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MARKETING MANAGEMENT

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KIRLOSKAR INSTITUTE OF ADVANCED MANAGRMENT STUDIES
HARIHAR-577602



MARKETING MANAGEMENT

EFFECT OF DTH SERVICE ON CABLE FROM CABLE OPERATOR

SUBMISSION DATE - 16- 08- 2010








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CONTENTS
PAGE
1) CONTENTS. 2
2) PURPOSE OF THE PROJECT 3
3) RESEARCH METHODOLOGY 4
4) INTRODUCTION OF DTH SERVICE
(WHAT I S DTH SERVI CE?) .. 5
5) ADVANTAGES AND DISADVANTAGES.. 7
OF DTH SERVICE
6) QUESTIONNAIRE RELATED TO PROJECT.. 8
7) COLLECTION OF DATA. 10
8) SUMMARIZATION OF DATA 13
9) ANALYSIS OF THE DATA. 16
10) OUTCOME AND CONCLUSION. 20
11) BIBILOGRAPHY. 21








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PURPOSE OF THIS PROJECT

As we know that At one time there were over 100,000 cable operators in India, but that
number has since been reduced to 60,000 networks. Many operators wishing to avoid the
obligation of paying high entertainment taxes, which can be as high as 30 to 40%.
The challenge for cable exists in the rural areas where installation and application are
extremely cost prohibitive. This has created an opportunity for DTH, which serves an
immediate threat to the high-end cable networks.
So we will doing this project to know how deeply services of DTH
SERVICE create a impact on mind of the customer and how it negatively effect the
services of cable operator .
We know that there are advantages and disadvantages of both DTH
networks and cable network provided by cable operator , but what percentage of
customers are aware of this advantages and disadvantages and how they react to it ,we
dont know. This project helps us to know about reaction of customer towards particular
and different types of advantages and disadvantages .From this project we can also know
about awareness of customers towards different services of cable networks available in
the market.











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RESEARCH METHODOLOGY

To know the effect of DTH services on cable from cable operator ,we first try:
(1)to know every possible information of all DTH services like (TATA SKY
DIGITAL TV , BIG TV AND DISH TV ) from internet and magazine and
through friends and seniors.
(2).to know about introduction of cable in India
(3).design a questionnaire related to the problem from 52 persons through
SMS.
(4)..record all data in one table and summarization in different tables

(5).analysis data through charts and graphs
(6)..derive conclusions .










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INTRODUCTION OF DTH SERVICE

WHAT IS DTH SERVICE?

In earlier days there was only one T V channels in INDIA ,the
DOORDARSHAN .This channel was owned and operated by government of INDIA .At that
time every home which had a T.V set used to have its own antenna to capture the signals .
The Cable T.V ordinance law was passed in 1995. This enable cable
operator to feed channels and later on private companies were allowed to air their own and this
led to the tremendous increase in the number of channels .
Until few years back there were lakhs of cable operators across INDIA .
Because of some problems due to cable from cable operators ,an opportunity for DTH services
arised which create an immediate threat to high-end cable networks. Some of the key players in
this industry are ;

(1) TATA SKY (from TATA Group)

Incorporated in 2004, Tata Sky is a Joint Venture between the TATA
Group and STAR. Tata Sky DTH endeavours to offer Indian viewers a world-class
television viewing experience through its satellite television service.
The TATA Group is one of Indias largest and most respected business group. It comprises
diversified businesses in sectors such as materials, engineering, services, energy,
information systems & communications, consumer products and chemicals.


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(2) DI GI TAL TV (AI RTEL)



The DTH service from Airtel. It enables viewers to receive broadcast signals into their
home via a satellite dish. Direct to Home (DTH) service comes from Bharti Telemedia
Limited, a subsidiary of Bharti Airtel Limited. Bharti Airtel Limited is the company of
Bharti Enterprises and is Indias largest integrated and the first private telecom services
provider.

