A Research report to determine the reasons for low popularity of Airtel Digital TV vis-à-vis the competitors by carrying

out an in-depth research of consumer perception.

Submitted By: Puneet Acharya 32102 Marketing A

CERTIFICATE

This

is

to

certify

that

the

internship

report

titled

“To

determine the reasons for low popularity of Airtel Digital TV vis-à-vis the competitors by carrying out an in-depth research of consumer perception” is a bonafide record of work done by Mr. Puneet Acharya under my guidance in partial fulfillment of the requirements for the training programme at Airtel (Modern Trade) .

Prof. Rajesh Panda Marketing Dept. SIBM, Pune

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DECLARATION

I hereby declare that this internship report titled “T o d e t e r m i n e t h e r e a s o n s for low popularity by of Airtel out Digital an TV vis-à-vis research the of competitors carrying in-depth

c o n s u m e r p e r c e p t i o n ”, which is being submitted in partial fulfillment of the Tr a i n i n g P r o g r a m m e a t A i r t e l is the result of the work carried out by me, under the guidance of Prof. Rajesh Panda (Faculty, Marketing Dept, SIBM, Pune) further submit that this work has not been submitted before to anyone for any other purpose.

Puneet Acharya

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2/23/2010

ACKNOWLEDGEMENT

I take immense pleasure in thanking Dr. Arun Mudbidri, Director, SIBM, Pune and for having permitted me to carry out this project work.

I wish to express my deep sense of gratitude to my Internal Guide, Prof. Rajesh Panda, Faculty, Marketing Dept, SIBM, Pune for his able guidance and useful suggestions, which helped me in completing the project work, in time.

Finally, yet importantly, I would like to express my heartfelt thanks to my beloved parents for their blessings, my friends/classmates for their help and wishes for the successful completion of this project.

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..............................Contents Executive Summary.........14 Primary Research Objective...........................................................................14 Secondary research objectives......................................................................28 Annexure 1...........................................27 Perceptual Mapping.............................................................................................................................................................................................................................................................................17 Findings: .......................12 Management problem & influencing factors..............................20 Recommendations: ...................................................................10 Porter’s five force model...32 .....................................17 Analysis Techniques used...........................................14 Research Objectives...................................................................................................10 Strategies and Competition in the Industry.........................................................33 Major competitors.........................................................14 Management problem.....................16 Sample Collection...............14 Objectives..........8 GROWTH OF THE INDUSTRY...............................................................6 Brief profile of players in the industry.......................................................................................30 ................15 Research Approach.....................................................................................................................................................................................................................................32 Annexure 3................................................................................................................................................................................................................................36 5| Page 2/23/2010 ...........................................................................................................................................32 Annexure 2............................................................................14 Influencing factors.........

This was also the time when the state owned Doordarshan and All India Radio came under a new holding called as Prasar Bharti to give them enough autonomy. On the DTH front. With the average Indian getting younger. In 1991. 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. CAS was rolled out in 2003 staring from Chennai and later to parts of Delhi. This virtually destroyed the monopoly held by Doordarshan. The LCOs reported a lower number of connections where as the broadcasters demanded a higher rate.Executive Summary History: The history of Indian Television dates back to the launch of Doordarshan. In 1995. and hence more likely to spend on nonessentials. This led to the influx of foreign channels like Star TV and creation of domestic satellite channels like Sun TV and Zee TV. Prasar Bharti also started its product DD-Direct+ In 2007. Mumbai and Kolkata. TRAI issued the guidelines for operating DTH. the cable TV industry started which changed the way the average Indian watches the television. This led to an amendment of the Cable TV networks (Regulation) Act in 2002 to provide Conditional Access System (CAS). With CAS. Every city in India had a new breed of entrepreneurs called as cablewallahs or Local Cable Operators (LCO) taking in charge of distribution. government felt the need of regulation in Cable TV and passed the Cable TV network (Regulation) Act. Country’s first DTH license was awarded to Dish TV in 2003 which started operations in 2004. the last mile distribution could be addressable with accuracy and digitalization of 2 broadcasts was also possible. In 1992. MSOs were finding it difficult to operate under these conditions. TRAI proposed a new initiative by name “Headend-In-The-Sky (HITS)” model as an alternative to the existing cable distribution. deregulation of domestic businesses emerged. Instead of the MSOs providing the bundle. the country‟s national television network in 1959 when the transmission was in black & white. This led to the emergence of a new breed of firms called as Multi System Operators (MSO) who had heavy financial muscles to make capital investments and liaised between the cable operators and the channels. Since this was a disorganized sector carrying new channels on the existing infrastructure required new investments which the operators were reluctant to make. there will be a single HITS operator who will prepare the bundle of channels and beam it to the Headend in the satellite. the 6| Page 2/23/2010 . MSOs provide the feed to the local operators for a fee. Indian economy was liberalised from the license raj and major initiatives like inviting FDI.

