DISHTV INDIA LTD

SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL

FULFILLMENT OF POST GRADUATE DEGREE IN MANAGEMENT

A PROJECT REPORT ON

STUDY & ANALYZE CONSUMER BUYING

BEHAVIOUR IN FAST MOVING DTH
ENVIRONMENT

SUBMITTED BY:
CHIRAG KHURANA
MBA- (2012-2014)
Enrollment No. : A30101912092

INDUSTRY GUIDE
MR .GAUTAM SINHA
ASST. MANAGER

FACULTY GUIDE
MS. PREETI BAJAJ
ASST.PROFFESSOR

AMITY GLOBAL BUSINESS SCHOOL, NOIDA

AMITY UNIVERSITY UTTAR PRADESH

DISHTV INDIA LTD

CERTIFICATE OF ORIGIN
This is to certify that Mr. Chirag Khurana, a student of Post Graduate Degree in
Marketing and IT, from Amity Global Business School, Noida has worked in
the MARKETING DEPARTMENT, under the able guidance and supervision of
Mr. Gautam Kumar Sinha, designation Assistant Manager (Sales), Company
Dish TV India Ltd. The period for which he was on training was for 8 weeks,
starting from 1st JUNE, 2013 to 31st JULY, 2013. This Summer Internship report
has the requisite standard for the partial fulfillment the Post Graduate Degree in
Marketing and IT Degree. To the best of our knowledge no part of this report has
been reproduced from any other report and the contents are based on original
research.

Signature
(Faculty Guide)

Signature
(Student)

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ACKNOWLEDGEMENT
I express my sincere gratitude to my industry guide Mr. Gautam Kumar Sinha,
Assistant Manager Sales, Dish TV India Limited, for his able guidance,
continuous support and cooperation throughout my project, without which the
present work would not have been possible. I would also like to thank the entire
team of Dish TV India Limited, for the constant support and help in the
successful completion of my project. Also, I am thankful to my faculty guide Asst.
Prof PREETI BAJAJ, Director A. S. Bahal and Dean Aparajita Das Gupta of
my institute, for their continued guidance and in valuable encouragement.

Signature
(Student)

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DECLRATION

I Chirag Khurana , Roll No. A30101912092, student of MBA at Amity Global

Business School (Amity University) Noida, hereby declare that the project report
on Study and Analyze the consumer buying behavior in fast moving DTH
environment at Dish TV India Pvt Ltd. is an original and authenticated work
done by me. I further declared that it has not been submitted elsewhere by any
other person any of the Institute for the award of any degree/diploma.

CHIRAG KHURANA

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EXECUTIVE SUMMARY
The development of the Direct to home sector has experienced a major process of transformation
in terms of its growth, technological content and market structure in the last decade. Any
company which is successful is because of their reach among customers which is possible
through the effective tools through which a company communicates and attracts its customer.
Dish TV is most famous brand and have a sophisticated place and market leader position in the
mind of customer. This is due to its strong brand image.
During the training period following three tasks were given to me:1. DSA Appointment.
2. Corporate permission.
3. Working in analog area.
For each task specified time period was given and an average time was 3 to 4 weeks.
DSA Appointment:In this task a DSA i.e. Direct Selling Associate is appointed. The main
purpose of DSA is that He/She directly sells the product of the company to the customers.
For appointing DSA following procedure was followed:
Firstly market of Delhi and NCR was scanned and than an appropriate DSA, who is interested in
dealing of D2H services in market is selected. Then I arrange a meeting with my senior
Mr. Gautam Sinha. He explained various requirements of DSA, various plans that generate profit
to both the company and DSA.
Various methods that was applied to approach DSA
1. Scanning the market.
2. Posted Adds on various websites.
3. Tele Calling.
Corporate Permission:In this task I approach to various companies for installing canopy for the
promotion of Dish TV. In this process I take permission from the manager of the company for
allowing to install the canopy in their company premises.
For the advertisement I firstly scan the market and find out which are the industries where there
is more footfall.
So I approach that companies more and try to convince the manager so that they give the
permission for installing the canopy.

