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f0\f0\charscalex100 {5.0 Strategies to sustain in competitive growth marke
t 9}\par\pard\li1853\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li18
53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {6.0 Market Segmentation
11 }\par\par
d\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\cols2\colno
1\colw7613\colsr-0\colno2\colw3826\pard\li1853\ri0\sl-213\slmult0 \fs18\cf0\par\
pard\li1853\ri0\sl-466\slmult0 \fs24\cf0\f0\charscalex100 {7.0 Brief profi
le of players in the industry}\par\pard\li2573\ri0\sl-506\slmult0 \fs24\cf0\f0\c
harscalex100 {7.1 DD DIRECT }\par\pard\li2573\ri0\sl-453\slmult0 \fs24\cf0\f0\c
harscalex100 {7.2 Dish TV }\par\pard\li2573\ri0\sl-440\slmult0 \fs24\cf0\f0\c
harscalex100 {7.3 Tata Sky }\par\pard\li2573\ri0\sl-453\slmult0 \fs24\cf0\f0\ch
arscalex100 {7.4 Sun Direct}\par\pard\li2573\ri0\sl-440\slmult0 \fs24\cf0\f0\cha
rscalex100 {7.5 BIG TV }\par\pard\li2573\ri0\sl-453\slmult0 \fs24\cf0\f0\charsc
alex100 {7.6 Airtel digital TV }\par\pard\li2573\ri0\sl-440\slmult0 \fs24\cf0\f
0\charscalex100 {7.7 Videocon d2h}\par\pard\li1493\ri0\sl-213\slmult0 \fs18\cf0\
par\pard\li1493\ri0\sl-480\slmult0 \*\tx2573\fs24\cf0\f0\charscalex100 {
8.0}\tab \fs24\cf0\f0\charscalex100 {Bibliography }\par\pard\li1133\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li11
33\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-213\slmult0 \fs
18\cf0\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-213\s
lmult0 \fs18\cf0\par\pard\li1133\ri0\sl-280\slmult0 \fs24\cf0\f0\charscalex100\b
{Oct\uc1\u8217X09 PT-PGPM}\b0 \par\column\pard\li720\ri0\sl-213\slmult0 \fs18\c
f0\par\pard\li720\ri0\sl-466\slmult0 \fs24\cf0\f0\charscalex100 { 14}\p
ar\pard\li720\ri0\sl-506\slmult0 \fs24\cf0\f0\charscalex100 { 14}\par\p
ard\li720\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 { 15}\par\pard\
li720\ri0\sl-440\slmult0 \fs24\cf0\f0\charscalex100 { 15}\par\pard\li72
0\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 { 16}\par\pard\li720\ri
0\sl-440\slmult0 \fs24\cf0\f0\charscalex100 { 17}\par\pard\li720\ri0\sl
-453\slmult0 \fs24\cf0\f0\charscalex100 { 17}\par\pard\li720\ri0\sl-440
\slmult0 \fs24\cf0\f0\charscalex100 { 18}\par\pard\li0\ri0\sl-213\slmul
t0 \fs18\cf0\par\pard\li0\ri0\sl-480\slmult0 \fs24\cf0\f0\charscalex100 {
19}\par\pard\li1480\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1480\
ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1480\ri0\sl-213\slmult0 \fs18\cf0\par\pa
rd\li1480\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1480\ri0\sl-213\slmult0 \fs18\
cf0\par\pard\li1480\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1480\ri0\sl-213\slmu
lt0 \fs18\cf0\par\pard\li1480\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1480\ri0\s
l-280\slmult0 \fs24\cf0\f1\charscalex100 {Page 2 }\par\pard\sect\sectd\sbknone\p
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3\margtsxn666\margbsxn173\pard\li2893\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li28
93\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2893\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li2893\ri0\sl-520\slmult0 \fs32\cf0\f0\charscalex100\b {Industry Analysis:
Direct To Home}\b0 \par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li113
3\ri0\sl-360\slmult0 \fs28\cf0\f0\charscalex100\b \i {After a slow start, the DT
H ma}\b0 \i0 \fs28\cf0\f0\charscalex100\b \i {rket in India is fuelled by fierce
}\b0 \i0 \par\pard\li1133\ri0\sl-333\slmult0 \fs28\cf0\f0\charscalex100\b \i {co
mpetition between the incumbent Di}\b0 \i0 \fs28\cf0\f0\charscalex100\b \i {sh T
V and challenger Tata Sky, }\b0 \i0 \par\pard\li1133\ri0\sl-346\slmult0 \fs28\cf
0\f0\charscalex100\b \i {plus several new entrants, but pr}\b0 \i0 \fs28\cf0\f0\
charscalex100\b \i {icing and exclusivity remain key}\b0 \i0 \par\pard\li1133\ri
0\sl-333\slmult0 \fs28\cf0\f0\charscalex100\b \i {contentious issues.}\b0 \i0 \p
ar\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-373\slmult0 \
fs28\cf0\f0\charscalex100\b \i {1.0}\b0 \i0 { }\fs28\cf0\f0\charscalex100\b {Int
roduction }\b0 \par\pard\li1853\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1853\ri
0\sl-213\slmult0 \fs18\cf0\par\pard\li1853\ri0\sl-346\slmult0 \fs24\cf0\f0\chars
calex100 {In earlier days there was only one TV}\fs24\cf0\f0\charscalex100 { cha
nnel in India the \uc1\u8220XDoordarshan\uc1\u8221X,}\par\pard\li1133\ri0\sl-306
\slmult0 \fs24\cf0\f0\charscalex100 {Channel Doordarshan was owned and operated
by government of India. In this}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0
\charscalex100 {era, every home which had a TV set used }\fs24\cf0\f0\charscalex
100 {to have its own antenna to capture the}\par\pard\li1133\ri0\sl-306\slmult0
\fs24\cf0\f0\charscalex100 {signals. The Cable Television Ordinanc}\fs24\cf0\f0\
charscalex100 {e Law was passed in January 1995. This}\par\pard\li1133\ri0\sl-29
3\slmult0 \fs24\cf0\f0\charscalex100 {enabled cable operators to feed channels a
nd later on private companies were}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0
\f0\charscalex100 {allowed to air their own channels and this}\fs24\cf0\f0\chars
calex100 { led to the explosive growth in number}\par\pard\li1133\ri0\sl-306\slm
ult0 \fs24\cf0\f0\charscalex100 {of TV channels and number of cable operators.
}\par\pard\li1853\ri0\sl-413\slmult0 \fs24\cf0\f0\charscalex100 {The growth of T
V channels & cable operators created a big industry and}\par\pard\li1133\ri0\sl-
293\slmult0 \fs24\cf0\f0\charscalex100 {market opportunities. There were as }\fs
24\cf0\f0\charscalex100 {many as 1, 00,000 cable operators across}\par\pard\li11
33\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {India until few years back. Ho
wever the services provided by cable operators}\par\pard\li1133\ri0\sl-293\slmul
t0 \fs24\cf0\f0\charscalex100 {were poor. The strikes, increase in tariff plan,
selective broadcast and poor}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\ch
arscalex100 {services were major cause of dissatis}\fs24\cf0\f0\charscalex100 {f
action among the customers. This has}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\c
f0\f0\charscalex100 {created an opportunity for DTH, which se}\fs24\cf0\f0\chars
calex100 {rves an immediate threat to the high-}\par\pard\li1133\ri0\sl-293\slmu
lt0 \fs24\cf0\f0\charscalex100 {end cable networks India has about 130 million T
V homes of which, Cable &}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\chars
calex100 {Satellite (C&S) services are present in 97 million (74%) of the home.
