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Comparative study of dth tv & tata sky

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  • 1. TABLE OF CONTENTS S. No. Chapter Name 1. Introduction of the topic 2. Company Profile 3. Objectives of the Market Survey Report 4. Literature Review 5. Research Methodology 6. Data Analysis & Interpretation 7. Findings of the study 8. Conclusion 9. Suggestions 10. Limitations 11. Bibliography 12. Annexure - Questionnaire (CMCA, Teerthanker Mahaveer University, Moradabad) Page No. Page 1
  • 2. INTRODUCTION (CMCA, Teerthanker Mahaveer University, Moradabad) Page 2
  • 3. INTRODUCTION This project report is based on comparative study of services provided by Tata Sky and Dish tv . In this survey report we have analyze the customer’s perception towards services of Dish Tvand Tata Sky, I will asked some questions to customers through which I am avail to conduct this survey report. I believe that this project report will help to the reader for better understanding of the attitude of the customer. The company profile and product range is given in the beginning of the report. The primary data have been collected with the help of questionnaire consisting of 11 questions. The sample size selected is 100. The collected data have been analyzed and shown in the form of pie chart and pie charts are interpreted into simple language & further concluded. DTH : DTH stand for direct-to-home television. DTH is defined as the reception of satellite programmes with a personal dish in an individual home. DTH does away with the need for the local cable operators can receive satellite programmes and they then distribute them HOW DOES IT WORKS : A DTH network consists of a broadcasting centre, satellites, encoders, multiplexers, modulators and DTH receivers. A DTH service provider has to lease ku-band transponders from the satellite. The encoder converts the audio, video and data signals. At the user end, there will be a small dish. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 3
  • 4. ABOUT DTH INDUSTRY: What is DTH? DTH stands for Direct-To-Home television. DTH is defined as the reception of satellite programmes with a personal dish in an individual home. DTH services were first proposed in India in 1996. But they did not pass approval because there were concerns over national security and a cultural invasion. In 1997, the government even imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India. Finally in 2000, DTH was allowed. The new policy requires all operators to set up earth stations in India within 12 months of getting a license. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 4
  • 5. DTH licenses in India will cost $2.14 million and will be valid for 10 years. The companies offering DTH service will have to have an Indian chief and foreign equity has been capped at 49 per cent. There is no limit on the number of companies that can apply for the DTH license. In earlier days there was only one TV channel in India the “Doordarshan” channel Doordarshon was owned and operate by government of India. In those era every home which had a Tv set used to have its own antenna to capture the signals. The cable television ordinance law was passed in January 1995. This enabled cable operators to feed channels and later on private companies were allowed to air their own channels and this led to the explosive growth in number of tv channels and number of cable operators. The growth of Tv channels & cable operators created a big industry and market opportunities. Until few years back there were as many as 1.0 Lakh cable operators across India. however the services provided by cable operators were poor. The strikes, increase in tariff plan, selective broadcast and poor services were major cause of dissatisfaction among the the customers. This has created an opportunity for DTH, which serves an immediate threat to the high-end cable networks. There is an immense opportunity for DTH in India an market. The opportunity in India almost 11 times that in developed countries like the US an Europe. For every channel there is a scope for broadcasting it in at least ten different languages. So every channel multiplied by ten that is the kind of scope for DTH in the country. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 5
  • 6. DTH offers better quality picture than cable TV. This is because cable TV in India is analog. Despite digital transmission and reception, the cable transmission is still analog. DTH offers stereophonic sound effects. It can also reach remote areas where terrestrial transmission and cable TV have failed to penetrate. Apart from enhanced picture quality, DTH has also allows for interactive TV services such as movie-on-demand, Internet access, video conferencing and e-mail. But the thing that DTH has going for it is that the powerful broadcasting companies like Star, Zee, etc are pushing for it. CAS was introduced in metro cities of India to provide the subscriber the choice channel he/she wishes to view. CAS stands for conditional access system, which is a digital mode of transmitting TV channels trough a set-top box (STB). The transmission signals are encrypted and viewers need to buy a set-top box to receive and decrypt the signal CAS required the subscriber to buy set-top-boxes. The implementation of CAS was focused only on the big cities of India DTH services were first proposed in India in 1996. But they did not pass approval because there were concerns over national security and a cultural invasion. In 1997, the government even imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India. Finally in 2000, DTH was allowed. The new policy requires all operators to set up earth stations in India within 12 months of getting a license. DTH licenses in India will cost $2.14 million and will be valid for 10 years. The companies offering DTH service will have to have an Indian chief and foreign equity has been capped at 49 per cent. There is no limit on the number of companies that can apply for the DTH license. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 6
  • 7. By 2016, India will have 141 million pay TV homes, or 84% of total TV homes. Pay TV households will create revenues of US$10.3 billion. Including DTT and free DTH, India will have 117 million digital households, or 70% of total TV homes, by 2016. Who are the DTH operators in India? Zee group promoted Dish TV was the first to start DTH operations in India. Elow are the current DTH Operators providing services in India: 1. DishTV 2. Tata Sky 3. Airtel Digital TV 4. Sun Direct 5. Reliance Digital TV 6. Videocon D2H 7. DD Direct What are the concerns over DTH? In the absence of regulation, DTH operators may hike their fees arbitrarily. They may force consumers to pay for bouquets of channels, instead of individual channels. Also there could be illegal redistribution of DTH feed through multiple distribution units, amounting to evasion of tax. DTH versus CAS DTH does not compete with CAS. Cable TV and DTH are two methods of delivery of television content. CAS is integral to both the systems in delivering pay channels. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 7
  • 8. Cable TV is through cable networks and DTH is wireless, reaching direct to the consumer through a small dish and a set-top box. Although the government has ensured that free-to-air channels on cable are delivered to the consumer without a set-top box, DTH signals cannot be received without the set-top box. Besides, the monthly subscription cost for DTH and CAS on cable will vary. While you can opt for a number of channels in CAS, under DTH you have a limited choice depending on the package you opt for. The quality of the broadcast will be of high quality with big players in the fray. DTH versus cable TV In DTH, TV channels would be transmitted from the satellite to a small dish antenna mounted on the window or rooftop of the subscriber's home. So the broadcaster directly connects to the user. DTH can also reach the remotest of areas since it does away with the intermediate step of a cable operator and the wires (cables) that come from the cable operator to your house. DTH offers better quality picture than cable TV. This is because cable TV in India is analog. Despite digital transmission and reception, the cable transmission is still analog. DTH offers stereophonic sound effects. Apart from enhanced picture quality, DTH has also allows for interactive TV services such as movie-on-demand, Internet access, video conferencing and e-mail. DTH will not be able to be an alternative to cable if the initial investment is more than that for cable. DTH requires initial investment for both a dish antenna and a TV-top box. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 8
