Aakriti 1

A MAJOR PROJECT
ON
Comparative
study of the
promotional
strategies of
big tv and dish
tv
Comparative
study of the
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promotional
strategies of
big tv and dish
tv
Comparative
study of the
promotional
strategies of
2
big tv and dish
tv
Comparative Study of the promotional strategies of BIG TV and DISH TV
SUBMITTED IN THE PARTIAL FULLFILLMENT FOR THE AWARD OF THE DEGREE
BACHELOR IN BUSINESS ADMINISTRATION
UNDER THE GUIDANCE OF:
MS. SHIKHA DUA
SUBMITTED BY:
SHUBHAM GUPTA
ENROLLMENT NO: 01880301713
BBA SEMESTER VI
BATCH 2013-2016
RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES

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Affiliated to Guru Gobind Singh Indraprastha University, Delhi
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2A & 2B, MadhubanChowk, Outer Ring Road, Phase –I, Delhi – 110085
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TABLE OF CONTENTS
Chapters Contents Page No.
Chapter 1 Introduction to the topic 9
Objective of the study 14
Literature review 15
Chapter 2 Company profiles 26
DISH TV 28
BIGTV 35
Chapter 3 Comparison of Promotional 45
Strategies
BIG TV 46
DISH TV 54
Chapter 4 Research Methodology 61
Chapter 5 Data Analysis 65
Chapter 6 FINDINGS 84
Conclusion 85
Chapter 7 Suggestions 87
Bibliography 89
Questionnaire 91
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STUDENT DECLARATION
This is to certify that I have completed the Project titled "A Comparative study of the
promotional strategies of big tv and dish tv" Under the guidance of Ms.SHIKHA DUA in
partial fulfillment of the requirement for the award of degree of Bachelor of Business
Administration at Rukmini Devi Institute of Advanced Studies, Delhi. This is an original
piece of work & I have not submitted it earlier elsewhere.
Date: Signature:
Place: Delhi Name: SHUBHAM GUPTA
Roll no. 01880301713
6
CERTIFICATE
This is to certify that MR. SHUBHAM GUPTA a student of RUKMINI DEVI
INSTITUTE OF ADVANCED STUDIES, IP UNIVERSITY” has worked under my
supervision and guidance for his Project on A COMPARATIVE STUDY OF
PROMOTIONAL STRATEGIES OF BIG TV AND DISH TV. The matter embodied in
this report is original and authentic and same recommended for evaluation.
Signature of Mentor
Ms. SHIKHA DUA
7
ACKNOWLEDGEMENT
The present work is an effort to throw some light on A Comparative study of promotional
strategies of big tv and dish tv. The work would not have been possible to come to the
present shape without the able guidance, supervision and help to me by number of people.
With deep sense of gratitude I acknowledged the encouragement and guidance received from
my mentor Ms.SHIKHA DUA at RDIAS, IP university.
SHUBHAM GUPTA
Roll No.: 01880301713
Course: B. B.A. (VI SEMESTER)
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EXECUTIVE SUMMARY
The project basic objectives are to estimate Promotion strategies of Big tv and Dish tv in
Delhi at the same time.
In today’s competitive world while entering in the market it is very necessary to have good
knowledge of the potential of a particular market. The information regarding the activities of
competitor’s existing in the market so that we can plan our each activity according to that.
Also it is necessary to retain the existing customers apart from attracting the new customers.
The development of the direct to home sector has experienced a major process of
transformation in terms obits growth, technological content and market structure in the last
decade. Any company which is successful is because of their reach among customers which
is possible through the effective tools though which a company communicates and attract its
customer. Dish TV and Big tv is the most famous brand and has a sophisticated place and
market leader position in the mind of customer. This is due to its strong brand image.
The attempt behind this project was to find out the effective of DISH TV & BIG TV as a
brand over the retail outlets and its competitor position over these outlets, so that company
would be able to find out its lagging area and can focus more effectively to target more and
more customer and to communicate them more easily.
In the year 2008 BIG tv was incorporated but was launched only 2009.The company had
placed order for 5 million Set Top Boxes with Korean and Taiwanese vendors to meet its
requirements in the first year. The company had already completed trial runs across 2,400
towns and the service is currently available for customers of other Reliance ADAG group
companies for Rs 1,000. it currently offers close to 196 channels( as of December 2010) and
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some interactive ones this count includes some numbers of HD channels offered by Big tv
( as BIG tv HD ) and interactive services also.
In the clash between these two pioneers of the Indian DTH industry, it seem as of now that
BIG tv is slowly taking the lead, with more emphasis on new technology (as showcased by
their efforts at DVR recording and MPEG-4 compression). Dish TV seems to be uninterested
for now, but with more and if more people switching to Big tv, they may have to take drastic
action soon.
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CHAPTER-1
PLAN OF THE STUDY
1.1 INTRODUCTION TO THE TOPIC

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The state of Delhi was forced to switch over to conditional access system (CAS) for cable
television in the year 2004. The move was said to have been undertaken to regularize cable
market, standardize television charges, which varied greatly that point of time. The
cablewallahs used to charge exorbitantly high amounts for cable TV in a posh neighbourhood
and the same cablewallah was seen charging far lesser in the neighboring colony where the
majority of the residence happened to be of the middle class. The system claimed to put an
end to these. And in came Direct to Home (DTH) service, in direct competition with the
neighborhood cablewallah. Five years down the line, many have switched over to DTH,
offering competitive pricing and a first for the Indian television industry, DVD quality picture
and CD quality sound.
The present project “A comparative study of promotional strategies of DISH tv and BIG TV
(in Delhi & NCR)” aims to determine consumers’ perception, mainly of DISHTV and
BIGTV. The study also determines various relationships that exist between gender, income
group, occupation and the promotions done by these players, one fairly established and one
emerging to occupy a major part of market share.
ABOUT DTH INDUSTRY
With the Indian economy booming at a GDP growth rate of 9.4%, there is a sense of growth
prevailing everywhere. The average Indian’s disposable income and purchasing power has
risen to never before levels. The Indian Entertainment & Media industry is also not far
behind. It is currently estimated at a worth of Rs. 450 billion with a CAGR of 18% over the
next 5 years. Terms which were alien to Indian like DTH, Digital Cable, and IPTV are
suddenly finding presence in the country’s journals.
Though DTH is comparatively the growth for the digital segment in rural areas were 34%,
49% and 64% in the past three years (source: TAM annual universe update – 2010) the
growth in the rural segment can be attributed to frequent power cuts in the rural areas. DTH
platform gives the rural consumer access to their favorite programs,, with the help of
generators/invertors, which is not possible with the cable service in most of the areas.
A report predicts that India would overtake Japan as Asia’s largest DTH by next year and be
the Asia’s leading cable market by 2010 and the most profitable pay- TV market by 2015.
This growth presents a lot of interesting scenarios.
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History of Indian broadcasting
The history of Indian Television dates back to the launch of Doordarshan, the country’s
national television network in 1959. Television was then seen as a luxury item that could be
afforded only by a chosen few. The transmission was in Black & White. The 9 th Asian Games
which held in 1982 in the country’s capital New Delhi heralded the mark of color television
broadcast in India.
In 1991, Indian economy was liberalized from the license raj and major initiatives like
inviting foreign direct investment, deregulation of domestic businesses emerged this lead to
the influx of foreign channels like Star TV and creation of domestic satellite channels like
Sun TV and Zee TV. This virtually destroyed the monopoly held by Doordarshan.
In 1992, the cable TV industry started, it has literally changed the way the average Indian
watches the Television. The number of channels increased suddenly from 2 and the real
entertainment started. Every city India had a complex web of co-axial cables running through
the streets with a new breed of entrepreneurs called as cablewallahs of local cable operators
(LCO) taking charge of distribution.
In 1995 government felt the need of regulations in Cable TV and passed the Cable TV
networks (regulation) Act. This was also the time when state owned Doordarshan and All
India Radio came under new holding called Prasar Bharti to give them enough autonomy.
In 2001 TRAI issued the guidelines for operating DTH. Country’s first private DTH license
was awarded to dish TV in 2003 which started operations in 2004. Prasar Bharti also started
its product DD-Di
Current Players
Today the market shares of various players are as follows:
Dish TV: 30%
Sun Direct: 25&
Tata Sky: 22%
Big TV: 137
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Airtel: 8%
D2H: 2%
India has a total television population of close to 135 million, out of which 80% have access
to cable or satellite (i.e. 108 million). The total DTH subscribers are close to 22 million. Thus
the DTH has market share of approximately 20%. The subscriber base for DTH in 2006 was
meager 1 million. Now for an industry which is just 5 years old, it is a great achievement.
In 2005 Dish TV was the only player in the DTH industry and was registering subscriber
growth mainly in the areas where cable TV as not available. The subscribers were not ready
for the cost of set top box. In 2007 CAS mandate was introduced in selected metro cities,
where users had to invest in a set top box.
Though the initiative was not very successful, it gave a wider acceptance to the DTH and
consumer became ready to pay for the set top box. Spotting the opportunity Sun Direct
launched its services in 2007 with a drastically low onetime cost involved for the DTH
subscribers. Followed by this Reliance Big TV and Air-Tel and Videocon launched their
services. The market became competitive. Every player came with innovative offerings. Dish
TV offered Movie on Demand free worth the cost of set top box. Air-Tel and Big TV offered
free subscription for first few months etc. All these things were coupled with aggressive
marketing campaign. Tata sky gained the maximum subscribers during this period.
ENVIRONMENTAL ANALYSIS
a. Threats of substitute.
DTH faces stiff competition from the terrestrial, cable and IPTV. As per the industry
estimates, there are 120 million TV homes, of which 71 million are served by cable and
around 6 million served by DTH with the remaining taken by terrestrial transmission. As
IPTV is a new entrant, there is not much data on
INDIAN BROADCASTING PIE
b. Terrestrial television
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Doordarshan is the world’s largest terrestrial broadcaster with over 1400 terrestrial TV
transmitters. The reach provided by this route is phenomenal with Doordarshan covering 88%
of India’s geographical area. Covering the remaining 12% area required substantial capital
investments which does not outweigh the benefits. The transmission was done originally in
Analog mode but beginning from 2002. Doordarshan has partnered with BBC resources – the
consulting wing of BBC, in offering digital terrestrial television. The transmission could be
received using a low cost Yagi antenna.
Even with the wide reach and low cost approach that is possible with this technology, due to
the lack of attractive content, we do not see it as a formidable threat.
c. Cable TV
Cable TV currently operates in 2 modes viz. through CAS covering cities such as Chennai,
parts of Delhi, Mumbai and Kolkata, and through NON- addressable system in the rest of the
country. As seen in the above fig, cable TV enjoys a big share in comparison with other
mediums.
In case of CAS controlled areas, the subscriber has to either buy or rent the Set Top Box
(STB) to see the pay channels. He can also see 70 odd Free-To-Air (FTA) channels. On the
other hand, in areas where non-addressable system is used, all the channels are available
without the necessity of any separate receiver. Irrespective of whether CAS or not, the
subscriber can comfortably see the channels by paying anywhere between Rs. 100 to Rs. 300
per month depending on the place where he lives.
Due to the phenomenal reach of the cable TV, it poses a serious threat to the growth of DTH
industry. Also there would be resistance from the LCOs lobby as DTH totally displaces them.
d. Internet Protocol Television (IPTV)
IPTV is a service where television signal are digitally sent over the telecommunications line.
It is often presented as a bouquet of Video (IPTV), Audio (telephones) and Data (Broadband
Internet) services. With widespread adoption of broadband in the country and the growing
techno savvy population, IPTV has a potential to become a huge success. Telecom companies
such as BSNL and MTNL have spotted these earnings potential and have already started with
trial implementation in cities like Bangalore and Kolkata. Companies like reliance
communication and Bharti Airtel also planning to follow soon.
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e. Bargaining Power of Suppliers:
DTH industry relies on three major suppliers: Customer premise equipment (CPE)
comprising of the Satellite Dish, Set Top Box with the necessary Access card, the Ku Band
transponders in the orbiting satellites and content. With India set to overtake Japan as Asia’s
largest DTH by next year, the Bargaining power of Indian DTH operators with CPE suppliers
have been steadily increasing.
f. Bargaining power of buyers
We would take the entire broadcasting industry for analyzing the bargaining power of the
buyers. With enough options to choose both from the point of alternate mediums like cable,
IPTV and Terrestrial broadcast and from the point of increasing DTH operators, the consumer
is at his will to decide.
Customer will continue to have a high bargaining power until DTH platforms try to
differentiate them as superior players with better content and clarity.
g. Inter firm rivalry
The inter firm rivalry is quite high. The competition form state owned DD-Direct to private
players is negligible form the content point of view as the number of channels offered by DD-
Direct is very limited. However, DD-direct doesn’t not charge any monthly subscription fee
which poses a threat to the private players who charge monthly subscription charges.
Between Dish TV and Tata Sky there is an intensive rivalry exhibited by the price wars and
discount schemes offered to new connections. Being the first mover, Dish TV had price
advantage in both the STB as well as in procuring the transponders. On the other hand, Tata
Sky claims its STB offers superior VD quality Video die to its advanced STB.
While Dish TV is planning to spend Rs. 850 crores over the next 3 years, the rival Tata Sky is
willing to spend Rs. 2000 crores over the medium term. The companies have also set
ambitious targets with Dish TV aiming to reach 4.5 million subscribers in the next 18 to 20
months while Tata Sky aiming for 8 million subscribers by 2012.
Other than the price wars and intense competition in increasing the customer base, there is
also a competition at acquiring the content. Dish TV, Tata Sky and Sun Direct are part of big
groups that also have popular bouquet of channels like Zee, Star and Sun respectively.
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1.2 OBJECTIVE OF THE STUDY
1. To study DISH TV and BIG TV and their offerings.