List of players in the industry • • Doordarshan – (DD-Direct +) of Prasar Bharti Dish TV of ZEE group.entertainment industry has the potential to grow explosively in the future.450 billion with a CAGR of 18% over the next 5 years. Now the industry is ready to enter a second stage of growth powered by the twin engines of technology (availability of quality infrastructure and the accelerated penetration of digital connectivity) and an enabling regulatory environment. With the Indian economy growing at a GDP growth rate of 7. decodes it with the Set-Top Box and then sends stunningly clear picture and sound to TV which is the business under taken by some companies by observing the rate of growth and scope for business & opportunity in the Indian market which has 120 million viewers of TV. IPTV are suddenly finding presence in the country’s journals. digital cables. 2/23/2010 7| Page .4%. Terms which were alien to Indian’s like capital DTH. DTH Digital TV system receives signals directly from satellite through the dish. It is currently estimated at a worth of Rs. The average Indian’s disposable income and purchasing has risen to never before levels. The Indian entertainment and media industry is not far behind. there is a sense of growth prevailing everywhere.

Airtel digital TV. 2004. Dish TV Dish TV is the first private DTH satellite television provider in India. BIG TV of Reliance Anil Dhirubhai Ambani group. Tata Sky.0. Sun direct. Big TV. Owned by parent company Doordarshan. DD Direct+ is a free Direct to Home (DTH) service that provides satellite television and audio programming to households and businesses in the Indian subcontinent. using MPEG-2 digital compression technology. DD Direct Plus was launched on December 16. using MPEG2 digital compression technology. Sun direct of Sun Network. DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Enterprises Tata Sky Tata Sky is a DTH satellite television provider in India. Tata Sky DTH endeavours to offer Indian 8| Page 2/23/2010 . a public service broadcaster nominated by the Government of India. Now chairman of DD plus+ is Shri Arun Bhatnagar and CEO is B S Lalli under the ministry of information and broadcasting. Dish TV is a division of Zee Network Enterprise (Essel Group Venture). Tata Sky is a JV between the TATA Group and STAR. Airtel digital TV of Bharti telemedia Videocon d2h of Videocon industries Categorization of players in the industry: Government owned player: DD Direct+ Private players: Dish TV. transmitting using NSS Satellite at 95. Videocon d2h Brief profile of players in the industry DD DIRECT+ Doordarshan is the public television broadcaster of India and a division of Prasar Bharti.• • • • • Tata Sky joined venture between Tata and Rupert Murdoch’s Sky TV. Tata sky is incorporated in 2004.

2009.viewers a world-class television viewing experience through its satellite television service. a subsidiary of Reliance Anil Dhirubhai Ambani Group. It is the country's first MPEG 4 technology DTH service provider. 2008 with a 360 degree mega campaign 'Come Home to the Magic. This makes it 4th largest DTH service provider of India. Videocon d2h Videocon d2h is a DTH satellite television provider in India based in Mumbai. Airtel digital launched on 8 October. By 2009 it became leading DTH provider with 3 million subscribers. using MPEG-4 digital compression technology. it also came with DVD which is connected directly to the TV or antenna is connected to DVD which gives a best quality of output. Only the antenna is enough. BIG TV Reliance BIG TV is a DTH satellite television provider in India based in Navi Mumbai. It came with a very good strategy for selling both of its electronic products like TV’s DVD’s along with the new set top box. Reliance BIG TV limited is a part of Reliance Communications Ltd. Since then it has launched 2 other campaigns: ‘Stars come home’ (March 2009) and ‘DTH Picture Clarity (August 2009) has increased its channel base to 183+ channels. Because of the lowest pricing of any DTH in India Sun Direct spread rapidly all over the country. using MPEG-4 digital compression technology. 9| Page 2/23/2010 . The service was finally launched on December 2007. using MPEG-4 with DVB S2 digital compression technology.. It uses MPEG-4 digital compression. BIG TV started operations from 19 August 2008 with the slogan "TV ho To BIG Ho" Airtel digital TV Airtel Digital TV is a DTH (Direct to Home) service from Bharti Airtel. Videocon d2h launched May 1. This is offering direct to TV without any set top box also. Sun Direct Sun Direct is a DTH satellite television provider in India. It is the 5th DTH service launched in India.

