The document provides information about Dish TV and Tata Sky, two major DTH service providers in India. It discusses the history and profiles of both companies. Dish TV was the first DTH provider launched in 2004, while Tata Sky was launched in 2006. It analyzes the differences between the two services, finding that while Dish TV was initially more popular, Tata Sky has improved more over time and now offers better picture and sound quality, more channels and technology, and better customer service. Tata Sky is taking a lead in the Indian DTH market.

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Project Report
On
COMPARATIVE STUDY OF DTH SERVICES IN INDIA
SUBMITTED TO DOABA GROUP OF COLLEGES, CHHOKRAN (RAHON)
1

2. (In partial fulfillment of the Requirements for the award of Degree of
Master of Business Administration)
Submitted By: AMBER SINGH YAAD
University Roll No:-105552466878
DEPARTMENT OF MANAGEMENT
DOABA GROUP OF COLLEGES
CHHOKRAN, RAHON
(2010-2013)
ACKNOWLEDGEMENT
It is really a great pleasure to have this opportunity to describe the feeling of gratitude
imprisoned in the core of my heart. I convey my sincere gratitude to our staff for giving me the
opportunity to prepare my Project work in “COMPARATIVE STUDY OF DTH SERVICES
IN INDIA”. I express my sincere thanks to all the staff members of Doaba Group of Colleges. I
am thankful to Mrs. Arminder Kaur for her guidance during my project work and sparing her
valuable time for the same. I express my sincere obligation and thanks to all the Faculties of
DGC for their valuable advice in guiding me at every stage in bringing out this report.
I am also thankful to my family for their kind co-operation which made my take easy.
2

3. Amber Singh Yaad
EXECUTIVE SUMMARY
The development of the Direct to home sector has experienced a major process of transformation
in terms of its growth, technological content and market structure in the last decade. Any
company which is successful is because of their reach among customers which is possible
through the effective tools through which a company communicates and attracts its customer.
Dish TV & Tata Sky is the most famous brand and has a sophisticated place and market leader
position in the mind of customer. This is due to its strong brand image. The attempt behind this
project was to find out the effectiveness of DISH TV & Tata Sky as a brand over the retail
outlets and its competitor position over these outlets, so that company would be able to find out
its lagging area and can focus more effectively to target more and more customer and to
communicate them more easily.
In the year 2004 Tata Sky was incorporated but was launched only in 2006. It is a joint
venture between the Tata Group, that owns 80% and STAR Group that owns a 20% stake It
3

4. currently offers close to 280+ channels (as of December 2011) 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 the clash between these two pioneers of the Indian DTH industry, it seems as of now
that Tata Sky is slowly taking the lead, with more emphasis on new technology (as showcased by
their effort at DVR recording and MPEG-4 compression), Dish TV seems to be uninterested for
now, but with more and more people switching to Tata Sky, they may have to take drastic action
soon.
4

5. 5
Series no. Content Page No.
1. Chapter – 1. Introduction of the subject 1-2
2. Chapter – 2. Industry Profile 3-4
3. Chapter – 3. Company Profile 5-56
4. Chapter – 4. Objective of the Study 57
5. Chapter – 5. Research Methodology 58
6. Chapter – 6. Data Analysis & Interpretation 59-73
7. Chapter – 7. Findings 74
8. Chapter – 8. Suggestions 75
9. Chapter – 9. Limitations 76
10. Appendix 77-81
Bibliography
82

6. List of Graphs
Series no. Content Page no.
1 Graph no. 6.1.1 59
2 Graph no. 6.1.2 60
3 Graph no. 6.1.3 61
4 Graph no. 6.1.4 62
5 Graph no. 6.1.5 63
6 Graph no. 6.1.6 64
7 Graph no. 6.1.7 65
8 Graph no. 6.1.8 66
9 Graph no. 6.1.9 67
10 Graph no. 6.1.10 68
11 Graph no. 6.1.11 69
12 Graph no. 6.1.12 70
6

7. 13 Graph no. 6.1.13 71
14 Graph no. 6.1.14 72
15 Graph no. 6.1.15 73
List of Tables
Series no. Content Page no.
1 Table no. 6.1 59
2 Table no. 6.2 60
3 Table no. 6.3 61
4 Table no. 6.4 62
5 Table no. 6.5 63
6 Table no. 6.6 64
7 Table no. 6.7 65
8 Table no. 6.8 66
9 Table no. 6.9 67
10 Table no. 6.10 68
11 Table no. 6.11 69
12 Table no. 6.12 70
13 Table no. 6.13 71
14 Table no. 6.14 72
7

8. 15 Table no. 6.15 73
CHAPTER - 1
INTRODUCTION OF THE SUBJECT
8

9. INTRODUCTION OF SUBJECT
Founded in 2003, Dish TV was the first DTV television provider in India; they started a new era
in home entertainment ever since their inception. As the market grew, the potential in a DTH
market was realized and an year later, Tata Sky was incorporated, but launched its 205 channels
package in 2006. As of right now, both providers offer great packages with immense value for
their users and subscribers, with high quality in picture and sound to boast. However, if you look
into the minute details of their packages, differences, flaws, shortcomings and overviews in
general, the better one becomes apparent.
Over the years, Dish TV has made a name for itself; they got the initial market of users due to
essentially being pioneers; however they couldn’t keep with their quality for too long. Upgrade
in their services is not entirely concentrated on channel availability, image quality or sound
capability. What this means is, Dish TV does offer a lot of things, but they miss out on the
essentials far more often than not. A couple of examples would be the overall lacking quality of
Star Movies and Star Cricket. The EPG feature on Dish TV isn’t very competent either and
continues to host problems.
Unfortunately for its subscribers, Dish TV’s problems don’t seem to go away and appear on a
regular basis. Customers often complain about the picture quality and audio, as stated previously.
There has been a dim focus on the addition of International channels; also, Dish TV has been
known to not add channels like Neo Sports in the past when the demand was at its biggest during
cricket tournaments. In the customer care department, Dish TV doesn’t exactly shine either, with
the more complicated problems going unsolved for long periods of time frequently. All the good
things about Dish TV can be found in Tata Sky in the same capacity or better as well.
9