(3) BI G TV (RELI ANCE)

Reliance BIG TV is a Direct to Home (DTH) service provided by the Reliance Anil
Dhirubhai Ambani Group. It is a DTH service with MPEG-4 technology based on satellite
transmission, hence the picture and sound quality is better.
(4) DI SH TV

Founded in 2003, Dish TV was the first DTV television provider in India, they
started a new era in home entertainment ever since their inception.





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ADVANTAGES and DISADVANTAGES of
DTH SERVICES

If we talk about the advantages of DTH services with respect to cable from cable operator
,there are no. of advantages in DTH services .Let discuss some of them ;
(1) DTH sevice provide better quality of sound and better quality of picture
(2) It provides best quality of sound , which can be self adjusted according to different
channels.
(3) In some DTH services , there is an option of changing language suitable to us(like tata
sky) which is not in cable from cable operator.
(4) In all DTH services there an option to subscribe different number of channels and
different choice of channels .
(5) Extra services like movie on demand , games , learning programmes etc. are its special
features.

But along with this advantanges DTH services has its own
disadvantages too, because of the following :
(1) Its services is not up to the mark .
(2) Because of various channels packages , there a problem arises when customers
preferances of different channels is distributed among different packages.
(3) In some DTHservice like Digital TV cost is the main problem.
(4) The time taken for activation of packages after renewal is too long sometimes. Users had
to wait for as long as 5-6 days for activation even after making payments on time.




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QUESTIONNAIRE
RELATED TO PROJECT

NAME
OCCUPATION-


(Q-1) Which service are you using?
(a) DTH Service
(b) Cable From Cable Operator


(Q-2) I n question above ,if you use DTH SERVI CE then, which DTH Service are you using
?
(a) BIG TV (Reliance)
(b) TATA SKY (Tata Group)
(c) DIGITAL TV ( Airtel)
(d) DISH TV


(Q-3) Give reasons for your preference to particular DTH service;
(a) Because of features
(b) Brand image
(c) In budget
(d) Easy availibility

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(Q-4) What changes do you want in your preference?
(a) Change In cost
(b) Change in service
(c) Change in features
(d) No change


(Q-5) From which source did you know about your preference?
(a) Television
(b) Newspaper
(c) Friends & relatives
(d) Others

If you ever used cable from cable operator ;
(Q-6) Are you satisfied with its clarity :
(a) No
(b) Sometimes
(c) Satisfied

(Q-7) Are you satisfied with its cost:
(a) No
(b) Sometimes
(c) Satisfied
(Q-8) Are you satisfied with its service:
(a) No
(b) Sometimes
(c) Satisfied


