CHAPTER 1

INTRODUCTION TO PROJECT

TITLE
Analysis of Retailers and Customers feedback about Airtel Digital TV

SCOPE OF STUDY
The research mainly focuses on the area which is assign to me that is Bhandup, Nahur,
Kanjur Marg and not on the wide area.

OBJECTIVE OF THE STUDY

The objectives of undertaking a project on Analysis of Retailers and Customers Feedback
about Airtel Digital TV are
To have in-depth knowledge about the Airtel Digital TV.
To study marketing mix of Airtel Digital TV.
To identify the major problem and its reasons in Airtel Digital TV.
To understand retailers and customers perception about Airtel Digital TV.
To give recommendation to rectify problem.

LIMITATION

The sampling plan was based on non-probability method and no scientific methods were
adopted.

The study concerns itself with analysis of the Retailers and customes feedback, which is
a wide and complex activity so is unstructured sometimes because the information given
by the sample may not be 100% reliable.

The sample size is not sufficient to represent the whole population.

The time constraint was one of the major problems.

Page 1

CHAPTER 2
INTRODUCTION TO THE INDUSTRY

2.1 History of Indian Broadcasting

The history of Indian Television dates back to the launch of Doordarshan, the countrys national
television network in 1959. Television was then seen as a luxury item that could be afforded only
by a chosen few.
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 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. If one could list down the revolutions that happened in
Indian entertainment industry, Cable TV would top the list. 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 in India had a complex web of co-axial cables running
through the streets with a new breed of entrepreneurs called as cablewallahsor Local Cable
Operator (LCO) taking in charge of distribution. The industry survived but the sudden onset of
growth made it as a disorganized sector. There were simply too many cable operators in the
country. Also the small scale LCOs were reluctant to make large investments in the
infrastructures for more channels.
In 1995, Government felt the need of regulation in Cable TV and passed the Cable TV networks
(Regulation) Act. This was also the time when the state owned Doordarshanand All India Radio
came under a new holding called as PrasarBharati to give them enough autonomy.
Even with the basic regulation in place, there were lots of distribution issues with Cable TV. The
LCOs reported a lower number of connections where as the broadcasters demanded a higher rate.
This lead to an amendment of the Cable TV networks (Regulation) Act in 2002 to provide

Page 2

Conditional Access System (CAS). With CAS, the last mile distribution could be addressable
with accuracy and digitalization of broadcast was also possible..
In 2007, TRAI proposed a new initiative by name Headend-In-The-Sky (HITS) model as an
alternative to the existing cable distribution. There will be a single HITS operator who will
prepare the bundle of channels and beam it to the Head end in the satellite. The LCOs 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 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.

2.2 What Is DTH Service?

DTH stands for direct to home.
The idea behind DTH is to benefit the homeowner/television viewer because it gives the
individual residence the opportunity to receive satellite programming using an individual dish at
the home. This is the method for accessing dozens of television channels without using a cable
system. In essence, the broadcast source is connecting directly with the viewer in the home.
DTH is possible if all the pieces of a network are operating efficiently. This network includes the
broadcast source, which sends program signals to satellites orbiting the earth; various electronic
equipment that codes and decodes the signals, modulates signals etc.; and the DTH receivers at
the other end of the network. The different signals (audio, video, data) have to be converted and
the signals are mixed in equipment called multiplexers. When the homeowner/viewer wants to
watch a program, they must have a dish antenna and the equipment in the home that allows the
viewer to choose a program.
What separates this system from the traditional cable system is the direct reception of
the program signal by the user. In a cable system, the companys towers receive the signals from

Page 3

satellites and then transmit the signal to the homes through physical cables. A DTH system
essentially bypasses the cable path.
Because the satellite signal is transmitted directly to a receiving dish on the roof or other
location belonging to the end user, the weather may be a factor in reception. Satellite signals sent
directly to smaller dishes can be affected by inclement weather and other interference problems.
Also known as direct-broadcast satellite systems, this television network had a predecessor in the
original DTH system that required much larger reception dishes than the small ones that are used
today.
In earlier years, some satellites had less power, making it necessary for receivers to use larger
dishes. The expense made it less likely that a homeowner/end user would have this capability.
Changes in technology on both satellites and in the reception dishes have made the use of DTH
much more widespread.
Today, hundreds of choices are available in DTH viewing. The number of direct-TV homes has
exploded in the last few years, right along with the number of programs offered. Some of the
early receiving dishes were nearly 2 meters in diameter. Smaller dishes were used just a few
years later, with 1.2 meter diameters in many European applications. In many countries around
the world today, DTH systems send program signals to highly refined dishes on private property.
These dishes are often half the size of those reception dishes mentioned. Some are as small as 60
cm in diameter.

Page 4

2.3 How DTH works:

It is a system of T.V. broadcasting services where T.V. signal are transmitted directly to the
viewer side stepping the cable operators.
In DTH system, the service provider branches together signals of bouquet of channels in a
codified or scrambled form to be received by Ku- band transponder present in Geostationary
satellite, from where these signals can be easily down linked by the viewers-by using 15-30 cm
dish antenna.
These signals can be made compatible to T.V. viewing by using a smart card and decoder, the
combination which helps in unscrambling the codified signals. In general, DTH service is one in
which a large number of channels are digitally compressed, encrypted and beamed from very
high power satellites. The programmes can be directly received at homes. However, a digital
receiver is needed to receive the multiplexed signals and view them on a TV.
The technology of DTH ensures highest quality of voice, video as it uses digital form of
communication system. The DTH service also provides various value added services such as
internet services, telemedicine, video conferencing etc. Since in DTH technology, all the
encoded transmission signals are digital.
Thus, it provides higher resolution picture quality and better audio than traditional analog
signals. In recent years DTH has become the buzzword in the satellite broadcasting industry

Page 5

because of immense opportunities it offers to broadcasters and viewers. However, the main
advantages to the end users of DTH transmission are:
I.

It facilitates use of small dish antennas which could be easily installed in individual homes
and provides a large number of services within the same transponder.

II. The broadcaster would be able to introduce a number of new interactive applications such as
internet access, email, VoD(Video on Demand). It can be also used for public service
messages.
III. Another benefit of the DTH transmission is that it keeps out intermediaries like cable
operators who could distort the subscription income.
IV. For public broadcaster like PrasarBharati, free to air DTH broadcasting has emerged as
viable alternative for universal coverage of population with Television programmes.

