Comparative Analysis of Customer Satisfaction For Dish TV and Different DTH Player in

“COMPARATIVE ANALYSIS OF CUSTOMER SATISFACTION FOR
10
DIFFERENT DTH PLAYER IN RAIPUR CITY”
INTRODUCTION- MEDIA INDUSTRY
Media, the fourth estate, when entwined with the entertainment component represents an
effective facet of consumers in India. Technology has played a key role in influencing the
entertainment industry, by redefining its products, cost structure and distribution.
The Indian Media and Entertainment (M&E) industry stood at US$ 12.9 billion in 2009
registering a 1.4 per cent growth over last year, according to a joint report by KPMG and an
industry chamber. Over the next five years, the industry is projected to grow at a compound
annual growth rate (CAGR) of 13 per cent to reach the size of US$ 24.04 billion by 2014, the
report stated. Additionally, the gaming segment is expected to be the fastest growing sector in
the M&E industry. The sector showed a 22 per cent growth in 2009 and is expected to grow
at a CAGR of 32 per cent to reach US$ 705.2 million by 2014, while the animation segment
is expected to record a CAGR of 18.7 per cent in the next five years as per the joint report.
TYPES OF MEDIA
Television
The Television industry in India is witnessing a major change over with even several actors
and actresses from the Bollywood industry making a career shift. Digital network like direct
to home (DTH) have helped television reach to millions of viewers across the country.
Mobile TV where picture can be relayed to mobile phones is in the early stage of
development and has got a tremendous future. The Television industry witnessed a surge in
the number of channels; viewers had a wider range of channels to select from. Leading
studio's from Hollywood like Turner and Warner Bros have shown keen interest in the Indian
market. It is believed that more than 100 new channels across various segments would be
launched in the next one year.
11
Music Industry
The music industry again has witnessed a tremendous growth. The Industry used to be
dominated by film songs until recently, has diversified into other segments ranging from
Indian classical to Western music. There is a mature market available to the Industry to cash
in. Availability of quality audio cd's and digital music has enhanced the end users experience
in listening to music. Unfortunately piracy is the bane for the music Industry. To counter
rampant piracy, the Indian Music Industry (IMI) has announced the starting of Music Mobile
Exchange (MMX), a body that encourages legal music downloads. The IMI has enrolled the
services of 142 music labels to further their cause. Some of the major brands like Saregama,
Tips, Venus, Universal, Sony, EMI and Aditya music with a combined market share of over
70% business are part of the consortium.
Journalism
The conventional newspaper has made tremendous progress since its inception, but with the
advent of internet, it is facing immense pressure from new media like Cyber Journalism.
Journalism has to gear up to the new competition, if it has to continue to be relevant and read
in today's context. Cyber Journalism itself is evolving and it cannot be taken as a continuation
of the print media. In Cyber journalism the information can be conveyed in three different
formats-text format, audio mode and video clip. It would still take some time for
Cyber Journalism to mature and carve a niche for itself.
Cyber Journalism is different from the print media in the following areas:
News Cycle, Updating Frequency, Packaging, Knowledge Links, News Vehicles
Advertising
This field has evolved from being a traditional copy writing, brand building, media planning
and client servicing to new dimensions like internet marketing, image management, media
research, graphic design etc. It is a rapidly growing industry which influences the consumer
taste and preference.(11.1)
(11.1)23/07/2010,12:32 IST ENTERTINMENT AND MEDIA, http://www.ibef.org/industry/mediaentertainment.aspx

12
Radio
Radio industry is estimated to have grown at a CAGR of 9 percent over 2006-09. It is

estimated to have reached a size of Rs 7.8 billion by end of 2009, a decline of 0.3 percent
over the previous year. It is expected to grow at a CAGR of 16 percent over 2010-14 and
reach a size of Rs 16.4 billion by 2014.
Public Relations
Public Relation is extremely vital to create a positive image of a company. Massive foreign
investment, privatization and initial public offerings by Indian companies have resulted in a
rapid growth for this sector. Before companies used to have public relations department
internally, but in recent times with increasing demand for PR, companies specializing in PR
have been established. Be it corporate or, media, IT, entertainment or media every business
venture requires a PR organization to create awareness about them.
Future Trends
The Indian Media and Entertainment industry is forecasted to grow at an annual growth rate
of 19 per cent to reach Rs 83,740 crore by 2010.(12.1)
The forecasted CAGR of various segments of the Media and Entertainment industry in
India till 2010 is:
• Radio - 32%
• Music - 1%
• Television - 24%
• Film Industry - 18%
• Print Media - 12%
The forecasted size of the various segments of the Media and Entertainment industry in
India till 2010 is:
• Radio - Rs 1,200 crore

• Music - Rs 740 crore
• Television - Rs 42,700 crore
• Film Industry - Rs 15,300 crore
13
•
12.1,22/07/2010,15:21 IST, Media and Entertainment, http://www.tradechakra.com/indian-economy/service-sector/media-
entertainment.html, 16/07/2010.
12.2, 2010,16:11 IST, Media and Entertainment FICCI-KPMG report, March 16, 2010, Media & Entertainment Industry projected
to grow at 13% over next five years to INR 1091 bnIndustry – PEST Analysis
Media
Political Environment
Initially Government owned Doordarshan was the only channel in India, which
enjoyed monopoly for a long time. However, in early 1990s government liberalised several
policies and opened gates for cable operators. It attracted several private channels into Indian
Television Industry. Slowly government realised more potential of Television Industry and
further freed up various policies. In 2003 ban from Ku band was lifted which allowed DTH
service in Television Industry. In 2007 CAS (Conditional Access System) was introduced
which revolutionized the DTH industry. From various steps taken by Government it can be
noted that it always has supported Media Industry in India.(13.1)
Economic Environment
Over the past 10 years, India has emerged as one of the fastest growing economies. It
represents the fourth largest economy in terms of ‘‘purchasing power parity’’ The Indian
Entertainment and Media industry is expected to significantly benefit from this fast economic
growth, as this industry is a cyclically sensitive industry that grows faster when the economy
is expanding. It also grows faster than the nominal gross domestic product growth during all
phases of economic activity due to income elasticity wherein when incomes rise,
proportionately more resources get spent on leisure and entertainment and less on necessities.
(13.2)
14
13.1,FICCI, March 2007, The Indian Entertainment and Media Industries - A Growth Story Unfolds
Social Environment
13.2,24/07/2010 12:00 IST ,India 4th largest economy in PPP terms, from http://www.rediff.com/money/2005/apr/18eco.htm
Media Industry has evolved itself as Information hub. It has revolutionized Social
aspects of the country. With increasing spending power of Indians and lifestyle changes,
Media has become an important aspect of Indian Social Environment. The global exposure by
means of media has admirably changed the attitude of urban population making them more
aspirant. Not only this, Media Industry has also started making its presence in Rural India.
Though the Industry has also been criticised for harming Indian Culture but despite of various
challenges Media Industry has evolved as the most important portion of Indian Social life. It
has successfully created a society which is more enlightened towards Media.(14.1)
Technological Environment
Media Industry has become very dynamic due to the pace of technology evolution. It
has become essential for every Media house to be innovative and adopt latest technology, to
survive the competition. Moreover, Consumers demand much more personalised content,
which requires high integration of technology.(14.2)
15
14.1,FICCI, March 2007, The Indian Entertainment and Media Industries - A Growth Story Unfolds
14.2,24/07/2010 12:00 IST ,India 4th largest economy in PPP terms, from http://www.rediff.com/money/2005/apr/18eco.htm
16
DTH INDUSTRY
Since its inception in 2003, the Indian Direct-To-Home (DTH) TV industry has been growing
at a rapid pace. This growth has been supported by huge investments by the existing and new
players. Defying the global trend of economic crisis, DTH industry posted significant growth
In 2008 and 2009.
The DTH market acquired around 16 Million subscribers by the end of 2009, an increase of
approximately 44% over the 2008 levels. With the entry of new players in the Indian DTH
industry, competition is getting intense. Due to this intensifying competition, installation
prices are declining and subscribers have a wide range of options to make choices.
The reason for high growth in DTH subscriber base can be attributed to the fact that quality
of service delivered by DTH is superior as compared to cable or any other medium. Since
DTH TV industry is currently in growth phase, it is expected to attract a large number of
subscribers in near future. As per our new research report “Indian DTH Market Forecast to
2012”, the number of DTH subscribers is projected to grow at a CAGR of around 18% during
2010-2013 to 39 Million by 2013. In 2008, the DTH subscribers accounted for only a small
proportion (less than 10%) of total number of TV households in India, which were 119
Million, representing a huge future growth potential. (15.1)
15.1,25/07/2010,10:43 IST DTHINDUSTRY,http://www.officialwire.com/main.php?action=posted_news&rid=154441