The average Indian’s disposable income and purchasing has risen to never before levels. 20% annual growth is being witnessed in the DTH sector in India with over 8. 2. The industry is anticipated to add nearly 5 Lakh subscribers per month during 2010 and the numbers are forecasted to surge further at a CAGR of around 30% through 2012. there is a sense of growth prevailing everywhere. Focus 10 | P a g e 2/23/2010 .GROWTH OF THE INDUSTRY 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. Differentiation. matrimonial match-making.5 million households having digital pay-TV. Strategies and Competition in the Industry The generic strategies are: 1. The slowdown has certainly proved a boon for the Indian DTH industry as people have now started to cut on their entertainment expenditure and instead of viewing movies at theatres. etc.000 on each new subscriber acquired by them.4%. and 3. they are preferring to stay at home with their television sets. live recording of TV content. With the Indian economy growing at a GDP growth rate of 7. Cost leadership. A report attributes that the anticipated growth to the efforts of DTH industry players who are all trying to lure viewers by cutting down prices as well as offering perks even though it translates into loss of Rs 1.600-2. They have started to offer a number of valueadded services such as 'movie on demand'. "Indian DTH Market Forecast to 2012".

Focus Focus strategy is also known as a 'niche' strategy. 3. Differentiation Differentiation in DTH refers to when an organization provides unique benefits to the users through product innovation. A media organization with a target user loyalty can concentrate more on how to fully meet the target user’s needs rather than on product cost saving. or. TATA Photon plus is more niche oriented. 2. Thus Niche channels are the only way to maintain viewer loyalty.1. 11 | P a g e 2/23/2010 . The clutter of ads has now spilled out on the number of channel availability due to which people are spoilt for choice. the unique benefits the media products offer can over-offset the premium. Cost leadership In the case of media products. This is to increase the probability of the media users to choose the product. means they should be offered at a price lower than their competitors’ but with as good benefits.

the consumer is at his will to decide. the Ku band transponders are obtaining satellites and content. Bargaining power of suppliers DTH industry relies on three major suppliers. Customers will continue to have 12 | P a g e 2/23/2010 . Bargaining power of buyers With enough operations to choose both from the point of alternate mediums like cable. Customer premise equipment (CPE) Comparing of the satellite Dish.Porter’s five force model Threat of substitutes DTH gives stiff competition from the terrestrial. Set Top Box with the necessary Access Card. there are 130 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. the bargaining power of India DTH operators with CPE suppliers have been steadily increasing. As per the industry estimates. With India set to overtake Japan as Asia’s largest DTH by next year. cable & IPTV. As IPTV is a new entrant there is not much data on its subscriber base. IPTV and terrestrial broadcast and from the point of increasing DTH operators.

The competition from state owned DD-Direct to private players in negligible from the content point of view as the number of channels offered by DD-Direct is very limited. dish TV had price advantage in both the STB offers superiors DVD quality Video to its advanced STB. Between Dish TV is Tata Sky there is an intense rivalry exhibited by price war and discount schemes offered to new connections.While Dish TV is planning to spend Rs. 850crs over the next 3 years. Critical success factors: 13 | P a g e 2/23/2010 . While getting a licensee is relatively easy. threat of new entrants is low. Rivalry among existing firms With 3 operational players and 4 players in the queue. the barriers to entry are high when it comes to pricing of CPE and getting the required transponder. However. inter firm rivalry is quite high. DD-Direct does not change any monthly subscription charges. There is a definite.a high bargaining power until DTH platforms try to differentiate them as superior players with better content and clarity. There is already enough competition which will discourage new firms to enter this business.2000crs over the medium term. Threat of new entrants With already 7 player’s space in the DTH space. Being the first mover. The companies have also set ambitious targets with Dish TV aiming to reach 5 million subscribers in the next 18 to 20 months while Tata sky aiming to reach 8million subscribers in the next 18 to 20 months while Tata sky aiming for 8 million subscribers by 2012. the rival Tata Sky is willing to spend Rr. first mover advantage.