2.4 DTH INDUSTRY IN INDIA: PAST, PRESENT AND FUTURE

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). The total DTH subscribers are close to 22 million. Thus the
DTH has a 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.
Lets have a look at how the DTH industry has grown in these 5 years. 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. 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 DTH subscriber. 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

Page 6

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 campaigns. Tata Sky
gained the maximum subscribers during this period.

Today the market shares of various players in India are as follows:

(Source:http://www.pluggd.in/dth-industry-in-india-analysis-297)
So where is the real growth happening for the DTH industry. Is it the urban areas or rural?
Though DTH is comparatively expensive than cable service, the growth is coming from the rural
area. If we see 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). 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 generator/ invertors, which is
not possible with the cable service in most of the areas.

Page 7

Though DTH has certain advantages such as better picture/ sound quality, better customer
service. It also has a disadvantage of price. The DTH player have to pay various taxes such as
Adjusted gross receipts @ 10%, service tax @ 12.36%,VAT @ 12.5%,CST@3%,corporate tax,
Excise duty@ 16%, Customs duty, CVD ,customs duty etc. Whereas the local cable operators
easily get away with government taxes by underreporting the subscriber base. Thus gaining a
clear cost advantage. The regulator should take a note for the same and provide regulations for
the same.
At the same time in Indian market One size fits all strategy doesnt work for long. So, the DTH
players have to design packages suitable for rural consumers enable them to enjoy the digital
content (For e.g. Levis jeans had enabled consumers to buy their jeans with an EMI scheme).
The DTH industry is expected to grow at a CAGR of close to 24% .The future of DTH industry
will largely depend on innovative marketing tactics adopted by the DTH players. The stage is all
set for DTH industry. Let the real game begin.

Page 8

2.5 Brief Profile of Players in the DTH Industry

DD DIRECT+
Doordarshan is the public television broadcaster of India and a division of PrasarBharati, A
public service broadcaster nominated by government of India. It is one of the largest
broadcasters in the world in terms of infrastructure of studios and transmitters. Recently it has
also started Digital Terrestrial Transmitters
Doordarshan had a modest beginning with the experimental telecast starting in Delhi on15
September 1959 with a small transmitter and a makeshift studio. The regular daily
transmission started in 1965 as a part of All India Radio. The television service was
extended to Bombay (now Mumbai) and Amritsar in 1972. Till 1975, seven Indian cities had
television service and Doordarshan remained the only television channel in India.
Television services were separated from radio in 1976. Each office of All India
Radio and Doordarshan were placed under the management of two separate
Director Generals in New Delhi. Finally Doordarshan as a National Broadcaster came into
existence.National telecasts were introduced in 1982.

Dish TV
Dish TV is the first private DTH satellite television provider in India, using MPEG2 digital compression technology. 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 viewing. By Digitalizing Indian entertainment,
this enterprise brought best television view in 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. DTH service was launched back in 2004 by launching
of Dish TV by Essel Groups Enterprises. Dish TV 8is on same satellite where DD Direct+ is.

Page 9

Tata Sky.
Tata Sky is a DTH satellite television provider in India, using MPEG-3 digital compression
technology. Tata Sky is a joint venture between Tata group and Star. Tata Sky endeavours to
offer viewers a world class television viewing experience through its satellite television service.

The group and its enterprise have been steadfeast and distinctive in its adherence to business
houses anywhere in the world can match. The SKY brand, owned by the UK- based British
Sky Broadcasting Group, brings to Tata Sky the reputation of more than 20years experience of
satellite broadcasting.

In October 2008, Tata Sky announced launching of Digital Video

Recording. Tata Sky which allowed 45 hours of recording in a MPEG-4 compatible Set Top
Box.T h e r e m o t e i s provided with playback control keys and is being sold with
special offers for existing.

Sun Direct
Sun Direct is a DTH satellite television provider in India, using MPEG-4 digitalcompression
technology. It is the country's firstMPEG 4 technology DTH service provider. Sun Direct is a
DTH service in Indiaheadquartered in Chennai, Tamil Nadu. Sun Direct TV was registered in
February 16,2005. Because of the lowest pricing of anyDTH in India Sun Direct spread rapidly
all over the country. On December Sun Directwas launched in Mumbai and announced its pan
India launch. By 2009 it became leadingDTH provider with 3 million subscribers. This makes it
4th largest DTH service provider of India. In April 2009 Sun Direct officially launched its HighDefinition service in India.Sun Direct uses the latest MPEG-4 based technology to increase
broadcast capacity.Sun Direct provide next-generation services in fast-growing and emerging
marketsquickly and efficiently.

Page 10

Reliance Big TV
Reliance BIG TV is a DTH satellite television provider in India based in Navi Mumbai,using
MPEG-4 digital compression technology.It is the 5th DTH service launched in India. Reliance
BIG TV limited is a part of Reliance Communications Ltd., a subsidiary of Reliance Anil
DhirubhaiAmbani Groupfounded by the Late DhirubhaiAmbani, the Indian business tycoon and
owned by his sonAnil Ambani. BIG TV started operations from 19 August 2008 with the slogan
"TV hoTo BIG Ho" ("If you have a TV, make it BIG"). It currently offers close to 200 channels
and many interactive ones wellas many Radio channels. The company plans to increase the
number of channels in thenear future to 400 and begin High Definition (HD) broadcast. It is the
first Pan-IndiaDTH provider that uses MPEG-4 for broadcasting. There are also plans to
introduceservices like i-Stock, i-News and other such interactive services in the future.
Reliance BIG TV was launched on August 19, 2008 with the sole aim of providing theconsumer
with quality and enriched home entertainment service at value-driven pricing.Reliance BIG TV's
launch in August was probably the biggest roll-out in homeentertainment ever and deployed the
most advanced MPEG4 technology that enabledthem to deliver best quality digital audio-video
to the consumer. It also got prepared for the future when Hi-Definition TV will be launched in
India because only MPEG4technology can support HD TV and not MPEG2 which is used by the
earlier entrants inthe DTH industry.