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COLLECTION OF DATA

S.NO NAME OCCUPATI
ON
ANSWERS TO THE QUESTIONS
1 2 3 4 5 6 7 8
1
ASHISH PRIVATE
JOB
a a a a a a c a
2
USHA JHA HOUSE
WIFE
b b c b
3
ROSHAN
MISHRA
TEACHER
a a c b a b b c
4
PRASHANT CONTRAC
T JOB
a d a a b b c a
5
LALA
KUMAR
PRIVATE
JOB
a a a b a b c b
6
KSHITIZ PRIVATE
JOB
b b b a
7
YOUNUS
KHAN
PRIVATE
JOB
a b a a b c b c
8
KAPIL .T PRIVATE
JOB
a a c b a a c b
9
ARCHANA PRIVATE
JOB
a a d a a b a b
10
MONA .L PRIVATE
JOB
a d d b b b c a
11
MANISH PRIVATE
JOB
a c a b a b c b
12
SHISHIR.B STUDENT
b b b A
13
VIVEK
SAPKAL
STUDENT
a c a b a b c B
14
PAWAN
KUMAR
STUDENT
a b a a a b b B
15
BHARATBHU
SHAN
PRIVATE
JOB
b b c C
16
ABHISHEK
VATS
PRIVATE
JOB
a c c b a b c A
17
ABHIJEET V STUDENT
a b c B b b c A
18
ANU STUDENT
b c b C
19
DAYANAND
MISHRA
PRIVATE
JOB
a c a b a b c B
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20
DEVESH MANAGEM
ENT
TRAINEE
a b a d c c c a
21
ASHA JHA TEACHER
a a d a b a c c
22
RAHUL
WASWAN
GOVT.JOB
a c a d a b c b
23
BRIJMOHAN STUDENT
b b a b
24
SANGEETA
CHOUDHAR
Y
HOUSE -
WIFE
a b d a a b c a
25
NEHA
KAPARIA
GOVT. JOB
a b a b a a a a
26
HIREN BPO
SERVICE
a a b b b a a a
27
RAKSHIT CALL
CENTRE
a b c b b a c b
28
PAURAV
DEBAR
STUDENT
a b b a b b c b
29
NIKUNJ STUDENT
b b c b
30
VASANT JHA PRIVATE
JOB
b b b b
31
TRILOK
KUMAR
STUDENT
b b b a
32
AYUSH JAIN STUDENT
a b a d a b b a
33
VARUN OWN
BUSINESS
a b b a b b c a
34
SANKALP
NASWA
GOVT.JOB
a b c d a b c c
35
RATAN
JOTH
STUDENT
a a a d a a c b
36
SAPAN
GHOSH
STUDENT
a c c b a b c b
37
LOKESH
KUMAR
STUDENT
b b c b
38
PRANAV
BHARADWA
J
STUDENT
a d b c a a c b
39
AAYUSH
JAIN
STUDENT
a d a a a a c a
40
N. RAVI PRIVATE
JOB
b a c a
41
RAVI
PANDEY
STUDENT
b a c a
42
ABHISHEK
KUMAR
STUDENT
b b a a
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43
VINAY
CHAMOLA
PRIVATE
JOB
a c a d b b b a
44
KAUSHIK
BOSE
STUDENT
a a b c a b b a
45
SATYENDRA
CHAUHAN
PRIVATE
JOB
a b c b b b c a
46
YOGESH
SINGH
STUDENT
a d c b a a c a
47
ASHISH
MATHUR
STUDENT
a b a a a a c a
48
JAGRUP
GULIA
OWN
TUTION
CLASS
a b a c b c b a
49
NEHA
MISHRA
STUDENT
a a b b c a b b
50
AADITYA
JHA
STUDENT
b a c b
51
ASHISH
BHATIA
STUDENT
b c b b
5
52
ASHMITA
PATEL

PRIVATE
JOB
a
a
b
b

b
A
a

a
C
c

c

a













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SUMMARIZATION OF DATA

1) TABLE -1 - Customers preference of DTH or cable from
cable operator
S.NO. PARTICULARS NO.OF
CUSTOMERS
PERCENTAGE (%)
1 DTH Service 37 71.15
2
Cable from cable
cable operator
15 28.85

TOTAL- 52 100.00

2) TABLE -2 - Customers preference for different DTH service in
this sample.
S.NO. DTH SERVICE NO. OF
CUSTOMERS
PERCENTAGE
(%)
1
RELIANCE BIG T.V 10 27.03
2
TATA SKY 15 40.54
3
AIRTEL DIGITAL T.V 7 18.92
4
DISH T.V 5 13.51

TOTAL- 37 100.00

3) TABLE 3 - Reasons for preference for DTH service
S.NO. REASONS NO. OF CUSTOMERS
1
Features 17
2
Brand image 7
3
Budget 9
4
Easy availibility 4
TOTAL 37

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4) TABLE 4 - Changes in the preference by its customers
S.NO. CHANGES THEY WANT NO. OF CUSTOMERS
1
Cost 12
2
Service 16
3
Features 3
4
No change 6
37

5) TABLE 5 - Sources from which they know about their preferance

S.NO. SOURCES NO. OF CUSTOMERS PERCENTAGE
1
Television 23 62.16
2
Newspaper 12 32.43
3
Friends & Relatives 2 5.41
4
Others 0 0.00