The management also wants to carry out a feasibility study for expansion of Digital TV service targeting semi-urban and rural areas. Secondary research objectives 14 | P a g e 2/23/2010 . customer service.Management problem & influencing factors Management problem The management of Airtel is that it wants to know the reasons for low popularity of Airtel Digital TV vis-à-vis the competitors and the factors that influence its buying behaviour. The population for the research would include existing Airtel Digital TV users and population that has subscribed to some other DTH service. This would bring to light the problems associated with the current service such as user friendliness. An extensive research would be carried out to determine the reasons for low popularity and success of Airtel Digital TV compared to competitors. It also wants to carry out the feasibility study to venture into semi-urban and rural areas which are being looked at the ‘next big thing’ by almost all companies across the country because of growing purchasing power of the consumers in these areas and changing attitudes and lifestyles. Influencing factors The factors as per management could be many• • • • Factors related to the product quality. channel availability amongst many. price point and availability Increasing competition Higher benefits offered by competitor ( Points of Differences) Factors related to technology associated with the product Research Objectives Primary Research Objective To determine the reasons for low popularity of Airtel Digital TV vis-à-vis the competitors by carrying out an in-depth research to find out consumer perception in state of Maharashtra. value voucher problems.

• To determine the standings by doing a comparative study of the various DTH players on their interactive services. The data from the research will help us identify the factors and their relative importance influencing the buying behaviour of consumers in case of DTH digital services. • • To do perceptual mapping of DTH players To determine the role of advertisements/Promotional activities in influencing the brand perception and buying decision in the DTH market. The data collected from Market research will also help us to find out if the positioning of Airtel Digital TV need to be changed. Repositioning might come out as a solution from the research.• To determine the role of price points influencing brand perception and buying decision in the DTH market. It will also help us in finding out the PODs (points of differences) that the consumers strongly associate with Airtel Digital TV. Objectives Data the research will generate The research is aimed at providing data to perform a comparative analysis of Brand perception of the different players in the DTH segment. It will also give us information as to which attributes are more important and the contribution of which of the variables is the highest in determining who the market leader is. Relevance of data to the marketing problem The data obtained will be crucial in analysing the differences in brand perception for the different DTH service providers and also help us in analysing the factors influencing the buying behaviour of customers. • To determine the attribute combinations affecting consumer preference in DTH market. 15 | P a g e 2/23/2010 .

Questionnaires Questionnaires method was used for Primary Data collection for Definitive research. It will also help us in doing a gap analysis between brand positioning preferred and the positioning perceived by the consumers.Value of information The information collected from this research can help us in gaining crucial insights on consumer buying behaviour in case of digital TV services. This helped us identify and select major attributes that the customers seek which affect their buying preference and behaviour. Similar group discussions were also carried out with retailers. 16 | P a g e 2/23/2010 . It was also done through online consumer forums and through opinion sites. Focussed group discussions were also conducted amongst individuals who had never subscribed to Digital TV service and had been using the traditional cable TV service to find out what they thought about it. Research Approach Data collection method/Primary research Initial data (Exploratory Research) was collected by conducting focussed group studies among well informed people who have been using Digital TV for more than a year. An online questionnaire was also prepared for people who prefer the online mode. Secondary research Secondary research was carried out through the use of resources available on the internet.