DISHTV INDIA LTD

Following are the companies that was targeted:

1. HCL
2. Aegis
3. Logixpark
4. Dell
and many more..
Working in Analog area:In this task I approach to various areas in Delhi, Noida region. The main
purpose of this task is to convince various customers for switching to Dish TV from Cable
services. The most important method used for this task was Door to Door method.
For conducting all these task, I approached different methods which are:
Door to Door.
Scanning the market
Tele Calling.
SMS.
Mails.
Corporate Marketing Activities.
Adds on various websites such as Quiker.

The attempt behind this project was to find out the effectiveness of DISH TV as a brand over the
retail outlets and its competitor position over these outlets, so that company would be able to find
out its lagging area and can focus more effectively to target more and more customer and to
communicate them more easily.

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INTRODUCTION
OVERVIEW OF THE INDUSTRY

The history of Indian television dates back to the launch of doordarshan, Indias
national TV network in 1959. The transmission was in black & white. The 9 th
Asian games which were held in 1982 in the countrys capital New Delhi heralded
the mark of color TV broadcasting in India.

In 1991, Indian economy was

liberalized from the License Raj and major initiatives like inviting foreign direct
investments, deregulation of domestic business emerged. This lead to the in flux of
foreign channels like Star TV and creation of domestic satellite channels like Sun
TV and Zee TV. This virtually destroyed the monopoly held by doordarshan. In
1992, the cable TV industry started which 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 cablewallahs or 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

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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.

Countrys 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 every where. The average Indians 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 Indians like
capital DTH, digital cables, IPTV are suddenly finding presence in the countrys
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 MSOs
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 LCOs can
receive this digitalized bundle and deliver to the individual homes. With HITS,
country wide implementation of CAS becomes instantaneous and cost-effective.
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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.
According to a report on Direct to home (DTH) service, it predicts that India would
overtake Japan as Asias largest DTH by 2010 and be the Asias leading cable
market by 2010 and the most profitable pay-TV market by 20015.
List of players in the industry
Doordarshan (DD-Direct +) of Prasar Bharati comprising of 33 FTA
channels and 12 All India Radio Channels.
Dish TV of ZEE group.
Tata Sky joined venture between Tata and Rupert Murdochs Sky TV.
Sun direct of Sun Network.
BIG TV of Reliance Anil Dhirubhai Ambani group.
Airtel digital TV of Bharati telemedia
Videocon d2h of videocon industries

CATEGORIZATION OF PLAYERS IN THE INDUSTRY

Government owned player: DD Direct+.
Private players: Dish TV, Tata Sky, Sun direct, Big TV, Airtel digital TV, Videocon
d2h

DISHTV INDIA LTD

BRIEF PROFILE OF PLAYERS IN THE INDUSTRY

DD DIRECT+
Doordarshan is the public television broadcaster of India and a division of Prasar
Bharati, a public service broadcaster nominated by the Government of India. It is
one of the largest broadcasting organizations in the world in terms of the
infrastructure of studios and transmitters. Recently, it has also started Digital
Terrestrial Transmitters. On September 15 2009, Doordarshan celebrated its 50th
anniversary.
Doordarshan had a modest beginning with the experimental telecast starting
in Delhi on 15 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. In the same year, color TV was
introduced in the Indian market with the live telecast of the Independence Day
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speech by then Prime Minister Indira Gandhi on 15 August 1982, followed by the
1982 Asian Games being held in Delhi. Now more than 90 percent of the Indian
population can receive Doordarshan (DD National) programmes through a network
of nearly 1400 terrestrial transmitters and about 46 Doordarshan studios produce
TV programs today.