The DTH}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {market i
n India comprises 11% of the to}\fs24\cf0\f0\charscalex100 {tal market with almo
st 15 million homes.}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex
100 {The DTH industry growth lagged to 10.3%}\fs24\cf0\f0\charscalex100 { in 200
8 from 16.7% a year earlier. But}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f
0\charscalex100 {industry players agree that the digiti}\fs24\cf0\f0\charscalex1
00 {zation drive is expanding by 35-40%}\par\pard\li1133\ri0\sl-293\slmult0 \fs2
4\cf0\f0\charscalex100 {annually. However, industry estimates }\fs24\cf0\f0\char
scalex100 {DTH to touch 35-40 million subscribers}\par\pard\li1133\ri0\sl-293\sl
mult0 \fs24\cf0\f0\charscalex100 {by 2012, and that\uc1\u8217Xs the number that
every DTH brand has set its sights on.}\par\pard\li1853\ri0\sl-426\slmult0 \fs24
\cf0\f0\charscalex100 {By 2015, DTH will enjoy a market share of 40%, digital ca
ble 40% and}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {anal
og cable will follow with only 20% m}\fs24\cf0\f0\charscalex100 {arket share. Th
e DTH service market in}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charsca
lex100 {India has emerged as one of the most lu}\fs24\cf0\f0\charscalex100 {crat
ive markets which have successfully}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf
0\f0\charscalex100 {resisted the impacts of the current econ}\fs24\cf0\f0\charsc
alex100 {omic slowdown. The slowdown, instead,}\par\pard\li1133\ri0\sl-293\slmul
t0 \fs24\cf0\f0\charscalex100 {proved a boon for the Indian DTH indust}\fs24\cf0
\f0\charscalex100 {ry as people started to cut on their}\par\pard\li1133\ri0\sl-
306\slmult0 \fs24\cf0\f0\charscalex100 {entertainment expenditure and instead of
}\fs24\cf0\f0\charscalex100 { viewing movies at theatres, they}\par\pard\li1133\
ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {preferred to stay at home with th
eir television sets. }\par\pard\li1853\ri0\sl-413\slmult0 \fs24\cf0\f0\charscal
ex100 {The anticipated growth to the efforts }\fs24\cf0\f0\charscalex100 {of DTH
industry players who are all}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\c
harscalex100 {trying to lure viewers by cutting down }\fs24\cf0\f0\charscalex100
{prices as well as offering perks even}\par\pard\li1133\ri0\sl-293\slmult0 \fs2
4\cf0\f0\charscalex100 {though it translates into}\fs24\cf0\f0\charscalex100 { l
oss of Rs 1,600-2,000 on each new subscriber acquired }\par\pard\li1133\ri0\sl-2
93\slmult0 \fs24\cf0\f0\charscalex100 {by them. They have started to offer a nu}
\fs24\cf0\f0\charscalex100 {mber of value-added services such as}\par\pard\li113
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i0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Porter\uc1\u8217Xs model is based
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i0\sl-213\slmult0 \fs18\cf0\par\pard\li4573\ri0\sl-213\slmult0 \fs18\cf0\par\par
d\li4573\ri0\sl-226\slmult0 \fs18\cf0\f2\charscalex100 {DTH market is already }
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\column\pard\li360\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li360\ri0\sl-213\slmult
0 \fs18\cf0\par\pard\li360\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li360\ri0\sl-21
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i0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pa
rd\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\pa
r\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-306\slmult0 \fs18\cf
0\f2\charscalex100 {Threat of Substitutes}\par\pard\li426\ri0\sl-213\slmult0 \fs
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8\cf0\par\pard\li173\ri0\sl-226\slmult0 \fs18\cf0\f2\charscalex100 {Cable TV}{ }
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ard\li360\ri0\sl-226\slmult0 \fs18\cf0\f2\charscalex100 {IPTV}{ }\fs18\cf0\f0\ch
arscalex100 {\uc1\u8211X}\fs18\cf0\f2\charscalex100 { High}\par\pard\li186\ri0\s
l-213\slmult0 \fs18\cf0\f2\charscalex100 {Terrestrial - Low }\par\column\pard\li
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t0 \fs18\cf0\par\pard\li106\ri0\sl-306\slmult0 \fs18\cf0\f2\charscalex100 {Barga
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\par\pard\li333\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li333\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li333\ri0\sl-226\slmult0 \fs18\cf0\f2\charscalex100 {Lots of
options }\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f2\charscalex100 {Price Sens
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rscalex100 {as follows: }\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard
\li1133\ri0\sl-373\slmult0 \fs24\cf0\f0\charscalex100\b \ul {2.1. Buyers: Bargai
ning power of buyers }\b0 \ul0 \par\pard\li1853\ri0\sl-293\slmult0 \fs24\cf0\f0
\charscalex100 {With enough options to choose both }\fs24\cf0\f0\charscalex100 {
from the point of alternate mediums}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf
0\f0\charscalex100 {like Cable, IPTV and Terrestrial broadcast and from the poin
t of increasing DTH}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex1
00 {operators, the consumer is at his will to decide. Customers will continue to
have}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {a high bar
gaining power until DTH plat}\fs24\cf0\f0\charscalex100 {forms try to differenti
ate them as}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {supe
rior players with better content and clarity. }\par\pard\sect\sectd\sbknone\pgw
sxn12240\pghsxn15840\marglsxn666\margrsxn133\cols2\colno1\colw9093\colsr-0\colno
2\colw2346\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-346\s
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rd\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-346\slmult0 \fs24\cf0\f1
\charscalex100 {Page 5 }\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\mar
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3\margtsxn666\margbsxn173\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li11
33\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li1133\ri0\sl-426\slmult0 \fs24\cf0\f0\charscalex100\b \ul {2.2 Suppliers:
Bargaining power of suppliers}\b0 \ul0 \fs24\cf0\f0\charscalex100\b \ul { }\b0
\ul0 \par\pard\li1853\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1853\ri0\sl-373\sl
mult0 \fs24\cf0\f0\charscalex100 {DTH industry relies on three major supplies: C
ustomer Premise}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {
Equipment (CPE) comprising of the satellit}\fs24\cf0\f0\charscalex100 {e dish, S
et Top Box with the necessary}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\c
harscalex100 {Access card, the Ku band transponders }\fs24\cf0\f0\charscalex100
{in the orbiting satellites and content. }\par\pard\li1133\ri0\sl-293\slmult0 \f
s24\cf0\f0\charscalex100 {With India overtaking Japan as Asia\uc1\u8217Xs }\fs24
\cf0\f0\charscalex100 {largest DTH, the bargaining power of}\par\pard\li1133\ri0
\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {Indian DTH operators with CPE suppli
es have increased. However, the}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0
\charscalex100 {availability of transponders is increasi}\fs24\cf0\f0\charscalex
100 {ngly becoming difficult. The Ku band}\par\pard\li1133\ri0\sl-293\slmult0 \f
s24\cf0\f0\charscalex100 {transponder is generally provided by Astrix, the comme
rcial wing of ISRO either}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\chars
calex100 {through its own satellites or by leasing }\fs24\cf0\f0\charscalex100 {
transponders from suppliers. With only}\par\pard\li1133\ri0\sl-293\slmult0 \fs24
\cf0\f0\charscalex100 {two domestic satellite launches be}\fs24\cf0\f0\charscale
x100 {tween 2007 and 2010 and increasing DTH}\par\pard\li1133\ri0\sl-293\slmult0
\fs24\cf0\f0\charscalex100 {players, Astrix is in a better position to }\fs24\c
f0\f0\charscalex100 {use DTH as its cash cow for the next 5 to}\par\pard\li1133\
ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {10 years. Also the crash of INSAT
4C and NSS-8 has worsened the situation of }\par\pard\li1133\ri0\sl-293\slmult0
\fs24\cf0\f0\charscalex100 {DTH players. As there is not much of re}\fs24\cf0\f
0\charscalex100 {gulation particularly in terms of channel}\par\pard\li1133\ri0\
sl-306\slmult0 \fs24\cf0\f0\charscalex100 {pricing, acquiring content from the b
roadcasters is also difficult. DTH vendors}\par\pard\li1133\ri0\sl-293\slmult0 \
fs24\cf0\f0\charscalex100 {are at the mercy of the broadcasters.}\par\pard\li113
3\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-373\slmult0 \fs24\cf0\f0\c
harscalex100\b \ul {2.3 Potential Entrants: Threat of new entrants }\b0 \ul0 \fs
24\cf0\f0\charscalex100\b \ul { }\b0 \ul0 \par\pard\li1853\ri0\sl-213\slmult0 \f
s18\cf0\par\pard\li1853\ri0\sl-373\slmult0 \fs24\cf0\f0\charscalex100 {With alre
ady 7 players in the DTH sp}\fs24\cf0\f0\charscalex100 {ace, threat of new entra
nts is}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {relativel
y low. There is already enough competition which will discourage new}\par\pard\l
i1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {firms to enter this busines
s. While getting }\fs24\cf0\f0\charscalex100 {a license is relatively easy, the
barriers}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {to entr
y are high when it comes to pr}\fs24\cf0\f0\charscalex100 {icing of CPE and gett
ing the required}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100
{transponders. }\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\r
i0\sl-386\slmult0 \fs24\cf0\f0\charscalex100\b \ul {2.4 Substitutes: Threat of s
ubstitutes }\b0 \ul0 \fs24\cf0\f0\charscalex100\b \ul { }\b0 \ul0 \par\pard\li18
53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1853\ri0\sl-373\slmult0 \fs24\cf0\f0\
charscalex100 {DTH faces stiff competition from the }\fs24\cf0\f0\charscalex100
{terrestrial, cable and IPTV. As per}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\c
f0\f0\charscalex100 {the industry estimates, there are 130 million TV homes of w
hich 97 million are }\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex
100 {served by cable and around 15 million by DTH with the remaining taken by}\p
ar\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {terrestrial transm
ission. }\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-3
73\slmult0 \fs24\cf0\f0\charscalex100\b \ul {2.5 Industry competitors: Segment r
ivalry}\b0 \ul0 \fs24\cf0\f0\charscalex100\b \ul { }\b0 \ul0 \par\pard\li1493\ri
0\sl-213\slmult0 \fs18\cf0\par\pard\li1493\ri0\sl-373\slmult0 \*\tx1853\fs24\cf0
\f3\charscalex100 {\uc1\u61656X}\tab \fs24\cf0\f0\charscalex100 {Presently as on
2010, these are the main}\fs24\cf0\f0\charscalex100 { DTH service providers in
India: }\par\pard\li1493\ri0\sl-293\slmult0 \*\tx1853\fs24\cf0\f3\charscalex100
{\uc1\u61656X}\tab \fs24\cf0\f0\charscalex100 {DD Direct \uc1\u8211X state owne
d free service provider }\par\pard\li1493\ri0\sl-306\slmult0 \*\tx1853\fs24\cf0
\f3\charscalex100 {\uc1\u61656X}\tab \fs24\cf0\f0\charscalex100 {Dish TV - owned
by Essel Group, was the first commercial DTH service}\par\pard\li1853\ri0\sl-29
3\slmult0 \fs24\cf0\f0\charscalex100 {provider. }\par\pard\li1493\ri0\sl-293\sl
mult0 \*\tx1853\fs24\cf0\f3\charscalex100 {\uc1\u61656X}\tab \fs24\cf0\f0\charsc
alex100 {TATA Sky \uc1\u8211X owned by TATA group, largest DTH service provider}
\par\pard\li1853\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {presently in Ind
ia. }\par\pard\li1493\ri0\sl-293\slmult0 \*\tx1853\fs22\cf0\f3\charscalex100 {\
uc1\u61656X}\tab \fs22\cf0\f0\charscalex100 {Sun Direct \uc1\u8211X owned by Sun
group, prim}\fs22\cf0\f0\charscalex100 {ary focus is on low income groups}\par\
pard\li1853\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {and regional viewers.