2. Exhaustive study of promotional strategies of the two.
3. To find out the consumers’ perceptions and response to the promotional strategies
executed by these players.
The objective of the research was to conduct a study between two leading DTH (direct to
home) service providers, in order to collect information about DTH TV & BIG TV being the
landing DTH service providers in the country, in order to compare & know about the
o Status of the company in the market

o Competitive strategies
o Goodwill of the companies
o Marketing strategies of the companies
o Promotional schemes offered by the companies
o Customer feedback about the companies
o Tariffs offered by the companies
o Limitations of the companies
So that improvement can be suggested & information can be gathered about the working of
the companies.
1.3 LITERATURE REVIEW
Sandeep Varma and Doris (2006)
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Home entertainment in India had come a long way from the days when there was only one
national channel, Doordarshan, to the age of satellite television and, now, the latest
development called DTH (Direct to Home) technology. With the Government of India having
set the end of 2006 as the deadline to introduce CAS (Conditional Access System), in
selected metros and later all over India, the scene would become more competitive. Cable
operators have started pressurizing the Indian Government to speed up the process of
changing the analog technology to digital. Once cable is digitized, cable operators would also
be in a position to provide programs in high quality as like DTH. Apart from DTH, new
emerging technological advancements in TV viewing like Internet Protocol Television
(IPTV) and Cell Phone TV would also compete among themselves to get their share of the
market in the Indian home entertainment industry. The Indian customer would have more
options in terms of TV entertainment and the main deciding factor would be service support.
The case allows for discussion on the present scenario of home entertainment in India.
They highlight the various technological advancements that happened in the field of TV
broadcasting and also throw light on various service providers and their services. They
discuss the emerging technologies in home entertainment in India.
Sivasundaram Umapathy (2007).
In this paper he analyzed the challenges and opportunities present for the DTH industry
within the Indian contest. We would look at the history of Indian broadcasting followed by
looking at the current DTH market. An environment analysis done using the Potter‟s five
forces model and and the various challenges faced by the industry identified. Finally we look
at the possible suggestions taking a long term view. With the existing regulatory restrictions,
Increasing content cost and lack of transponders, DTH terrain too steps to climb. With
content differentiation not happening in the near future, companies have to differentiate only
the service and cost levels. The increasing consumer awareness and expectations also make it
difficult to satisfy the consumer. Today‟s consumer is sensitive to price as well as the quality.
Apart from the volumes business, a prudent DTH operator should also take a serious look at
the substitutes and complements. He should diversify and create his presence in the entire
spectrum of broadcasting and telecommunication services. The final winner cannot be a pure
DTH player but a convergent player who offers all in one to the value-conscious, price
sensitive Indian consumer.
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Researchers from Gartner (2007)
believes that IPTV will struggle in India for following reasons Cable TV users pay almost
half of what digital subscribers pay Low broadband penetration will inhibit IPTV uptake;
2007 is a critical year for pay TV, with CAS being mandated in a phased manner, and more
players are moving into DTH, which is growing. IPTV will be priced at the same price as
digital cable or DTH, so no price differentiation As the numbers of broadband users are
increasing in urban and semi urban cities IPTV can pose serious threat to DTH player in long
run.
Indian Readership Survey (2008)
Findings have shown that the Dish TV is the largest player with over 3.1 million subscribers,
followed by DD Direct, Tata Sky and Sun Direct, which has pre dominance in the southern
zone.
“Indian entertainment and media outlook 2009” published in 2009 where they discussed
about all the entertainment industry. In 2008, there is a significant churn of subscribers from
cable in favour of DTH, as the latter subsidizes hardware, reduces installation costs and
introduces value packs. Aggressive marketing and promotions also helped DTH lap up
subscribers in 2008 which reached ~11.5 million at the end of the year from ~3.5 million in
the beginning of 2008. 2008 also witnessed a „technology-war amongst DTH players. With
new players Bharti Airtel‟s Digital TV and Reliance’s DTH service Big TV launched in
2008, a technology war erupted between these new players and the older players, Dish TV
and Tata Sky use of technology in the set-top-boxes. The older DTH players claimed that the
latest MPEG-4 technology, as used by the new DTH players, violates existing guidelines for
DTH operations citing reasons of inter operability. In the view of the older DTH players, the
new DTH players are required to offer commercial inter-operability with the existing MPEG-
2 set top boxes being used by the older DTH players. The matter is currently under dispute
with BIS.
RNCOS industry Research Solutions (2009)
In their report they said that the DTH service market in India has emerged as one of the most
lucrative markets which have successfully resisted the impacts of the current economic
slowdown. The slowdown has certainly proved a boon for the Indian DTH industry as people
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have now started to cut on their entertainment expenditure and instead of viewing movies at
theatres, they are preferring to stay at home with their television sets. The industry is
anticipated to add nearly 5 Lakh subscribers per month during 2009 and the numbers are
forecasted to surge further at a CAGR of around 30% through 2012. "With over 130 Million
TV homes, India offers large room for growth in DTH services as the technology can be used
to offer DTH services in remote location, where setting up of cable networks seems
impossible, or is highly expensive", says a Sr. analyst at RNCOS. It is forecasted that DTH
will capture over 21% of TV homes in India by 2012, up from around 10% now.
Their report, "Indian DTH Market Forecast to 2012”, provides thorough analysis of the
current market performance and the future outlook of DTH services market in India. It gives
detailed analysis of the success factors and also helps in determining what all are the issues or
the hurdles in front of the burgeoning DTH services market in the country. The study also
explains the reason for why all the incumbent players have been investing huge amounts into
the promotion and marketing of DTH services in the country, despite the current economic
slowdown. This research provides extensive research and rational analysis of the DTH market
in India. It will help clients to understand the underlying potential of DTH services in the
Indian television industry. Various factors which will drive the future growth of the DTH
market in India have been thoroughly analyzed in the report. The report will also help in
gaining insight into the prevailing key trends and developments that are contributing
positively towards the growth of the market. The history of Indian Television dates back to
the launch of Doordarshan, the country‟s national television network in 1959 when the
transmission was in black & white. The 9th Asian games which were held in 1982 in the
country‟s capital New Delhi heralded the mark of colour television broadcast in India. In
1991, Indian economy was liberalized from the license raj and major initiatives like inviting
FDI, deregulation of domestic businesses emerged. This led to the influx of foreign channels
like Star TV and creation of domestic satellite channels like Sun TV and Zee TV. This
virtually destroyed the monopoly held by Doordarshan. In 1992, the cable TV industry started
which changed the way the average Indian watches the television. Every city in India had a
new breed of entrepreneurs called as cablewallahs or Local Cable Operators (LCO) taking in
charge of distribution. Since this was a disorganized sector carrying new channels on the
existing infrastructure required new investments which the operators were reluctant to make.
This led to the emergence of a new breed of firms called as Multi System Operators (MSO)
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who had heavy financial muscles to make capital investments and liaised between the cable
operators and the channels. MSOs provide the feed to the local operators for a fee. In 1995,
government felt the need of regulation in Cable TV and passed the Cable TV network
(Regulation) Act. This was also the time when the state owned Doordarshan and All India
Radio came under a new holding called as Prasar Bharati to give them enough autonomy. The
LCOs reported a lower number of connections where as the broadcasters demanded a higher
rate. MSOs were finding it difficult to operate under these conditions. This led to an
amendment of the Cable TV networks(Regulation)Act in 2002 to provide Conditional Access
System (CAS). With CAS, the last mile distribution could be addressable with accuracy and
digitalization of broadcast was also possible. CAS was rolled out in 2003 staring from
Chennai and later to parts of Delhi, Mumbai and Kolkata. DTH stands for Direct-To-Home
television. DTH is defined as the reception of satellite programmes with a personal dish in an
individual home. DTH does away with the need for the local cable operator and puts the
broadcaster directly in touch with the consumer. Only cable operators can receive satellite
programmes and they then distribute them to individual homes.
DTH services were first proposed in India in 1996. But they did not pass approval because
there were concerns over national security and a cultural invasion. In 1997, the government
even imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was
about to launch its DTH services in India. Finally in 2000, DTH was allowed. The new policy
requires all operators to set up earth stations in India within 12 months of getting a license.
DTH licenses in India will cost $2.14 million and will be valid for 10 years. The companies
offering DTH service will have to have an Indian chief and foreign equity has been capped at
49 per cent. There is no limit on the number of companies that can apply for the DTH license.
On the DTH front, TRAI issued the guidelines for operating DTH. Country‟s first DTH
license was awarded to Dish TV in 2003 which started operations in 2004. Prasar Bharati also
started its product DD-Direct+. In earlier days there was only one TV channel in India the
“Doordarshan”, Channel doordarshan was owned and operated by government of India. In
those eras every home which had a TV set used to have its own antenna to capture the
signals. The Cable Television Ordinance Law was passed in January 1995. This enabled cable
operators to feed channels and later on private companies were allowed to air their own