10. Tata Sky now, on the other hand, is a far more favorable option than Dish TV for regular
customers. It has been in service for almost four years and has shown through time to be
customer oriented. They continue improvement in their services, have better audio and video
quality than Dish TV and their software on the STBs is firm and stable. EPG is well managed
and updated and the customer care is helpful in most situations. The most important thing, when
it comes to Television, is the quality of telecast, even though both Tata Sky and Dish TV sport
MPEG-2 digital compression with considerable image quality, Tata Sky has took a step further
and launched Tata Sky+ that by far surpasses picture and sound quality as compared to Dish TV.
Dish TV on the other hand has made no efforts to reach out to MPEG-4 compression yet. Dish
TV recently introduced HD channels, but Tata Sky immediately complied and launched HD on
their platform as well.
Even though Tata Sky is the better alternative. They aren’t perfect, and do have their share of
problems, thankfully nothing major though, Tata Sky doesn’t boast a high amount of channels,
but the ones that are available will accommodate any regular individual just fine, they lack a
little on the regional channels part. A lot of times, a few key channels will be missing on the base
packages and you’ll have to pay extra just to get those few channels in. Personally, for my needs,
I believe Tata Sky’s packages are a little costlier than Dish TV, but other than that there are no
problems. Tata Sky regularly adds new channels as well, and as mentioned before, have good
customer support.
In the clash between these two pioneers of the Indian DTH industry, it seems as of now that Tata
Sky is slowly taking the lead, with more emphasis on new technology (as showcased by their
effort at DVR recording and MPEG-4 compression), Dish TV seems to be uninterested for now,
but with more and more people switching to Tata Sky, they may have to take drastic action soon.
10

11. CHAPTER - 2
INDUSTRY PROFILE
11

12. INDUSTRY PROFILE
INTRODUCTION TO DTH
DTH (DIRECT TO HOME) 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 required all operators to set up earth stations in India within 12 months of getting a
license. DTH licenses in India 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. Today, broadcasters believe that the 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. Some of the
features of DTH service are as following:
• DTH offers better quality picture than Cable TV.
• DTH can reach remote areas where terrestrial transmission and cable TV have failed to
penetrate.
• DTH has also allows for interactive TV services such as movie-on-demand, Internet access,
video conferencing and e-mail.
India currently has 6 major DTH service providers and a total of over 5 million subscriber
households. Out of these Dish TV and Tata Sky are the main market holders. Dish TV is India’s
12

13. first private Indian company to start Direct to Home (DTH) satellite broadcast operations in the
country. Dish TV’s DTH services was hard launched in May 2005. It provides multi-channel
subscription television service and interactive services. Its state of the art broadcasting
infrastructure is located at its facility in Noida, near Delhi, which is the nerve center of DTH
operations. Dish TV has robust operating infrastructure, strong content tie-up, established brand
salience and backing of a strong group. ASC Enterprises Limited, now renamed Dish TV India
Limited (Dish) acquired the first private sector license to operate DTH services in India.
Whereas, in the year 2004 Tata Sky was incorporated but was launched only in 2006. It is a joint
venture between the Tata Group, that owns 80% and STAR Group that owns a 20% stake 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.
13

14. CHAPTER – 3
COMPANY PROFILE
14

15. COMPANY PROFILE
DISH TV PROFILE
Dish TV India Limited is an Indian company engaged in the business of providing direct-to-
home (DTH) satellite television service, which includes teleport service, customer support and
transponder space leasing. Dishtv is a division of Zee Network Enterprise (Essel Group
Venture). Dish TV India Limited is ranked # 437 and #5 in the list of media companies in the
Fortune India 500 roster of India’s largest corporations in 2011. It uses MPEG-2 digital
compression technology, transmitting using NSS-6 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. Zee Network incorporated dishtv to
modernize television (TV) viewing. It provides features, such as Electronic Programme Guide
(EPG), parental lock, games, 400 channels, interactive TV and movie on demand. Dishtv also
brings national and international channels in India. Its primary competitors are cable television
15

16. and other DTH service providers—Airtel digital TV, Reliance Big TV, DD Direct+, Tata Sky,
Sun Direct, and Videocon D2H.
Slogan
Sab Par Dish Sawaar Hai...
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
Satellite link
Dish TV uses NSS-6 to broadcast its programmes. NSS-6 was launched on 17 December 2002
by European-based satellite provider, NewSkies. Dish TV hopped on to NSS-6 from an INSAT
satellite in July 2004. The change in the satellite was to increase the channel offering as NSS 6
offered more transponder capacity. However, Dish TV booked additional transponders on the
new Asiasat 5 satellite for starting its MPEG-4 based HD services. Dish TV is currently using 5
transponders on Asiasat 5.
16

17. DTH on Wheels
Dish TV also provides mobile satellite TV on vehicles, trains and aircrafts.
Subscriber Base
Dish TV had about 11.2 million customers as of 30 June 2011.
There are about 35.5 million DTH subscribers in India as of June 2011.
Dish truHD
Dish TV recently launched its high definition service called Dish truHD. Its major competitors
are SUN Direct HD, Tata Sky HD, Airtel Digital TV HD and the Reliance Digital TV. It
supports 1080i HD quality. Currently there are 41 HD Services with 12 true HD channels and the
rest up-scaled. DISHTV plans to give more HD content to its customers.
Dish truHD+
Dish TV Recently introduces its PVR service which requires an External USB Hard disk drive to
be plug into the Set Top Box's USB Port it can provide & support recording space up to 2 TB.
Channel List
The following is the list of channels provided by Dish TV as of October 2011.
TV Channels
Channel Name
High Definition
01 Zee TV HD
02 Colors HD
03 UTV Bindass HD
04 Sony Entertainment Television HD
12 Zee Cinema HD
17

18. 13 UTV Movies HD
14 UTV Action HD
15 Zee Classic HD
22 Zee Studio HD
23 Movies Now HD
24 HBO HD
27 SET PIX HD
28 WB HD
35 Zee Café HD
36 AXN HD
37 FX HD
38 FOX Crime HD
45 Travel XP HD
48 UTV Stars HD
49 TLC HD
50 Discovery HD World
51 National Geographic Channel HD
52 Animal Planet HD
53 National Geographic Wild HD
54 National Geographic Adventure HD
56 History TV18 HD
62 Cartoon Network HD
63 Pogo HD
64 Baby TV HD
67 Zee News HD
70 Times Now HD
71 CNN IBN HD
75 ET Now HD
76 CNBC-TV18 HD
80 TEN Sports HD
86 MTV HD
87 VH1 HD
88 National Geographic Music HD
89 M Tunes HD
91 Zee Talkies HD
95 Zee Telugu HD
Dish Active Services
98 ICICI Active
126 Active Services†
520 Games Active
995 Recharge Today
998 Renewal Message
999 Dish Buzz
1000 What’s On India
Movie on Demand
250 Movie On Demand 1
18