17
Current Scenario
Currently, the Indian DTH market is being served by six private players - Dish TV, Tata Sky,
Sun Direct, Big TV, Airtel Digital TV and Videocon D2H. For the purpose of research, we
have not included Doordarshan which is a free DTH service provider. The report contains
comprehensive information about all the DTH service providers in India, with focus on in-
depth analysis of their strengths and weaknesses. It also explains the reason why all the
incumbent players have been investing huge amounts in the promotion and marketing of
DTH services in the country.
In the early 2008, five major players, Zee‘s Dish TV, Tata Sky, Reliance ADAG, Sun
Direct and Bharti Telemedia formed an umbrella body – DTH Operators Association of India
(DOAI). Dish TV is the largest DTH provider with a subscriber base of around 5 million,
Tata Sky, a DTH joint-venture Company between Star (owned by Rupert Murdoch) and the
Tata Group (20:80), now has around 3.4 million connections and the forecast for 2012 is that
it will further increase to eight million, Sun Direct, the 80:20 JV between the Maran family
and the Astro Group of Malaysia, over 2.3 million, Big TV about 1.2 million and Airtel
Digital TV about 0.3 million subscribers (Source: Business Standard, May 1, 2009).
According to sources, DD Direct Plus has a subscriber base of about 3-4 million subscribers,
mostly in the remote corners of the country not connected by terrestrial or cable television.
DTH operations in India could be enhanced if the dearth of satellite capacity is removed by
increasing the number of available Ku-band transponders that at present is 12 on Insat 4A,
which in turn would mean more channels for viewing.
Tax burdens on DTH are another area of complaint for operators. Around 40 per cent of
revenues are siphoned off to pay taxes and license fee and another 12 per cent for services
imposed by the Central government. Apart from this, there are entertainment taxes that differ
from state to state.
DTH stands for Direct to Home which is a direct mode of transmission between Broadcaster‘
and Subscriber’ through satellite.
Broadcast centre collects the signals from different programming sources (like Sony, Zee, and
Star). It processes the Signals and beams it to the Satellite. (16.1)
16.1,25/07/2010, 11:32 IST http://www.saveondish.com/forum/indian-dth-market-forecast-to-2012-t-24815.html,20/07/2010.

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Porter’s Analysis of DTH industry
1. Threat of substitutes:
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.
• 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 TV. The transmission could be received
using a low cost Yagi antenna. However, due to lack of attractive content it does not seem to
be a formidable threat for DTH.
• Cable TV
Cable TV currently operates in 2 modes viz. through CAS covering cities like Chennai,
Delhi, Mumbai and Kolkatta, and through non-addressable system in the rest of the country.
As seen from the above diagram Cable TV enjoys the maximum share as compared to other
medium. In case of CAS controlled areas, the subscriber has to buy Set Top Box (STB) to see
the pay channels. On the other hand, in areas where non-addressable system is used, nearly all
the channels are available without the need of any separate receiver by paying anywhere
between Rs 100 to Rs 350 per month depending on the place.
Due to phenomenal reach of Cable TV, it poses a serious threat to the growth of DTH
industry.
19
2. Bargaining power of suppliers:
DTH industry relies on three major supplies: 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 overtaking Japan as Asia‘s largest DTH, the
bargaining power of Indian DTH operators with CPE supplies have increased.
However, the availability of transponders is increasingly becoming difficult. The Ku band
transponder is generally provided by Astrix, the commercial wing of ISRO either through its
own satellites or by leasing transponders from suppliers. With only two domestic satellite
launches between 2007 and 2010 an d increasing DTH players, Astrix is in a better position
to use DTH as its cash cow for the next 5 to 10 years. Also the crash of INSAT 4C and NSS-8
has worsened the situation of DTH players.
As there is not much of regulation particularly in terms of channel pricing, acquiring content
from the broadcasters is also difficult. DTH vendors are at the mercy of the broadcasters.
3. Bargaining power of buyers:
With enough options to choose both from the pont 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.
Customers will continue to have a high bargaining power until DTH platforms try to
differentiate them as superior players with better content and clarity
4. Inter firm rivalry:
With 6 operational players, the inter firm rivalry is quite high. The competition from state
owned DD-Direct to private players is negligible from the content point of view as. Between
Dish TV and Tata Sky there is an intense rivalry exhibited by price wars and discount
schemes offered to new Other than price wars and intense competition in increasing 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
20
respectively. The channels indirectly refuse content fexorbitantly or mandating that all the
channels of their bouquet to be transmitted when the vendor is already capacity constraint.
5. Threat of new entrants:
With already 6 players in the DTH space, threat of new entrants is relatively low. There is
already enough competition which will discourage new firms to enter this business. While
getting a license is relatively easy, the barriers to entry are high when it comes to pr icing of
CPE and getting the connections. Being the first mover, Dish TV has price. (19.1)
21
15.1,22/07/2010,12:36 IST, PORTERS FIVE FORCE ANALYSIS OF DTH INDUSTRY,

http://www.docstoc.com/docs/20770199/dishTV-analysis-report,15/07/2010.
PLAYER’S
DISH TV:-
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+ is. Dish TV
started its service in Pakistan with the collaboration of Budget Communication.
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.
Dish TV is a DTH satellite television provider in India, using MPEG-2 digital compression
technology, transmitting using NSS Satellite at 95.0. Dish TV’s managing director and Head
Of Business is Jawahar Goel who is also the promoter of Essel Group and is also the
President of Indian Broadcasting Foundation .
22
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, speciality 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 channels and paying for them.
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 exclu1.6 Position /stage of Dish TV in product Life cycle.
Type of Product services 26 save national and international channels for the first time in
India.
21.1,26/07/202109/12:36 IST, DTH (Direct To Home) TV in India, Features and Price Comparison, January
http://teck.in/dth-direct-to-home-tv-in-india-features-and-price-comparison.html
23
Vision of the company:

To be the leader in changing the way the world communicates by providing innovative
technology, quality products and dynamic services.(21.1)
Mission of the company:

To place our satellite 1.6 Position /stage of Dish TV in product Life cycle dish in every
home, school and business throughout the world.(22.1)
CUSTOMER PREMISE EQUIPMENT (CPE)
The Equipment or Customer Premise Equipment (CPE) consists of the following:

 Dish Antenna with LNB
 STB with Remote
 Pre-activated Viewing Card
The Dish Antenna is installed at an appropriate location at the customer's premise. It is then
connected to the STB through a cable. The cable in turn, is connected to the TV set.The
encrypted TV signals are received from the satellite on the Dish Antenna and transmitted to
the STB. The customer is also provided with a Viewing Card, which is inserted into a slot in
the STB. The Viewing Card decrypts the TV signals chosen & paid for by the customer, for
better clarity of viewing on TV.
PRE-ACTIVATED VIEWING CARD
This card is just like a SIM card of mobile phone. To receive dishtv signals, this card needs to
be
activated after installation. Every VC is uniquely numbered. This number is of 11 digits
followed by a hyphen and 1 digit after that. You can locate this on your VC. For Example:
01500010000-1. No 2 VC‘s can have same serial number. The viewing card is pre-activated
so that you can start watching the channels as soon as you get your dishtv installed.
22.1,26/07/2010,15:32 IST, http://www.scribd.com/doc/33807723/Summer-Report-on-DISH-TV

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DISH ANTENNA
Dish TV has a small Ku-Band Satellite Dish Antenna (approx. 60 cm diameter). It has a LNB
(lownoise block) that amplifies and down converts the signal. This signal is transmitted to the
STB.
The dish antenna is installed at an appropriate location on the roof ( terrace / balcony or
suitable location ) .It is connected to the Set Top Box( STB) through a cable which in turn is
linked to the computer / television set. Then the Viewing Card is inserted into a slot in the
STB(23.1).
DISHTV ON COMPUTER A DUAL ADVANTAGE

DISHTV bring to you yet another first in its bouquet of services - DISHTV on
Computer'.'DISHTV on Computer' is the first of its kind in India, by making your computer
double up as a television it gives you 'LIVE DIGITAL TV' right on your workstation. You
also get an added benefit, the set top box comes with a dual advantage – it works with your
computer AND your TV.Yes! With this magical product, up to 100 + channels will now also
be available on computer, bringing to you Live News, Live Sports, Live Business news along
with Active services, Movie-On-Demand, Gaming, EPG, etc.
23.1, 26/07/2010,19:05 IST , DISH ANTENNA , http://en.wikipedia.org/wiki/Satellite_dish.

Promoters of company
23.2,26/07/2010, 20:10 IST, DISHTV ON COMPUTER A DUAL ADVANTAGE , http://www.dishtv.in/dishtv-on-
tv.aspx
25
(i), Ambience Business Services Private

(ii) Delgrada Limited,
(iii) Afro-Asian Satellite Communications Limited,
(iv) Jayneer Capital Private Limited,
(v) Churu Trading Company Private Limited,
(vi) Ganjam Trading Company Private Limited,
(vii) Premier Finance & Trading Company Private Limited,
(viii) Prajatma Trading Company Private Limited,
(ix) Lazarus Investments Limited,
(x) Briggs Trading Company Private Limited
(xi) Essel Infraprojects Limited and
xii) Veena Investment Private Limited.
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Market Position
Dish TV India‘s first DTH service provider launched in October 2003 is the market leader
with 6.4 million subscribers. Dish TV continues to be a market leader with 30% market share
in 7 player scenario on date, with sizeable sales and distribution infrastructure of over 650
distributors and 45,000 dealers across 6500 towns – once again, the largest in the category.
These reach into far flung markets enables building of a diverse subscriber base across
consumer segments, which are supported by its rich content of regional channel offerings.
Dish tv has maintained its leadership position through an improved market share of all
DTH subscribers. New offers, extensive marketing campaigns have contributed to impressive
subscriber acquisition and are committed to provide the best value to our customers and
investors by enhancing operational efficiencies and by leveraging economies of scale. (24.1)
Market challengers
The gap between the leader and the challengers is decreasing because of the
increasing competition and promotion strategy followed by each player.
SUN DIRECT :-
Sun Direct is an 80:20 Joint Venture between the Maran family and Astro Group of
Malaysia. Its headquarters are located in Chennai, Tamil Naidu. With 170+ TV channels and
31 Radio channels, Sun Direct has a subscriber base of 3 million (April 2009) Sun Direct has
a basic pack of Rs 75 monthly subscription which is the lowest price-point compared to the
other service providers. Sun Direct was also the first DTH operator to introduce HD in India.
(24.1)
24.1,26/07/2010,12:32 IST, http://www.scribd.com/doc/33807723/Summer-Report-on-DISH-TV.

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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.
Based in Mumbai, the company has three call centres (Pune, Chandigarh and Hyderabad).
Strengths Weaknesses
1. Leveraging on brand TATA and High 1. Second Mover after Dish TV who
brand recall captured Market Share
2. Technological expertise with 2. Cannot match free service like DD
Newscorp‘s DTH arm Sky 3. Currently Does not offer free Set Top
3. Superior Picture quality Box like Dish TV
4. Leads in introducing new packages & 4. Litigation due to issues related to sports
Services channels which it lost
5. Customer service 5. Dependency on broadcaster and had
6. Rural penetration through ITC E- issues with Sun TV
Choupal and Godrej Aadhar
7. Interactive channels and program
guides
8. Innovative Product offering Tata Sky
Plus
Opportunities Threats
1. Larger disposable incomes with India 1. IPTV provides superior technology if
2. Tapping niche markets with Better implemented
28
service and Product offering 2. Cable Set top Boxes provide easy
3. Expansion of distribution network switching due to negligible switching
through exclusive stores costs

4. Interactive advertising – Tie up of with 3. Increasing Competition internally
Samsung 4. Dependency on CPE suppliers to some
5. Increase in number of TVs sold extent
6. Increase in the geographical 5. High dependence for transponders on
boundaries with Rural Market untapped ISRO
7. Growing demand for quality of service 6. Dependency on broadcasters for their
in the form of DTH over Cable channel content and thus increase in cost
8. CAS being made Compulsory would 7. Videocon may enter DTH by building its
encourage switch. own set top boxes.
9. Value Added Services are gaining 8. No Exclusivity in Content and Rule of
steam. ‗Must Carry‘
9. Cap on Investment (20%)
10. Interoperability Regulations
11. Cap on foreign Investment
(25.1)
Airtel digital
25.1,27/07/2010 17:23 IST ,http://www.tata.com/company/profile.aspx?sectid=xYlRmUNSmZM=.
29
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
Strengths Weaknesses
1. Leveraging on brand Airtel and High 1. Fourth Mover after Dish TV who
brand recall captured Market Share
2. Superior Picture quality 2. Cannot match free service like DD
3. Leads in introducing new packages & 3. Big Players having large market share
Services. 4. Litigation due to issues related to sports
4. Recording System channels which it lost
5. Customer service
6. Large customer in telecom services.
7. Interactive channels and program guides
Opportunities Threats
1. Larger disposable incomes with India 1. IPTV provides superior technology if
2. Tapping niche markets with Better implemented 2. Cable Set top Boxes
service and Product offering provide easy switching due to negligible
3. Expansion of distribution network switching costs
through exclusive stores 3. Increasing Competition internally
30
4. Increase in the geographical boundaries 4. Dependency on CPE suppliers to some

with Rural Market untapped extent
5. Growing demand for quality of service 5. High dependence for transponders on
in the form of DTH over Cable ISRO
6. Value Added Services are gaining steam. 6. Dependency on broadcasters for their
channel content and thus increase in cost
7. Videocon may enter DTH by building its
own set top boxes.
(28.1)
28.1,22/07/2010,13:27 IST, http://www.airtel.in/HD/digitaltvhd/index.html.