  • 9. ABOUT DTH INDUSTRY With the Indian economy booming at a GDP growth rate of 9.4%, there is a sense of growth prevailing everywhere. The average Indian’s disposable income and purchasing power has risen to never before levels. The Indian Entertainment & Media industry is also not far behind. It is currently estimated at a worth of Rs. 450 billion with a CAGR of 18% over the next 5 years. Terms which were alien to Indian like DTH, Digital Cable, and IPTV are suddenly finding presence in the country’s journals. Though DTH is comparatively the growth for the digital segment in rural areas were 34%, 49% and 64% in the past three years (source: TAM annual universe update – 2010) the growth in the rural segment can be attributed to frequent power cuts in the rural areas. DTH platform gives the rural consumer access to their favorite programs,, with the help of generators/invertors, which is not possible with the cable service in most of the areas. A report predicts that India would overtake Japan as Asia’s largest DTH by next year and be the Asia’s leading cable market by 2010 and the most profitable pay- TV market by 2015. This growth presents a lot of interesting scenarios. History of Indian broadcasting The history of Indian Television dates back to the launch of Doordarshan, the country’s national television network in 1959. Television was then seen as a luxury item that could be afforded only by a chosen few. The transmission was in Black & White. The 9 th Asian Games which held in 1982 in the country’s capital New Delhi heralded the mark of color television broadcast in India. In 1991, Indian economy was liberalized from the license raj and major initiatives like inviting foreign direct investment, deregulation of domestic businesses emerged this lead (CMCA, Teerthanker Mahaveer University, Moradabad) Page 9
  • 10. to the influx of foreign channels like Star TV and creation of domestic satellite channels like Sun TV and Zee TV. This virtually destroyed the monopoly held by Doordarshan. In 1992, the cable TV industry started, it has literally changed the way the average Indian watches the Television. The number of channels increased suddenly from 2 and the real entertainment started. Every city India had a complex web of co-axial cables running through the streets with a new breed of entrepreneurs called as cablewallahs of local cable operators (LCO) taking charge of distribution. In 1995 government felt the need of regulations in Cable TV and passed the Cable TV networks (regulation) Act. This was also the time when state owned Doordarshan and All India Radio came under new holding called Prasar Bharti to give them enough autonomy. In 2001 TRAI issued the guidelines for operating DTH. Country’s first private DTH license was awarded to dish TV in 2003 which started operations in 2004. Prasar Bharti also started its product DD-Di Current Players Today the market shares of various players are as follows Dish TV: 30% Sun Direct: 25& Tata Sky: 22% Big TV: 137 Airtel: 8% D2H: 2% India has a total television population of close to 135 million, out of which 80% have access to cable or satellite (i.e. 108 million). The total DTH subscribers are close to 22 (CMCA, Teerthanker Mahaveer University, Moradabad) Page 10
  • 11. million. Thus the DTH has market share of approximately 20%. The subscriber base for DTH in 2006 was meager 1 million. Now for an industry which is just 5 years old, it is a great achievement. In 2005 Dish TV was the only player in the DTH industry and was registering subscriber growth mainly in the areas where cable TV as not available. The subscribers were not ready for the cost of set top box. In 2007 CAS mandate was introduced in selected metro cities, where users had to invest in a set top box. Though the initiative was not very successful, it gave a wider acceptance to the DTH and consumer became ready to pay for the set top box. Spotting the opportunity Sun Direct launched its services in 2007 with a drastically low onetime cost involved for the DTH subscribers. Followed by this Reliance Big TV and Air-Tel and Videocon launched their services. The market became competitive. Every player came with innovative offerings. Dish TV offered Movie on Demand free worth the cost of set top box. Air-Tel and Big TV offered free subscription for first few months etc. All these things were coupled with aggressive marketing campaign. Tata sky gained the maximum subscribers during this period. ENVIRONMENTAL ANALYSIS a. Threats of substitute. DTH faces stiff competition from the terrestrial, cable and IPTV. As per the industry estimates, there are 120 million TV homes, of which 71 million are served by cable and around 6 million served by DTH with the remaining taken by terrestrial transmission. As IPTV is a new entrant, there is not much data on (CMCA, Teerthanker Mahaveer University, Moradabad) Page 11
  • 12. INDIAN BROADCASTING PIE b. Terrestrial television Doordarshan is the world’s largest terrestrial broadcaster with over 1400 terrestrial TV transmitters. The reach provided by this route is phenomenal with Doordarshan covering 88% of India’s geographical area. Covering the remaining 12% area required substantial capital investments which does not outweigh the benefits. The transmission was done originally in Analog mode but beginning from 2002. Doordarshan has partnered with BBC resources – the consulting wing of BBC, in offering digital terrestrial television. The transmission could be received using a low cost Yagi antenna. Even with the wide reach and low cost approach that is possible with this technology, due to the lack of attractive content, we do not see it as a formidable threat. c. Cable TV Cable TV currently operates in 2 modes viz. through CAS covering cities such as Chennai, parts of Delhi, Mumbai and Kolkata, and through NON- addressable system in the rest of the country. As seen in the above fig, cable TV enjoys a big share in comparison with other mediums. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 12
  • 13. In case of CAS controlled areas, the subscriber has to either buy or rent the Set Top Box (STB) to see the pay channels. He can also see 70 odd Free-To-Air (FTA) channels. On the other hand, in areas where non-addressable system is used, all the channels are available without the necessity of any separate receiver. Irrespective of whether CAS or not, the subscriber can comfortably see the channels by paying anywhere between Rs. 100 to Rs. 300 per month depending on the place where he lives. Due to the phenomenal reach of the cable TV, it poses a serious threat to the growth of DTH industry. Also there would be resistance from the LCOs lobby as DTH totally displaces them. d. Internet Protocol Television (IPTV) IPTV is a service where television signal are digitally sent over the telecommunications line. It is often presented as a bouquet of Video (IPTV), Audio (telephones) and Data (Broadband Internet) services. With widespread adoption of broadband in the country and the growing techno savvy population, IPTV has a potential to become a huge success. Telecom companies such as BSNL and MTNL have spotted these earnings potential and have already started with trial implementation in cities like Bangalore and Kolkata. Companies like reliance communication and Bharti Airtel also planning to follow soon. e. Bargaining Power of Suppliers: (CMCA, Teerthanker Mahaveer University, Moradabad) Page 13
  • 14. DTH industry relies on three major suppliers: Customer premise equipment (CPE) comprising of the Satellite Dish, Set Top Box with the necessary Access card, the Ku Band transponders in the orbiting satellites and content. With India set to overtake Japan as Asia’s largest DTH by next year, the Bargaining power of Indian DTH operators with CPE suppliers have been steadily increasing. f. Bargaining power of buyers We would take the entire broadcasting industry for analyzing the bargaining power of the buyers. With enough options to choose both from the point of alternate mediums like cable, IPTV and Terrestrial broadcast and from the point of increasing DTH operators, the consumer is at his will to decide. Customer will continue to have a high bargaining power until DTH platforms try to differentiate them as superior players with better content and clarity. g. Inter firm rivalry The inter firm rivalry is quite high. The competition form state owned DD-Direct to private players is negligible form the content point of view as the number of channels offered by DD-Direct is very limited. However, DD-direct doesn’t not charge any monthly subscription fee which poses a threat to the private players who charge monthly subscription charges. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 14
  • 15. Between Dish TV and Tata Sky there is an intensive rivalry exhibited by the price wars and discount schemes offered to new connections. Being the first mover, Dish TV had price advantage in both the STB as well as in procuring the transponders. On the other hand, Tata Sky claims its STB offers superior VD quality Video die to its advanced STB. While Dish TV is planning to spend Rs. 850 crores over the next 3 years, the rival Tata Sky is willing to spend Rs. 2000 crores over the medium term. The companies have also set ambitious targets with Dish TV aiming to reach 4.5 million subscribers in the next 18 to 20 months while Tata Sky aiming for 8 million subscribers by 2012. Other than the price wars and intense competition in increasing the customer base, there is also a competition at acquiring the content. Dish TV, Tata Sky and Sun Direct are part of big groups that also have popular bouquet of channels like Zee, Star and Sun respectively. The current set of litigations can be grouped into two categories: the channels indirectly refuse content for DTH operators by charging when the vendor is already capacity constrained (CMCA, Teerthanker Mahaveer University, Moradabad) Page 15
  • 16. COMPANY PROFILE (CMCA, Teerthanker Mahaveer University, Moradabad) Page 16
