

With literacy levels forecasted to increase in the future, the publishing industry will continue

to witness growth. Advent of new technologies such as e-book etc will take a longer time to

have an impact on the domestic market when compared to the global markets. While piracy

levels are declining slowly, better copyright laws and the rapid implementation of the same

are imperative to preserve the creative talent in this industry. The government needs to

implement the same in order to facilitate the high growth in this industry.

SATELLITE TELEVISION

Satellite television is television programming delivered by the means of communications

satellite and received by an outdoor antenna, usually a parabolic reflector generally referred

to as a satellite dish, and as far as household usage is concerned, a satellite receiver either in

the form of an external set-top box or a satellite tuner module built into a TV set. Satellite

TV tuners are also available as a card or a USB peripheral to be attached to a personal

computer. In many areas of the world satellite television provides a wide range of channels

and services, often to areas that are not serviced by terrestrial or cable providers.

Direct-broadcast satellite television comes to the general public in two distinct flavors -

analog and digital. This necessitates either having an analog satellite receiver or a digital

[17]

satellite receiver. Analog satellite television is being replaced by digital satellite television

and the latter is becoming available in a better quality known as high-definition television.

Satellite television in india

Satellite television can be defined as television broadcasting using satellite technology.

Television came to India in 1959 and satellite television in form of Satellite Instructional

Television Experiment in 1975. After 1982 when Indian National Satellite (INSAT) was

launched there came a sharp rise in number of transmitters, began colour television and

telecast of Asiad games increased private investment in television sets. In early nineties

new face of satellite television entered Indian households in the name of Cable & Satellite

television (C&S TV) and transnational content entered Indian households.

Today one third of Indian television households have access to C&S TV. Beginning of

Satellite Television in India was marked by world first technosocial experiment SITE-

Satellite Instructional Television Experiment- for education & development purposes. That

followed number of other experiments like SITE Continuity, School Television, UGC

Country Wide Class Room, Jhabua Development Communication Project, Indira Gandhi

National Open University transmission and lately channels like Training and Development

Communication Channel and Gyan Darshan for educational and social development

purposes.

Technologies per se provide the scope of democratization at the same time creates issues

related to control and access for others who do not own it. The paper examines the notion of

‘satellite television’ as democratizing force and concept of community television sets as one

important component of all development communication experiments in India. The paper

examines various projects and how the technology ‘reached’ ‘the poorest of poor’ and the

divides of ‘rich-poor’, ‘men-women’ ‘urban-rural’ were somewhere brought into main text.

At the same time it reports that satellite television in India has come a long way since 1975-

SITE days but one thing is common over the years that it invariably has remained with

people who ‘had’ and ‘have’ other technologies.

[18]

COMPANY BACKGROUND

Essel group

For over three decades, Essel Group has been a leading business conglomerate having

diverse business presence across media, entertainment, packaging, infrastructure, education,

precious metals and technology sectors. We have created an impressive track record of value

creation in all our businesses that compares well with their respective industry peers. Our

companies strive to bring the latest innovations and the best value offerings to all our

consumers in our quest to deliver the best in class. "Faith in innovative and organized

growth" works as the guiding principle behind every business at Essel and keeps us

committed to enhancing operational excellence through greater focus on innovation and

efficient resource utilization.

[19]

Type Private

Industry Conglomerate

Founded 1976

Headquarters Mumbai, India

Key people Subhash Chandra, (Chairman)

Products cable programming, films, magazines, newspapers, satellite

television, sporting events, television, websites, entertainment,

infrastructure, metals

Revenue US$ 2.5 billion (2010)

Employees 8,000 (2011)

Website esselgroup.com

This journey of a thousand miles began with a single step in 1976 with a commodity trading

and export firm. With its ardent passion and a clear and focused vision, Essel has not only

built and expanded new businesses but has built a formidable and exemplary position in all

these businesses in a short span of time. Essel has grown to become a strong integrated

media network in India with presence across the entire value chain, developing and adopting

new technologies to remain ahead of the growth curve.

Group Profile

»MEDIA

[20]

»TECHNOLOGY

»PACKAGING

»ENTERTAINMENT

»INFRASTRUCTURE

»EDUCATION

[21]

»HEALTHY LIFESTYLE & WELLNESS

»PRECIOUS METALS

DISHTV – SAB PAR DISH SAWAAR HAI

Type Public (BSE: 532839)

Industry Satellite television

Founded 2004

Headquarters Noida, India

Area served India & Sri Lanka

Pakistan, Afghanistan & Nepal

Key people R. C. Venkateish, (CEO)

[22]

Products Direct Broadcast Satellite

Pay TV

Pay-per-view TV

Revenue 1,538 crore (US$278.38 million)(2011)[1]

Parent Zee Network Enterprise (owned by Essel Group)

Subsidiaries Management Services Limited (ISMSL), Agrani

Satellite Services Limited (ASSL) and Agrani

Convergence Limited (ACL)

Website www.dishtv.in

Dishtv is India’s first direct to home entertainment service that has digitalized Indian

entertainment to bring to your home the best in television viewing through the latest in

digital technology. It not only broadcasts high quality programmes straight from the satellite

to your home, but also gives you absolute and complete control of what you watch and pay

for. It is almost like having your own satellite up in the sky.

With dishtv you can unleash the true potential of your high-end television set and complete

your TV viewing experience with true DVD quality. If you are a connoisseur of good sound

then make sure you experience true stereophonic sound effects, which only dishtv can bring

to your home. It takes television viewing to the next level as it supports various futuristic

features like Electronic Programme Guide, Parental Lock, Capacity up to 400 channels,

Games, Interactive TV, Movie on Demand etc.

Also brings you exclusive National and International channels for the first time in India! You

can enjoy all of these never-seen -before channels in uninterrupted viewing without any

transmission cuts.

Brought to you by a Zee Network Enterprise, dishtv has changed the face of the Indian

television home, bringing it at par with the global entertainment industry.

LINEAGE

[23]

dishtv is an Essel Group venture. Essel Group has a vast range of national and global business

interests that include media programming, broadcasting & distribution, speciality packaging and

entertainment.The businesses have close synergies in the areas of content, distribution and

infrastructure.

Essel Group has always been a pioneer – Zee TV the first Indian Satellite Channel ,

SitiCable the first MSO, Esselworld the first theme park, Playwin the first online lottery,

Essel Propack , which is the world’s No. 1 in packaging – are all revolutionary concepts in

their respective fields.

Continuing with the same path-breaking tradition , the group now brings a new era of

premium quality TV viewing. dishtv – India’s first direct-to-home entertainment service.

SATELLITE LINK

dishtv uses NSS-6 to broadcast its programmes. NSS-6 was launched on 17th December, 2002 by

European-based satellite provider, NewSkies (one of the only four fixed satellite communications

companies with truly global satellite coverage)

India's first KU-band DTH entertainment service, 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.

DISHTV EDGE

Going the DTH way has a lot of benefits. You are automatically upgraded to a host of world

class features that makes television viewing a pleasurable experience. Have a look at some of

the key add on benefits that dishtv brings to your home.

Digital Picture Quality

The exceptional digital and direct-to-home transmission ensures you

watch all your favourite programmes in true DVD quality.

[24]

Stereophonic Sound

The Direct-to-Home satellite transmission treats your ears to a true

theatre experience by providing awesome stereophonic sound.

Geographic Mobility

No matter which part of the country you are in or moving to, dishtv

with its all India coverage ensures direct signals wherever you are.