282., 22/07/2010, 14:32 IST, http://www.rcom.co.in/Rcom/personal/home/index.html.
31
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.
. Reliance BIG TV's retailer network is spread across 100,000 outlets in 6,500 towns in India.
This was literally unheard of in the DTH industry. They had effectively out-stripped the
competition here. When it came to pricing – packaging, their introductory offer stood at Rs.
1,490/- with 3 to 6 months of free subscription. They also introduced 32 Pay-Per-View Movie
Channels, the highest by any DTH player. Not just that, while other players made subscribers
pay for each movie, Reliance BIG TV introduced the unique concept of Subscriber-Video-
On-Demand (SVOD) under which the subscriber paid a monthly subscription of Rs. 50/- to
get a 24 x 7 access to the 21 PPV channels showing Hindi and Regional Films. We were also
the first to introduce dedicated PPV channels for Marathi, Gujarati and Bhojpuri films.(28.2)
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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)
Subscriber Base (Feb, 2010)
Players No of Subscribers(in millions)

Dish TV 5.3 Million
Sun TV 4.8 Million
Tata Sky 4.5 Million
Reliance BIG 2.23 Million
Others 2.24 Million
Total 19.07 Million
(29.3)
MARKET SEGMENTATION
29.1,27/07/2010, 17:34 IST, http://www.d2h.com/WSC/index.aspx.

29.2,27/07/2010, 17:45 IST, http://en.wikipedia.org/wiki/DD_Direct%2B.
29.3,27/07/2010, 18:12 IST, http://www.dataxisnews.com/?cat=30&paged=7.
33
MARKET SEGMENTATION
Geographic segmentation
In terms of geographical location, North India and Western India together contribute over 8
million DTH subscribers, while the southern market contributes 3 million. The states of
Maharashtra, Goa, Punjab, Uttar Pradesh, and Rajasthan are the leaders in DTH subscription,
contributing over 6.5 million DTH connections to the overall base.
Urban and Rural:
In order to cater to the diverse taste and needs of both urban and rural people operators
provide entirely different range of services and offerings. In rural areas, fleet of vans for
demos, installation as well as selling hardware and pre-paid vouchers are being used. Most
players are building up their subscriber base by targeting viewers outside the big cities, which
suggests that about 60 per cent of DTH subscribers reside in rural areas and towns with a
population under a million.(30.1)
30.1,28/07/2010, 20:00 ,Television Point, http://www.televisionpoint.com/news2009/news fullstory.php?

id=1252499760
34
Region and States:

DTH service providers give special offers where regional and sports channels are viewed the
most. Silver subscription available in Tamil Nadu, Kerala Karnataka & Pondicherry only,
ultimate sports bonanza offer - Rs 2490 with 12 Months of Silver subscription available in
Andhra Pradesh only.
Demographic segmentation
AGE and GENDER:
Most of the players in DTH offer niche channels to create a unique and exciting offering for
its viewers of every age and gender segment. DTH industry mainly concentrates on women
who don’t like missing their daily soap and news more ever women are able to learn English
speaking which is a very special feature of DTH. DTH also concentrates on children also by
providing them games, dictionary, some discovery videos specially inbuilt, math’s, and
science and social knowledge. It also focuses on old people as it has updated videos of
various holy and religious places. Example- Dish TV recently launched ‘Children Films
Festival’ with a bouquet of over 25 super-hit films across various categories priced at Rs. 25/-
per movie. thus targeting the children segment. Besides this value added services like Games
Active, Bhakti active services etc carters to needs of customers from various age groups and
gender.
INCOME:
DTH service provider gives various recharge options to consumer according to the income
like silver pack, golden pack, diamond pack etc.
Behavioural Segmentation
OCCASIONS:
DTH operators come out with new offers of channels or new buyer schemes at relatively
cheaper rates on occasions of festivals or major sports events. For example it offers benefits
to customers like: In a cricket match choosing the language of the commentary, camera
angles, know player statistics and watch match highlights at our will. (31.1)
31.1,28/07/2010,15:56 Catalog Dish TV

35
SWOT ANALYSIS OF DTH
STRENGTH
Dishtv was the first entrant in the DTH category and has thus become synonymous with the
satellite TV broadcasting business in India. Leveraging its lineage with the Zee group, dishtv
has built acommendable brand and relevant product that answers the consumer needs‘for
quality entertainment. Some of the inherent strengths
stem from a strong presence all across the geography of India, consumer friendly and pocket
friendly multi-tiered and customizable regional packages, abundant transponder capacity to
support its widest content basket, a very strong and diversified content offering addressing
consumers with diverse needs of genres and languages, an extremely cost conscious structure
and a superior technology for the entire gamut of services. The technological edge and
differentiation with respect to other brands stands exemplified through its unique offerings of
mobile dish with presence in aircrafts (Kingfisher), navywar ships, mobile vans and selected
railway saloons.
WEAKNESS
The subscriber acquisition cost is still very high. However, compared to the current industry
benchmarks, it stands at the lowest by far. The cost towards acquiring consumers is under
constant scrutiny in an endeavor to bring it down. In a market trend of consumers down
sliding on the packaging tiers, due to more value being packaged at the lowest packs, dish tv
has exhibited a growth in ARPU. However, ARPU continues to be an area of concern with
the constant endeavor to monitor, upgrade and enhance the revenues.
OPPORTUNITIES
India‘s 127 million television owning households, which define the potential depth
for the DTH category, will act as a low hanging fruit for adoption. The further roll out of
CAS by the new Government, into more towns will impact the growth rate of the DTH
category and trigger consumers to make a decision between digital cable and DTH, thereby
aiding faster expansion of the digital entertainment world. Enrichment of Value Added
Services (VAS) basket with gaming and a host of active services, some going pay, will
36
continue to be opportunity areas for revenue enhancement. An eventful sporting calendar

with the ensuing Commonwealth games and a series of Cricketing tournaments will act as a
catalyst for this category too. The recent stabilization and a revived hope for bouncing back
of the economy as early as the second half of this year will facilitate faster adoption of the
category. Emergence and growth of traffic at the organized retail chains like Big bazaar,
Next, The mobile store, Reliance digital etc. will also add more visibility leading to better
acceptance of the product.
THREATS
DTH is currently a six player market. Price cuts and reduced margins, spurred by severe
competition, can pose a threat to revenue enhancement. Improved quality of services by
digital cable and IPTV players are potential threats. Churn management and retention cost
scan negatively impact bottom-lines unless constant attention and Strategy is deployed to
manage and control the subscribers base.
37
Competitors
• Sahara Samay- Madhya Pradesh,
Sahara Samay MP/ Chhattisgarh is a 24 hours, free-to-air Hindi news channel from
the bouquet of Sahara Samay. Launched on October 16, 2003, the channel has revolutionized
the concept of news broadcasting with its unique approach to showcase the regional news
with a wider perspective. Sahara samay is surveing five regional news channels in India.
Sahara Samay MP/ Chhattisgarh’s role as a bold, independent and objective channel is
increasingly being appreciated and applauded by viewers spread over both the states, with
five Bureaus located in prime cities of the two states - Jabalpur, Gwalior, Indore, Bhopal and
Raipur and over 150 reporters.(34.1)
Sadhna News- Chhattisgarh
In a bid to expand its offerings, Sadhna Media is launhing a 24-hour regional news channel,
Sadhna News MPCG, in the states of Madhya Pradesh and Chhattisgarh. The channel will go
on air on June 29 at 6 pm. Meanwhile, the company is planning to launch four more news
channels in Uttar Pradesh (‘Sadhna News UP’), Uttarakhand (‘Sadhna News Uttarakhand’),
Rajasthan (‘Sadhna New Rajasthan’) and Punjab (‘Sadhna News Punjab’).(34.2)
38
34.1,23/07/2010, 13:30 IST, SAHARA SAMAY, http://www.techenclave.com/dth-cas-iptv/dishtv-add-sahara-samay-