channels and this led to the explosive growth in number of TV channels and number of cable
operators. The growth of TV channels & cable operators created a big industry and market
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opportunities. Until few years back there were as many as 1,00,000 cable operators across
India. However the services provided by cable operators were poor. The strikes, increase in
tariff plan, selective broadcast and poor services were major cause of dissatisfaction among
the customers. This has created an opportunity for DTH, which serves an immediate threat to
the high-end cable networks. Some of the key players in the industry are DishTV by Zee
group, TataSky joint venture of Tata & Star TV, Big TV by Anil Dhirubhai Ambani Group,
Digital TV by Bharti Tele media, SUN Direct from the promoters of Sun TV. There are some
other companies who are contemplating to start their own DTH like Videocon. The Indian
market was till now dominated by the presence of local cable TV operators and had complete
monopoly over it. DTH opened an option for Indian Consumers to opt for the satellite service
to obtain television channels direct to their homes without any intermediaries. It also
provided several value added services to enhance their television watching experience. Still,
as DTH is still a relatively new category and most people were hesitant to experiment with it.
While Indian consumers were not completely satisfied with their cable services, they did not
feel the need to switch over to any other means of entertainment. It was therefore imperative
for companies such as Tata Sky, Dish TV, Reliance BIG TV, SUN Direct, AIRTEL Digital
TV, DD Direct+ & Videocon d2h to educate the consumers about the advantages of the
service and in turn create an urge to invest in it. There is an immense opportunity for DTH in
the Indian market. The opportunity in India almost 10 times that in developed countries like
the US and Europe. For every channel there is a scope for broadcasting it in at least ten
different languages. So every channel multiplied by ten that is the kind of scope for DTH in
the country. The way DTH reaches a consumer's home is different from the way cable TV
does. In DTH, TV channels would be transmitted from the satellite to a small dish antenna
mounted on the window or rooftop of the subscriber's home. So the broadcaster directly
connects to the user. The middlemen like local cable operators are not there in the picture.
DTH can also reach the remotest of areas since it does away with the intermediate step of a
cable operator and the wires (cables) that come from the cable operator to your house. As we
explained above, in DTH signals directly come from the satellite to your DTH dish. DTH
offers better quality picture than cable TV. This is because cable TV in India is analog.
Despite digital transmission and reception, the cable transmission is still analog. DTH offers
stereophonic sound effects. It can also reach remote areas where terrestrial transmission and
cable TV have failed to penetrate. Apart from enhanced picture quality, DTH has also allows
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for interactive TV services such as movie-on-demand, Internet access, video conferencing
and e-mail. But the thing that DTH has going for it is that the powerful broadcasting
companies like Star, Zee, etc are pushing for it. In DTH, the payments will be made directly
by the subscriber to the satellite company offering the service. A big problem that
broadcasters face in India is the issue of underreporting of subscribers by cable operators.
Consider the cable operators pyramid. Right at the top is the broadcaster. Next comes the
Multi Service Cable Operator (MSOs) like Siticable, InCable, etc. Below them are the Access
Cable Operators (ACOs) or your local cable guy who actually lays the wires to your house.
The local cable operators or the ACOs then allegedly under-report the number of subscribers
they have bagged because they have to pay the MSOs something like Rs 30-45 per
household. Showing a lesser number of households benefits ACOs. With no way to actually
cross check, the MSOs and the broadcasters lose a lot. Broadcasters do not earn much in
subscription fees and are mostly dependent on advertisement revenue to cover their costs,
which is not sustainable and does not offer high growth in revenues for broadcasters. The
way out of this is to use a set-top box so that it will be clear how many households are
actually using cable or going for DTH where broadcasters directly connect to consumers and
can actually grow revenues with a growth in the subscriber base. Today, broadcasters believe
that the market is ripe for DTH. The prices of the dish and the set-top box have come down
significantly. Overall investments required in putting up a DTH infrastructure has dropped
and customers are also reaping the benefits of more attractive tariffs.
The major thing that DTH operators are betting on is that the service is coming at a time
when the government is pushing for CAS (conditional access system), which will make cable
television more expensive, narrowing the tariff gap between DTH and cable. DTH faces stiff
competition from the terrestrial, cable and IPTV. As per the industry estimates, there are 130
million TV homes of which 85 million are served by cable and around 16 million by DTH
with the remaining taken by terrestrial transmission.
INDUSTRY
Cracking the Indian DTH market
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Discussing about the emergence of Direct-to-home Service in the Indian Market, the Indian
market, till now was dominated by the presence of local cable tv operators and had complete
monopoly over it.DTH opened an option for Indian Consumers to opt for the satellite service
to obtain television channels direct to their homes without any intermediaries. It also
provided several value added services to enhance their television watching experience. Still,
as DTH is still a relatively new category and most people were hesitant to experiment with it.
While Indian consumers were not completely satisfied with their cable services, they did not
feel the need to switch over to any other means of entertainment. It was therefore imperative
for companies such as Tata Sky, Dish TV, Reliance BIG TV to educate the consumers about
the advantages of the service and in turn create an urge to invest in it. Environmental Analysis
of Indian DTH industry: Here is the Porter’s 5 forces model in the context of DTH industry.
The observations are categorized into the 5 forces as below
DTH faces stiff competition from Terrestrial, Cable and IPTV. As per the industry estimates,
there are 120 million TV homes, of which 71 million are served by cable and 6 million served
by DTH with the remaining taken by Terrestrial Transmission.
24
Over the last three years, the direct-to-home (DTH) satellite industry has come on strongly
worldwide. It has grown from a niche delivery mechanism into a mainstream business. The
spread of subscription-based DTH satellite TV promises to enhance choices for many
households in developing countries.
Current DTH Players in the Market:
· DD Direct
· Sun Direct
· Dish TV
· Tata Sky
· Reliance Big TV
· Airtel Digital TV
DTH service was launched back in 2004 by launch of Dish TV by Essel Group's Zee
Entertainment Enterprises. Later on public broadcaster Doordarshan launched its free to air
DTH named DD Direct+ . In 2006 Tata teleservices in collaboration with British Sky
Broadcasting, a subsidiary of News Corporation started a service named Tata Sky. In 2007
the war of DTH heated up when 2 telecom giants Airtel and Reliance Communications along
with a strong south Indian media group Sun TV and Electronics company Videocon declared
to launch their DTH services.
25
The south Indian DTH service mostly providing South Indian Channels SUN DIRECT was
launched in mid 2008 which provides service in South Indian States and Reliance ADAG
launched their DTH service on 19 August 2008. Later on Airtel launched its services as Airtel
Digital Tv on 9 October 2008. As of July 2009 Videocon D2H+ has soft launched in
Hary21qana, Punjab, Himachal Pradesh, Jammu & Kashmir and Chandigarh.
COMPARISON OF INDIA’S DTH SERVICE PROVIDERS
Dish TV
Dish TV Offers:
168 TV channels
7 movie channels
21 audio channels
Dish TV Cost
Between Rs 2490 and Rs 3990 for installation and Rs 100 for up to 85 channelS AND Rs 300
for up to 140 channels
Dish TV Features:
Free gaming portal, astrology service, sports channel with custom features, multi-lingual
voiceovers and statistics.
Tata Sky
Tata Sky Offers:
At least 150 channels
Tata Sky Cost-
Rs 2499 for dish and installation charges
Rs 175 for 65 channels

26
Tata Sky Features:
Interactive quiz, story-telling, daily live broadcasts from select shrines, matrimonial
programmes and cooking portal.
Big TV
Big TV Offers:
202 channels
32 movie channel
10 audio channels
Big TV Cost
Rs 2490 for dish and installation charges
Basic pack of Rs 100 for 44 channels
Top-up packs from Rs 25 to Rs 40
Big TV Features:
Monthly subscription-based movie channels, niche channels at low add-on charges, USB port
in set-top box.
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CHAPTER-2
COMPANY
PROFILE
28
DTH :
DTH stand for direct-to-home television. DTH is defined as the reception of satellite
programmes with a personal dish in an individual home. DTH does away with the need for
the local cable operators can receive satellite programmes and they then distribute them
HOW DOES IT WORKS :
A DTH network consists of a broadcasting centre, satellites, encoders, multiplexers,

modulators and DTH receivers.
A DTH service provider has to lease ku-band transponders from the satellite. The encoder
converts the audio, video and data signals. At the user end, there will be a small dish.
29
ABOUT DTH INDUSTRY:
What is DTH?
DTH stands for Direct-To-Home television. DTH is defined as the reception of satellite
programmes with a personal dish in an individual home.
DTH services were first proposed in India in 1996. But they did not pass approval because
there were concerns over national security and a cultural invasion. In 1997, the government
even imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was
about to launch its DTH services in India.
Finally in 2000, DTH was allowed. The new policy requires all operators to set up earth
stations in India within 12 months of getting a license.
DTH licenses in India will cost $2.14 million and will be valid for 10 years. The companies
offering DTH service will have to have an Indian chief and foreign equity has been capped at
49 per cent. There is no limit on the number of companies that can apply for the DTH license.
In earlier days there was only one TV channel in India the “Doordarshan” channel
Doordarshon was owned and operate by government of India. In those era every home which
had a Tv set used to have its own antenna to capture the signals. The cable television
ordinance law was passed in January 1995. This enabled cable operators to feed channels and
later on private companies were allowed to air their own channels and this led to the
explosive growth in number of tv channels and number of cable operators. The growth of Tv
channels & cable operators created a big industry and market opportunities.
DISH TV
SNAPSHOT
Founded -2004
Headquarters -Noida, India
CEO -Arun kapoor
Area served -India, Pakistan, Sri lanka, Nepal, Bangladesh
Industry -DTH pay TV