DD Direct+ is a free Direct to Home (DTH) service that provides satellite

television and audio programming to households and businesses in the Indian
subcontinent. Owned by parent company Doordarshan, DD Direct Plus was
launched on December 16, 2004. Now chairman of DD plus+ is Shri Arun
Bhatnagar and CEO is B S Lalli under the ministry of information and
broadcasting.
DISH TV
Dish

TV is

the

first

private 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 and Mr. Subhash Chandra is the Chairman of Dish TV. 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
dishtv to modernize TV viewing. By digitalizing Indian entertainment, this
enterprise brought best television viewing technology to the living room. It not
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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 Group's
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 uses NSS-6 to broadcast its

programmes. NSS-6 was launched on 17 December, 2002 by European-based

satellite provider, New Skies. Dish TV hopped on to NSS-6 from an INSAT
satellite in July 2004. The change in the satellite was to increase the channel
offering as NSS 6 offered more transponder capacity.

TATA SKY
Tata Sky is a DTH satellite television provider in India, using MPEG-2 digital
compression technology, transmitting using INSAT 4A at 83.0. Tata sky is
incorporated in 2004; Tata Sky is a JV between the TATA Group and STAR. Tata
Sky DTH endeavors to offer Indian viewers a world-class television viewing
experience through its satellite television service. Vikram Kaushik is present CEO
of Tata Sky Ltd. The TATA Group is one of India's largest and most respected
business conglomerates. It comprises 93 operating companies in seven business
sectors and diversified group: information systems and communications,
engineering, materials, services, energy, consumer products and chemicals. The
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TATA Group has operations in more than 40 countries across six continents and its
companies export products and services to 140 nations.
The Group and its enterprises have been steadfast and distinctive in its adherence
to business ethics and their commitment to corporate social responsibility. This is a
legacy that has earned the Group the trust of many millions of stakeholders in
measure few 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 20 years experience of satellite broadcasting. SKY is well
known for the innovative products and services launched by BSky, such as DTH
broadcasting in 1989, digital satellite broadcasting in 1998, interactive television
services in 1999 and the SKY+ personal video recorder in 2001. Tata Sky joins an
international group of DTH businesses that includes platforms as far apart as the
UK and Italy in Europe, and Mexico and Brazil in Latin America. Tata Sky Ltd is
the First Indian DTH provider to be awarded the ISO 27001:2005 accreditation, the
ultimate benchmark for information security. The assessment for the certification
was conducted by Intertek Systems Certification, the management systems
registration business unit of Intertek Group plc and is accredited by several
internationally-recognized accreditation bodies worldwide.
In October 2008, Tata Sky announced launching of DVR service Tata Sky+ which
allowed 45 hours of recording in a MPEG-4 compatible Set Top Box. The remote
is provided with playback control keys and is being sold with special offers for
existing subscribers. Tata Sky was selected as a SUPER BRAND for the year
2009-2010 by an independent and voluntary council of experts known as Super
brands Council. It is the only Indian DTH to have won this distinction.

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SUN DIRECT
Sun Direct is a DTH satellite television provider in India, using MPEG-4 digital
compression technology, transmitting using INSAT 4B at 93.5E. It is the country's
first MPEG 4 technology DTH service provider. Sun Direct is a DTH service in
India headquartered in Chennai, Tamil Nadu. Sun Direct TV was registered in
February 16, 2005. However, the failed launch of INSAT 4C resulted in a lack of
transponders, delaying the launch. The service was finally launched on December
2007 after availability of transponders from INSAT 4CR. Because of the lowest
pricing of any DTH in India Sun Direct spread rapidly all over the country. On
December Sun Direct was launched in Mumbai and announced its pan India
launch. By 2009 it became leading DTH provider with 3 million subscribers. This
makes it 4th largest DTH service provider of India. In April 2009 Sun Direct
officially launched its High-Definition 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 markets
quickly and efficiently. Sun Direct selected Oracle based on its convergent multiservice capabilities and proven real-time scalability allowing it to consolidate
billing operations, enables powerful new service offerings and improves visibility
into customer information across services.

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BIG TV
Reliance BIG TV is a DTH satellite television provider in India based in Navi
Mumbai, using MPEG-4 digital compression technology, transmitting using
MEASAT-3 91.5east. 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 Dhirubhai Ambani Group 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 Tho BIG Ho" ("If you have a TV,
make it BIG"). It currently offers close to 200 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 was launched on August 19, 2008 with the sole aim of providing
the consumer 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
home entertainment ever and deployed the most advanced MPEG4 technology that
enabled them 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 MPEG4 technology can support HD TV and not MPEG2 which is used by the
earlier entrants in the DTH industry.
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
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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.