}\par\pard\li1493\ri0\sl-306\slmult0 \*\tx1853\fs24\cf0\f3\charscalex100 {\uc1
\u61656X}\tab \fs24\cf0\f0\charscalex100 {Reliance Big TV - Owned by Reliance gr
}\fs24\cf0\f0\charscalex100 {oup, new entrant into the market. }\par\pard\sect\
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ult0 \fs24\cf0\f1\charscalex100 {Page 6 }\par\pard\sect\sectd\sbknone\pgwsxn1224
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93\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1493\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li1493\ri0\sl-440\slmult0 \*\tx1853\fs24\cf0\f3\charscalex100 {\uc1\u61656
X}\tab \fs24\cf0\f0\charscalex100 {Airtel Digital TV \uc1\u8211X Owned by Bharti
}\fs24\cf0\f0\charscalex100 {group, new entrant with aggressive}\par\pard\li185
3\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {marketing strategies. }\par\pa
rd\li1493\ri0\sl-293\slmult0 \*\tx1853\fs24\cf0\f3\charscalex100 {\uc1\u61656X}\
tab \fs24\cf0\f0\charscalex100 {Videocon D2H \uc1\u8211X Owned by Videocon gr}\f
s24\cf0\f0\charscalex100 {oup, new entrant into the market. }\par\pard\li4586\r
i0\sl-213\slmult0 \fs18\cf0\par\pard\li4586\ri0\sl-213\slmult0 \fs18\cf0\par\par
d\li4586\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4586\ri0\sl-213\slmult0 \fs18\c
f0\par\pard\li4586\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4586\ri0\sl-213\slmul
t0 \fs18\cf0\par\pard\li4586\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4586\ri0\sl
-213\slmult0 \fs18\cf0\par\pard\li4586\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4
586\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4586\ri0\sl-213\slmult0 \fs18\cf0\pa
r\pard\li4586\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4586\ri0\sl-213\slmult0 \f
s18\cf0\par\pard\li4586\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4586\ri0\sl-213\
slmult0 \fs18\cf0\par\pard\li4586\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4586\r
i0\sl-213\slmult0 \fs18\cf0\par\pard\li4586\ri0\sl-213\slmult0 \fs18\cf0\par\par
d\li4586\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4586\ri0\sl-213\slmult0 \fs18\c
f0\par\pard\li4586\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4586\ri0\sl-213\slmul
t0 \fs18\cf0\par\pard\li4586\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4586\ri0\sl
-213\slmult0 \fs18\cf0\par\pard\li4586\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4
586\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4586\ri0\sl-213\slmult0 \fs18\cf0\pa
r\pard\li4586\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4586\ri0\sl-360\slmult0 \f
s28\cf0\f0\charscalex100\b {Market Share}\b0 \par\pard\li1493\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1493\ri0\sl-426\slmult0 \fs24\cf0\f0\charscalex100 {With 7
operational players, the segment }\fs24\cf0\f0\charscalex100 {rivalry is quite
high. The competition}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscale
x100 {from state owned DD-Direct to private pl}\fs24\cf0\f0\charscalex100 {ayers
is negligible from the content}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0
\charscalex100 {point of view as the number of channels offered by DD-Direct is
very limited.}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {Ho
wever, DD-Direct does not charge any }\fs24\cf0\f0\charscalex100 {monthly subscr
iption fee which poses}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscal
ex100 {a threat to the private players. Between Di}\fs24\cf0\f0\charscalex100 {s
h TV and Tata Sky there is an intense}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\
cf0\f0\charscalex100 {rivalry exhibited by price wars and disco}\fs24\cf0\f0\cha
rscalex100 {unt schemes offered to new connections.}\par\pard\li1133\ri0\sl-293\
slmult0 \fs24\cf0\f0\charscalex100 {Being the first mover, Dish TV has price }\f
s24\cf0\f0\charscalex100 {advantage in both the STB as well as}\par\pard\li1133\
ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {procuring the transponders. On th
e other }\fs24\cf0\f0\charscalex100 {hand, Tata Sky claims its STB having}\par\p
ard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {superior DVD quality v
ideo. There is also}\fs24\cf0\f0\charscalex100 { a competition at acquiring the
content.}\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-41
3\slmult0 \*\tx1853\fs28\cf0\f0\charscalex100\b {3.0}\b0 \tab \fs28\cf0\f0\chars
calex100\b {DTH Market Structure}\b0 \par\pard\li1133\ri0\sl-213\slmult0 \fs18\c
f0\par\pard\li1133\ri0\sl-426\slmult0 \fs24\cf0\f0\charscalex100 {The DTH market
structure can be classified}\fs24\cf0\f0\charscalex100 { into three categories;
Market leaders,}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100
{Market challengers and Market followers. }\fs24\cf0\f0\charscalex100 {There is
intense competition as some}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\cha
rscalex100 {of the leading players have not only su}\fs24\cf0\f0\charscalex100 {
ccumbed in the sales for acquiring new}\par\pard\li1133\ri0\sl-293\slmult0 \fs24
\cf0\f0\charscalex100 {customers but has started loosing existing}\fs24\cf0\f0\c
harscalex100 { ones to Tata Sky, Big TV and other}\par\pard\li1133\ri0\sl-306\sl
mult0 \fs24\cf0\f0\charscalex100 {new entrants.}\par\pard\sect\sectd\sbknone\pgw
sxn12240\pghsxn15840\marglsxn666\margrsxn133\cols2\colno1\colw9093\colsr-0\colno
2\colw2346\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-466\s
lmult0 \fs24\cf0\f0\charscalex100\b {Oct\uc1\u8217X09 PT-PGPM}\b0 \par\column\pa
rd\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-466\slmult0 \fs24\cf0\f1
\charscalex100 {Page 7 }\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\mar
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3\margtsxn666\margbsxn173\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li11
33\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li1133\ri0\sl-466\slmult0 \fs28\cf0\f0\charscalex100\b {Market Leader:}\b0
\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-386\slmult
0 \fs24\cf0\f0\charscalex100 {Dish TV India\uc1\u8217Xs first DTH service prov}\
fs24\cf0\f0\charscalex100 {ider launched in October 2003 is the}\par\pard\li1133
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ard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {leader with 32% market
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\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {sales and distri
bution infrastructure }\fs24\cf0\f0\charscalex100 {of over 650 distributors and
45,000 dealers}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {a
cross 6500 towns \uc1\u8211X once agai}\fs24\cf0\f0\charscalex100 {n, the larges
t in the category. This reach into far}\par\pard\li1133\ri0\sl-306\slmult0 \fs24
\cf0\f0\charscalex100 {flung markets enables building of a dive}\fs24\cf0\f0\cha
rscalex100 {rse subscriber base across consumer}\par\pard\li1133\ri0\sl-293\slmu
lt0 \fs24\cf0\f0\charscalex100 {segments, which are supported by its }\fs24\cf0\
f0\charscalex100 {rich content of regional channel}\par\pard\li1133\ri0\sl-293\s
lmult0 \fs24\cf0\f0\charscalex100 {offerings.}\par\pard\li1133\ri0\sl-213\slmult
0 \fs18\cf0\par\pard\li1133\ri0\sl-426\slmult0 \fs24\cf0\f0\charscalex100 {Disht
v has maintained its leadership posi}\fs24\cf0\f0\charscalex100 {tion through an
improved market share}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscal
ex100 {of all DTH subscribers. New offers, extensive marketing campaigns have}\p
ar\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {contributed to imp
ressive subscriber }\fs24\cf0\f0\charscalex100 {acquisition and are committed to
provide}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {the bes
t value to our customers and }\fs24\cf0\f0\charscalex100 {investors by enhancing
operational}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {eff
iciencies and by leveraging economies of scale. }\par\pard\li1133\ri0\sl-213\sl
mult0 \fs18\cf0\par\pard\li1133\ri0\sl-413\slmult0 \fs28\cf0\f0\charscalex100\b
{Market challengers: }\b0 \par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\par
d\li1133\ri0\sl-426\slmult0 \fs24\cf0\f0\charscalex100 {The gap between the lead
er and the cha}\fs24\cf0\f0\charscalex100 {llengers is decreasing because of the
}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {increasing comp
etition and promotion strategy followed by each player.}\par\pard\li1133\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-373\slmult0 \fs24\cf0\f0\charscalex
100\b {TATA Sky}\b0 \par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex1
00 {In the enormous consumer market that }\fs24\cf0\f0\charscalex100 {is India,
occasionally an opportunity}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\cha
rscalex100 {arises that can create incredible growth}\fs24\cf0\f0\charscalex100
{ and profit\uc1\u8212Xprovided those who seek to}\par\pard\li1133\ri0\sl-293\sl
mult0 \fs24\cf0\f0\charscalex100 {capture it can move quickly enough. TATA wante
d to capitalize on this}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charsca
lex100 {opportunity as there was currently only on}\fs24\cf0\f0\charscalex100 {e
player in the DTH market. It was the}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\
cf0\f0\charscalex100 {second Mover after Dish TV leveragin}\fs24\cf0\f0\charscal
ex100 {g on brand TATA and high brand recall.}\par\pard\li1133\ri0\sl-213\slmult
0 \fs18\cf0\par\pard\li1133\ri0\sl-373\slmult0 \fs24\cf0\f0\charscalex100 {Incor
porated in 2004, Tata Sky is a JV }\fs24\cf0\f0\charscalex100 {between the TATA
Group and STAR. Tata}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex
100 {Sky endeavors to offer Indian viewer}\fs24\cf0\f0\charscalex100 {s a world-
class television viewing}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charsc
alex100 {experience through its satellite television }\fs24\cf0\f0\charscalex100
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fs24\cf0\f0\charscalex100 {country like India is meeting custom}\fs24\cf0\f0\cha
rscalex100 {er demands\uc1\u8212Xwhich are very dynamic\uc1\u8212X}\par\pard\li1
133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {under the regulatory purview
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0\sl-373\slmult0 \fs24\cf0\f0\charscalex100\b {Sun DIRECT}\b0 \par\pard\li1133\r
i0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {Sun Direct is the fastest growing
DTH service provider having garnered over 1.9}\par\pard\li1133\ri0\sl-306\slmult
0 \fs24\cf0\f0\charscalex100 {million subscribers since its launch in De}\fs24\c
f0\f0\charscalex100 {cember 2007 and aims to become one of}\par\pard\li1133\ri0\
sl-293\slmult0 \fs24\cf0\f0\charscalex100 {the leading players in the DTH space.
Sun }\fs24\cf0\f0\charscalex100 {Direct challenged the existing players}\par\pa
rd\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {by}{ }\fs24\cf0\f0\char
scalex100 {involving them in the price war by acti}\fs24\cf0\f0\charscalex100 {n
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0\f0\charscalex100 {offering subscriptions at as low as Rs }\fs24\cf0\f0\charsca
lex100 {99 to reach as much at the bottom of the}\par\pard\li1133\ri0\sl-293\slm
ult0 \fs24\cf0\f0\charscalex100 {market. The biggest differentiator for th}\fs24
\cf0\f0\charscalex100 {e brand is the pricing point which is}\par\pard\li1133\ri
0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {lesser than the other brands. }\pa
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\pard\li1133\ri0\sl-440\slmult0 \fs24\cf0\f0\charscalex100 {The other point of d
ifferentiation is with }\fs24\cf0\f0\charscalex100 {regard to their distribution
channels. It}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {is
being made available in most basic }\fs24\cf0\f0\charscalex100 {shops such as t
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3\margtsxn666\margbsxn173\pard\li1853\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li18
53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1853\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li1853\ri0\sl-440\slmult0 \fs24\cf0\f0\charscalex100 {DTH industry uses di
fferent marketin}\fs24\cf0\f0\charscalex100 {g strategies for promotion and sale
s}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {of its product
s. It gives advertisemen}\fs24\cf0\f0\charscalex100 {ts with their brand ambassa
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ct customers, door to door selling, on the phone selling, discount and offer}\pa
r\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {sales, packages, et
c. Marketing practi}\fs24\cf0\f0\charscalex100 {ces is a continuous process as t
he}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {competition k
eeps increasing among the play}\fs24\cf0\f0\charscalex100 {ers in the industry.
