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PROJECT REPORT

TATA SKY DTH SERVICES

Submitted By: Achin Gupta (PG2009 ) Aishwarya Sharma (PG20090033) Dilip Rawat (PG20090089) Jasdeep singh (PG20091128) Karan Bhatia (PG2009 ) Lakhpat Singh (PG20090166)

Submitted to: Mr. Anil Vashisht

The company has had the distinction of notching the fastest one million direct-to-home (DTH) connections in the history of the industry anywhere in the world. Tata Sky. from the first call made to the call centre or the purchase of a set top box to the installation and the subsequent quality of service. This achievement has been made possible because Tata Sky paid close attention to every aspect of the service. HISTORY Tata SKY is a joint venture between the Tata group that owns 80% and STAR Group that owns a 20% stake. managing director. Every detail reflected the consideration paid to consumer interest and convenience However. 2006. .INTRODUCTION Tata Sky is a joint venture between the TATA Group and STAR. the share of DTH services among total India Broadcasting industry was only 11% as shown below according to a 2008 data (The pie chart is showing % of share along with a different figure which depicts the number of people preferences in millions). this count includes some numbers off HD channels offered by Tata Sky (as Tata Sky . Tata Sky satellite television service was launched on 8th August. It currently offers close to 264 channels (As of August 2010) and some interactive ones. Vikram Kaushik. But now it is increasing because of increasing awareness and per capita income of people. Tata Sky was incorporated in 2004 but was launched only in 2006.HD) and interactive services also. is deservedly proud of its fledgling company's achievements Tata Sky has become a millionaire in less than one year.

In October 2008. More channels such as Star Movies HD and other popular sports channels in HD format are expected to be added soon. the benchmark for information security. The assessment for the certification was conducted by Intertek Systems Certification. SUPERBRAND 2009 ʹ 2010 Tata Sky was selected as a SUPER BRAND for the year 2009-2010 by an independent and voluntary council of experts known as Super brands Council. Discovery HD. recording one programmer while watching another. The STB is compatible with 5. Singapore-based Temasek Holdings picked up 10% stake in Tata Sky from the Tata Group. This has diluted Tata's stake in the venture to 75%. Also Tata Sky+ provides service using MPEG-4 digital compression technology. fast-forward and rewind a live telecast and review a TV programme. the management systems business unit of Intertek Group. The service currently offers four HD channels . Tata Sky. 2010. Tata Sky+ Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or even known as DVR Digital Video Recorder that allows recording up to 130 hours of live TV. This certification confirms that every transaction carried out through Tata Sky͛s IT systems is highly secure. became the first Indian direct-to-home (DTH) service provider to be awarded the ISO 27001:2005 accreditation. owns an International group of DTH businesses that include Sky Italia in Italy and Foxtel in Australia. News Corporation.National Geographic Channel HD. Certifications and Honors ISO 27001:2005 accreditation In March 2009. Showcase HD (Pay Per View) & Star Plus HD.1 CH surround sound as well. Tata Sky announced launching of DVR service Tata Sky+ which allowed 90 hours of recording in a MPEG-4 compatible Set Top Box. ISO 27001:2005 is an international standard that provides specifications and guidance for the establishment and proper maintenance of an Information Security Management System (ISMS). pause. The remote is provided with playback control keys and is being sold with special offers for existing subscribers. In 2008. It is the only Indian DTH to have won this distinction . Tata Sky HD Tata Sky HD was launched on June 14.The company uses the Sky brand owned by British Sky Broadcasting. and has channels in their native resolution of 1080i or 720p.STAR͛s parent company.