AIRTEL DIGITAL TV
Bharti Airtel Limited is the flagship company of Bharti Enterprises and is Indias
largest integrated and the first private telecom services provider with a footprint in
all the 23 telecom circles. As India's leading telecommunications company, the
Airtel brand has played the role of a major catalyst in India's reforms, contributing
to its economic resurgence. Airtel since its inception has been at the forefront of
technology and has steered the course of the telecom sector in the country with its
world class products and services.

Airtel Digital TV is a DTH (Direct to Home) service from Bharti Airtel. It uses
MPEG-4 digital compression with DVB-S2 technology, transmitting using INSAT
4CR 74E
Airtel digital launched on 8 October, 2008 with a 360 degree mega campaign
'Come Home to the Magic. Since then 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.

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Airtel chief Sunil Mittal said that Airtel digital TV and other DTH players have a
bright future in Indian market as the people are getting more attracted towards
DTH because of its quality and affordability.

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 Ahmedabad on 14thFebruary, 1991.

Videocon d2h launched 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 with out 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.

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PRODUCT LINES AND CONSUMER BEHAVIOUR

RANGE OF PRODUCTS

Set-Top-Box.
Head-Antenna.
Cable
DVD
Remote

LCD TV/PLASMA TV/CATHODE RAY TV/LED TV

PRODUCT DESCRIPTION
SET-TOP-BOX:
The set top box comprises of the MPEG-2 OR MPEG-4 with DVB2
technology.
Head-antenna:
Antenna which receives signals directly from satellites,
Cable:
Cable connects antenna to the set up box
DVD:
One of the recent entrants into DTH industry is vediocon. This came with set
top box with DVD

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ACCESS CARD:
The access card is another important thing in the set top box setup
Where the access card will receive the signals directly from satellite trough head
top antenna.
LCD TV:
Some companies are offering the whole set of LCD TV with DTH connection
And in the case of cathode ray tubes and in case of PLASMA
Remote:
A compactable remote for both SET UP BOX and TV is used in operating both
TV and Set top box.
Complimentary Goods:
LCD TV, DVD, CT TV, Cables, plus box, Ups, Home theaters, sound box,
plastic and paper which are used for recharge cards.
Substitutes:
Local Cable Operators, Inter-Net which is bringing many facilities like live TV
channels, along with the net browsing, Theaters, radio stations, I pods.

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GROWTH OF THE INDUSTRY

RATE OF GROWTH
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.
With the Indian economy growing at a GDP growth rate of 7.4%, there is a sense
of growth prevailing every where. The average Indians disposable income and
purchasing has risen to never before levels. The industry is anticipated to add
nearly 5 Lakh subscribers per month during 2009 and the numbers are forecasted
to surge further at a CAGR of around 30% through 2012, "Indian DTH Market
Forecast to 2012". 20% annual growth is being witnessed in the DTH sector in
India with over 8.5 million households having digital pay-TV.
A report attributes that the anticipated growth to the efforts of DTH industry
players who are all trying to lure viewers by cutting down prices as well as offering
perks even though it translates into loss of Rs 1,600-2,000 on each new subscriber
acquired by them. They have started to offer a number of value-added services
such as 'movie on demand', live recording of TV content, matrimonial matchmaking, etc.

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PATTERN OF GROWTH
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 SCAR are the factors which effects the growth of the
industry. Growth determinant and high TV sales increase the chance for more
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DISHTV INDIA LTD

sales of set top box which will effect 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.

MARKETING
Market segmentation, marketing strategies, marketing practices and marketing
concepts specific to the industry
Indian TV channel broadcast 15.7-mn advertisement every year, which totals to
362-mn seconds of TV advertisement every year. India currently has over 400
channels. TV viewer ship has declined by 5% since 2001. TV broadcasters are
expected to go hike in advertisement rate this year by 16-18%. Market
segmentation in DTH industry mainly concentrates on women who dont 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, maths, science and social knowledge. It also focuses on old
people as it has updated videos of various holy and religious places.