A need semantic differential scale was also used to decide the relative importance of the various attributes for purchasing a Ready to Eat food. Also we tried to focus more on the newly married professionals and technology loving youngsters as they would be more interested in buying Digital TV Service owing to their variety seeking behaviour and also because they were more aware. The measurement was designed to get a fair idea about the various attributes and conducted factorial analysis of the important attributes. The samples collected from internet were also very valuable in the research. The data was then extracted and put in MS Excel. if any. A 5 point Likert scale was used to find out the choice of specific brands.Measurement Instruments Rating scale was used for doing the comparisons between brands. Sample Collection We collected 30 samples for our analysis. The samples chosen were such that they had adequate awareness about Digital TV service or Using Cable TV but still having awareness about Digital TV service. The analytical technique that we have used is Attribute based Perceptual Mapping using Discriminant Analysis. The main demographics targeted were affluent people and double income families. Analysis Techniques used The analysis techniques were used on SPSS and various tests were performed to ascertain the factors influencing the consumer decision while subscribing for DTH services. This technique helps us to find out 17 | P a g e 2/23/2010 . All the further analysis was then carried out using SPSS. The samples were taken under the assumption that respondents who already have DTH service will be better able to answer the questions regarding the influencing factors and the reasons for their purchase.

match highlights. The percentage of variance explained by discriminant functions can be used to decide how many discriminant functions we use.com Active Stories Active Games Game Zone Games Bhakti (Mytho) Acitve iGames Stories Games Travel Active iTravel Darshan (Mythology) in partnership with Star News Active Sports iSports Sports Active Feature with camera angle.how a particular brand is perceived in relation to other competing brands. and then the attributes are also located. Active topper in association with 24x7guru. The Discriminant analysis output gives us the Eigen value of each function and the amount of variance it explains from the original data. Number of discriminant functions determines the number of axes of perceptual maps. The discriminant functions represent the axes on which the brands are first located. player statistics. A study was done on comparison of interactive services of DTH players Interactiv e Services Shopping Children learning Tata Sky Airtel digital Dish TV TV Big TV Active Mall iShop Active Wiz iLearn by Active Feature kids. multiple languages commentary 2/23/2010 18 | P a g e .com Learning. Active 24x7guru.

co m) Active Cooking (masters chefs) Active Astrology (Bejan Daruwala) Active News Star Airtel live iCity iCinema iAstro iCooking Cooking Astrology News iNet. Electronic Quick View.Matrimony Active Matrimony (bharat matrimony. iNews Astroactive with iAstro Pandit Ajay Bhambi iNews Active Feature Movies City Informatio n Book Movie Tickets Banking Reminders Child lock Extras Showcase iMatinee ICICI ACTIVE Alert Available Widgets. Programming iPizza Guide Reminders Available Electronic Programmin g Guide 2/23/2010 19 | P a g e .

Rest all the players are well equipped with the gaming feature. Dish TV and Big TV.  In the survey it was found that Tata Sky had the maximum share of subscribers among the five prominent DTH players. games. travel. Dish TV being the oldest player in the DTH sector 20 | P a g e 2/23/2010 .  Astrology and news are the only features which are provided by all the DTH players. cooking.  Dish TV and Airtel Digital TV are the next players after Tata Sky to grab the subscribers market. astrology and movies.  Some of the common services which are found in most of the DTH players are children learning programmes.  Airtel Digital TV is in the second position only after Tata Sky with respect to the variety of interactive services been provided.  Dish TV is the only DTH player among the above players that does not provide gaming option.Findings:  Tata Sky is in the numero uno position with respect to provision of interactive services as compared to other players like Airtel Digital TV. This is attributed to the fact of better service provision with prompt reply and wide variety of interactive services.  One of the distinguishing features of Dish TV is the banking facility known as ICICI ACTIVE which no other players provide in any format.

News and Cooking showed neck to neck competition.  It was not surprising to see Astrology catching the customer’s interest with famous astrologers like Bejan Daruwala.  The survey indicated that the customers preferred the Gaming feature more than any other interactive service which indicates that children interest too play significant part in selecting the DTH. Pandit Ajay Bhambi hosting the shows in the channel.  Big TV and Sun Direct have low market share. With middle income group growing in India. Sun direct is not catching up with other players due to lack of attractive features and high concentration of south Indian channels. it is predicted that there will be increase in tourism which will ultimately increase the need of portals giving travel services 21 | P a g e 2/23/2010 .has gradually lost its grip to Tata Sky. Airtel Digital TV being new in the sector has readily caught the market in a fast pace.  Travel.  The Movie was the second preferred segment of the customers.

22 | P a g e 2/23/2010 .  Generally senior citizens and children aged less than 4 years find it difficult to operate the remote. When asked Commercials to the customers about the ease of operating the remote control to find the interactive services then about 89% agreed to be it as Seen easy while 11% found it difficult to operate. This was due to the fact of having being written the function of each and every button than mere symbols which some other DTH remote do have.  The operation of remote control was found to be easiest in Tata Sky than any other DTH remote.