37 100.00

6) TABLE- 6 Satisfaction level from cable from cable operator in clarity
S.NO LEVELS NO.OF
CUSTOMERS
PERCENTAGE(%)
1
No 15 28.85
2
Sometimes 31 59.62
3
Satisfied 6 11.53

52 100.00

7) TABLE- 7 - Satisfaction level from cable from cable operator in cost
S.NO LEVELS NO.OF CUSTOMERS PERCENTAGE
1
No 5 9.62
2
Sometimes 14 26.92
3
Satisfied 33 63.46

52 100.00

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8) TABLE -8 - Satisfaction level from cable from cable operator in service
S.NO LEVELS NO.OF CUSTOMERS PERCENTAGE
(%)
1
No 25 48.08
2
Sometimes 21 40.38
3
Satisfied 6 11.54

52 100.00



















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ANALYSIS OF THE DATA


FIG.1 - Customers preference of DTH or cable from
cable operator


DTH Service
71%
Cable from
cable cable
operator
15
29%
DTH Service
Cable from cable cable
operator
RELIANCE
BIG T.V
27%
TATA SKY
41%
AIRTEL
DIGITAL T.V
19%
DISH T.V
13%
Chart Title
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FIG.2 - Customers preference for different DTH service in this sample


FIG.3 Customers preference for different DTH service in
this sample in bar graph


0
2
4
6
8
10
12
14
16
RELIANCE BIG
T.V
TATA SKY AIRTEL DIGITAL
T.V
DISH T.V
Features
46%
Brand image
19%
Budget
24%
Easy
availibility
11%
PERCENTAGE
Features
Brand image
Budget
Easy availibility
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FIG.4 REASON FOR PREFERANCE IN DTH SERVICE


FIG. 5


FIG. 6
48.08
40.38
11.54
No
Sometimes
Satisfied
Satisfaction level with service from
cable operator
Series2
9.62
26.92
63.46
No
Sometimes
Satisfied
Satisfaction level with cost from
cable from cable opetrator
Series2
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FIG. 7










28.85
59.62
11.53
No
Sometimes
Satisfied
Satisfaction level with clarity from
cable from cable operator
Series2
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OUTCOME AND CONCLUSION OF
THE SURVEY

OUTCOME

According to my survey more than 70% of sample size use DTH services .(see table no.1)

In DTH services most people use TATA SKY services , then BIG TV of Airtel , and then
DIGITAL TV or DISH TV(see table no. 2).

DTH services is mostly preferred because of its features but its services and cost are its
main disadvantages(see table no. 3&4).

Before DTH services all persons were subscribed to CABLE from cable operator .And all
are satisfied with its cost but not so satisfied with its clarity and services . (see table no. 6,7 & 8)


CONCLUSION
After collecting , classifying , summarizing and analyzing this I reach
on the conclusion that ---
Yes, the services of DTH is really a threat to the existence of the service
provide by the CABLE OPERATOR , because somewhere it is lacking in the fields of
service and its features .A Although cost of cable from cable operator is not too much
but still it is far behind the service of DTH service.
IF we talk about DTH service , we can say that it provide customer a better facility in
features , and others facilities ,but still it need some improvement in terms of cost , and after
sale service. DTH service has too many packages of different channels and if someone has his
priority in different channels which falls in different packages then it will cost him too much if
he subscribe to different packages. In the field of advertising , DTH service has done a lot of
efforts . As we can see that FROM TABLE NO. 5 that almost 96% of the sample came to
know their preference from the source of TELIVISION and NEWSPAPER .

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BIBILOGRAPHY

As it is not easy for us to collect all the data only
through response of consumers of cable from cable operator and DTH
services , so we take help from various sources to collect information .
These are following sources :
(a) Website of airtel digital TV ( www.airtel.in )
(b) Website of TATA SKY (www.tatasky.com)
(c) Website of DISH TV ( www.dishtv.com )
(d) Website of reliance BIG TV ( www. bigtv.co.in )
(e) WIKEPEDIA
(f) www. scribd.com
(g) www.indiabroadband.net