SUBMITTED TO:

COLLEGE OF MANAGEMENT AND COMPUTER APPLICATION, MORADABAD

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE DEGREE OF BACHELOR IN BUSINESS ADMINISTRATION (B.B.A.) SESSION 2008-2011 PROJECT GUIDE:
DR. CHANCHAL CHAWLA

PROJECT INCHARGE:
Mr. abhinav shrivastav & Mr. avinash raj !"ar Submitted by: NI#HIL $AIN R%&& n%. r%8121111' b.b.a. (th s)"
1

ACKNOWLEDGEMENT
It gives immense Pleasure & Happiness to acknowledge my deepest sense of gratitude towards all those who helped me in successful completion of this project. First of all I would like to thank GO almighty for everything! I am also

grateful to our "hancellor #ir Mr. Suresh Jai ! Group $ice "hairman Mr. Ma ish Jai ! %&ecutive irector Pr!". (Dr.) A.#. Gar$! for their a'le

guidance. I am also grateful to Mr. M.P. Si $h (H.O. .)! Mr. A%hi a& Shri&as'a& (course coordinator academics)! Mr. A&i ash Ra()u*ar ("ourse coordinator administration). #pecial thanks to my project guide Dr. Cha +ha, Cha-,a! *y Family & Friends specially A.i'/a Shar*a! for their continuous guidance! support & motivation without them my project report would not have 'een completed.

Nikhil Jain
Roll no. R081211114 B.B.A. 5th EM

E!"#$ti%" $&&a'(
+he development of the irect to home sector has e&perienced a major process of transformation in terms of its growth! technological content and market structure in the last decade. ,ny company which is successful is 'ecause of their reach among customers which is possi'le through the effective tools through which a company communicates and attract its customer. ish +$ & +ata #ky is the most famous 'rand and has a sophisticated place and market leader position in the mind of customer. +his is due to its strong 'rand image. +he attempt 'ehind this project was to find out the effectiveness of I#H

+$ & +ata #ky as a 'rand over the retail outlets and its competitor position over these outlets! so that company would 'e a'le to find out its lagging area and can focus more effectively to target more and more customer and to communicate them more easily. In the year -../ +ata #ky was incorporated 'ut was launched only in -..0. It is a joint venture 'etween the +ata Group! that owns 1.2 and #+,3 Group that owns a -.2 stake It currently offers close to 450 channels (as of ecem'er -.4.) and some interactive ones6 this count includes some num'ers off H channels offered 'y +ata #ky (as +ata #ky 7 H ) and interactive services also.

In the clash 'etween these two pioneers of the Indian

+H industry! it

seems as of now that +ata #ky is slowly taking the lead! with more emphasis on new technology (as showcased 'y their effort at compression)! $3 recording and *P%G7/

ish +$ seems to 'e uninterested for now! 'ut with more and

more people switching to +ata #ky! they may have to take drastic action soon.

)NDE*
4

 Introduction "ompany Profile ish +$ +ata #ky Importance and #cope 3esearch O'jectives Hypothesis 3esearch *ethodology Findings #uggestions 8imitations 9e'liography ,nne&ure :uestionnaire

)NTROD+CT)ON
6

+H services were first proposed in India in 4550. ;ut they did not pass approval 'ecause there were concerns over national security and a cultural invasion. In 455<! the government even imposed a 'an when the 3upert *urdoch7owned Indian #ky ;roadcasting (I#ky;) was a'out to launch its services in India. Finally in -...! +H

+H was allowed. +he new policy re=uired

all operators to set up earth stations in India within 4- months of getting a license. +H licenses in India cost >-.4/ million and will 'e valid for 4. years. +H service will have to have an Indian chief and

+he companies offering

foreign e=uity has 'een capped at /5 per cent. +oday! 'roadcasters 'elieve that the market is ripe for +H. +he prices of the dish and the set7 top 'o& have +H

come down significantly. Overall investments re=uired in putting up a

infrastructure has dropped and customers are also reaping the 'enefits of more attractive tariffs. +he major thing that +H operators are 'etting on is that the

service is coming at a time when the government is pushing for ",# (conditional access system)! which will make ca'le television more e&pensive! narrowing the tariff gap 'etween service are as following? @ +H offers 'etter =uality picture than "a'le +$. @ +H can reach remote areas where terrestrial transmission and ca'le +$ have +H and ca'le. #ome of the features of +H

failed to penetrate.

+H has also allows for interactive +$ services such as movie7on7demand!

Internet access! video conferencing and e7mail. India currently has 0 major su'scri'er households. Out of these ish +$ and +ata #ky are the main market holders. ish +$ is IndiaBs first private Indian company to start satellite 'roadcast operations in the country. ish +$Bs irect to Home ( +H) +H services was hard +H service providers and a total of over A million

launched in *ay -..A. It provides multi7channel su'scription television service and interactive services. Its state of the art 'roadcasting infrastructure is located at its facility in Coida! near elhi! which is the nerve centre of +H operations. ish +$ has ro'ust operating infrastructure! strong content tie7up! esta'lished 'rand salience and 'acking of a strong group.,#" %nterprises 8imited! now renamed ish +$ India 8imited ( ish) ac=uired the first private sector license

to operate +H services in India. 9hereas! in the year -../ +ata #ky was incorporated 'ut was launched only in -..0. It is a joint venture 'etween the +ata Group! that owns 1.2 and #+,3 Group that owns a -.2 stake It currently offers close to 450 channels (as of ecem'er -.4.) and some interactive ones6 this count includes channels offered 'y +ata #ky (as +ata #ky 7 H ) and

some num'ers off H

interactive services also.

Di,h T- .'o/il"
ish +$ is IndiaBs first private Indian company to start ( +H) satellite 'roadcast operations in the country. ish +$Bs irect to Home +H services

was hard launched in *ay -..A. It provides multi7channel su'scription television service and interactive services. Its state of the art 'roadcasting infrastructure is located at its facility in Coida! near centre of +H operations. elhi! which is the nerve

ish +$ has ro'ust operating infrastructure! strong

content tie7up! esta'lished 'rand salience and 'acking of a strong group. ,#" %nterprises 8imited! now renamed ac=uired the first private sector license to operate ish +$ India 8imited ( ish) +H services in India. ish

was a wholly owned company of *r. #u'hash "handra and family! promoters of Dee %ntertainment %nterprises 8imited (Dee)! formerly known as Dee +elefilms 8imited. Ender a scheme of restructuring approved 'y shareholders of Dee! all +H related assets in Dee have 'een transferred to ish and in return! Dee

shareholders will get A<2 ownership of ish. 3estructuring initiated to integrate operations in ish and to overcome regulatory restrictions! which prevents Dee

from owning the +H license. #hareholders can now participate in the growth of +H 'usiness. *ove ish

will unlock shareholder value. ,s part of this scheme of arrangement!

would get listed in India. *ar7-..<.

emerger is completed and listing e&pected 'y end of

+H service was launched 'ack in -../ 'y launching of GroupFs Dee %ntertainment %nterprises. where irectG is. ish +$ was only

ish +$ 'y %ssel

ish +$ is on the same satellite +H operator in India to carry the two

+urner channels +urner "lassic *ovies and ;oomerang. ;oth the channels were removed from the platform due to unknown reasons in *arch -..5. Dish T0 is a +H satellite television provider in India! using *P%G7 - digital compression technology! transmitting using C## #atellite at 5A... ish

+$Bs managing director and Head Of ;usiness is Hawahar Goel who is also the promoter of %ssel Group and is also the President of Indian ;roadcasting Foundation. Huly 45! -.4. I ish +$ India 8imited ( ish +$) today announced the appointment of *r. 3.". $enkateish as the "%O of the company.