Videocon D2H
Videocon d2h is a DTH satellite television provider in India based in Mumbai, usingMPEG-4
with DVB S2 digital compression technology. Videocon d2h was launched on May 1, 2009. It
came with a very good strategy for selling both of its electronic products like TVs DVDs 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 output.

Page 11

2.6Growth of the Industry

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 average Indians disposable income and purchasing has risen to never before levels.
20%annual growth is being witnessed in the DTH sector in India.
The big game is all about shaping up grandiose plans to master the winning rules to garner as
much portion of the Indian DTH pie as possible by a handful of players. Since the DTH space
denotes big value, akin to the space occupied by television and telephony, inter-firm rivalries
have thrown up price wars, discount schemes, procurement of transponders, ambitious targets for
improving the subscription base, popular bouquet of channels, set top boxes with superior quality
of videos, improving content, etc as a desperate means to entice the Indian viewer.
The pattern of growth is very difficult to determine because a business cycle takes place in long
term. But this industry is having very short period for making or observing a business cycle. The
analysis that can be made is though the economic cycles is not continues and it was in boom then
when the industry started and now just the economy is in recovering stage from the recession.
Interesting factor is that all the industries are hit seriously buy the rescission but DTH industry
has reported growth continuously but only it has slowdown the rate of its growth. Now the
industry is growing at 20% for every annum.
Growth Determinants, Demand constraints and CAS, are the factors which effects the growth of
the industry. Growth determinant and high TV sales increase the chance for more sales of set top
box which will affect the growth. When the facilities of the products increase it acts as a growth
determinant. The entertainment channels and the news channels players increase the growth to
opt the DTH. Some of the DTH players are bringing innovative plans like live shopping, broad
band, and etc will act as growth determinants.

Page 12

3. Conditional Access System (CAS)

The consumer is the SOVEREIGN in this age of heightened and exaggerated consumerism
where the market players are devotedly aiding the consumers in their holy pursuit of satiating
their inherent hedonism. Ironically, so far as the entertainment scenario is concerned an average
Indian consumer comes across as a doleful looking guy begging for being lent an ear to his hardluck story about shoddy blacking out of channels by cable operators. Broadcasters keep nagging
the cable TV operator about his sinister designs of wrongfully underestimating their customer
base while the latter charges the TV channels with sky-rocketing their rates every now and then.
This impasse created by the perennial tussle between the broadcasters and the cable TV operators
afflicts severely the poor consumer, who is at the receiving end from both.
However, the passing of the Television Networks Amendment Bill 2002 which authorized the
government to mandate installation of an addressable system for accessing pay channels-better
known as Conditional Access System (CAS) has kindled some hopes of consumer which were
soon extinguished because of the lethargy of the Government in implementing the Act.

Page 13

Conditional Access System (CAS) is a technology that enables television signals to be

accessed by consumers through an addressable system hereby allowing the consumer to
choose channels that one wishes to watch and pay for. However, the recent Delhi High Court
judgment ordering the implementation of the CAS within four weeks in the four metros namely,
Mumbai, New Delhi, Chennai and Kolkata, has created a huge churn in the offing in the cable
television industry.
The exponential and unregulated growth of the cable TV penetration in Indian households is
responsible for existence of the multiple flaws in the current system such as under-reporting of
the number of subscribers by the Local Cable Operators (LCOs) resulting in revenue loss for the
MSOs and the broadcasters as well as the Government. This problem was highlighted in the
recent order passed by the Supreme Court in Star India (P) Ltd. v. Sea TV Network Ltd. In this
case, one of the issues raised by the appellant was that the cable operators and MSOs do not give
a complete and accurate list of ultimate subscribers and their area of operation. While the
respondents submitted that in the prevalent circumstances, the only manner in which the same
can be achieved is through the deployment of an addressable system, which is commonly known
as the Conditional Access System (CAS), which would identify the number of subscribers
accessing a particular channel.
Keeping in view the nature of the controversy and its likely impact on the broadcasting/TV
industry as a whole, the Apex Court through Arijit Pasayat & Tarun Chatterjee J. observed that it
would be necessary to give adequate opportunity to all the stakeholders concerned to file their
submissions and fixed 02-05-2006 as the next date of hearing. It further observed that pendency
of these matters shall not stand on the way of the Central Government to implement the CAS or
the TRAI in devising any system to identify and arrive at the correct number of subscribers of
each distributor of TV channels.
The existing system is riddled with formidable challenges for the MSOs, which came up before
the Division Bench, Mumbai HC [C.J. C L Thakkar and Dr. Dhananjay Chandrachud].
The issue raised before the court concerned the MSOs grueling situation due to the pressure
from the broadcasters to clear the dues irrespective of whether the local cable operators had paid
the MSOs or not. Evidence in the form of a letter from broadcaster Sony Entertainment
Television was also produced, threatening to disconnect signals if the MSO didnt pay an
outstanding amount of Rs. 12.1 million till the due date. It was contended on behalf of MSOs

Page 14

that lack of appropriate technology to control the signals once they left the main control room
was responsible for their inability to prevent the defaulting cable operators and consumers from
accessing the signals. This plea was accepted by the Division Bench.
Another problem in the existing system concerns the traditionally synergistic relations between
MSOs and LCOs. Few years back, a paradigm establishing an incredible shift in the usual trend
was in the offing in the cable television industry with groups of small cable operators seeking to
break away from the larger networks or MSOs to set up their own control rooms. An
independent control room implies that LCOs would have higher returns with no MSOs to share
their revenues with. However, it requires a massive investment of Rs 2 crore which would not be
affordable by the LCOs. Lucrative carriage fees being paid by broadcasters seemed to be
contributing to this new trend. However, with the implementation of CAS and digitalization, the
encryption technology will provide consumers the choice of, as many as 500 channels; this slight
hiccup of breakaway tendencies will dissipate ending the carriage fees regime.

The question of voluntary v. mandatory adoption of CAS?

The

latest

Delhi

High

Court

judgment

brings

to

the

forefront

the

debate

of voluntary v. mandatory adoption of the Conditional Access System (CAS) in India? But,
before delving into this debate, let us start with highlighting the key problems that are required to
be addressed for the effective implementation of the CAS.

