Marketing Strategies of Dth

PROJECT REPORT ON DTH

CONTENTS

PREFACE

ACKNOWLEDGEMENT

CERTIFICATE

DECLARATION

1.Chapter -1

a. Introduction b. History c. Mission and Vision d. Brand Value

2. Chapter-2

a. Objective of the study

3. Chapter-3

a. Research Methodology

4. Chapter -4

a. Products

5. Chapter – 7

a. Data Analysis and Interpretation

6. Limitation

7. Recommendation & Suggestions

8. Conclusion

9. Bibliography

SVNIT COLLEGE SAGAR 1


INTRODUCTION OF DTH

A Customer is the king, he gives an opportunity to formulate new products and services.

A business exists because of the customer; in the absence of demand emanating from the

consumers the collapse of a business is inevitable.

Mahatma Gandhi said “a customer is the most important visitor in our premises. He is

not dependent on us, we are on him. He is not an interruption to our work, he is the purpose of

it”.

In present busy world any human feels to spare little time for relaxation and

entertainment, for which they prefer the most is the Television. Now, the television has gone to

its next level of providing entertainment.

Satellite television is becoming a buzzword in the satellite broadcast industry due to the

fact that it offers immense opportunities to both broadcasters and viewers.

Satellite television is television delivered by the means of communication satellite and

received by an outdoor antenna, usually a parabolic mirror generally referred to as a Satellite

dish and as far as household usage is concerned, a satellite receiver either in the form of an

external set-top box or a satellite tuner module built into a Television sets. In many areas of the

world Satellite television provides a wide range of channels and services, often to areas that are

not serviced by terrestrial or cable providers. Satellite Television offers many solutions to

broadcast and cable Tv problems.

Satellite Television, an encrypted transmission that travels to the consumer directly

through a satellite, provides a strong digital signal to subscriber’s television sets and is almost

completely wireless.

Instead of scanning various satellites for different channels, modern satellite Television

providers license the use of popular cable or broad cast channels. Much like a cable system, the

tuner descrambles the selected programs sent out on a specific frequency. This allows the

satellite television providers and the subscribers the option of pay-per-view movie rentals or the

blocking of adult-oriented or premium movie channels. With satellite television a user can scan

nearly 700 channels!



The history of the satellite television services in India started way back in 1996. But the

proposal couldn’t get through policy hurdles due to concern over national security and threats to

cultural invasion. Finally, only in 2000, the satellite television entered in India.

Satellite television is better than cable Tv. This is because cable Tv in India is analog.

Despite digital transmission and reception, the cable transmission is still analog. Apart from

enhance picture quality, stereophonic sound effects, satellite Television also allows interactive

Tv services such as movie-on-demand, Internet access, video conferencing and e-mail.

Today, broadcasters believe that the market is ripe for satellite television. The prices of

the dish and the set-top box have come down significantly and customers are also reaping the

benefits of more attractive tariffs. The following are the various Satellite television service

providers in Madurai city:

SATELLITE TELEVISION SERVICES IN INDIA

The rapid growth of Satellite television in India has propelled an exodus from cabled

homes, the need to measure viewership in this space is more than ever. The history of DTH

services in India started way back in 1996. But, the proposal couldn’t get through policy hurdles

due to concern over national security and threats to cultural invasion. However in July 2006, it

was finally approved by Indian Government. Currently DTH customer’s base stands up to 14

million whereas still total cable TV households subscriber number is 75 million. When satellite

television first hit the market, home dishes were expensive metal units that took a huge of yard

space. In these early years, only the most die-hard TV fans would go through all the hassle and

expense of putting in their own dish. Satellite TV was a lot harder to get than cable TV.

India currently has six major satellite television service providers and a total over 20

million subscriber households in 2010. Dish TV, Tata Sky, Sun Direct DTH, Reliance BIG TV,

Airtel Digital TV and the public sector DD Direct Plus. As of 2010, India has the most

competitive Direct-broadcast satellite market with 7 operators. The available opportunity today is

huge considering the fact that India has an existing population of 225 million TV households out

of which 130 million are Cable serviced households and 20 Million are Satellite television

serviced households. Subscribers in the country currently have to pay for installation each time



they switch their Satellite television service providers. The major satellite TV companies are

luring in more consumers every day with movies, sporting events and news from around the

world and the promise of movie-quality picture and sound. India is set to overtake the USA as

the world’s largest Direct-broadcast satellite market by 2012.