Each player is}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {
investing lot of money in promoting there brands. }\par\pard\li1853\ri0\sl-413\
slmult0 \fs24\cf0\f0\charscalex100 {Many players are making advertisement with m
ovie actor and actress as}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\chars
calex100 {brand ambassadors for their products because DTH is mainly considered
with}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {entertainme
nt. Some of the companies like Tata sky is having Super Star Aamir}\par\pard\li1
133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {khan as brand ambassador and
Airtel is}\fs24\cf0\f0\charscalex100 { having many film stars like Kareena}\par\
pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {Kapoor, A.R. Rahman,
Saif Ali khan, etc. Dish TV is also having Super Star}\par\pard\li1133\ri0\sl-30
6\slmult0 \fs24\cf0\f0\charscalex100 {Shahrukh khan as the brand ambassador. Su}
\fs24\cf0\f0\charscalex100 {n direct also use southern actress for}\par\pard\li1
133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {their brand promotion. }\par
\pard\li1853\ri0\sl-413\slmult0 \fs24\cf0\f0\charscalex100 {Marketing practices
are the decisi}\fs24\cf0\f0\charscalex100 {ons taken by the manufacturing}\par\p
ard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {company to increase sa
les, expand themselves into many areas etc. Successful}\par\pard\li1133\ri0\sl-2
93\slmult0 \fs24\cf0\f0\charscalex100 {marketing practices bring sale up, while}
\fs24\cf0\f0\charscalex100 { unsuccessful marketing practices have}\par\pard\li1
133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {no impact on sale or negative
ly impact }\fs24\cf0\f0\charscalex100 {sale. Marketing concepts specific to the}
\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {industry is prim
arily targeted at a nich}\fs24\cf0\f0\charscalex100 {e segment who buy the TV se
ts from the}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {elec
tronic retail chains.}\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1
133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-453\slmult0 \fs28\cf0\f0
\charscalex100\b {Product Innovation }\b0 \par\pard\li1853\ri0\sl-413\slmult0 \
fs24\cf0\f0\charscalex100 {The concept of innovation in DTH in}\fs24\cf0\f0\char
scalex100 {dustry is INCREMENTAL innovation; }\par\pard\li1133\ri0\sl-306\slmult
0 \fs24\cf0\f0\charscalex100 {everything that is done is due to co}\fs24\cf0\f0\
charscalex100 {nstant research of many marketing and}\par\pard\li1133\ri0\sl-293
\slmult0 \fs24\cf0\f0\charscalex100 {analysts to bring many innovations to the }
\fs24\cf0\f0\charscalex100 {existing products in the DTH industry. }\par\pard\l
i1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {Incremental innovation is t
he apt innova}\fs24\cf0\f0\charscalex100 {tion which is suitable and all the DTH
}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {players are con
centrating up on. This }\fs24\cf0\f0\charscalex100 {innovation makes the busines
s to grow}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {contin
uously and brings advantages to }\fs24\cf0\f0\charscalex100 {the customers using
the products and the}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscale
x100 {service.}\par\pard\li1853\ri0\sl-413\slmult0 \fs24\cf0\f0\charscalex100 {T
here are many sources of innovation }\fs24\cf0\f0\charscalex100 {for this indust
ry as mentioned in}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex10
0 {the above, the technology and the people are}\fs24\cf0\f0\charscalex100 { the
main sources for the innovation. }\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf
0\f0\charscalex100 {Customer\uc1\u8217Xs opinions and their needs can }\fs24\cf0
\f0\charscalex100 {be served by providing a service which}\par\pard\li1133\ri0\s
l-293\slmult0 \fs24\cf0\f0\charscalex100 {is matching to their needs and require
ments. }\par\pard\li1853\ri0\sl-413\slmult0 \fs24\cf0\f0\charscalex100 {Digital
TV, the DTH service from Airt}\fs24\cf0\f0\charscalex100 {el, has announced Ind
ia\uc1\u8217Xs first skin}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\chars
calex100 {integration innovation on its EPG screen }\fs24\cf0\f0\charscalex100 {
in partnership with Yahoo. Yahoo takes}\par\pard\li1133\ri0\sl-293\slmult0 \fs24
\cf0\f0\charscalex100 {forward its latest brand campaign \uc1\u8220XYOU\uc1\u822
1X }\fs24\cf0\f0\charscalex100 {in this first of its kind partnership}\par\pard\
li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {where an online portal wil
l use DTH as a medium to promote itself.}\par\pard\li1853\ri0\sl-426\slmult0 \fs
24\cf0\f0\charscalex100 {The \uc1\u8216XElectronic Programming Guide\uc1\u8217X
scr}\fs24\cf0\f0\charscalex100 {een on Airtel digital TV is now}\par\pard\li1133
\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {completely integrated with Yahoo
In}\fs24\cf0\f0\charscalex100 {dia\uc1\u8217Xs homepage. Customers will find a}
\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {message \uc1\u82
16XFill your home page with all th}\fs24\cf0\f0\charscalex100 {e things that mak
e YOU\uc1\u8217X when they log}\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15
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3\margtsxn666\margbsxn173\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li11
33\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li1133\ri0\sl-440\slmult0 \fs24\cf0\f0\charscalex100 {onto to the EPG scre
en. A prompting \uc1\u8216XRed }\fs24\cf0\f0\charscalex100 {Button\uc1\u8217X wi
ll take them to a dedicated}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\cha
rscalex100 {landing page that elaborates the offeri}\fs24\cf0\f0\charscalex100 {
ngs on Yahoo India\uc1\u8217Xs new home page. }\par\pard\li1853\ri0\sl-413\slmu
lt0 \fs24\cf0\f0\charscalex100 {The \uc1\u8216XYOU\uc1\u8217X campaign enables u
sers to}\fs24\cf0\f0\charscalex100 { customize the home page as per}\par\pard\li
1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {their liking and empowers th
em}\fs24\cf0\f0\charscalex100 { with the choice to integrate social applications
}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {such as Faceboo
k with their Yahoo homepage. This whole idea was conceived}\par\pard\li1133\ri0
\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {by Network Play, right from design e
lements to execution and thanks to}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0
\f0\charscalex100 {Mindshare for buying into the idea an}\fs24\cf0\f0\charscalex
100 {d flawlessly helping people execute it.}\par\pard\li1853\ri0\sl-413\slmult0
\fs24\cf0\f0\charscalex100 {Tata Teleservices Limited has anno}\fs24\cf0\f0\cha
rscalex100 {unced a technological breakthrough\uc1\u8212Xa}\par\pard\li1133\ri0\
sl-306\slmult0 \fs24\cf0\f0\charscalex100 {first-of-its-kind innovation in India
wi}\fs24\cf0\f0\charscalex100 {th the launch of TATA Photon TV, a new}\par\pard
\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {application that allows T
ata Photon Pl}\fs24\cf0\f0\charscalex100 {us subscribers to watch live televisio
n}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {channels on th
eir laptops while on the mo}\fs24\cf0\f0\charscalex100 {ve, and on their persona
l computers at}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {h
ome and in the office. The Photon TV se}\fs24\cf0\f0\charscalex100 {rvice is exc
lusively available to Photon}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\ch
arscalex100 {Plus users. \uc1\u8220XWith its growing popularity,}\fs24\cf0\f0\c
harscalex100 { Photon Plus has caught the admiration}\par\pard\li1133\ri0\sl-293
\slmult0 \fs24\cf0\f0\charscalex100 {of millions of users across the country, wi
th its high-speed data access}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\c
harscalex100 {capabilities and the ease of mobility. }\par\pard\li1853\ri0\sl-4
13\slmult0 \fs24\cf0\f0\charscalex100 {TATA Photon TV is a personal co}\fs24\cf0
\f0\charscalex100 {mputer- and laptop-based video-}\par\pard\li1133\ri0\sl-306\s
lmult0 \fs24\cf0\f0\charscalex100 {streaming application, which allows Tata }\fs
24\cf0\f0\charscalex100 {Photon Plus users to view live TV feed}\par\pard\li1133
\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {from various sports, news, enter
tainmen}\fs24\cf0\f0\charscalex100 {t and regional channels, and to watch}\par\p
ard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {recorded TV shows from
the library (viz}\fs24\cf0\f0\charscalex100 { Coffee with Karan, Zoom, Pogo, et
c),}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {movies, musi
c and videos on demand.}\par\pard\li1853\ri0\sl-413\slmult0 \fs24\cf0\f0\charsca
lex100 {Internet Browsing charges will be charg}\fs24\cf0\f0\charscalex100 {ed a
s per your Photon+ tariff plan}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\
charscalex100 {and it would be applicable while viewing Photon TV. These charges
would be}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {over a
nd above the subscription charges}\fs24\cf0\f0\charscalex100 { for the Photon TV
. (Approximate data}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex1
00 {usage is 1-2MB per Min).}\par\pard\li1853\ri0\sl-426\slmult0 \fs24\cf0\f0\ch
arscalex100 {Rate of innovation in this sector is }\fs24\cf0\f0\charscalex100 {g
rowing at a faster rate in the recent}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\
cf0\f0\charscalex100 {years where as it is not very impressive be}\fs24\cf0\f0\c
harscalex100 {fore this period. The reason for this is}\par\pard\li1133\ri0\sl-
293\slmult0 \fs24\cf0\f0\charscalex100 {the fair competition between the all pla
yer}\fs24\cf0\f0\charscalex100 {s in this DTH industry. It led to the}\par\pard\
li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {development of new product
s in this sect}\fs24\cf0\f0\charscalex100 {or which also led to the diversificat
ion}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {of products
as there is abolition of en}\fs24\cf0\f0\charscalex100 {try of foreign industrie
s into Indian}\par\pard\li1133\ri0\sl-293\slmult0 \fs22\cf0\f0\charscalex100 {in
dustries initially. It also made the indust}\fs22\cf0\f0\charscalex100 {ries in
this sector to establish their own}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0
\f0\charscalex100 {R&D departments for successful product in}\fs24\cf0\f0\charsc
alex100 {novations like Airtel Live, Videocon}\par\pard\li1133\ri0\sl-293\slmult
0 \fs24\cf0\f0\charscalex100 {d2h.}\par\pard\li1133\ri0\sl-506\slmult0 \*\tx1853
\fs28\cf0\f0\charscalex100\b {6.0}\b0 \tab \fs32\cf0\f0\charscalex100\b {Market
segmentation}\b0 \par\pard\li1133\ri0\sl-453\slmult0 \fs28\cf0\f0\charscalex100\
b {6.1 GEOGRAPHIC SEGMENTATION}\b0 \par\pard\li1133\ri0\sl-426\slmult0 \fs24\cf0
\f0\charscalex100 {In terms of geographical location, No}\fs24\cf0\f0\charscalex
100 {rth India and Western India together}\par\pard\li1133\ri0\sl-293\slmult0 \f
s24\cf0\f0\charscalex100 {contribute over 8 million DTH subscr}\fs24\cf0\f0\char
scalex100 {ibers, while the southern market }\par\pard\li1133\ri0\sl-293\slmult0