Search and Scan Banner Guide (including Hindi Display). Target Customers ͞Isko laga dala to life jingalala͟ was the tag line or Brand Mantra of TATA SKY from 2008 to 2010. empowering every television viewer and revolutionizing home entertainment. TATA SKY takes direct responsibility to provide its vouchers. Various services provided by TATA Sky include: Active Services. Parental Control. the growth is surpassing all the calculations and forecasts and proving the trade pundits wrong. DTH has remained upbeat without any signs of slowing down. DTH service in India has surpassed 12 million customers. up from around 10 percent now. Support in 11 languages. chief operating officer of Sun Direct. with the number of DTH subscribers forecasted to grow at a CAGR of around 30 percent during 2009-2012. Active WizKids. ͞With over 130 million TV homes. hardware through popular consumer electronic stores to enhance customer convenience.24 x 7 help.͟ say researchers at RN COS .͟ . the DTH market in India has been highly dynamic with a lot of investments made over the past several months. According to Tony D͛silva. with the number tripling in 2008 over the previous year. Active Newsroom. Vision of Tata Sky The vision of Tata Sky is connecting every Television home. According to new research from RN COS .͟ the industry is expected to add nearly 500. Active Games. Customer Service. Despite recession. Active Astrology. Active Stories.considering this mantra they are focusing on youth market by means of co branding like games. ͞The services are received well by the customers because of its mass customization appeal. where setting up of cable networks seems impossible or is highly expensive.music etc . This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business .͟ he said.Now it has changed to ͞Ab channel package wohi lo jo pasand ho͟ which is being promote by Actor Amir Khan. Current DTH Market Scenario in India Since its commercial launch in 2003.000 subscribers per month during 2009. Active Learning. ͞It is forecasted that DTH will capture over 21 percent of TV homes in India by 2012.Extensive Customer Service Network It is using 3000 service engineers in call centers to provide the good service for their customers. India offers large room for growth in DTH services as the technology can be used to offer DTH services in remote locations. TATA SKY offers all popular television channels with local language channels according the demand. 1 ͞Indian DTH Market Forecast to 2012. Active Cooking. Active Sports.

travel planning. Popular VAS offered by DTH include on-demand movies. High -Definition Services Technology has no limits. . mobile services. Sun TV plans to increase it to 5. the company also forged a strategic marketing alliance with Fox Star Studios for the India release of ͚Avatar. Recently. Reliance forged alliances with UTV Communications and Star India to acquire the rights to two Hindi films. the average annual cost to a subscriber at present stands at around Rs. Partnerships with movie/video distribution companies A major share of Indian entertainment content comes from Bollywood and regional films. Other key players such as TATA Sky. DTH providers have started offering HD services in India. Big TV and Airtel DTH are far behind their rivals.͛ The service allows users to preview ring tones. Tata Sky. Dish TV and Sun Direct account for a major share of the current DTH market in India. Dish TV is the popular value added services provider for mobile services. The company partnered with Indiatimes. Sun Direct currently carries about 4. Sun Direct. Hollywood movies create another big opportunity to make revenue. matrimonial services. Sun TV launched the first HD DTH service in India. Sun TV is expecting to add over 45. text alerts and contests on their TV and download it on their mobiles. Last month. According to Dish TV officials.000 subscribers to this service by March 2010. job search. Samsung Electronics telecommunications systems division manufactures the HD set top boxes for Sun Direct.6 million subscribers. now the focus will be to add quality to TV viewing. astrology and many more. TV banking. Key Trends Value added services Major DTH providers are offering value added services (VAS ) as an innovative strategy to lure customers.com to offer mobile services under the name ͚Mobile Active. Recently. DTH providers are entering into partnerships with movie/video distribution companies.5 million-6 million subscribers by the end of the current fiscal year.500. major partnerships are expected with major publishers as well as TV content providers. Reliance Big TV. Eyeing this opportunity.8 million customers. According to company officials.2. wallpapers.Currently the market is ruled by five key players: Dish TV ʹ Essel Group. High-definition is the latest mantra in TV entertainment. the company holds a more than 40 percent share of the market with over 5. In the future.͛ Such partnerships are integral to a healthy competition among DTH players. With a large number of options available to view channels across the world on the new highend television sets. Airtel Digital and Videocon D2H.