INDUSTRY PROFILE

Indian DTH space is a rapidly rising industry. Since the time, it first arrived in India,

more and more new players are joining the bandwagon. Because of arrival of new entrants, this

industry has become very competitive which ultimately results in customers having more

benefits and options of latest technology.

DTH stands for Direct-To-Home television. DTH helps in keeping broadcasters in direct

touch with consumers thus, eliminating the need of local cable operators. DTH technology works

through direct reception of satellite programmers with a personal dish.

The latest technology of DTH network includes satellites, multiplexers, broadcasting

center, modulators, encoders and DTH receivers. Technologically speaking, the process starts

with DTH service provider leasing Ku-band transponders from the satellite. Thereafter, encoder

gets into the process of converting video, audio, and data signals into the digital format.

Once encoding is done, multiplexer mixes these signals. Users have to install a small dish

antenna and set-top boxes which decode those mixed signals and lastly users get to view

numerous TV channels. Primarily, DTH is an encrypted transmission received directly from the

satellite by the consumer at his place with the help of dish antenna.

The history of DTH services in India dates back to 1996. But, the proposal couldn’t get

through policy hurdles because of concern over national security. It was finally allowed in July

2006. As of now, number of total customers stand at 14 million whereas total cable TV

households number is 75 million. That reflects the huge potential of this industry in the long run.



HISTORY OF DTH

DTH services were first proposed in India in 1996. But they did not pass approval because there

were concerns over national security and a cultural invasion. In 1997, the government even

imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to

launch its DTH services in India.

Finally in 2000, DTH was allowed. The new policy requires all operators to set up earth stations

in India within 12 months of getting a license. DTH licenses in India will cost $2.14 million and

will be valid for 10 years. The companies offering DTH service will have to have an Indian chief

and foreign equity has been capped at 49 per cent. There is no limit on the number of companies

that can apply for the DTH license

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

Satellite link

Dish TV uses NSS-6 to broadcast its programmes. NSS-6 was launched on 17 December 2002

by European-based satellite provider, NewSkies. 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.



OBJECTIVE OF THE PROJECT

1. To know about the Marketing strategies of DTH.

2. To know about the brand awareness of DTH.

3. To know about the competitors of DTH of Indian market.

4. To know about the products of DTH.



RESEARCH METHODOLOGY

STATEMENT OF THE PROBLEM:

Television is a medium that’s small physically, large otherwise with 130 million Tv

households in India, its reach and impact is phenomenal. Though satellite television technology

is still evolving, it has already become a popular choice for many television viewers as it opened

an option for consumers to obtain television channels without any intermediaries. From just one

satellite channel in 1992, here are about 417 satellite channels in less than two decades. Many

satellite television providers select programs and broad casts them to subscribers as a set

package. Basically, the provider’s goal is to bring dozens or even hundreds of channels to the

customer’s television in a form that approximates the competition from cable TV unlike earlier

programming, the provider’s broadcast is completely digital, which means it has high picture and

stereo sound quality . Satellite television assures the service providers that only authorized,

paying subscribers have access to “Pay TV” content but at the same time can allow free-to-

air(FTA) channels to be viewed even by the people with standard equipment available in the

market.

Indian Satellite television is going through a stiff competition and interesting phase by

the Satellite television providers such as Dish TV, Tatasky, Sun Direct, Airtel digital TV, Big

TV and DD Direct+. Thus, an attempt has been made by the researcher to study the consumer’s

satisfaction towards Satellite television in Madurai city.

SCOPE OF THE STUDY:

The study deals with consumer’s satisfaction towards satellite television in Sagar city.

Marketing Strategy has become a crucial point of differentiation in the entertainment field,

especially in countries like India, where competition is very fierce. Customer expectations

always move upward and it is only the satisfied customers who are more likely to remain loyal in

the long run.