Shah Rukh Khan and Saif Ali Khan & Kareena Kapoor respectively.  The brand advertisements of Tata Sky. Tata Sky seems to be successful in its aggressive marketing plan where it is seen as the most widely viewed advertisement. Commercials Liked 23 | P a g e 2/23/2010 .  Airtel Digital TV and Dish TV are the next most viewed advertisements after Tata Sky. Dish TV and Airtel Digital TV are Aamir Khan.  Heavy advertisements results in better brand recall which results in higher sales of the product as could be seen in case of Tata Sky. Tata Sky was also voted as their favourite advertisement featuring Aamir Khan and Gul Panag.

 The survey showed that the majority of the cable consumers paid a monthly subscription in the range of Rs 225 to 325. Upto 20% each paid in the range of Rs upto 150 and Rs 150 to 225.  It also indicates that majority of the consumers are ready to pay in the range of Rs 225 to 325 and so the DTH players should cast their monthly subscription in this range only.  The price range of Rs 150 to 225 is also a lucrative one since the consumers would be readily willing to pay in this range. travel earns revenue for the DTH Company if properly executed. 24 | P a g e 2/23/2010 .  Interactive services like shopping. Almost three fourth of the population been interviewed felt that the Interactive services increase the value of DTH package.

This is because of popular celebrities like Aamir Khan and Shah Rukh Khan endorsing for the products.  The Airtel Digital TV gained popularity by advertising during IPL matches 2009 on SET Max. This achieved wide popularity for Sun Direct. Tata Sky and Dish TV share equal platform in terms of popularity among the cable TV consumers. The result is within a short period after its launch it spread its awareness.  Reliance Big TV gained awareness in about 13% of the population interviewed. 25 | P a g e 2/23/2010 .  Sun Direct followed an extension advertisement of Bajaj Exceed which had become very popular.

about 70% showed the intention to change from cable to DTH. With the population interviewed.  Tata Sky was the most preferred player among the consumers to change from cable.  Sun Direct was the least preferred among the consumers because of the heavy regional content.  Brand Image of the DTH was the most influencing factor among the consumers for changing to a particular DTH.  Schemes & packages was the next factor of consideration for rational consumers 26 | P a g e 2/23/2010 .

 Many a times cable consumers are fooled by their operators about the unavailability of particular channels which Airtel can make aware to the masses.  High initial cost of DTH including the STB was one of the inhibitions to change to DTH player.  Around 40% of the population interviewed does not understand the DTH schemes or are not satisfied with the existing schemes particularly the customer service. So improvements need to be made in this direction.  Some consumers were not satisfied with the existing package offered by the DTH players and some did not understand the schemes of the DTH players.  Tata Sky and Dish TV are most popular among the masses due to their distinct brand ambassadors. Airtel should come up with advertisements with a brand ambassador who has a stronger mass appeal to generate a top of the mind recall. Most consumers were satisfied with their existing Cable operators and did not intent to switch to any DTH player. 27 | P a g e 2/23/2010 . Recommendations:  The consumers will be very happy to pay in the price range of Rs 151 to 225 as a monthly subscription since most of the cable consumers pay more than Rs 225 to existing cable operators.  Peculiar problems like having more than one TV also restricted the consumers to go for DTH.

In this research technique. Following are the observations obtained from MDS – In the above perceptual mapping there are two dimensions along which the mapping was done. a questionnaire was designed and responses were collected from 30 customers surveyed which were put into statistical package of SPSS known as Multi Dimensional Scaling (MDS). whereas Dimension 2 indicates „Emotions‟ ranging from Rational to Emotional. 28 | P a g e 2/23/2010 . Following were the conclusions drawn –  Tata Sky was rated as the best player with respect to provision of Customer Service.  Big TV was rated as a poor player in terms of Customer Service. Dimension 1 indicates „Customer Service‟ ranging from Poor to Excellent.Perceptual Mapping A perceptual mapping of the five strong players in the DTH market was carried out to produce a picture of the competitive landscape from a customer point of view identifying the aspects or factors that customers use to conceptualise their choices.