Currently. Although there are several issues regarding content and quality of service offered by the cable service providers. In such a scenario. most of the TV households in India still prefer cable service to DTH. the market is dynamic with a lot of introductory bonanzas and free offers from companies like Sun TV. DTH operators have no option but to offer the service at the lowest cost possible to pull customers towards them.April2007 . If other DTH players are ready to compromise a little of their profits and offer simpler packages targeting the average Indian households.Looking Beyond DTH in India has many miles to go. the industry will become more competitive and achieve its goals.AC Nielsen Customer Satisfaction study. The DTH category is expected to grow by 80% in the next 5-6 years. This would encourage mass subscription and result in increased ARP U. Source: .

BRAND MANTRA USED BY COMPANY ͞Isko laga dala toe life jingalala͟ This brand function on principle that consumer satisfaction is must if there is consumer satisfaction then there will be overall growth of business . Having Family Orientedconcept Self image: It is presumed that Tata sky technologies are up-to-date so as a consumer everybody like the updated technologies.Moreover they do offer different kind of packages according to the suitability of consumer. Tata Sky Chief Marketing Officer Vikram Mehra says that as many as 10 per cent of Tata Sky's new customers opt for Tata Sky Plus.considering this mantra they are focusing on youth market by means of co branding like games musics etc . This has helped the company drop Tata Sky Plus prices to Rs 5. BRANDING STRATEGIES It first launched a set-top box with a recorder called Tata Sky Plus in 2008. Factors they primarily focus on Physique: Access to entertainment World class technology from ͞SKY͟ Light weight box Personality: Tata sky completely focuses on Fun and young generation and subsequently Enhances Trustworthy Relationship: Making life ͚Jingalala͛(complete and fun)Developing Reliability Simplicity Trustworthy: Trust and Innovation is the key mantra of Tata sky.They offer economy pack which gives 74 channel . Hence they are also positioning its product according to suitability and money of consumer. For example if a person is from south side he will be talking south economy pack which gives channel up to 65 . They have positioned the product with the best pricing offered by the competitors in market .BRAND POSITIONING AND VALUES POSITIONING: Tata Sky is the DTH service provider with the best customer service to ensure no family will ever miss a minute of entertainment and relaxation with loved ones.Now Tata Sky has a quarter of the 20 million DTH customers in the country. Pulsing is an effective strategy as it will enable the company to advertising continuously as well as at low-weight Levels which help reduce the cost.999.supreme pack give economy pack + music channel . . . This form is suitable for the communication strategy as the strategy involves Educating the target about TataSky͛s customer service initiatives.

Use of Internet. y y y y . ibibo. Local Games Sponsorships can also be used to increase the awareness levels 7.Considering the increasing competition. it will be important to keep TataSky fresh in the consumer͛s mind. 'Ek-pe-Teen and Do-pe-Paanch' the offer entails three months of free subscription on the purchase of one connection. Packages for Special Events like the cricket World Cup 2. Tata Sky launched an interactive game quiz featured around MS Dhoni to coincide with the Twenty20 World Cup. Through our communication strategy we are communicating with our target group at various levels and using various Media mix. Consideration can be in form of cash payment to the Housing society c. Tie up with real estate developers to target the new constructions The number of old buildings being demolished and being reconstructed are also on the rise. and five months of free subscription on purchase of two or more connections. across social networking sites like Orkut. e-Marketing should be an on-going activity throughout the year. Promotional campaigns can be held for members of Tata Sky's forums to encourage users to sign up on them and to generate excitement. Broadcast: Primarily Television commercials and radio will be used to grab the attention of the target and make them aware about Tata Sky͛s customer service initiatives. Give the option of instalments and other promotional schemes to the new users 4. Another way could be using the prominent part of the Building for placing Hoardings of Tata SkyAds a. Tickers at Major suburban Railway stations 9. Posters on railway station roofs b. benefits of DTH over cable TV. etc. Providing free connections to Households in these buildings 8. The media schedule will consist of: TVCs in major General Entertainment Channels. Finding the strategic building in the locality b. 1 in a lifestyle magazine. 5. Another new avenue that can be explored is the railway stations: a.Applications which involve sharing of videos on how one consumes TV. Targeting Tata employees could be a useful way pr promoting the product 3. Insertions a week ʹ 2 in mainline print media. The promotional strategies suggested are: 1. regional TV channels and DD. Door to door marketing should be used to heighten the awareness levels as well 6. Awareness camps should be organized regularly in malls. 11. etc. 10.