METHODOLOGY:

This study is based on descriptive and analytical in nature. The descriptive part of the

study is based on Secondary data collected from journals, books, websites, etc. The analytical

part of the study is based on primary data collected from the consumers through questionnaire

method.

SAMPLE DESIGN:

The preference of all people in Sagar city cannot be arrest by an exhaustive study within

the available time and cost. A sample size of 100 is selected for the study.

SAMPLING TECHNIQUE:

Convenience sampling method is adopted. Under this method the samples are selected

according to the convenience of the researchers.

TOOLS OF DATA COLLECTION:

The data used are both primary and secondary data. Primary data are collected from

customers/users of Satellite television through questionnaire method and secondary data is

collected from websites, books and journals.

TOOLS OF ANALYSIS:

The following statistical tools and analysis have been employed at appropriate place in

order to arrive at meaningful conclusion and to make generalization on the basis of the result of

this sample study:- Diagrammatic representation, Percentage analysis, Ranking , Liker Scaling

and Chi-square test were used to find out the satisfaction level.

Primary research

Secondary research



In social sciences and later in other disciplines, the following two research methods can

be applied, depending on the properties of the subject matter and on the objective of the research:

Qualitative research

Quantitative research

Research is often conducted using the hourglass model Structure of Research. The

hourglass model starts with a broad spectrum for research, focusing in on the required

information through the methodology of the project (like the neck of the hourglass), then

expands the research in the form of discussion and results.



MAJOR PLAYERS OF DTH

COMPANIES INTRODUCTION

DISH TV

Dishtv is a division of Zee Network Enterprise (Essel Group Venture). Headquarters is at

Noida, India.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. EGV has

national and global presence with business interests in media programming, broadcasting &

distribution, specialty packaging and entertainment. Zee Network incorporated Dishtv to modernize

TV viewing. Dishtv is India’s first direct to home (DTH) entertainment service, using MPEG-2

digital compression technology, transmitting using NSS Satellite at 95.0.. By digitalizing Indian

entertainment, this enterprise brought best television viewing technology to the living room. It not

only transmits high quality programmes through satellite; but also gives a complete control of

selecting channels and paying for them. It promises to change the experience of TV viewing with its

uninterrupted transmission service. To experience the new life breathing in television

technology, Dishtv extends high quality broadcast and thorough entertainment. Dish TV also

provides mobile satellite TV on vehicles, trains, aircrafts. Dish TV was only satellite television

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.

Features

The exceptional digital and direct-to-home transmission ensures to watch all favorite

programmes in true DVD quality.

The Direct-to-Home satellite transmission treats all ears to a true theatre experience by



providing awesome stereophonic sound.

DISHTV’S Instaflip technology helps in changing channels quickly and conveniently.

TATA SKY

Tata Sky is a satellite television provider in India, using MPEG-2 digital compression

technology, transmitting using INSAT 4A at 83.0°E. It is a joint venture between the Tata Group,

that owns 80% and STAR Group that owns a 20% stake. Tata Sky was incorporated in 2004 but

was launched only in 2006. Headquarters is at Mumbai, India. It currently offers close to 196

channels (as of December 2010) and some interactive ones; this count includes some numbers off

HD channels offered by Tata Sky (as Tata Sky-HD) and interactive services also. The company

uses the Sky brand owned by British Sky Broadcasting.

In October 2008, Tata Sky announced launching of DVR service Tata Sky+ which allowed

90 hours of recording in a MPEG-4 compatible Set Top Box. The remote is provided with playback

control keys and is being sold with special offers for existing subscribers.

In 2008, Singapore-based Temasek Holdings picked up 10% stake in Tata Sky from the Tata

Group. This has diluted Tata's stake in the venture to 75%.

STAR’s parent company, News Corporation, owns an International group of DTH

businesses that include Sky Italia in Italy and Foxtel in Australia.

Tata Sky+

Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or even known as DVR

Digital Video Recorder that allows recording up to 130 hours of live TV, recording one programme

while watching another, pause, fast-forward and rewind a live telecast and review a TV programme.

Also Tata Sky+ provides service using MPEG-4 digital compression technology.