Uninterrupted Viewing

With dishtv at your home, as long as your equipment is connected to a

power source you can enjoy uninterrupted transmission of your

favourite programmes.

Capacity up to 400 Channels

dishtv can offer you up to 400 entertaining channels. And that's not all,

every month more channels will be added to provide complete

entertainment to your family.

[25]

Competitors in DTH Industry :

• DD Direct Plus

Doordarshan, the national broadcaster in India, at present has a network of more than 1400

transmitters spread throughout the country and its signals are available to about 90% (DD1)

and 43% (DD-News) population of country. Presently the DD DIRECT+ is envisaged to

telecast 50 free-to-air TV channels (containing both Doordarshan and private channels)

Satellite Earth Station for uplink of signals has been setup at Delhi. DD DIRECT+ would be

totally different, as Doordarshan would not be charging any subscription fee from the

viewers, making the system cheap and affordable for all.

• Tata Sky

[26]

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

endeavors to offer Indian viewers a world-class television viewing experience through its

satellite television service. over 170 TV channels and services in DVD quality picture and

CD quality sound. 24x7 help. Support in 11 languages Get a 4-day listing of all programmes

on television. You can also set reminders for your favourite programmes. Tata Sky has

redefined the television viewing experience for thousands of families across India. We offer

over 170 television channels in DVD quality picture and CD quality sound along with a host

of new-age interactive services.

• Sun Direct

India's youngest and most exciting state of the art DTH Company.

Sun Direct uses the latest MPEG-4 based technology to increase broadcast capacity. Sun

Direct confirms to provide next-generation services in fast-growing and emerging markets

quickly and efficiently. Sun Direct will be supported by Irdeto's conditional access solution

to manage content and revenues in the satellite broadcasting venture.

Sun Direct selected Oracle based on its convergent multi-service capabilities and proven

real-time scalability allowing it to consolidate billing operations, enable powerful new

service offerings and improve visibility into customer information across services.

• Big TV

[27]

Reliance is excited to present the next landmark of TV entertainment in India. With Big TV

Digital Service, you can experience spectacular entertainment, blockbuster movies, up-to-

the-minute news, and your favourite programs at the click of a button.

Transform your home with Big TV Digital Service, powered by MPEG – 4 technology for

the first time in India. Big TV has fantastic features like pure digital viewing experience,

more channel choice, many exclusive movie channels, easy programming guide, interactive

services, parental control, 24x7 Customer Service and lots more — Ensure a never before

viewing experience with unlimited hours of fun and entertainment for your entire family.

• Airtel Digital TV

Airtel has also joined the Direct-To-Home Satellite TV Services list and has launched the

service today within 62 cities in India in their first phase with 21000 Airtel retail and

relationship centers. The Airtel Digital TV is launched with 175 channels and pricing

packages starting 2499Rs for a 6 months subscription with the channel price bands ranging

from 99Rs to 424Rs a month. Generally most Direct-To-Home setup box dont 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

can watch onscreen account details, book cinema tickets, browse & travel holiday packages,

[28]

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 dont offer.

• Videocon

Videocon d2h brings you India’s 1st real satellite television, via state of art satellites, which

means you no longer have to tolerate all the hassles associated with Cable TV. No more

frustrating disconnections right in the middle of an intense game. And whether you’re

watching a Hollywood thriller or a desi block buster, Videocon d2h results in a”The End” to

all the unnecessary interruptions. Our interactive Direct to Home Services will be available

through Satellite LCD, Satellite TV, Satellite DVD as well as a Set Top Box (STB).We

invite you to experience a world of awesome digital entertainment, crystal clear pictures,

ultra sharp sound and state of art technology which uses the revolutionary MPEG -4 with

DVB S2. Videocon d2h will provide unique active services, multi lingual user interface,

more movie on demand channels, radio channels, cross genre tickers and many more value

added services.

[29]

SWOT ANALYSES

STRENGTHS

Dish TV has the first mover advantage on account of being the first DTH service provider in

India. Being a part of the Essel Group, there is strong promoter backing and committed

investment. Dish TV is also India's only truly national DTH brand, with presence in over

4,000 towns and with an equally strong representation in both Urban and Rural markets.

Sales and Distribution infrastructure is one of the Company's key strengths. The Company

has an extremely cost conscious culture that has resulted in multiple cost management

initiatives making it one of the lowest cost service providers. Strong technology partnerships

with organisations like Conax (Norway) and Open TV (USA) have helped/continue to help

in providing cutting edge features and in maintaining technological leadership. Advance

planning has resulted in adequate transponder capacity to meet the new channel launch

requirements of the Company. This is an area where all other operators are likely to feel

challenged over the next two years.

[30]

OPPORTUNITIES

GDP growth of almost 9% over the last four years has resulted in India's huge middle class

flexing its muscles and an explosion in consumerism. With net disposable incomes on the

rise, Indians are spending like never before on acquiring the latest products and products that

are aspirational in nature. DTH, with its superior quality and wide ranging maneuverability

and flexibility - Active services, Interactive services, multipoint channel viewing, gaming,

Electronic Program Guide etc. - is increasingly being adopted by those who want great

quality TV viewing experience. So far the Company has concentrated on household

customers but a wide scope exists in areas relating to Multi Dwelling Units, Institutions,

Guest Houses, Restaurants, Hotels and other Commercial establishments. Further, the

emergence of large retail format stores across the country is creating a totally new

opportunity. These will become more important as the retail industry in India goes through a

consolidation phase, from its current highly fragmented disposition. As the Industry

matures,value added services will give a boost to ARPU.

WEAKNESSES

The DTH Industry in India is an intrinsically low ARPU market, with one of the lowest rates

in the world. This poses a challenge to the profitability of operators. This will continue till

exclusive content becomes a reality, till people are willing to pay for more content and till

value added services catch on with consumers. In all these areas, the Company has clearly

defined strategies to increase ARPU.

THREATS

India will have between 4 to 5 operators in the DTH space. While this will help in expanding

the market, as happened in mobile telephony, it will also result in higher subscriber

acquisition costs by way of increase in promotional spends and higher subsidy on set top

boxes. IP TV is also likely to come in, but is unlikely to be a major threat. With increasing

competition management of churn and quality of subscriber acquisitions will also be a

challenge.

BCG MATRIX[31]

BOARD OF DIRECTORS

SUBHASH CHANDRA is the Non-Executive Chairman of the Board and promoter of

Essel Group of Companies.

JAWARLAL GOEL is the Managing Director of the Company.

BHAGWAN DASS NARANG is an Independent Non-Executive Member of the Board

ASHOK KURIEN is a Non-Executive member of the Board.

ARUN DUGGAL is an Independent Non-Executive member of the Board.

PRITAM SINGH (Dr.) is an Independent Non-Executive member of the Board.

Eric Louis Zinterhofer is an Independent Non-Executive member of the Board.

LAKSHMI CHAND is an Independent Non-Executive Director on the Board of the

Company.

[32]

MINTOO BHANDARI is a Non – Executive Nominee Director of Apollo India Private

Equity II (Mauritius) Limited on the Board of the Company with effect from October 27,

2010.

SANJAY HIRALAL PATEL is an Alternate Director to Mr. Mintoo Bhandari on the

Board of the Company.