Page 15

Chapter 4
INRODUCTION OF BHARTI AIRTEL

Type

Public Company

Industry

Telecommunication

Founded

July 7, 1995

Founder

Sunil Bharti Mittal

Headquarter :

New Delhi

Area served :

South Asia and Africa

Product

Fixed line Telephony

Mobile Telephony
Broadband Internet
Digital TV
IT Services
Page 16

4.1About Bharti Airtel Digital TV

BhartiAirtel became the newest entrant in the family of DTH service providers in India. Called
as Airtel digital TV, the service was launched in 62 cities across the country through 21,000
retail points including Airtel Relationship Centres starting 9 October 2008. Bharti has a strong
presence in telecom and broadband field so it became a natural step for them to move into dth
segment. Bharti is known for quality service and strong network all across India.
MPEG4 standard with DVB S2 technology will be used by the company to provide great picture
quality and sound standard. This technology is also high-definition ready and will be quite
effective in delivery of complex interactive contents. The dish antenna used will be almost 20per cent larger than normal ones keeping in mind raining conditions in India.

The price of the package is Rs. 1499/- in south India and Rs. 2499/- in north India. This price is
inclusive of installation charges and set top boxes. Users will also get universal remote that will
be instrumental in controlling both the set top box as well as the television. To promote their
services, company has decided to waive off monthly tariff for the first six months. After that,
monthly tariff will be in range of Rs. 99/ to 400/-. More than 175 channels will be available to
customers.

Airtel DTH will be introducing several new features for the convenience of consumers. Chief
among them are; universal remote for both TV and set top box, Interactive applications such as
iMatinee for booking movie tickets, highest set top box memory which will enable more and
better interactive applications, on screen account meter, high quality graphical games, intuitive
search, Low battery indicator on the screen etc. The package will also include 10 World Space
Radio channels and other interactive applications like iTravel, iShop, iCity and several widgets.
Airtel digital TV (HD) adds another feather to the cap bags Product of the year 2012
award.
Airtel digital TV (HD), the DTH service by BhartiAirtel has been recognized as Product of the
year 2012, following an independent survey conducted by the leading research firm, AC
Nielsen. Product of the year is an internationally recognized standard that celebrates, champions
and

rewards

the

best

innovations

in

retail

Page 17

basis

feedback

of

consumers.

To participate, companies have to first nominate the product which is subsequently funneled
down by a panel of eminent citizens and very senior media people. The shortlisted names are put
through an independent and 100% Face to Face consumer survey conducted by Nielsen across
30,000 respondents in 36 markets.
Airtel was the 5th entrant to DTH space, however, during last 11 Qtrs, airtel has clearly emerged
as Market leader in acquiring new customers under Ajais leadership. Recently airtel had crossed
6.2 million customer base mark within 35 months of full fledged launch and became the fastest
company to join 5 million club. Currently one out of every 4th customer joining DTH industry
comes on airtel digital TV. Recently Airtel was ranked 2nd amongst the 6 DTH companies on
customer service by HT-Mars Customer satisfaction survey. The award speaks a lot about airtels
special focus on providing best in class service to its customers.

4.2 SWOT Analysis of Airtel DTH

SWOT ANALYSIS OF DTH
STRENGTH:

OPPORTUNITY:

No middleman required.

Large coverage area, can reach remote

Equipment manufactures can expand

their business.

places.

Good quality of picture & sound.

WEAKNESS:

THREATS:

Signals are lost during heavy rains &

CAS in urban areas.

storms.

Terrestrial doordarshan.

Cost of STB.

Page 18

4.3: MARKETING MIX OF AIRTEL DIGITAL TV

PRODUCT

Airtel Standard definition and High defintion

Airtel is maintaining a very good Picture Quality for both High Definition (HD) and Standard
Definition (SD) channels. However some comments have also noted that some SD channels are
compressed below average bit-rate and visible on a 32inch or bigger LCD, Plasma or LED
Televisions.Airtel may have to review this area of concern as we Indian DTH blog believe this
particular concern can be resolved by improving the compression rate and maintaining a standard
rate for all SD channels.

Airtel HD Recorder is the latest offering from Airtel Digital TV. It has the capability of
displaying the content in 1080i resolution (1920*1080).
It is manufactured by Hyundai Digital (China) for Homecast Limited (Korea) and imported by
Airtel. Net Weight is around 2 Kg.

The Airtel HD Recorder has several features. The most important ones are:

Record any programme for viewing later

Pause Channels

Rewind Channels

Forward Channels

Watch one programme while you record another

Record two programmes while you watch one of them

Record two programmes while you watch a third previously recorded programme

Schedule programmes to Record automatically even if the TV is switched off

Schedule recordings for a specific time interval (Time-based recording)

Below are some images for HD channels and SD Channels. I have tried to get one image for a
category like entertainment.
Difference between SD and HD

Page 19

AIRTEL DIGITAL TV [HD] RECORDER

On 4 May 2010, Airtel digital TV from BhartiAirtel announced the launch of its 3D ready High
Definition Personal Video Recorder (HD Recorder). Retaining its pioneering Remote Recording
feature, Airtel digital TV's HD Recorder offers unique features of Automatic Favorites, Search
and Genre and Category sort and is 3D ready. It is also the first STB in India to support
compatibility for 1080p signals in future.

On 24 May 2011, Airtel announced that its digital TV HD and HD-DVR boxes are softwareenabled to view standard definition (SD) content upscale to 1080i HD. Picture Quality: Airtel
Digital TV has DVD quality picture (We are not sure about HD yet though, but the picture
quality is flawless, looks amazing on TVs no matter what size) There was no pixilation and the
picture was perfect.

Page 20

Features
High definition resolution
Mind-blowing picture clarity with the highest possible resolution
of 1080x1920 (2.07million+ pixels with 5 times sharper picture
than Standard Definition).

3D Picture
Your airtel digital TV [HD] recorder is now 3D ready!
Enjoy your favorite channels come to life

Dolby digital plus

Dolby Digital Plus 7.1 surround sound for theatre like experience
right in your living room.

Wide aspect ratio

Wide aspect ratio of 16:9, better suited for our eyes which have
more horizontal than vertical span.

High definition multimedia interface (HDMI) output

HDMI output to get the best HD signals to your HDTV.

MPEG-4 DVB-S2
airtel HD set top box employs the latest MPEG-4 DVB-S2
technology.