  • 17. COMPANY PROFILE TATA SKY  Tata Sky, an 80:20 joint venture between Tata Sons and the Star group, provides satellite television services to Indian viewers. The company was incorporated in 2004 and offers a range of media and entertainment options to customers.  Tata Sky's direct-to-home satellite platform delivers more than 100 television channels, movies and interactive services for games, learning, recipes, news, chat rooms, etc. It has state-of-the-art digital infrastructure and a retail network that covers more than 4,500 towns in India. SKY Brand British Sky Broadcasting Group plc (commonly known as BSkyB; trading as Sky) is a satellite broadcasting, broadband and telephony services company headquartered in London, United Kingdom, with operations in the United Kingdom and Ireland.  Formed in 1990 by the equal merger of Sky Television and British Satellite Broadcasting,  BSkyB is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index. It had a market capitalization of approximately £12.6 billion (US $19.8 billion) as of 23 December 2011, making it the 29th-largest company on the London Stock (CMCA, Teerthanker Mahaveer University, Moradabad) Page 17
  • 18. TATA SKY DTH Incorporated in 2004, Tata Sky is a JV between the TATA Group and STAR. Tata Sky DTH endeavours to offer Indian viewers a world-class television viewing experience through its satellite television service. TATA Sky is a direct broadcast satellite television provider in India, using MPEG-2 and MPEG-4 digital compression technology, transmitting using INSAT 4A at 83.0°E. Its primary competitors are cable television and other DTH service providers—Airtel digital TV, Reliance Big TV, DD Direct+, Dish TV, Sun Direct, and Videocon D2H. The TATA Group is one of India’s largest and most respected business conglomerates. It comprises diversified businesses in sectors such as materials, engineering, services, energy, information systems & communications, consumer products and chemicals. The Group and its enterprises have been steadfast and distinctive in their adherence to business ethics and their commitment to corporate social responsibility. This is a legacy (CMCA, Teerthanker Mahaveer University, Moradabad) Page 18
  • 19. that has earned the Group the trust of many millions of stakeholders in measure few business houses anywhere in the world can match. STAR is a leading media and entertainment company in Asia. STAR’s parent company, News Corporation, owns an International group of DTH businesses that include BSkyB in UK, Sky Italia in Italy and Foxtel in Australia. History Is a joint venture between the Tata Group, that owns 60% and STAR Group that owns a 30% stake. Tata Sky was incorporated in 2004 but was launched only in 2006. It currently offers close to 196 channels (as of december 2010) and some interactive ones; this count includes some numbers off HD channels offered by Tata Sky (as Tata Sky-HD) and interactive services also. In March 2010, Sun Microsystems partnered with Tata Sky to provide IT Infrastructure solutions and support for the launch of the company's direct-to-home (DTH) television. The company uses the Sky brand owned by British Sky Broadcasting. In October 2008, Tata Sky announced launching of DVR service Tata Sky+ which allowed 90 hours of recording in a MPEG-4 compatible Set Top Box. The remote is (CMCA, Teerthanker Mahaveer University, Moradabad) Page 19
  • 20. provided with playback control keys and is being sold with special offers for existing suscribers. After 2011, TATA Sky+ started selling only HD Version of TATA Sky+ know known as TATA Sky+ HD. In 2008, Singapore-based Temasek Holdings picked up 10% stake in Tata Sky from the Tata Group. This has diluted Tata's stake in the venture to 75%. STAR’s parent company, News Corporation, owns an International group of DTH businesses that include Sky Italia in Italy and Foxtel in Australia. REVOLUTIONIZING TV VIEWING Tata Sky HD Enjoy a high definition digital TV experience only on Tata Sky HD with great picture quality, incredibly vivid colours, sharper images and stunning surround sound. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 20
  • 21. Tata Sky brings you the latest digital revolution, Tata Sky HD DTH service. With great picture quality, incredibly vivid colours, sharper images and stunning surround sound, this new service will give you a breathtaking entertainment experience right at your home. Tata Sky HD DTH service gives you a better TV viewing experience with an aspect ratio of 16:9 and 1080i resolution, which means you get to see a lot more of what you are watching. Subscribe to Tata Sky HD DTH service today, and take your TV viewing experience to a whole new level. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 21
  • 22. Tata Sky HD DTH service offers a wide range of popular High Definition (HD) channels. With the Tata Sky HD Gold pack, you will get an access to a range of HD content with channels like Star Cricket HD, Star World HD, Star Movies HD, Star Plus HD, Star Gold HD, National Geographic HD & Discovery HD World. What's more you can now watch DLF IPL 2012 in High Definition on MAX HD until the duration of the series. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 22
  • 23. The HD Gold Pack is available at a subscription price of Rs 75 per month. Watch this space for more entertainment and sports channels that'll be added to the HD Gold pack soon. *MAX HD is not a full fledged channel and will be showing HD feed only during the match duration of DLF IPL 2012. To enjoy the Tata Sky HD DTH service, you would need a Tata Sky HD Set Top Box and a High Definition (HD) TV . You will need Tata Sky HD Set Top Box to receive the satellite transmission of higher quality HD broadcast signals. This will ensure that high definition images are broadcast straight to your home without any loss of signals. You will also need to have a full HD TV (supports upto 1080p) or a HD ready TV that supports 720p/1080i resolution, to enjoy the Tata Sky HD DTH service. HD TVs have 5 times more pixels than standard TVs so the level of clarity and sharpness of image is (CMCA, Teerthanker Mahaveer University, Moradabad) Page 23
  • 24. much higher than that of standard TV, ensuring that you get the best picture quality. Tata Sky+ HD Tata Sky+ HD offers you amazing HD picture quality along with the power to pause, record & rewind live TV, with help of the most advanced Set Top Box in India (CMCA, Teerthanker Mahaveer University, Moradabad) Page 24
  • 25. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 25
  • 26. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 26
  • 27. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 27
  • 28. DTH MULTIPLE CONNECTIONS BY TATA SKY HAVE MULTIPLE TELEVISIONS AT HOME? If you have more than one television at home we have a unique solution for you to have multiple DTH connections at your home. MULTI TV CONNECTION One digicomp/set top box per television Watch different channels on different televisions at any given time Subscription charges for the 1st set top box applicable as per the package selected Avail of the same package on the 2nd, 3rd and 4th set top box through a MultiTV connection The subscription charges for each MultiTV connection are: Monthly - Rs 160 Semi Annual - Rs 900 Annual - Rs 1,760 Tata Sky in a multi-storeyed building Residents of a multi-storeyed building, getting a Tata Sky connection, are required to get society permissions prior to their purchase. Tata Sky also offers a Multi Dwelling Unit (MDU) solution for multi-storeyed buildings, with the option of using a single minidish for the entire building. Individual homes still need to have their own set top box and maintain individual subscription accounts with Tata Sky. Channel List The following is the list of channels provided by Tata Sky as of January 2012. Channel 100 Name Help Channel Help 101 103 Hindi Entertainment DD National STAR Plus (CMCA, Teerthanker Mahaveer University, Moradabad) Page 28
  • 29. 104 105 107 109 111 113 115 117 119 123 127 152 153 154 155 156 157 158 160 161 162 180 181 182 184 185 186 201 202 203 205 207 209 211 213 217 218 219 221 STAR Plus HD Life OK Imagine TV STAR Utsav Sony SAB TV Sahara One Zee TV UTV Bindass Colors HD Star CJ Alive ETV Rajasthan ETV UP ETV Bihar Mahuaa TV ETV MP DD Bharati Zee 36garh DD Urdu ETV Urdu Zee Salaam Aastha Sanskar SVBC Disha TV Sadhna TV Paras TV Fashion, Lifestyle & English Entertainment STAR World STAR World HD FX BBC Entertainment AXN TLC Fashion TV Zee Cafe Fox Crime Comedy Central NDTV Good Times Discovery Turbo 301 302 303 305 307 309 311 313 315 341 342 345 347 349 353 355 357 361 371 372 373 374 400 401 403 405 406 407 409 411 413 414 415 417 501 Hindi Movies STAR Gold STAR Gold HD Showcase Promo SET Max Filmy Zee Cinema UTV Movies UTV Action Zee Classic English Movies STAR Movies STAR Movies HD SET PIX HBO Zee Studio WB Channel MGM TCM Movies Now Pay Per View Showcase 1 Showcase 2 Showcase 3 Showcase 4 Sports India Cricket DD Sports STAR Sports ESPN ESPN HD TEN Sports NEO Cricket NEO Sports STAR Cricket STAR Cricket HD TEN Cricket TEN Action+ News DD News (CMCA, Teerthanker Mahaveer University, Moradabad) Page 29
  • 30. 502 503 504 505 506 507 508 509 510 511 512 532 533 534 535 536 537 538 539 541 542 551 553 555 557 561 563 565 567 569 570 571 601 603 605 607 609 613 STAR News NDTV India Aaj Tak Zee News Zee Business CNBC Awaaz Lok Sabha TV India TV News 24 IBN-7 DD Rajya Sabha NDTV 24x7 NDTV Profit Times Now Headlines Today BBC World News CNBC TV18 CNN CNN-IBN Bloomberg UTV ET Now Infotainment National Geographic Channel FOX Traveller NGC Wild Discovery Channel Animal Planet Discovery Science National Geographic Channel HD Discovery Channel HD History TV18 SD Topper Gyan Darshan Kids Hungama Disney XD Disney Channel CBeebies Nickelodeon Cartoon Network 615 700 701 702 703 704 705 707 709 725 801 802 803 804 805 806 807 808 809 810 811 818 819 820 821 822 823 824 825 826 827 828 829 830 831 832 Pogo Music Actve Music Channel V MTV 9XM Zoom E24 UTV Stars SD Sony MIX VH1 Tamil DD Podhighai Sun TV KTV Sun News Sun Music Chutti TV STAR Vijay Jaya TV Kalaignar TV Raj TV Isai Aruvi Other Active Doordarshan Telugu Gemini Movies Sakshi TV Zee Telugu Gemini TV Gemini News Gemini Comedy Gemini Music ETV Telugu ETV 2 Maa TV TV5 Telugu TV9 Telugu NTV (India) MAA Movies (CMCA, Teerthanker Mahaveer University, Moradabad) Page 30