Tata Sky HD

Tata Sky HD was launched on June 14, 2010, and has channels in their native resolution of

1080i or 720p. The STB is compatible with 5.1 CH surround sound as well. The service currently

offers four HD channels - National Geographic Channel HD, Discovery HD, Showcase HD (Pay

Per View) , Star Plus HD (upscaled SD channel) and Neo Cricket HD (Event Based). More

channels such as Star Movies HD and other popular sports channels in HD format are expected to

be added soon.

Features

DVD Quality Picture and sound over 171 TV channels and services in DVD quality picture

and CD quality sound.

Customer care service with 11 languages and support 24x7.

Parental Control regulate what children watch on television by locking movies based on the

ratings provided by the channel or by locking the entire channel.

Search and scan Banner find out what is playing on another channel without changing the

channel you are watching

SUN DIRECT

Sun Network is an Indian media company based in Chennai, Tamil Nadu, India. It has

been named as Asia Pacific & South Asia's most profitable media corporations and the largest

TV network. Established in may 14 1992, it created and owns a variety of television channels

and radio stations in Tamil, Telugu, Malayalam language, Kannada and Bengali languages

covering the Indian states of Tamil Nadu, Andhra Pradesh, Kerala and Karnataka. Its flagship

channel is Sun TV which was the first fully privately owned Tamil channel in India when it

emerged. Its serials and soaps have generated the maximum TRP for viewership all over India,



making it the most popular network of channels in India. The company is owned by Kalanidhi

Maran, who is the chairman and managing director who was recently awarded the CNBC

Business Excellence Award in 2005. Sun Network had recently begun film distribution and

production through Sun Pictures. The company’s reported revenue in the December quarter

increased by 51% over the same period last year to about Rs600 crore.

Sun Direct spread rapidly all over the country owing to lowest pricing of any Satellite

television services in India. In December 2009, Sun Direct was launched in Mumbai, Country’s

finncial capital and announced its pan India launch. By 2009, it became one of the leading

Satellite television service provider with 3 million subscribers. This makes it the second largest

Satellite television provider of India. In April 2010, Sun Direct continued to be on the top charts

of Satellite television service providers in India with 5.8 million subscribers and soon officially

launched its HD service in India.

Sun Direct HD

Sun Direct is also the first to provide high-definition television services in India. It

provided the HD beam from MEASAT 3 at 91.5.Starting with two HD channels (National

Geographic Channel HD and Tamil / Telugu HD Service).Now the HD beam is from INSAT-4B.

It is the first DTH service provider to show IPL 3 in HD format and has tie up with SET MAX.

Features:

The exceptional digital and satellite transmission ensures to watch all favorite

programmes in true DVD quality.

The Sun direct transmission is a true theatre experience by providing awesome CD

quality sound.

Customer care services with 6 language and supports 24x7.

Sun Direct offered subscribers a satellite dish and Set-top box for free and basic monthly

plan as low as 75(approximately). Currently basic monthly plan costs Rs 110.

Installation charges-Rs499, free subscription for 5 months.

RELIANCE BIG TV


http://en.wikipedia.org/w/index.php?title=SET_MAX&action=edit&redlink=1

http://en.wikipedia.org/wiki/National_Geographic_Channel_HD

http://en.wikipedia.org/wiki/National_Geographic_Channel_HD


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 Toh BIG Ho" ("If you have a TV, make it BIG"), with the sole aim

of providing the consumer with quality and enriched home entertainment service at value-driven

pricing. When Reliance BIG TV was launched, the overall DTH penetration was just about 4

million households. It is the 5th Satellite television service launched in India.

Reliance BIG TV's launch in August was probably the biggest roll-out in home

entertainment ever. They deployed the most advanced MPEG4 technology that enabled them to

deliver best quality digital audio-video to the consumer. The MPEG4 technology also gave them

advantage of broadcasting at least 50% more channels compared to the competitors.

Features:

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.

It currently offers close to 240 channels and many interactive ones, 32 cinema halls (i.e.

Pay Per View Cinema Channels) as well as many Radio channels. The company plans to

increase the number of channels in the near future to 400 and begin High Definition (HD)

broadcast.