but also give consumers a feeling of commonality and belonging to a community. A forum for consumers should be maintained on the Tata Sky website. This will not only give the company advance warning of problems with its products. Tata Sky has got success in making it͛s image in the minds of customers and following benefits have been awarded: Better perceptions in terms of performance. Social Networking sites are being leveraged to educate customers and solve any problems they may face while using Tata Sky. Increased marketing communication effectiveness Less switching possibilities towards competitive brands. Internet: The Internet is used as an online platform through which we can spread awareness. . More loyalty towards the brand. when they want it. Here we can create an animated Amir Khan who will have a profile on all networking sites and forums. he will be on friends list of all the TataSky users registered and will address all their problems to this animated virtual friend as well as ask for advice while purchasing a DTH service provider. The Internet and Awareness camps will ensure third party recommendations. Greater co-operation and support. education and promotion can be spread at the same time.Print: Print ads will be used to educate the target about how can he use customer services and how Tata Sky͛s superior customer service would enhance his Television viewing experience Awareness Camps: Awareness Camps in the stores and malls will help create a platform through which awareness. By applying strategic branding management. These awareness camps will educate the customer why they need to have a Tata Sky DTH service and how Tata Sky͛s unparalleled customer service will ensure uninterrupted television viewing. (This will help the company to be a part of the information search stage of consumer͛s decision making process) Buzz Marketing: Buzz Marketing is an important tool which should be exploited as it was noticed during the research that our target group relied on third party recommendations to make the decision to buy. educate and promote our services to the target group. This is an online platform through which consumers can even address problems to Tata Sky. Increased market share and hence profit.

Five Key Brand Elements of TATA SKY y Brand Position what organization does and for whom. As far as the promotion and advertising is concerned ͞AAMIR KHAN͟ is promoting the TATA SKY. For example the parent company of Tata Sky is TATA group and SKY Network which have a long history in the past in India and abroad respectively. y Brand Personality They are using TATA & major European DTH player SKY as brand name. So By this way they are trying to make the personality of TATA SKY. y Brand Story The Brand Story illustrates the organization's history. y Brand Associations . They are providing the packages for the customer according their choices. Moreover TATA SKY is a joint venture of star television network. moreover the free channel support from the joint venture company star network which well known in India. and what key differentiation you have from your competition. Moreover they are using an exclusive logo and distinctive tag line to make the personality of this brand. It also usually includes a summary of products or services including the core competencies of the brand or the parent company itself. as there were many complains of signal distraction during rains which is null in tata sky. along with how the history adds value and credibility to the brand.They are trying to provide high quality DTH service for their customers in comparison than their competitors. y Brand Promise The Brand Promise of TATA SKY is that they are providing superior picture quality and quality signals as compared to the other operator͛s . what your unique value is and how a customer benefits from working with you or your product/service. So TATA SKY positioned themselves as a customer oriented brand.

