Dish Tv----during DIGITIZATION---summer internship project report...by sumit mukherjee...

3. Under The Faculty Guidance Of: Presented by :
DR. Mohit Maurya
Sumit Mukherjee
NIILM-CMS

4. About us
India’s Consistent
pioneer and market leader
Asia with 31%
Pacific’s absolute
largest DTH share
Promoted and led
company. currently. by
Asia’s largest Consistent Subhash
Leader Chandra,
DTH Chairman, Essel
GROUP
Part of :
Promoted by
GROUP
India’s media
Having diverse presence across pioneer
media, packaging,
entertainment, India’s first & largest, fully
technology enabled integrated, media &
services, infrastructure & entertainment company.
development

5. Literature Review
 India has a total television population of close to 135 million, out of which 80%
have access to cable and satellite (i.e. 108 million)
 In 2005 Dish TV was the only player in the DTH industry and was registering
subscriber growth mainly in the areas where cable TV was not available
In 2007 CAS mandate was introduced in selected metro cities, where users had
to invest in a set top box
Spotting the opportunity Sun Direct launched its services in 2007 with a
drastically low one time cost involved for DTH subscriber(COMPETITIVE)
Every player came with innovative offerings
Air-Tel and Big TV offered free subscription for first few months etc.
Aggressive marketing campaigns
Statistics 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)
DTH has grown 77% in a year (2010-25mn and 2011-44mn CUSTOMERS)

6. WHAT ?
PHASE AREAS COVERED SUNSET DATES
It is the process of
I METROS- 1ST NOV,2012
converting DELHI,MUMBAI,CHENNAI,
KOLKATA
information into a II ALL CITIES WITH MARCH 2013
digital format. POPULATION > 1 mn(38
CITIES)
WHY? III ALL OTHER URBAN AREAS SEPTEMBER
(municipal 2014
corporations/municipalitie
Monitoring of s)
customers and to get
the exact VALUE for IV REST OF INDIA( DECEMBER
INCLUDING RURAL AREAS) 2014
the BROADCASTERS.

7. Product Overview
Set Top Box Dish Antenna
Viewing Card

8. The Concept - Direct to Home
NSS6
Broadcasters’ Satellite Dish TV
Satellite
Digital Signal
Digital Signal
Dish TV Antenna
at the Customer’s Premise
TV
Ku Band Uplink
Dish TV SET TOP BOX
Broadcast
Centre Digital Signal
No LOSS in Quality

9. Features
Digital Picture Quality Uninterrupted Viewing
Stereophonic Sound
Availability of HD Content
Capacity of 400 channels
Geographic Mobility
Pay Only for
What You Watch Facility of MOD/VOD

10. Dish TV Business Model
New
Acquisitions
Installations
Recharge/Renewal
After Sales Service

11. Channel wise Mapping
Non
Conventional(Gift
Shops/Chemist/Groc
ery Shop)
Electricals
Telecom
Trade
Traditional
trade(CD/DTH
outlets)

12. MARKET SHARE AIRTEL DIGITEL
6%
OTHERS
5%
BIG TV
12%
SUN DIRECT
20% DISH TV
32%
TATA SKY
25%
NEW MARKET SHARE
reliance big tv
10%
videocon d2h
11%
dish tv
28%
sun direct
16%
airtel tata
digitel 19%
16%
Source- business standard, aug’12

13. Main objective was to get the
feedback about the awareness and
keen interest to sell DISH TV during
the changing phase of revolution in
the DTH services.
It was an QUANTATITIVE RESEARCH
There were 800 respondent (sample size)
The data’s collected by me involves field
work and personal interview

14. DEALER'S AWARE ABOUT DTH DEALER'S KNOWS DISH TV
CONNECTION
42.80%
41.30% 57.20%
58.70% YES
YES
NO
NO
DEALER'S KNOWS ABOUT BEING THE DEALER'S KNOWS ABOUT THE MAX.
ASIA'S LARGEST HD CHANNELS PROVIDED
21%
15%
YES YES
85%
NO NO
79%

15. DEALER'S KNOWS ABOUT THE WHAT MARGIN OF %AGE EARNED BY
DIGITISATION HAPPENING IN DELHI THE DEALER'S BY SELLING ANY DTH
SERVICES
60%
50%
51.50% 48.50%
40%
YES WHAT MARGIN OF %AGE
30% EARNED BY THE DEALER'S
NO
20% BY SELLING ANY DTH
10% SERVICES
0%
10-20% 20-30% 30-40% 40-50%
IS THE DEALER READY TO SELL DISH DEMAND FOR VALUE ADDED
TV DURING DIGITISATION SERVICES(BY CUSTOMERS)
12%
36%
YES YES
64%
NO NO
88%

16. CUSTOMER SATISFACTION WITH ALL DISH TV RECHARGE MODE (SATISFACTION
PACKAGES OF DISH TV ( BY BY DEALER'S)
CUSTOMERS) EXCELLENT GOOD AVERAGE BAD
28%
10%
29% 12%
YES
72%
NO
49%
SOURCES OF AWARENESS
60.00%
50.00%
40.00%
30.00%
SOURCES OF AWARENESS
20.00%
10.00%
0.00%
NEWSPAPER AND ADS ON TV,RADIO FRIENDS , FAMILY INTERNET
MAGAZINES etc. , RELATIVE

17.  What is clearer than ever is that satellite TV is here to stay and will
play role in bringing television to mass around the world.
It is a fair cost to pay for getting 100 per cent transparency, no revenue
leakages, better pay revenues and more taxes in the future.
 it forces transparency across the value chain from broadcasters to
MSOs and cable operators
---GO DIGITAL---ENJOY THE DIGI WORLD OF ENTERTAINMENT---
----

18.  MARKETING team really needs to work hard on the brand building.
More attractive marketing tools need to be visualized in front of the
outlets and shops
If possible, dish tv can launch recharge system from the remote itself
Should have an unique ordering phone number (such as “ CALL TO
BOOK -60012345)

19. • Patience
• Listening Skills
PERSONAL • Adaptability
• Communication Skills
• Implementation of Managerial
ACADEMIC Theories of Motivation and
Consumer Behaviour.
• Usage of effective communication by
negotiation
• Route Management, development of
PROFESSIONAL dealer network
• Implementation of promotional strategy
specially price promotions
• Window display.