Reliance BIG TV's retailer network is spread across 100,000 outlets in 6,500 towns in

India.

Reliance BIG TV introduced the unique concept of Subscriber-Video-On-Demand

(SVOD) under which the subscriber paid a monthly subscription to get a 24 x 7 access to

the 21 PPV channels showing Hindi and Regional Films. They were also the first to

introduce dedicated PPV channels for Marathi, Gujarati and Bhojpuri films.

Installation charges-Rs1,790, free subscription for 3 months.

Can watch 12 channels at a time on single screen.



AIRTEL DIGITAL TV

Airtel Digital TV is the brand name for Bharti Airtel's satellite television service in India.

Bharti Airtel Limited is the flagship company of Bharti Enterprises and is India’s largest

integrated and the first private telecom services provider with a footprint in all the 23 telecom

circles. Bharti Airtel limited is leading global telecommunications company with operations in19

countries across Asia and Africa. The company offers mobile voice and data services, fixed line,

high speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national and

international long distance services to carriers. As India’s leading telecommunication 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.

It currently has over 4.2 million subscribers.

Airtel digital TV service was launched on 8 October 2008, witnessed the magic of

television with best and widest variety of channels and programmes ranging from Sports, Music

and General entertainment to best on-demand content on Airtel Live and also can choose the best

movies of the world, listen to radio, play games, along with a host of other Interactive features.

Airtel digital TV on October 2010 launched a new way for people to enjoy live TV on the move,

in form of in-bus entertainment. A multi TV screen Mobile Vehicle DTH solution with

installation of its connections in RSTC Super Luxury Volvo buses plying on Delhi-Jaipur

Highway.

Features:

Universal remote manage both TV and set top box with a single remote.



Airtel digital TV offers an exceptional viewing experience with the MPEG4 DVB-S2

technology. An exclusive and revolutionary feature, it guarantees unmatched picture

quality and sound.

10 channels on worldspace radio that offer the best music on air, all without even buying

a separate receiver.

All the programme information are on the Multilingual Electronic programme Guide.

Simple and easy to use.

Sleek and stylish set top box make it more than pleasing to the eye, giving it a glamorous

feel.

Low Battery Indicator shows warning signal on the universal remote when the battery is

low.

The subscriber has to pay a minimum charge of Rs150 plus service tax if they choose for

a la carte option.

Digital TV recorder

A premium DVR Digital Video Recorder allows recording of live TV on a 160 GB hard

disk with MPEG 4 picture clarity. This DVR is also HD ready(576p) and will receive HD

channels and Airtel is providing HD top up for DVR customers.

Digital TV HD

Airtel digital TV HD provides channels in their native resolution of 1080i or 720p with

16:9 aspect ratio. The STB is compatible with 7.1 CH Dolby digital Plus surround sound as well

and is in fact the first HD STB in India to be compliant with Dolby digital. Installation charges-

Rs1,750, free for 3 months.

DD DIRECT+



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. The total capacity

for DD Direct+ is 66 television (still 2 channels are empty) and 21 radio channels.

Doordarshan, the national broadcaster in India, at present has a network of more than 1400

transmitters spread throughout the country and its signals are available to about 90% (DD1) and

43% (DD-News) population of country. The prime duty of any national public service

broadcaster is to make the programmes of national importance available to all its people and

nationals. It was estimated that the coverage of remaining 10 % population with terrestrial

(single channel) broadcast would cost enormously. Besides that, setting up of terrestrial

transmitters in the uncovered areas would have taken a number of years (10 to 15 years). Also,

operation of terrestrial transmission would have required a huge manpower (a few thousand

persons).

With the fast developments taking place in Satellite Broadcasting, it is but natural that

Doordarshan has also come up with an alternative to get the required reach with an alternate

technology option “Ku-band broadcasting” which is envisaged for the coverage of remaining

population. This is a much cheaper and economical option as compared to the coverage through

Terrestrial transmitters.