colors.logos. they create and maintain different brands for different market segments. The brand's managers understand what the brand means to consumers. 7.Brand recognition and Brand recall. fonts. and support brand positioning statement. Strong brands mix and match these elements to perform a number of brand-related functions. SKY is well known for the innovative products and services launched by BSKyB. The brand associations of Tata Sky must reflect brand promise. 8. imagery. The brand is consistent 6. The company monitors sources of brand equity Brand awareness: It includes two things: . taglines. The brand is given proper support. This is the brand name. slogans. The brand makes use of and coordinates a full repertoire of marketing activities to build equity A brand is made up of all the marketing elements that can be trademarked . Most companies do not have only one brand. The brand portfolio and hierarchy makes sense.The brand excels at delivering the benefits customers truly desire 2. ALL of brand traits of Tata Sky. y Brand Traits 1. such as enhancing or re-enforcing consumer awareness of the brand or its image and helping the product to protect the brand both competitively and legally. and that support is sustained over the long run 10. 9. etc. The SKY brand owned by the UK based British SKY broad casting group. signage and so on. . brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting.Brand Associations of the Tata Sky are specific physical artifacts that make up the brand. packaging. The brand stays relevant 3. logo. The pricing strategy is based on consumers' perceptions of value 4. symbols. The brand is properly positioned 5.

Over the last one year. Mohali and Hyderabad with almost 1. CBBE model includes majorly four things into consideration: (1) Identity: Who are you? Tata Sky is into the services of DTH services. So they have customised the services to the way subscribers want them to be.These associations are according to the desire of the customers and hence it is necessary to successfully deliver them by products or services. consumers react less favorably to marketing activities for the brand. Thus. Tata Sky convey them by marketing campaigns i. Here in DTH services.500 exclusive franchise outlets with a service called BOB. favorable and unique associations to the brand.CBBE is defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand. the web or call centres which are even equipped with voice-recognition software. Also brand attributes like ͞learning English speaking͟. to make a good impression of reliable. . Brand recall means how customers retrieve the brand from memory when given opportunity among different product categories. regional/local channels. or boy on bicycle. 85 per cent of it happens over SMS. However. Tata Sky provides subscription and recharge benefits to customers and hence making them loyal towards the brand. the power of a brand lies in what resides in the minds of the customers. empowering every television viewer and revolutionizing home entertainment. less sensitive to price increases. Brand benefits also help in attaching the customers towards the brand.It can be created by marketing campaigns that link strong. In other words.Brand recognition means how consumers confirm your brand when given the brand as a cue i.e.e. in case of a negative CBBE. how they discriminate your brand. Tata Sky also has more than 1. colorful and convenient brand.300 people. These are convenient options for the customers͟. Tata Sky has set standards so switching to other brands is less. ͞request for favorite movies͟. Thus a brand with positive CBBE might result in consumers more accepting/appealing towards a brand extension. etc. for home deliveries. Tata Sky has three different call centres at Pune. However. the company had four different recharge offers for the existing consumers such as giving away Rs 300 worth of content free for every recharge of Rs 300. efficient. Brand Associations: . Brand Image: . Some company sources says ͞Only 15 per cent of our recharges are actually vouchers that people have to buy from a shop. (2) Meaning: What are you? Tata Sky wants to connect every Television home. have helped Tata Sky in terms of positioning itself in the customers and also penetrating more deeply into other segments of the society. Customer Based brand equity: .

These services have been priced at Rs 30 a month but one on cooking is at a slight premium. Apart from nursery rhymes. Since 2009. This service has thus found 500. They have also introduced the latest service that teaches English. 48 and 72 hours. Sources claim that 100. Every Monday morning. They are the only player who can claim more than 2 million purchases in the three years of operation. It provides these for free with the exception of movies on demand. it has been getting more than 50 per cent of its volumes from outside the 50 top cities. such as cartoons on Disney and Turner. Research also showed that a full course could create tension with the husband who would keep a tab on the wife's progress.000 takers.500 or so are joining every day. (4) What about you and me? It is the only operator which charges for all its interactive services since its launch in 2006. for instance. So this shows that they are totally customer oriented services. mathematics and general knowledge. The mothers were happy to learn in the confines of their bedroom. A large number of housewives felt their lack of confidence in speaking the language hampered their interactions with their children but now they are being benefitted from this initiative of Tata Sky. there are also craft lessons from Pogo. so they realize any movie which is released on Tata Sky has a much bigger buy-rate than other platforms. Tata Sky believes.000 people have signed up for the service of English teaching and another 1. . interactive services and a programming guide in Hindi. either through one-time payments or shared revenues. Movie after movie.(3) Response: What about you? Tata Sky is spending a good amount of money on the content. It was found that parents wanted their children to learn something out of the themes that they were fond of watching on TV. have widened its base beyond the larger cities. employees report to senior level officials what is the percentage of field repairs that were addressed within 24. Movies. Tata Sky tried to deliver same content.