[33]

[34]

FTA ( FREE TO AIR SERVICE )

Company’s objectives for this offer :

We have complied a detailed Usage and Upsell plan for FTA subs basis the brief and

objectives defined below. We would thus be:

1. Pushing Usage and up-sell for 55K FTA subs by increasing the alacarte penetration to

32% from the existing 28%.

2. Pushing Rs.34 per subs existing usage to Rs. 36 per subs.

It is a 2.5 month Plan where we would be dedicating 15 days to each of the following a-la-

carte packs:

· ICP + Set Max bundled Pack @ Rs.50 pm

· Extreme Entertainer pack

· Dish Magic Pack

· Colorfull

[35]

· Other regional packs

Treatment for subscribers have been different for ones:

1. Subs who have an account Balance and

2. Subs who do not have any account balance

FREE TO AIR

Free-to-air (FTA) describes television (TV) and radio services broadcast in clear

(unencrypted) form, allowing any person with the appropriate receiving equipment to receive

the signal and view or listen to the content without requiring a subscription (or other ongoing

cost) or one-off fee (e.g. Pay-per-view). In the traditional sense, this is carried on terrestrial

radio signals and received with an antenna.

FTA also refers to the concept of channels and broadcasters providing content for which no

subscription is expected, even though they may be delivered to the viewer/listener by another

carrier for which a subscription is required, e.g. cable, satellite or the Internet. These carriers

may be mandated (or opt) in some geographies to deliver FTA channels even if a premium

subscription is not present (providing the necessary equipment is still available), especially

where FTA channels are expected to be used for emergency broadcasts, similar to the 112

emergency service provided by mobile phone operators and manufacturers.

Free-to-view (FTV) is, generally, available without subscription but is digitally encoded and

may be restricted geographically.

These channels are described as free, but are more accurately described as free to receive. In

many cases the viewer does in fact pay for them, by various means:

Directly by levy of a license fee (as in the case of the BBC) or voluntary donation (in the

case of educational broadcasters like PBS)

Indirectly Consumer products and services where part of the cost goes toward television

advertising and sponsorship (in the case of Japanese television broadcasters like TV Asahi

and TV Tokyo which relies on sponsorship heavily, similar to Philippine Television like

ABS-CBN, TV5 and GMA)

[36]

Direct & Indirect

One further variation is in Canada, where the CBC Television/Télévision de Radio-Canada

network is partly funded by taxpayer dollars, and otherwise supports itself with commercial

advertising revenues as it competes with other free over-the-air commercial networks.

Free-to-air is often used for international broadcasting, making it something of a video

equivalent to shortwave radio. Most authorized FTA retailers list free to air channel guides

and content available in North America for free to air use.

INCLINING THE DISH FOR FREE TO AIR

Free-To-Air (FTA) satellite television programs give audiences another choice besides cable

and paid satellite companies. Thanks to advancements in technology, the price of FTA

receiver systems has become affordable in recent years, while their capabilities have

improved dramatically. Read on to learn how to install and set up a FTA receiver system.

There are different geo-synchronous satellites orbiting around the earth that broadcast FTA

signals. In this instruction, a free Chinese Mandarin program called CCTV-4 on satellite

Galaxy-3 orbiting 95° West longitude is used as an example.

Freeview (Australia)

Australia has 5 major free-to-air networks: ABC, Seven Network, Nine Network, Network

Ten, and SBS. Traditionally each network had only a single channel in any given geography,

though with the advent of digital television each network now has one extra SD multichannel

7Two, GO!, Eleven and SBS Two respectively, and one HD multichannel 7mate, GEM, One

and SBS HD respectively. The Australian Broadcasting Corporation is exempt from the

policy limiting the number of multichannels, and currently runs three SD channels ABC1,

ABC2 and ABC3, with one HD channel ABC News 24. In addition to their primary channel

(simulcast on both analogue and digital). ABC and SBS channels are available across

Australia; outside the major capital cities, regional affiliates provide channels that are

essentially identical to the metropolitan commercial channels. In addition, Community

television provides one channel in some major cities.

Australia's two main government-owned TV channels, ABC and SBS, along with the digital-

only multichannels ABC2, ABC3 and SBS Two, are both available free-to-air on the Optus

D1 satellite. Viewers in remote parts of Australia can also access Seven Central and Imparja [37]

Television, or WIN WA and GWN in Western Australia, through the free-to-view Optus

Aurora service. Other satellite-only channels such as NITV, TVSN, Expo, Press TV and Al

Jazeera English are available free-to-air on various satellites.

Brazil

In Brazil the main FTA satellite is the Star One C2, it holds approximately 30 C-band analog

channels, including all major networks like Rede Globo, SBT, Record, RedeTV!, Band and

others, and 5 digital HDTV channels.

Europe

European countries have a tradition of most television services being free to air. Germany, in

particular, receives in excess of 100 digital satellite TV channels free to air. Approximately

half of the television channels on SES Astra's 19.2° east and 28.2° east satellite positions,

and Eutelsat's Hot Bird (13° east) are free-to-air.

Germany

In Germany there are various free-to-air DVB-T services available, the number of which

varies by region. Das Erste, ZDF, ZDFneo, ZDFinfo, 3sat, Arte, KiKA and Phoenix are

available throughout the country, in addition to at least one region-dependent channel which

is provided by the regional ARD member. Additionally, ARD's EinsFestival, EinsPlus and

tagesschau24 are variously available in some parts of the country, and various commercial

channels are available in metropolitan areas.

Ireland

In the Republic of Ireland, there are 9 television channels and 11 radio channels broadcast

free-to-air via the DVB-T Saorview service. Analog PAL versions of some of the channels

are also broadcast, but are scheduled to be shut down on October 24, 2012. When this

happens, an additional DVB-T multiplex will be launched, allowing additional channels to

be added to Saorview.

United Kingdom

Freeview (UK) and List of digital terrestrial television channels (UK)

[38]

In the UK, around 70 free-to-air television channels and 25 free-to-air radio channels are

available terrestrially via the Freeview DVB-T service, including up-to four HD channels

(via DVB-T2). In some areas, this is accompanied by PAL simulcasts of five of these

channels (BBC One, BBC Two, ITV1/UTV, Channel 4 and Channel 5), although the last of

these broadcasts are due to be shut down on October 24, 2012. In areas where analog

broadcasts are still active the DVB-T2 multiplex which contains the HD channels is

unavailable.

New Zealand

The national networks, Television New Zealand TV ONE and TV2, as well as TV3, Four

(formerly C4), Prime, Canterbury Television - CTV, Triangle TV and Māori Television are

free-to-air analog signals. Additionally, satellite reception is available on Optus D1 - branded

Freeview. A new Channel - TVNZ6 was introduced which will only be available on

Freeview. A broadcast of parliament and a number of regional channels are also available. A

Digital Terrestrial version of Freeview was launched in 2008, which, unlike the analog and

satellite options, supports high definition broadcasts.

North America

NHK World HD on Intelsat 9 (58°W)

Retro Television Network on AMC 9 (83°W)

NASA TV Multi-channel (NASA HD, NASA Public, NASA Media, NASA Education),

TVU Music channel and This TV on AMC 15 (105°W)

ABC News Now on Galaxy 28 (89°W)

Eternal Word Television Network on Galaxy 17 (91°W)

My Family TV on Galaxy 3C (95°W).

AMGTV and BYU Television on Galaxy 19 (97°W)

Free-to-Air (FTA) is exactly what the name implies. Free-to-Air systems do not require

package programming; the channels are free to view and there are no monthly programming

charges. Free-to-Air channels can be broadcast in either analog or digital signals. Currently

[39]

there are hundreds of freely available channels many of which are international language

channels; many others are special interests channels broadcast in English.