  • 31. 833 834 835 836 837 838 839 840 841 842 843 844 846 847 848 849 850 851 852 853 854 855 856 858 859 860 861 862 863 864 865 866 867 868 869 870 MAA Music Marathi DD Sahyadri ETV Marathi Zee Marathi Mi Marathi STAR Majha STAR Pravah IBN Lokmat Zee 24 Taas Zee Talkies Saam Marathi Kannada DD Chandana Udaya TV Udaya Movies ETV Kannada TV 9 Kannada U2 Udaya Varthegalu Asianet Suvarna Zee Kannada Kasthuri TV Suvarna News Udaya Comedy Bengali DD Bangla STAR Ananda ETV Bangla Zee Bangla Akash Bangla STAR Jalsha 24 Ghanta Sony Aath Sangeet Bangla Rupashi Bangla Sananda TV Malayalam Surya TV Kiran 871 872 874 875 880 881 882 883 884 Asianet Asianet News Gujarati ETV Gujarati TV9 Gujarati Punjabi mh1 Zee Punjabi PTC News PTC Punjabi PTC Chakde Oriya (CMCA, Teerthanker Mahaveer University, Moradabad) Page 31
  • 32. In October 2011, Tata Sky removed most of the Malayalam Channels from its list. Even customers who subscribed to their South Jumbo Package are provided only channels from Sungroup (Surya and Kiran) and Asianet (Asianet and Asianet News). Channels dropped are Kairali TV, Amritha TV and DD4 Malayalam. Many suscribers have complained to TRAI alleging discrimination by Tata Sky towards the language. Active Channels • DD Girnar • DD Kashir • DD Punjabi • DD Saptagiri • NDTV Hindu Tata Sky Active Services • Active Cooking • Active Darshan (Shirdi Saibaba/ISKCON/Siddhi Vinayak/Kashi Vishwanath/SVBC) • Active Doordarshan (DD Gujarati/DD Saptagiri/ DD Punjabi/ DD Kashir) • Active English • Active Games • Active Learning • Active Mall • Active Music (CMCA, Teerthanker Mahaveer University, Moradabad) Page 32
  • 33. CERTIFICATIONS AND HONOURS ISO 27001: 2005 accreditation In March 2009, Tata Sky, became the first Indian direct-to-home (DTH) service provider to be awarded the ISO 27001:2005 accreditation, the benchmark for information security. ISO 27001:2005 is an international standard that provides specifications and guidance for the establishment and proper maintenance of an Information Security Management System (ISMS). The assessment for the certification was conducted by Intertek Systems Certification, the management systems business unit of Intertek Group. This certification confirms that every transaction carried out through Tata Sky’s IT systems are highly secure. Superbrand 2009–2010 Tata Sky was selected as a SUPER BRAND for the year 2009-2010 by an independent and voluntary council of experts known as Superbrands Council. It is the only Indian DTH to have won this distinction. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 33
  • 34. DISH TV:Dish TV Industry DTH Pay TV Founded 2004 Headquarters Noida, India Area served India, Pakistan, Sri Lanka, Nepal, Bangladesh Products Direct broadcast satellite Parent Zee Network Enterprise Date of Establishment Revenue Market Cap Corporate Address Management Details Business Operation Background Financials 1988 241.98 ( USD in Millions ) 70113.2305005 ( Rs. in Millions ) Essel House B-10,Lawrence Road Industrial Area, Delhi110035, Delhi www.dishtv.in Chairperson Subhash Chandra MD Jawahar Lal Goel Directors - Arun Duggal, Ashok Kurien, B D Narang, Eric L Zinterhofer, Eric Zinterhofer, Jagdish Patra, Jawahar Lal Goel, Lakshmi Chand, Mintoo Bhandari, Pritam Singh, R C Venkateish, Sanjay H Patel, Subhash Chandra TV Broadcasting & Software Production Dish TV is a part of Essel Group, is India’s first direct to home entertainment service. The company provides around 225 channels, highest in numbers in this segment. It also provides games, interactive TV, Movies on Demand, etc. Dish TV is market leader in Direct to home (DTH) service having a pan-<st1:country-reg< td=""></st1:countryreg<> Total Income - Rs. 11534.015741 Million ( year ending (CMCA, Teerthanker Mahaveer University, Moradabad) Page 34
  • 35. Mar 2010) Net Profit - Rs. -2621.325328 Million ( year ending Mar 2010) History DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Zee Entertainment Enterprises. Dish TV is on the same satellite where DD Direct+ was, DD Direct+ shifted to INSAT 4B which is adjacent to NSS-6. Dish TV was only DTH operator in India to carry the two Turner channels Turner Classic Movies and Boomerang. Both the channels were removed from the platform due to unknown reasons in March 2009. In October 2010 Dish TV added the long awaited Neo Sports and Neo Cricket on its platform. Dish TV is a part of Essel Group, is India’s first direct to home entertainment service. The company provides around 225 channels, highest in numbers in this segment. It also provides games, interactive TV, Movies on Demand, etc. Dish TV is market leader in Direct to home (DTH) service having a pan-India presence. It has a subscriber base of over 4.5 million. It has distribution network of 575 distributors with presence in 45,000 outlets spread in 6500 towns in India. Dish TV India has three subsidiaries namely Your Integrated Subscriber Management Services (ISMSL), Agrani Satellite Services (ASSL) and Agrani Convergence (ACL). (CMCA, Teerthanker Mahaveer University, Moradabad) Page 35
  • 36. Dish TV is available across the country and adjacent countries like Nepal, Bhutan, Sri Lanka, Gulf Countries, Bangladesh & Pakistan. As Pakistan is one of India's neighbors, its frequency is available in its radius. Dish TV imparts DVD quality picture and stereophonic sound effects to the customers. It promises to change the experience of TV viewing with its uninterrupted transmission service. The Endeavour enters next level of entertainment with futuristic features, such as EPG (Electronic Programme Guide), Parental lock, games, 400 channels, interactive TV and movie on demand. Dish TV also brings exclusive national and international channels for the first time in India. Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV has national and global presence with business interests in media programming, broadcasting & distribution, specialty packaging and entertainment. Zee Network incorporated Dish TV to modernize TV viewing. Dish TV is India’s first direct to home (DTH) entertainment service. By digitalizing Indian entertainment, this enterprise brought best television viewing technology to the living room. It not only transmits high quality programmes through satellite; but also gives a complete control of selecting. Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV has national and global presence with business interests in media programming, broadcasting & distribution, specialty packaging and entertainment. Zee Network incorporated Dish TV to modernize TV viewing. Dish TV is India’s first direct to home (DTH) entertainment service. By digitalizing Indian entertainment, this enterprise brought best television viewing technology to the living room. It not only transmits high quality programmes through satellite; but also gives a complete (CMCA, Teerthanker Mahaveer University, Moradabad) Page 36
  • 37. control of selecting channels and paying for them. To experience the new life breathing in television technology, Dish TV extends high quality broadcast and thorough entertainment. Outlook Currently there are around 7-8 million DTH subscribers, which is anticipated to increase to 2527 million by 2012. Major players in DTH segment are Dish TV, Tata Sky, BIG TV and Bharti Airtel's Digital TV. Dish TV is focusing on brand building so as to add more customers by making Shah Rukh Khan a brand ambassador. Dish TV has set up zonal structures in 7 zones in order to garner a wider customer base. Vision of the company To be the leader in the way the world communicates by providing innovative technology, quality products and dynamic services. Mission of the company To place our satellite dish in every home, school and business throughout the world. PRODUCT PROFILE (CMCA, Teerthanker Mahaveer University, Moradabad) Page 37
  • 38. Product Name Year Month Sales Quantity Sales % of STO Value(Rs.Million) Spare Parts and 2010 Other Items 03 0.00 19.82 0.18 Cable, Dish and 2010 LNB,VC and Other Items 03 0.00 2.64 0.02 Set Top Boxes, 2010 VGA Box and DVR 03 1530.00 1.33 0.01 Going the DTH way has a lot of benefits. You are automatically upgraded to a host of world class features that makes television viewing a pleasurable experience. Have a look at some of the key add on benefits that Dish TV brings to your home. Digital Picture Quality The exceptional digital and direct-to-home transmission ensures you watch all your favorite programmes in true DVD quality. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 38
  • 39. Stereophonic Sound The Direct-to-Home satellite transmission treats your ears to a true theatre experience by providing awesome stereophonic sound. Geographic Mobility No matter which part of the country you are in or moving to, Dish TV with its all India coverage ensures direct signals wherever you are. Uninterrupted Viewing With Dish TV at your home, as long as your equipment is connected to a power source you can enjoy uninterrupted transmission of your favorite programmes. Capacity up to 400 DTH Channels (CMCA, Teerthanker Mahaveer University, Moradabad) Page 39