\fs24\cf0\f0\charscalex100 {contributes 3 million. The states of Ma}\fs24\cf0\f
0\charscalex100 {harashtra, Goa, Punjab, Uttar Pradesh, and}\par\pard\li1133\ri0
\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {Rajasthan are the leaders in DTH sub
scription, contributing over 6.5 million DTH}\par\pard\li1133\ri0\sl-293\slmult0
\fs24\cf0\f0\charscalex100 {connections to the overall base.}\par\pard\sect\sec
td\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\cols2\colno1\colw8960
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0 \fs24\cf0\f1\charscalex100 {Page 11}\par\pard\sect\sectd\sbknone\pgwsxn12240\p
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\pard\li1133\ri0\sl-466\slmult0 \fs28\cf0\f0\charscalex100\b \i {Urban and Rural
:}\b0 \i0 \par\pard\li1133\ri0\sl-426\slmult0 \fs24\cf0\f0\charscalex100 {In ord
er to cater to the diverse taste and needs of both urban and rural people,}\par\
pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {operators provide ent
irely different range of}\fs24\cf0\f0\charscalex100 { services and offerings. In
rural areas,}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {fl
eet of vans for demos, installation }\fs24\cf0\f0\charscalex100 {as well as sell
ing hardware and pre-paid}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\chars
calex100 {vouchers are being used. Most players are}\fs24\cf0\f0\charscalex100 {
building up their subscriber base by}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\
cf0\f0\charscalex100 {targeting viewers outside the big cities, which suggests t
hat about 60 per cent of}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charsc
alex100 {DTH subscribers reside in rural areas and towns with a population under
a}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {million.}\par
\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-213\slmult0 \fs
18\cf0\par\pard\li1133\ri0\sl-440\slmult0 \fs28\cf0\f0\charscalex100\b \i {Regio
n and States:}\b0 \i0 \par\pard\li1133\ri0\sl-426\slmult0 \fs24\cf0\f0\charscale
x100 {It has come up with special offers for }\fs24\cf0\f0\charscalex100 {the so
uthern region where regional and}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f
0\charscalex100 {sports channels are viewed the most. Like}\fs24\cf0\f0\charscal
ex100 { Ultimate sports bonanza offer - Rs}\par\pard\li1133\ri0\sl-293\slmult0 \
fs24\cf0\f0\charscalex100 {1890 with 3 Months of South Silver subscription avail
able in Tamil Nadu, Kerala,}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\cha
rscalex100 {Karnataka & Pondicherry only. Ultimate }\fs24\cf0\f0\charscalex100 {
sports bonanza offer - Rs 2490 with 12}\par\pard\li1133\ri0\sl-306\slmult0 \fs24
\cf0\f0\charscalex100 {Months of Silver subscription availabl}\fs24\cf0\f0\chars
calex100 {e in Andhra Pradesh only. Dish TV has}\par\pard\li1133\ri0\sl-293\slmu
lt0 \fs24\cf0\f0\charscalex100 {structured a basic bouquet of customiz}\fs24\cf0
\f0\charscalex100 {ed package of channels which are in}\par\pard\li1133\ri0\sl-2
93\slmult0 \fs24\cf0\f0\charscalex100 {demand in a particular state at a very }\
fs24\cf0\f0\charscalex100 {affordable price pack like North diamond}\par\pard\li
1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {pack and South diamond pack.
Marathi }\fs24\cf0\f0\charscalex100 {channels namely Star Pravah and Star}\par\
pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {Majha for its Marathi
speaking customers. }\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li
1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-453\slmult0 \fs28\cf0\f
0\charscalex100\b {6.2 DEMOGRAPHIC SGMENTATION}\b0 \par\pard\li1133\ri0\sl-213\s
lmult0 \fs18\cf0\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri
0\sl-480\slmult0 \fs28\cf0\f0\charscalex100\b \i {AGE and GENDER:}\b0 \i0 \par\p
ard\li1133\ri0\sl-426\slmult0 \fs24\cf0\f0\charscalex100 {As the market gets fra
gmented, niche }\fs24\cf0\f0\charscalex100 {channels will become more and more}\
par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {desirable. The in
creased interest in unique}\fs24\cf0\f0\charscalex100 { content channels is in l
ine with the}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {int
ernational trend, where once the mark}\fs24\cf0\f0\charscalex100 {et matures, co
nsumer needs come into}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscal
ex100 {focus. Thus channels on Education, Wo}\fs24\cf0\f0\charscalex100 {men, Ga
rdening, a variety of Sports,}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\c
harscalex100 {Wellness and Religion, etc. make their appearance. }\par\pard\li1
133\ri0\sl-426\slmult0 \fs24\cf0\f0\charscalex100 {Most of the players in DTH }\
fs24\cf0\f0\charscalex100 {offer niche channels to create a unique and exciting}
\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {offering for its
viewers of every age and gender segment. DTH industry mainly}\par\pard\li1133\r
i0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {concentrates on women who don\uc1\
u8217Xt like mi}\fs24\cf0\f0\charscalex100 {ssing their daily soap and news more
}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {ever women are
able to learn English spea}\fs24\cf0\f0\charscalex100 {king which is a very spec
ial feature of}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {D
TH. DTH also concentrates on children also by providing them games,}\par\pard\li
1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {dictionary, some discovery v
ideos specially}\fs24\cf0\f0\charscalex100 { inbuilt, maths, and science and soc
ial}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {knowledge.
It also focuses on old people as it has updated videos of various}\par\pard\li11
33\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {holy and religious places.}\pa
r\pard\li1133\ri0\sl-426\slmult0 \fs24\cf0\f0\charscalex100 {Dish TV recently la
unched \uc1\u8216XChildren F}\fs24\cf0\f0\charscalex100 {ilms Festival\uc1\u8217
X with a bouquet of over 25}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\cha
rscalex100 {super-hit films across various categories}\fs24\cf0\f0\charscalex100
{ priced at Rs. 25/- per movie thus}\par\pard\sect\sectd\sbknone\pgwsxn12240\pg
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}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {gives a choice
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asions of festivals or major sports events. For}\par\pard\li1133\ri0\sl-306\slmu
lt0 \fs24\cf0\f0\charscalex100 {example It offers benefits to customers like: In
a cricket match choosing the}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\c
harscalex100 {language of the commentary, camera angl}\fs24\cf0\f0\charscalex100
{es, know player statistics and watch}\par\pard\li1133\ri0\sl-293\slmult0 \fs24
\cf0\f0\charscalex100 {match highlights at our will. In the past}\fs24\cf0\f0\ch
arscalex100 { Dish TV has come with schemes like}\par\pard\li1133\ri0\sl-306\slm
ult0 \fs24\cf0\f0\charscalex100 {\uc1\u8216XDiwali Double Dhamaka\uc1\u8217X (No
vember }\fs24\cf0\f0\charscalex100 {2007), the IPL Pack (April 2010), 'Summer}\p
ar\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {Sports Bonanza' (J
une 2008), Special Onam Offer for Kerala (August 2007), World}\par\pard\li1133\r
i0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {cup offer (March 2007). }\par\par
d\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-213\slmult0 \fs18\c
f0\par\pard\li1133\ri0\sl-453\slmult0 \fs28\cf0\f0\charscalex100\b \i {USER STAT
US: }\b0 \i0 \par\pard\li1133\ri0\sl-413\slmult0 \fs24\cf0\f0\charscalex100 {Ev
ery product has its non users, ex-users, potential users, first time users and }
\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {regular users. I
n order to attract the non users and potential users time and again}\par\pard\li
1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {competition has forced playe
rs to introduce innovative and exciting consumer}\par\pard\li1133\ri0\sl-306\slm
ult0 \fs24\cf0\f0\charscalex100 {promotion offers into the market. Sche}\fs24\cf
0\f0\charscalex100 {mes like World Cup Free Offer, Free bhi}\par\pard\li1133\ri0
\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {Zyaada bhi, Ab Sab Sikandar, and the
landmark Set Top Box Free Offer, have not}\par\pard\li1133\ri0\sl-293\slmult0 \
fs24\cf0\f0\charscalex100 {only added to the pace of acquisitions but attracted
specific consumer audiences}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\cha
rscalex100 {like sports lovers and kids into its fold.}\par\pard\sect\sectd\sbkn
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3\margtsxn666\margbsxn173\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li11
33\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li1133\ri0\sl-440\slmult0 \fs24\cf0\f0\charscalex100 {In conclusion, each
player has cautio}\fs24\cf0\f0\charscalex100 {usly segmented the market through
an}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {expanded prod
uct range at appropriate pr}\fs24\cf0\f0\charscalex100 {ice points to stay compe
titive. By}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {offer
ing packages like cinema active, khel active, movie active, music active is}\par
\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {targeting people wit
h specific lifestyles. }\fs24\cf0\f0\charscalex100 {Premiering new movies}\fs24\
cf0\f0\charscalex100 { within weeks of}\par\pard\li1133\ri0\sl-293\slmult0 \fs24
\cf0\f0\charscalex100 {their releases is targeted at people who }\fs24\cf0\f0\ch
arscalex100 {want to see latest movies at affordable}\par\pard\li1133\ri0\sl-306
\slmult0 \fs24\cf0\f0\charscalex100 {prices. Latest movies are premiered with}\f
s24\cf0\f0\charscalex100 {in weeks of their release. Dish TV has}\par\pard\li113
3\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {also targeted the youth segment
with }\fs24\cf0\f0\charscalex100 {offers like \uc1\u8220XMichael Jackson Live i
n}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {Bucharest tour
\uc1\u8221X for just Rs 25, Microsoft Xbox 360 Arcade.}\par\pard\li1133\ri0\sl-2
13\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-360\slmult0 \*\tx1853\fs28\cf0\f0\ch
arscalex100\b {7.0}\b0 \tab \fs28\cf0\f0\charscalex100\b {Brief profile of playe
rs in the industry}\b0 \par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li
1133\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100\b {7.1 DD DIRECT }\b0 \par\p
ard\li1853\ri0\sl-400\slmult0 \fs24\cf0\f0\charscalex100 {Doordarshan is the pub
lic television broadcaster of India and a division}\par\pard\li1133\ri0\sl-306\s
lmult0 \fs24\cf0\f0\charscalex100 {of Prasar Bharati, a public service broadcast
er nominated by the Government of}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\
f0\charscalex100 {India. It is one of the largest broadcasting}\fs24\cf0\f0\char
scalex100 { organizations in the world in terms of}\par\pard\li1133\ri0\sl-306\s
lmult0 \fs24\cf0\f0\charscalex100 {the infrastructure of studios and transmitte}
\fs24\cf0\f0\charscalex100 {rs. Recently, it has also started Digital}\par\pard\
li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {Terrestrial Transmitters.