Sa'e,,i'e ,i )
ish +$ uses C##70 to 'roadcast its programmes. C##70 was launched on 4< ecem'er! -..- 'y %uropean7'ased satellite provider! Cew#kies. ish

+$ hopped on to C##70 from an IC#,+ satellite in Huly -../. +he change in the satellite was to increase the channel offering as C## 0 offered more transponder capacity. NSS12 is a communications satellite owned 'y #%# 9O38 #JI%#.

C##70 covers the whole of ,sia with si& high7performance Ju 'and 'eams!
10

which can deliver 'road'and media to small 'usinesses! I#Ps or domestic rooftop antennas in those markets. +he satellite delivers irect7+o7Home power

and performance! as well as significant inter7regional connectivity. High7gain uplink performance (i.e. high receiver GK+ figures) allows the use of small uplink antennas andKor amplifiers. ish +$ uses C##70 to 'roadcast its programmes. C##70 was launched on 4<th ecem'er! -..- 'y %uropean7'ased satellite provider! Cew #kies (one

of the only four fi&ed satellite communications companies with truly glo'al satellite coverage) ish +$ 7 IndiaFs first JE7'and +H entertainment service! hopped on to C##70 from an IC#,+ satellite in Huly -../. +he change in the satellite was to increase the channel offering as C## 0 offered more transponder capacity.

Sa,ie ' Fea'ures !" NSS12

4. $ersatile Ju7'and and Ja7'eams can 'e easily cross7strapped or interconnected! offering enhanced connectivity throughout ,sia with complete access to %urope and the Enited #tates through Cew #kiesB glo'al network. -. Higher transmission power ena'les customers to use smaller antennas (<A7 5.cm) or o'tain higher throughput with e&isting antennas.

11

L. C## 0 is also e=uipped with e&tra on7'oard redundancy for critical units! minimiMing risk of single7point failure throughout the projected 4/7year operational life of the satellite. /. Ideally suited for +H and emerging 'road'and applications.

Tra s3! .er 4 Ca3a+i'/

#atellite +$ and radio channels are transmitted 'ack to earth via a transponder on a satellite. C##70 dish +$Bs service satellite has more than 0. high7power L0 *HM 7e=uivalent Ju7'and transponders that are tailored towards direct7to7home ( +H) and multimedia services. ,dditionally! up to 4A highly linear Med transponders can 'e assigned to each of the si& 'eams to respond to changing market demand. %ach Ju7'and 'eam is formed 'y an independent high7gain antenna system! offering A47AL d;9 in key markets.

Te+h !,!$/ Use.

(*oving Picture %&perts Group) MPEG15 is a standard for Nthe generic coding of moving pictures and associated audio informationN. It descri'es a com'ination of lossy video compression and lossy audio data compression methods which permit storage and transmission of movies using currently availa'le storage media and transmission 'andwidth. *P%G7- is widely used as the format of digital television signals that are 'road7 cast 'y terrestrial (over7the7air)! ca'le! and direct 'roadcast satellite +$
12

systems. It also specifies the format of movies and other programs that are distri'uted on $ and similar discs. ,s such! +$ stations! +$ receivers! $

players! and other e=uipment are often designed to this standard. *P%G7- was the second of several standards developed 'y the *oving Pictures %&pert Group (*P%G) and is an international standard (I#OKI%" 4L141). Parts 4 and - of *P%G7- were developed in a joint colla'orative team with I+E7+! and they have a respective catalogue num'er in the I+E7+ 3ecommendation #eries. 9hile *P%G7- is the core of most digital television and $ formats! it

does not completely specify them. 3egional institutions can adapt it to their needs 'y restricting and augmenting aspects of the standard. #ee Profiles and 8evels.

#e/ Pe!3,e
Mr. JA6AHAR GOEL (*anaging irector & Head of ;usiness)

13

TAR)00 D) 1 TBase 3a+)

,ll new and improved ish +$ packages are here to give you 'est

entertainment at unmatched pricesO Jeeping in mind the varied needs of our diverse su'scri'ers we have redesigned our packages for a joyous and wholesome viewing e&perience. Packages in Corth and #outh of India have the right mi& of Hindi! %nglish! International and 3egional channels so that your entertainment gets complete! in true sense.

14

Chi,. 3a+)

15

Di,h T- on Co&2$t"'
I#H +$ 'ring to you yet another first in its 'ou=uet of services 7 +$ on "omputerF. F I#H +$ on "omputerF is the first of its kind in India! 'y making your computer dou'le up as a television it gives you F8I$% IGI+,8 +$F right on I#H

your workstation. Pou also get an added 'enefit! the set top 'o& comes with a dual advantage I it works with your computer ,C your +$. PesO 9ith this magical product! up to 4.. G channels will now also 'e availa'le on computer! 'ringing to you 8ive Cews! 8ive #ports! 8ive ;usiness news along with ,ctive services! *ovie7On7 emand! Gaming! %PG! etc! whatever ish +$ offers on +elevision6 now also on "omputerO

16

A.&a 'a$es7 +he dish antenna is installed at an appropriate location on the roof (terrace K 'alcony or suita'le location). It is connected to the #et +op ;o& (#+;) through a ca'le which in turn is linked to the computer +hen the $iewing "ard is inserted into a slot K television set. in the #+;.

+he encrypted signals are received from the satellite on the dish antenna and are transmitted to the #+; . +he viewing card decodes these signals.

)nt"'a#ti%" "'%i#",
MO0IE ON DEMAND Cow you get to make your own movie show timings. 9atch the latest 'lock'usters anytime of the day that you choose. Go on! stars are now on demand! 'ring them home when you wantO +une in now and change the way you watch movies foreverO

17

GAMING 9ith dish +$Bs -/&< gaming portal! games active! donBt just watch tv. #tart playing on it. SHAADI ACTI0E Find your matrimonial match on +$O "ontent partner I #haadi.com! IndiaBs largest matrimonial service #earch from thousands of profiles! updated every week Profile search 'ased on ,ge! 3eligion and *other +ongue JOB ACTI0E Find the right jo' for you! on your +$O "ontent partner I *onster.com! the worldBs largest jo's portal #earch from thousands of jo's! updated every week Profile search 'ased on Functional ,rea! %&perience and 8ocation TRA0EL ACTI0E "ontent partner I Patra.com! IndiaBs leading travel portal #earch from the 'est holiday packages and hotels across the country 3efreshed regularly #earch holiday packages from 4. destinations per Indian Mone! and hotels from 4/ select cities across the country #uits all 'udgets and all price points ICICI ACTI0E
18

Cow get information on e&citing new offers from I"I"I ;ank! #afe ;anking +ips for safer and secure 'anking! updates on investment options! CFO launches! Fi&ed on your remoteO BHA#TI ACTI0E 9atch live Gur'ani from 'angle #ahi' and Canded #ahi'! #ai ;a'a ,arti from shirdi & ganesh aarti from siddhi vinayak! #eva from +irupati ;alaji! Ganga ,arti from Haridwar and ;hasm ,arti of *ahakal from Ejjain. CINEMA ACTI0E "ontent partner I Fun "inemas! IndiaBs leading multiple& chain Provides a listing of the complete movie schedule of all Fun "inemas screens I nationwide. , handy tele7'ooking num'er and online 'ooking id! for instant 'ooking. +he data will 'e updated every week! with the change of schedule on cinemas. MUSIC ON DEMAND Introducing *O Con7#topO , monthly pack in which you can enjoy 40 eposit and 3ecurring eposit 3ates at a single push of 'utton

;ollywood 'lock'usters at just 3s. L. per month. +hatBs less than 3s. - per movie. ItBs like watching a movie in a multiple& I in digital =uality with just one interval in the entire movie.