Page 21

Universal remote
One can get rid of managing different remote controls and can be
operated through airtel HD set top box universal remote.

Blockbuster movies
Get to see the latest Pay-Per-View (PPV) movies of your choice.

Interactive services
Now experience the most captivating feature of interactive service
with airtel HD set top box. You can now get maximum from your
Television set like book movie tickets, browse internet and much
more.
Games
airtel HD set top box provides you with an array of thrilling and
exciting games.

Power resume function

In the event of unforeseen failure of electricity while watching a
particular channel, airtel HD set top box will ensure that the same
channel is back for viewing when electricity comes back.

Low battery indicator

Whenever there is low battery, it will be shown on your universal
remote.

Page 22

PRICING:
Package Standard

Rent without

Rent with

30 Days Entry

Definition

Tx

tax

Offer

Value Sports

158

175

1590

Economy Sports

226

250

1640

Mega

290

320

1640

Ultra

360

398

1690

Magnum

500

552

1790

Rent without

Rent with

Tax

tax

Value Sports [HD]

293

324

2840

Economy Sports [HD]

361

399

2840

Mega [HD]

425

469

2840

Ultra [HD]

495

546

2890

Magnum [HD]

525

580

3090

Package High Definition

Package HD Recorder

30 Days

30 Days

Value Sports [HD] Recorder

293

324

5940

Economy Sports [HD]

361

399

5940

Mega [HD]

425

469

5940

Ultra [HD]

495

546

5990

Magnum [HD]

525

580

6190

Page 23

DISTRIBUTION SYSTEM
Airtel Digital TV divided their distribution system in two parts one for DTH kit and second for
after sales service (installation of Set up box) and it is as follow:

FOR DTH KIT

MANUFACTURER

DISTRIBUTOR

RETAILER

RETAILER

DISTRIBUTOR

RETAILER

RETAILER

RETAILER

RETAILER

CUSTOMER
In above case installation kit of set up box is manufacture by BhartiAirtel ltd. Installation kit is
look like mobile recharge voucher card and this kit has one installation number. This kit is transfer
from manufacture to local distributer. Local distributer play very important role in this supply
chain, because he is the responsible for deliver kit to retailer time to time and also maintain good
relation with retailer. Distributer deliver installation kit to retailer and that kit is sale by retailer to
customer. After the sale of installation kit retailer SMS installation kit number and customers

Page 24

contact number to 54325 and automatically this number is transfer to installation department and
they contact with customer ant install set up box to customers house.
Airtel also has one more distribution channel for after sale service mice for installation of set up
box and for after sale service.

FOR AFTER SALES SERVICE

MANUFACTURER

SET UP BOX
DISTRIBUTOR

SERVICE
CONTRACTER

CUSTOMER

In the above case Set Up Box and Dish plate is manufacture by Airtel Digital TV and that
transfer to Set Up Box Distributer. Distributer of Set up box is transfer all the set up boxes and
dish plate to local service contractor. Local service provider has responsibility of installation of
set up box at customers home and they also have responsibility of after sale service. Service
play very important role in this supply chain Local service provider is important for all the DTH
companies, because DTH is the service industry and installation as well as after sale service is
the one of the most important task for all the DTH industry. There for company give more
importance to their Local service provider. Local service provider get commission of this work
for e.g. Rs250 for each installation.

Page 25

PRODUCT CHANNEL STRUCTURE

MANUFACTURING UNIT

WAREHOUSES

DISTRIBUTORS

EXCLUSIVE
SHOWROOMS

DEMO AT SHOPPING
MALL

PRODUCT AREA
DISTRIBUTORS

DEALER

RETAILER

CUSTOMER
Page 26

EXCLUSIVE
RETAILS

PROMOTION:
Promotional activity spreads the information about the product as a result it increases the
demand and puts forward the uniqueness of the product. The basic goal of all companies and
service providers is to generate more and more revenue and it is possible only by strategic
marketing strategy. The condition of the market is very competitive; there is N number of DTH
products almost equal in quality and service. It makes promotional marketing a more vital part of
the business. The task of promotional marketing is full of responsibility and only an expert with
marketing intelligence can manage the promotional activity successfully. The task is full of
responsibility and only an executive who knows the inside-out of marketing strategy and plan
can draw a better marketing strategy and promotional activity.
In most DTH companies the marketing department have the maximum number of employees as
the field of marketing is very diverse with lots of options. It is the responsibility of marketing
executives to plan a promotional activity depending on the available resources and the
companys goal. The marketing executive is well aware of the companys product line,
companies and products previous history, potential market and financial resources. It is the
responsibility of the executive to take care of all available advertising resources and plan
marketing campaigns that promise higher gain. Planning a successful promotional marketing is
one of the most crucial aspects of marketing.

Page 27

With the DTH market getting hotter and hotter day by day, it is indeed not surprising to see these
new services entering newly spending millions only for their ad campaign. The latest to enter the
DTH scene in India is Airtel DTH. They enter an already competitive market with Dish TV and Tata
Sky leading the scene and with the recent entry of Big TV making it even hotter. And now with
Airtel Direct to Home Service it has indeed become even more hot and interesting. Interesting for

Page 28

the fact that what will be their next marketing strategy will be for the existing as well as Airtel DTH
Services. They have named their service as Airtel Digital TV.
And to start off Airtel has really caught all the attention it need with their launch ad. With this
Airtels Digital TV Launch Ad, they have proven that they are indeed going not going to lag behind
but instead going to target or hit the market with the bang. Indeed with this Airtel DTH ad they have
crossed the half well.
This ad starts of a person named Rahul just coming out of the airport and become surprised to see a
huge welcome party waiting for him with 100s of people (said to be mostly the characters and
musicians, cartoon characters which you can see on TV) welcoming him with the banner Welcome
Rahul.
The actors Madhavan and VidyaBalan welcoming him and travel along with him in a Limousine
which is actually driven by a Ferrari Formula 1 Driver.Then when he reaches home he sees
cricketers, Zaheer Khan and GautamGambir receiving him on the elevator along with other sports
persons. Then when he reaches home he sees Karina Kapoor along with his wife. Then comes the
legend, A.R. Rahman who was seen playing a piano. Then he sees Saif Ali Khan asking him to sit
on the couch. The next scene turns out with all the stars, minus Madhavan and VidyaBalan, standing
behind with Saif handing over the remote to let him watch the TV which is powered with Airtel
Digital TV.