DTH potential in Rural Areas: Contrary to the perception that Direct-to-Home (DTH) television technology is an urban or a metro phenomenon.000). Uttar Pradesh. Big TV or Tata Sky are also banking on their pre-paid mobile 29 | P a g e 2/23/2010 .  The other brands viz. and Rajasthan are the leaders in DTH subscription. There are 126 million cable homes in the country.  Small distance between Airtel Digital TV and Dish TV indicate that they are more or less perceived similar by the customers.e. 70 per cent of its DTH subscribers reside in rural areas and towns with a population under a million.4 million DTH connections or 48 per cent to the overall DTH subscriber base In terms of geographical location.2 million. Tata Sky. flexible payment structure and new interactive services. The southern market is dominated by Sun Direct DTH services. Tata Sky. while in high-income households (monthly income above Rs 50. Over seven million DTH subscribers. contributing over 6. Tata Sky is the dominant DTH brand. Punjab. Set Top Box (STB) and monthly subscription.  Customers appeared to be more emotionally attached with Dish TV. Within the rural markets. the report says. where Dish TV and DD Direct Plus are the clear leaders.2 million. Goa. come from rural markets alone. DTH players such as Airtel Digital TV. Sun Direct and Big TV have distinct images in the customers mind. or more than half the total of 13. And metros like Delhi or Mumbai contribute only 2-3 per cent to the overall DTH subscriber base of 13. Dish TV and Sun Direct DTH services are preferred brands in top metros. It also indicates a close competition between the two players. North India and Western India together contribute over 8. while the southern market contributes 3. The DTH players are now looking at cost-effective subscription packages to woo consumers in small towns.2 million.4 million DTH subscribers. Sun Direct was considered to be rational in terms of its schemes and packages. Towns of a population under one million (semi-urban towns) contribute another two million DTH subscribers The states of Maharashtra. it is Dish TV and DD Direct plus DTH services that have the most penetration. of which 50 per cent are based in rural India. So far the marketing campaigns of DTH operators have focused on sound and picture quality. being the oldest player in the DTH market and endorsement of its brand ambassador i. Shah Rukh Khan.

Since how long have you been using DTH service? Less than 6 months. Does the interactive service offered by the DTH companies influence your decision of purchasing a particular DTH? Yes No 7. more than 3 years 3.and fixed line customers in tier II and tier III cities to bite the bait. Big TV. Movies. Are you willing to purchase your existing DTH without any interactive services being offered. How do you find the interactive system to use? Complicated Easy 6. Others (please specify) ____________ 5. Others are working on low-cost STBs and offering tailor-made packages. Are you aware of the interactive services offered by the various DTH players? Yes No 4. Which DTH brand service do you use? Tata Sky. Sun direct 2. cooking. though with reduced price? 30 | P a g e 2/23/2010 . 2 to 3 year. Annexure 1 Questionnaire on DTH Interactive Services 1. Astrology. Do you find the interactive service helpful in your daily needs for example cooking. and have schemes where new DTH subscribers get free talk time on their phone connections or other such freebies. Airtel digital TV. Dish TV. Rural has the potential to push volumes—but there are still hurdles for DTH companies. especially language channel packages that suit rural consumers’ interest. Which active service do you use frequently? Games. learning etc? Yes No 8. 6 months to 1 year. 1 to 2 year.

Do you take part in the various contests held in the interactive channels? Yes No 18.Yes No 9. Paresh Rawal) B) Dish TV (Shah Rukh Khan) C) Airtel digital TV (A. Any other service which you would like to have in the interactive package? 10. Which company DTH commercial have you seen so far on TV? Tata Sky Dish TV Airtel digital TV Reliance Big TV Sun direct 11. Which is your favourite commercial among the DTH players? A) Tata Sky (Aamir Khan & Gul Panag. do you feel that the interactive services increase the value of the DTH package? Yes No 31 | P a g e 2/23/2010 . Saif & Kareena) D) Reliance Big TV E) Sun direct 12. Which interactive service have you purchased recently? 16. Are you aware of the ad of Tata Active Learning featuring small school boys as Einstein? Yes No don’t remember 13.R Rehman. Overall. Are you aware of big TV’s 32 cinema hall feature? Yes No 15. Hrithik Roshan. Have you made use of the services like iPizza? Yes No 17. What do you feel about the feature of watching cricket from different angles as provided by Tata Sky and Dish TV? Very innovative Interesting Not useful 19. Are you aware of Dish TV’s service of banking facility with ICICI bank? Yes No 14.