19. 251 Movie On Demand 2
252 Movie On Demand 3
253 Movie On Demand 4
254 Movie On Demand 5
424 Movie On Demand 6
Hindi Entertainment
100 & 110 Zee TV
101 Zee Smile
102 Zee Khana Khazana
104 Imagine TV
105 Sony
106 SAB TV
107 UTV Bindass
108 STAR Plus
109 Life OK
111 Colors
112 Sahara One
113 9X
114 STAR Utsav
115 DD National
116 DD India
117 Dabang
Shopping Channel
196 Star CJ Alive
199 Home Shop 18
Hindi Movies
200 Zee Cinema
201 Zee Premier
202 Zee Action
203 Zee Classic
210 SET Max
211 UTV Movies
212 UTV Action
215 STAR Gold
216 Filmy
217 B4U Movies
219 Enter10
English Movies
401 Zee Studio
408 MGM
409 PIX
410 Movies Now
413 HBO
416 WB
419 STAR Movies
421 UTV World Movies
19

20. Fashion, Lifestyle & English Entertainment
450 Zee Café
453 BBC Entertainment
454 Fox Crime
455 AXN
456 Comedy Central
457 STAR World
458 Zee Trendz
459 Fashion TV
460 Food First
461 NDTV Good Times
462 Zoom
463 TLC
Infotainment
464 Discovery Channel
465 Animal Planet
466 National Geographic Channel
467 Fox History & Traveller
488 Discovery Science
469 Discovery Turbo
470 History TV18
471 Nat Geo Wild
Kids
511 Cartoon Network
512 Pogo
513 Sonic
514 Cbeebies
518 Nickelodeon
523 Disney Channel
524 Disney XD
525 Hungama
News
555 Zee News
560 Zee Chattisgarh
561 Aaj Tak
562 NDTV India
563 DD News
564 Sahara Samay
565 India TV
566 GNN News
567 Sudarshan TV
568 P7 News
569 STAR News
570 Zee News UP
571 Live India
572 Lok Sabha TV
20

21. 573 DD Rajya Sabha
575 News 24
577 News Xpress
579 A2Z News
581 STV Harayana News
590 Zee Business
591 CNBC Awaaz
597 ET Now
598 Bloomberg UTV
601 CNBC TV18
602 NDTV Profit
603 NDTV 24x7
606 Times Now
607 CNN-IBN
611 Day & Night News
615 CNN
616 BBC World News
618 Al Jazeera English
[Geo News]]
Sports
650 TEN Action+
656 NEO Sports
657 NEO Cricket
658 TEN Cricket
659 STAR Cricket
660 TEN Sports
661 ESPN
662 STAR Sports
663 DD Sports
Music
665 Zing
666 ETC
667 MTV
668 B4U Music
669 Channel V
671 Mastiii
672 Sony Mix
673 VH1
International
739 TV5MONDE
733 DW-TV Asia+
738 RT(Russia Today)
739 NHK World
Devotional
750 Zee Jagran
751 Divya
21

22. 752 Shakti TV
753 Katyayani TV
754 Sadhna TV
755 R K News
757 Disha TV
761 Aastha
762 Mh1 Shraddha
763 Sanatan TV
765 SVBC
762 Shalom TV
Educational
771 DD Gyandarshan 1
772 DD Gyandarshan 2
773 Vyas TV
Urdu
786 Zee Salaam
787 ETV Urdu
788 DD Urdu
Punjabi
800 Zee Punjabi
801 ETC Punjabi
802 DD Punjabi
804 Mh1 Music
806 PTC News
807 PTC Punjabi
812 Time TV
Hindi Regional Channels
821 DD Kashir
822 ETV Rajasthan
823 ETV UP
824 ETV MP
826 DD Bharati
Bhojpuri
827 ETV Bihar
Bengali
831 Sananda TV
832 Star Jalsha
833 News Time
834 Dhoom Music
835 24 Ghanta
836 Star Ananda
837 Ruposhi Bangla
838 Sony Aath
839 Sangeet Bangla
840 Zee Bangla
841 Aakaash Bangla
22

23. 842 ETV Bangla
843 DD Bangla
Oriya
844 DD Oriya
845 Tarang Music
846 Prarthana TV
847 STV Samachar
848 Naxatra News
849 Orissa TV
850 Tarang TV
851 ETV Oriya
North East
852 NE Hi-Fi
853 News Live
854 DD North East
855 NE TV
856 Nepal 1
857 DY 365
858 Rang
859 News Time Assam
Marathi
860 Zee Marathi
861 Zee Talkies
862 Zee 24 Taas
863 STAR Pravah
864 STAR Majha
865 IBN Lokmat
866 ETV Marathi
867 Mi Marathi
868 DD Sahyadri
870 Saam Marathi
Gujarati
871 ETV Gujarati
872 DD Gujarati
873 TV9 Gujarati
Kannada
876 Udaya Comedy
877 Suvarna News 24x7
878 Kasthuri TV
879 Asianet Suvarna
880 Zee Kannada
881 ETV Kannada
882 DD Chandana
883 Udaya TV
884 Udaya Movies
23

24. 885 Udaya News
886 Udaya Music
887 TV 9 Kannada
Telugu
888 ABN Andhra Jyothi
889 Gemini Movies
890 Zee Telugu
891 ETV Telugu
892 Maa TV
893 DD Saptagiri
894 Gemini
895 ETV 2
896 Gemini Comedy
897 Gemini News
898 Gemini Music
899 TV9 Telugu
900 Zee 24 Gantalu
901 TV5 Telugu
902 Sakshi TV
903 NTV
903 Maa Movies
904 Maa Music
905 Maa Gold
Tamil
907 DD Podhigai
908 Sun Music
909 Sun TV
910 Zee Tamil
24