Incredible FTA mainly focuses on selling and supporting digital systems. All the systems

that we offer are DVB (Digital Video Broadcast) compliant. MPEG-II compression is used

to transfer the signals from the satellite down to your receiver.

Providing that you have the right tools and some mechanical ability all of these systems are

relatively easy to install. Incredible FTA can also help you save money by doing your own

installation. We offer step by step guides, support forums and photos to help get you started.

Ku Band and C-Band

Free-to-Air satellite signals come in two types; Ku-Band (small dish), and C-Band (large

dish). Many of the international channels available in North America are broadcast in Ku on

the Telstar 5 satellite. But others are available. Ku-Band systems consist of a satellite

receiver and a remote control as well as a dish that only points to one satellite. If you find

that you need to look at more than one KU-band satellite you may want to purchase a rotor

system which moves the dish to point at many satellites. If you find yourself wanting to

watch a channel broadcast on a C-Band satellite (six foot dish) you will have to stay tuned as

we currently do not support C-Band satellite equipment.

Free-to-Air television is an excellent hobby that will keep you busy with endless hours of

entertainment without monthly subscription payments.

How to install FTA?

Select a location with a direct line of sight in the direction of the satellite. Generally high

locations such as a rooftop or balcony are used. Using an analog compass will make locating

the angle easier. In the example, this would be a location facing 95° southwest.

Secure the dish in the selected position. The dish must be fixed tightly at the mounting

point as it must be able to resist wind force. Otherwise, it might fall and injure people

passing by or damage property below. If the dish is mounted on a wood roof, caulk around

the base to make it waterproof.

[40]

Adjust the dish direction so it points 95° southwest and tilt it up slightly. Tighten the

screws controlling the direction adjustment, but do not tighten them completely.

Connect the satellite finder using the 6 foot long coaxial cable. Turn on the satellite finder

and input the satellite name (Galaxy 3C) and downlink frequency number (11780 Hz).

Continuous beeping with quiet intervals should be heard.

Start rotating the dish and use the beeping to get the horizontal position correct. If the

beeping interval gets shorter, you are moving in the correct direction. If it gets longer, rotate

in the opposite direction

Tighten the rotation control screw completely to fix this angle.

Adjust the vertical angle in the same manner as the horizontal. The receiver dish will

now be positioned to catch the satellite signals at the highest quality and strength.

Connect one end of the long outdoor coaxial cable to the satellite dish.

9Neatly staple the wire along the edge of the roof or balcony. Never leave the wire hanging

freely. It could become a hazard or be damaged.

[41]

FTA IN INDIA

[42]

LITERATURE REVIEW[43]

VOLUME NO. 3 (2012), ISSUE NO. 4 (APRIL)

ISSN 0976-2183

A STUDY ON CUSTOMER BUYING BEHAVIOUR OF DTH SERVICES IN

PALAYAMKOTTAI

T. SAMSON JOE DHINAKARAN

ASST. PROFESSOR

ST. JOHN’S COLLEGE

PALAYAMKOTTAI

DTH Services are in a nascent stage in our country. However, there is a stiff competition

among the present 6 Service providers. Most of the people are confused

with which Service connection can be obtained. Moreover, DTH Service providers are also

perplexed with what channel should be given free of cost and what

channel should be offered at a price. This study aims at with these.

INTRODUCTION

TH stands for Direct-To-Home television. DTH is defined as the reception of satellite

programmes with a personal dish in an individual home. DTH does

away with the need for the local cable operator and puts the broadcaster directly in touch

with the consumer. Only cable operators can receive satellite

programmes and they then distribute them to individual homes. A DTH network consists of a

broadcasting centre, satellites, encoders, multiplexers, modulators and DTH receivers. A

[44]

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 consumers 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.

OPERATIONAL DEFINITIONS

BUYER BEHAVIOR

Buyer behavior is defined as “all psychological Social and Physical behaviour as potential

customers as they become aware of, evaluate purchase. Consume, and tell others about

products and Services”.

FAMILY

Most consumers belong to a family group. The Family can exert considerable influence in

shaping the pattern of consumption and indicating the decision - making roles. Personal

values, attitudes and buying habits have been shaped by family influences.

REFERENCE GROUP

The concept of reference group is borrowed from sociology and psychology Buyer

behaviour is influenced by the small groups to which the buyer belongs.

SOCIAL CLASS

Sociology points out the relationship between social class and consumption patterns. As a

predictor of consumption patterns, marketing management is familiar with social classes.

CULTURE

[45]

Culture represents an overall social heritage, a distinctive form of environmental adaptation

by a whole society of people, It includes a set of learned beliefs, values, attitudes, morals,

customs, habits and Forms of behaviour that are shared by a society and transmitted from

generation to generation within that society.

OBJECTIVES OF THE STUDY

India faces an acute increase in DTH service connections. Present study is based on the

major objective that to identify the various factors which determine the preference of DTH

service. The following are some other objectives of present study.

· To find the level of brand loyalty

· To know the problems faced by the DTH customers and

· To suggest remedial measure to solve the problems.

METHODOLOGY

The present study is an empirical research based on survey method. Primary data were

collected directly from the respondents by using questionnaire. The relevant secondary data

have been collected from the Journals, and Internet. The researcher has made the convenient

random sampling of 120 Respondents in his report. The Collected data were coded,

calculated and analyzed with the help of statistical tools like measures of central tendencies,

Ranking, percentiles, and tabulation were used. A master table has been prepared to sum up

all the information contained in the questionnaire, with the help of the master table,

Classification tables have been prepared. Classification tables were taken directly for the

analysis.

DIRECT TO HOME (DTH) – AN OVERVIEW

DTH stands for Direct-To-Home television. DTH is defined as the reception of satellite

programmes with a personal dish in an individual home. DTH does away with the need for

the local cable operator and puts the broadcaster directly in touch with the consumer. Only

cable operators can receive satellite programmes and they then distribute them to individual

homes.

SUPERIORITY OF DTH OVER CABLE TV

[46]

DTH offers better quality picture than cable TV. This is because cable TV in India is analog.

Despite digital transmission and reception, the cable transmission is still analog. DTH offers

stereophonic sound effects. It can also reach remote areas where terrestrial transmission and

cable TV have failed to penetrate. Apart from enhanced picture quality, DTH has also allows

for interactive TV services such as movie-on-demand, Internet access, video conferencing

and e-mail. But the thing that DTH has going for it is that the powerful broadcasting

companies like Star, Zee, etc are pushing for it.

HISTORY OF DTH

While today's hot DTH marketplace makes for an exciting story, this is an industry with a

history unknown to most. It is a story of an industry which was never supposed to exist. An

industry born out of the genius of a Stanford University college professor and publicized by

ham radio conversations. An industry that defied all odds to grow from the backyards of

techies and early adapters to today's multi-billion dollar first-line competitor to the cable

monopoly in America. And, it is the story of an industry comprised of thousands of

entrepreneurs who kept the dream alive during long periods of traumatic political and

marketplace upheaval. Come with us now as we look at the people, the events, and the

evolution of the technology.