mp-chattisgarh-123099.html, 21/07/2010.
34.2,23/07/2010, 13:46 IST http://www.exchange4media.com/e4m/news/fullstory.asp?
section_id=6&news_id=31231&tag=26142
E TV News- Madhya Pradesh
Heartbeat of the Hindi heartland, ETV MP serves many infotainment programmes. It is

popular for its mixed bag entertainment which serves for both its urban and rural viewers. Its
authentic, informative, news based- current affairs programmes, breaking stories and in-depth
features mirrors true face of the state as well as the potential of the vernacular media in the
Indian market.
Rozana, Apna Mp, Apna seher, Hamar Chhattisgarh, Folk Jhamajahm and young tarang are
some of popular programmes of ETV-MP-Chhattisgarh.(35.1)
Are the major competitors of zee 24 Ghante Chhattisgarh in state level.
39
34.1,24/07/2010,15:30,ISThttp://www.exchange4media.com/e4m/news/fullstory.asp?
section_id=6&news_id=31231&tag=26142
COMPANY PROFILE
INTRODUCTION:-
Zee 24 Ghante Chhattisgarh is one of the best known news channels in Chhattisgarh. It has
achieved a remarkable success in the region in a very short duration. Under the guidance of
Hon’ CEO Mr. K.K. Nayak. Zee 24 Ghante Chhattisgarh - a regional channel which was
launched on 1st October 2008 in the capital of Chhattisgarh Raipur. Located at Raipur , this
channel soon began to be recognized all over CG and was quick to establish a relationship
with the audience.
Zee 24 Ghante Chhattisgarh was launched in association of GOYAL
GROUP & SB Multimedia. Mr. K. K. Nayak was the first CEO of this organization and
serving here since last 2 year.The credit of Zee 24 Ghante Chhattisgarh’s success also goes to
Mr. Dinesh goyal the director. Both of them join this organization from the beginning & they
were running this organization very successfully till now. Zee 24 Ghante Chhattisgarh has
strength of 550 employees.
The parent company of zee 24 ghante chattishgarh is zee news ltd. Which is a
subsidiary of ZEE NETWORKS functioning under ESSEL group –one the major media and
entertainment companies of india..
Structure:-
The major departments in the organization is as follows:-

40
• Editorial (input and output)
• Marketing and Advertisement
• Sales
• Finance
• IT
• Graphics
• HR
• Technical department
The major customers contributing to the revenue are:-
• Chhattisgarh government
• Retailers
• Industries
• Hospitals
• NGO
• Educational institution
• Fitness centres
• Hotels
41
Some basic information of the company:-
Turnover:- 11 crore
Expenses:- mainly payment to dish tv 20lakh/month
Sources of revenue: advertisements, corporate deals, government subsidiaries and
funds,creative ideas, events, media planning.
Mission and Vision:-
Right from the incorporation zee24 ghante had shown an aggressive growth in the
region. Within months of its launch it managed to gain the top spot as CG’s favourite news
channel. The mission of the channel is to deliver quality products to the audience and offer
the right balance of infotainment to its consumers.
The vision of the company is to emerge on the national map as one of the most
reputed news channel.
REVIEW OF LITERATURE
The history of Indian television dates back to the launch of Doordarshan, India’s national TV
network in 1959. In 1982, all of Doordarshan's regional stations were networked using
INSAT 1A and a national feed called National Programme was introduced. Later that year,
Delhi played host to Asian Games which were covered by the channel. To increase the
channel's reach, the government launched a program to set up low and high power
transmitters that would pick-up the satellite distributed signals and re-transmit them to
surrounding areas. By 1983, television signals were available to 28% of the Indian
population. Fueled by the success of the channel's commercialization and increased revenue
from advertising, the channel's reach and popularity continued to grow and in 1990, the
channel reached more than 90% of the Indian population. In 1991, Indian economy was
liberalized and inviting foreign direct investments, deregulation of domestic business
emerged. This lead to the influx of foreign channels like Star TV and creation of domestic
42
satellite channels like Sun TV and Zee TV. This virtually destroyed the monopoly held by
Doordarshan. In 1992, the cable TV industry started which lead to revolution.
Every city in the India had a complex web of co-axial cables running through the streets with
a new breed of entrepreneurs called as Local Cable Operators (LCO) taking in charge of
distribution. The film industry was shocked by this sudden growth and there were even
organized protests for calling off the Cable TV industry.
There were simply too many cable operators in the country and the channels had a difficult
time in getting its returns as the existing system was a non-addressable and the operators
could simply give a reduced number of subscribers to amass profit. This lead to the
emergency of a new breed of firms called as Multi System Operators (MSO) who had heavy
financial muscles to make capital investments. . The MSO industry became highly
monopolistic which warrants government participation to ensure competition.
Later on, the United Front Government had issued a ban on use of ku-band transmission.
After a change of government, the ban got lifted finally in 2001 and 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 Bharati also started its product DD-Direct+.
DTH Digital TV system receives signals directly from satellite through the dish, decodes it
with the Set-Top Box and then sends stunningly clear picture and sound to TV which is the
business under taken by some companies by observing the rate of growth and scope for
business & opportunity in the Indian market which has 120 million viewers of TV.
With the Indian economy growing at a GDP growth rate of 7.4%, there is a sense of growth
prevailing everywhere. The average Indian’s disposable income and purchasing has risen to
never before levels. The Indian entertainment and media industry is 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’s like capital DTH, digital cables, IPTV are suddenly
finding presence in the country’s journals.
In 2007, TRAI proposed a new initiative by name “Head end-In-The-Sky (HITS)” Model as
an alternative to the existing cable distribution. Instead of the MSO’s providing the bundle,
there will be a single HITS operator who will prepare the bundle of channels and beam it to
the Headed in the satellite. The LCO’s can receive this digitalized bundle and deliver to the
individual homes. With HITS, country wide implementation of CAS becomes instantaneous
and cost-effective. This benefits both the broadcasters and the customers by ensuring
43
Addressability, Better quality of service and increased number of channels. Another emerging
trend is the IPTV which is yet to be regulated and one can expect lot of action in this sector.
According to a report on Direct to home (DTH) service, it predicts that India would overtake
Japan as Asia’s largest DTH by 2010 and be the Asia’s leading cable market by 2010 and the
most profitable pay-TV market by 20015.
44
TAM Report 29th Week(2010)

• When compared with National news channel, Zee 24 Ghante CG is No. 2 in terms of
Relative share ( 15) where as India TV/Star News is No.1 with 18% Relative Share
• Relative share of Zee CG is 60.2 ( No. 1 ) with gain of 7.5% from last week.
• Reach of Zee CG is 879,000( No. 1 ) with gain of 59,000 viewers from last week .
• Time Spent per Viewer of Zee CG is 38 mins ( No. 1 ) with a gain of 7 min from last
week.
• In terms of GRP, Zee CG is No. 1 with 60 with gain of 12 from last week.
• In Morning band Zee CG is No. 1 with 43%, Afternoon band No. 1 with 54 %,
Evening band No. 1 with 75 %.
• In terms of TRP %, Zee CG is No. 1 with 3.75 % ( Nau Ki baat, 15th July, Fri 21:00
rs).
ETV Madya
Pradesh
RelativeSharewk 29
14%
Sahara Samay MP
16%
Zee 24 Ghante
Chhattishgarh
60%
Sadhana News
MP
10%
45
AIM AND OBJECTIVE OF THE STUDY
Aim:-
To understand the DTH player performance and marketing strategies in Raipur city the
target group was 800 customer including both the genders (male and female) and to use this
understanding in planning the FPC, placing client’s ads and marketing of our products and
services.
Objectives:-
Primary Objective
•
• To understand penetration of various DTH and cable operators in Raipur
• To give suggestion to Zee 24 Ghante Chhattisgarh for increasing their market share
and TRP
Secondary Objectives
•
• To understand preferences of TV Viewers of Chhattisgarh regarding DTH and Cable
Services
• To understand purchase criteria of customers for selecting DTH or Cable Services
• To understand competition between various players
• To Find Out Opportunity & Threats In Indian DTH Industry.
To Study The Reason Behind Growth Of DTH Market.
46
Scope of Project
Zee 24 Ghante Chhattisgarh has subscribed to only Dish TV and Local Cable
Operators. But with the entry of so many big brands in DTH market and so much product
differentiation, people have got more options to select apart from Dish TV and Cable. This
way Zee 24 Ghante Chhattisgarh misses a large no of its target audience. This problem will
further increase as people will diversify more with expansion of DTH Industry.
Furthermore the only sources of revenue for any News Channels are advertisements.
Clients give ads because they find a large audience in one place. If the DTH grows in same
rate, then Zee 24 Ghante Chhattisgarh may lose large viewers, this will directly impact in the
advertisements and Zee 24 Ghante Chhattisgarh might lose its big clients.
Therefore Zee 24 Ghante Chhattisgarh needs to subscribe to more DTH providers for the
increasing the revenue.
47
RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem. It may be