19

R. C. -"nkat"i,h Join, a, CEO o/ Di,h T- )n3ia Li&it"3

ish +$ India 8imited ( ish +$) announced the appointment of *r. 3.". $enkateish as the "%O of the company. ;ringing with him a wealth of more than -< yearsB e&perience! of which 4- years have 'een in senior international positions! $enkateish has worked with glo'al 'rands like #mithkline ;eecham! Cestle India! Gillette! Jellogg India and %#PC #tar #ports. Prior to joining ish +$! $enkateish was the *anaging irector India and #outh ,sia for %#PC #tar #ports and was responsi'le for 'usiness operations in these regions. He 'rings along with him a successful track record in turning around 'usinesses and improving operating performances while re7defining the 'usiness process for winning 'rands like Oral7;! JelloggBs etc. $enkateish holds a ;achelor of %lectrical %ngineering degree from II+ I *adras and a *asterBs in ;usiness ,dministration from the Indian Institute of *anagement! "alcutta. *r. Hawahar Goel! *anaging irector! ish +$ India 8imited! while welcoming $enkateish

on 'oard said! Q$enkateish has had a an e&cellent track record while heading leading 'rands! his e&perience gives him a well seasoned perspective which perfectly complements ish +$Bs needs as a rapidly growing company with the

20

highest market share. I am confident in his a'ilities to ena'le the ne&t 'ig leap.

ish +$ to take

R"lia4ilit(
ish +$ and content protection provider "ona& further their long7term partnership. Part of %ssel Group $enture! growing ish +$ is IndiaBs largest and fastest

+H platform 7 e&periencing e&ceptional growth since launch of its

+H operations in -../. 3enowned for its uni=ue security record! content security provider "ona& has provided the platform with smart cards for < years. +o date! ish +$ has demonstrated a significant impact on the Indian market ish +$ is market leader in the highly

with 1.5 million "ona& smart cards.

competitive Indian pay7+$ market! 'oth in siMe and scale of growth . Q+ogether with our long7term content protection partner "ona&! is setting Projects! ish +$

+H standard in Indian market! says *r. 3ajiv Jhattar! President of ish +$. "ona& continues to provide ish +$ with seamless

cooperation and the core 'usiness 'enefits necessary to even further develop and manage the highly successful the trustworthiness.R In elhi for the contract signing! "ona& "%O! ;erit #vendsen! said Q ish +$ is a market leader and highly innovative +H operator. "ona& is pleased to ish +$ with world7class ish +$ platform6 relia'ility! dependa'ility and

continue our long7standing partnership providing

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content protection and the fle&i'ility needed for 'undling the 'est products and services for sustaining and growing a successful operation. "ona& provides ish +$ with full operational security as well as renowned "ona& fingerprinting and chipset pairing technology.R ish +$ provides su'scri'ers with the ne&t level of entertainment with futuristic features! such as %PG (%lectronic Programme Guide)! parental lock! games! -01 channels! interactive +$ and movie on demand. "ona& provides the content security necessary to ensure operational success.

Co&&$ni#ation 5 Ma'k"tin6 ,t'at"6(

* Positioning? Q onBt 'e #antusht with ca'le tv6 +hoda aur wish karo.. I#H karoR

* Ese 'rand am'assador e&tensively to convey 'rand image A.&er'isi $ 4 Mar)e'i $ S'ra'e$/ Dish T& 4 #egmentation? 8aunch as per area! region! geographical location etc. - +arget? ;oth rural n Er'an "onsumers #ec ;! ;G and a'ove
22

L Price ;enefits and ,dvantage / ;e attractive with new advertising and new promotional offers at festival seasons A "reate 9ord of mouth pu'licity 0 L0. degree approach < +$"! Print! 3adio! outdoor! point of sale etc. 1 3einforcing attri'utes of the 'rand and reiterate its positioning 5 %motional ,ppeal

+he film opens with #hahrukh Jhan saying! QPehli baar, aasmaan mein 8ive ish +$

car mein 8ive ish +$

23

computer mein bhi 8ive ish +$.R

He criticiMes those who are still content with their Qold dead ca'le +$R.

+he latest sales promotion scheme of the ish +$ which is related to Q ish +$ #et up ;o& FreeR with push the print ad Q,aj ki +aja Jha'arR advertisement campaign in the print and electronic media

24

iscount #chemes for =uarterlyK half yearlyK yearly plans

3echarge "ard from QItMR Promotion campaign

25

;enefit of choice

Me.ia P,a
Br!a.+as' Ti*i $

i $

,s it is targeted to common people who e&isting users are of ca'le tv. *ainly! these people are showing the entertainment channels such as Dee +$! #ony +$! Dee "inema! etc. channel. ,nd for that the 'roadcast time mostly prefer for in 'etween the +$ serial or *ovie. +here is no fi& time.

26

Ti*e .ura'i! !" a.&er'ise*e ' +he timing of the ad is // seconds. ue to constraints of 'udget and 'road casting fre=uency the company has to edit the time duration of ad. Fre8ue +/ !" a.&er'ise*e ' +here is no any particular fre=uency. It depends on the situation and movie time.

27

TATA #o&2an( .'o/il"

+he +ata Group is an Indian multinational conglomerate company head=uartered in *um'ai! India. In terms of market capitaliMation and revenues! +ata Group is the largest private corporate group in India. It has interest in steel! automo'iles! information technology! communication! power! tea and

hospitality. +he +ata Group has operations in more than 1. countries across si& continents and its companies e&port products and services to 1. nations. +he +ata Group comprises 44/ companies and su'sidiaries in seven 'usiness sectors. In the year -../ +ata #ky was incorporated 'ut was launched only in -..0. It is a joint venture 'etween the +ata Group! that owns 1.2 and #+,3 Group that owns a -.2 stake It currently offers close to 450 channels (as of ecem'er -.4.) and some interactive ones6 this count includes some num'ers off H channels offered 'y +ata #ky (as +ata #ky 7 H ) and interactive services also. The company uses the Sky brand owned by Br t sh Sky Broadcast n! In Octo'er -..1! +ata #ky announced launching of $3 service Ta'a

S)/9 ( +ata #kyG is a premium set7top 'o&7cum7Personal $ideo 3ecorder or even known as $3 igital $ideo 3ecorder that allows recording up to 4L.
28

hours of live +$! recording one programme while watching another! pause! fast7 forward and rewind a live telecast and review a +$ programme. ,lso +ata #kyG provides service using *P%G7/ digital compression technology.) which allowed 5. hours of recording in a *P%G7/ compati'le #et +op ;o&. +he remote is provided with play'ack control keys and is 'eing sold with special offers for e&isting su'scri'ers. In -..1! #ingapore7'ased +emasek Holdings picked up 4.2 stake in +ata #ky from the +ata Group. +his has diluted +ataFs stake in the venture to <A2. #+,3Bs parent company! Cews "orporation! owns an International group of +H 'usinesses that include #ky Italia in Italy and Fo&tel in ,ustralia. +ata #kyFs * & "%O $ikram Jaushik. $ikram Jaushik has more than

L. years e&perience in consumer sales and marketing. He worked for some of IndiaBs largest international companies! and has participated in their operations in ,sia! %urope and the E#.

Ta'a S)/ HD
+ata #ky H was launched on Hune 4/! -.4.! and has channels in their native resolution of 4.1.i or <-.p. +he #+; is compati'le with A.4 "H surround sound as well. +he service currently offers four H Geographic "hannel H ! iscovery H ! #howcase H Plus H (upscaled # channel) and Ceo "ricket H channels 7 Cational (Pay Per $iew) ! #tar (%vent ;ased). *ore

29

channels such as #tar *ovies H

and other popular sports channels in H

format are e&pected to 'e added soon.