  • 40. Dish TV can offer you up to 400 entertaining channels. And that's not all, every month more channels will be added to provide complete entertainment to your family Dyna Boost Dish TV is using the NSS6 satellite at 95.0°E designed specifically for DTH operations. It is equipped with Automatic Level Control (ALC) feature that enables the satellite to maintain constant satellite EIRP even in case of uplink signal degradation due to weather conditions such as rain, fog or clouds. INSTAFLIP (CMCA, Teerthanker Mahaveer University, Moradabad) Page 40
  • 41. DISHTV’S INSTAFLIP technology helps you change channels quickly and conveniently. Our efficient processors make it possible for you to browse through all 240+ channels and services in less than 2 seconds. So get set browsing all the channels on DISHTV with fast scrolling, intuitive navigation and quick flip surfing. MDU The Multi Dwelling Unit, it is customized solution for connecting multiple houses within the same multi storied building with a single/ two Dish Antennae to receive DTH services. Common dish installed on the terrace of the multi storied building powers TV sets in multiple homes in the building through a cable, which runs into each flat. And once installed, members have the choice of subscribing to the connection. DTH is the concept of receiving the satellite directly in the home. A small dish is to be installed to receive the satellite in the home. One connection needs one dish to receive satellite. This leads to number of dishes in any multi storied building having many subscribers. 50 subscribers mean 50 dishes on the roof. MDU is a centralized network consisting of multi switches & amplifiers for distributing the signal received by one/two Dish antenna. The Dish Antenna captures the signals and transmits them through multi switches on to the individual STBs in the subscriber's flat. The setup is customized combination depending on the number of connections and the connectivity structure of the building. Advantage of MDU (CMCA, Teerthanker Mahaveer University, Moradabad) Page 41
  • 42. • Each and every customer in the building does not have to have a separate Dish Antenna to receive DTH services. Common dish in the building can be used. • Additional dish is not required to be installed for any additional subscriber in the building. • It is easy to maintain one or two dish antenna in a building rather than maintaining number of dishes. Position of Dish TV in product life cycle (CMCA, Teerthanker Mahaveer University, Moradabad) Page 42
  • 43. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 43
  • 44. KEY EXECUTIVES S.N Name Designation o 1 2 3 4 5 6 7 8 9 10 Subhash Chandra Jawahar Lal Goel Sanjay H Patel Ashok Kurien Mintoo Bhandari B D Narang Arun Duggal Pritam Singh Lakshmi Chand Eric L Zinterhofer Chairman Managing Director Alternate Director Non Executive Director Non Executive Director Independent Director Independent Director Independent Director Independent Director Independent Director (CMCA, Teerthanker Mahaveer University, Moradabad) Page 44
  • 45. OTHER MAJOR PLAYERS /COMPETITORS IN DTH INDUSTRY Sun Direct - India's youngest and most exciting state of the art DTH Company. Sun Direct uses the latest MPEG-4 based technology to increase broadcast capacity. Sun Direct confirms to provide next-generation services in fast-growing and emerging markets quickly and efficiently. Sun Direct will be supported by Irdeto's conditional access solution to manage content and revenues in the satellite broadcasting venture. Sun Direct selected Oracle based on its convergent multi-service capabilities and proven realtime scalability allowing it to consolidate billing operations, enable powerful new service offerings and improve visibility into customer information across services. Sun Direct is an Indian direct broadcast satellite service provider. Its satellite service, launched in 2005, transmits digital satellite television and audio to households in India. Sun Direct uses MPEG-4 digital compression technology, transmitting on INSAT 4B at 93.5°E. and MEASAT-3 at 91.5°E. It is the country's first MPEG-4 technology DTH service provider. Its primary competitors are cable television and other DTH service providers—Airtel digital TV, Reliance Big TV, DD Direct+, Dish TV, TATA Sky and Videocon D2H. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 45
  • 46. RELIANCE BIG TV:- Reliance BIG TV limited is a part of Reliance Communications Ltd., a subsidiary of Reliance Anil Dhirubhai Ambani Group [2] founded by the Late Dhirubhai Ambani, the Indian business tycoon and owned by his son Anil Ambani. BIG TV started operations from 19 August 2008 with the slogan "TV ho Toh BIG Ho" ("If you have a TV, make it BIG"). It currently offers close to 240 channels and many interactive ones, 32 cinema halls (i.e. Pay per View Cinema Channels) as well as many Radio channels. The company plans to increase the number of channels in the near future to 400 and begin High Definition (HD) broadcast. It is the first Pan-India DTH provider that uses MPEG-4 for broadcasting. There are also plans to introduce services like i-Stock, i-News and other such interactive services in the future. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 46
  • 47. VIDEOCON D2H Videocon d2h is a DTH satellite television provider in India based in Mumbai, using MPEG-4 with DVB S2 digital compression technology. Videocon Leasing & Industrial Finance Limited was incorporated on 4th September, 1986 as Adhigam Trading Private Limited.In terms of the necessary resolutions Passed under Sec. 21 of the Companies Act, 1956, the name of the Company was changed to Videocon Leasing & Industrial Finance Limited on 14th February, 1991.The Company received a fresh certificate of incorporation from the Registrar of Companies, Gujarat at Ahmadabad on 14thFebruary, 1991. Videocon d2h launched May 1, 2009. it came with a very good strategy for selling both of its electronic products like TV‘s DVD‘s along with the new set top box. This is offering direct to TV without any set top box also. Only the antenna is enough, it also came with DVD which is connected directly to the TV or antenna is connected to DVD which gives a best quality of out put.(29.1) (CMCA, Teerthanker Mahaveer University, Moradabad) Page 47
  • 48. AIRTEL DIGITAL Airtel digital TV’s standard definition broadcasts are in MPEG-4 with Interactive Service (it) and 7-day EPG (electronic programmed guide). Interactive Service (it) of Airtel digital tv includes a add-on service which allows a user to shop, book movie tickets etc. A universal remote is included in the package which can, over IR frequencies control both the TV and the DTH box. Like other DTH service providers it also provides a Video on demand interactive service which includes a catalogue of movies in Hindi, English and other regional languages which can be ordered on demand. Airtel digital launched on 8th October, 2008 with a 360 degree mega campaign "Come Home to the Magic". Since that it has launched 2 other campaigns 'Stars come home' (March 2009) and 'DTH Picture Clarity' (August 2009) has increased its channel base to 183+ channels. Airtel digital TV is now amongst the fastest growing DTH brands in the country and is available across 5000+ towns in India. It has also been ranked as the best DTH service by "Living Digital" magazine (CMCA, Teerthanker Mahaveer University, Moradabad) Page 48
  • 49. OBJECTIVES OF THE MARKET SURVEY REPORT (CMCA, Teerthanker Mahaveer University, Moradabad) Page 49
  • 50. OBJECTIVES OF THE MARKET SURVEY REPORT  To study the features and services provided by Dish Tv DTH and TATA Sky DTH.  To find the change in preferences of customer of Dish DTH and TATA Sky DTH brand. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 50
  • 51. LITERATURE REVIEW (CMCA, Teerthanker Mahaveer University, Moradabad) Page 51
  • 52. LITERATURE REVIEW Sandeep Varma and Doris (2006) Home entertainment in India had come a long way from the days when there was only one national channel, Doordarshan, to the age of satellite television and, now, the latest development called DTH (Direct to Home) technology. With the Government of India having set the end of 2006 as the deadline to introduce CAS (Conditional Access System), in selected metros and later all over India, the scene would become more competitive. Cable operators have started pressurizing the Indian Government to speed up the process of changing the analog technology to digital. Once cable is digitized, cable operators would also be in a position to provide programs in high quality as like DTH. Apart from DTH, new emerging technological advancements in TV viewing like Internet Protocol Television (IPTV) and Cell Phone TV would also compete among themselves to get their share of the market in the Indian home entertainment industry. The Indian customer would have more options in terms of TV entertainment and the main deciding factor would be service support. The case allows for discussion on the present scenario of home entertainment in India. They highlight the various technological advancements that happened in the field of TV broadcasting and also throw light on various service providers and their services. They discuss the emerging technologies in home entertainment in India. Sivasundaram Umapathy (2007). In this paper he analyzed the challenges and opportunities present for the DTH industry within the Indian contest. We would look at the history of Indian broadcasting followed by looking at the current DTH market. An environment analysis done using the Potter‟s five forces model and and the various challenges faced by the industry identified. Finally we look at the possible suggestions taking a long term view. With the existing regulatory restrictions, Increasing content cost and lack of (CMCA, Teerthanker Mahaveer University, Moradabad) Page 52