Ku-band transmission will provide coverage in all uncovered areas including remote,

border, tribal, hilly and inaccessible areas in one go within a short time. With this coverage, the

national broadcaster proposes to meet its obligation of covering the whole nation and its people

not only with national channels, but also make available popular Doordarshan and some other

free-to-air channels on its platform. In order to meet its obligations, it has also been decided that

10,000 receive systems (Dish and Set Top Box) would be provided free of cost at public

institutions like Anganwadis, Schools, Public Health Centres, Panchayats, Youth Clubs,

Cooperative Societies etc. in the uncovered areas.It may be pertinent to mention here that

incidentally Doordarshan would be starting DTH service with Ku band broadcasting as not only


http://en.wikipedia.org/wiki/Doordarshan

http://en.wikipedia.org/wiki/Indian_subcontinent

http://en.wikipedia.org/wiki/Satellite_television

http://en.wikipedia.org/wiki/Direct_to_Home


uncovered areas are covered with its commencement, but also the whole country gets multi-

channel service in one stroke. The signal will be available at each home directly without the use

of any cable etc. and one will be able to receive the programmes with the help of a small Receive

segment.This platform has been named as DD DIRECT+. Presently the DD DIRECT+ is

envisaged to telecast 50 free-to-air TV channels (containing both Doordarshan and private

channels) Satellite Earth Station for uplink of signals has been setup at Delhi. Honorable Prime

Minister of India inaugurated the service on 16/12/2004. The high power Ku-band transponders

of Indian Satellite INSAT-4B at 93.5º E are being used for hosting the DD DIRECT+ services.

DATA ANALYSIS

TABLE I: People aware of DTH Services



Option Percentage

Aware 26.8

Not aware 73.2

27%

73%

DTH awareness

AwareNot aware

Interpretation:

Many people still do not aware of DTH services. They do not know what DTH stands for

or what the service is exactly providing to the customers. We found that many people recognized

DTH only when it was mentioned as Tata Sky/Dish TV/Big TV. As shown above only 26.8%

respondents are aware of the DTH service or what DTH stands for.



TABLE II: People using DTH service

Option Percentage

DTH users 39.4

Cable users 60.6

39%

61%

DTH & Cable users

DTH usersCable users

Interpretation:

The DTH penetration is 39.4% while Cable connection still captured as large as 60.6% of

the market*. With this growing rate DTH can capture 50% of the market by 2012.

*Based on 500 random samples.



TABLE III: The DTH services and their users

Options Percentage

Airtel Digital TV 16.2

Dish TV 7.6

Reliance Big TV 18.8

Sun DTH 18.3

Tata Sky 36.0

Videocon D2H 2.0

DD Direct 1.0

16%

8%

19%18%

36%

2% 1%

All companies' share

Airtel Digital TVDish TVReliance Big TVSun DTHTata SkyVideocon D2HDD Direct

Interpretation:

Tata Sky is leading the market with 36%, followed by Reliance Big TV 18.8%, Sun DTH

18.3%, and Airtel Digital TV with 16.2%.



TABLE IV: Reason for choosing the service

Option Percentage

Good picture & sound quality 42.1

Good cable service 25.4

Flexible package offer 26.4

Compatibility with TV sets 6.1

42%

25%

26%

6%

Reason for choosing

Good picture & sound qualityDoor cable serviceFlexible package offerCompability with TV sets

Interpretation:

Majority of people (42.1%) choose DTH services for the better picture and sound quality

provided as compared to normal cable connection. Flexible channel packages of DTH service

(26.4%) and poor cable service (25.4%) are also a major reason for opting DTH.



TABLE V: Source of awareness

Option Total response Percentage

Newspapers& magazines 24.4

Advertisements on TV, Radio etc. 52.8

Friends & family 19.8

Internet 3.0

24%

53%

20%3%

Source of awareness

News papers & magazinesAdvertisements on TV, Radio etc.Friends & familyInternet

Interpretation:

The advertisements on TV, radio is the major source for promoting and creating

awareness for DTH with 52.8% response, followed by advertisements on published media with

24.4% and friends & family reference with 19.8%.



FINDINGS

Penetration

From our survey, we found 40% penetration of DTH through random sample size. It has

been 6 years since DTH launched; we can find that growth of 6.6% in entertainment market.