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Products -direct broadcast satellite
Parents -zee network enterprise
Brand ambassador -Shah rukh khan
Website -www.dishtv.com
Dish TV is a DTH satellite television provider in India, using MPEG-2 digital compression
technology, transmitting using NSS Satellite at 95.0. Dish Tv's managing director and Head
Of Business is Jawahar Goel who is also the promoter of Essel Group and is also the
President of Indian Broadcasting Foundation.
HISTORY
DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Zee
Entertainment Enterprises.Dish TV is on the same satellite where DD Direct+ is. Dish TV
started its service in Pakistan with the collaboration of Budget Communication.
Dish TV was only DTH operator in India to carry the two Turner channels Turner Classic
Movies and Boomerang. Both the channels were removed from the platform due to unknown
reasons in March 2009.
SATELLITE LINK
Dish TV uses NSS-6 to broadcast its programmes. NSS-6 was launched on 17 December,
2002 by European-based satellite provider, NewSkies. Dish TV hopped on to NSS-6 from an
INSAT satellite in July 2004. The change in the satellite was to increase the channel offering
as NSS 6 offered more transponder capacity. The main provider for this service is now Dish
Networks[www.vmcsatellite.com/]
FEATURES OF DISHTV
1. TV Guide:
TV Guide is dishtv’s Electronic Programming Guide (EPG).
 Preview Screen:
The “preview screen” allows you to keep viewing TV while you are browsing the
TV Guide.
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 Programme Schedule:
You can see the list of all channels and the programme schedule for the next 7
days from the channels screen. The channels have been clubbed in genres for easy
access.
2. Customise TV Guide:
You can customize the TV Guide for the following:
 Sorting:
You can arrange the channels in the order of your preference.
 Alert:
You can set reminders for programmes up to 24hours prior to the telecast. This way
you can be sure you will never miss any of your programmes.
 Favourites:
You can set up to 8 lists of favourite channels in the order of your preference.
 Parental Control:
You can choose to block certain channels and programmes to avoid your children
from watching the same without your permission. You can select specific channels or
a programme rating to block from the Parental Control menu. Once done, you will
need to enter the pin to watch them.
3. Movie On Demand:
You get to make your own movie show timings with the Movie on Demand service. You
can watch the latest blockbusters anytime of the day that you choose.
4. ACTIVE:
ACTIVE is the interactive service of dishtv. It includes the following services:
 Astro
 Bhakti
 Games
 ICICI
 Sports
SUBSCRIPTION PACKAGES
MONTHLY PACKS
I. Silver Pack:
110 channels: Monthly- Rs.99+taxes
1. Hindi Entertainment channels: DD, DD India, Star Utsav, Sony Entertainment TV,
Zee TV, Zee Smile, NDTV Imagine
2. Hindi Movie channels: Zee Cinema
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3. Music channels: 9XM, B4U Music, Zee Music, SS India, Music India, ETC, Play
TV
4. Fashion & Lifestyle channels: Zee Trendz, FTV, E24
5. Spiritual channels: Aastha, Zee Jagaran, Shalom
6. Knowledge channels: DD Gyan Darshan, Care World
7. News channels: DD News, Zee News, India TV, NDTV India, Voice of India, Live
India, India News, News 24, Total TV, Azad News, Lok Sabha, Rajya Sabha
8. Business channels: Zee Business
9. Sports channels: DD Sports
10. Regional channels: Misc. regional channels(21); DD(12); Zee(3)
II. Gold Pack:

125 channels (Silver Pack + 15 channels): Monthly- Rs.160+taxes
1. Hindi Entertainment channels: Colors, SAB TV, Sahara One
2. Hindi Movie channels: Zee Premier, Zee Action, Zee Classic, SET Max, Filmy
3. Knowledge channels: Discovery Channel, Animal Planet
4. Children & Teen channels: Cartoon Network, Pogo
5. News channels: Aaj Tak
6. Sports channels: Zee Sports, Ten Sports
7. Regional channels: Misc. regional channels(1)
III.Diamond Pack:
140 channels (Gold Pack + 15 channels): Monthly- Rs.220+taxes
1. Hindi Entertainment channels: Star Plus
2. English Entertainment channels: Star World, Zee Café
3. Hindi Movie channels: Star Gold
4. English Movie channels: Star Movies, HBO, Zee Studio
5. Music channels: MTV, Channel V
6. Knowledge channels: National Geographic Channel, Fox History& Entertainment
7. Children & Teen channels: Animax, nick
8. News channels: Star News
9. Regional channels: Star(1)
IV. Platinum Pack:
155 channels (Diamond Pack + 15 channels): Monthly- Rs.275+taxes
1. English Entertainment channels: AXN
2. English Movie channels: Sony PIX, MGM
3. Music channels: VH1
4. Fashion & Lifestyle channels: NDTV Good Times
5. News channels: CNN, NDTV 24x7, BBC World, News X
6. Business channels: NDTV Profit
7. Sports channels: ESPN, Star Sports, Star Cricket
SOUTH INDIA & REGIONAL PACKS

Different packs are available for South India as well as numerous Regional Packs are on offer
on a monthly subscription basis.
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ADD ON PACKS
I. World News:
2 channels: Monthly- Rs.15 + taxes
1. BBC World
2. CNN
II. Colors:
Monthly- Rs.15+taxes
III. Starry Pack:

1. Star One
2. Toon Disney
3. Disney Channel
4. Hungama
IV. Super Star Pack:

1. Star Plus
2. Star World
3. Channel V
4. Fox History & Entertainment
5. National Geographic Channel
6. Star Gold
7. Star Movies
8. Star News
9. Star Vijay
V. Zee Premium Pack:

1. Zee TV
2. Zee Cinema
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3. Zee Next
VI. Rainbow Sundae:
1. AXN
2. VH1
3. Discovery Travel & Living
4. Sony PIX
5. Animax
VII. English Delight:

1. Zee Café
2. Zee Studio
3. HBO
VIII. Sports Fiesta:

6. ESPN
7. Star Sports
IX. Top Score:

1. Ten Sports
2. Zee Sports
X. Kiddy Fun:
1. Cartoon Network
2. Pogo
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BIG TV
SNAPSHOT
TYPE - Reliance communications subsidiary
FOUNDED - 2008
HEADQUARTERS - Dhirubhai Ambani knowledge city, Navi Mumbai,

India
AREA SERVED - India
KEY PEOPLE - Anil Ambani
INDUSTRY - DTH pay TV
PRODUCTS - Direct broadcast satellite
PARENT - Reliance Anil Dhirubhai Ambani Group
SUBSIDIARIES - Reliance BIG TV ltd.
BRAND AMBASSADOR - Abhishek bacchan
WEBSITE - www.bigtv.co.in
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Reliance BIG TV is a DTH satellite television provider in India, using MPEG-4 digital
compression technology, transmitting using MEASAT-3 91.5°East. It is the 5th DTH service
launched in India.
HISTORY
Reliance BIG TV limited is a part of Reliance Communications Ltd., a susidiary of Reliance

