The Indian DTH Industry

DTH services were introduced in India in the early 2000s. DD Direct Plus, launched
in December 2004, was India's first and only DTH service for which consumers did
not have to pay any subscription charges. DD Direct Plus offered all Doordarsahan
(DD) channels and several private FTA (Free-To-Air) channels...

About Tata Sky

The history of Tata Sky can be traced back to 2004, when it was incorporated as
Space TV, a joint venture between the Tata Group, which had an 80 percent stake,
and the STAR network , which had a 20 percent stake in the company.

Tata Sky+

Tata Sky+ is a premium set-top box that used the breakthrough

Personal Video Recorder technology that allows you to record
up to 45hours of live TV. Tata Sky+ gives you the power to
record one programme while watching another, pause a live
telecast and even rewind a TV programme that you are
watching.
Certifications and Honors ISO 27001:2005
accreditation

In March 2009, Tata Sky, became the first Indian direct-to-

home (DTH) service provider to be awarded the ISO
27001:2005 accreditation, the benchmark for information
security. ISO 27001:2005 is an international standard that
provides specifications and guidance forth establishment and
proper maintenance ofan Information Security Management
System (ISMS). The assessment for the certification was
conducted by Intertek Systems Certification, the management
systems registration business unit of Intertek Group. This
certification confirms that every transaction carried out
through Tata Sky’s IT systems are highly secure.

SUPERBRAND 2009 – 2010

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 .

POINT OF DIFFERENCE

Tata Sky+ has MPEG4 technology, and an in-built personal video recorder that
enables you to record live TV, play back a recorded programme and pause &
rewind live TV. These features are not available on Tata Sky service.

TataSky Advantages:
1) Cheaper on the pocket
2) Picture quality equal if not better (marginally) than TS+
3) Sound quality equal to TS+
4) No electrical outages
5) Rain does effect the signal
6) Channel change much faster than TS+

TataSky+ Advantages:
1) Lets you record your favorite shows
2) Never miss a F1 race or Football match
3) No need to wait and delay things when a match is coming, simply record
4) Pause TV and than skip the adds

Tata Sky+ Features:

1) Record your favorite programme/movie

2) Watch one programme while you record another

3) set your favorite daily soap for recording only once and it will get recorded
automatically everyday

4) Pause live TV

5) Rewind live TV

6)all the current Tata Sky packages will be available on Tata Sky+ as well.
 Recording Functionality:

You can record up to 90 hours of live TV with Tata Sky+. At the press of a button,
you have the flexibility to:

1) Record one channel while you watch another channel

2) Record two channels simultaneously while you watch one of the channels being
recorded

3) Record two channels simultaneously while you watch a previously recorded

programme

4) Record a TV series automatically

You can playback the recorded programme at any time convenient to you.

If you want to record all episodes of a programme back-to-back, you don’t need to
set individual recordings for each episode. Just set a ‘series link’ for the programme
after you set the programme for recording. This will ensure that all episodes of the
programme get automatically recorded. You can now play back all the episodes at a
time to convenient to you.

The hard disk capacity is 160 GB. There are 3 modes to manage the disk space –
Automatic, Warning and Manual.

PAUSE +RECORD + REWIND LIVE TV

With Tata Sky+, you now have the luxury of watching all your
favorite programmes at your convenience. What’s more, you
can enjoy unprecedented control over television viewing like
never before.
The premium digicompTM using MPEG 4 compression
technology and inbuilt Personal Video Recorder empowers you
to Pause, Record and Rewind Live TV
 PAUSE LIVE TV:
If your mother-in-law calls you while Sehwag is on a rampage,
all you have
to do is press PAUSE. Sehwag will wait for you till you are back
and
comfortable. With Tata Sky+, you needn’t worry about missing
a single
second of television viewing. Simply press PAUSE on your
remote to freeze the programme. Afterwards, you can begin
from where you left off.

RECORD LIVE TV:

If a much awaited episode of Comedy Circus coincides with
your wife’s preferred serial, you needn’t keep switching
between the two channels.
Simply RECORD the serial and watch your show,
simultaneously. Your wife
can later enjoy the recorded serial at her convenience. Not to
forget, you can
fast forward or rewind while watching the recorded
programme. You also
have the option of recording two live TV shows simultaneously.
What’s more,
you can set an entire series for automatic recording.

REWIND LIVE TV:

If your little one decides to be a brat right at the most rivetting
moment of the movie , don't cry over spilt milk. Or over that
missed punchline. Because
you needn't wait for the re-run of the movie to hear the angry
young man
deliver his classic one-liner. You can just go back a few frames
immediately
by simply pressing the REWIND button on your Tata Sky+
remote and watch
it instantly. P
RECO

TATASKY V/S DISHTV REWIND

LIVE TV
SE These are the main differences between two services .
1. HARDWARE

Dishtv Average
T Sky V V Good

2. Installation

Dishtv Average
T Sky Highly Professional

3. Activation

Dishtv After 4 days

T Sky within 10 minutes

4. Signal strength

Dishtv 59%
T Sky 80%

5 Signal quality

Dish tv 72%
T Sky 100%

6 Channel fade out in rain

Dishtv Frequently
Tsky Not even once till date

7. Video & Audio

Dishtv Like scratched CD

T sky Pure DVD Quality

8. Time taken in changing channels

dish tv takes double the time than t sky

9. No of channels

Dish Tv Only 114 (Note 50 channels are of DD 2 channels of TV

lanka 1Channel of CGN TV it is rubbish to claim that Dishtv
has more than 150 channels as is said by some members)
Tsky 58 High quality channels

10. Coustomer care service

DisHtv Bad than worst No manners as how to talk to Customer.
Tsky Good
TTTTTTTTTTTTTTTTT

Marketing Mix
Tata Sky emphasized all the four 'P's of marketing i.e. product, price, place, and
promotion. The company made efforts to offer a better product and services at an
affordable price. In an effort to establish its presence across India, the company
developed a vast distribution network...

