The document discusses DishTV's campaign to reposition their brand and the initial effects. [1] It launched the new tagline "Sab pe dish sawaar hai" with Bollywood star Shahrukh Khan appearing in 7 avatars across 4 TV ads. [2] The campaign aims to portray DishTV as enabling passionate TV viewers by keeping their entertainment alive. [3] Early signs show the catchy song and tagline have generated buzz on social media, though it's unclear if the campaign defined its core target group or highlighted DishTV's unique features over competitors.

2. Objective
Dishtv repositioning
Campaign and it’s initial
effect

3. Indian DTH industry
• The television population of India is approx. 150 million
and 80% of it have access to cable and satellite
• 5 yr old industry; growing & competitive 7 player market
• 2005: Dishtv only player
• 2006: 1million DTH subscribers
• 2007: CAS mandate introduced; SunDirect launched
• Tata sky, BigTV, Airtel, Videocon folllowed suit
• DTH has a 25% market share with more than 35.5 million
DTH subscribers (as of 30th June 2011)
• Better sound/picture quality; price disadvantage
Source:
www.rncos.com/Repor
t/IM198.htm

4. The growth story
•World’s largest DTH market by 2012 (Source: MPA)
• Expected to grow at 24% CAGR
• Rural areas real growth drivers
•Market share
Cable TV DTH
2011 70% 25%
2020 65% 35%
•Cable & satellite TV penetration to grow to 90%
• Subscription revenue growth @12% CAGR; industry
sales to reach $12.1 billion by 2015
•Advertising market to grow at an average17% p.a
over 2010-15
Source: www.livemint.com/

5. Quick facts
• Dishtv is a division of Zee Network Enterprise (Essel Group Venture)
• India’s first direct to home (DTH) satellite TV service; launched in year
2004; current market leader
• Provides features such as Electronic Programme Guide (EPG),
parental lock, games, 400 channels, insta flip, interactive TV and
movie on demand
• Dish TV has its own platform for more than 330 channels and services
including 22 audio channel and 43 HD services with a subscriber base
of 11 million
• Products: Dish Standard STB, Dish truHD (2011), Dish on wheels,
Dish Freedom
• Competitors : Cable television , Airtel digital TV, Reliance Big TV, Tata
Sky, Sun Direct, and Videocon D2H

6. Financials
Dish TV website

7. Facts&Figures
Subscriber acquisition No. of Subscribers (Million)
Subscribers FY ‘11 (as of 30 June ‘11) 11.2
Subscriber addition in Q3 FY ‘11 0.74
Subscriber addition in FY ’11 (Q1-Q3) 2.04
Total subscribers FY ‘11 12.5
FY ‘12 Subscriber acquisition target 3
Details Value
DTH subscriber acquisition cost Rs. 2124 (from Rs.2232 in Q2)
HD Subscriber acquisition Cost Rs. 3000
Subscription Revenue 4.25 bn (up by 37.6%)
ARPU Rs.152 ( Rs. 150 in 2010)

8. Market Scenario
DTH Operator Launched in
June 2005
Dishtv
November 2008
Airtel digital TV
September 2006
Tata Sky
March 2008
Sun Direct
September 2008
Big TV
April 2009
Videocon d2h
www.dth.co.in

9. www.dth.co.in

10. Price comparison
•Rest of India
•South Pack
DTH provider Base pack Base pack
DTH HD
Tata Sky Rs.1650 Rs.2800
Dishtv Rs.1590 Rs.2690
Videocon D2H Rs.1690 Rs.2790
Airtel dth Rs.1590 Rs.2890
Reliance BigTV Rs.1590 Rs.2890
Sundirect Rs.1590 Rs.3690

11. Future plans
• Dish TV plans to raise up to $200 million from
overseas investors. The company has applied to
the Foreign Investment Promotion Board (FIPB)
for approval.
• Fy’12 target of acquiring 3mn customers
following mandatory digitization by government.

12. Previous campaigns

13. The New Campaign

14. Why reposition?
• Objective: To increase bonding and affinity with consumers
• Communication strategy : to align brand's core promise to
appeal to the thought leaders in TV entertainment
consumption, the immersed passionate viewer.

15. About the campaign
• Repositioning exercise
• Tagline: “S P Dish S
ab ar awar Hai”
• Launched: 17th January 2012
• Brand ambassador: Shahrukh Khan in seven avatars
• Big idea: Position Dish TV as a thought leader; a brand which
enables the immersed, passionate viewer to keep his passion alive
• Ad Agency: McCann Erickson
• Song written by Prasoon Joshi ; Composed and sung by Amit trivedi
• Old campaign: “G ha r A y i Zind a g i”
a
• Advertising budget: INR 25 crore for phase 1
• Ad plan: 4 TVCs to be rolled out
• TG: young and entertainment savvy dishtv consumers
• Based on: Consumer insight about TV viewing habits

16. Some insights from dishtv
research
• TV - a ‘sitback’ medium
• TV – primarily a source of entertainment than
education
• A lot of people are passionately involved – do
not like obstruction while watching TV

17. Marketing initiative
• TVC - 4 ads in phase 1
• Launched ‘Dishsawarhai.com’ – activity based
• Created facebook and twitter pages
• Launching song as an anthem
• Audio led ground activation to promote the
anthem

18. Dishsawaarhai.com

19. I think the campaign…

20. has an ulterior objective..
• Subscriber additions after October
witnessing a slowdown
• To acquire new consumers basis mandatory
digitalization by government
• To retain market share

21. And, we think the campaign is…

22. • Witty; Realistic ; noticeable
• Catchy tag line and song
• Aptly captures the craziness and passion some people
have for TV
• Captures various segments of TV viewers
• More appealing to younger and actively engaged set of
consumers.
• The song “Sab pe dish sawaar hai” communicates the
passion well
• Also,brings forth the effect of TV on consumers

23. • Generated enough buzz
fac ebook
• Like- 80,276; Talking about-
4,498
• Download Dish TV Anthem
• Dish Sawaar Hai Game
twit
ter
•3000 Followers
•Positive tweets about
the new campaign.

24. • However, core TG undefined: non DTH, other DTH users
or Dishtv users?
• Fails to highlight Dishtv benefits/unique features; just
shows the impact of multiple channels on viewer’s of
today
• Just revolves around passion in people
• Shahrukh reduced to a prop - 7 avatars- purpose unclear

25. BY:-- Yogesh Kumar