25. TATA PROFILE
Tata Group is an Indian multinational conglomerate company headquartered in Mumbai,
Maharashtra, India. It is one of the largest conglomerates in India by market capitalization and
revenue. It has interests in communications and information technology, engineering, materials,
services, energy, consumer products and chemicals. Tata Group has operations in more than 80
countries across six continents and its companies export products and services to 80 nations. It
comprises 114 companies and subsidiaries in eight business sectors, 27 of which are publicly
listed. 65.8% of the ownership of Tata Group is held in charitable trusts. Companies which form
a major part of the group include Tata Steel (including Tata Steel Europe), Tata Motors
(including Jaguar and Land Rover), Tata Consultancy Services, Tata Technologies, Tata Tea
(including Tetley), Tata Chemicals, Titan Industries, Tata Power, Tata Communications, Tata
Sons, Tata Teleservices and the Taj Hotels.
25

26. The group takes the name of its founder, Jamsedji Tata, a member of whose family has almost
invariably been the chairman of the group. The current chairman of the Tata group is Ratan Tata,
who took over from J. R. D. Tata in 1991 and is one of the major international business figures in
the age of globality. The company is currently in its fifth generation of family stewardship.
TATA Group's 114 companies are controlled by Tata Sons and the main owner of Tata Sons is
various charitable organizations’ developed and run by Tata Group. Out of which JRD Tata
Trust & Sir Ratan Tata Trust are the main holders? About 65% ownership of Tata Sons which is
the key holding company of the other 114 Tata Group Company is held by various charitable
organisations. The 2009, annual survey by the Reputation Institute ranked Tata Group as the 11th
most reputable company in the world.[8]
The survey included 600 global companies. The Tata
Group has helped establish and finance numerous quality researches, educational and cultural
institutes in India. The group was awarded the Carnegie Medal of Philanthropy in 2007 in
recognition of its long history of philanthropic activities. Tata gets more than 2/3 of its revenue
from outside India. In June 2011, based on market value Tata Group has become India's
wealthiest group with $98.7 billion.
History
The beginning of the Tata Group can be traced back to 1868, when Jamsetji Nusserwanji Tata
established a trading company dealing in cotton in Bombay (now Mumbai), British India. This
was followed by the installation of 'Empress Mills' in Nagpur in 1877. Taj Mahal Hotel in
Bombay (now Mumbai) was opened for business in 1903. Sir Dorab Tata, the eldest son of
Jamsetji Tata became the chairman of the group after his father's death in 1904. Under him, the
group ventured into steel production (1905) and hydroelectric power generation (1910). After the
death of Dorab Tata in 1934, Nowroji Saklatwala headed the group till 1938. He was succeeded
by Jehangir Ratanji Dadabhoy Tata. The group expanded significantly under him with the
establishment of Tata Chemicals (1939), Tata Motors, Tata Industries (both 1945), Voltas
(1954), Tata Tea (1962), Tata Consultancy Services (1968) and Titan Industries (1984). Ratan
Tata, the incumbent chairman of the group succeeded JRD Tata in 1991.
26

27. Type Privately held company
Industry Conglomerate
Founded 1868
Founder(s) Jamsedji Tata
Headquarters Mumbai, Maharashtra, India
Area served Worldwide
Key people Ratan Tata
(Chairman)
Cyrus Pallonji Mistry
(Deputy Chairman)
Products Automotive, steel, telecommunications, metals, financial services, hotels,
property development, energy, engineering products, consumer products,
chemicals, information technology, retailing
Revenue US$ 83.3 billion (2010-11
Profit US$ 5.8 billion (2010-11)
Total assets US$ 68.9 billion (2010-11)
Owner(s) Tata Sons
Employees 424,365 (2010-11)
Website www.tata.com
27

28. SATELLITE TELEVISION ASIAN
REGION (STAR)PROFILE
Satellite Television Asian Region (STAR) is an Asian TV service owned by Rupert Murdoch's
News Corporation.
In 2009, News Corporation restructured STAR Asia into four units – STAR India, STAR Greater
China, STAR Select and Fox International Channels Asia.
• STAR India, STAR's television company in India.
28

29. • STAR Greater China, STAR’s Chinese language content and broadcast businesses.
• STAR Select, STAR's television company in Middle East.
• Fox International Channels Asia, an international TV channel network affiliated with
STAR TV, among others.
TATA SKY PROFILE
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.
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
29

30. 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 provided with playback
control keys and is being sold with special offers for existing subscribers. After 2011, TATA
Sky+ started selling only HD Version of TATA Sky+ knows 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.
30

31. Tata Sky+
Tata Sky+ is a premium set-top box PVR (Personal Video Recorder) or even known as DVR
(Digital Video Recorder) that allows recording up to 130 hours of live TV, recording one
program while watching another, pause, fast-forward and rewind a live telecast and review a TV
programme.
Tata Sky HD
31

32. Tata Sky HD was launched on June 14, 2010, and has channels in their native resolution of 1080i
or 720p. The STB is compatible with 5.1 CH surround sound as well. The service currently
offers Eight HD channels - National Geographic Channel HD, Discovery HD World, STAR
Movies HD, STAR Plus HD, STAR Cricket HD, STAR World HD, STAR Gold HD, and ESPN
HD.ata Sky+ HD
Tata Sky has launched their HD DVR Set Top Box. Tata sky plus HD comes with a 500 GB
hard-disk. However, almost 120 GB is reserved for future services like VOD leaving about 425
hours of SD recording or 380 GB that is actually usable by customers. This is still the highest
capacity recorder in the Indian market as of Feb 2012.
Video on Demand
On December 25, 2011 Tata Sky launched Video on Demand (Vod) services for their Tata Sky+
HD set-top boxes.
Tata Sky VoD service will include Catch up TV and VoD library of movies & TV concerts for
subscribers for download but this requires a separate broadband connection to be plugged into
the STB.
Channel List
The following is the list of channels provided by Tata Sky as of January 2012.
32