PRODUCT AND SERVICES

Tata Sky offered the DTH service based on three 'C's i.e. Choice, Control, and
Convenience. It offered consumers a choice of more than 170 channels with 'DVD
picture quality and CD sound quality.'...

Tata Sky launches itself as a DTH services requiring a Dish, A

set top box and network access card per
television. Later variant like Community dish for entire
building were launched. Latest the Tata Sky Plus
with Personal Video Recording technology has been launched.
Various services provided by TATA Sky include:
1)Active Services

Active Cooking
Active Stories
Active Newsroom
Active Darshan
Active WizKids
Active Sports
Active Learning
Active Games
Active Astrology
2) Parental Control
3) Search and Scan Banner
4) Guide (including Hindi Display)
5) Customer Service- 24 x 7 help. Support in 11 languages

Considering a survey result, based on consumers preferences:

Tata Sky as a product has evolved from the time to inception.

Further to enhance the product, new
services and technologies can be imbibed like:

1. Common Dish per house for Multiple Television sets

2. Combined Product with Television - Rural Areas , especially
and Niche Segment Targeting if
Combined with LCDs
3. Connectivity with other digital Monitors like Laptops for
Commercial Usage
4. Guide can be displayed in Multiple Regional Languages
5. Voice over in Multiple Languages (Currently limited
availability in for some programs)
6. Interactive Video Games (with consol)
7. Inclusion of Radio Reception. Development of Visual Radio
service.
8. Variety in Movie Listing with Bollywood, Hollywood and
Regional Channels
9. Special channels for Songs Request like Jukebox could be
launched
10. Stock Market related interactive service on Active

PRICE
Competition has increased may fold with completion providing
freebies and slashing prices. The following
price related strategies could be adopted, which may lead to a
short term loss but a medium term break even
and profit:

1. Free Set Top:

Following the line of Dish TV, Set top Boxes can be given free
while ensuring lock in
by providing base pack free for limited time duration, thus
inducing update to next level.

2. Lock in of 1 year:
Ensure long term lock ins by providing incentives for pre
payment of long term
charges. Continue with current strategy of providing 2 months
free on payment of 10 months
services.

3. Multiple Connections:
Provide discounts for consumers buying second Tata Sky
Connection (up to
50% off)

4. Encourage References:
Provide discounts on Monthly charges if reference from
existing consumer
becomes a new customer.

5. Regional Disparity:
Provide free regional packs in local areas to ensure switch
from Cable TV to
DTH service, i.e. provide free south Jumbo pack for customers
in all Southern States.

6. Community Dish:
Provide Incentives in the form of Free Months charges for first
3-6 months and
reduce the Installation charges per flat.

7. Payment Options:
Allow multiple points of payment, ensuring timely payment
and convenience to
the customer – Credit Card through Website (implemented),
Pre Paid cards from Retail shops to be
activated using Telephone (Implemeneted) and Drop Boxes at
Societies.

8. Postpaid:
Some clients depending upon few background check criteria
can be given Billing service
i.e. Payment at end of Month
PLACE:

Tata Sky had a wide distribution network across the country to sell its digicomps
and prepaid recharge vouchers...
Clearly, there is a lot of scope of increase in the number of
customers across all the states. Looking at the
current distribution system that Tata Sky has adopted:

Promotion
Tata Sky focused on advertising its DTH services, as the company's own
research about the Indian DTH market indicated that there was a lack
of awareness about the service among consumers. To educate
consumers about the DTH service, the company launched a 360°
advertising campaign...

The promotional strategies suggested are:

1. Packages for Special Events like the cricket World Cup
2. Targeting Tata employees could be a useful way pr
promoting the product
3. Give the option of instalments and other promotional
schemes to the new users
4. Tie up with real estate developers to target the new
constructions
a. The number of old buildings being demolished and being
reconstructed are also on the rise.
This could be a major target for promotions
5. Door to door marketing should be used to heighten the
awareness levels as well
6. Local Games Sponsorships can also be used to increase the
awareness levels
7. Another way could be using the prominent part of the
Building for placing Hoardings of Tata Sky
Ads
a. Finding the strategic building in the locality
b. Consideration can be in form of cash payment to the
Housing society
c. Providing free connections to Households in these buildings
8. Another new avenue that can be explored is the railway
stations:
a. Posters on railway station roofs
b. Tickers at Major suburban Railway stations
9. Use of Internet- Applications which involve sharing of videos
on how one consumes TV, benefits of
DTH over cable TV, etc. across social networking sites like
Orkut, ibibo, etc.
10. 'Ek-pe-Teen and Do-pe-Paanch' the offer entails three
months of free subscription on the purchase
of one connection, and five months of free subscription on
purchase of two or more connections.
11. Tata Sky launched an interactive game quiz featured
around MS Dhoni to coincide with the
Twenty20 World Cup. In the past, the DTH operator has been
test-piloting feature by running
several contests around programmes and the interactive
features were made available to its
customers.

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