  • 53. transponders, DTH terrain too steps to climb. With content differentiation not happening in the near future, companies have to differentiate only the service and cost levels. The increasing consumer awareness and expectations also make it difficult to satisfy the consumer. Today‟s consumer is sensitive to price as well as the quality. Apart from the volumes business, a prudent DTH operator should also take a serious look at the substitutes and complements. He should diversify and create his presence in the entire spectrum of broadcasting and telecommunication services. The final winner cannot be a pure DTH player but a convergent player who offers all in one to the value-conscious, price sensitive Indian consumer. Researchers from Gartner (2007]) believes that IPTV will struggle in India for following reasons Cable TV users pay almost half of what digital subscribers pay Low broadband penetration will inhibit IPTV uptake; 2007 is a critical year for pay TV, with CAS being mandated in a phased manner, and more players are moving into DTH, which is growing. IPTV will be priced at the same price as digital cable or DTH, so no price differentiation As the numbers of broadband users are increasing in urban and semi urban cities IPTV can pose serious threat to DTH player in long run. Indian Readership Survey (2008 ) Findings have shown that the Dish TV is the largest player with over 3.1 million subscribers, followed by DD Direct, Tata Sky and Sun Direct, which has a predominance in the southern zone. “Indian entertainment and media outlook 2009” published in 2009 where they discussed about all the entertainment industry. In 2008, there is a significant churn of subscribers from cable in favour of DTH, as the latter subsidizes hardware, reduces installation costs and introduces value packs. Aggressive marketing and promotions also helped DTH lap up subscribers in 2008 which reached (CMCA, Teerthanker Mahaveer University, Moradabad) Page 53
  • 54. ~11.5 million at the end of the year from ~3.5 million in the beginning of 2008. 2008 also witnessed a „technology-war‟ amongst DTH players. With new players Bharti Airtel‟s Digital TV and Reliance‟s DTH service Big TV launched in 2008, a technology war erupted between these new players and the older players, Dish TV and Tata Sky use of technology in the set-top-boxes. The older DTH players claimed that the latest MPEG-4 technology, as used by the new DTH players, violates existing guidelines for DTH operations citing reasons of inter operability. In the view of the older DTH players, the new DTH players are required to offer commercial inter-operability with the existing MPEG-2 set top boxes being used by the older DTH players. The matter is currently under dispute with BIS. RNCOS industry Research Solutions (2009) In their report they said that the DTH service market in India has emerged as one of the most lucrative markets which have successfully resisted the impacts of the current economic slowdown. The slowdown has certainly proved a boon for the Indian DTH industry as people have now started to cut on their entertainment expenditure and instead of viewing movies at theatres, they are preferring to stay at home with their television sets. The industry is anticipated to add nearly 5 Lakh subscribers per month during 2009 and the numbers are forecasted to surge further at a CAGR of around 30% through 2012. "With over 130 Million TV homes, India offers large room for growth in DTH services as the technology can be used to offer DTH services in remote location, where setting up of cable networks seems impossible, or is highly expensive", says a Sr. analyst at RNCOS. It is forecasted that DTH will capture over 21% of TV homes in India by 2012, up from around 10% now. Their report, "Indian DTH Market Forecast to 2012”, provides thorough analysis of the current market performance and the future outlook of DTH services market in India. It gives detailed analysis of the success factors and also helps in determining what all are the issues or the hurdles in (CMCA, Teerthanker Mahaveer University, Moradabad) Page 54
  • 55. front of the burgeoning DTH services market in the country. The study also explains the reason for why all the incumbent players have been investing huge amounts into the promotion and marketing of DTH services in the country, despite the current economic slowdown. This research provides extensive research and rational analysis of the DTH market in India. It will help clients to understand the underlying potential of DTH services in the Indian television industry. Various factors which will drive the future growth of the DTH market in India have been thoroughly analyzed in the report. The report will also help in gaining insight into the prevailing key trends and developments that are contributing positively towards the growth of the market. The history of Indian Television dates back to the launch of Doordarshan, the country‟s national television network in 1959 when the transmission was in black & white. The 9th Asian games which were held in 1982 in the country‟s capital New Delhi heralded the mark of colour television broadcast in India. In 1991, Indian economy was liberalized from the license raj and major initiatives like inviting FDI, deregulation of domestic businesses emerged. This led to the influx of foreign channels like Star TV and creation of domestic satellite channels like Sun TV and Zee TV. This virtually destroyed the monopoly held by Doordarshan. In 1992, the cable TV industry started which changed the way the average Indian watches the television. Every city in India had a new breed of entrepreneurs called as cablewallahs or Local Cable Operators (LCO) taking in charge of distribution. Since this was a disorganized sector carrying new channels on the existing infrastructure required new investments which the operators were reluctant to make. This led to the emergence of a new breed of firms called as Multi System Operators (MSO) who had heavy financial muscles to make capital investments and liaised between the cable operators and the channels. MSOs provide the feed to the local operators for a fee. In 1995, government felt the need of regulation in Cable TV and passed the Cable TV network (Regulation) Act. This was also the time when the state owned Doordarshan and All India Radio came under a new holding called as Prasar Bharati to give them enough autonomy. The LCOs reported a lower (CMCA, Teerthanker Mahaveer University, Moradabad) Page 55
  • 56. number of connections where as the broadcasters demanded a higher rate. MSOs were finding it difficult to operate under these conditions. This led to an amendment of the Cable TV networks(Regulation)Act in 2002 to provide Conditional Access System (CAS). With CAS, the last mile distribution could be addressable with accuracy and digitalization of broadcast was also possible. CAS was rolled out in 2003 staring from Chennai and later to parts of Delhi, Mumbai and Kolkata. DTH stands for Direct-To-Home television. DTH is defined as the reception of satellite programmes with a personal dish in an individual home. DTH does away with the need for the local cable operator and puts the broadcaster directly in touch with the consumer. Only cable operators can receive satellite programmes and they then distribute them to individual homes. DTH services were first proposed in India in 1996. But they did not pass approval because there were concerns over national security and a cultural invasion. In 1997, the government even imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India. Finally in 2000, DTH was allowed. The new policy requires all operators to set up earth stations in India within 12 months of getting a license. DTH licenses in India will cost $2.14 million and will be valid for 10 years. The companies offering DTH service will have to have an Indian chief and foreign equity has been capped at 49 per cent. There is no limit on the number of companies that can apply for the DTH license. On the DTH front, TRAI issued the guidelines for operating DTH. Country‟s first DTH license was awarded to Dish TV in 2003 which started operations in 2004. Prasar Bharati also started its product DD-Direct+. In earlier days there was only one TV channel in India the “Doordarshan”, Channel doordarshan was owned and operated by government of India. In those eras every home which had a TV set used to have its own antenna to capture the signals. The Cable Television Ordinance Law was passed in January 1995. This enabled cable operators to feed channels and later on private companies were allowed to air their own channels and this led to the explosive growth in number of TV (CMCA, Teerthanker Mahaveer University, Moradabad) Page 56