Sa'e,,i'e use.
INSAT-4A
8aunched in ecem'er -..A 'y the %uropean ,riane launch vehicle!

IC#,+7/, is positioned at 1L degree %ast longitude along with IC#,+7-% and IC#,+7L;. It carries 4- Ju7'and L0 *HM 'andwidth transponders employing 4/. 9 +9+,s to provide an %I3P of A- d;9 at the edge of coverage polygon with footprint covering Indian main land and 4- "7'and L0 *HM 'andwidth transponders provide an %I3P of L5 d;9 at the edge of coverage with e&panded radiation patterns encompassing Indian geographical 'oundary! area 'eyond India in southeast and northwest regions.. +ata #ky! a joint venture 'etween the +,+, Group and #+,3 uses IC#,+7/, for distri'uting their irect +o Home igital +elevision services across India

Te+h !,!$/ Use.

(*oving Picture %&perts Group) MPEG15 is a standard for Nthe generic coding of moving pictures and associated audio informationN. It descri'es a com'ination of lossy video compression and lossy audio data compression

30

methods which permit storage and transmission of movies using currently availa'le storage media and transmission 'andwidth. *P%G7- is widely used as the format of digital television signals that are 'roadcast 'y terrestrial (over7the7air)! ca'le! and direct 'roadcast

satellite +$ systems. It also specifies the format of movies and other programs that are distri'uted on $ and similar discs. ,s such! +$ stations! +$ receivers! $ players! and other e=uipment are often designed to this standard. *P%G7- was the second of several standards developed 'y the *oving Pictures %&pert Group (*P%G) and is an international standard (I#OKI%" 4L141). Parts 4 and - of *P%G7- were developed in a joint colla'orative team with I+E7+! and they have a respective catalog num'er in the I+E7+ 3ecommendation #eries. 9hile *P%G7- is the core of most digital television and $ formats! it

does not completely specify them. 3egional institutions can adapt it to their needs 'y restricting and augmenting aspects of the standard. #ee Profiles and 8evels.

31

TATA K78 MARKET 1ARE

32

33

DISTRIBUTION CHANNEL B: TATA S#:

Firs' DTH C!*3a / ha&i $ ISO 5;<<=75<<> a++re.i'a'i!

34

In *arch -..5! +ata #ky 'ecame the first Indian direct7to7home ( +H) service provider to 'e awarded the I#O -<..4?-..A accreditation! the 'enchmark for information security. I#O -<..4?-..A is an international standard that provides specifications and guidance for the esta'lishment and proper maintenance of an Information #ecurity *anagement #ystem (I#*#). +he assessment for the certification was conducted 'y Intertek #ystems "ertification! the management systems 'usiness unit of Intertek Group. +his certification confirms that every transaction carried out through +ata #kyBs I+ systems is highly secure.

IN0ESTMENT B: TATA
%scalating competition in the direct7to7home ( +H) market has pushed up the project cost of +ata #ky! the joint venture 'etween the +ata group and glo'al media 'aron 3upert *urdochFs #tar India! 'y a third. From the initially envisaged 3s L!... crore! +ata #kyFs project cost has moved up to 3s /!... crore.

HEADQUATER TATA S#:

Lrd Floor! ;om'ay yeing ,O 'uilding! P ; *arg! 9orli! *um'ai! India

#E: PEOPLE
Mr. 0i)ra* #aushi) (*anaging irector and "%O)

35

$ikram Jaushik is one of the most fashiona'le "%Os in the media 'usiness. +he cut of his suit and the colour coordination of his shirts and ties are always perfect. , self7confessed shopaholic! Jaushik has the air of an elegant! somewhat fastidious! gentleman a'out town

Hari' Na$3a, !" 0!.a"! e '! 'a)e !&er as Ta'a S)/ MD

+ata #ky on *onday said that Harit Cagpal of $odafone would succeed $ikram Jaushik as its *anaging irector as the latter would retire on ecem'er L4. N$ikram Jaushik! *anaging irector of +ata #ky 8imited! will retire on

ecem'er L4! -.4.. Jaushik will 'e succeeded 'y Harit Cagpal! who is currently the Group *arketing irector! $odafone! plc!N a press release issued

here stated. Jaushik has led the company since its inception in -../ and under his leadership +ata #ky has emerged as the leading +H 'rand in the country! it said. Cagpal will join the company in ,ugust -.4. in order to facilitate a smooth transition at +ata #ky! the release said. Cagpal comes with -A7years e&perience of which nine7years have 'een with $odafone. +ata #ky 8td is a H$ 'etween the +ata group and #+,3 and offers su'scri'ers over 454 channels and interactive services in $ =uality picture and " =uality sound. ;rand am'assador

36

+ata #ky 8td.! the H$ 'etween the +,+, Group and #+,3! has signed ,amir Jhan! one of IndiaBs highly acclaimed actors! as a 'rand am'assador. ,amir Jhan is the highest7paid 'rand am'assador today.

BRAND AMBA

ADOR 9 TATA

K7
,amir Jhan! one of IndiaBs highly acclaimed actors! as a 'rand am'assador. ,amir Jhan is the highest7paid 'rand am'assador today. His contract with +ata sky is for -.months.#peaking a'out ,amir Jhan as the 'rand am'assador for +ata #ky! Mr. 0i)ra* #aushi)? CEO 4 Ma a$i $ Dire+'!r? Ta'a S)/ L'.. said! Q,amir makes a perfect fit with the +ata #ky 'rand values

37

of trust! high7=uality entertainment and innovation. ,s our 'rand am'assador! he will 'e instrumental in communicating the 'enefits of +ata #ky to consumers across the country. It is our privilege to 'e associated with an actor of the highest cali're and e&cellent standing in the entertainment industry.R ,amir Jhan will feature across all +ata #ky 'rand and product communication including advertisements on +$! Print! Outdoor! 3adio and other mediums. "ommenting on his association with +ata #ky! Aa*ir sai.! QI am delighted to 'e associated with +ata #ky. #ince its launch! +ata #ky has redefined television viewing in India and I am proud to 'e associated with a 'rand that epitomiMes continued innovation and e&cellence in home entertainment.R

)NTERACT)-E C1ANNEL
A+'i&e E $,ish
+his service will help housewives improve their %nglish conversational skills! voca'ulary and pronunciation from the comfort of their homes! at a time most convenient to them. 9ith ,ctive %nglish! they can learn how to converse confidently in %nglish in day to day situations like P+, meetings! malls! 'anks etc. and many more. +he medium of instruction for this service is Hindi.

38

8essons learnt through the week can 'e revised on weekends. +he content for this service is provided 'y ;ritish "ouncil.