BRAND AMBASSADOR:

Saif Ali Khan

Karina kapoor

Page 29

PEOPLE:

The DTH industry is characterized by a large number of inexperienced workers, who need to put
in long hours of work. There are two kinds of people as far as the marketing mix is concerned:
people to serve (customers) and people that serve (employees) it is the customers who determine
whether the company is selling the right product and services. People that serve the organization
are the ambassadors or the face of the company. Excellent delivery standards which go hand in
hand with the image and positioning of the company can be achieved only if the staffs are
trained well.

PROCESS:
Cash and Cheque collected from customers shall be deposited timely with bhartiairtel / Bank
within time agreed as per agreement, and to insure that no misutilisation of the fund should
happen. Agencies should not hold any money, collected on behalf of bhartiairtel, with them
beyond the agreed hours. Any loss of data, material in possession of agency viz. receipt books,
Identity Cards, Stat Cards etc. would be informed to bhartiairtel immediately on the agency's
letter head. Agency shall keep all the data strictly confidential and use it only for the specific
purpose for which it has been given. Perform your role as per the instructions issued to you in
training/process manuals and specifics of collection action based on the product. Always carry
details of latest outstanding along.

Page 30

PHYSICAL EVIDENCE

Airtel Digital TV Set-Top Box :

The provided Standard Set-Top Box or STB is a capable digital or electrical equipment &
connected to the dish antenna with a cable, placed at near by the TV set. It receives Airtel
Satellite transmitted (multiplexed) signals from the receiver (LNB Connected) & turns the
signals into content (TV Signals) on TV screen. Airtel Digital TV Set-Top Box has 3 lights as
power light (Red Standby Mode & Green On),Remote Light (This light blink red on every
command through remote) & Message Light (Lights Yellow when there is an Unread Message).

Page 31

Airtel Digital TV Dish Antenna :

Airtel provides the Dish Antenna & LNB (Low Noise Block) as the receiver equipment with
every new connection kit/ CPE. The subscriber need to install the dish antenna at any open space
to receive the signals form the satellites. This device comes with much capability of amplifying
& down converts the signal & connected with STB using a wire or cable to supply those signals.

Airtel Digital TV - Universal Remote :

It comes with a remote control system & which works like a common medium control option for
both TV & STB simultaneously. The STB has also a port a insertion point for a card or VC. It
also features easy access of controlling channel viewing & other interactive service utilization.

Page 32

Airtel Digital TV View Card (VC) :

Every Airtel Digital TV STB has a port for inserting View Card or VC. This card is just like a
mobile phone SIM card with an unique numbering. After installation this card needs to be
activated for receiving satellite signals. The VC is pre-activated so that the subscriber can start
watching the channels as soon as Airtel Digital TV installed at his/her own place or with TV.
Every VC is uniquely numbered by digits or numbers & used as subscribers identity. The VC
decrypts the TV signals chosen & paid for by the customer, for better clarity of viewing on
his/her TV set.

Page 33

CHAPTER 5
RESEARCH METHODOLOGY

RESEARCH DESIGN
The methodology adopted for collecting the data required for the study was survey
method. It is the overall pattern or framework of the project that will dictate as to what
information is to be collected, from which sources and by what procedures.

RESEARCH METHOD
Research methodology must be classified on the basis of the major purpose of the
investigation. In this problem, description studies have been undertaken, as the objective of the
project is to conduct the market survey on customers perception about DTH services as well
asAirtel Digital TV with respect to services.Descriptive method is used in the research. A sufficient
thought has been given in framing the questionnaire and deciding the types of data to be collected
and the procedure to be used.

DATA COLLECTION
The information needed to further proceed in the project had been collected through primary data
and secondary data.

SOURCESOF 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 the customers who came into the shop
to purchase the electronic goods (TV, refrigerator etc.) and mobile phone recharge retailers were
surveyed.

Page 34

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 may be
the findings of research previously done in the field. Secondary data can also be collected from
magazines, newspapers, other surveys conducted by known research agencies etc.

Data collection method

Survey method has been used for collecting the data
Interviews
Questionnaires

Method of communication
Indirect communication (questionnaire) as well as direct communication (interviews) has been
used for collecting the information.

Sample size
150 customers have been surveyed.
150 Retailers have been surveyed.

Sampling technique
Convenience sampling has been used in the research.

Area of survey:
Bhandup,Nahur, Kanjur

Page 35

Chapter 6
Analysis and Interpretation

1) DTH availibility

DTH Avalibility
20%

Reasons for unavalibility

20%

Keep DTH

80%

Do not keep
DTH

Don't want to
divert business

13%

Less margine
54%

13%

Low sale
cable
dominance

The above graph shows that out of 150 retailers how many retailers keep DTH .
In a surveyed it is observed that 80% retailers out of 150 keep DTH and 20% retailers do not keep
DTH.
The reason for 20% retailers do not keep DTH are some retailers dont want to divert their
business, less margin on DTH, Low sale of DTH and cable Dominance.
From this we can say that even before a month of implementation of CAS, DTH companies are
not able to open a counter at each shop.

Page 36

2) Airtel Digital TV availibility

Airtel DTH Unavailibility

Airtel DTH availibility

No proper
service

18%
Keep Airtel

33%

45%
Do not Keep
Airtel

67%

37%

No sales person
Visit
No customer
brand
recognition

Out of 120 retailers who keeps DTH, 67% retailers keep Airtel DTH and 33%retailers do not
keep Airtel DTH.
Reason behind 33% retailers do not keep dth are they heard that Airtel is not providing better
service, no sales person visited to shop from long time,no Airtel Brand recognition by customer.
Average number of Airtel DTH KIT kept by retailers is 5.
By combining the data 1& 2 it is to be seen that out of total sample the availability of Airtel DTH
is just 50% which is very less.