DTH SERVICE PROVIDERS IN INDIA

DTH services were first proposed in India in 1996. But they did not pass approval because

there were concerns over national security and a cultural invasion. In 1997, the government

even imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was

about to launch its DTH services in India. Finally in 2000, DTH was allowed. The new

policy requires all operators to set up earth stations in India within 12 months of getting a

license. DTH licenses in India will cost $2.14 million and will be valid for 10 years. The

companies offering DTH service will have to have an Indian chief and foreign equity has

been capped at 49 per cent. There is no limit on the number of companies that can apply for

the DTH license. In India till December 2008 there are 7 DTH service Providers are there,

they are as follows

Dish TV DD Direct + Tata Sky Sun Direct BIG TV

Airtel Digital TV Videocon d2h

[47]

AREA PROFILE

Palayamkottai "Oxford of South India" - is a town in the Tirunelveli district in the South

Indian state of Tamil Nadu. It is a part of Tirunelveli Municipal Corporation. It is on the

eastern bank of the Thamirabarani River, while its twin city Tirunelveli is on the western

bank. The archaic word Palayam in Tamil, means a small administrative region or district. A

Kottai is a fort. The word Palayamkottai was hence derived historically from an ancient fort

that was in the centre of the region. Today, the fort lies in ruins and is almost camouflaged

by its surrounding old residential edifices. To anyone who reads about Palayamkottai for the

first time, it may be surprising to see that atlases and other books refer to the city with both,

an M or an N (Palayamkottai or Palayankottai). This uncertainty is because the actual Tamil

word for the city uses an alphabet that is phonetically between M and N, and sometimes even

completely substituted by G (pronounced Palayangkottai in colloquial Tamil). Natively

speaking, it is hence correctly pronounced as Palayamnkottai. Even historically, during the

British Raj, the area was referred to as Palancottah and also Palamkottah. The anglicization

of the word was dropped by the locals immediately after independence, and the city is now

called both Palayamkottai and Palayamkottai according to official government documents

and records. For disambiguation, the city is referred to as Palayamkottai in this article.

Popularly called the Oxford of South India, Palayamkottai is indeed a splendid little student

city. A typical midweek morning traffic jam would be because of thousands of school and

college students rushing to their classes. However, traffic jams are rare because the quiet

little city does not have too many vehicles on the roads in comparison to the much bigger

metropolises of Chennai and Bengalooru (Bangalore).

RESULTS & DISCUSSION

DTH SERVICE WIDELY PREFERRED

The following table shows the date collected for the purpose of knowing what type of DTH

the people prefer the most.

Among the respondents chosen study 54% are using Sun Direct, 22% respondents are using

Dish TV, 14% of the Respondents preferred Airtel Digital TV, 6% have preferred Big TV,

4% of sample DTH users preferred DD Direct Plus. In the study Area of Palayamkottai

TATA SKY has not been mostly preferred by the people. In short majority of the

respondents have preferred Sun Direct DTH Service.

[48]

REASON FOR PREFERRING DTH SERVICE

Next survey is based on the preference of the respondents i.e. what is the main reason for

them to watch the DTH connection. The respondents are classified on

that basis and tabulated as below:

1 To avoid the cable network monthly charges. 4.08 I

2 To watch more no. of TV channels. 3.40 II

3 As I have no cable Network service in my Area, I preferred DTH 3.00 III

4 To have clear picture as I can have good telecasting. 2.70 IV

5 To watch channels which cable networked does not provide. 1.82 V

[49]

Research and methodology

Research objectives:

Research techniques:

Research one: FTA

The research is based on the feedback of the customers on the calls being made in the

following states of INDIA :

• Bihar

• Chattisgarh

• Haryana

• Himachal Pradesh

• Jammu and Kashmir

[50]

• Jharkhand

• Madhya Pradesh

• New Delhi

• Rajasthan

• Uttar Pradesh

• Uttranchal

A questionnaire was prepared on the basis of which the customers were asked to respond

and the analyses have been done.

Research two:

Behavior of customers who were given free offers but did not upgraded

The research is based on the feedback of the customers on the calls being made in

different states of INDIA.

A questionnaire was prepared on the basis of which the customers were asked to respond

and the analyses have been done.

[51]

QUESTIONNAIRES

DISH TV INDIA LIMITED

-QUESTIONNAIRE-

Assessing the FTA customers

Please take a few moments to complete our product satisfaction survey.

Your response will help us to address any issue that you may have as well

as to provide better products and services to meet your needs. Your

response will be kept confidential.

Name of the customer:

Location:

1. Currently you are in a special 3 years pack enjoying 50+ channels.

What channels do you like watching the most in this pack?

……………………………………………………………………………………………

……..........................................................................................................

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

2. Would you like to watch more channels which are not the part of

this pack?

If yes,

a) May I know your preference?

• Hindi

• English

[52]

• Regional

• Sports

• Any other,

……………………………………………………………………

…………………….

If no,

b) What is your preferred type of channel ?

• Hindi GEC/movies

• English GEC/movies

• Music/ lifestyle

• Hindi/ English news

• Kids entertainment

• Infotainment (Discovery, Nat geo)

3. Are you aware of the other packs apart from the base pack ? (yes/

no)

If no,

a) We offer,

• A-la- carte

• Mini a-la-carte

• Higher packs

4. Do you wish to recharge if you get more channels?[53]

If yes,

a) May I know what mode of recharge would you prefer?

• Dealer

• Website

• Mobile recharge

• Home pick

• Credit card/debit card/net banking

If no,

b) May I know the reasons?

• Dealer unavailability

• Not aware

• Inconvenience

• Not interested

• High recharge

• High a-la-carte, if there is any specific a-la-carte,

please mention…………………………………......

5. What recharge value you think is apt according to you?

…………………………………………………………………………………………

….

[54]

6. Do you have more than 1 TV sets? (yes/ no)

if yes,

a) How many?

• 2

• 3

• 4

• 5

b) May I know what service you are using on them?( Cable/

DTH)

7. What made you opt for this pack?

• Pay once for 3 years

• This pack is on another TV which is used less

• Dealer recommends this scheme

• If any other,

…………………………………………………………………………………

……………………………………...

[55]

RESEARCH 2 :QUESTIONNAIRE

DISHTV INDIA LIMITED

Assessing the customers who were given free offers but did not

upgraded

1. ARE YOU HAPPY WITH THE EXISTING CONTENT?

YES/NO

2. WOULD YOU LIKE TO WATCH MORE CHANNELS WHICH

ARE NOT THE PART OF THIS PACK?

YES/NO

IF YES,

A) MAY I KNOW YOUR PREFERENCE?

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

.

IF NO,

[56]

B) WHAT IS YOUR PREFERRED TYPE OF CHANNEL?

• HINDI GEC/MOVIES

• ENGLISH GEC/MOVIES

• MUSIC/LIFESTYLE

• KIDS ENTERTAINMENT

• INFOTAINMENT

3. WHAT KIND OF FREE SERVICE WOULD YOU LIKE TO

RECIEVE ON YOUR DISH TV ?

• FREE PREVIEW OF CHANNELS (YES/NO)

10 DAYS

15 DAYS

20 DAYS

30 DAYS

• CASH BACK OFFERS (YES/NO)

• FREE A-LA-CARTE (YES/NO)

• ANY

OTHER,...................................................................................

[57]

4. WOULD YOU LIKE TO AVAIL SUCH OFFER IN FUTURE ?

YES/NO

IF YES,

A) HOW WOULD YOU LIKE TO RECIEVE THE UPDATES

REGARDING THIS ?RATE ON THE SCALE OF 1 TO 5

1 BEING MOST PREFERRED, 5 BEING LEAST PREFERRED

• CALL CENTRE

• VOICE MESSAGE

• SMS

• ON-TV

• WEBSITE

• DEALER

B) HOW WOULD YOU LIKE TO AVAIL THIS OFFER?