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DTH uses different marketing strategies for promotion and sales of its product. It
gives advertisements with their brand ambassadors which attract customers, door
to door selling, on the phone selling, discount and offer sales, packages, etc
Marketing practices is a continuous process as the competition keeps increasing
among the players in the industry. Each player is investing lots of money in
promoting there brands. Many players are making advertisement with movie actor
and actress as brand ambassadors for their products because DTH is mainly
considered with entertainment.
Some of the companies like Tata sky is having Super Star Amir khan as brand
ambassador and Airtel is having many film stars like Kareena kapoor,
A.R.Rehaman , saif ali khan, etc. Dish TV is also having Super Star Shahrukh
Khan as the brand ambassador.
Sun direct also uses southern actress for their brand promotion.

Marketing

practices are the decisions taken by the manufacturing company to increase sales,
expand themselves into many areas etc. Successful marketing practices bring sale
up, while unsuccessful marketing practices have no impact on sale or negatively
impact sale. Marketing concepts specific to the industry is primarily targeted at a
niche segment who buy the TV sets from the electronic retail chains.

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STRATEGIES AND COMPETITION IN THE INDUSTRY

Competitors, Strategies used in the industry, Porters generic strategies model,
porters five forces model and analysis using it, element of industry structure,
porters value chain model analysis, swot analysis, concept of generic value chain,
concept of growth share market matrix, company position .
COMPETITORS
Every company has its own goal, every company wants to achieve and full fill its
goals, many companies like the big players in the industry wants to grab most of
the market share. Some of the companies want to achieve 10million customer base
by 2010 they are Dish TV, Tata sky, Sun direct, BIG TV etc.
The industrys objective is to achieve 60million customers buy 2012 i.e., nearly
50% of the present existing customers.
STRATEGIES USED IN THE INDUSTRY
Technology transfer is one of strategy used in the industry and it is existence for a
long time. In recent decades, concerted effort has been made to exploit the existing
technology to a larger extent by transfer of technology, to generate greater
economic impetus. It provides opportunity to generate larger returns on the
investments made in R&D. Its importance lies in its ability to stimulate and
strengthen the innovation process.
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PORTERS GENERIC STRATEGIES MODEL

Generic strategies were used initially in the early 1980s, and seem to be even more
popular today. They outline the three main strategic options open to organization
that wish to achieve a sustainable competitive advantage.

The generic strategies are:

1. Cost leadership,
2. Differentiation, and
3. Focus

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1. Cost leadership

In the case of media products, means they should be offered at a price lower than
their competitors but with as good benefits, or, the unique benefits the media
products offer can over-offset the premium.
2. Differentiation
Differentiation in DTH refers to when a organization provides unique benefits to
the users through product innovation. This is to increase the probability of the
media users to choose the product. A media organization with a target user loyalty
can concentrate more on how to fully meet the target users needs rather than on
product cost saving.
3. Focus
Focus strategy is also known as a 'niche' strategy. The clutter of ads has now
spilled out on the number of channel availability due to which people are spoilt for
choice. Thus Niche channels are the only way to maintain viewer loyalty. TATA
Photon plus is more niche oriented.

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SWOT ANALYSIS ON DTH INDUSTRY

INTERNAL
STRENGTHS

WEAKNESSES

Growing number of player and

competitive advantage.

Supply creates its own demand.

Brand name

Service and flexibility.

Skilled labor

Satellite technology

Signals

Viewer migration.

Uncertainty in viewer ship.

EXTERNAL
OPPURTUNITIES

THREATS

Technology

Economic downturn.

Distribution

Climate

Innovation

Radio

Value adding

Cinema halls

Broadcasting of channels

New entrants

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PORTERS FIVE FORCE MODEL

The five forces which one must consider to analyze any industry are the rivalry
between the firms within the industry being analyzed, the bargaining power of
buyers, the bargaining power of suppliers, the threat of substitute products or
services, and the threat of new entrants (also known as barriers to entry). They are
also shown in the diagram below. Initially propounded by Harvard Business
School Professor Michael Porter, the Five Forces framework has been accepted as
a strategic framework which one can apply to analyze any industry.