On September }\fs24\cf0\f0\charscalex100 {15 2009, Doordarshan celebrated its 50
th}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {anniversary.
Doordarshan had a modest beginning with the experimental}\par\pard\li1133\ri0\sl
-306\slmult0 \fs24\cf0\f0\charscalex100 {telecast starting in Delhi on 15 Septem
}\fs24\cf0\f0\charscalex100 {ber 1959 with a small transmitter and a}\par\pard\l
i1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {makeshift studio. }\par\pa
rd\li1853\ri0\sl-413\slmult0 \fs22\cf0\f0\charscalex100 {The regular daily trans
mission started in}\fs22\cf0\f0\charscalex100 { 1965 as a part of All India Radi
o.}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {The televisio
n service was extended to}\fs24\cf0\f0\charscalex100 { Bombay (now Mumbai) and A
mritsar in}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {1972.
Till 1975, seven Indian cities had television service and Doordarshan}\par\pard
\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {remained the only televis
ion channel in In}\fs24\cf0\f0\charscalex100 {dia. Television services were sepa
rated}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {from radio
in 1976. Each office of All }\fs24\cf0\f0\charscalex100 {India Radio and Doorda
rshan were placed}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100
{under the management of two separate Director Generals in New Delhi.}\par\pard
\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {Finally Doordarshan as a
National }\fs24\cf0\f0\charscalex100 {Broadcaster came into existence.}\par\pard
\li1133\ri0\sl-413\slmult0 \fs24\cf0\f0\charscalex100 {National telecasts were i
ntroduced in}\fs24\cf0\f0\charscalex100 { 1982. In the same year, color TV was}\
par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {introduced in the
Indian market with th}\fs24\cf0\f0\charscalex100 {e live telecast of the Indepe
ndence Day}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {speec
h by then Prime Minister Indira Ga}\fs24\cf0\f0\charscalex100 {ndhi on 15 August
1982, followed by the}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscal
ex100 {1982 Asian Games being held in Delhi. No}\fs24\cf0\f0\charscalex100 {w mo
re than 90 percent of the Indian}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f
0\charscalex100 {population can receive Doordarshan }\fs24\cf0\f0\charscalex100
{(DD National) programmes through a}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf
0\f0\charscalex100 {network of nearly 1400 terrestrial transm}\fs24\cf0\f0\chars
calex100 {itters and about 46 Doordarshan studios}\par\pard\li1133\ri0\sl-293\sl
mult0 \fs24\cf0\f0\charscalex100 {produce TV programs today.}\par\pard\li1853\ri
0\sl-426\slmult0 \fs24\cf0\f0\charscalex100 {DD Direct+ is a free Direct to Home
}\fs24\cf0\f0\charscalex100 {(DTH) service that provides satellite}\par\pard\li
1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {television and audio program
ming to ho}\fs24\cf0\f0\charscalex100 {useholds and busine}\fs24\cf0\f0\charscal
ex100 {sses in the Indian}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\chars
calex100 {subcontinent. Owned by parent company Doordarshan, DD Direct Plus was}
\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {launched on Dece
mber 16, 2004. Now chai}\fs24\cf0\f0\charscalex100 {rman of DD plus+ is Shri Aru
n}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {Bhatnagar and
CEO is B S Lalli under the ministry of information and}\par\pard\li1133\ri0\sl-2
93\slmult0 \fs24\cf0\f0\charscalex100 {broadcasting.}\par\pard\sect\sectd\sbknon
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lmult0 \fs24\cf0\f1\charscalex100 {Page 14}\par\pard\sect\sectd\sbknone\pgwsxn12
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3\margtsxn666\margbsxn173\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li11
33\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li1133\ri0\sl-426\slmult0 \fs24\cf0\f0\charscalex100\b {7.2 Dish TV }\b0
\par\pard\li1853\ri0\sl-413\slmult0 \fs24\cf0\f0\charscalex100 {Dish TV is the f
irst private DTH satellite television provider in India,}\par\pard\li1133\ri0\sl
-306\slmult0 \fs24\cf0\f0\charscalex100 {using MPEG-2 digital compression techno
}\fs24\cf0\f0\charscalex100 {logy, transmitting using NSS Satellite}\par\pard\li
1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {at 95.0. Dish TV's managing
director and }\fs24\cf0\f0\charscalex100 {Head of Business is Jawahar Goel who}\
par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {is also the promo
ter of Essel Group and is also the President of Indian}\par\pard\li1133\ri0\sl-3
06\slmult0 \fs24\cf0\f0\charscalex100 {Broadcasting Foundation and Mr. Subhash C
h}\fs24\cf0\f0\charscalex100 {andra is the Chairman of Dish TV. }\par\pard\li18
53\ri0\sl-413\slmult0 \fs24\cf0\f0\charscalex100 {Dish TV is a division of Zee N
etw}\fs24\cf0\f0\charscalex100 {ork Enterprise (Essel Group Venture).}\par\pard\
li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {EGV has national and globa
l presence}\fs24\cf0\f0\charscalex100 { with business interests in media}\par\pa
rd\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {programming, broadcasti
ng & distribution, specialty packaging and}\par\pard\li1133\ri0\sl-293\slmult0 \
fs24\cf0\f0\charscalex100 {entertainment. Zee Network incorporated}\fs24\cf0\f0\
charscalex100 { dishtv to modernize TV viewing. By}\par\pard\li1133\ri0\sl-306\s
lmult0 \fs24\cf0\f0\charscalex100 {digitalizing Indian entertainment, this en}\f
s24\cf0\f0\charscalex100 {terprise brought best television viewing}\par\pard\li1
133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {technology to the living room
. It not on}\fs24\cf0\f0\charscalex100 {ly transmits high quality programmes}\pa
r\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {through satellite b
ut also gives a complete control of selecting channels and}\par\pard\li1133\ri0\
sl-306\slmult0 \fs24\cf0\f0\charscalex100 {paying.}\par\pard\li1853\ri0\sl-413\s
lmult0 \fs24\cf0\f0\charscalex100 {DTH service was launched back in 2004 }\fs24\
cf0\f0\charscalex100 {by launching of Dish TV by Essel}\par\pard\li1133\ri0\sl-3
06\slmult0 \fs24\cf0\f0\charscalex100 {Group's Enterprises. Dish TV is on th}\fs
24\cf0\f0\charscalex100 {e same satellite where DD Direct+ is. Dish}\par\pard\li
1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {TV started its service in Pa
kistan}\fs24\cf0\f0\charscalex100 { with the collaboration of Budget}\par\pard\l
i1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {Communication. Dish TV was
only DTH }\fs24\cf0\f0\charscalex100 {operator in India to carry the two}\par\p
ard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {Turner channels, Turne
r Classic Movies }\fs24\cf0\f0\charscalex100 {and Boomerang. Both the channels w
ere}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {removed from
the platform due to unknown reasons in March 2009. \\}\par\pard\li1853\ri0\sl-
413\slmult0 \fs24\cf0\f0\charscalex100 {Dish TV uses NSS-6 to broadcast its prog
rammes. NSS-6 was launched on}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\c
harscalex100 {17 December, 2002 by European-based satellite provider, New Skies.
