Comparative study of dth tv & tata sky

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

INTRODUCTION


Page 2

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.


Page 3

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.


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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.


Page 5

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.


Page 6

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.

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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.


Page 8

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


Page 9

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


Page 10

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


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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.


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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:

Page 13

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.


Page 14

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


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COMPANY
PROFILE


Page 16

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

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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


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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

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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.


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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.


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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.


Page 22

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


Page 23

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


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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


Page 28

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


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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


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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


Page 31

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


Page 32

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.


Page 33

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


Page 34

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).


Page 35

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


Page 36

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


Page 37

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.


Page 38

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


Page 39

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


Page 40

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


Page 41

•

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


Page 42


Page 43

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


Page 44

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.


Page 45

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.


Page 46

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)


Page 47

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


Page 48

OBJECTIVES
OF THE
MARKET SURVEY REPORT


Page 49

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.


Page 50

LITERATURE
REVIEW


Page 51

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


Page 52

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


Page 53

~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


Page 54

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


Page 55

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


Page 56

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


Page 57

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


Page 58

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.


Page 59

RESEARCH
METHODOLOGY


Page 60

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.


Page 61

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.


Page 62

DATA ANALYSIS
&
INTERPRETATION


Page 63

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.


Page 64

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.


Page 65

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.


Page 66

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.


Page 67

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.


Page 68

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.


Page 69

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.


Page 70

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.


Page 71

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.


Page 72

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.


Page 73

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.


Page 74

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.


Page 75

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.


Page 76

FINDINGS


Page 77

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


Page 78

CONCLUSION


Page 79

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.


Page 80

SUGGESTIONS


Page 81

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.

Page 82

LIMITATIONS


Page 83

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


Page 84

BIBLIOGRAPHY


Page 85

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


Page 86

ANNEXURE


Page 87

(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


Page 88

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)


Page 89

Signature
Thank You


Page 90

Comparative study of dth tv & tata sky

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