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Threat of substitutes
DTH gives stiff competition from the terrestrial, cable & IPTV. As per the industry
estimates, there are 130 million TV homes of which 71 million are served by cable
and around 6 million served by DTH with the remaining taken by terrestrial
transmission. As IPTV is a new entrant there is not much data on its subscriber
base.
Bargaining power of suppliers
DTH industry relies on three major suppliers. Customer premise equipment (CPE)
Comparing of the satellite Dish, Set Top Box with the necessary Access Card, the
Ku band transponders are obtaining satellites and content. With India set to
overtake Japan as Asias largest DTH by next year, the bargaining power of India
DTH operators with CPE suppliers have been steadily increasing.
Bargaining power of buyers
With enough operations to choose both from the point of alternate mediums like
cable, IPTV and terrestrial broadcast and from the point of increasing DTH
operators, the consumer is at his will to decide. Customers will continue to have a
high bargaining power until DTH platforms try to differentiate them as superior
players with better content and clarity.

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Rivalry among existing firms

With 3 operational players and 4 players in the queue, inter firm rivalry is quite
high.
The competition from state owned DD-Direct to private players in negligible from
the content point of view as the number of channels offered by DD-Direct is very
limited. However, DD-Direct does not change any monthly subscription charges.
Between Dish TV is Tata Sky there is an intense rivalry exhibited by price war and
discount schemes offered to new connections. Being the first mover, dish TV had
price advantage in both the STB offers superiors DVD quality Video to its
advanced STB.
While Dish TV is planning to spend Rs. 850crs over the next 3 years, the rival
TataSky is willing to spend Rr.2000crs over the medium term. The companies have
also set ambitious targets with Dish TV aiming to reach 5 million subscribers in the
next 18 to 20 months while Tata sky aiming to reach 8million subscribers in the
next 18 to 20 months while Tata sky aiming for 8 million subscribers by 2012.
Threat of new entrance
With already 7 players space in the DTH space, threat of new entrants is low.
There is already enough competition which will discourage new firms to enter this
business. While getting a licensee is relatively easy, the barriers to entry are high
when it comes to pricing of CPE and getting the required transponder. There is a
definite, first mover advantage.

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ANALYSIS OF THE INDUSTRY USING PORTERS VALUE CHAIN

MODEL
Porters value chain analysis is considered with the value analysis of the several
functions of the DTH industry, it makes to understand the importance of this model
to develop and add on value to the present features of the industry and its
functioning.
Value analysis says that an effective logistics should be undertaken to
commencement of the business in cost effective way. The most the cost effective,
the more value is added to the process. It is noting but proper or optimal use of the
resources present and using the technology. This value addition is not only in the
logistics, it should be carried in all areas of the management, production,
distribution and etc. Thus DTH industry can increase its value addition to the
customers and the features and of industry.

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CONCEPT OF GROWTH SHARE MATRIX (BCG MODEL)

The BCG GROWTH SHARE MATRIX is a portfolio planning model developed
by Bruce Henderson of the Boston Consulting Group in the early 1970's. It is
based on the observation that a company's business units can be classified into four
categories based on combinations of market growth and market share relative to
the largest competitor, hence the name growth share.

Under the BCG GROWTH-SHARE MATRIX, as an industry matures and its

growth rate declines, a business unit will become either a cash cow or a dog,
determined solely by whether it had become the market leader during the period of
high growth. While originally developed as a model for resource allocation among
the various business units in a corporation, the growth-share matrix also can be
used for resource allocation among products within a single business unit.

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In the DTH industry when the market share is obtained then it is automatically
treated as the market leader, and also it needs maximum market share to extent,
when the market is not in incremental state then the growth rate of the industry will
retain. Again this industry follows all the variables in the all areas till the both will
come into normal level.