• CALL CENTRE

• SMS

• DEALER

• WEBSITE

IF NO,

[58]

C) MAY I KNOW THE REASONS?

• NOT AWARE ABOUT OTHER PACKS

• SATISFIED WITH THE CURRENT PACK

• HIGHER PACK VALUES

• NOT INTERESTED

• ANY

OTHER,..............................................................................

[59]

FINDINGS

RESEARCH 1: FTA CUSTOMERS

TOTAL NUMBER

OF CALLS BEING

MADE

CUSTOMERS

FEEDBACK

NO RESPONSE

340 77 263

No responses comprised of the wrong numbers, numbers not available, either busy or out of

service and other misc reasons.

BASED ON THE RESEARCH QUESTIONS:

1) Channels that the customer like to watch the most under FTA pack

[60]

The channels that have been separated by comma(,) means that the customers like to watch

both of them.

No particular choice means that whatever is available the customer watches and has no

specific choice.

2) Is customer interested in watching more channels that are not the part of

FTA pack ?

CUSTOMERS

FEEDBACK

INTERESTED IN

RECHARGE

NOT

INTERESTED77 44 33

[61]

If the customer is interested in recharge,

A) The preferred choice of the customers

[62]

If the customer is not interested,

B) The preferred genre according to the customers

[63]

3) Customer awareness about the other packs/ ala cartes apart from the

FTA pack

4) Preferred mode of recharge that the customers would like to subscribe

from

[64]

5) The preferred way of subscribing to a pack or ala carte after recharging

the amount

A la carte on SMS, home pick means that the customers prefer both of them

[65]

6) Recharge value according to the customers

7) TV sets owned, service being used on them

[66]

2,1: customer have 2 sets, 1 cable operated,1 dth

2,DTH :both dth operated

Similarily for 3,2 cable and 3,dth

8) Reasons why the customer went for the FTA pack

[67]

RESEARCH 2: FREE SERVICE CUSTOMERS

No response means that the number was not available, wrong number, switched off, call

picked and cut ,busy , language problem and other misc. Reasons.

BASED ON THE RESEARCH QUESTIONS:

1) Customer satisfaction on the content /channels that are being watched currently on

their DISH TV

2) LIKELINESS TO WATCH MORE CHANNELS WHICH ARE NOT THE PART

OF THERE EXISITING PACK?

[68]

TOTAL

NUMBER OF

CALLS BEING

MADE

CUSTOMERS

FEEDBACK

NO RESPONSE

278 70 208

If yes,

A) The preferred types of channels that the customers would like to watch

If no,

B) The genre that the customer is currently interested in watching

[69]

3) Free services that the customer would like to receive on there DISH TV

A) Free preview of channels

From those who are interested, the number of days that they would like to

watch the free preview

[70]

B) Cash back offer

[71]

C) Ala carte

4) Customer likeness to avail any of the offers mentioned in question.3

If interested in availing ,

A) Modes to recieve updates regarding the offers ,preferred order according to the

customer feedback

[72]

B) Prefferred modes to avail the offers

[73]

C) Reasons for being on the current pack

D) Customers feedbacks on asking the question whether they want to upgrade or

subscribe to any pack or any free service offered by DISH TV

[74]

STATE WISE FTA ANALYSES

STATE

CAL

LS

MA

DE

RESPON

DED

KNO

WS

ABOU

T ALA

CART

E

DO

NOT

KNO

WS

ABOU

T ALA

CART

E

INTERS

TED IN

RECHA

RGE

AMOUN

T

PREFER

RED

TYPE OF ALA

CARTE

BIHAR 30 6 2 4 5 100

EXTREME

ENTERTAINER,

UTV PACK

CHATTISGA

RH14 2 2 - - 200 -

[75]

HARYANA 50 8 5 3 4 100

EXTREME

ENTERTAINER,

INFOTAINMEN

T,

HINDI MUSIC

HIMACHAL

PRADESH15 4 3 1 3 100,150

EXTREME

ENTERTAINER,

SPORTS

JAMMU

AND

KASHMIR

9 6 1 5 5 100

EXTREME

ENTERTAINER,

UTV PACK

JHARKHAN

D6 1 1 - - 200 -

MADHYA

PRADESH53 13 5 8 9 100

EXTREME

ENTERTAINER,

UTV PACK

MAHARASH

TRA1 1 1 - - 100 -

NEW DELHI 11 3 3 - 1 100

EXTREME

ENTERTAINER,

UTV PACK

[76]

RAJASTHAN 51 13 9 4 5 100

EXTREME

ENTERTAINER,

COLOURS,

UTV PACK

UTTAR

PRADESH90 17 9 8 10 100

EXTREME

ENTERTAINER,

INFOTAINMEN

T

SPORTS

UTTRANCH

AL10 3 1 2 2 100

EXTREME

ENTERTAINER,

SET MAX,UTV

PACK

CONCLUSION

FTA CUSTOMERS:

Hindi general entertainment preferably ( sony, star plus, colours) channels are the

most being asked for.

Also, hindi movie channels were being asked by the customers.

[77]

Not much asked for the English entertainment and English movie channels but

some people seemed to be interested in it as well.

Channels preference: HBO,WB, star movies and AXN.

Peoples seriously lack the knowledge regarding the packs as well as ala carte.

When being asked for the question that do they know about other packs and ala

cartes,45 % said that they have no idea.

Customers find that the recharging value that is Rs. 200 is a bit higher and should

be less.

In some cases customers were not happy with the customer service that DISH TV

offers, they complained that whenever any issue arise they were not being

addressed in time.

Peoples also lack the knowledge regarding the recharging options that they have

apart from the dealer. Also, many do not have the idea that ala carte can ne

subscribed through SMS service or home pick service is available.

In some cases FTA pack was used by the customers on the television sets which

had less of usage or either they use to watch the remaining channels on the cable

or were using some other DTH service.

The major reason that came out why the customers subscribes to the FTA pack is

the option for paying once Rs. 600 and enjoying this service for 3 years or this

pack is on another TV set which is used less.

[78]

RECOMMENDATIONS

FTA CUSTOMERS

Extreme entertainer ala carte should be given to customers as it was most in demand.

If possible, extreme entertainer ala carte given for a longer term , say for 9 months

offer then,1 month should be free of cost so that customer finds it a bit more

attractive

Indo cricket pack can also be offered in a less cost only for FTA customers as india

sri lanka series will begin soon followed by t20 world cup. It can gain profits.

Offering 1 ala carte say extreme entertainer ala carte for 6 months , providing 1

month subscription of another ala carte free say, extreme entertainer can go with

colours ala carte.

Extreme entertainer along with set max can also work, extreme entertainer has to be

there as it was the most demanded.

If subscribing for extreme entertainer ,free preview of any other alacarte( utv pack,set

max )can be shown so that customer drives in interest and then recharges for it.

Or to avoid loss , extreme entertainer ala carte can go together with any of the hindi

gec/movies ala carte which is free of cost for the organization but customers are

charged if they want to view those channels.

[79]

Promotion can also be done by sending sms as most of the customers do not have the

idea that there are any kind of ala cartes available as well. Recharging value for the

FTA customers should be decreased just on a trail basis to RS. 100 as it was also a

problem for many of the customers as they find it costly and were unable to

recharge .