A+'i&e Ma,,
Cow! you can 'uy electronic appliances! household goods and even mo'ile ringtones & wallpapers! at the press of a 'uttonO +hatBs right! with ,ctve *all on +ata #ky you can shop from the comfort of your home at a time most convenient to you. ,vail of attractive prices on all products

A+'i&e 6i@ )i.s

esigned specifically for preschoolers! ,ctive 9iM kids is a television 'ased service that aims to continue a childBs learning process at home through a host of fun learning games! rhymes and art & craft activities. Cow children can also enjoy their favourite isney characters

A+'i&e S'!ries
, television 'ased story 'ook that children can read and listen to at their own pace. +he service features new stories in %nglish and Hindi everyday from the likes of Panchatantra! Hataka +ales and Hitopadesh. Cow children can also enjoy their favourite isney characters like *ickey *ouse! "inderella! ,laddin! 9innie the Pooh and more on ,ctive #tories. Pou will now 'e a'le to listen to your favourite stories in si& languages 7 %nglish! Hindi! +amil! +elugu! ;engali and *arathi
39

A+'i&e Lear i $
,ctive 8earning powered 'y %ncyclopaedia ;ritannica is a =uiM 'ased service aimed at children in the age group of <74- years. +hrough daily =uiMMes and interesting sections like S id Pou JnowB and S+his service aims at improving a childBs general knowledge. ay in HistoryB! the

A+'i&e C!!)i $
On ,ctive "ooking you can get your favourite recipe when you want at the press of a 'utton. +he service features 5 new and easy7to7cook recipes daily! from master chefs across the country including #anjeev Japoor. ,lso! get a new handy kitchen tip every day.

A+'i&e Darsha
#hirdi #ai'a'aKIskconK#iddhi $inayakKJashi $ishwanathK#$;")( Get darshan of the I#J"OC temple! Huhu and the #hirdi #ai ;a'a temple on your television! throughout the day. +his new service is 'rought to you in partnership with #+,3 Cews.

A+'i&e Ga*es
On active games there are lot many options of games to choose from.

A+'&e D!!r.arsha
40

GujaratiK

#aptagiriK

Punja'iK

Jashir

A+'&e S'ar Ne-s

"ontrol how and when you want to watch the news. Go directly to? headlines! top stories! features.

TAR)00 9 TATA K7
+ata #ky presents you with F+ru"hoice PackagesF 7 a new set of channel packages that lets you choose the channel package you likeO #u'scri'e to the ,nnual *ega Pack or decide on one of the Popular Packs and then choose any or all the Optional & 3egional packages you want to watch. Pou can also watch 'lock'uster movies on #howcase that can 'e ordered with any of the Packs. Get the 'est of entertainment right at your home in three simple steps.
41

42

Tata ,k( in h"a3lin",

+he company said that its Qfirst7of7its7kind! no conditions applyR offer will redefine the +H landscape in the country. It surely would! as +ata #ky has slashed the price of its set7top 'o& 'y almost /. per cent to 3s 555. "ompetitors provide set7top 'o&es at 3s 4!/.. to 3s 4!1... +ata #ky is convinced it has taken the right path and its pricing strategy isnBt something that it has adopted for the first time. Q9e were the first to 'reak the 3s 4.. price 'arrier in packaging6 first to introduce H service at an

unimagina'le price point and now! the first to provide a world7class =uality
43

+H service at an afforda'le price point. Our service will now 'e afforda'le for consumers across all strata of the society!R says $ikram *ehra! chief marketing officer! +ata #ky. +he company claims a su'scri'er 'ase of A.A million! making it the third largest +H player. *ehra also says reducing the price of hardware does not mean the company! a joint venture 'etween +ata #ons and Cews "orporation! will reduce the price of channel packs as well. +he company has left the minimum su'scription charges unchanged at 3s 40. per month. He is 'anking on a huge increase in su'scription to the +H providerBs

value7added services. Interactive services like ,"+I$% %nglish and ,"+I$% "ooking! for which the operator charges 3s L. per application! have more su'scri'ers in +ier II and +ier III cities than in ur'an areas. Q9ith our differentiated content! we will continue to earn siMea'le revenue than competition.

TATA S#: ,au +hes A+'i&e Ga*es

In a 'id to make your +$ the new playground! +ata #ky 8td in association with Hungama Game #tudio has launched its gaming service 7 ,ctve Games. +he service aims at providing over A. different games throughout the year on +ata #ky ,ctve Platform! with at least 0 of them to 'e enjoyed daily. +he games will cater to all age groups across multiple genres such as sports! action! adventure! arcade! cards and racing! among others. +ata #ky will constantly
44

update the catalogue for its growing su'scri'er 'ase of over 0 million connections. Q+he most e&citing of these games is the e&clusive Puvraaj #ingh "ricket "hampionship game!R said $ikram *ehra! "*O! +ata #ky! adding! Q,t present the games offered on most +H platforms are =uite 'asic. +ata #ky! however! is introducing a completely new 'reed of +$ gaming on its ,ctve Games platform. +his opens up a huge market not only in larger cities! 'ut also in the +ier II7+ier III cities and small towns. 9ith +H gaining a very strong foothold into the

Indian pay7+$ market! gaming could 'e the ne&t 'ig step after education.R "ommenting on the partnership! Ceeraj 3oy! managing director and chief e&ecutive officer of Hungama igital *edia %ntertainment Pvt 8td! said! Q+he

concept of gaming has caught up well in India and is gaining rapid pace. +he worldwide gaming market is e&pected to reach >/- 'illion 'y -.4.! growing at a ",G3 of nearly 41 percent over -..07-.4.. ,t Hungama Game #tudio we have created a 'ou=uet of games that are engaging and addictive for the average gaming enthusiast. #ince the launch! the ,ctve Games pack has 'een getting an overwhelming response and with the availa'ility of fresh content every week! we at Hungama Game #tudio hope to provide them with the ultimate gaming e&perience in the comfort of their own home.R

45

+he

+H market in India is relatively nascent! 'ut is getting crowded

very =uickly and holds high potential for growth. +he future of competition in the +H market is not going to 'e in the core +H service or the su'scription

cost! 'ut the =uality of the value added services the provider offers its customers.

Ta'a S)/ +r!sses siA *i,,i! su%s+ri%er *ar) se3' B< 5<=<
9e have received tremendous response from the market and have crossed si& million su'scri'ers. 9e are poised for further growth in the coming months! especially on the 'ack of interactive services that we have launched!N +ata #ky "hief *arketing Officer $ikram *ehra told reporters.

C>< s+h!!,s use Ta'a S)/ A+'&e E.u+a'i!

+ata #ky has added a new lingo to our everyday conversation7isko laga dala toh life jhingalala. 8aunched in ,ugust -..0! the countryFs second7largest +H service provider has already crossed the A.A million su'scri'er mark. ;eaming over -.. channels! the +H major has five call centres! which take

calls in 44 languages. $ikram Jaushik! * & "%O of +ata #ky! spoke to %+ on a range of issues faced 'y the +H industry. %&cerpts? #oon ca'le operators will have to shift to the digital system. o you see any

threat to +H from alternative technologies such as digital ca'le and IP+$T

46

In a large geographical country like India!

+H is the most preferred and

afforda'le proposition as compared to IP+$ and ca'le. It can reach any geographical location with the same picture =uality and sound and at the same price. IP+$ has other challenges relating to the last7mile connectivity and the overall cost of access for average consumers. +his will take some time to 'ecome feasi'le. If digital ca'le is to e&pand! then the consumer proposition has to 'e competitive versus customer service. +3,I has said that all addressa'le systems including offer television channels a7la7carte to the consumers. ItFs a tall order. It has not 'een tried in any other country. +he change will re=uire huge re7engineering of 'ack7end systems and large investments too. 9e will try to meet the re=uirement! 'ut itFs e&tremely challenging. +he multiplicity of choice will also have implications for 'andwidth. +H will have to +H! 'oth in terms of price! line7up! $,# as well as

47

Ta'a S)/ '! a.. B.> * *!re su%s+ri%ers %/ 5<=5

Direct-to-Home (DTH) service operator Tata Sky today said it would add 3.5 million more subscribers by 2 !2 and "ocus on addin# customer-oriented innovative applications. N"urrently! we have /.A million su'scri'ers and we are aiming to achieve total su'scri'er 'ase of 1 million 'y -.4-!N company "hief *arketing Officer $ikram *ehra told reporters here. ;ullish a'out the growth of +H industry in the country! *ehra said

+H su'scri'ers in the country are e&pected to 'e in the range of /.7/A million in ne&t three years. +ata #ky! a joint venture 'etween +ata Group and #tar! also announced the launch of F,ctiveF %nglish77 an innovative program aimed at enhancing conversational skills among Indian housewives. N9e always focus on giving ma&imum value to our customers 'y way of introducing more innovative services which are even not availa'le glo'ally and also having wide array of channels and programmes.