33. 33
Channel Name
Help Channel
100 Help
Hindi Entertainment
101 DD National
103 STAR Plus
104 STAR Plus HD
105 Life OK
107 Imagine TV
109 STAR Utsav
111 Sony
113 SAB TV
115 Sahara One
117 Zee TV
119 UTV Bindass
123 Colors HD
127 Star CJ Alive
152 ETV Rajasthan
153 ETV UP
154 ETV Bihar
155 Mahuaa TV
156 ETV MP
157 DD Bharati
Devotional
158 Zee 36garh
180 Aastha
181 Sanskar
182 SVBC
184 Disha TV
185 Sadhna TV
186 Paras TV
Fashion, Lifestyle & English Entertainment
201 STAR World
202 STAR World HD
203 FX
205 BBC Entertainment
207 AXN
209 TLC
211 Fashion TV
213 Zee Cafe
217 Fox Crime
218 Comedy Central
219 NDTV Good Times
221 Discovery Turbo
Hindi Movies
301 STAR Gold
302 STAR Gold HD
303 Showcase Promo
305 SET Max
307 Filmy
309 Zee Cinema
311 UTV Movies
313 UTV Action
315 Zee Classic
English Movies
341 STAR Movies
342 STAR Movies HD

34. 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
• Active Stories
• Active Wiz kids
Certifications and Honors
ISO 27001: 2005 accreditation
34

35. 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 is highly secure.
Super brand 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 Super brands Council. It is the only Indian DTH to have
won this distinction.
MARKET SHARE OF DTH PLAYER IN
INDIA ON 26TH MAY 2011
35

36. PORTER’S ANALYSIS OF DTH
INDUSTRY
36

37. 1. Threat of substitutes:
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.
 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
37

38. 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 TV. The transmission could be received
using a low cost Yagi antenna. However, due to lack of attractive content it does not seem to be a
formidable threat for DTH.
 Cable TV:
Cable TV currently operates in 2 modes viz. through CAS covering cities like Chennai, Delhi,
Mumbai and Kolkatta, and through non-addressable system in the rest of the country. As seen
from the above diagram Cable TV enjoys the maximum share as compared to other medium. In
case of CAS controlled areas, the subscriber has to buy Set Top Box (STB) to see the pay
channels. On the other hand, in areas where non-addressable system is used, nearly all the
channels are available without the need of any separate receiver by paying anywhere between Rs
100 to Rs 350 per month depending on the place. Due to phenomenal reach of Cable TV, it poses
a serious threat to the growth of DTH industry.
 Internet Protocol Television (IPTV):
IPTV is a service where television signals are digitally sent over the telecommunications line. It
is often presented as a bouquet of Video (IPTV), Audio (Telephone) 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. IPTV takes the interactivity to
a newer level. In regular mediums, all the channels are pushed to the consumer regardless of his
preference. IPTV encourages a two-way request response model where the consumer chooses the
programs he wants to view. Right now thos medium is totally unregulated and cable companies
are urging the TRAI to issue a consultation paper process to include IPTV under the aegis of
Cable TV act. IPTV is a considerable threat to DTH in urban and semi urban areas where
broadband has made its mark.
2. Bargaining power of suppliers:
DTH industry relies on three major supplies: Customer Premise Equipment (CPE) comprising of
the satellite dish, Set Top Box with the necessary Access card, the Ku band transponders in the
38

39. orbiting satellites and content. With India overtaking Japan as Asia‘s largest DTH, the
bargaining power of Indian DTH operators with CPE supplies have increased.
However, the availability of transponders is increasingly becoming difficult. The Ku band
transponder is generally provided by Astrix, the commercial wing of ISRO either through its
own satellites or by leasing transponders from suppliers. With only two domestic satellite
launches between 2007 and 2010 an d increasing DTH players, Astrix is in a better position to
use DTH as its cash cow for the next 5 to 10 years. Also the crash of INSAT 4C and NSS-8 has
worsened the situation of DTH players.
As there is not much of regulation particularly in terms of channel pricing, acquiring content
from the broadcasters is also difficult. DTH vendors are at the mercy of the broadcasters.
3. Bargaining power of 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. Customers will continue to have a high bargaining power until DTH platforms try to
differentiate them as superior players with better content and clarity
4. Inter firm rivalry:
With 6 operational players, the inter firm rivalry is quite high. The competition from state owned
DD-Direct to private players is negligible from the content point of view as the number of
channels offered by DD-Direct is very limited. However, DD-Direct does not charge any
monthly subscription fee which poses a threat to the private players.
Between Dish TV and Tata Sky there is an intense rivalry exhibited by price wars and discount
schemes offered to new connections. Being the first mover, Dish TV has price advantage in both
the STB as well as procuring the transponders. On the other hand, Tata Sky claims its STB
having superior DVD quality video. 17 Other than price wars and intense competition in
increasing 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 channels indirectly refuse content for DTH operators by charging
exorbitantly or mandating that all the channels of their bouquet to be transmitted when the
vendor is already capacity constraint.
39

40. 5. Threat of new entrants:
With already 6 players in the DTH space, threat of new entrants is relatively low. There is
already enough competition which will discourage new firms to enter this business. While
getting a license is relatively easy, the barriers to entry are high when it comes to pricing of CPE
and getting the required transponders.
TARIFF DISH TV
Base pack
40

41. All new and improved Dish TV packages are here to give you best entertainment at unmatched
prices! Keeping in mind the varied needs of our diverse subscribers we have redesigned our
packages for a joyous and wholesome viewing experience.
Packages in North and South of India have the right mix of Hindi, English, International and
Regional channels so that your entertainment gets complete, in true sense.
Child pack
COMMUNICATION & MARKETING
STRATEGY
41
REST OF INDIA SOUTH PACK
FAMILY PACK (175 `) SOUTH SILVER CRICKET (150 `)
GOLD CRICKET (225 `) SOUTH SILVER SAVER (165 `)
WORLD PACK (275 `) SOUTH FAMILY (185 `)
PLATINUM (350 `) SOUTH WORLD (275 `)
PLATINUM PLUS (350 `) SOUTH PLATINUM (350 `)
SOUTH PLATINUM PLUS (350 `)

42. Positioning:
“Don’t be Santusht with cable TV; Thoda aur wish karo.. DISH karo”
ADVERTISING & MARKETING
STRATEGY DISH TV
1. Segmentation: Launch as per area, region, geographical location etc.
42

43. 2. Target: Both rural n Urban Consumers Sec B, B+ and above
3. Price Benefits and Advantage
4. Be attractive with new advertising and new promotional offers at festival seasons
5. Create Word of mouth publicity
6 .360 degree approaches
7. TVC, Print, Radio, outdoor, point of sale etc.
8. Reinforcing attributes of the brand and reiterate its positioning
9. Emotional Appeal
Car mein Live Dish TV
43