understood as science of studying how research is done scientifically.
Type of Research
Descriptive Research
Descriptive research includes surreys and fact finding enquiries kind. The major
purpose of descriptive research is the description of the state of affairs as it exists at present.
This is a Descriptive research because it is based on primary and secondary
data,and survey on DTH used to interpret the research problem and try to give some insight
in to problem. Research has made to attempt to classify the opportunities for Zee 24 Ghante
Chhattisgarh.
1. Sampling Design
Random Sample
A sample design is a definite plan for obtaining in sample from a given
population. It refers to the technique or the procedure the researcher would adopt in selecting
the items for the sample. In this project, the samples have been selected from the population
using simple random sampling
technique
Sample size
800 random sample was chosen for this research. Sample has been taken from
different area of Chhattisgarh specially in raipur, etc.
48
Sampling Design:
A sample design is a definite plan for obtaining in sample from a given population. It refers to
the technique or the procedure the researcher would adopt in selecting the items for the
sample.
In this project, the universe under study was Raipur city as it covers major portion of our
target audience, the sample frame consists of the population using simple random sampling
technique. In this research the sampling unit being the People from different sections of
society. No statistical technique was applied for sample size selection. For the survey a
sample size of 400 was selected.
Research Instrument
The instrument which has been utilized for the collection of data is the questionnaire.
Questionnaire is a Performa containing sequence of questions tocollect information from the
respondent. Thus, questionnaire consists of number of questions printed or typed in a definite
order on a form or set of forms.
Data Collection
The information needed to further proceed in the project had been collected through primary
data and secondary data.
PRIMARY DATA
Primary data consists of information collected for the specific purpose at hand for the purpose
of collecting primary data, survey research was used and all the retail outlets sellers using
different brands and their competitors were contacted. Survey research is the approach best
suited gathering description.
In this project, the primary data was collected through questionnaire from the people
belonging to SEC A, B and C of the society.
SECONDARY DATA
The secondary data consists of information that already exists somewhere, having been
collected for another purpose. Any researcher begins the research work by first going through
the secondary data. Secondary data includes the information available with the company. It
49
may be the findings of research previously done in the field. Secondary data can collected
from magazines, newspapers, other surveys conducted by known research agencies etc.
Limitations
o The sampling plan was based on non-probability method and no scientific methods
were adopted.
o Data collected may not be 100 % reliable.
o The universe selection and sample size is not sufficient to represent the whole
population.
Due to time constraint the survey has been done on the basis of convenience
PROCESS OF DATA ANALYSIS:-

The whole research was done in two parts; the 1st part consisted of descriptive qualitative
research. In this part there was a cheat sheet prepared which consisted the questions to be
asked to the respondents.
The conversation was then recorded in an audio device. The cheat sheet consisted of
the various questions asked to the interviewee. On the basis of their answers, the most spoken
words were extracted from the recordings.
Objective: To do a comparative analysis of different DTH players in Raipur
Methodology used: Questioners method.

50
HYPOTHESIS
The most important part was to set the hypothesis. Which we set as follows:
“COMPARATIVE ANALYSIS OF CUSTOMER SATISFACTION FOR DISH TV
AND DIFFERENT DTH PLAYER IN RAIPUR CITY
H0: People in RAIPUR in an age group between 20 to 55 male and female (SEC A, SEC
B,SEC C,SEC D/E) watch DTH PLAYER for entertainment purpose, which includes dish
tv,airtel.cabal,sun tv, videvecan etc.
H1: People in raipur in an age group between 20 to 55 male and female(SEC A, SEC B,SEC
C,SEC D/E) do not watch DTH player for entertainment purpose, which dish
tv,airtel.cabal,sun tv, videvecan etc.
51
Distribution of Respondents according to Socio Economic Class
Q.1. Which of the following you own?

a) Car c) Laptop / Computer
b) Two Wheeler d) Own House
SEC Division No. of Respondents

SEC A 224
(Car + Laptop + Two wheeler + Own House)
SEC B 320
(Car/Own House + Computer + Two wheeler)
SEC C 256
(Two Wheeler Only)
Total 800
Table 7.1
SEC Division
28%
32%
Sec A
Sec B
Sec C
40%
Figure 7.1
Interpretation
28% of respondents belong to SEC A, 40% belong to SEC B and
32% belong to SEC C category.
52
DTH vs. Cable Penetration
Q.2. Do you watch Television using DTH or Local cable connection?

a) DTH b) Local Cable
DTH Local Cable

408 392
Table 7.2
Figure 7.2
Interpretation
• 51% of viewers view television using DTH, while 49% of them
watch using Cable. More than half a population has shifted
towards DTH, which is a large share.
53
DTH vs. Cable Penetration according to SEC Sections
SEC Division Local Cable DTH

SEC A 76 148
SEC B 144 176
SEC C 172 84
Total 392 408
Table 7.3
Local Cable DTH

100%
90%
80% 84
70% 176
148
60%
50%
40%
172
30%
20% 144
76
10%
0%
SEC A SEC B SEC C
Figure 7.3
Interpretation
• 66% of SEC A viewers view television using DTH, while 34% of
them watch using Cable.
54
Market Share of DTH Providers
Q.3. If you have a DTH connection, which among you use?

o Dish TV o Airtel
o Tata Sky o Other
Tata Sky Dish Airtel Rest

156 134 52 66
Table 7.4
Interpretation
• Tata Sky is the market leader with 38% of market share, followed
by Dish TV and Airtel with 33% of market share respectively.
55
Market Share of DTH Providers according to SEC

Sections
SEC Division Tata Sky Dish TV Airtel Rest

SEC A 68 42 16 22
SEC B 64 56 26 30
SEC C 24 34 10 14
Total 156 134 52 66
Table 7.5
Tata Sky Dish TV Airtel Rest

100%
90% 22 30 14
80% 16 10
26
70%
60% 42
50% 56 34
40%
30%
20% 68
64
24
10%
0%
SEC A SEC B SEC C
Figure 7.5
Interpretation
• Tata Sky is most popular brand in SEC A and B of Society. It is
market leader with 46% market share in SEC A, 36% in SEC B
and 30% in SEC C.
• Dish TV is most popular in SEC C of society. Dish TV has 29%
market share in SEC A, 32% in SEC B and leadership in SEC C
with 42% market share.
• Airtel has 11% market share in SEC A, 17% in SEC B and 13%
in SEC C.
• Reliance Big, Videocon and others have combined share of 14%
in SEC A, 17% in SEC B and 15% in SEC C.
56
Reason for choosing DTH over cable
Q.4. Why you choose DTH over Local Cable?