48

Ta'a S)/ e ha +es 0AS? !""ers ",!-er .e,i&er/

irect7to7home services provider +ata #ky has partnered renowned chef #anjeev Japoor and florist chain Ferns FCF Petals to strengthen its value7added services portfolio. 9hile #anjeev JapoorFs recipes would 'e a part of +ata #kyFs ,ctive "ooking service! Ferns FCF Petals would offer flower delivery service across the country. N9e have tied up with #anjeev Japoor to showcase his recipes on our ,ctive "ooking channel. ,lso! we have partnered with Ferns FCF Petals! who would deliver the flowers and cakes across the country!N +ata #ky "hief *arketing Officer $ikram *ehra said. He declined to comment on the revenue potential of the services. +he user needs to choose flowers or cakes which have product codes and #*# the code to the company and a representative would call 'ack to take the delivery details! *ehta added. +ata #ky is also looking at enriching its offerings for the kidBs genre with the summer vacations starting and has introduced offerings like puMMles! games and content like Hannah *ontana.

49

Ta'a S)/ '! ,au +h &!i+e a+'i&a'e. ser&i+e

+ata #ky on +uesday announced the launch of Interactive $oice 3esponse (I$3) application 'eing used e&clusively 'y it at its call centre facilitates to support the huge demand from its su'scri'ers this festive season. +ata #ky is launching this application in association with E'ona +echnologies! a press release issued here said. N+he introduction of E'ona not just increases the efficiency of service 'y automating it! 'ut also gives our customer care e&ecutives valua'le time to service other critical calls!N +ata #kyFs "hief *arketing Officer! $ikram *ehra! said. "urrently! this feature is rolled out in all L call centre locations of +ata #ky ("handigarh! Pune and Hydera'ad) and is supported in the %nglish language. #everal Indian languages! including Hindi! are proposed to 'e added shortly.

Ta'a S)/ ,au +hes P0R 'e+h !,!$/

+ata #ky! a joint venture 'etween the +ata Group and #tar! is eyeing an 17 million su'scri'ers 'y FPF-.4-! a top company official said. N9e are looking for at least 1 million connections 'y FPF 4- from the present - million su'scri'ers in direct7to7home ( +H) space!N +ata #ky *anaging irector &

"%O $ikram Jaushik told reporters here on +uesday after launching +ata #ky!

50

a new7age service that uses the 'reakthrough personal video recorder (P$3) technology. N9e have created a record of - million su'scri'ers in -. months. +he total +H su'scri'er 'ase is estimated at 07million!N Jaushik said. +ata

#ky would 'e the first to 'ring this technology in India. P$3 allows su'scri'ers to save a particular content airing on one channel! while watching another. +he su'scri'er can view the saved content as per hisKher convenience later on. NP$3 technology will not only help our su'scri'ers to time7shift their +$7viewing with the record and play'ack features! 'ut also give them the convenience to enjoy uninterrupted +$ with the pause and rewind live +$ features!N Jaushik said. +he +H service provider aims to position this service as a premium

offering and it would 'e rolled7out in a phased manner across the country. +he set top 'o&es for P$3 are e&pected to 'e priced at 3s 1!555. However! it will 'e offered to the e&isting +ata #ky su'scri'ers at discounted rates.

51

TATA K7 .ROMOT)ONAL CAM.A)GN

;rand ,m'assador promoting +ata #kyG

52

3ecently launched +ata #ky Plus which uses the personal video recording (P$3) technology that allows consumers to record live. It is availa'le at a price of 3s. 1555K7

Bra . A*%assa.!r 3r!*!'i $ i 'era+'i&e ser&i+es "r!* Ta'a S)/? i.e. Ta'a A+'i&e

53

3oadside promotional campaigns from +ata #ky

Picture a'ove is among the most recent campaigns from +ata #ky
54

,dvertisement for choice of packages

Installation service from +ata #ky

Promotional ;anners from +ata #ky

55

+ata #kyBs sentimental promotional campaign

,ctve Games from +ata #ky! an interactive channel for kids

56

A.&er'isi $ S'ra'e$/
+o tell su'scri'ers what 'enefits they get from the product rather than talk a'out the features +o communicate the message of +ata #ky 'eing a one7stop shop for complete home entertainment making other mediums redundant +o reinforce greater customer care initiatives! and retain market lead Provide delighting $,#

57

Tata k(9 an o%"'%i":

M!s' 6a 'e. Fea'ures
3eminder for favourite program On demand *ovies 8ive 3ecord K Pause K 3ewind People want to add internet services as add on service. 1.2 of the customers are satisfied 'y the +H services (+ata #ky).

Pr!%,e*s "a+e. %/ 'he Cus'!*ers

#ome channels do not have good reception ,fter sales service I customer care service 3emote is not of good =uality Hidden charges I free to air channels Packages are not so good and attractive #ometimes poor =uality of signal

58

Reas! s "!r i's Fai,ure

;ad "ustomer care

;ad 3eception of #ome "hannels 8ess advertisement in initial stage 8ess variety of channel packages Failure of +elecommunication Cetwork

Reas! s "!r i's Su++ess

Introduction of new and uni=ue features Introduction of schemes Improvement in picture and sound =uality ;etter customer care service than 'efore ,ppointed ,mir Jhan in his advertisement %asy availa'ility or Good distri'ution network.

Re+!**e .a'i!
+hey should improve their customer care. +hey should use more advanced technology for the improvement of the picture =uality.

59

 +hey should review their packages and launch some economical packages for middle class people. +hey should introduce new schemes to attract customers. +hey should introduce new services like internet which will make them uni=ue in their category. +hey should find new ways to advertise their product.

)M.ORTANCE 5 CO.E O0 T1E .ROJECT RE.ORT

+he project report has 'een prepared in order to do a comparative study 'etween two leading for? ;rand Promotion "apturing market share +o face healthy competition +e 'e 'est at customer care service #tatus of the company +H service providers! that what all strategies they follow

60

+he scope of this report includes the information a'out of

+H! company profile

ish +$ & +ata #ky & also a 'rief knowledge a'out their competitors.

*arket position of that company has also 'een included in the scope.

RE EARC1 OBJECT)-E
+he o'jective of the research was to conduct a comparative study 'etween two leading +H ( irect to home) service providers! in order to collect I#H +$ & +,+, #JP 'eing the leading +H service

information a'out

providers in the country! in order to compare them & know a'out the o #tatus of the company in the market o "ompetitive strategies o Goodwill of the companies

61

o *arketing strategies of the companies o Promotional schemes offered 'y the companies o "ustomer feed'ack a'out the companies o +ariffs offered 'y the companies o 8imitations of the companies #o that points of improvement can 'e suggested & information can 'e gathered a'out the working of the companies.

17.OT1E )
, Hypothesis consists of either a suggested e&planation for an o'serva'le phenomenon or of a reasoned proposal predicting a possi'le casual correlation among multiple phenomena.

NULL H:POTHESIS
+here is a positive relationship 'etween ish +$ & +ata #ky.
62

ALTERNATE H:POTHESIS
+here is a negative relationship 'etween ish +$ & +ata #ky.