FREE SERVICE CUSTOMERS

RECOMMENDATIONS ON THE SUBS WHO WERE GIVEN FREE

OFFERS BUT DID NOT UPGRADED

Problems with the channel ( LIFE OK in particular)and some others channels as well

appeared as the customers complained that it was taken back without even notifying

them and when they have paid for it why is it taken back?

Recommendation: even if the channel has to be taken back or some changes has to be

done, the customers should be notified in advance.

70 % of the customers were ready to take free previews of the channels and 45%

believed that it should for a minimum duration of 10-15 days.

Recommendation: the free preview can work if customers are shown channels of

their interest for example, if a customer is on base pack and want to see infotainment,

channels of infotainment should be shown to him instead of free preview of the

channels according to the organization. It should be customer oriented

Cash back offer was unnoticed by some of the customers and when asked for the

same, they answered that the offer was messaged to them so it went unnoticed.

[80]

Recommendation: in this case voice message should be sent or call should be made

to the customers.

56 % also agreed for taking the ala carte but only if interests them.

Recommendation: instead of showing general ala carte, the customer preferred ala

carte should be shown to him so that he subscribes for it.

Sms and call from the call centres is the best mode to provide updates to the

customers as 23 % agreed for it.16 % also agreed for the on-TV messages.

Sms is the best mode to avail the offer , 80 % of the customers agreed to this.

Major reasons that came out why they do not wanted any upgrade is that they are

satisfied with their current pack.

Customers also complained that during light rains or even heavy winds, the signal

quality is either low or the channels becomes unavailable. This should be addressed.

[81]

ALA CARTES BEING USED

[82]

After doing all the research work and coming on to the various

recommendations two out of many different ala cartes were found to be

appropriate if promoted in a correct way to the customers.

These are:

EXTREME ENTERTAINER ALA CARTE

UTV PACK

[83]

OFFERS AND PRICES :

OFFER 1:

Extreme entertainer given for 6 months along

with utv pack(movies,action,bindass) free for 3

months

(Pay for 6 months and get utv pack free for 3

months)

Offer Price = Rs.199 for 6 months

OFFER 2:

[84]

Ala carte

name

Cost/month(

Rs.)

Total

months

Total price(

Rs.)Extreme

entertainer

35 6 210

Utv pack 33 3 99

Extreme entertainer given for 6 months and

being charged for 5 months (Pay for 5 months

and get 6 months subscription)

Offer Price = Rs.175

Extreme entertainer given for 6 months and

being charged for 5 months with 1 month utv

pack free

(Pay for 5 months, get 6 months viewing with

utv pack free for 1 month)

[85]

Ala carte

name

Cost/month(

Rs.)

Total

months

Total

price( Rs.)Extreme

entertainer

35 6 210

Extreme

entertainer

35 5 175

Ala carte

name

Cost/month

(Rs.)

Total

months

Total price

(Rs.)Extreme

entertainer

35 6 210

Extreme

entertainer

35 5 175

Utv pack 33 1 33

Modes being referred for customers:

Free services Modes Free preview of channels OMM is best suited Cash back offers VM is best suited Free ala carte SMS and OMM

FTA MESSAGE DESIGN

OMM

English Character

length

Watch STAR PLUS, SONY

ENT. ,

28

SAHARA ONE, LIFE OK and

SAB TV

30

Enjoy 5 channels @Rs.35pm

only

30

To take this recharge now! 26

Total 114

[86]

Hindi Character

length

Dekhiye STAR PLUS, SONY

Ent.,

29

SAHARA ONE, LIFE OK aur

SAB TV

30

sirf Rs. 35 prati mahiney

mein

30

Aaj hi recharge kariye ! 24

Total 113

SMS

English Charac

ter

length

Hindi Char

acter

lengt

hLIFE OK, STAR PLUS, SONY

Ent., SAHARA ONE and

SAB TV. Enjoy these 5

entertainment channels at

just Rs.35pm. To subscribe

to this pack, RECHARGE

NOW

148 Dekhiye LIFE OK, STAR

PLUS, SONY Ent.,

SAHARA ONE aur SAB TV

sirf Rs. 35 prati mahina

ke shulk mein. Dekhne

ke liye aaj hi apna

DISHTV recharge kariye

150

[87]

VOICE MESSAGE

Dekhiye life ok, star plus,sony, sahara one and sab tv sirf Rs. 35 prati

mahina.

Dekhney ke liye aaj he apna DISHTV recharge kariye

ADDITIONAL MESSAGE DESIGNING FOR

Annual sports pack messages for FTA customers

Voice message

Dekhiye Sports Unlimited pure 1 saal keliye! 10 sports channels jaise Star Cricket, Ten

Cricket, ESPN, Star Sports,7 news channels jaise Aaj tak, India tv, ABP news aur 53 DD k

channels jaise B4U movies, ETC, Star Utsav pure 365 dino keliye Annual Sports pack ke

saath sirf 1990 rupaye mein, yani prati din ke sirf Rs. 5.45. Aaj he is annual sports pack se

apna dish tv recharge karein!

Sms main

Hindi Character

[88]

length

Dekhiye Sports Unlimited pure 1 saal

keliye 10 sports chls jaise Star Ckt, Ten

Ckt, ESPN ke sath 60 aur manoranjak

chls sirf Rs1990 wale annual sports

pack mein

160

OMM

Hindi Character length

Sports unlimited 1 saal k liey 30

Star Ckt,Ten Ckt, ESPN ke sath 30

60 aur chnls sirf Rs1990 mein 29

Annual Sports pack recharge karaye 34

Aj hi recharge karaye 21

Total 123/110

PROCESS DOC TO BE RELEASED

FTA Special 6 Month a-la-carte pack (Jul 24, 2012)

Process Name

:-Extreme Entertainer 6 Months pack – FTA

Process

Owners :-

• Packaging & Pricing – Marketing,

• Communication to the market – Marketing & Sales & Customer Service

• Backend Configuration- I.T.

• Terms & Conditions: Legal

Background:-

A research was conducted on the FTA subs in which 78% of the customers

wanted the extreme entertainer ala carte along with hindi movies . Also to

promote the ala carte as most of the customers were unaware about the

channels and services that they can enjoy on their dish tv.

Process

Objectives :-

• To increase ala carte penetration among FTA subs

• To provide value for money long duration a-la-carte packs to FTA subs

[89]

Process

Details :-

Offer:

•Extreme entertainer given for 6 months along with UTV pack

(movies,action,bindass) free for 3 months

(Pay for 6 months and get UTV pack free for 3 months)

Ala carte name Cost/month(Rs.) Total months Total

price( Rs.)

Extreme

entertainer

35 6 210

Utv pack 33 3 99

Total 309

Offer Price = Rs.199 for 6 months

Applicable to –

• Select base of North Gold Cricket + North Family Pack Subs – Active

Recharge Mode subs of

Targets & Costing Financials in Annexure.

Timeline (if

any) :

Start Date–

End Date–

Geography it

is meant for

ROI region

Other details /

Caveats

need to be

specified

1. Offer applicable to Active Recharge mode subscribers of Gold cricket &

North Family Pack subscribers.

2. Cash Back of Rs.10 will be given in 2 parts, once every 30 calendar

days.

3. This offer is not available to Commercial, corporate, VIP, Complimentary

and Non billable connections.