consumer products and chemicals. 7. 2. 3. OFFERING TATA SKY offers all popular television channels with local language channels according to the demand. EXTENSIVE CUSTOMER SERVICE NETWORK It is using 3000 service engineers in call centers to provide the good service for their customers. SKY BRAND The SKY brand owned by the UK based British SKY broad casting group. documentation in DVD player and CD quality sound. 4. sports. news. TATA BRAND TATA Group is one of india͛s largest and most respected business group. music. 5. TATA SKY takes direct responsibility to provide its vouchers. THOMSON AND HUMAX world leaders in digital broadcast technology. 6. So its providing good experience to its customer through its satellite TV service. services. movies. hardware through popular consumer electronic stores to enhance customer convenience.BRAND MANAGEMENT OF TATA SKY 1. engineering. PARTNERS It has so many valuable partners for ex. SKY is well known for the innovative products and services launched by BSKyB. SUN MICROSYSTEMS. It comprises operating companies in seven business sector Information systems and communications. brings to TATA SKY the reputation of more than 20 years experience of satellite broadcasting. . energy. materials. TCS. NDS(leading provider of technology for pay television) etc. INCEPTION AND HERITAGE TATA SKY is joint venture between the TATA group and STAR. REVOLUNISE TELEVISION VIEWING TATA SKY is offering a variety of channels ranging from entertainment.

who should each pay Rs 300 a month.990 with 100% cashback Offer @ DishTV.65 27. These are (1) Tata Sky. For example: Tata Sky for only at Rs. (4) Reliance Big TV. to break even and Tata Sky is about to do that in order to have a remarkable market share in this DTH industry.990 = Get Rs.999: .Subscribe @ Rs. Reliance Big TV: . Competitive Brands under Consideration Basically there are four major players in this DTH service industry.72 27. 292 Free.71 7.It is also true that any operator has to acquire 5 to 6 million subscribers. They all provide different types of offers to tackle this cut-throat competition from all the players as well as other broadcasting agencies like Doordarshan. (3) Videocon D2H. of people 2401 1808 1812 518 % 36.Pay Rs. etc. 888 & get 1 month Diamond pack worth Rs. .Bring Home Digital Picture & Sound of Reliance BIG TV at just Rs 990/Reliance Big TV v/s Dish TV v/s TATA Sky: . Cable TV.Based on the poll results of ͞which services are better͟? Then the people voted as shown below: Name Reliance Big TV Dish TV Tata Sky Others No.92 Initially Dish TV got the first mover advantage and had got highest amount of market share but later on Big TV has overtaken Dish TV in terms of people preference. (2) Dish TV.Buy 1yr Subscription & Save Rs 2479 Limited period offer. Order now! Dish TV Diwali Offer: . Order Now! Videocon D2H new offer:.

Set top box and Access Card. where he should place adequate value to what you offer and he should be willing to pay you. Long-term health will depend on subscription renewals. skewed of course towards the quality-conscious subscriber.So Tata Sky MD/CEO(Vikram Kaushik) said in an interview ͞The price war has come at an early stage of the DTH game͟. . services and features aimed at different segments. It has put in place a segmented strategy with products. DTH relies on three major suppliers: Customer Premise Equipment ʹ Satellite dish. In fact." says Kaushik. it is a dangerous subscriber to acquire because he might churn out. Bargaining power of DTH operator with CPE supplier has increased due to supply. At the end of the day. and another one-third are from B plus. Transponder is provided by Astrix. So they say that two-thirds of all Tata Sky customers are from socio-economic category A. DTH operators are at mercy of Broadcasters. "You have to have a healthy relationship with the subscriber. ISRO hence dependency exists and due to no regulations in channel pricing. DTH is a subscription-based business. then he is not the kind of subscriber to give you that value." Tata Sky thus wants customers who are willing to pay a small premium for more value. "If he continues to seek only the cheapest product available. Tata Sky also works on some categories to target and attract customers according to the income level and residing cities/towns/villages. Porter¶s Five forces model of Tata Sky Bargaining Power of Supplier is High.