RE EARC1 MET1ODOLOG7
+he methodology adopted for eliciting the data re=uired for the study was survey method. It is the overall pattern or framework of the project that will dictate as to what information is to 'e collected! from which sources and 'y what procedures.

RESEARCH METHOD

63

3esearch methodology must 'e classified on the 'asis of the major purpose of the investigation. In this pro'lem! description studies have 'een undertaken! as the o'jective of the project is to conduct the market survey a'out the comparative analysis of dealer satisfaction of other +H player in India.

DATA COLLECTION
+he information needed to further proceed in the project had 'een collected through primary data and secondary data.

PRIMAR: DATA
Primary data consists of information collected for the specific purpose at hand for the purpose of collecting primary data! survey research was used and all the retail outlets sellers using different 'rands and their competitors were contacted. #urvey research is the approach 'est suited gathering description. :uestionnaire has 'een used to collect the data. It contains the open ended and scaling techni=ues.

SECONDAR: DATA
+he secondary data consists of information that already e&ists somewhere! having 'een collected for another purpose. ,ny researcher 'egins the research work 'y first going through the secondary data. #econdary data includes the information availa'le with the company. It may 'e the findings of research previously done in the field. #econdary data can also 'e collected from
64

magaMines! newspapers! other surveys conducted 'y known research agencies etc. $arious internet sites & 'logs have 'een used to collect information a'out the company.

+he respondents are consumers of various

+H. +he survey was carried

in *orada'ad with the sample siMe of 4.. consumers. +he survey was carried out with the help of a structured =uestionnaire! which helps in accomplishing the research o'jectives. +he respondents 'y means of personal interview administer this structured ended =uestionnaire.

Resear+h .esi$
escriptive method is used in the research. , sufficient thought has 'een given in framing the =uestionnaire and deciding the types of data to 'e collected and the procedure to 'e used.

Da'a +!,,e+'i! *e'h!.7 #urvey method has 'een used for collecting the data. Me'h!. !" +!**u i+a'i! ? Indirect communication (=uestionnaire) has 'een used for collecting the information. Sa*3,e si@e? 4.. consumers have 'een surveyed. Sa*3,i $ 'e+h i8ue7 "onvenience area sampling has 'een used in the research.

65

Area !" sur&e/7 MORADABAD

TAT) T)CAL TOOL + ED

MEAN
In statistics! the mean is the mathematical average of a set of num'ers. +he average is calculated 'y adding up two or more scores and dividing the total 'y the num'er of scores.

66

MEDIAN In pro'a'ility theory and statistics! a *e.ia is descri'ed as the numeric value separating the higher half of a sample! a population! or a pro'a'ility distri'ution! from the lower half. +he median of a finite list of num'ers can 'e found 'y arranging all the o'servations from lowest value to highest value and picking the middle one. If there is an even num'er of o'servations! then there is no single middle value6 the median is then usually defined to 'e the mean of the two middle values. MODE *ode (statistics)! the value that has the largest num'er of o'servations. A0ERAGE In mathematics! an a&era$e! or +e 'ra, 'e .e +/ of a data set is a measure of the NmiddleN value of the data set. +here are many different descriptive statistics that can 'e chosen as a measurement of the central tendency of the data items. +hese include arithmetic mean! the median and the mode. Other statistical measures such as the standard deviation and the range are called measures of spread and descri'e how spread out the data is.

Ra .!* Sa*3,i $

67

, sample is a su'ject chosen from a population for investigation. , random sample is one chosen 'y a method involving an unpredicta'le component. 3andom sampling can also refer to taking a num'er of independent o'servations from the same pro'a'ility distri'ution! without involving any real population.

Co&2a'i,on
Dish T0 71
A.&a 'a$es
(4) +he 'iggest advantage of ish +$ is its cost. (For old or e&isting customers

at this point). It offers most of the popular channels at low cost. +he highest pack costs 3s.L-A per month! after which only 4 or - add7on packs are re=uired
68

to all almost all channels! unlike other

+H where you need several ,dd7on

packs even after su'scri'ing to the highest pack. (-) ish +$Bs satellite 'eing located very near to irect PlusBs satellite! all irect Plus as well. ish

ish +$ users enjoy the complete channel offering of #o any new channel added in +$ channel offering. (L) +he software of

irect Plus automatically gets added to

ish +$ #+;s are sta'le at the moment. +his makes the

switching speed 'etween channels pretty fast. ,lso very less hang7ups of #+;s reported till now. +hanks to ish +$ #+;sB great software. (/) Only ish +$ gives its users access to e&clusive never7'efore seen

international channels which are not availa'le even in ca'le till now. +he platter includes *G*! +"* and ;oomerang. ,irtel igital +$ provides *G* India

unlike ish +$ which still carries the direct international feed of *G*. (A) #everal new channels added recently are provided at no e&tra cost for the highest pack users! e&cept for a few channels. ("urrently only for e&isting or old customers). 9hereas other separate ,dd7on Packs. (0) ish +$ has a good no of +ransponders to offer more channels to its users! including the recently contracted Protostar which means more channels for its customers.
69

+H operators! have added the new launches in

Disa.&a 'a$es
(4) One of the 'iggest pro'lems of ish +$ is its "ustomer "are and "ustomer

#ervice which is definately not upto the mark. +he "" e&ecutives lack professionalism in their attitude and after7sales support in certain areas are allegedly poor. (-) ,nother serious issue is its audio and video =uality. :uality on several ('ut not all) channels on ish is not upto the mark. +oo much of pi&elation is seen on some channels and the audio standard is of course not of true " =uality. (L) ish +$ misses out on few important channel packages which includes the ue to this e&clusive cricket

Ceo 'ou=uet and the E+$ group of channels.

matches and world +$ premier of latest movies on these channels are missed 'y the ish +$ users. (/) Cew channel addition process is e&tremely slow when it comes to ish +$.

It takes a huge amount of time for ish +$ to enhance its 'ou=uet offerings. (A) +he time taken for activation of packages after renewal is too long sometimes. Esers had to wait for as long as A70 days for activation even after making payments on time. (0) Official we'site is not updated regularly. Official we'log which was meant for the interaction of ish +$ users too does not work till date.

70

Ta'aS)/ 71
A.&a 'a$es
(4) IndiaBs first and only reputed international technology. (-) +he audio and video =uality of +ata#ky stands up to the e&pectations of its users. "ustomers have reported a'out +ata #kyBs true " =uality sound. (L) Only +ata#ky gives its users an e&clusive access to some authentic international channels which includes ;;" %ntertainment and "ele'es. (/) +ata#ky offers uniform volume level across all channels! unlike other services where the volume level keep varying with each channel. (A) +he #+; of +ata#ky is sta'le enough. +here has 'een very less or no reports of +ata#ky #+; 'ugs or issues till date. (0) +ata#ky users argue that its "ustomer #ervice is satisfactory. Issues are addressed on time and the after7sales support is great. Disa.&a 'a$es +H $ =uality picture and +H service to have made a joint venture with a

+H 'rand! #ky! which is famous for its e&=uisite

71

(4) +ata#ky has too many ,dd7on packs. #everal add7on packs need to 'e su'scri'ed to for enjoying all the channels! even after going with the highest pack. +his makes the over7all package too costly. (-) +he channel strength of +ata#ky is less compared to other +his is 'ecause of the less no of +ransponders purchased 'y them. +H operators.