Popularity

User of DTH was belonging to lower and middle class people while upper class people

find DTH service an expensive service. Picture quality and channel variety with different

packages attract to choose DTH service over cable service. But some people perceive DTH

service is expensive because of its installation charges and no flexibility with service. Also

family having children DTH service are more popular and demanded over single and retire

people.



SUGGESTION

Door to door: Promoting door to door about the DTH service will help people to get in

depth knowledge of the service. It will overcome the hesitation of people to find out the

information the service. This may help to increase the no. of DTH user.

Mall intercepts: Mall interception can also be done and also companies can set up some

display for the DTH services. This way companies can make the upper middle class

aware about the services.

Advertisement regarding price: Most of the time DTH player promote its value added

services, number of channels provided or features like picture quality, sound but if it

promote the actual price of service including prices of set top box to installation charges

will better knowledge about the service.

Service flexibility: DTH should be flexible in its service to customer and not disconnect

the service if rental not paid on time, rather it should give credit period to its customer. If

up to the credit period rental is not paid it can discontinue the service.

Mobility: People living in rented house face the problem with DTH when shift from one place to

another. Going to new place have to re install it which involve extra charges. It will be better if

the company provide free re installation and within a day after shifting.



CONCLUSIONS

Television metrics in India have gone through several phases. Satellite television has

introduced the next level of viewing television with its picture clarity and audio clarity.

Number of channel packages is available to the Satellite television users to choose according to

their needs, taste and preference. No more Satellite televisions are considered as luxury product.

All income level of the user can afford to it as the Satellite television companies have entered

into the price wars. Satellite television companies offer their product at competitive price which

is a benefit to the users. Customers are very much comfortable with yearly payment. In case of

yearly payment an alert message must be given to the customer at least twice so as to remind the

customer before terminating the service. The problem should be overcome so as to have the same

level of viewers/users during any season.



BIBLOGRAPHY

A Project Report on “MARKET RESEARCH FOR VIDEOCON d2h+” byDheeraj

Kumar Maurya [PUNE INSTITUE OF BUSINESS MANAGENT]

http://www.dishtv.in/

http://www.bigtv.co.in/home.html

http://www.airtel.in/digitaltv

http://www.tatasky.com/channel-packages.html

http://www.tataskyplus.com/

http://www.sundirect.in/

http://www.d2h.com/WSC/ppv.aspx?gclid=CISyuaLthKMCFcVR6wodmjICdg

http://b4tea.com/information/videocond2hcom-videocon-dth-dish-tv-service-packages-

channel-list


http://www.d2h.com/WSC/ppv.aspx?gclid=CISyuaLthKMCFcVR6wodmjICdg

http://www.sundirect.in/

http://www.tataskyplus.com/

http://www.tatasky.com/channel-packages.html

http://www.airtel.in/digitaltv

http://www.bigtv.co.in/home.html

http://www.dishtv.in/


QUESTIONNAIRE

NAME :-…………………… AGE:-…………………….

SEX:-……………………… OCCUPATION:-……………

Q.1. ARE YOU AWARE ABOUT DTH?

A. AWARE B. NOT AWARE

Q.2. DID YOU USE DTH SERVICES?

A. YES B. NO

Q.3. WHICH PLAYER OF DTH SERVICE YOU LIKE MOST?

A. AIRTEL B. DISH C. RELIANCE D. TATA SKY

Q.4. REASON BEHIND CHOOSING THE DTH?

A.GOOD PRICE & SOUND QUALITY B. GOOD CABLE SERVICE

C. FLEXIBLE PACKAGE OFFER D. COMPATIBILITY WITH TV

Q.5. FROM WHICH SOURCE YOU COME TO KNOW ABOUT THE

PRODUCT?

A. NEWSPAPER AND MAGAZINE B. ADVERTISEMENTS ON

TV, RADIO ETC

C. FRIENDS AND FAMILY

THANKS FOR YOUR COOPERATION


Date post:	01-Nov-2014
Category:	Documents
Upload:	ranjeet-rajput
View:	177 times
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Marketing Strategies of Dth

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