  • 57. channels and number of cable operators. The growth of TV channels & cable operators created a big industry and market opportunities. Until few years back there were as many as 1,00,000 cable operators across India. However the services provided by cable operators were poor. The strikes, increase in tariff plan, selective broadcast and poor services were major cause of dissatisfaction among the customers. This has created an opportunity for DTH, which serves an immediate threat to the high-end cable networks. Some of the key players in the industry are DishTV by Zee group, TataSky joint venture of Tata & Star TV, Big TV by Anil Dhirubhai Ambani Group, Digital TV by Bharti Tele media, SUN Direct from the promoters of Sun TV. There are some other companies who are contemplating to start their own DTH like Videocon. The Indian market was till now dominated by the presence of local cable TV operators and had complete monopoly over it. DTH opened an option for Indian Consumers to opt for the satellite service to obtain television channels direct to their homes without any intermediaries. It also provided several value added services to enhance their television watching experience. Still, as DTH is still a relatively new category and most people were hesitant to experiment with it. While Indian consumers were not completely satisfied with their cable services, they did not feel the need to switch over to any other means of entertainment. It was therefore imperative for companies such as Tata Sky, Dish TV, Reliance BIG TV, SUN Direct, AIRTEL Digital TV, DD Direct+ & Videocon d2h to educate the consumers about the advantages of the service and in turn create an urge to invest in it. There is an immense opportunity for DTH in the Indian market. The opportunity in India almost 10 times that in developed countries like the US and Europe. For every channel there is a scope for broadcasting it in at least ten different languages. So every channel multiplied by ten that is the kind of scope for DTH in the country. The way DTH reaches a consumer's home is different from the way cable TV does. In DTH, TV channels would be transmitted from the satellite to a small dish antenna mounted on the window or rooftop of the (CMCA, Teerthanker Mahaveer University, Moradabad) Page 57
  • 58. subscriber's home. So the broadcaster directly connects to the user. The middlemen like local cable operators are not there in the picture. DTH can also reach the remotest of areas since it does away with the intermediate step of a cable operator and the wires (cables) that come from the cable operator to your house. As we explained above, in DTH signals directly come from the satellite to your DTH dish. DTH offers better quality picture than cable TV. This is because cable TV in India is analog. Despite digital transmission and reception, the cable transmission is still analog. DTH offers stereophonic sound effects. It can also reach remote areas where terrestrial transmission and cable TV have failed to penetrate. Apart from enhanced picture quality, DTH has also allows for interactive TV services such as movie-on-demand, Internet access, video conferencing and e-mail. But the thing that DTH has going for it is that the powerful broadcasting companies like Star, Zee, etc are pushing for it. In DTH, the payments will be made directly by the subscriber to the satellite company offering the service. A big problem that broadcasters face in India is the issue of underreporting of subscribers by cable operators. Consider the cable operators pyramid. Right at the top is the broadcaster. Next comes the Multi Service Cable Operator (MSOs) like Siticable, InCable, etc. Below them are the Access Cable Operators (ACOs) or your local cable guy who actually lays the wires to your house. The local cable operators or the ACOs then allegedly under-report the number of subscribers they have bagged because they have to pay the MSOs something like Rs 30-45 per household. Showing a lesser number of households benefits ACOs. With no way to actually cross check, the MSOs and the broadcasters lose a lot. Broadcasters do not earn much in subscription fees and are mostly dependent on advertisement revenue to cover their costs, which is not sustainable and does not offer high growth in revenues for broadcasters. The way out of this is to use a set-top box so that it will be clear how many households are actually using cable or going for DTH where broadcasters directly connect to consumers and can actually grow revenues with a growth in the subscriber base. Today, broadcasters believe that the (CMCA, Teerthanker Mahaveer University, Moradabad) Page 58
  • 59. market is ripe for DTH. The prices of the dish and the set-top box have come down significantly. Overall investments required in putting up a DTH infrastructure has dropped and customers are also reaping the benefits of more attractive tariffs. The major thing that DTH operators are betting on is that the service is coming at a time when the government is pushing for CAS (conditional access system), which will make cable television more expensive, narrowing the tariff gap between DTH and cable. DTH faces stiff competition from the terrestrial, cable and IPTV. As per the industry estimates, there are 130 million TV homes of which 85 million are served by cable and around 16 million by DTH with the remaining taken by terrestrial transmission. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 59
  • 60. RESEARCH METHODOLOGY (CMCA, Teerthanker Mahaveer University, Moradabad) Page 60
  • 61. RESEARCH METHODOLOGY Data sources : Primary and Secondary. Data approaches : Questionnaire. Sample size : 50 Sample procedure : Convenience sampling. Research Design Descriptive. : Research design: Research design is simply the framework or plan for a study, Used guide in collecting and analyzing data. For the study: for conducting that research I selected the Descriptive research design. Descriptive research design: Descriptive research is also called Statistical Research. The main goal of this type of research is to describe the data and characteristics about what is being studied. The idea behind this type of research is to study frequencies, averages, and other statistical calculations. Although this research is highly accurate, it does not gather the causes behind a situation. Descriptive research is mainly done when a researcher wants to gain a better understanding of a topic. that is, analysis of the past as opposed to the future. Descriptive research is the exploration of the existing certain phenomena. The details of the facts wont be known. The existing phenomena’s facts are not known to the persons. 1. Sampling design: I. Sample Unit: Customers of DTH. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 61
  • 62. II. Sample size: The sample size of the report is 50 in numbers. Data collection method: Primary data: The primary data are those which are collected afresh and for the first time, and thus happened to be original in character. There are several methods of collecting primary data particularly in surveys. For the study: Questionnaire method is used for collecting the data while conducting the research. Secondary data: The secondary data are those which have already been collected by someone and which have already been passed through the statistical process. Secondary data may either be published data or un- published data. For the study: Internet is used for collecting the data while conducting the research. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 62
  • 63. DATA ANALYSIS & INTERPRETATION (CMCA, Teerthanker Mahaveer University, Moradabad) Page 63
  • 64. DATA ANALYSIS & INTERPRETATIONS 1. Are you aware about the brand? a) Tata Sky 28 b) Dish Tv 22 44% 56% Tata Sky Dish Tv INTERPRETATION: This chart shown that out 50 respondent 56% respondents about the Tata Sky & 44% respondents about the Dish TV. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 64
  • 65. 2. Which DTH provide HD quality video? a) Tata Sky 29 b) Dish Tv 21 42% 58% Tata Sky Dish Tv INTERPRETATION: This chart shown that out 50 respondent 58% respondents said that Tata Sky provide HD quality video & 42% respondents said that Dish TV provide HD quality video. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 65
  • 66. 3. Which DTH provide Parental Lock ? a) Tata Sky 32 b) Dish Tv 18 36% 64% Tata Sky Dish Tv INTERPRETATION: This chart shown that out 50 respondent 64% respondents said that Tata Sky provide Parental Lock & 36% respondents said that Dish TV provide Parental Lock. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 66
  • 67. 4. Which DTH provide reasonable Price Range? a) Tata Sky 34 b) Dish Tv 16 32% Tata Sky 68% Dish Tv INTERPRETATION: This chart shown that out 50 respondent 68% respondents said that Tata Sky provide reasonable Price Range & 32% respondents said that Dish TV provide reasonable Price Range. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 67
  • 68. 5. Which DTH provide good after sale service support? a) Tata Sky 27 b) Dish Tv 23 46% 54% Tata Sky Dish Tv INTERPRETATION: This chart shown that out 50 respondent 52% respondents said that Tata Sky provide good after sale service support & 46% respondents said that Dish TV provide good after sale service support. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 68
  • 69. 6. Which DTH provide Dolby Digital + 5.1 surround sound? a) Tata Sky 38 b) Dish Tv 12 24% Tata Sky 76% Dish Tv INTERPRETATION: This chart shown that out 50 respondent 76% respondents said that Tata Sky provide Dolby Digital + 5.1 surround sound & 24% respondents said that Dish TV provide Dolby Digital + 5.1 surround sound. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 69
  • 70. 7. Which DTH provide online recharge option? a) Tata Sky 25 b) Dish Tv 25 50% 50% Tata Sky Dish Tv INTERPRETATION: This chart shown that out 50 respondent 50% respondents said that Tata Sky provide online recharge option & 50% respondents said that Dish TV provide online recharge option. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 70