Do you get all your required channels from your cable operator? Yes No 4.Annexure 2 Questionnaire for Consumers of Cable TV 1. Would you like to change from your cable operator to any of DTH players? Yes No 8. Since how long you have been using cable TV? Past 6 months 6 months to 1 year 1 to 3 years more than 3 years 2. If answer to Q7 is yes. Are you satisfied with the services of your cable operator? Yes No 7. From the list provided below which DTH players are you aware of? Tata Sky Dish TV Airtel Digital TV Others (then specify) _____________ Big TV Sun Direct 6. then which DTH provider would you like to change? Tata Sky Direct 32 | P a g e Dish TV Airtel Digital TV Big TV Sun 2/23/2010 . How much do you pay for monthly cable? Upto Rs 150 above Rs 400 Rs 151-Rs 225 Rs 226-Rs 325 Rs 326-Rs 400 3. If answer to Q3 is no. then what reason does your cable operator gives for not providing the required channel? 5.

Others (then specify) _____________ Annexure 3 Questionnaire for Perceptual Mapping Q1 – Give your ratings regarding the redressal of complaints for the DTH companies? 1 denotes Excellent and 5 is Poor 1 Tata Sky Dish TV Airtel Digital TV Big TV Sun Direct TV 2 3 4 5 Q2 .Give your ratings for the promptness of response from the DTH companies? 1 denotes Excellent and 5 is Poor 1 Tata Sky 2 3 4 5 33 | P a g e 2/23/2010 .

Dish TV Airtel Digital TV Big TV Sun Direct TV Q3 – Rate the given below DTH companies according to the overall customer service provided by them? 1 denotes Excellent and 5 is Poor 1 Tata Sky Dish TV Airtel Digital TV Big TV Sun Direct TV 2 3 4 5 Q4 – Give your ratings for the economy of the schemes and packages of the various DTH players? 1 denotes Excellent and 5 is Poor 1 Tata Sky Dish TV Airtel Digital TV 34 | P a g e 2 3 4 5 2/23/2010 .

Big TV Sun Direct TV Q5 – Give your ratings according to the emotional impact of the advertisements of the DTH companies? 1 denotes Excellent and 5 is Poor 1 Tata Sky Dish TV Airtel Digital TV Big TV Sun Direct TV 2 3 4 5 Q6 – Give your ratings according to the overall entertainment level provided by the DTH companies? 1 denotes Excellent and 5 is Poor 1 Tata Sky Dish TV Airtel Digital TV 35 | P a g e 2 3 4 5 2/23/2010 .

4903.Big TV Sun Direct TV Major competitors Dish TV 168 channels. 7 movie channels.990 (initial payment). Rs 300 for 140 channels USP: Free gaming portal. Rs 100 for up to 85 channels. multilingual voice-overs coupled with astrological services and customized sports 36 | P a g e 2/23/2010 . 21 audio channels Price between Rs 2.

499 for initial installation. Rs 310 for 123 channels USP: Interactive offering like quiz. story telling. Rs 175 for 65 channels. broadcast like shrines and cooking portals among other offerings 37 | P a g e 2/23/2010 .TATA Sky 150 channels Price Rs 2.

USB port in the set-top box 38 | P a g e 2/23/2010 . niche channels at low add-on charges. Rs 175 for a pack of 101 channels USP: Movie channels on a monthly subscription.BIG TV 202 channels.499 for initial installation. Rs 100 for bouquet of 44 channels. 32 movie channels and 10 interactive channels Price Rs 2.

Low cost makes it easily available 39 | P a g e 2/23/2010 . Rs. or the English movie package.SUN DIRECT 110 Channels (initially no Hindi channel) Initial installment of Rs. the kids’ package.1999 with one year free subscription. which cost Rs 20-140 more.75 per month Add-ons such as the Hindi package. USP: It’s not a rich man’s product.

Prasar Bharti owned DTH service which is free to air service which just needs an initial installment to buy set top box. 40 | P a g e 2/23/2010 .

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