Anil Dhirubhai Ambani Group founded by the Late Dhirubhai Ambani, the Indian business
tycoon and owned by his son Anil Ambani. BIG TV started operations from 19 August 2008
with the slogan "TV ho Toh BIG Ho" ("If you have a TV, make it BIG"). It currently offers
close to 200 channels and many interactive ones, 32 cinema halls (i.e Pay Per View Cinema
Channels) as well as many Radio channels. The company plans to increase the number of
channels in the near future to 400 and begin High Definition (HD) broadcast. It is the first
Pan-India DTH provider that uses MPEG-4 for broadcasting. There are also plans to
introduce services like i-Stock, i-News and other such interactive services in the future.
Reliance Big TV surpassed the 1 million subscribers mark within 3 months of its launch, with
major subscribers coming from Southern states of India.
Although it works on DVB-S and not DVB-S2 technology like Airtel DTH and D2H, it is
claimed to have the best picture quality amongst all DTH providers in India.
RELIANCE ENTERS INDIAN MARKET
Reliance’s BigTV launched its DTH service on August 15th 2008. BIG TV was Reliance-
ADAG's latest launch foraying into the booming Direct to home segment in the expanding
Indian television market. Big TV DTH was competing with already established players Dish
TV and Tata Sky. DTH operators in the country, Tata Sky, Dish TV and Sun are estimated to
have a user base of around 7-8 million.
The service Reliance BIG TV included was 32 cinema channels, and will be distributed via
700 distributors across the country. It is estimated that India has over 124 million TV
households, with roughly 80 million using the conventional cable delivery platform.
FEATURES OF BIGTV
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1. Guide:
The Guide let’s you know what’s on TV and plan your viewing. The easy- to- follow
electronic program guide (EPG) lists all the channels available on TV, Radio and Cinema.
The Guide gives an up-to-date program schedule for 7 days.
2. Mini Guide:
The Mini-Guide is the quickest way to find out what’s playing on other channels while
watching LIVE TV. It lists all available channels and displays information about the
selected programme at the bottom of the screen. It even allows you to set reminders, sort
channels, enable subtitles and change to alternate audio languages (if available).
3. Customise Guide:
You can customize the Guide to set up reminders, favourites and parental lock.
 Favourites:
You can set up a personal programme guide of the channels you watch the most and
create up to 8 of your favourite channel lists with personalised name and unlimited
channels. Once created, you can view, access, add, delete or modify your list from the
Guide and Mini-Guide as well.
 Parental Control:
The parental controls’ safe lock not only enables you to lock a channel but also block
programs based on their content rating. For instance, if you lock programs with ‘Adult’
rating, all programs across channels with an ‘Adult’ rating will be automatically blocked.
A lock icon will appear on the screen if anyone tries to tune to ‘locked’ content which can
be unlocked only by using your unique PIN.
 Reminders:
The Reminder lets you set reminders for programmes in advance. Once you set a
reminder, a ‘Clock’ icon appears before the program name in the Guide, Mini-Guide and
Search results.
4. My Top Ten:
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The My Top Ten service in your Easy Program Guide and Mini Guide, which gives you a
list of the ten most frequently watched channels.
5. Cinema:
The Cinema gives you the freedom to watch movies the way you want to. You can watch
movies on Pay-Per-View as well as Monthly Subscription basis. It offers a wide variety of
genres like Action, Comedy, Thriller, Romance, Family, Classic and Mega Hit in English,
Hindi and Regional languages.
6. SELECT:
SELECT offers you instant access to top entertainment, news, movies, sports, kids and
music channels at a glance. This feature is an interactive mosaic window that displays 12
Live TV channels from one category per screen. On the selected channel, you can even
view a short description of the current programme.
7. iNTERACTIVE:
iNTERACTIVE applications are input based services of BIGTV. There are three categories
of the iNTERACTIVE service:
a. iGAMES
b. iASTRO
c. iCOOKING
8. iCARE:
iCARE is the service application of BIGTV. iCARE tells you about Subscription offers,
Unique Offers and answers all your queries from finding quick fix to small issues and
recharging your account. The on-screen user guide additionally helps you with a demo to
show you the most efficient way of using BIGTV.
SUBSCRIPTION PACKAGES
STARTER PACK
I. Starter 1:
1. Hindi Entertainment channels: DD, DD Bharti, Star Plus, Star Utsav, Star One,
Sony Entertainment TV, SAB TV, Sahara One
2. Hindi Movie channels: SetMax, Star Gold
3. Music channels: Music India, MH1
4. Fashion & Lifestyle channels: FTV
5. Knowledge channels: DD Gyan Darshan
6. Spiritual channels: Aastha, Sanskar, Shradha, GOD
7. Children & Teen channels: Disney Channel
8. News channels: DD News, Star News, Aaj Tak, India TV, Sahara Samay Rashtriya, Tez,
Lok Sabha TV, Rajya Sabha TV
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9. Sports channels: DD Sports
10. Regional channels: Misc. regional channels(18); DD(7); Star(2)
II. Starter 2:
Hindi Entertainment channels: DD, DD Bharti, Star Plus, Star Utsav, Star One, Sony
Entertainment TV, SAB TV, Sahara One, Colors, Firangi, Bindass
1. Hindi Movie channels: SetMax, Star Gold, Bindass Movies, Filmy
2. Music channels: Music India, MTV, Channel V, MH1
3. Fashion & Lifestyle channels: FTV
6. Knowledge channels: Discovery Channel, National Geographic Channel, Animal Planet
7. Children & Teen channels: Disney Channel
8. News channels: DD News, Star News, Aaj Tak, India TV, Sahara Samay Rashtriya, Tez,
CNN IBN, Headlines Today, Times NOW, Lok Shabha TV, Rajya Sabha TV
III.Starter 3:
1. Hindi Entertainment channels: DD, DD Bharti, Star Plus, Star Utsav, Star One, Sony
Entertainment TV, SAB TV, Sahara One, Colors, Firangi, Bindass, Zee TV, 9X
3. English Movie channels: Star Movies, Sony PIX
4. Music channels: Music India, MTV, Channel V, 9XM, VH1, MH1
5. Fashion & Lifestyle channels: Discovery Travel & Living, Zoom, FTV
8. Knowledge channels: Discovery Channel, National Geographic Channel, Fox History
& Entertainment, Animal Planet
9. Children & Teen channels: Disney Channel, Animax, Jetix, Nick
10. News channels: DD News, Star News, Aaj Tak, India TV, Sahara Samay Rashtriya,
Tez, 9X News, CNN IBN, Headlines Today, Times NOW, Lok Shabha TV, Rajya
Sabha TV
11. Sports channels: Ten Sports, ESPN, Star Sports, DD Sports
12. Regional channels: Misc. regional channels(19); DD(7); ETV(1); Star(2)
IV. South Starter:
1. Hindi Entertainment channels: DD, DD Bharti, Star Utsav, Star One, Sahara One,
Colors, Firangi, Bindass, 9X
2. English Entertainment channels: Star World, AXN
4. English Movie channels: Star Movies, Sony PIX
6. Fashion & Lifestyle channels: Discovery Travel & Living, Zoom, FTV
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8. Knowledge channels: DD Gyan Darshan, Discovery Channel, National Geographic
Channel, Fox History & Entertainment, Animal Planet
9. Children & Teen channels: Disney Channel, Animax, Jetix, Nick
IV. MAX Pack:

1. Hindi Entertainment channels: DD, DD Bharti, Star Plus, Star Utsav, Star One, Sony
Entertainment TV, SAB TV, Sahara One, Colors, Firangi, Bindass, Zee TV, 9X
2. English Entertainment channels: Star World, AXN, Zee Cafe
3. Hindi Movie channels: SetMax, Star Gold, Bindass Movies, Filmy, Zee Premier, Zee
Cinema, UTV Movies
4. English Movie channels: Star Movies, Sony PIX, HBO, Zee Studio, World Movies
6. Fashion & Lifestyle channels: Discovery Travel & Living, Zoom, Zee Trendz, FTV
8. Knowledge channels: DD Gyan Darshan, Discovery Channel, National Geographic
Channel, Fox History & Entertainment, Animal Planet
9. Children & Teen channels: Disney Channel, Animax, Jetix, Nick, Hungama, Cartoon
Network, Pogo
10. News channels: DD News, Star News, Aaj Tak, India TV, Sahara Samay Rashtriya,
Tez, 9X News, Zee News, CNN IBN, Headlines Today, Times NOW, BBC World
News, CNN, NDTV 24x7, Lok Shabha TV, Rajya Sabha TV.
REGIONAL PACKS
1. Bangla-Oriya Plus:
2. Telgu Plus:
3. Gujarati-Rajasthani Plus:
4. Tamil Plus:
5. Kannada Plus:
6. Marathi Plus:
7. Bangla- Oriya Plus:

8. Malayalam Plus:
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TOP UP PACKS
1. News Plus
a. CNN
b. Zee News
c. Zee Business
d. Aaj Tak
2. English Movie Plus
a. HBO
b. World Movies
c. Zee Studio
3. Hindi Movie Plus

a. Zee Cinema
b. Zee Premier
c. UTV Movies
4. Kids Plus
a. Hungama
b. Cartoon Network
c. Pogo
5. Sports-1 Plus
a. ESPN
b. Star Sports
6. Sports-2 Plus
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a. Neo Sports
b. Neo Cricket
7. Elite Plus
a. BBC World News
b. Zee Café
c. Zee Trends
8. South Plus
9. News NDTV Plus