Threat of Substitutes. Competitive Rivalry is Medium With many players established in the market inter firm rivalry is not so intense but it is increasing.Medium DTH faces major competition from Terrestrial. threat of new entrants is low due to enough competition. Cannot match free service like DD 3. Customers will have high bargaining power and will be influenced by costs versus services.Bargaining Power of Buyer is High. Second Mover after Dish TV who captured Market Share 2. Leveraging on brand TATA and High brand recall 2. SWOT Analysis Strengths 1. Interactive channels and program guides 7. Threat of New Entrants is Low With many players in the DTH space. Cable & IPTV. Expansion of distribution network through exclusive stores 4. Rural penetration through ITC E-Choupal and Godrej Aadhar 6. Consumer has the power to choose in this industry with variety. Larger disposable incomes with India 2. Also first mover advantage exists in this industry. Tapping niche markets with better service and Product offering 3. Customer services 5. Increase in number of TVs sold . Unless players can differentiate against each other. Introducing new packages & Services 4. Innovative Product offering Tata Sky Plus Weaknesses 1. the market shall remain mostly homogeneous. Superior Picture quality 3. Currently Does not offer free Set Top Box like Dish TV Opportunities 1.

All distributors be given a status of Tata Sky employees 13. Cap on foreign Investment (49%) Impact ͻ Subscriber base expected to increase 1 million each year to reach 8. Voice over in Multiple Languages (Currently limited availability in for some programs) 6.18 billion ͻ Funding over the next 4 years ʹ Rs. Connectivity with other digital Monitors like Laptops for Commercial Usage 4. especially and Niche Segment Targeting if Combined with LCDs 3. Hollywood and Regional Channels 9.Rural Areas . Cable Set top Boxes provide easy switching due to negligible switching costs 2. Stock Market related interactive service on Active 11. Increase in the geographical boundaries with Rural Market untapped 6. Variety in Movie Listing with Bollywood. 8.0 million by 2011 ͻ DTH business is expected to grow from Rs 0. Staff of cable operators be made the distributors for Tata Sky (familiarity with people) 12. Guide can be displayed in Multiple Regional Languages 5.84 billion in 2011 ͻ Likely to achieve EBITDA margins of 25% by 2011. from negative EBITDA margins in FY2007 of Rs. Strategies for the rural sector can be: a. Dependency on broadcasters for their channel content and thus increase in cost 4.5. Customizing offering b. Common Dish per house for Multiple Television sets 2. 20 billion through a mix of debt and equity ͻ Break-even expected by FY2010-11 Recommendations New services and technologies can be imbibed like: 1. 0. Growing demand for quality of service in the form of DTH over Cable 7. Combined Product with Television .Value Added Services are gaining steam. Threats 1. Combination of various national channels with regional channels c. Attractive options be given to them to become distributors 14. Increasing Competition internally 3. Inclusion of Radio Reception. Appointing the village head as Distributor and the promoter as the villagers tend to listen to village head .19 billion in FY2007 to Rs 3. Special channels for Songs Request like Jukebox could be launched 10. Interactive Video Games (with consol) 7. Educational Package d. Development of Visual Radio service.

References :1) 2) 3) 4) GOOGLE AC NEILSON CUSTOMER SATISFACTION STUDY TATA SKY WEB SITE WIKIPEDIA .