• Because of the Picture • Connection problem with
quality Local cables Cost is Less
• You want more channels • Other: ………………
with clarity
Reason No of respondents
Better picture quality 192
More Channels 392
Great Service 72
Cost is less 40
One time Investment 104
Table 7.6
Figure 7.6
Interpretation
57
24% respondents choose DTH because of better picture quality,

49% gave reason of more channel, 09% told great services, 5%
said cost is less and 13% said one time investment is basic
reason.
58
Like to Watch Regional News Channels
Q.5. How often do you watch or would like to watch Regional News
Channels?
• Regularly • Never
• Occasionally
Regularly Occasionally Never

SEC A 70 62 92
SEC B 108 150 64
SEC C 120 92 44
Total 288 304 208
Table 7.7
100%
90% 64 44
208
80% 92
70%
92
60%
150 304
50%
62
40%
30%
120
20% 288
70 108
10%
0%
SEC A SEC B SEC C Total
Regularly Occasionally Never
Figure 7.7
Interpretation
36% of population watches or would like to watch Regional
News Channels regularly, 38% occasionally and 26% never.
59
Price Currently Paying
Q.6. How much do you pay to your DTH Operator? (Monthly)

• 100-200 • 400-500
• 200-300 • More than 500
• 300-400
100-200 200-300 300-400 400-500 Variable

200 288 112 40 160
Figure 7.8
Interpretation
25% DTH users spend 100-200 per month for subscription fee
while 36% spend 200-300 per month, 14% spend 300-400 per
month, 5% spend 400-600 per month, 20% spend variable
amount between 200- 450 per month.
60
If Given A Chance To Buy A DTH Service
Q.7. If you get a chance to buy another new DTH connection which one
will you choose?
o Dish TV o Reliance Big
o Tata Sky o Other:
o Airtel ……………………
o Videocon ….
Tata Dish Tv Airtel Videoc Reliance Others Cable

Sky on Big
288 208 104 8 32 88 72
Table 7.9
Figure 7.9
Interpretation
26% for Dish TV, 36% for TATA SKY, 13% for Airtel, 1% for
Videocon, 4% for Reliance, 11% for others and the rest 9% do
not wish to switch to DTH.
SEC A PREFERENCE
DISTRIBUTION OF DTH
INFERENCES
• Total no. of DTH subscriber is
408.
• Total no. of DTH in SEC A is
148.
• 46% are having TATASKY.
• Most of them paid 300-400 per
month.
• Reason for choosing TATA is
better picture quality.
• One time investment.
• Great service.
Figure 7.10
OTHER FACTS
• SEC A have a higher penetration for

DTH services with almost 66 % market
share.
• TATA Sky enjoying 56% Market share
from the available DTH platforms.
• 50% SEC A wish to take TATA Sky as
the new connection,
• The average price ready to be paid for a
Figure 7.11
ASPIRATIONAL DISTRIBUTION OF DTH

SEC B PREFERENCE
DISTRIBUTION OF DTH
INFERENCES
408.
• Total no. of DTH in SEC B is
176.
• 36% are having TATASKY.
month.
• Reason for choosing TATA is
more channels
Figure 7.12
OTHER FACTS
• SEC B show almost equal penetration for

DTH with 44% market share.
• TATA Sky enjoying 56% Market share
• 40% SEC B wish to take TATA Sky as
the new connection,
New DTH Connection is around 2000
Figure 7.13

SEC C PREFERENCE
DISTRIBUTION OF DTH
INFERENCES
408.
• Total no. of DTH in SEC C is 84.
• 43% are having Dish TV and
29% Tata Sky.
month.
• Reason for choosing DTH is
lesser cost
• Better Content, Value for
Money
Figure 7.14
OTHER FACTS
• SEC a dip in penetration for DTH with

33% market share.
• TATA Sky has only 18% Market share
• 20% SEC C wish to take TATA Sky as
the new connection,
New DTH Connection is around 1200
Figure 7.15
-1500 Rs. With high affinity towards
schemes average monthly spend pegged
Findings On survey
1) Maximum Person keep Dish TV kit and recharge facility.
2) Awareness of new connection and new recharge offers of Dish TV is similar to Tata Sky and
Airtel Digital.
3) There is a communication gap between the company and the customers. This doesn‘t seem to be
the case with other DTH providers.
4) Availability of vouchers lie between price ranges from Rs 100 to 1000.
5) Availability of voucher is one of the major issues among Dish TV dealers, approximately 40%
of persons in Pandri, Shankar Nagar, and Lal Ganga facing this problem. For small amount of
recharge they use vouchers, but use other modes of recharge for large amounts. Due to the shortage
of stock they are not able to retain their customer for long time.
6) EPRS system seems to be the most troublesome recharge option for Dish TV.
7) In case of Dish TV because of frequent trouble complains in EPRS recharge option, vouchers are
preferred over others that are not the case with other brands who use all other options.
8) Customer care service is considered to be very poor as dealers often complain of problems in
recharge process managed by Dish TV.
9) Many persons say they recommend Tata Sky and Airtel because they get the installation done
much faster in comparison to Dish TV. With Dish, it takes up to 3-4 days sometimes.
10) The company hasn‘t been able to keep up the promises made to the customers, like installation
and activation commitments are often not met.
11) Connect between the Call Center and the Service center is not good.
12) Customer Care is not reachable on Toll-Free easily, waiting time is high on toll-free numbers.
13) Dish TV changes the price plans and offers more frequently as compared to other DTH
providers. This along with improper communication confuses customers which beings down the
consumer satisfaction levels.
14) There has been a growing trend of dish TV customers and dealers being shifting to other major
brands like Tata Sky and Airtel Digital as they provide better value added services like after sale
service, recharge facilities and customer care
15) Most customers surveyed have complained that the Distributor/Sales people do not visit much
and they are not receiving sufficient support.
16) Other DTH brand provides best support facility, quick recharge and installation facility, which
provides them with the competitive advantage..
17) Good thing which i found in Dish TV according to dealer feedback is offer, dealers and
customer like their but same time they shows un satisfaction with frequent changes in offer.
18) Specific Comments By customers:-
a) Due to the bad EPRS system of Dish TV, they are not able to recharge higher amount and as
they face such problems frequently, they try to recommend other DTH brands to their customers.
b) The dealers mostly prefer to sell Tata Sky and Airtel because their installation system is very
fast. Also if dealers are committed to their customers regarding any specific time limit, the other
DTH brands never let them feel down, which helps the dealers to keep good relation with their
customers.
c) The dealers generally sell recharge vouchers of Tata sky worth Rs 1lac per month, but in case of
Dish TV they only sell vouchers worth Rs 5-10k. The main reason behind it is lack of availability
and also poor EPRS system. It took long time to recharge. So dealers push its customer towards
Tata sky and Airtel Digital.
d) There has been problem on the behalf of the distributers front, distributer have been setting there
own price and negotiating according, this has been matter of loss for the dealers in most the case
the profit got is not up to the mark.
RECOMMENDATION
1) Increase awareness: Since there is lack in communication channel, it should be tackled with
care and dealers should be constantly made aware about the offers and new plans through meetings
with company executives at regular intervals.
2) Improve processes and techniques: In order to make recharge or activation process more
transparent and user friendly, the EPRS technology needs to be upgraded consistently.
3) Give more value added services: Since Tata sky and Airtel have clear edge over value added
services like free installation DTH needs to mend its strategy to face these competition. One way of
doing this would be to offer at least the same service as these two competitors are trying to eat the
market share.
4) Improvement in after Sales Services: Arrange proper training for customer care executives as
Dish TV lacks proper after sale service.
5) Standardized the price plans and avoid frequency changing: Frequent changes in price and
offers is proving no good for Dish TV as it is in way frustrates the customers with changes in offers
without being informed about it. So Dish TV needs to watch out for this and should pre inform the
customers about the offers and changes well in advance. This in a way, I feel would create more
brand loyalty and preference.
6) Voucher Availability: Make proper channel of Distribution of voucher.