Dish TV}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {hopped
on to NSS-6 from an INSAT sa}\fs24\cf0\f0\charscalex100 {tellite in July 2004. T
he change in the}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100
{satellite was to increase the channel offe}\fs24\cf0\f0\charscalex100 {ring as
NSS 6 offered more transponder}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\
charscalex100 {capacity. }\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\par
d\li1133\ri0\sl-493\slmult0 \fs24\cf0\f0\charscalex100\b {7.3 Tata Sky}\b0 \par\
pard\li1853\ri0\sl-413\slmult0 \fs24\cf0\f0\charscalex100 {Tata Sky is a DTH sat
ellite television}\fs24\cf0\f0\charscalex100 { provider in India, using MPEG-2}\
par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {digital compressi
on technology, transmitti}\fs24\cf0\f0\charscalex100 {ng using INSAT 4A at 83.0°
. Tata sky}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {was
incorporated in 2004.}\par\pard\li1853\ri0\sl-426\slmult0 \fs24\cf0\f0\charscale
x100 {Tata Sky is a JV between the TATA Group and STAR. Tata Sky}\par\pard\li113
3\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {DTH endeavors to offer Indian v
iewers a world-class television viewing}\par\pard\li1133\ri0\sl-293\slmult0 \fs2
4\cf0\f0\charscalex100 {experience through its satellite television service. Vik
ram Kaushik is present}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscal
ex100 {CEO of Tata Sky Ltd. The TATA Group }\fs24\cf0\f0\charscalex100 {is one o
f India's largest and most}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\char
scalex100 {respected business conglomerates. It comp}\fs24\cf0\f0\charscalex100
{rises 93 operating companies in seven}\par\pard\li1133\ri0\sl-306\slmult0 \fs24
\cf0\f0\charscalex100 {business sectors and diversified group in}\fs24\cf0\f0\ch
arscalex100 {formation systems and communications, }\par\pard\li1133\ri0\sl-293\
slmult0 \fs24\cf0\f0\charscalex100 {engineering, materials, services, energy,}\f
s24\cf0\f0\charscalex100 { consumer products and chemicals. }\par\pard\li1853\r
i0\sl-413\slmult0 \fs24\cf0\f0\charscalex100 {The TATA Group has operations in }
\fs24\cf0\f0\charscalex100 {more than 40 countries across six}\par\pard\li1133\r
i0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {continents and its companies expor
t prod}\fs24\cf0\f0\charscalex100 {ucts and services to 140 nations. The}\par\pa
rd\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {Group and its enterpris
es have been steadf}\fs24\cf0\f0\charscalex100 {ast and distinctive in its adher
ence to}\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsx
n133\cols2\colno1\colw8960\colsr-0\colno2\colw2480\pard\li1133\ri0\sl-213\slmult
0 \fs18\cf0\par\pard\li1133\ri0\sl-320\slmult0 \fs24\cf0\f0\charscalex100\b {Oct
\uc1\u8217X09 PT-PGPM}\b0 \par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\
pard\li0\ri0\sl-320\slmult0 \fs24\cf0\f1\charscalex100 {Page 15}\par\pard\sect\s
ectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\pard\sect\sectd\sbk
page
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3\margtsxn666\margbsxn173\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li11
33\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li1133\ri0\sl-440\slmult0 \fs24\cf0\f0\charscalex100 {business ethics and
their commitment to corp}\fs24\cf0\f0\charscalex100 {orate social responsibility
. This is a}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {lega
cy that has earned the Group the trus}\fs24\cf0\f0\charscalex100 {t of many mill
ions of stakeholders in}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charsca
lex100 {measure few business houses anywhe}\fs24\cf0\f0\charscalex100 {re in the
world can match. }\par\pard\li1853\ri0\sl-426\slmult0 \fs24\cf0\f0\charscalex1
00 {The SKY brand, owned by the UK-based}\fs24\cf0\f0\charscalex100 { British Sk
y Broadcasting Group,}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscale
x100 {brings to Tata Sky the reputation of mo}\fs24\cf0\f0\charscalex100 {re tha
n 20 years experience of satellite}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0
\f0\charscalex100 {broadcasting. SKY is well known for th}\fs24\cf0\f0\charscale
x100 {e innovative products and services}\par\pard\li1133\ri0\sl-293\slmult0 \fs
24\cf0\f0\charscalex100 {launched by BSky, such as DTH broadcasting in 1989, dig
ital satellite}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {b
roadcasting in 1998, interactive televi}\fs24\cf0\f0\charscalex100 {sion service
s in 1999 and the SKY+}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscal
ex100 {personal video recorder in 2001. Tata S}\fs24\cf0\f0\charscalex100 {ky jo
ins an international group of DTH}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\
f0\charscalex100 {businesses that includes plat}\fs24\cf0\f0\charscalex100 {form
s as far apart as the UK and Italy in Europe, and}\par\pard\li1133\ri0\sl-293\sl
mult0 \fs24\cf0\f0\charscalex100 {Mexico and Brazil in Latin America. }\par\par
d\li1853\ri0\sl-426\slmult0 \fs24\cf0\f0\charscalex100 {Tata Sky Ltd is the Firs
t Indian DTH provider to be awarded the ISO}\par\pard\li1133\ri0\sl-293\slmult0
\fs24\cf0\f0\charscalex100 {27001:2005 accreditation, the ultimate benchmark for
information security. The}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\char
scalex100 {assessment for the certification was cond}\fs24\cf0\f0\charscalex100
{ucted by Intertek Systems Certification,}\par\pard\li1133\ri0\sl-306\slmult0 \f
s24\cf0\f0\charscalex100 {the management systems registration busi}\fs24\cf0\f0\
charscalex100 {ness unit of Intertek Group plc and is}\par\pard\li1133\ri0\sl-29
3\slmult0 \fs24\cf0\f0\charscalex100 {accredited by several internationally-rec}
\fs24\cf0\f0\charscalex100 {ognized accreditation bodies worldwide.}\par\pard\li
1853\ri0\sl-426\slmult0 \fs24\cf0\f0\charscalex100 {In October 2008, Tata Sky an
nounced launching of DVR service Tata Sky+}\par\pard\li1133\ri0\sl-293\slmult0 \
fs24\cf0\f0\charscalex100 {which allowed 45 hours of recording in a MPEG-4 compa
tible Set Top Box. The}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscal
ex100 {remote is provided with playback contro}\fs24\cf0\f0\charscalex100 {l key
s and is being sold with special}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f
0\charscalex100 {offers for existing subscribers. Tata }\fs24\cf0\f0\charscalex
100 {Sky was selected as a SUPER BRAND for the}\par\pard\li1133\ri0\sl-293\slmul
t0 \fs24\cf0\f0\charscalex100 {year 2009-2010 by an independent and voluntary co
uncil of experts known as}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\chars
calex100 {Super brands Council. It is the only In}\fs24\cf0\f0\charscalex100 {di
an DTH to have won this distinction.}\par\pard\li1133\ri0\sl-213\slmult0 \fs18\c
f0\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-413\slmul
t0 \fs24\cf0\f0\charscalex100\b {7.4 Sun Direct}\b0 \par\pard\li1853\ri0\sl-213\
slmult0 \fs18\cf0\par\pard\li1853\ri0\sl-373\slmult0 \fs24\cf0\f0\charscalex100
{Sun Direct is a DTH satellite televisi}\fs24\cf0\f0\charscalex100 {on provider
in India, using MPEG-4}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscal
ex100 {digital compression technology, transmitting}\fs24\cf0\f0\charscalex100 {
using INSAT 4B at 93.5°E. It is the}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\c
f0\f0\charscalex100 {country's first MPEG 4 technology DTH service provider. Sun
Direct is a DTH}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100
{service in India headquartered in Chennai, Tamil Nadu. }\par\pard\li1853\ri0\s
l-293\slmult0 \fs24\cf0\f0\charscalex100 {Sun Direct TV was registered in Februa
ry 16, 2005. However, the failed}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f
0\charscalex100 {launch of INSAT 4C resulted in a lack }\fs24\cf0\f0\charscalex1
00 {of transponders, dela}\fs24\cf0\f0\charscalex100 {ying the launch. The}\par\
pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {service was finally l
aunched on December 2007 after availability of transponders}\par\pard\li1133\ri0
\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {from INSAT 4CR. Because of the lowe
st }\fs24\cf0\f0\charscalex100 {pricing of any DTH in India Sun Direct}\par\pard
\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {spread rapidly all over t
he country. On}\fs24\cf0\f0\charscalex100 { December Sun Direct was launched in}
\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {Mumbai and annou
nced its pan India launch. By 2009 it became leading DTH}\par\pard\li1133\ri0\sl
-293\slmult0 \fs24\cf0\f0\charscalex100 {provider with 3 million subscribers. Th
is makes it 4th largest DTH service}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf
0\f0\charscalex100 {provider of India. }\par\pard\li1853\ri0\sl-293\slmult0 \fs
24\cf0\f0\charscalex100 {In April 2009 Sun Direct officially la}\fs24\cf0\f0\cha
rscalex100 {unched its High-Definition service in}\par\pard\li1133\ri0\sl-293\sl
mult0 \fs24\cf0\f0\charscalex100 {India. Sun Direct uses the latest MPEG-4}\fs24
\cf0\f0\charscalex100 { based technology to increase broadcast}\par\pard\li1133\
ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {capacity.}\par\pard\sect\sectd\sb
knone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\cols2\colno1\colw8960\cols
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lt0 \fs24\cf0\f1\charscalex100 {Page 16}\par\pard\sect\sectd\sbknone\pgwsxn12240
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3\margtsxn666\margbsxn173\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li11
33\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li1133\ri0\sl-440\slmult0 \fs24\cf0\f0\charscalex100 {Sun Direct provide n
ext-generation services in fast-growing and emerging}\par\pard\li1133\ri0\sl-293
\slmult0 \fs24\cf0\f0\charscalex100 {markets quickly and efficiently. Sun }\fs2
4\cf0\f0\charscalex100 {Direct selected Oracle based on its}\par\pard\li1133\ri0
\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {convergent multi-service capabilitie
s and }\fs24\cf0\f0\charscalex100 {proven real-time scalability allowing it}\par
\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {to consolidate billi
ng operations, enab}\fs24\cf0\f0\charscalex100 {les powerful new service offerin
gs and}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {improves
visibility into customer information across services.}\par\pard\li1133\ri0\sl-21
3\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-386\slmult0 \fs24\cf0\f0\charscalex10
0\b {7.5 BIG TV}\b0 \par\pard\li1853\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li185
3\ri0\sl-480\slmult0 \fs24\cf0\f0\charscalex100 {Reliance BIG TV is a DTH satell
ite tele}\fs24\cf0\f0\charscalex100 {vision provider in India based in}\par\pard
\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {Navi Mumbai, using MPEG-4
digital co}\fs24\cf0\f0\charscalex100 {mpression technology, transmitting}\par\
pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {using MEASAT-3 91.5°e
ast. It is the 5th DT}\fs24\cf0\f0\charscalex100 {H service launched in India.
