First and for most, I would like to thanks VIDEOCON DTH for giving me an opportunity to undertake the project MARKET ANALYSIS FOR VIDEOCON d2h. I was given the task for market analysis in which I had to visit dealers, distributors and tell them about new introducing product by VIDEOCON DTH. The offered products are IDTV, IDVD, and IHT & DTH ITSELF. As a management trainee my work was also to note down the problems, if that dealer is selling Videocon company product. My main work was to promote /pitch the features & facilities provide in to the products and convince them for sale the VIDEOCON DTH product. The uphill task was to find out the potential dealers who have interest for selling the VIDEOCON DTH products as well as support for increase the selling. So that company assumes them for selling the DTH or as a future prospect for selling the DTH. The company Videocon DTH is doing aggressive marketing research /analysis at the launch timing so that they can get good response and business because more market analysis give more accurate and quantitative result by which company take effective decision for making the profitable business with satisfied customer.
The most interesting part in any summer internship, for a learner is, the application of concepts, he has learned. Apart from being interesting things, it is also the key phenomena around which summer internship resolves. It also gives, a taste of pressure ,the marketing manager has due to limitation of resources, especially financial in nature .The only things which market research does not give an in-depth knowledge about is Sales. Although selling skill is considered to be one of the prerequisite of a marketing professional. Market Research does not give the taste of a hand core sales job. Thus it can be very well said that, Market Research could be very good topic for Summer Internship of a student. In order to get the best of both, I decided to do project (Pan Pune) on Market Research in Videocon DTH company.
The history of Indian television dates back to the launch of doordarshan, Indias national TV network in 1959. The transmission was in black & white. The 9 th Asian games which were held in 1982 in the countrys capital New Delhi heralded the mark of color TV broadcasting in India. In 1991, Indian economy was liberalized from the License Raj and major initiatives like inviting foreign direct investments, deregulation of domestic business emerged. This lead to the in flux of foreign channels like Star TV and creation of domestic satellite channels like Sun TV and Zee TV. This virtually destroyed the monopoly held by doordarshan. In 1992, the cable TV industry started which lead to revolution. Every city in the India had a complex web of co-axial cables running through the streets with a new breed of entrepreneurs called as cablewallahs or Local Cable Operators (LCO) taking in charge of distribution. The film industry was shocked by this sudden growth and there were even organized protests for calling off the Cable TV industry. There were simply too many cable operators in the country and the channels had a difficult time in getting its returns as the existing system was a nonaddressable and the operators could simply give a reduced number of subscribers to amass profit. This lead to the emergency of a new breed of firms called as Multi
System Operators (MSO) who had heavy financial muscles to make capital investments. . The MSO industry became highly monopolistic which warrants government participation to ensure competition. Later on, the United Front Government had issued a ban on use of ku band transmission. After a change of government, the ban got lifted finally in 2001 and TRAI issued the guidelines for operating DTH. Countrys first private DTH license was awarded to Dish TV in 2003 which started operations in 2004. Prasar Bharati also started its product DD-Direct+. DTH Digital TV system receives signals directly from satellite through the dish, decodes it with the Set-Top Box and then sends stunningly clear picture and sound to TV which is the business under taken by some companies by observing the rate of growth and scope for business & opportunity in the Indian market which has 120 million viewers of TV.
With the Indian economy growing at a GDP growth rate of 7.4%, there is a sense of growth prevailing every where. The average Indians disposable income and purchasing has risen to never before levels. The Indian entertainment and media industry is not far behind. It is currently estimated at a worth of Rs.450 billion with a CAGR of 18% over the next 5 years. Terms which were alien to Indians like capital DTH, digital cables, IPTV are suddenly finding presence in the countrys journals.
In 2007, TRAI proposed a new initiative by name Head end-In-The-Sky (HITS) Model as an alternative to the existing cable distribution. Instead of the MSOs providing the bundle, there will be a single HITS operator who will prepare the bundle of channels and beam it to the Headed in the satellite. The LCOs can receive this digitalized bundle and deliver to the individual homes. With HITS, country wide implementation of CAS becomes instantaneous and cost-effective. This benefits both the broadcasters and the customers by ensuring Addressability, Better quality of service and increased number of channels. Another emerging trend is the IPTV which is yet to be regulated and one can expect lot of action in this sector. According to a report on Direct to home (DTH) service, it predicts that India would overtake Japan as Asias largest DTH by 2010 and be the Asias leading cable market by 2010 and the most profitable pay-TV market by 20015.
List of players in the industry Doordarshan (DD-Direct +) of Prasar Bharati comprising of 33 FTA channels and 12 All India Radio Channels. Dish TV of ZEE group. Tata Sky joined venture between Tata and Rupert Murdochs Sky TV. Sun direct of Sun Network. BIG TV of Reliance Anil Dhirubhai Ambani group. Airtel digital TV of Bharati telemedia5
Videocon d2h of videocon industries
Categorization of players in the industry Government owned player: DD Direct+. Private players: Dish TV, Tata Sky, Sun direct, Big TV, Airtel digital TV, Videocon d2h Brief profile of players in the industry
DD DIRECT+Doordarshan is the public television broadcaster of India and a division of Prasar Bharati, a public service broadcaster nominated by the Government of India. It is one of the largest broadcasting organizations in the world in terms of the infrastructure of studios and transmitters. Recently, it has also started Digital Terrestrial Transmitters. On September 15 2009, Doordarshan celebrated its 50th anniversary. Doordarshan had a modest beginning with the experimental telecast starting in Delhi on 15 September 1959 with a small transmitter and a makeshift studio. The regular daily transmission started in 1965 as a part of All India Radio. The television service was extended to Bombay (now Mumbai) and Amritsar in 1972. Till 1975, seven Indian cities had television service and Doordarshan remained the only television channel in India. Television services were separated from radio in 1976. Each office of All India Radio and Doordarshan were placed under the management of two separate Director Generals in New Delhi. Finally Doordarshan as a National Broadcaster came into existence.6
National telecasts were introduced in 1982. In the same year, color TV was introduced in the Indian market with the live telecast of the Independence Day speech by then Prime Minister Indira Gandhi on 15 August 1982, followed by the 1982 Asian Games being held in Delhi. Now more than 90 percent of the Indian population can receive Doordarshan (DD National) programmes through a network of nearly 1400 terrestrial transmitters and about 46 Doordarshan studios produce TV programs today. DD Direct+ is a free Direct to Home (DTH) service that provides satellite television and audio programming to households and businesses in the Indian subcontinent. Owned by parent company Doordarshan, DD Direct Plus was launched on December 16, 2004. Now chairman of DD plus+ is Shri Arun Bhatnagar and CEO is B S Lalli under the ministry of information and broadcasting
Dish TVDish TV is the first private DTH satellite television provider in India, using MPEG2 digital compression technology, transmitting using NSS Satellite at 95.0. 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 Foundation and Mr. Subhash Chandra is the Chairman of Dish TV. Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV has national and global presence with business interests in media programming, broadcasting & distribution, speciality packaging and entertainment. Zee Network incorporated dishtv to modernize TV viewing. By7
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 DTH service was launched back in 2004 by launching of Dish TV by Essel Group's 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 programmes. 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 c