V Direct to Home technology is emerging as the leading

digital TV transmission platform. Enhanced picture quality

and advanced video services have become catalysts for
driving demand for DTH services throughout India

V At present, there are 135 million TV households in India,

out of which only a little over 12 million have DTH. Since
the penetration of DTH is just 9%, there is a huge
untapped potential. The DTH category experienced 300%
growth in FYǯ09, with over 7 million new subscribers
committing themselves to DTH revolution.
V The history of DTH services in India dates back to 1996.
But, the proposal couldnǯt get through policy hurdles
because of concern over national security. It was finally
allowed in July 2006.
V 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.
V 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.
V Thereafter, encoder gets into the process of converting
video, audio, and data signals into the digital format.
A DTH offer comprises six elements.
V ^

u The movies, news channels, sporting events and/or general
entertainment features that constitute an offer to consumers.
V O
u Ownership or access to sufficient transponders in the right
orbital slot to broadcast an offer to a specific area.
V º 
u The ability to distribute, install and service dishes and set-top
boxes(otherwise known as customer premises equipment, or CPE),
combined with access to relevant technology and manufacturing
capabilities.
V O
 



u Ability to acquire and deactivate
subscribers, bill and collect from them, activate pay-per-view movies
and perform customer service.
V 





u The provision of credit to customer seeking to buy or lease
CPE.
V º 

 


u Ability to navigate government procedures and
regulations to obtain permits and so on.
V 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.
V 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.
V Primarily, DTH is an encrypted transmission received
directly from the satellite by the consumer at his place
with the help of dish antenna.
V DISH TV - Zee Network Enterprise

V TATA SKY - TATA Group and STAR

V RELIANCE BIG TV - Reliance Communications Limited

V VIDEOCON Ȃ UDCL & BBCL.

V AIRTEL DIGITAL - Bharti Telemedia Limited, a subsidiary of Bharti

Airtel Limited.

V SUN DIRECT Ȃ Sun network.

V DD DIRECT Ȃ Doordarshan.
V INTRODUCTION
V FEATURES
V PRICES
V MARKET SHARE
V COMPARISON
V Dishtv is Indiaǯs first direct to home (DTH) entertainment
service. By digitalizing Indian entertainment, this
enterprise brought best television viewing technology to
the living room. It not only transmits high quality
programmes through satellite; but also gives a complete
control of selecting channels and paying for them.

V In FYǯ09 Dishtv achieved the landmark of 5 million

subscribers, which is not just a significant one for your
company but also symbolizes the successful growth of the
Indian Pay TV market. Dishtv added 2.06 million new
subscribers in FYǯ09 as compared to 1.04 million
subscribers added during the previous year, hence
registering an increase of 98%.
V Digital Picture Quality
The exceptional digital and direct-to-home transmission ensures you watch all your favorite
programmes in true DVD quality.

V Stereophonic Sound
The Direct-to-Home satellite transmission treats your ears to a true theatre experience by providing
awesome stereophonic sound.
Geographic Mobility
No matter which part of the country you are in or moving to, 

 with its all India coverage
ensures direct signals wherever you are.

V Uninterrupted Viewing
With 

 at your home, as long as your equipment is connected to a power source you can enjoy
uninterrupted transmission of your favorite programmes.
Capacity up to 400 Channels
Dishtv can offer you up to 400 entertaining channels. And that's not all, every month more
channels will be added to provide complete entertainment to your family.

V Dyna Boost
Dishtv is using the NSS6 satellite at 95.0°E designed specifically for DTH operations. It is equipped
with Automatic Level Control (ALC) feature that enables the satellite to maintain constant satellite
EIRP even in case of uplink signal degradation due to weather conditions such as rain, fog or clouds.
Instaflip
DISHTVǯS Instaflip technology helps you change channels quickly and conveniently. Our efficient
processors make it possible for you to browse through all 240+ channels and services in less than 2
seconds. So get set browsing all the channels on DISHTV with fast scrolling, intuitive navigation
and quick flip surfing.
V ›

Ohas partnered with the global leaders in the
space of digital technology to bring a state-of-the-art
satellite television service to India.
V Tata Sky HD, the latest digital revolution from Tata Sky
will give you the experience of a cinema right at your
home. With the Tata Sky HD service you can enjoy 5.1
Surround Sound, 1080i resolution and 16u9 Aspect ratio
that allows you to view incredibly vivid colors and images
up to 5 times sharper than what you can view today
V The TATA Group is one of India's largest and most
respected business conglomerates. The SKY brand,
owned by the UK-based British Sky Broadcasting Group,
brings to ›

O the reputation of more than 20 years
experience of satellite broadcasting.
V SHOW CASE - =
 

 

V Actve Learning - T 
    
   
   
V Actve Stories - Ô 

    
   
V Actve Games - Ô      

V Actve English - Ô  
Ô    

V Actve Cooking -  

    


V Actve Darshan -  !"#     

 $ %

& '
()*+ ' 
 è 

è 


V Silver(155 channels) Rs 135

V South Silver (144channels) Rs 125
V Gold(190channels) Rs225
V South Gold saver(181 channels) Rs 270
V Platinum(214 channels) Rs 325
V Child(214 channels) Rs 160
V Silver saver(173 channels) Rs 150
è 


è 


V Super hit pack(69channels) Rs 160

V Super value pack(104channels) Rs 200
V Super saver pack(129channels) Rs 275
V South starter pack(77channles) Rs 125
V South value pack(101channles) Rs 200
V South jumbo pack(145channels) Rs 310
DishTV TATA SKY
V Dishtv uses NSS-6 to broadcast its programmes. NSS-6 was
launched on 17th December, 2002 by European-based
satellite provider, NewSkies (one of the only four fixed
satellite communications companies with truly global
satellite coverage)

V Dishtv - India's first KU-band DTH entertainment service,

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.