a. NDTV 24x7
b. NDTV Profit
10. Entertainment NDTV Plus
a. NDTV Good Times
b. NDTV Imagine
c. NDTV India
d. NDTV Metro Nation
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CURRENT POSITION
1. Reliance Big TV claims to have surpassed 1 million subscriber mark within 3 months of its
launch, with this Big TV holds 15 percent of the market share. This announcement comes a
month after Big TV touched five lakh subscribers.
2. Recently Dish TV reached 4.5 million customers, thereby capturing 53 percent of the
market share. So this segment, which is expected to grow upto 10-12 million customers by
November 2009, is certainly gathering momentum.
3. Catering to the masses, Reliance Big TV has expanded its retail network to around 75,000
outlets across 10,000 towns which will provide recharge vouchers (RCVs) for its DTH
service.
4. BIG TV, India’s first fully digital and fastest growing DTH service, achieved the 1 million
subscriber mark, within 90 days of its launch. Following this achievement, BIG TV has
achieved a market share of 15 per cent in just 3 months in the fast-evolving Indian DTH
sector, which is nearly 60 months old in India.
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Comparison of Promotional
Strategies
BIG TV
RELIANCE STRATEGY
Reliance Big TV, a wholly-owned subsidiary of Reliance Communications is targeting a 40
per cent share of the DTH market in the next 12 months. Offering over 200 channels,
Reliance Big TV would initially be made available at 1 lakh outlets and across 6,500 towns.
The 6 million DTH markets with four players today are expected to add another 10-11
million subscribers with Reliance Big TV DTH joining the fray. Reliance Big DTH would be
tapping into the customer base of the ADA Group’s other companies to build its subscriber
base in the business. This would comprise the 50-million customer base of Reliance Mobile,
5 million customers of Reliance Energy, the 4 million of Reliance ADA Group shareholders
and the 2 million partners of the Reliance PCO channel.
Brand Marketing -
The new DTH brand is planning to tap into every type of media — ranging from the net,
hoardings, radio, print, and television along with special experience zones to demo kiosks at
TV outlets. There would be new features, including subscription video on demand and a 32
cinema hall to play movies according to the customers’ convenience.
Reliance Big TV would also used the ICC Champions Trophy held in September to showcase
its new DTH services as Reliance ADA Group is already one of the sponsors of these
matches. Besides, once Reliance Big Broadcasting starts its own channels, it would offer the
same on its DTH platform as well. At the same time, Reliance ADA Group is also ready with
its IPTV services.
Following are some of the features that Big TV is promoting extensively in its
advertisements:
1. Picture-in-Picture (PIP) that would enable viewers to watch twelve TV channels at the
same time on any TV set in the country.
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2. Enabled by worlds most advanced MPEG4 technology Platform for DTH services, BIG
TV
3. BIG TV DTH service is available at 1 Lakh retail outlets, including over 240 Reliance
World and 2000 Reliance Mobile Stores, across 6500 towns in the country.
4. First and only DTH operator to launch 32 Movie Channels and a Subscription Video on
Demand service.
BIG TV Edges
 Provides MPEG-4 quality channels for better viewing experience.
 Lowest tariff offers.
 Niche foreign channels for high end customers which are not provided by current DTH
service operators.
 Provide 200 TV channels in the initial stage.
 12 satellite transponders.
 Set top boxes will have Digital Video Recording facility.
 Easy programming guide & 24x7 Customer Service.
 Interactive services and Parental control.
OFFERS AND ADVANTAGES
 Rs 1,000 installation charges including STB (Set Top Box).
 Cheapest package starts at Rs 100.
 Provide 20 movies a week & radio station.
 “Mozit” technology- 12 channel previews at one time.
 Attractive packages in alliance with LCD TV manufacturers.
 Multichannel previews per screen & Personalized top 10 channel list.
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PACKAGES OFFERED
 Popular Pack
 Premium Pack
 South Premium Pack
 MAX Pack
 South MAX Pack
 Regional Pack
PROMOTIONAL OFFERS
 Price of Big TV set top box: Rs 1,000- 1,200.
 Subscription package: Rs 200- 300.
 Aggressive and attractive offers like free STB and LCD+ Big TV etc. Complete channel
package may available at around Rs 250.
 The company has planned 10,000 hoardings, 15,000 television advertising spots, 20,000
radio spots and 500 newspaper inserts.
 Cross-bundling with Big Cinemas and Adlabs
 Launched a scheme for Reliance Energy customers
Some promotional offers by BIG tv are-
 BIG TV introduces special onam offer for kerala.
Reliance BIG TV has introduced a special offer in Kerala for Onam festival. The new Smart
South 2590 offer comes with a Get Starter Kit priced at Rs 1490 and recharge voucher worth
Rs 1100, inclusive of all charges.
Subscribers in Kerala are in for a treat as the offer comes with total of 83 channels, including
15 Sun Network channels and more South regional language channels.
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BIG TV launches with offer of Rs. 2490
Big TV was officially launched last year August and is priced between Rs 2490 to Rs 4990
(including installation charges), depending on the scheme selected by the customer. The
service will be available in over 100,000 outlets across 6,500 towns in the country, including
over 2,000 exclusive Reliance branded stores.
 Special offers lined up to promote BIG TV
With In a month after its launch, Big TV adopted an aggressive approach to promote its
service. The company planned 10,000 hoardings, 15,000 television advertising spots, 20,000
radio spots and 500 newspaper inserts. That's not the end of it, special bundling packages are
slated to be launched across other properties of Reliance ADAG.
In the pipeline, is cross-bundling with Big Cinemas and Adlabs where the product will be
demonstrated, or Big TV will be promoted through their sites like Big Adda and the gaming
portal.
 BIG TV to bundle LCD televisions
Reliance ADAG, is in talks with leading television manufacturers in the country for bulk
LCD televisions to bundle along with its direct-to-home (DTH) service. According to a senior
LG executive said, "Reliance Communications had asked us to submit our quotation for the
26-inch LCD television sets, which we have already done. The order range could be as large
as 30,000 to 40,000 LCD sets initially."
 BIG TV schemes for reliance energy customers
Reliance ADAG has launched a scheme to help in the promotions of Big TV. Created for the
Reliance Energy users, the marketing scheme boasts of Big TV's affordability as compared to
its Tata Sky and Dish TV counterparts.
The bill contained one advertisement speaking about "Big Masti on Big TV", talking about
48
Big savings with, over 200 channels, Mpeg 4 compression, Pay per view and a digital
experience.
BIG TV’S ADVERTISEMENTS DRIVE
We spoke about the Big TV advertisement that will be aired on television soon, but Reliance
ADAG, are not depending solely on the biggest advertisement made in India.
Big TV ads have been spotted in all the major newspapers today across India as well as the
streets and bus stops of Mumbai.
The company has not forgotten the online medium either, Big TV has launched an online
marketing campaign on the search engine giant Google.
This has been complemented by placing ads through online networks like Google Adwords,
on a variety of blogs and websites on the Internet.
This weekend we passed several Big TV advertisements on the streets of Mumbai, take a
look at this MCGM Information Kiosk donning the girl with the Big TV remote.
49
Not only have the Advertisements appeared on Bus stops in town, but if you pass by H20
near Marine Drive, you spot these Big Advertisements on either side of the road.
50
Today Hindustan Times, DNA and the Times of India (TOI) are seen carrying full page
advertisements. The first image in this post was present on the front page of the TOI and the
second page had this full page Big TV advertisement.
We are pretty sure Big TV's competitors are pulling their socks up as Reliance's
advertisement strategy is definitely getting a lot of eye ball views. If you compare it to Tata
Sky's lousy ad campaign where they talk about 24x7 darshan of temples on your TV.
People who want to go to temples will go to the temple, people want entertainment on their
TV and now we have a Big choice!
BIG TV’S MARKETING DRIVE
51
 Big TV’s joy of ownership campaign
To solidify its foothold in the Indian market, Reliance Big TV recently unveiled its brand
campaign based on the concept of 'Joy of Ownership'.
The Rs 50 crore campaign focuses on customer testimonials, where users speak about their
viewing experience, freedom from the cable operators, wider choice of channels and
upgrading their standard of living.
 Big TV, Oxigen tie-up for more recharge options
In a bid to enhance its customer service experience, Big TV has tied up with Oxigen, the
single point recharge services in India, to offer its subscribers an option to recharge from
Oxigen outlets across the country.
Subscribers can now make payments through credit cards, debit cards, internet banking, IVR,
mobile mode payment (SMS) or by calling the toll free number 1800-200-9002
 Big TV launches aggressive ad campaign
As part of its 360 degree marketing approach Big TV has decided to advertise with not only
the top 15 radio stations in the country covering 10,000 radio spot on stations across the
country but an intensive Television, Print Advertisements and Online Promotion in a bid to
promote its DTH service.
The 360 degree campaign is to promote the message of BIG TV as a one stop entertainment
source in India in the next two months. According to the company they offer more channels,
more movies and more interactive services than any other DTH provider
 Big TV expands retail network to sell vouchers
Catering to the masses, Reliance Big TV has expanded its retail network to around 75,000
outlets across 10,000 towns which will provide recharge vouchers (RCVs) for its DTH
service.
The network includes local grocery stores, gift stores and utility stores, that's a good
marketing strategy, making it easily accessible for its subscribers. Reliance is also exploring
online and mobile mode payment options
52
 Big TV’s massive advertisement campaign
We spoke about the Big TV advertisement that will be aired on television soon, but Reliance
ADAG, are not depending solely on the biggest advertisement made in India. Big TV ads
have been spotted in all the major newspapers today across India as well as the streets and
bus stops of Mumbai.
The company has not forgotten the online medium either, Big TV has launched an online
marketing campaign on the search engine giant Google. This has been complemented by
placing ads through online networks like Google Adwords, on a variety of blogs and websites
on the Internet.
 Making of the Big TV launch commercial
We are glad to give you the making of the Reliance Big TV Commercial that comprised of a
seven day shoot in remote parts of Rajasthan and Mumbai.
With over 1000 people involved, including artists and experts from four different countries
recorded on over a 100 camera setup.
 Big TV purchases set top boxes in bulk
Everything seems rather big with Big TV, Reliance seems to have placed an order for 5
million set top boxes in an attempt to make them cost as much as a MPEG-2 set top box that
its competitors sell in the country.
Reliance ADAG has placed orders from vendors in Korea, China and Taiwan at a cost that's
lower than the market price by around 25% this would help them sell their STBs at similar if
not lower prices than the ones being sold in India.
 Bachchans Brand ambassadors for Big TV
53
Big TV and Big B - Amitabh Bachchan unite to form a massive joint venture for Rs 1500
crore to focus on creating original products in the field of movies, TV, Internet, mobile and
liveshows.
The Bachchan family - Amitabh, Abhishek, Aishwarya - is considered to be the most popular
Bollywood family, and this deal would give Big Entertainment an edge over others.
 Reliance Entertainment Rebranding with Moniker Big
Gearing up for the launch of Big TV which is likely to be this month, Reliance Entertainment
is undergoing a major re branding with the aim of having a single brand 'Big' across all its
entertainment verticals, like Big TV, Big FM channel, Big Pictures, the production company,
to name a few.
DISH TV
ABOUT
• Having 35000 outlets & 2.0 millions subscriber all over in India.
• Brand Ambassador- Mr. Shahrukh khan.
• Tag line- “Dish karo wish karo”.
• Offical partner- Indian Cricket League.
PACKAGES
 Dish Maxi Plus
54
 Dish Maxi
 Dish Welcome
 Dish Freedom Plus
 Silver Pack
 Dish Multi TV
 Dish Mini
 Dish A La Carte
 Channel Preview
 New Channel
 Exclusive Channels
VALUE ADDED SERVICES
 Movie On Demand.
 Gaming
 Astro Active
 Sports Active
 News Active
 EPG
 Multilingual Services
 Other Active Services
55
DISH TV 2008
 Dishtv launches Active Astro service
 Dishtv Announces Matrimonial Service “Shaadi Active”
 South HATTRICK OFFER
 NDTV Imagine now available on dishtv
 9X available on dishtv
 Dishtv appoints Vinay Agarwal as New CEO
 ESPN Sports bonanza offer
 Set Top Box free offer
MODE OF ADVERTISING
 Newspapers.
 Magazines.
 Canope.
 Electronic Media.
 Own Channel.
Marketing strategy Dish TV

1. Segment: launch as per area, region. Geographical location etc.
2. Target: both rural and urban consumers sec B,B+ and above
56
3. Price benefits and advantage.
4. Be attractive with new advertising and new promotional offers at festival seasons.
5. Creat word of mouth publicity.
6.360 degree approach.
7. TVC, print radio outdoor point of sale etc.
8. Reinforcing attributes of the brand and reiterate its positioning
9. Emotional appeal.
The film opens with sharukh khan
Saying,”pehali bar, aasman mein live Dish TV.
Car mein Live dish TV.
computer mein bhi Live Dish TV”.
57
He criticizes those who are still content
with their “old dead cable TV”.
The latest sales promotion

scheme of the Dish TV which
is related to
“Dish TV Set up Box Free”
with push the print ad” aaj ki
taja khabr”
Advertisement campaign in
the print and electronic
media.
Discount schemes for quarterly / half yearly / yearly plans.
58
Recharge card from “Itz” promotion campaign.
Media planning
59
Broadcasting timing
As it is targeted to coomon peple who existing users are of cable tv. Mainly, these people are
showing the entertainment channels such as zee tv, sony tv zee cinema , etc. Channel. And
for the broadcast time mostly prefer for in between the tv serial or movie. Ther is no fix time
duration of advertisement.
The timing of the ad is 44 seconds. Due to constraints of budget and broadcasting

frequency the company has to edit the time duration of ad.
FREQUENCY OF ADVERTISEMENT
There is no any particular frequency. It depends on the situation and movie time.
60
CHAPTER-3
RESEARCH
METHODOLOGY
61
3.1 Universe & Sources of data
Methodology adopted in this research consists of exploratory research initially, followed up
by Questionnaire design. Lastly, markets research was done in the form of questionnaires
followed by the analyses and summarization.
Thus the methodology consisted of:

 Exploratory research
 Questionnaire design
 Data collection through interviews and market surveys
 Data analysis and summarization
RESEARCH DESIGN
The project required exploratory research. Convenience sampling was done to reach out to
the respondents and the responses were collected using Questionnaire.
The study is being conducted in Delhi & the NCR region.
The sample size is 100.
3.2 METHOD OF DATA COLLECTION

In the study, data was collected through the Personal Survey and Online Survey method. A
structured set of Questionnaire was prepared to be filled by various respondents.
MODE OF DATA COLLECTION

Data collection is an elaborate process in which we have made a planned research for all the
relevant data. The research is on the basis of information collected on the derived topic
hence the information on data plays an important role in research. Information and data has
been gathered through primary and secondary sources.
1. Primary Data
Primary Data is a data collected originally for a particular enquiry. In the present research
study, data is essentially collected through:
62
a. Questionnaires
b. Personal Conversations
2. Secondary data
Secondary Data are those which are collected by some agencies and are used for further
studies. In the present study, some information is also gathered using:
a. Websites
b. Magazines
c. Newspapers
SAMPLING METHOD
Different methods can be employed to select the sample units. These methods termed as
sampling methods, fall under two broad categories:
1. Probability Sampling Method:

In probability sampling methods, the sample units are selected at random. Random sampling
follows a precisely specified system where there is no scope for any biased selection of
sample units. Randomness ensures that he selection of units takes place by sheer chance. It
means that every member of the population has an equal chance of being selected.
2. Non-Probability Sampling Method:
In non-probability sampling methods sample units are selected in non-random manner. The
selection may be opportunistic or purposive; it may be based on the convenience or the
judgment of the researcher; the choice is deliberate, not random.
In the study undertaken, Convenience Sampling (Non-Probability Sampling Method) has
been used due to the nature of the study and the objectives undertaken.
LIMITATIONS OF THE STUDY
The major limitations of the study include:
63
1. Responses could have been inaccurate:
Due to the large number of packages offered by DTH service providers, the respondents
could not have remembered them and inaccurate responses could have been given.
2. Inability to apply statistical tools:

The relationships so derived from the frequency distribution analysis could not be verified
with statistical tools such as regression analysis as the models were not giving a reliable fit.
3. Sample Size:
The sample size was less – 100 only, because of the difficulty in conducting the survey with
respondents with in given time frame.
64
CHAPTER-4
DATA ANALYSIS &
INTERPRETATION
65
QUES-1 General Information:
Age
_____12-17years _____18-24years
_____25-34years _____35-44years
_____45-59years _____60years & above
Gender
_____Female _____Male
Occupation
_____Self Employed _____Salaried
_____Student _____Other
Annual Family Income
_____ Up to Rs.1,00,000 _____ Rs.1,00,000 – Rs.2,00,000
_____ Rs.2,00,000 – Rs.3,00,000 _____Rs.3,00,000 & above
INTERPRETATION:
Majority of the respondents of the study belong to the age group of 18-24years, followed by
25-34years, 35-44years and 45-59years. There are 13 respondents in the 60years&above age
group whereas two respondents are teenagers, in the age group 12-17years.
66
INTERPRETATION:
The study was conducted keeping in mind that both the genders are taken in equal
consideration. The female respondents are one more in number as compared to the male
respondents.
INTERPRETATION:
Students form the majority of respondents for the study at 31%, though just marginally,
followed by salaried respondents at 30%. The survey includes 23% Housewives, 10% Self
Employed, 5% retirees and one unemployed respondent.
67
INTERPRETATION:
91% respondents belong to the Rs.3,00,000 & above Annual Family Income group and the
remaining 9% fall in the Rs.2,00,000-Rs.3,00,000 category. This clearly shows that DTH is
not a viable option for the Low Income Group families are none of the respondents have
Annual Family Income less than Rs.2,00,000.
QUES-2 Your daily average TV viewing time.

Less than 2 hours 2-4 hours
4-6 hours More than 6 hours
68
INTERPRETATION:
The above graph shows that daily average TV viewing time of respondents mostly belongs to
the less than 2 hours of viewing TV and after that there are respondents who watch nearly 4-6
hours of daily average TV and there are also respondents who belongs to 2-4 hours of
average view time and rest are exceptions for more than 6 hours of daily average watching
TV.
QUES-3 Time since you are using DTH.

Less than 1 month 1-6 months
6 months to 1 year More than 1 year
69
INTERPRETATION:
The study shows the majority of respondents (56%) have been using DTH for more than 1
year, while 26% of the respondents are using DTH for the last 6 months to 1 year. 10% of the
respondents are found to have begin using DTH only in the last month.
QUES-4 DTH service you are currently using.

BIG TV digital TV (Airtel) dishtv
Tata Sky Other _____________
70
INTERPRETATION:
The study shows the majority of respondents are using Tata Sky (68%) followed by dish tv
(24%). Early-movers advantage seems to be the reason for Tata Sky’s higher share. BIGTV
and digital TV (Airtel) are found to be used by only 3% of the respondents apiece.
QUES-5 Awareness of the different package offerings of your DTH service provider.
Completely Partially aware Completely
Aware unaware
71
INTERPRETATION:
It was found that only 23% of the respondents are fully aware of their DTH service provider’s
packages. The majority at 74% are only partially aware of the packages, whereas 3% are
unaware.
QUES-6 Satisfaction with the number / variety of channels provided in the general package
(entry level / base package).
Very satisfied Satisfied Neither satisfied

nor dissatisfied
Dissatisfied Very dissatisfied
72
INTERPRETATION:
The study shows that majority of respondents (46%) are satisfied with the number and/or
variety of channels provided in the General package by their DTH service provider. While
33% are neutral about the satisfaction, 13% are Very dissatisfied.
QUES-7 Current offering of package(s) by your DTH service provider varies favourably or
unfavourably from the time of the launch of the service.
Favourable change No change Unfavourable

change
Can’t say
73
INTERPRETATION:
The study shows that majority of the respondents (35%) feel there is no change in their
service providers packages since the time of the launch of the service, and 33% respondents
cannot decide whether the packages have changed or not. 18% there is a favourable change
whereas 14% are of the view that package changes are disadvantageous to them.
QUES-8 Satisfaction with the picture and sound quality of your DTH service.
nor dissatisfied
74
INTERPRETATION:
The study shows that majority of respondents (59%) are satisfied with the picture & sound
quality of their DTH service provider; while 32% are neutral. No respondent is very
dissatisfied with the e picture & sound quality, while 6% are very satisfied.
QUES-9 Current picture and sound quality as compared to the initial promise of the service
provider
Better Same Worse
Can’t say
75
INTERPRETATION:
The study shows that majority of respondents (67%) feel that the actual picture & sound
quality of their service provider meets the initial promise. 15% found it to better, and while
15% couldn’t decide.
QUES-10 One parameter on which you want to switch your DTH service provider.
Cost (Packages offered) Reception quality
Disruption in service After-sale services
Other: __________________ Won’t switch
76
INTERPRETATION:
Majority of the respondents (46%) do not want to switch their DTH service provider. The
parameters on which respondents wanted to switch their service provider are:
 Cost : 24%
 Reception quality :13%
 Disruption in service : 7%
 After-sale services : 7%
 Ss Other - Variety of channels : 3%
This clearly indicates that many respondents (24%) feel that their DTH service provider is
expensive viz-a-viz the competitors.
77
digital TV Other- DD
Income Group BIGTV dishtv TataSky
(Airtel) Direct+
up to Rs.1,00,000 0 0 0 0 0 0
Rs.1,00,000- Rs.2,00,000 0 0 0 0 0 0
Rs.2,00,000- Rs.3,00,000 0 0 2 3 2 7
above Rs.3,00,000 3 3 22 65 0 93
100
INTERPRETATION:
It has been clearly found out that DTH is not a viable option for the Low Income Group
families, who have Annual Family Income less than Rs.2,00,000. Also, the late entrants
BIGTV and digital TV (Airtel) are costlier than TataSky and dishtv. Thus no respondent with
Annual Family Income in the category Rs.2,00,000-Rs.3,00,000 opts for them.
Instead, they are found to go for the free to air DTH service of Doordarshan, DD Direct+ and
established players TataSky and dishtv.
78
Gender
Switching Parameter
Female Male
Cost 15 9
Reception quality 5 8
Disruption in service 5 2
After-sale services 6 1
Other- Variety of channels 1 2
Won't switch 19 27
51 49
INTERPRETATION:
This analysis shows an interesting fact that a majority of female respondents (37%) are
satisfied with their DTH service provider, and Won’t Switch. But, almost 29% of the female
respondents find their DTH service to be costly and are willing to switch it.
In contrast to female respondents, only 18% of males find their DTH service to be costly and
are willing to switch their provider on cost basis, and 16% are not satisfied with the reception
quality and are looking for alternatives. But the majority of male respondents (55%) do not
want to switch their DTH service provider.
79
Occupation
Daily Average TV Other-
viewing time Other- Other-
Student Salaried Self Employed Retire
Housewife Unemployed
d
Less than 2 hours 8 20 7 3 1 0
2-4 hours 11 5 3 5 0 0
4-6 hours 11 5 0 13 2 0
More than 6 hours 1 0 0 2 2 1
31 30 10 23 5 1
INTERPRETATION:
The study shows that Daily Average TV Viewing Time is 2-4 hours and 4-6 hours for the
majority of student respondents. This figure drops down to Less than 2 hours for 66% of the
salaried respondent, due to lack of time.
Similar is the case with self employed respondents, of whom 70% have Daily Average TV
Viewing Time less than 2 hours.
In contrast, majority of housewives respondents (57%) are found to watch TV on an average
for 4-6 hours daily.
In addition, the study shows that 40% of retired respondents and the sole unemployed
respondent watch TV for more than 6 hours daily.
80
Satisfaction Level
DTH service
provider Very Neither satisfied nor Very
Satisfied Dissatisfied
satisfied dissatisfied dissatisfied
BIGTV 0 2 1 0 0 3
digital TV (Airtel) 0 1 1 1 0 3
Dishtv 0 7 9 2 6 24
TataSky 1 36 22 3 6 68
Other- DD Direct+ 0 0 0 1 1 2
INTERPRETATION:
The study shows that majority of respondents using BIGTV (67%) are satisfied whereas the
respondents using digital TV (Airtel) have not clearly decided about their satisfaction for the
number and/or variety of channels provided in the General Package.
The study further shows that 53% of the respondents using TataSky are satisfied with the
number/variety of channels provided in the General Package while 32% remain undecided.
In addition it was found that majority of respondents using dishtv (37.5%) are neutral about
their satisfaction with the number and/or variety of channels provided in the General Package
whereas 25% are very dissatisfied.
The study also shows that respondents using the free-to-air service, DD Direct+ are
dissatisfied with the number and/or variety of channels provided in the General Package.
81
DTH service Change Perception
provider Favourable change No change Unfavourable change Can't say
BIGTV 1 1 0 1 3
digital TV (Airtel) 0 2 0 1 3
Dishtv 10 2 3 9 24
TataSky 6 30 11 21 68
Other- DD Direct+ 1 0 0 1 2
INTERPRETATION:
The study shows that respondents’ perception using BIGTV about the change in packages is
undecided as of present, owing to the fact that BIGTV is a late entrant in the DTH market.
The study also shows that majority of respondents using digital TV (Airtel) (67%) have the
perception that packages haven’t change since the launch of the service. This is because the
service was only recently launched.
The study further shows that the majority of respondents using dishtv (42%) perceive the
package changes by the service provider as a favourable change for them.
In addition, the study shows that the majority of respondents using TataSky (44%) feel there
is no change in the packages, while 16% have the perception that the packages have become
unfavourable to them now as compared to the time of the launch of the service.
82
CHAPTER 5
FINDINGS
AND
CONCLUSIONS
FINDINGS
 Most of the respondents about the Dish tv
 Most of the respondents said that Dish tv provide HD quality video
83
 Most of the respondents said that Dish tv provide Parental Lock
 Most of the respondents said that Dish tv provide reasonable Price Range
 Most of the respondents said that Dish tv provide good after sale service support
 Most of the respondents said that Dish tv provide Dolby Digital + 5.1 surround sound
 Most of the respondents said that Dish tv provide online recharge option
 Most of the respondent respondents said that Big tv provide recording option in Set Top
Box
 Most of the respondents said that Big tv is 16:9 wide ratios
 Most of the respondents said that Big tv advertisements are effective
 Most of the respondents said that Dish tv use celebrity advertisement
 Most of the respondents said that Dish tv is easily available in market
 Most of the respondents said that Big tv provides better recharge options
84
CONCLUSION
After DTH was criticized at its launch in 2004 after implementation of CAS in Delhi, it
seems DTH has become the saviour of the people, providing superior picture and sound
quality at rates comparable and competitive to traditional cable television with the arrival of
new competitors in this sector.
It was found that DTH is not for the lower class and is marketed towards middle and upper
class, being out of reach of even many lower-middle class people. Though they do have an
option of using the free-to-air DD Direct+, but then the channel offerings are of no match to
the other DTH service providers.
DTH undoubtedly offers larger channel variety but the packages offered by the DTH service
providers are something to be looked into, as many subscribers still don’t find it satisfactory.
Instead of packages, subscribers can be given an option of picking and choosing individual
channels, which at present is available only in a limited manner.
At present, the offerings of two most recently launched DTH services, BIGTV and digital TV
(Airtel) are offering greater number of channels in the beginning to a new subscriber for a
period of 3 to 6 months, but a detailed study shows that their subscription packages are at par
with TataSky; the market leader in DTH in Delhi; and in some packages digital TV (Airtel) is
even expensive than TataSky.
Cost is found to be the biggest factor for female subscribers to switch their DTH service
provider, but the majority are satisfied with their provider and do not wish to switch. In
addition, for male subscribers cost as well as disruption in service is a parameter to make the
switch, though larger number of male subscribers won’t switch as compared to female
subscribers.
Dish tv is found to be the cheapest of the four when it comes to subscription packages, but its
subscribers are not satisfied with the reception quality. TataSky and dishtv, both suffer from
disruption of service, and companies need to solve this issue as a small number of subscribers
are willing to switch on this parameter too.
85
CHAPTER 6
SUGGESTIONS
&
RECOMMENDATION
86
SUGGESTIONS
The following suggestions have been made:

1. Offer all channels on an individual basis to the consumers without the
need of their subscribing to package(s):
All the DTH service providers at present are offering channels in pre-designed packages, and
offering only a select few channels as single channel add-ons. This is seriously limiting the
choice of consumers, and many consumers are found to be dissatisfied with the current
offerings of packages. The DTH service providers should come up with an option of
consumers choosing individual channels without having to subscribe to a base package.
2. Target female consumers to reduce likelihood of switching of service
provider:
The study has identified that switching parameter is gender dependent and there are larger
number of female consumers in comparison to male consumers who are willing to switch
their DTH service provider, who put0 greater emphasis on cost as well as after-sale services.
The service providers thus must target female consumers separately, laying emphasis on
affordability and better services.
3. dishtv- Improve reception quality:
dishtv consumers are found to be dissatisfied with the reception quality and dishtv should
work on removing the flaw in their service. In the competitive DTH market, the DVD picture
and CD sound quality have become the minimum standards, and if dishtv keeps suffering in
this department, it can dent its market share.
4. dishtv- Verify and remove the cause of disruption in service:
dishtv in particular, suffers from disruption in service during a storm and/or heavy rainfall.
Preliminary investigation has identified the smaller size of their dish antennas to be the cause
of this problem. It should work to verify the identified cause of the problem and resolve it at
the earliest.
5. BIGTV-Maintain the quality too while giving lucrative offers.
87
BIBLIOGRAPHY
88
WEBSITES:
 www.wildblueskies.com/online-media-strategy/india-leads-growth-in-direct-to-home-
satellite-television/
 http://www.airtel.in/digitaltv
 www.bigtv.co.in
 www.dishtv.in
 www.tatasky.com
 http://www.airtel.in/digitaltv/interactive
 www.wikipedia.com
 www.google.com
 www.ask.in
JOURNALS / MAGAZINES:
 India Today
 Business World
NEWSPAPERS:
 Times of India
 The Economic Times
 Hindustan times
Books:
 Kothari, C.R., Research Methodology, New Age Publications.

 Malhotra, Naresh K., Marketing Research, An Applied Orientation, Fourth Edition,
Pearson Prentice Hall, 2005, Part II, pp. 71-340.
 Chisnall, P.M. (1985). Marketing: A Behavioural Analysis. 2nd edn. McGraw-Hill
89
ANNEXURE
QUESTIONNAIRE
This questionnaire aims to determine the consumer perceptions of DTH service

providers, along with awareness of different offerings and IPTV.
1. General Information:
 Sage
_____12-17years _____18-24years
_____25-34years _____35-44years
90
_____45-59years _____60years & above
 Gender
_____Female _____Male
 Occupation
_____Self Employed _____Salaried
_____Student _____Other
 Annual Family Income

_____ up to Rs.1,00,000 _____ Rs.1,00,000 – Rs.2,00,000
_____ Rs.2,00,000 – Rs.3,00,000 _____Rs.3,00,000 & above
2. Your daily average TV viewing time.

Less than 2 hours 2-4 hours
4-6 hours More than 6 hours
3. Time since you are using DTH.

Less than 1 month 1-6 months
6 months to 1 year More than 1 year
4. DTH service you are currently using.

BIG TV digital TV (Airtel) dishtv
TataSky Other _____________
5. Awareness of the different package offerings of your DTH service provider.

Completely Partially aware Completely
aware unaware
6. Satisfaction with the number / variety of channels provided in the general package (entry
level / base package).

nor dissatisfied
7. Current offering of package(s) by your DTH service provider varies favourably or

unfavourably from the time of the launch of the service.
Favourable change No change Unfavourable

change
91
Can’t say
8. Satisfaction with the picture and sound quality of your DTH service.
nor dissatisfied
9. Current picture and sound quality as compared to the initial promise of the service
provider.
Better Same Worse
Can’t say
10. One parameter on which you want to switch your DTH service provider.
Cost (Packages offered) Reception quality
Disruption in service After-sale services
Other: __________________ Won’t switch
92

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A MAJOR PROJECT

UNDER THE GUIDANCE OF:

MS. SHIKHA DUA

RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES

Chapters Contents Page No.

Chapter 1 Introduction to the topic 9

Objective of the study 14

Chapter 2 Company profiles 26

Chapter 3 Comparison of Promotional 45

Chapter 4 Research Methodology 61

Chapter 5 Data Analysis 65

Place: Delhi Name: SHUBHAM GUPTA

Roll no. 01880301713

Ms. SHIKHA DUA

Roll No.: 01880301713

Course: B. B.A. (VI SEMESTER)

1.1 INTRODUCTION TO THE TOPIC

Today the market shares of various players are as follows:

Dish TV: 30%

Sun Direct: 25&

Tata Sky: 22%

Big TV: 137

INDIAN BROADCASTING PIE

d. Internet Protocol Television (IPTV)

f. Bargaining power of buyers

g. Inter firm rivalry

1. To study DISH TV and BIG TV and their offerings.

o Status of the company in the market

1.3 LITERATURE REVIEW

Sandeep Varma and Doris (2006)

Sivasundaram Umapathy (2007).

Indian Readership Survey (2008)

RNCOS industry Research Solutions (2009)

Current DTH Players in the Market:

COMPARISON OF INDIA’S DTH SERVICE PROVIDERS

Tata Sky Offers:

At least 150 channels

Tata Sky Cost-

Rs 2499 for dish and installation charges

Rs 175 for 65 channels

Rs 310 for 123 channels

Rs 2490 for dish and installation charges

Basic pack of Rs 100 for 44 channels

Rs 175 for 101 channels

Top-up packs from Rs 25 to Rs 40

HOW DOES IT WORKS :

A DTH network consists of a broadcasting centre, satellites, encoders, multiplexers,

Headquarters -Noida, India

CEO -Arun kapoor

Area served -India, Pakistan, Sri lanka, Nepal, Bangladesh

Industry -DTH pay TV

Parents -zee network enterprise

Brand ambassador -Shah rukh khan

II. Gold Pack:

SOUTH INDIA & REGIONAL PACKS

III. Starry Pack:

IV. Super Star Pack:

V. Zee Premium Pack:

VII. English Delight:

VIII. Sports Fiesta:

IX. Top Score:

HEADQUARTERS - Dhirubhai Ambani knowledge city, Navi Mumbai,