  • 71. 8. Which DTH provide recording option in Set Top Box? a) Tata Sky 26 b) Dish Tv 24 48% 52% Tata Sky Dish Tv INTERPRETATION: This chart shown that out 50 respondent 52% respondents said that Tata Sky provide recording option in Set Top Box & 48% respondents said that Dish TV provide recording option in Set Top Box. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 71
  • 72. 9. Which DTH is 16:9 wide ratios? a) Tata Sky 28 b) Dish Tv 22 44% 56% Tata Sky Dish Tv INTERPRETATION: This chart shown that out 50 respondent 56% respondents said that Tata Sky is 16:9 wide ratios & 44% respondents said that Dish TV is 16:9 wide ratios. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 72
  • 73. 10. Which DTH advertisements are effective? a) Tata Sky 32 b) Dish Tv 18 36% 64% Tata Sky Dish Tv INTERPRETATION: This chart shown that out 50 respondent 64% respondents said that Tata Sky advertisements are effective & 36% respondents said that Dish TV advertisements are effective. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 73
  • 74. 11. Which DTH use celebrity advertisement? a) Tata Sky 28 b) Dish Tv 22 44% 56% Tata Sky Dish Tv INTERPRETATION: This chart shown that out 50 respondent 56% respondents said that Tata Sky use celebrity advertisement & 44% respondents said that Dish TV use celebrity advertisement. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 74
  • 75. 12. Which DTH is easily available in market? a) Tata Sky 32 b) Dish Tv 18 36% 64% Tata Sky Dish Tv INTERPRETATION: This chart shown that out 50 respondent 64% respondents said that Tata Sky is easily available in market & 36% respondents said that Dish TV is easily available in market. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 75
  • 76. 13. Which DTH provides better recharge options? a) Tata Sky 34 b) Dish Tv 16 32% Tata Sky 68% Dish Tv INTERPRETATION: This chart shown that out 50 respondent 68% respondents said that Tata Sky provides better recharge options & 32% respondents said that Dish TV provides better recharge options. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 76
  • 77. FINDINGS (CMCA, Teerthanker Mahaveer University, Moradabad) Page 77
  • 78. FINDINGS o Most of the respondents about the Tata Sky o Most of the respondents said that Tata Sky provide HD quality video o Most of the respondents said that Tata Sky provide Parental Lock o Most of the respondents said that Tata Sky provide reasonable Price Range o Most of the respondents said that Tata Sky provide good after sale service support o Most of the respondents said that Tata Sky provide Dolby Digital + 5.1 surround sound o Most of the respondents said that Tata Sky provide online recharge option o Most of the respondent respondents said that Tata Sky provide recording option in Set Top Box o Most of the respondents said that Tata Sky is 16:9 wide ratios o Most of the respondents said that Tata Sky advertisements are effective o Most of the respondents said that Tata Sky use celebrity advertisement o Most of the respondents said that Tata Sky is easily available in market o Most of the respondents said that Tata Sky provides better recharge options (CMCA, Teerthanker Mahaveer University, Moradabad) Page 78
  • 79. CONCLUSION (CMCA, Teerthanker Mahaveer University, Moradabad) Page 79
  • 80. CONCLUSION It’s a well known fact that no business can exist without customers. Respondents are more aware of Tata Sky DTH than of Dish Tv. They were disagree that with quality service of International DTH is more effective in comparison of Domestic DTH. Most of them says Tata Sky DTH provide HD quality video and Parental Lock Option instead of Dish Tv. Respondents said Dish Tv provide reasonable Price Range. Moreover they were satisfied with the after sale service support of Tata Sky DTH. Only Tata Sky provides Dolby Digital + 7.1 surround sound instead of Sun Direct. Respondents said both Tata Sky DTH and Dish Tv provide online recharge option. Even only Tata Sky DTH provide recording feature in Set Top Box and it is esuriently. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 80
  • 81. SUGGESTIONS (CMCA, Teerthanker Mahaveer University, Moradabad) Page 81
  • 82. SUGGESTIONS  Much of the DTH Company’s success has been driven by high quality features and services provided to customer.  Over the last three years, the direct-to-home (DTH) satellite industry has an immense growth of subscriber up to 45 million in India.  Domestic cable operators should improve product features and services, so as to remain in the market in future.  By the actual monthly sale of particular store we came to know the capacity of the store and how much product can they sale.  We also came to know while visiting the shop that there was big problem of after sale service.  Many dealers were facing the problem of after sale service because there is no follow up calls from Sun Direct.  D2H & BIG TV provide the free news channels for the student like current news, share market, game, and world news so mention it.  Form an efficient research and development team in order to improve quality and add technical features in the products.  Create an effective advertisement with an influential punch line.  Organize contests, events, games to promote company’s brand image.  Attract customers by exchange offer, discount offer, cash back offer and face gift offer on the festival occasions.  Establish a cordial relationship with dealers and offer a good commission margins for promoting our products. (CMCA, Teerthanker Mahaveer University, Moradabad) Page 82
  • 83. LIMITATIONS (CMCA, Teerthanker Mahaveer University, Moradabad) Page 83
  • 84. LIMITATIONS Although the study was carried out with extreme enthusiasm and careful planning there are several limitations, which handicapped the research viz, 1. Time Constraints: The time stipulated for the project to be completed is less and thus there are chances that some information might have been left out, however due care is taken to include all the relevant information needed. 2. Sample size: Due to time constraints the sample size was relatively small and would definitely have been more representative if I had collected information from more respondents. 3. Accuracy: It is difficult to know if all the respondents gave accurate information; some respondents tend to give misleading information. 4. Availability: It was difficult to find respondents as they were busy in their schedule, and collection of data was very difficult (CMCA, Teerthanker Mahaveer University, Moradabad) Page 84
  • 85. BIBLIOGRAPHY (CMCA, Teerthanker Mahaveer University, Moradabad) Page 85
  • 86. BIBLIOGRAPHY Books: • Kothari, C.R., Research Methodology, New Age Publications. • Malhotra, Naresh K., Marketing Research, An Applied Orientation, Fourth Edition, Pearson Prentice Hall, 2005, Part II, pp. 71-340. • Chisnall, P.M. (1985). Marketing: A Behavioural Analysis. 2nd edn. McGraw-Hill. • Newspapers • Times of India • Financial Express • Economic Times Webliography • www.tatasky.com • www.dishtv.com (CMCA, Teerthanker Mahaveer University, Moradabad) Page 86
  • 87. ANNEXURE (CMCA, Teerthanker Mahaveer University, Moradabad) Page 87
  • 88. (COMPARATIVE STUDY OF MARKETING STRATEGIES OF TATA SKY & DISH TV) QUESTIONNAIRE Dear respondent, I am the student of ……………conducting a market survey report. Kindly spare few minutes to fill up this questionnaire. Any information provided by you will be used for academic purpose only. RESPONDENT PROFILE  Name of the respondent :................................................................................................  Residential/ office address :............................................................................................ ........................................................................................................................................ ........................................................................................................................................  Contact no. :..................................................................................................................  Age group of the respondent : 18-25 ( )  Education/ qualification: .............................................................................................  Occupation :.................................................................................................................  Designation :................................................................................................................ 1. ) 35-45 ( ) 45 or More( ) Are you aware about the brand? c) Tata Sky d) Dish Tv 2. 25-35 ( Which DTH provide HD quality video? c) Tata Sky d) Dish Tv (CMCA, Teerthanker Mahaveer University, Moradabad) Page 88
  • 89. 3. Which DTH provide Parental Lock ? c) Tata Sky d) Dish Tv 4. Which DTH provide reasonable Price Range? c) Tata Sky d) Dish Tv Which DTH provide good after sale service support? c) Tata Sky d) Dish Tv 5. 6. Which DTH provide Dolby Digital + 5.1 surround sound? c) Tata Sky d) Dish Tv 7. Which DTH provide online recharge option? c) Tata Sky d) Dish Tv 8. Which DTH provide recording option in Set Top Box? c) Tata Sky d) Dish Tv 9. Which DTH is 16:9 wide ratios? c) Tata Sky d) Dish Tv 10. Which DTH advertisements are effective? c) Tata Sky d) Dish Tv 11. Which DTH use celebrity advertisement? c) Tata Sky d) Dish Tv 12. Which DTH is easily available in market? c) Tata Sky d) Dish Tv 13. Which DTH provides better recharge options? e) Tata Sky c) Dish Tv Any suggestion about Dish TV & Tata Sky (if any) (CMCA, Teerthanker Mahaveer University, Moradabad) Page 89
  • 90. Signature Thank You (CMCA, Teerthanker Mahaveer University, Moradabad) Page 90