Dish TV is an Indian DTH satellite television services provider and division of Zee Entertainment. It was launched in 2004 with handful channels and has since become Asia's largest DTH player through expanding its rural customer base and channel offerings. Dish TV earns revenue from subscriber fees and carriage fees paid by channels. It has a large distribution network of dealers and distributors across India and also operates in other countries. The company faces competition from players like Tata Sky but has maintained an advantage through early entry and lower pricing.

1. Prepared by: Aditya Sarma
(10012236)
Surendra Swami
(10010841)
Market Analysis

2. Ghar aayi zindagi

3. Introduction
• Dish TV India ltd is an Indian company
engaged in the business of providing direct to
home(DTH) satellite television service, which
include telepot service, customer support and
transponder space leasing.
• Dish TV is a division of Zee Network
Enterprise.
• Dish TV was officially unveiled to public on 2nd
October 2004 with handful channels that too
of just Zee network and free to air on offer .

4. • Dish TV, the direct-to-home arm of Zee
Entertainment features at #5 in the list of
media companies in the Fortune India 500
roster of India’s largest corporations.
• Dish tv has presence not only in India but
also in several other nations

5. Rise of Dish TV
.
• In cable operators case, only few of
the customers got clear quality
picture.
• When dish TV was launched there
were 134 million households which
had TVs .
• Dish tv was initially started in the 4
metros of the country
• It later targeted the rural market
which had little access to cable TV.
• It soon became Asia’s largest DTH
player.
• Market growing at 17% growth rate
to 41,600 crore by 2015.

6. Business Model
• In the television value chain there are four different participants-content creators(UTV, Balaji
etc), Broadcasters(star plus, zee tv, colors),distributors and end user.
• Direct link between broadcasters and end user.
• It earns majorly from subscriptions and carriage fees
• The more people recharge more would be the earning.
• More deals with channels and thus more carriage fee.
• It was a successful as the prices were cheap as compared to the LCO and they also assured
of quality viewing experience as well as much improved customer service
• Per subscriber model which has led to decline in set top box cost ,the amount is paid from
subscription revenue.

7. Services
• 250 video channels and 21 audio channels.
• Customized features like Movie on demand service, South pack, Sports pack.
• Short term and long term subscription plans.
• Extra features like games, job search, banking etc

8. • Highest no. of HD channels.
• TV recording.
• Signal meter for checking signal strength.
• Multiple tv connections.
• Dish TV has a 24X7 call center with 1,600 seats in 11
different languages

9. Distribution
• It has 9,000 outlets to sell its wares, 100 vans to sell the kits and 150 Dish Care
centers.
• It has a huge distribution network of about 650 distributors and 45,000 dealers
spanning around 6,500 cities and towns across the country.
• Dish TV has presence not only in India but also in several other nations.

10. Promotions
• Sharukh khan is the brand ambassador of dish tv.
• It is the official sponsor of KKR.
• Dish Network and Southwest Airlines launched a partnership that will provide passengers
with free in-flight TV service and give new Dish subscribers a free airline ticket.
• Dish TV organized an event for its dealers along with their families in which the chief guests
were Jacques Kallis, Sunil Narine and Yusuf Pathan from Kolkata Knight Riders (KKR).
• Launch of HD services to provide services to kingfisher airlines.

11. Competition
• Being the first mover, Dish TV has
incurred huge expenses on spreading
awareness of the product and
launching brand building on a pan-
India basis.
• Tata sky entered in 2006 with latest
technology and cash.
• Due to this, they had to decrease
their prices considerably.
• Tata sky as an indirect marketing tool.
• Much better services than Tata sky
due to first move.
• Dish TV had advantage over tata sky
due to their low prices.

12. • DISH T.V
• TATA SKY
• BIG T.V
• SUN DIRECT
• D.D. DIRECT
• Airtel TV

13. SWOT Analysis
Strength S
• Brand Name
• Largest no. of channels.
• Large customer base.
Weakness W
• Skilled labor
• Satellite technology
• Viewer migration
• signals
Opportunity O
• Technology.
• Distribution.
• Value Adding
Threat T
• Climate
• Cinema halls
• Economic downturn
• Apple IP TV

14. PESTEL Analysis
Political
• Changing policies in foreign direct investment(FDI).
• DTH providers would be given a year's time to set up an earth station in India.
• Implementation of DAS(Digital Addressable System).
Economic
• Entertainment tax and service taxes.
• Inflation.
Social
• Younger generation is moving towards HD TVs.

15. Technological
• TV recording.
• Increase of bandwidth
• Transmission of HD channels .
Environmental
• Wheather conditions effect transmission.
Legal
• Profit share with TV channels.