44. Computer mein bhi Live Dish TV.”
44

45. He criticizes those who are still content with their “old
dead cable TV”.
The latest sales promotion scheme of the Dish TV which is related to “DISH TV SET UP BOX
FREE” with push the print ad “AAJ KI TAJA KHABAR” advertisement campaign in the print
and electronic media
Media Planning
Broadcast Timing
45

46. As it is targeted to common people who existing users are of cable TV. Mainly, these
people are showing the entertainment channels such as Zee TV, Sony TV, Zee Cinema,
etc. channel. And for that the broadcast time mostly prefer for in between the TV serial or
Movie. There is no fix time.
Time duration of advertisement
The timing of the ad is 44 seconds. Due to constraints of budget and broad casting
frequency the company has to edit the time duration of ad.
Frequency of advertisement
There is no any particular frequency. It depends on the situation and movie time.
TARIFF - TATA SKY
Tata Sky presents you with 'TruChoice Packages' - a new set of channel packages that lets you
choose the channel package you like!
Subscribe to the Annual Mega Pack or decide on one of the Popular Packs and then choose any
or all the Optional & Regional packages you want to watch. You can also watch blockbuster
movies on Showcase that can be ordered with any of the Packs.
POPULAR PACKS PER MONTH `
SOUTH ECONOMY 150 `
ECONOMY 150 `
SUPREME 220 `
GRAND 350 `
46

47. 47

48. 48

49. TATA SKY PROMOTIONAL
CAMPAIGNS
Brand Ambassador promoting Tata Sky+
Recently launched Tata Sky Plus which uses the personal video
recording (PVR) technology that allows consumers to record
live. It is available at a price of ` 4999/-
49

50. Brand Ambassador promoting interactive services from Tata Sky.
50

51. Picture above is among the most recent campaigns from Tata Sky
51

52. Advertisement for choice of packages
Installation service from Tata Sky
Promotional Banners from Tata Sky
52

53. Tata Sky’s sentimental promotional campaign
Active Games from Tata Sky, an interactive channel for kids
53

54. ADVERTISING & MARKETING
STRATEGY
• To tell subscribers what benefits they get from the product rather than talk about the
features
• To communicate the message of Tata Sky being a one-stop shop for complete home
entertainment making other mediums redundant
• To reinforce greater customer care initiatives, and retain market lead
• Provide delighting VAS
54

55. TATA SKY OVERVIEW
Most Wanted Features
• Reminder for favorite program
• On demand Movies
• Live Record / Pause / Rewind
• People want to add internet services as add on service.
• 80% of the customers are satisfied by the DTH services (Tata Sky).
Problems faced by the Customers
• Some channels do not have good reception
• After sales service – customer care service
• Remote is not of good quality
• Hidden charges – free to air channels
• Packages are not so good and attractive
• Sometimes poor quality of signal
Reasons for its Failure
• Bad Customer care
• Bad Reception of Some Channels
• Less advertisement in initial stage
• Less variety of channel packages
55

56. • Failure of Telecommunication Network
Reasons for its Success
• Introduction of new and unique features
• Introduction of schemes
• Improvement in picture and sound quality
• Better customer care service than before
• Appointed Amir Khan in his advertisement
• Easy availability or Good distribution network.
Recommendation
• They should improve their customer care.
• They should use more advanced technology for the improvement of the picture quality.
• They should review their packages and launch some economical packages for middle
class people.
• They should introduce new schemes to attract customers.
• They should introduce new services like internet which will make them unique in their
category.
• They should find new ways to advertise their product.
56

57. COMPARITATIVE ANALYSIS
Dish TV
Advantages
(1) The biggest advantage of Dish TV is its cost. (For old or existing customers at this point). It
offers most of the popular channels at low cost. The highest pack costs Rs.325 per month, after
which only 1 or 2 add-on packs are required to all almost all channels, unlike other DTH where
you need several Add-on packs even after subscribing to the highest pack.
(2) Dish TV’s satellite being located very near to DD Direct Plus’s satellite, all Dish TV users
enjoy the complete channel offering of DD Direct Plus as well. So any new channel added in DD
Direct Plus automatically gets added to Dish TV channel offering.
(3) The software of Dish TV STBs is stable at the moment. This makes the switching speed
between channels pretty fast. Also very less hang-ups of STBs reported till now. Thanks to Dish
TV STBs’ great software.
(4) Only Dish TV gives its users access to exclusive never-before seen international channels
which are not available even in cable till now. The platter includes MGM, TCM and Boomerang.
Airtel Digital TV provides MGM India unlike Dish TV which still carries the direct international
feed of MGM.
(5) Several new channels added recently are provided at no extra cost for the highest pack users,
except for a few channels. (Currently only for existing or old customers). Whereas other DTH
operators, have added the new launches in separate Add-on Packs.
57

58. (6) Dish TV has a good no of Transponders to offer more channels to its users, including the
recently contracted Protester which means more channels for its customers.
Disadvantages
(1) One of the biggest problems of Dish TV is its Customer Care and Customer Service which is
definitely not up to the mark. The CC executives lack professionalism in their attitude and after-
sales supports in certain areas are allegedly poor.
(2) Another serious issue is its audio and video quality. Quality on several (but not all) channels
on Dish is not up to the mark. Too much of pixilation is seen on some channels and the audio
standard is of course not of true CD quality.
(3) Dish TV misses out on few important channel packages which includes the Neo bouquet and
the UTV group of channels. Due to this exclusive cricket matches and world TV premier of
latest movies on these channels are missed by the Dish TV users.
(4) New channel addition process is extremely slow when it comes to Dish TV. It takes a huge
amount of time for Dish TV to enhance its bouquet offerings.
(5) The time taken for activation of packages after renewal is too long sometimes. Users had to
wait for as long as 5-6 days for activation even after making payments on time.
(6) Official website is not updated regularly. Official weblog which was meant for the interaction
of Dish TV users too does not work till date.
TataSky
Advantages
(1) India’s first and only DTH service to have made a joint venture with a reputed international
DTH brand, Sky, which is famous for its exquisite technology.
58