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COMPANY PROFILE
Dish TV India Limited is an Indian company engaged in the business of
providing direct-to-home (DTH) satellite television service, which includes
teleport service, customer support and transponder space leasing.
Dish tv is a division of Zee Network Enterprise (Essel Group Venture).

Dish TV India Limited is ranked 437 and 5 in the list of media companies
in the Fortune India 500 roster of Indias largest corporations in 2011. It uses
MPEG-2 digital compression technology, transmitting using NSS-6 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.
Zee Network incorporated Dishtv to modernize television (TV) viewing. It
provides features such as Electronic Programme Guide (EPG), parental lock,
games, 330+ channels and services, interactive TV and movies on demand.
Dish TV India Limited, together with its subsidiaries, operates as a direct to
home (DTH) entertainment services company in India. The company offers
DTH satellite television services, which include teleport, customer support,
and transponder space leasing services primarily under the Dish TV brand
name. It operates approximately 267 channels; and serves approximately
13.5 million subscribers. The company is based in Noida, India.

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COMPETITORS
Its primary competitors are cable television and other DTH service
providersAirtel digital TV, Reliance, Big TV, Tata Sky, Sun Direct, and
Videocon D2H and n others.

HISTORY

DTH service was launched back in 2004 by launching of Dish TV by Essel

Group's Zee Entertainment Enterprises. Dish TV is on the same satellite
where DD Direct+ was, DD Direct+ shifted to Insat 4B which is adjacent to
NSS-6. Dish TV was only DTH operator in India to carry the two Turner
channels Turner Classic Movies and Boomerang. Both the channels were
removed from the platform due to unknown reasons in March 2009. In
October 2010 Dish TV added the long awaited Neo Sports and Neo Cricket
on its platform

DTH on Wheels

Dish TV also provides mobile satellite TV on vehicles, trains and aircraft.

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Subscriber Base

Dish TV had about 12 million customers as of March 2012. Dish TV is

presently Asia's lagest and going to be world's largest very soon.

Dish truHD

The logo of Dish truHD.

Dish TV recently launched its high definition service called Dish truHD. Its
major competitors are SUN Direct HD, Tata Sky HD, Airtel Digital TV HD
and the Reliance Digital TV. It supports 1080i HD quality. Currently there
are 41 HD Services. DISHTV plans to give more HD content to its
customers.

Dish truHD+
Dish TV Recently introduces its PVR service which requires an External
USB Hard disk drive to be plug into the Set Top Box's USB Port it can
provide & support recording space up to 2 TB.

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DISHTV INDIA LTD

Website
Its official website is http://www.dishtv.in

DishTV Recharge
DishTV Recharge is Indias first direct to home (DTH) entertainment
service of digital picture, family entertainment, dish guide and satellite tv
Services in India. Dishtv recharge can done while you are on national
roaming also through online. Dish tv packages are cheap and affordable
compare to others. Dish tv packages are now available through online by
mobikwik.com. You can do dish tv online Recharge by the comfort of your
home. It offers DishTV Packages, hassle free options of Online Payments
for all purposes. Dish TV online recharge is easy and of course the fastest
way of recharge.
Dish TV provides a lot of custom designed packages which offers you a
natural entertainment experience at the best value for money. Dish tv
Packages are designed to give you a localize flavour, in a way that you can
recharge. Dish TV online payment is also available for recharging the
packages, this recharges can be done online from your credit card, debit card
or net banking.

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Key Executives
Mr. Subhash Chandra , 60
Chairman and Chairman of Nomination
Committee
Mr. Jawahar Lal Goel , 57
Managing Director, Director, Member of
Share Transfer & Investors Grievance
Committee, Member of Fin. Committee,
Member of Budget Committee, Member
of Esop Allotment Committee and
Member of Cost Evaluation &
Rationalization Committee
Mr. R. C. Venkateish ,
Chief Exec. Officer
Mr. Rajeev K. Dalmia , 48
Chief Financial Officer
Mr. Salil Kapoor ,
Chief Operating Officer

