Dishtv launched a campaign to reposition itself and increase affinity with consumers. The campaign features Bollywood star Shahrukh Khan in seven avatars and uses the tagline "Sab Par Dish Sawar Hai" to position Dishtv as enabling passionate TV viewers. It aims to appeal to younger, actively engaged consumers by capturing people's craziness and passion for television through a catchy song and four television commercials with a budget of INR 25 crore. The campaign generated buzz on social media but does not clearly define its core target group or highlight Dishtv's unique benefits.

6. Financials Source: Dish TV website

7. Facts&Figures 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) 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

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

9. Source: www.dth.co.in

12. Previous campaigns

13. The New Campaign

18. Dishsawaarhai.com

19. We think the campaign…

21. And, we think the campaign is…

25. Thank you