0)ND)NG
4) *a&imum ealers keep +H kit and recharge facility. -) ,wareness of new connection and new recharge offers of to +ata #ky and ,irtel igital. L) +here is a communication gap 'etween the company and the dealers. /) ,vaila'ility of vouchers lie 'etween price ranges from 3s 4.. to 4....
72

ish +$ is similar

A) ,vaila'ility of voucher is one of the major issues among +H dealers. 0) %P3# system seems to 'e the most trou'lesome recharge option for +H. <) In case of ish +$ 'ecause of fre=uent trou'le complains in %P3# recharge

option! vouchers are preferred over others that are not the case with other 'rands who use all other options. 1) "ustomer care service is considered to 'e very poor as dealers often complain of pro'lems in recharge process. 5) *any dealers say they recommend +ata #ky and ,irtel 'ecause they get the installation done much faster in comparison to to L7/ days sometimes. 4.) +he company hasnSt 'een a'le to keep up the promises made to the customers! like installation and activation commitments are often not met. 44) "ommunication 'etween the "all "entre and the #ervice centre is not good. 4-) "ustomer "are is not reacha'le on +oll7Free easily! waiting time is high on toll7free num'ers. 4L) "hanges in price plans and offers more fre=uently confuses customers which 'eings down the consumer satisfaction levels. 4/) +here has 'een a growing trend of dish +$ customers and dealers 'eing shifting to other major 'rands like +ata #ky and ,irtel igital as they provide ish +$. 9ith ish! it takes up

73

'etter value added services like after sale service! recharge facilities and customer care. 4A) *ost dealers surveyed have complained that the istri'utorK#ales people do

not visit much and they are not receiving sufficient support.

+GGE T)ON
4) I +rease a-are ess7 #ince there is lack in communication channel! it should 'e tackled with care and dealers should 'e constantly made aware a'out the offers and new plans through meetings with company e&ecutives at regular intervals.

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-) I*3r!&e 3r!+esses a . 'e+h i8ues7 In order to make recharge or activation process more transparent and user friendly! the %P3# technology needs to 'e upgraded consistently. L) Gi&e *!re &a,ue a..e. ser&i+es7 #ince +ata sky and ,irtel have clear edge over value added services like free installation +H needs to mend its strategy

to face these competition. One way of doing this would 'e to offer at least the same service as these two competitors are trying to eat the market share. /) I*3r!&e*e ' i a"'er Sa,es Ser&i+es7 Arra $e7 proper training for ish +$ lacks proper after sale service against the

customer care e&ecutives as

service provided 'y +ata #ky & other 'rands. A) S'a .ar.i@e. 'he 3ri+e 3,a s a . a&!i. "re8ue +/ +ha $i $7 Fre=uent changes in price and offers is proving no good for ish +$ as it is in way

frustrates the customers with changes in offers without 'eing informed a'out it. 0) 0!u+her A&ai,a%i,i'/7 *ake proper channel of istri'ution of voucher. ,s

sometimes it 'ecomes hectic for any consumer to find a voucher recharge dealer. <) 0isi%i,i'/7 anglers create more impact on customer mind! it always visi'le

and promote offer and help to recall 'rand resonance.

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L)M)TAT)ON
;ad or poor "ustomer care. ;ad or unclear 3eception of #ome "hannels. 8ess advertisement in initial stage. 8ess variety of channel packages.

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 Failure of +elecommunication Cetwork. "omple&ity of payment for tariff. 3e=uires a dish to 'e placed on the top of the roof which might not 'e convenient for people living in flats. People are not willing to invest for +H against ca'le +$.

WEBL)OGRA.17
www.google.co.in www.scri'd.com
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www.tatasky.com www.dishtv.in www.go/dishnetwork.com www.india'road'and.net www.dthindia.com www.wikipedia.com

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Data anal(,i,

4. 9hat type of connection do you have at your homeT

79

-. How many +H connections do you have at your homeT

L. How much do you like to pay for your +H connection per monthT

80

/. 9hich +H network do you ownT

A. From where did you come to know a'out your +H service providerT

81

0. How many channels do you get in your packageT

<. #cale your satisfaction from your +H

82

1. 9hat do you like most a'out your +H serviceT

5. 9hat things you donBt like a'out your +H serviceT

83

4..

o you easily get recharge for your +H service providerT

44.

o you have any plan to change your +H service providerT

84

4-. 9hat all feature are you looking for in your ne&t +H providerT

4L. 9hich +H service provider will you switch toT

85

4/.9hich marketing scheme attracts you mostT

4A.9hat recommendations would you like to makeT

86

"# They shou$d mpro%e the r customer care ser% ce& B# They shou$d ntroduce new schemes to attract customers& '# They shou$d ( nd new ways to ad%ert se the r product& )# They shou$d ntroduce new ser% ces $ ke nternet wh ch can make them un *ue n the r cate!ory&

ANNE*+RE
87

Customer Feedback on Direct to home (DTH) Service

+ame, -------------------------"!e,--------------+o& .( /am $y members,-----------0# 1hat type o( 'onnect on do you ha%e at your home2 1& 'ab$e T3 4 3& )) +at ona$ 4 5 5 2& ) rect To 6ome7)T6# 4& +one 4 4 5 5

00# 6ow many )T6 connect ons are there at your 6ome2 1& .ne 3& Three 5 000# 6ow much wou$d you $ ke to pay (or your )T6 'onnect on per month2 1& 150 3& 300 4 4 5 5 2& 250 4& 350 or more 4 4 5 5 4 5 4 5 2& Two 4 5 4

4& 8ore than /our

03# 1h ch )T6 network do you own2

88

1& ) sh T3 3& B ! T3

4 4

5 5

2& Tata Sky 4& .ther 4

4 5

3# /rom where d d you come to know about your )T6 ser% ce pro% der2 1& +ewspaper 3& 8a!a9 ne 4 4 5 5 2& Banners 4& :e(erra$ 4 4 5 5

30# 6ow many channe$s do you !et n your packa!e2 1& "round 50 4 3& "round 150 5 4 5 2& "round 100 4 5 5

4& 8ore than 150 4

300# Sca$e your sat s(act on (rom your )T6 ser% ce2 1& Bad 3& ;ood 4 4 5 5 2& "%era!e 4& <=ce$$ent 4 5 4 5

3000# 1hat do you $ ke most about your )T6 ser% ce2 1& '$ar ty 3& /eatures 4 4 5 5 2& 3a$ue (or 8oney4 4& "$$ o( the "bo%e 5 4 5

0># 1hat th n!s you rea$$y don?t $ ke about your )T6 ser% ce pro% der2 1& @r ce 4 5
89

2& @oor ser% ce 4

3& Anc$ear p cture 4

4& .ther

># )o you eas $y !et the rechar!e (or your )T62 1& Bes 4 5 2& +o 4 5

>0# )o you ha%e any p$an to chan!e your e= st n! )T6 ser% ce pro% der2 1& Bes 4 5 2& +o 4 5

>00# 1hat a$$ (eatures are you $ook n! (or n your ne=t )T6 ser% ce pro% der2 1& 0nteract %e 3& Ser% ce 4 4 5 5 2& Cua$ ty 4 5 4 5

4& "$$ o( the abo%e

>000# 1h ch )T6 ser% ce pro% der w $$ you sw tch to2 1& " rte$ ) ! ta$ T3 4 3& Tata Sky 4 5 5 2& ) sh T3 4& .ther 4 4 5 5

>03# 1h ch 8arket n! scheme attracts you most2 1& ) scount 4 5 5 2& @romot ona$ o((ers 4 4& Brand 0ma!e 4 5 5

3& Ser% ce packa!e 4

>3# 1hat wou$d you recommend to company to add2 4. +hey should improve their customer care.
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-. +hey should introduce new schemes to attract customers. U L. +hey should find new ways to advertise their product. /. +hey should introduce new services like internet which will make them uni=ue in their category. U U

V V

__________________________________________________________ _______Thank you for your precious time

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