3) Highet sale Of DTH

Highest sale of DTH

0% 0% 0%
Dish TV
Tata Sky
Videocon

16%
13%
71%

Page 37

 The above graph shows which DTH has highest sale by the retailers.
From the collected data, 71% retailers out of 120 are saying Videocon D2h had highest sale in
last month , 16% retailers saying Dish TV and 13% retailers saying Tata sky. No one spoke about
the Airtel, Big TV,Sun TV.
From this we can say that Videocon have highest market share in this area as compare to other
companies. Airtel needs to work a lot to compete with Videocon.

4) Best service provider DTH company

Best service
3% 2%
7%

Dish TV

15%

Tata Sky
Videocon

12%

Big TV
Airtel DTH

61%

Sun TV

The above graph shows which DTH company provides Best service.
61% retailers saying Videocon provides best before and after sales service. Only 3% retailers
says Airtel provides best service.
Airtel lacks in providing good service which is the major parameter for retailer before
keeping the stock of particular DTH. Less number of sales team, communication gap between
distributor and retailer, low number of technician are the reason for that.

Page 38

5) Profit margin and Incentives for Target

Profit Margine

Incentives for Target

3% 2%

1%
Dish TV

7%
19%

31%

Dish TV
7%

Tata Sky
Videocon

27%

Tata Sky
12%

Big TV
15%

16%

Videocon
Big TV

Airtel DTH

60%

Sun TV

Airtel DTH
Sun TV

The above graph shows that which DTH company provides more profit margin and incentives for
target.
This two parameter are more important from the point of view of the retailers and which is directly
related to the sale of DTH of that particular company.
TATA sky, Dish TV gives more profit margin to retailers as compare to Airtel. 60% retailers said
Videocon gives the incentives for target which help to increase the sale. Again in this major
parameter Airtellacks behind.
Airtel should focus on new technology which helps to reduce the cost of the product so retailers
will get the more margins

Page 39

6) Brand Preference

Brand Preference
3% 1%
Dish TV
17%

Tata Sky

31%

Videocon
12%

Big TV
Airtel DTH
36%

Sun TV

The above graph shows which company has strong brand recognition by the customer.
TATA sky and Dish TV has a strong brand recognition by customer where as Sun TV and Airtel
has low brand recognition by customer. With best promotional activities and tag line Isko laga

dala to life zingalala which is more popular TATA sky has strong brand recognition.
Airtel has strong brand name but not in DTH service so Airtel should focus on positioning.

7) Promoters And Promotional Tools

Promoter

Promotional Tools

12%

22%
Yes

Yes

No

No
78%

88%

The above graph shows Visibility of Airtel DTH at retailers counter.

Around 80% retailers said Airtel do not provides promoter and promotional tools like
hoardings,Demo,Canopy,Pamplates etc. at counter.
And this might be the reason of poor visibility of Airtel DTH and low brand preference and
low sale of Airtel DTH.

Page 40

8) Distributor and Airtel Sales person

Distributor Service

0%
0%
0%

Frequency of Airtel Sales

person

20%

11%

Daily

Yes
No
80%

Weekly
31%

58%

Monthly
Quarterly
Half Yearly

The above graph talks about the Distributor service and Airtel sales person.
80% retailers said that they get poor service from the retailers.
Most of the retailers said that Interval between two visit if Airtel sales person is around half a
year.
From this we can say that there is huge communication gap between Distributor, Airtel sales
person and retailer.

9) Airtel DTH recharge

Reason For not keeping

Airtel DTH recharge

Airtel DTH Recharge

Not Interested

10%
38%

27%

Yes
62%

No

32%
31%

Less margin
No recharge
available
Complex process

The above graph shows that the How many retailers keep Airtel Recharge and reason for not
keeping Airtel Recharge.
Most of the retailers do not keep Airtel DTH recharge and reason are less margine, complex
process, no recharge availability from the distributor.

Page 41

10) Service used by Airtel customer

Service using
0%
16%
SD
HD
HD recorder
84%

The above graph shows which service mostly use by airtel customer.
Out of 50 customer 84% customer are saying they are using SD service which is the basic
service and no one is using HD recorder because of high cost.
No one is using Interactive service and Movie on Demand service. Most of the customer
are saying they dont want to spend more on this service.

11) Company commitment

Company commitment
24%
yes
no
76%

The above graph shows weather customers are getting what company committed to them.
76% of customers are saying they are not getting what company committed to them.
They are only satisfied with picture and sound quality but they are not satisfied with after
and before sales service and recharge availability.

Page 42

12) Buying Parametor

Buying parametor
8%
8%
Price
No of channels
Picture quality
84%

Out of 50 cable customer 84% customr are saying they are very price sensitive . they
consider price of the product as a major factor.
Very less are saying they look upon the Quality and number of channel parameter.

13) Swap Option

Swap option
Tata sky

8%
24%

Airtel

24%

SUN tv
6%

Videocon
6%

32%

Dish TV
Big TV

After implementing CAS price of cable is increase then most of the customer prefer to
swap the option to Videocon, TATA sky, Dish TV because they are are providing good
service.

Page 43

FINDINGS
Less number of Airtel Digital counter in the market.
Many retailers do not keep Airtel Digital TV because poor distributor service and less number of
visit by companies sales person. As there is only one distributor in Bhandup, Nahur, Kanjur.
Market share of Airtel Digital TV is less in Bhandup, Nahur, Kanjurmarket.
Many retailers prefer to sale Videocon because of incentives paid by the company for target.
Many retailers said that please change your distributor in case of Bhandup, Nahur,

Kanjur.
Low Visibility of Airtel Digital TV in retailers shop.
Retailers do not get timely recharge from Distributor.
There is a communication gap between the company and the dealers.
Most of Existing Airtel customers are using Basic service, not using Interactive and Movie on
demand service and they are not getting what company commted to them.
Most of the Cable customer are price sensitive .

Page 44

Recommendation
1) Increase awareness:
Since there is lack in communication channel, it should betackled with care and dealers should be
constantly made aware about the offers andnew plans through meetings with company
executives at regular intervals.

2) Improve processes and techniques:

In order to make recharge or activationprocess more transparent and user friendly, the EPRS
technology needs to beupgraded consistently.

3) Improvement in after Sales Services:

Arrangeproper training for customer care executives as Airtel digital TV lacks proper after sale
service

4) Voucher Availability:
Make proper channel of Distribution of voucher.

5) Visibility:
Danglers create more impact on customer mind, it always visible andpromote offer and help to
recall brand resonance. Company should provide hoardings and Demo kits to retailers.