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Dishtv Packs VS Competetion

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SWOT ANALYSIS FOR

ON DISH TV INDIA

INTERNAL
STRENGTHS

WEAKNESSES

First Mover Advantage

Strong Promoter Backing

Indian DTH Industry- Fastest

Growing Segment of C&S

Increased Transponder Activity

Highest number
broadcasted

of

Business Largely Dependent in Broadcasters

and Satellite Transponders
Multiple Taxation- Area of Concern for DTH
Industry
Poor customer service

channels

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EXTERNAL
OPPURTUNITIES

THREATS

Increasing
HouseholdsOpportunity for Growth

Development of Technology May Turn DTH

Services Obsolete

Analog
Broadcasting
Being
Phased Out-Pace of Digitization
Increasing

Cut Throat Competetion

Adverse regulatory changes

Digitization Mandate-Opportunity
for DTH to Enter Cable
Strongholds

Slowdown of Economic Growth

HD: Long Term Value Driver and

Key Differentiator

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DETAILED SWOT ANALYSIS

STRENGTHS

Dish tv was the first 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 a commendable 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), navy war 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 downsliding on the packaging tiers, due to more value being
packaged at the lowest packs, dishtv 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.

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OPPORTUNITIES

Indias 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 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 five 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 costs can negatively impact bottom-lines unless constant attention
and strategy is deployed to manage and control the subscribers base.

QUESTIONAIRE
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DTH Survey
* Required
Q.1 Name *
This is a required question
Q.2 Age *
o

upto 18

18-30

30-40

above 40

Q.3 Occupation *
Government Service

Business

Student

Other:

Q.4 Annual Family Income *

upto 1,00,000

1,00,000 - 3,00,000

3,00,000 - 5,00,000

5,00,000 - 7,00,000

7,00,000 - 9,00,000

Above 9,00,000

Q.5 Family Size *

2

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DISHTV INDIA LTD

above 4

Q.6 Number Of TV sets in your Home *

1

More Than 2

o
o

Q.7 Are you a user of a DTH (direct to home) service for your Television? *
Yes
No

Q.8 Which DTH Service you are using? *

Dish TV

Airtel

Videocon D2H

Tata Sky

Reliance D2H

Other:

o
o

Q.9 Are you aware of Multi TV option? *

Yes
No

Q.10 Reason for using particular DTH Services? *

Package Cost

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DISHTV INDIA LTD

Installation Charge

Universal Remote

Other Reasons

Q.11 Why would you go for DTH? (Can choose only one) *
Interactive Services

Living in a CAS notified area (forced to for access to TV channels)

Due to bad service from cable operators

More transparent payments

Superior Video Quality

More Channels

Other

Q.12 Please rate how important the following are when you purchase a DTH connection. *

Satisfactory

Unsatisfactory

Price
Number of channels
Continued service in heavy rains
HD quality video
Sound quality
Ease of purchase
Ease of payment
Quality of service
Helpline

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DISHTV INDIA LTD

Satisfactory

Unsatisfactory

Quick Response to Complaints

Ability to record programs
Special channel for Kids
Recording Capacity
Q.13 Please rate the following brands based on the attributes of DTH.

Dish T.V

Airtel

Tata Sky

Videocon
D2H

Reliance
D2H

Other

Price
Quality
Customer Service
Interactive Service
Recording
Q.14 How your connection works during different weather conditions? *

Very Poor

Very Good

Select a value from a range of 1,Very Poor, to 5,Very Good,.

Q.15 Mode of recharge *

Mobile Recharge

Service Provider Outlet

Online Recharge

Other:

Q.16 Recharge Convenience *

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DISHTV INDIA LTD

Very Poor

Very Good

Select a value from a range of 1,Very Poor, to 5,Very Good,.

Q.17 Which DTH monthly plan do you use? *

Below 150

150-250

Above 250

Q.18 Is DTH service provider take your feedback after installation? *

Yes
No

Q.19 How do you get different offers of your DTH connection? *

SMS

TV channel

TV Ads

Pamplets

Email

Other:

Q.20 Please rate how satisfied you are with your current DTH service. *

Strongly Dislike
Select a value from a range of 1,Strongly Dislike, to 5,Strongly Like,.

5
Strongly Like

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