4. This Cash Back offer can be availed only if the subscriber has remained

active on this a-la-carte pack from the date of subscription to the date of

Cash back. Subscriber will not get Cash back in case he remains

[90]

deactive for >=30days, starting from the date of subscription.

PROMOTIONAL EFFECT ON FTA

CUSTOMERS

Promotion ala

carte

Total

Viewers

Mode of sending

updateRounds

Extreme

Entertainer71,861 SMS, OMM 1

[91]

Message

processedPromotion date

Viewers before

promotion( 26th

july)

Viewers after

promotion( 31st

july)

55,255 27th JULY 12 44

Change in

viewership after

promotion

% increase

32 73%

CASE STUDY

Direct-to-Home (DTH) in India: Direct to Loss?

This case study is written to raise an interesting debate on – Even for a disruptive innovation

to be successful, a minimum scale is required. The minimum scale is a function of value

offered and value perceived at least in the beginning.

After cable TV entered India in the early 1990s, the face of entertainment changed

drastically. In a short time, Cable TV made rapid penetration in rural as well as urban India.

However, the inherent nature of the industry, that operated like a cartel dominated by the

Local Cable Operators (LCOs) created many problems operationally and otherwise. For the [92]

parties involved in the industry (broadcaster and cable networks), the major problem was the

extent to which LCOs understated the subscription fees. Subscribers too were upset as the

cheap and unbranded equipments used by LCOs resulted in poor program quality and

frequent disturbances in signal transmission. The Conditional Access System (CAS)

introduced in 2003, also failed to check the problem as many subscribers were unwilling to

switch from the cheap cable alternative. In 2003, another option - Direct-to-Home (DTH)

emerged to give a tough competition to the LCOs. In a short time, many DTH providers -

Dish TV, Tata Sky and Sun direct - mushroomed in the country and succeeded in making a

humble beginning through aggressive marketing. As of 2007, Dish TV had 1.9 million

subscribers, while Tata sky had 1.5 million subscribers. However, these numbers were not

sufficient to compensate for the losses that they were making. Despite such a scenario, new

players - Reliance and Bharti Airtel are planning to venture in DTH business and capture a

major pie of the market.

The case has been structured to analyse and understand:

The reasons for the growth of Cable TV ?

Why a substitute for Cable TV was needed ?

The advantages of DTH over Cable TV ?

Why the DTH companies are incurring losses ?

The future potential of the DTH Industry ?

Whether DTH companies can pick up scale and be profitable in the future. ?

Introduction:

Since Cable TV entered India in 1992, entertainment on television has grown rapidly. Out of

the 71 million TV households in 1999, 32 million had access to Cable TV. However, along

with the soaring viewership complaints on quality also increased. In the cable industry that

runs like a cartel, the control lay with Local Cable Operators (LCOs), who operated in an

unorganised and fragmented way. Viewers had to adjust with poor quality signals, limited

choice of channels and frequent hikes in subscriptions. As a solution to the problem, many

alternatives were tried. In mid-1990s, Multi-System Operators (MSOs) emerged and in 2003,

Conditional Access System (CAS) was introduced to provide better services to the viewers

[93]

through digitisation. However, in spite of offering several advantages over the LCOs, these

options did not work well in the Indian market.

In 2003, a new service, DTH (Direct-to-Home) - a digital transmission of signals directly to

the subscribers' homes through a Set Top Box (STB) entered India. Dish TV launched by

Zee TV promoters (Essel Group) was the first and the leading DTH service provider in India

followed by Tata Sky. To lure customers, DTH players spent heavily on marketing and

slashed prices. However, in the process they incurred heavy losses. Surprisingly, this did not

stop new players from entering the market. Two cash-rich companies - Reliance and Bharti

Airtel - are preparing to flex their muscle in 2008. With a much cheaper and better offering,

while these companies are planning to capture a major pie of the market share, the question

is - can they make profits in this so far loss-making market?

Cable TV in India Till the emergence of Cable TV in India, Doordarshan was the only

broadcasting network. It televised public educative and socio-economic development

programmes and operated as an 'advertisement-free' electronic media. For quiet some time,

Doordarshan's viewership was limited. As television was considered a luxury, not many

homes owned it. However, with the Asian Games held in Delhi in 1982, and the introduction

of colour television sets in the same year, peoples' attitude started changing...

DTH in India Digitalisation of Cable TV took a new form when DTH was launched in India

in 2003. Although DTH services were proposed in India way back in 1996, it was banned for

6 years as the government rejected approval due to concerns over national security and

cultural invasion. To prevent the implementation of DTH service, even the cable operators

had heavily lobbied the government...

The New Indian Consumer India's rapid economic growth since the 1960s brought about

many changes in its consumers. Increase in per capita GDP, resulted in a rapidly growing

middle class (there are nearly 50 million middle class people in India), who with a greater

purchasing power were influencing the consumer markets. Since 1995, Indians, earning

between INR 90,000 and INR 200,000 ($1,969-$4,376) had grown from 18% to 41% in

2005. Known as aspirers, this section is expected to spend up to $1.76 trillion by 2025...

[94]

REFERENCES

http://ygraph.com/graphs/pestanalysis-20111014T001517-x3rhav6.gif

http://www.dishtv.in/Library/Images/Mgmt.%20Discussion%20&

%20Analysis905787964.pdf

http://www.dishtv.in/

http://www.defcon.org/images/defcon-11/dc-11-presentations/dc-11-OldSkoolS/dc-11-

OldSkoolS.pdf

http://agropedia.iitk.ac.in/openaccess/sites/default/files/MDC%2023.pdf

[95]

http://www.imediaconnection.in/article/834/Digital/DTH/dth-gathers-traction-in-india-

touches-44-million-subscribers.html

http://www.scribd.com/doc/33807723/Summer-Report-on-DISH-TV

http://www.ibscdc.org/Case_Studies/Strategy/Business%20Models/Direct-to-Home-Case

%20Study.htm

http://www.google.co.in/#hl=en&sclient=psy-

ab&q=literature+review+on+dth+services+in+india&oq=literature+review+on+dth+services

+in+ind&gs_l=serp.3.0.33i29.3092.18678.0.20217.30.27.0.3.3.0.349.5405.1j15j10j1.27.0...1

.0...1c.--7qmnmyq-

4&pbx=1&bav=on.2,or.r_gc.r_pw.r_qf.&fp=30dab6167dc53905&biw=1097&bih=554

http://esselgroup.com/

http://en.wikipedia.org/wiki/Essel_Group

http://en.wikipedia.org/wiki/Dish_TV

https://mail-attachment.googleusercontent.com/attachment/?

ui=2&ik=cbb1a934f1&view=att&th=137df42666c37c53&attid=0.2&disp=inline&realattid=

f_h3ck34v80&safe=1&zw&saduie=AG9B_P8mFpAuqApWy7xqgSvyon8d&sadet=134620

8618799&sads=7vCrpGD3LD7InRy1dNgU2vZ4llE&sadssc=1

www.thehindubusinessline.com

http://www.saveondish.com/forum/T-exclusive-dishtv-fta-offer-for-90-deactive-subscribers-

get-all-fta-channel-600-and-choose-any-alacarte-pack

http://www.wikihow.com/Install-and-Setup-Free-to-Air-Satellite-TV-Program-Receiver-

System

http://www.incrediblefta.com/freetoair/#

http://www.wikihow.com/Install-and-Setup-Free-to-Air-Satellite-TV-Program-Receiver-

System

[96]

[97]