7) Visibility: Danglers create more impact on customer mind, it always visible and promote offer
and help to recall brand resonance.
ANNEXURE
QUESTIONARE
We used a ‘cheat sheet’ to capture their interests. It included questions as follows:-
“COMPARATIVE ANALYSIS OF DIFFERENT DTH

PLAYER IN RAIPUR CITY”
Respected Sir/Madam,
We belong to a private organization and conducting a research on DTH and Cable connection.
Please give your opinions regarding the same
Thank You
*Required/
1. Your Full Name* …………………………………………..
2. Do you own a Laptop?*
o Yes/
o No/
3. Which of the following you own?*
Car/
Two Wheeler/
Own House/
4. Do you watch Television using DTH or Local cable connection? *
o DTH/
o Local Cable/
5. If you have a DTH connection, which among you use? *
o Dish TV/
o Tata Sky/
o Airtel/
o Videocon/
o Reliance Big/
o Other:/ …………………………….
6. If you get a chance to buy another/new DTH connection which one will you choose? *
o Dish TV/
o Tata Sky/
o Airtel/
o Videocon/
o Reliance Big
o Other:/ …………………………….
o Why you choose DTH over Local Cable?*

Because of the Picture quality/
o You want more channels with clarity/
o Connection problem with Local cables/ Cost is Less/
o Other:/………….
7. Why you choose Local Cable over DTH? *
o Because price is less in Cable/
o You need Local News content which is missing in DTH/
o Too many choices in DTH/

o You have two TV’s at home and DTH offers only one TV Connection/
o Other/
8. What is the price you currently pay to your cable operator (Monthly)?*
If you are DTH user kindly jump to Next Question/

o 100-200
o 200-300
o 300-400
o Other/ : ………………………….
9. What is the price you currently pay to your DTH operator (Monthly)*
o 100-200
o 200-300
o 300-400
o 400-500
o Other/ : ……………………………….
10. Your Age*
….
Contact Number*
REFERENCE
 http://en.wikipedia.org/wiki/Television_in_India
 http://www.indiandth.in/
 www.sundirect.in/mediaDetails.php?mediaId=1
 http://realinfo.info/index.php?topic=810.0;topicseen
 http://www.media-partners-asia.com/mpanews120809.asp
 http://www.mumbaispace.com/dth/airtel-dth.htm
 www.simplymalayalees.com/forum_posts.asp?TID=696
 http://www.televisionpoint.com/news2009/newsfullstory.php?id=1252499760
 http://en.wikipedia.org/wiki/IPTV
 http://www.coolavenues.com/mba-journal/marketing/outdoor-ooh-changing-face-
outdoor-advertising-india
 http://www.articlesnatch.com/Article/Analysis-Of-The-Media-Industry-In-
India/995277
 http://www.rediff.com/money/2005/apr/18eco.htm
 http://teck.in/dth-direct-to-home-tv-in-india-features-and-price-comparison.html
 http://www.telecomtiger.com/DTH_fullstory.aspx?
passfrom=DTH&storyid=7981&section=S218
 http://en.wikipedia.org/wiki/Dish_Network
 http://www.tatasky.com/why-tata-sky.html
 http://en.wikipedia.org/wiki/Tata_Sky
 FICCI-KPMG Report, Media & Entertainment Industry projected to grow at 13%

over next five years to INR 1091 bn
 FICCI Report, The Indian Entertainment and Media Industries - A Growth Story
Unfolds
 TAM Report, Zee 24 Ghante Chhattisgarh

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“COMPARATIVE ANALYSIS OF CUSTOMER SATISFACTION FOR

INTRODUCTION- MEDIA INDUSTRY

(11.1)23/07/2010,12:32 IST ENTERTINMENT AND MEDIA, http://www.ibef.org/industry/mediaentertainment.aspx

Radio industry is estimated to have grown at a CAGR of 9 percent over 2006-09. It is

• Radio - Rs 1,200 crore

15.1,25/07/2010,10:43 IST DTHINDUSTRY,http://www.officialwire.com/main.php?action=posted_news&rid=154441

16.1,25/07/2010, 11:32 IST http://www.saveondish.com/forum/indian-dth-market-forecast-to-2012-t-24815.html,20/07/2010.

Porter’s Analysis of DTH industry

2. Bargaining power of suppliers:

3. Bargaining power of buyers:

4. Inter firm rivalry:

15.1,22/07/2010,12:36 IST, PORTERS FIVE FORCE ANALYSIS OF DTH INDUSTRY,

Vision of the company:

Mission of the company:

CUSTOMER PREMISE EQUIPMENT (CPE)

The Equipment or Customer Premise Equipment (CPE) consists of the following:

 STB with Remote

 Pre-activated Viewing Card

22.1,26/07/2010,15:32 IST, http://www.scribd.com/doc/33807723/Summer-Report-on-DISH-TV

DISHTV ON COMPUTER A DUAL ADVANTAGE

23.1, 26/07/2010,19:05 IST , DISH ANTENNA , http://en.wikipedia.org/wiki/Satellite_dish.

(i), Ambience Business Services Private

24.1,26/07/2010,12:32 IST, http://www.scribd.com/doc/33807723/Summer-Report-on-DISH-TV.

through exclusive stores costs

4. Increase in the geographical boundaries 4. Dependency on CPE suppliers to some

28.1,22/07/2010,13:27 IST, http://www.airtel.in/HD/digitaltvhd/index.html.

Reliance BIG TV:-

Subscriber Base (Feb, 2010)

Players No of Subscribers(in millions)

29.1,27/07/2010, 17:34 IST, http://www.d2h.com/WSC/index.aspx.

Urban and Rural:

30.1,28/07/2010, 20:00 ,Television Point, http://www.televisionpoint.com/news2009/news fullstory.php?

Region and States:

31.1,28/07/2010,15:56 Catalog Dish TV

SWOT ANALYSIS OF DTH

continue to be opportunity areas for revenue enhancement. An eventful sporting calendar

• Sahara Samay- Madhya Pradesh,

Sadhna News- Chhattisgarh

34.1,23/07/2010, 13:30 IST, SAHARA SAMAY, http://www.techenclave.com/dth-cas-iptv/dishtv-add-sahara-samay-

E TV News- Madhya Pradesh

Heartbeat of the Hindi heartland, ETV MP serves many infotainment programmes. It is

The major departments in the organization is as follows:-

• Editorial (input and output)

• Marketing and Advertisement

The major customers contributing to the revenue are:-

Some basic information of the company:-

Mission and Vision:-

TAM Report 29th Week(2010)

AIM AND OBJECTIVE OF THE STUDY

Research Methodology is a way to systematically solve the research problem. It may be

PROCESS OF DATA ANALYSIS:-

Objective: To do a comparative analysis of different DTH players in Raipur

Methodology used: Questioners method.

Distribution of Respondents according to Socio Economic Class

Q.1. Which of the following you own?

SEC Division No. of Respondents

DTH vs. Cable Penetration

Q.2. Do you watch Television using DTH or Local cable connection?

DTH Local Cable

DTH vs. Cable Penetration according to SEC Sections

SEC Division Local Cable DTH

Local Cable DTH

Market Share of DTH Providers