59. (2) The audio and video quality of TataSky stands up to the expectations of its users. Customers
have reported about Tata Sky’s true DVD quality picture and CD quality sound.
(3) Only TataSky gives its users an exclusive access to some authentic international channels
which includes BBC Entertainment and Celebes.
(4) TataSky offers uniform volume level across all channels, unlike other DTH services where
the volume level keep varying with each channel.
(5) The STB of TataSky is stable enough. There has been very less or no reports of TataSky STB
bugs or issues till date.
(6) TataSky users argue that its Customer Service is satisfactory. Issues are addressed on time
and the after-sales support is great.
Disadvantages
(1) TataSky has too many Add-on packs. Several add-on packs need to be subscribed to for
enjoying all the channels, even after going with the highest pack. This makes the over-all
package too costly.
(2) The channel strength of TataSky is less compared to other DTH operators. This is because of
the less no of Transponders purchased by them.
59

60. CHAPTER-4
OBJECTIVE OF THE STUDY
60

61. OBJECTIVES OF THE STUDY
 To compare two leading DTH (Direct to home) service providers, DISH TV & TATA
SKY
 To know about the Competitive & Marketing strategies of the companies and
Promotional schemes offered by the companies
61

62. CHAPTER – 5
RESEARCH AND METHODOLOGY
62

63. RESEARCH METHODOLOGY
Source of Data: - Primary and Secondary data.
Population Size: - 200
Sample Size: - 100
Sample Model:-Questionnaire
Sampling Technique: - Convenience
63

64. CHAPTER - 6
DATA ANALYSIS AND
INTERPRETATION
64

65. DATA ANALYSIS AND INTERPRETATION
Question1: what type of Connection do you have at your home?
Source of Information Cable TV Direct To Home(DTH) DD National None
No of Consumers 45 35 20 0
TABLE 6.1
GRAPH: 6.1.1
Interpretation: - 45% of customers have cable connection, 35% have DTH connection and 20%
have simple DD National only.
65

66. Question 2: How many DTH connections are there at your Home?
Source of Information One Two Three Four or More
No of Consumers 70 15 13 2
TABLE 6.2
GRAPH: 6.1.2
Interpretation: - 70% of customers have only one connection of DTH, 15% have Two, 13%
have Three and only 2% have four or More Connection at their home .
66

67. Question 3: How much would you like to pay for your DTH Connection per month?
Source of Information 150 ` 250
`
300
`
350+
`
No of Consumers 42 33 18 7
TABLE 6.3
GRAPH: 6.1.3
Interpretation: - 42% customers say that they pay around 150 `, 33% customers pay around 250
` , 18% pay 350 ` and 7% customers pay more than 350 `
67

68. Question 4: Which DTH network do you own?
Source of
Information
Dish
TV
Tata
Sky
Big
TV
Videocon
D2H
Airtel
Digital
Sun
Direct
No of Consumers 27 23 14 11 9 16
TABLE 6.4
GRAPH: 6.1.4
Interpretation: - 27% of people say they have Dish TV connection , 23% Tata Sky, 14% Big
TV, 11% Videocon D2h, 9% have Sun Direct and last but not least Airtel Digital is used by 16%
people.
68

69. Question 5: From where did you come to know about your DTH service provider?
Source of Information Newspapers Banners Magazines Referral
No of Consumers 20 24 18 38
TABLE 6.5
GRAPH: 6.1.5
Interpretation: - 20% people came to know about DTH from Newspapers, 24% with the help of
Banners, 18% people throw Magazines and 38% from Referral.
Question 6: How many channels do you get in your package?
69

70. Source of Information Around 50 Around 100 Around 150 More than 200
No of Consumers 38 31 17 14
TABLE 6.6
GRAPH: 6.1.6
Interpretation: - 38% customers say that they are having around 50 channels in there DTH
pack, 31% say around 100, 17% say around 150 or more and only 14% peoples can watch more
then 200+ channels in there pack.
Question 7: Scale your satisfaction from your DTH
70

71. Source of Information Strongly
satisfied
Satisfied Neutral Dissatisfied Strongly Dissatisfied
No of Consumers 20 29 16 17 18
TABLE 6.7
GRAPH: 6.1.7
Interpretation: - 20% people are strongly satisfied, 29% only satisfied, 16% are Neutral, 17%
are dissatisfied and 18% people are strongly dissatisfied.
Question 8: What do you like most about your DTH service?
71

72. TABLE 6.8
GRAPH: 6.1.8
Interpretation: - 47% of customers buy DTH because of its Clarity, 29% because of Value for
money, 17% due to its features and 7% like all of above.
72
Source of Information Clarity Value for Money Features All of these
No of Consumers 47 29 17 7

73. Question 9: What things you don’t like about your DTH service
TABLE 6.9
GRAPH: 6.1.9
Interpretation: - 25% of people don’t like there price of packages, 30% poor service, 15%
picture quality, and 30% have some another resign.
73
Source of Information Price Poor Service Picture Quality Other
No of Consumers 25 30 15 30

74. Question 10: Do you easily get recharge for your DTH service provider?
TABLE 6.10
GRAPH: 6.1.10
Interpretation: - 73% customers say they get easily recharge of their DTH service provider and
27% say they don’t.
74
Source of Information Yes No
No of Consumers 73 27

75. Question 11: Do you have any plan to change your DTH service provider?
TABLE 6.11
GRAPH: 6.1.11
75
Source of Information Yes No
No of Consumers 42 58

76. Interpretation: - 42% people say they want to change their present DTH service provider and
58% not want to change their Present DTH service provider.
Question 12: What all features are you looking for in your next DTH PROVIDER?
TABLE 6.12
GRAPH: 6.1.12
76
Source of Information Interactive Quality Service All
No of Consumers 38 12 13 37

77. Interpretation: - 38% say they want interactive services in there next DTH service provider,
12% say quality, 13% say about new services, 37% all of above.
Question 13: Which DTH service provider will you switch to?
TABLE 6.13
GRAPH: 6.1.13
77
Source of Information Dish TV Tata Sky Other
No of Consumers 39 42 19

78. Interpretation: - 39% of customers want to switch to Dish TV, 42% to Tata Sky and 19% to
other DTH service Providers.
Question 14: Which marketing scheme attracts you most?
TABLE 6.14
78
Source of Information Discount Promotional Offers Service Package Brand Image
No of Consumers 21 29 37 13