Reliance}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {BIG TV
limited is a part of Reliance }\fs24\cf0\f0\charscalex100 {Communications Ltd.,
a subsidiary of}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {
Reliance Anil Dhirubhai Ambani Group founded by the Late Dhirubhai Ambani,}\par\
pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {the Indian business t
ycoon and }\fs24\cf0\f0\charscalex100 {owned by his son Anil Ambani. }\par\pard
\li1853\ri0\sl-426\slmult0 \fs24\cf0\f0\charscalex100 {BIG TV started operations
from 19 Au}\fs24\cf0\f0\charscalex100 {gust 2008 with the slogan "TV ho}\par\pa
rd\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {Tho BIG Ho" ("If you ha
ve a TV, make it }\fs24\cf0\f0\charscalex100 {BIG"). It currently offers close t
o 200}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {channels a
nd many interactive ones, 32 cinema halls (i.e. Pay Per View Cinema}\par\pard\li
1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {Channels) as well as many Ra
dio channels}\fs24\cf0\f0\charscalex100 {. The company plans to increase the}\p
ar\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {number of channels
in the near future }\fs24\cf0\f0\charscalex100 {to 400 and begin High Definitio
n (HD)}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {broadcast
. It is the first Pan-India DTH provider that uses MPEG-4 for}\par\pard\li1133\r
i0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {broadcasting. There are also plans
to intr}\fs24\cf0\f0\charscalex100 {oduce services like i-Stock, i-News and}\pa
r\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {other such interact
ive se}\fs24\cf0\f0\charscalex100 {rvices in the future. }\par\pard\li1853\ri0\s
l-413\slmult0 \fs24\cf0\f0\charscalex100 {Reliance BIG TV was launched on Au}\fs
24\cf0\f0\charscalex100 {gust 19, 2008 with the sole aim of}\par\pard\li1133\ri0
\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {providing the consumer with quality
an}\fs24\cf0\f0\charscalex100 {d enriched home entertainment service}\par\pard\l
i1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {at value-driven pricing. R
eliance BIG TV}\fs24\cf0\f0\charscalex100 {'s launch in August was probably the}
\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {biggest roll-out
in home entertainment }\fs24\cf0\f0\charscalex100 {ever and deployed the most a
dvanced}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {MPEG4 te
chnology that enabled them to de}\fs24\cf0\f0\charscalex100 {liver best quality
digital audio-video}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex1
00 {to the consumer. It also got prepared fo}\fs24\cf0\f0\charscalex100 {r the f
uture when Hi-Definition TV will}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f
0\charscalex100 {be launched in India because only MP}\fs24\cf0\f0\charscalex100
{EG4 technology can support HD TV and}\par\pard\li1133\ri0\sl-293\slmult0 \fs24
\cf0\f0\charscalex100 {not MPEG2 which is used by the ear}\fs24\cf0\f0\charscale
x100 {lier entrants in the DTH industry.}\par\pard\li1133\ri0\sl-413\slmult0 \fs
22\cf0\f0\charscalex100 {Reliance BIG TV's retailer network is }\fs22\cf0\f0\cha
rscalex100 {spread across 100,000 outlets in 6,500 towns}\par\pard\li1133\ri0\sl
-306\slmult0 \fs24\cf0\f0\charscalex100 {in India. This was literally unheard of
in the DTH industry. They had effectively}\par\pard\li1133\ri0\sl-293\slmult0 \
fs24\cf0\f0\charscalex100 {out-stripped the competition here. When it}\fs24\cf0\
f0\charscalex100 { came to pricing \uc1\u8211X packaging, their}\par\pard\li1133
\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {introductory offer stood at Rs.
1,490/- with}\fs24\cf0\f0\charscalex100 { 3 to 6 months of free subscription.}\p
ar\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {They also introduc
ed 32 Pay-Per-View Mo}\fs24\cf0\f0\charscalex100 {vie Channels, the highest by a
ny DTH}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {player.}\
par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-493\slmult0
\fs24\cf0\f0\charscalex100\b {7.6 Airtel digital TV}\b0 \par\pard\li1853\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li1853\ri0\sl-373\slmult0 \fs24\cf0\f0\charscalex
100 {Bharti Airtel Limited is the flagship }\fs24\cf0\f0\charscalex100 {company
of Bharti Enterprises and is}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\ch
arscalex100 {India\uc1\u8217Xs largest integrated and the first pr}\fs24\cf0\f0\
charscalex100 {ivate telecom services provider with a}\par\pard\sect\sectd\sbkno
ne\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\cols2\colno1\colw8960\colsr-0
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umn\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-400\slmult0 \fs24\
cf0\f1\charscalex100 {Page 17}\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn158
40\marglsxn666\margrsxn133\pard\sect\sectd\sbkpage
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\pard\li1133\ri0\sl-440\slmult0 \fs24\cf0\f0\charscalex100 {footprint in all the
23 telecom circles.}\fs24\cf0\f0\charscalex100 { As India's leading telecommuni
cations}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {company,
the Airtel brand has played th}\fs24\cf0\f0\charscalex100 {e role of a major ca
talyst in India's}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100
{reforms, contributing to its economic re}\fs24\cf0\f0\charscalex100 {surgence.
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f the telecom}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {se
ctor in the country with its world class products and services.}\par\pard\li1853
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ct to}\fs24\cf0\f0\charscalex100 { Home) service from Bharti Airtel. It}\par\par
d\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {uses MPEG-4 digital comp
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lmult0 \fs24\cf0\f0\charscalex100 {INSAT 4CR 74°E}\par\pard\li1133\ri0\sl-306\sl
mult0 \fs24\cf0\f0\charscalex100 {Airtel digital launched on 8 Octobe}\fs24\cf0\
f0\charscalex100 {r, 2008 with a 360 degree mega campaign}\par\pard\li1133\ri0\s
l-293\slmult0 \fs24\cf0\f0\charscalex100 {'Come Home to the Magic. Since then it
has launched 2 other campaigns: \uc1\u8216XStars}\par\pard\li1133\ri0\sl-293\sl
mult0 \fs24\cf0\f0\charscalex100 {come home\uc1\u8217X (March 2009) and \uc1\u82
16XDTH Pict}\fs24\cf0\f0\charscalex100 {ure Clarity (August 2009) has increased}
\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {its channel base
to 183+ channels. }\par\pard\li1853\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex
100 {Airtel digital TV is now amongst the fastest growing DTH brands in the}\par
\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {country and is avail
able across 5000+ town}\fs24\cf0\f0\charscalex100 {s in India. It has al}\fs24\c
f0\f0\charscalex100 {so been ranked as}\par\pard\li1133\ri0\sl-306\slmult0 \fs24
\cf0\f0\charscalex100 {the best DTH service by \uc1\u8220XLiving Digital\uc1\u82
21X magazine.}\par\pard\li1853\ri0\sl-293\slmult0 \fs22\cf0\f0\charscalex100 {Ai
rtel chief Sunil Mittal said that Ai}\fs22\cf0\f0\charscalex100 {rtel digital TV
and other DTH players}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscal
ex100 {have a bright future in Indian market as the people are getting more attr
acted}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {towards DT
H because of its quality and affordability.}\par\pard\li1133\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1133\ri0\sl-373\slmult0 \fs24\cf0\f0\charscalex100\b {7.7 V
ideocon d2h}\b0 \par\pard\li1853\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {
Videocon d2h is a DTH satellite television provider in India based in}\par\pard\
li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {Mumbai, using MPEG-4 with
DVB S2 digital compression technology. Videocon}\par\pard\li1133\ri0\sl-293\slmu
lt0 \fs24\cf0\f0\charscalex100 {Leasing & Industrial Finance Limited wa}\fs24\cf
0\f0\charscalex100 {s incorporated on 4th September, 1986}\par\pard\li1133\ri0\s
l-306\slmult0 \fs24\cf0\f0\charscalex100 {as Adhigam Trading Private Limited. I
n terms of the necessary resolutions}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\c
f0\f0\charscalex100 {Passed under Sec. 21 of the Companies Act, 1956, the name o
f the Company was}\par\pard\li1133\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100
{changed to Videocon Leasing & Industri}\fs24\cf0\f0\charscalex100 {al Finance
Limited on 14th February,}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\chars
calex100 {1991. The Company received a fresh cert}\fs24\cf0\f0\charscalex100 {i
ficate of incorporation from the}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f
0\charscalex100 {Registrar of Companies, Gujarat }\fs24\cf0\f0\charscalex100 {at
Ahmedabad on 14thFebruary, 1991.}\par\pard\li1853\ri0\sl-306\slmult0 \fs24\cf0\
f0\charscalex100 {Videocon d2h launched May 1, 2009. it came with a very good st
rategy for}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100 {selli
ng both of its electronic products lik}\fs24\cf0\f0\charscalex100 {e TV\uc1\u821
7Xs DVD\uc1\u8217Xs along with the new set top}\par\pard\li1133\ri0\sl-293\slmul
t0 \fs24\cf0\f0\charscalex100 {box. This is offering direct to TV with}\fs24\cf0
\f0\charscalex100 {out any set top box also. Only the antenna}\par\pard\li1133\r
i0\sl-306\slmult0 \fs24\cf0\f0\charscalex100 {is enough, it also came }\fs24\cf0
\f0\charscalex100 {with DVD which is connected}\fs24\cf0\f0\charscalex100 { dire
ctly to the TV or}\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100
{antenna is connected to DVD which }\fs24\cf0\f0\charscalex100 {gives a best qu
ality of out put.}\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\
ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-466\slmult0 \fs32\cf0\f0\cha
rscalex100\b \i {\uc1\u8220XThere is only one wi}\b0 \i0 \fs32\cf0\f0\charscalex
100\b \i {nning strategy. It is to carefully define}\b0 \i0 \par\pard\li1133\ri0
\sl-386\slmult0 \fs32\cf0\f0\charscalex100\b \i {the target market and direct a
}\b0 \i0 \fs32\cf0\f0\charscalex100\b \i {superior offering to that}\b0 \i0 \par
\pard\li1133\ri0\sl-386\slmult0 \fs32\cf0\f0\charscalex100\b \i {target market.\
uc1\u8221X}\b0 \i0 \par\pard\li8106\ri0\sl-333\slmult0 \fs28\cf0\f0\charscalex10
0\b {Philip Kotler}\b0 \par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marg
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0 \fs18\cf0\par\pard\li1133\ri0\sl-293\slmult0 \fs24\cf0\f0\charscalex100\b {Oct
\uc1\u8217X09 PT-PGPM}\b0 \par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\
pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\
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cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-293\slmult0 \f
s24\cf0\f1\charscalex100 {Page 18}\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsx
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24\cf0\f1\charscalex100 {Page 19}\par}