V ›

O has leased all 12 Ku-Band transponders on ISROǯs

Indian satellite, INSAT 4A, the most advanced and high-
powered KU-Band communication satellite in the region,
developed keeping in mind local requirements. The satellite
enables ›

O to offer superior picture and sound quality
with a wide range of channels


 › › O
Dishtv has equal distribution of
subscribers in urban and rural markets.
Dishtv has come up with special offers
for the southern as well as in northern
region. They have variety of packages
for different classes of people from
higher value to lower value packages.
Dishtv comes out with new offers of
channels or new buyer schemes at
relatively cheaper rates on occasions of
festivals or major sports events like
ǮDiwali Double Dhamakaǯ (November
2007), the IPL Pack (April 2008) etc.
TATA SKY Primarily targeted urban
audience but later Tata Sky has seen
demands from rural markets.
TATA SKY has come up with separate
packs for north like super hit or super
value packs and south offering packs
like south jumbo or south value packs.
They mainly focused towards higher
class people later on they introduced
lower value packages
TATA SKY has offered new schemes at
discounted rates on occasions of
festivals or major sports events like
world cup etc.


 › › O

Surf through hundreds of channels DVD Quality Picture & Sound .

sing a mosaic screen showcasing all
channels of a single genre.

Subscribers can order and watch Parental Control.

Hollywood, Bollywood and Regional
blockbusters whenever they want, with
no ad breaks and the subscriber can
watch it multiple times within 24 hours.

Unique feature where subscribers can Customer supportu 24x7 call centreǯs &
choose from multiple languages on over 3000 engineers support in 11
select channels. languages.

In a cricket match choosing the Search & Scan Banneru Find out whatǯs
language of the commentary, camera playing on another channel without
angles, know player statistics and changing the channel you are watching.
watch match highlights at our will.


 › › O

Product positioning with a charismatic Product positioning with a tagline Dz

brand Ambassador Ǯ SHAH RUKH
KHANǯ with a tagline Ǯ THODA AUR
WISH KARO DISH KAROǯ inspired
millions of customers.
Dishtv has 240 channels which is the
largest channel provider.
ISKO LAGA DALA TO LIFE
JINGALALAǯ didnǯt clicked later on
they introduced Dz AMIR KHANǯ as a
Brand Ambassador with the same
tagline and managed to draw potential
customer.
TATA SKY have 190 channels.

At the start when Dish TV was making Previously they have targeted metro
an entry into the Indian market, it cities customer now they are targeted
targeted DD Direct+ customers. Later on urban and rural customers.
they focused urban and rural customers.

Dishtv aims to add another 2.5 million TATA SKY is targeting 8-million
subscribers by the year 2012. subscriber base by the year 2012.


 › › O

In rural areas, Dish TV runs fleet of vans No such kind of business strategy.
for demos, installation as well as selling
hardware and pre-paid vouchers.

Now Dish TV introduced TruHD pack TATA SKY also introduced TATA
which will give digital clear audio video SKYHD for digital clarity and TATA
clarity. SKY+ where customer can record
movies, serials and live matches.

More options in Movie on demand and TATA SKY lacks this option
also choice to see Hollywood Movie

Cost per movie for movie on demand is TATA SKY charge Rs.75 for Hindi...No
less in Dishtv Rs.40+taxes for Hindi and English option.
Rs.50+taxes for English
More number of regional channels for all TATA SKY lacks this option
genres.


 › › O

Focused marketing leading to creation Focused marketing campaign Ȃ Aamir

of a BRAND Ȃ SRK campaign. Khan

Dish TV's attractive pricing strategy. TATA SKYǯs interactive services for all
family members.

Distribution and after sales service. Pan- Multi Dwelling Unit (MDU) solution.
India presence through 800 distributors
& 48,000 dealers across 6600 towns .


 › › O
Promotions and dealer incentives
offered on an ongoing basis to retain
customers through innovative packages.
Packages to suit every palate.
Providing Value-Added Services (VAS) Ȃ
foray into e-banking, ticketing, job
search, matrimony services, sharing
infrastructure with other service
providers.
Over 350 Dish Care Centers (DCCs) &
service franchisees providing
installation and after sale-service .
Upgrade to TATA SKY+ by exchanging
regular TATA SKY.
Cartoon network in telugu for its
subscribers down south.
24x7 call centers and over 3000
engineers.
Alliance with Walt Disney Company
India to bring Disney characters on its
interactive platform.
 Quality of the customer service
 Toll-free helpline
 Channel packaging
 Obviously, Cost- various plans
 Set-top box Quality
 User-friendliness of the EPG
 Language options (if you are not comfortable with English)
 Interactive applications (if you want more than channel
surfing)
 No Hidden costs (maintenance, installation and other charges)
Dishtv
Thank you