79. GRAPH: 6.1.14
Interpretation: - 21% customers attract due to Discount Scheme, 29% promotional offers, 37%
service package and 13% attract due to brand image.
Question 15: What recommendations would you like to make
TABLE 6.15
79
Source of
Information
Improve Customer
care Service
Introduce New
Schemes
New Ways to
Advertise
Introduce New
Services
No of Consumers 25 41 7 27

80. GRAPH: 6.1.15
Interpretation: - 25% people say there Dth Service provider improves Customer care service,
41% want new Schemes, 7% say they should improve their advertising way and 27% want new
services.
CHAPTER – 7
FINDINGS
80

81. FINDINGS OF THE STUDY
1) Maximum Dealers keep DTH kit and recharge facility.
2) Awareness of new connection and new recharge offers of Dish TV is similar to Tata Sky and
Airtel Digital.
3) There is a communication gap between the company and the dealers.
4) Availability of vouchers lie between price ranges from Rs 100 to 1000.
5) Availability of voucher is one of the major issues among DTH dealers.
81

82. 6) EPRS system seems to be the most troublesome recharge option for DTH.
7) In case of Dish TV because of frequent trouble complains in EPRS recharge option, vouchers
are preferred over others that are not the case with other brands who use all other options.
8) Customer care service is considered to be very poor as dealers often complain of problems in
recharge process.
9) Many dealers say they recommend Tata Sky and Airtel because they get the installation done
much faster in comparison to Dish TV. With Dish, it takes up to 3-4 days sometimes.
10) The company hasn‘t been able to keep up the promises made to the customers, like
installation and activation commitments are often not met.
11) Communication between the Call Centre and the Service center is not good.
12) Customer Care is not reachable on Toll-Free easily, waiting time is high on toll-free
numbers.
13) Changes in price plans and offers more frequently confuses customers which beings down
the consumer satisfaction levels.
14) There has been a growing trend of dish TV customers and dealers being shifting to other
major brands like Tata Sky and Airtel Digital as they provide better value added services like
after sale service, recharge facilities and customer care.
CHAPTER - 8
SUGGESTIONS AND
RECOMMENDATIONS
82

83. SUGGESTIONS
1) Increase awareness: Since there is lack in communication channel, it should be tackled with
care and dealers should be constantly made aware about the offers and new plans through
meetings with company executives at regular intervals.
2) Improve processes and techniques: In order to make recharge or activation process more
transparent and user friendly, the EPRS technology needs to be upgraded consistently.
3) Give more value added services: Since Tata sky and Airtel have clear edge over value added
services like free installation DTH needs to mend its strategy to face these competition. One way
of doing this would be to offer at least the same service as these two competitors are trying to eat
the market share.
83

84. 4) Improvement in after Sales Services: Arrange: proper training for customer care executives
as Dish TV lacks proper after sale service against the service provided by Tata Sky & other
brands.
5) Standardized the price plans and avoid frequency changing: Frequent changes in price
and offers is proving no good for Dish TV as it is in way frustrates the customers with changes in
offers without being informed about it.
6) Voucher Availability: Make proper channel of Distribution of voucher. As sometimes it
becomes hectic for any consumer to find a voucher recharge dealer.
7) Visibility: Danglers create more impact on customer mind, it always visible and promote
offer and help to recall brand resonance.
CHAPTER – 9
LIMITATIONS
84

85. LIMITATIONS OF THE STUDY
 Bad or poor Customer care.
 Bad or unclear Reception of Some Channels.
 Less advertisement in initial stage.
 Less variety of channel packages.
 Failure of Telecommunication Network.
 Complexity of payment for tariff.
85

86.  Requires a dish to be placed on the top of the roof which might not be convenient for people
living in flats.
 People are not willing to invest for DTH against cable TV.
APPENDIX
86

87. ANNEXURE
Question 1:- What type of Connection do you have at your home?
87

88. Cable TV □
Direct To Home (DTH) □
DD National□
None □
Question 2:- How many DTH connections are there at your Home?
One □
Two □
Three □
More than Four □
Question 3:- How much would you like to pay for your DTH Connection per month?
150 □
250 □
300 □
350 or more □
Question 4:- Which DTH network do you own?
Dish TV □
Tata Sky □
88

89. Big TV □
Videocon D2h □
Airtel Digital □
Sun Direct □
Question 5:- From where did you come to know about your DTH service provider?
Newspaper □
Banners □
Magazine □
Referral □
Question 6:- How many channels do you get in your package?
Around 50 □
Around 100 □
Around 150 □
More than 150 □
Question 7:- Scale your satisfaction from your DTH service
Strongly satisfied □
89

90. Satisfied □
Neutral □
Dissatisfied □
Strongly Dissatisfied □
Question 8:- What do you like most about your DTH service?
Clarity □
Value for Money □
Features □
All of the Above □
Question 9:- What things you really don’t like about your DTH service provider?
Price □
Poor service □
Unclear picture □
Other □
Question 10:-Do you easily get the recharge for your DTH?
Yes □
90

91. No □
Question 11:- Do you have any plan to change your existing DTH service provider?
Yes □
No □
Question 12:- What all features are you looking for in your next DTH service provider?
Interactive □
Quality □
Service □
All of the above □
Question13:- Which DTH service provider will you switch to?
Dish TV □
Tata Sky □
Other □
Question 14:- Which Marketing scheme attracts you most?
Discount □
91

92. Promotional offers □
Service package □
Brand Image □
Question15:- What would you recommend to company to add?
They should improve their customer care.□
They should introduce new schemes to attract customers.□
They should find new ways to advertise their product□
They should introduce new services like internet which will make them unique in their
category.□
Thank you for your precious time
BIBLIOGRAPHY
92

93. BIBLOGRAPHY
93

94. www.google.co.in
www.scribd.com
www.tatasky.com
www.dishtv.in
www.go4dishnetwork.com
www.indiabroadband.net
www.dthindia.com
www.wikipedia.com
Homework Help
https://www.homeworkping.com/
Math homework help
https://www.homeworkping.com/
Research Paper help
https://www.homeworkping.com/
Algebra Help
https://www.homeworkping.com/
Calculus Help
94

95. https://www.homeworkping.com/
Accounting help
https://www.homeworkping.com/
Paper Help
https://www.homeworkping.com/
Writing Help
https://www.homeworkping.com/
Online Tutor
https://www.homeworkping.com/
Online Tutoring
https://www.homeworkping.com/
95