7).Airtel itself is a big name.company is totally confident about it but what we must
remember is the name and fame is in telecom sector and its totally new on DTH
sector so the company should work as it is starting from scratch.

8) More number of distributor points should be made. New and untapped areas
should be targeted instead of the old popular ones where already other companies are
present.Concentrate more on rural market as they have a huge untapped potential and are more
loyal than the urban market.

Page 45

9 ) Retail outlets must be increased.Retailers should be provided with relevant and

easy data about the product.

10) Promotional activities must be increased. It can be done by putting some hoardings on the
various parts of public place.and moreover the hoarding should b more in regional language and
little less in English.

11) Display at various retail outlet need to be improved.

12) More number of engineers should be increased in order to improve the service level. As of
now there is less number of engineers with the company, if possible for each city
or each distributor point engineers can be hired.

13) At least once in a month a meeting must be organized with the major retailers so that the
communication gap between the company & the retailer can be fulfilled. This should be done
because in this retailers are the key point in this market.

14) Airtel must come up with the flexibility in its monthly package given to its customer.Here it
means that the customer of Airtel can switch over to any package of its choice anyday& charges
should be made accordingly by Airtel.

Page 46

Conclusion
In this competitive world customer is the king of market. The expected service of the customer
should be match with the delivered service of the company. With the effecting and proper
communication and marketing strategy a company can built and maintain the positive relation
with its customer and will probably results in to a successful customer relationship which is
essential for organizational success and developments.
The introduction of Conditional Access System (CAS) digitalization will be made compulsory in
all metro cities and thus it is clear thatAirtel Digital TV has a good opportunity for their market
share expansion. Airtel Digital TV must concentrate more on their After Sale service and
Promotional Strategy. Airtel Digital TV also poor in counter advertisement. There is also lack of
customer awareness in market. Improving upon this parameters Airtel Digital TV have a great
market scope in future.

Page 47

Bibliography
Books, Magazines & News Papers

Marketing Management Kotler Philip, Pearson education publication,13thedition

Marketing Management Ramaswamy V.S., MACMILLAN Publication,4th edition
Times of India
Business Line

Websites

http://www.airtel.in/digitaltv/aboutas
http://www.sundirect.in
http://www.dishtv.in
http://www.pluggd.in/dth-industry-in-india-analysis-297
http://www.indiantelevision.com
http://www.mumbaispace.com/dth/airtel-dth.htm
http://www.indiantelevision.com/mam/headlines/y2k10/june/junemam74.php

Page 48

ANNEXURE 1
Dealer name:-
Address:-.
1) Do you keep DTH? If no then give reason?
Yes

No

..

2) Do you keep Airtel DTH? Specify volume?If no then specify reason?

Yes

NO

3) Other than Airtel which companies DTH you keep? Specify volume?
Dish TV

Tata Sky

Airtel TV

Big TV

Videocon TV

Sun TV

Videocon TV

Sun TV

Videocon TV

Sun TV

Videocon TV

Sun TV

Big TV

Videocon TV

Sun TV

Big TV

Videocon TV

Sun TV

4) Which company has highest sale in last month? Give rank?

Dish TV

Tata Sky

Airtel TV

Big TV

5) Which company provide you best service? Give rank?

Dish TV

Tata Sky

Airtel TV

Big TV

6) Which company gives you more profit margins?

Dish TV

Tata Sky

Airtel TV

Big TV

7) Which company gives you incentives for Target?

Dish TV

Tata Sky

Airtel TV

8) Which companies brand customers ask for?

Dish TV

Tata Sky

Airtel TV

Page 49

9) Does Airtelcompany provide any promoter to your shop?

Yes

NO

10) Does Airtel provide you promotional tools such as Hoardings, Pamphlets, Demo, and canopy?
Yes

NO

11) Are you satisfied with your distributor service?

Yes

NO

12) How frequently sales person of Airtel visit your shop?

Daily

Weekly

monthly

Quarterly

Yearly

13) Dou you keep AirtelDTH recharge? If no, then specify reason?
Yes

NO

Page 50

ANNEXURE 2
Existing Airtel Customer

1) Are you getting what company committed to you ?

Yes
No
2) Which recharge option you opt?
Online
Offline
3) To whom you approach if any Problem occure?
Call centre
Retailer
Friends
Neighbor
4) Which service or Pack you are using?
SD
HD
HD RECORDER
VALUE
ECONOMY ALTRA

MEGA

MAGNUM

5) Are you using Interactive and Movie on Demand service?

Yes
No
6) Give your opinion on following parameter ?
Parametor
Very good
good
Picture quality
Recharge
availability
After and
before sales
service

Page 51

neutral

poor

Very poor

Cable Users
1) Since how long you have been using cable TV?
Past 6 months 6 months to 1 year 1 to 3 years more than 3 years
2) How much do you pay for monthly cable?
Upto Rs 150 Rs 151-Rs 225 Rs 226-Rs 325 Rs 326-Rs 400 above Rs 400
3) Do you get all your required channels from your cable operator?
Yes
No
4) If answer to Q3 is no, then what reason does your cable operator gives for not
providing the required channel?
5) From the list provided below which DTH players are you aware of?
Dish TV Tata Sky
Airtel TV
Big TV
Videocon TV
Sun TV
6) Are you satisfied with the services of your cable operator?
Yes
No
7) Would you like to change from your cable operator to any of DTH players?
Yes
No
8) If answer to Q7 is yes, then which DTH provider would you like to change?
Dish TV Tata Sky
Airtel TV
Big TV
Videocon TV
Sun TV

Page 52

Other Than Airtel DTH user

1) Since how long you have been using cable TV?
Past 6 months..6 months t year.. 1 to 3 years.. more than 3 years
2) Which DTH you are using ? Specify Reason?
Tata Sky Dish TV Airtel Digital TV Big TV
_____________

Sun Direct

Others (then specify)

3) Are you satisfied with the services of your DTH operator?

Yes
No
4) Are you aware of airtel DTH?
Yes
NO
5) Would you like to change from your DTH operator to Airtel DTH ?
Yes
No
6) To whom you approach if any Problem occure?
Call centre
Retailer
Friends
Neighbor

Page 53