In order to achieve the organization goal we should first determine the needs and wants of target customer so that we can give the desired satisfaction more effectively and efficiently. The marketing concept states that the services provider first determines the needs and expectation of the customers, organize input to deliver the service and achieve customer satisfaction and earn ultimately profit. The other marketing definition focus on the relationship and promises of service business activity – marketing means to establish relationship by giving promises , maintain an enhance relationship with customer so that the objectives of the organization meet. The type of research design used in this project is explorative that data is explored with the help of questionnaires. The population means the customer (DTH subscriber in Wadala) which is but the sample size of the survey conducted is 30-40. The survey brought very important issues in to the light which is that the company does not provide quality network to the customers and hence the customer face the network and re-top problem. The company should improve its network quality in order to retain the existing customers and attract the new customer. The researcher decided to focus on the customer satisfaction of the DTH customers to give possible findings and suggestions, if any.





Customer is the king of the market in this competitive world. The success of any company depends upon the satisfaction of its customer. Especially in the service industry Due to the unique features of the service it is very difficult to measure the satisfaction and benefits derived from the service by the customer. So the researcher has decided to undertake this topic ‘Scope of DTH’and special server undertook at Wadala. Hence the primary objectives of the study are as follows. 1. To find out the extent of customer satisfaction of DTH. 2. Research design of DTH 3. To find out the difficulties they are facing while using the service. 4. To give suggestion and recommendation to DTH company service provider in the country if any. 5. To understand the customer’s perception and expectation regarding the service they use. 6. To get knowledge about the DTH in India.


a blueprint is needed (or what is commonly called the map of house) well thought out and prepared by experts architect. Need for research design Research design is needed because it facilitates the smooth sailing of the various research operations. thereby making research as efficient as possible yielding optimal information with minimal expenditure of effort. Meaning of research design “A research design is the arrangement of conditions for collection and analysis of data in manner aims to combine relevance to the research purpose with economy in procedure. Research design stands for advance planning of . Just as for better. similarly a research design or plan in advance of data collection and analysis is needed for the research project. More formalized means of obtaining information to be used in making decisions. it constitutes the blueprint for the collection. time and money. As such the design includes an outline of what the researcher will do from writing the hypothesis and its operational implication to final analysis of data. economical and attractive construction of a house. measurement and analysis of data.” In fact the research design is the conceptual structure within which research is conducted.SCOPE OF DTH MARKET IN WADALA RESEARCH DESIGN Research is a systematic and intensive study directed towards a more complete knowledge of subject studied.

As such ‘the research design appropriate for such studies must be flexible enough to provide opportunity for considering different aspects of a problem under study’. In built flexibility in research design is needed because the research problem. The major emphasis in such studies is on the discovery of ideas and insights. Type of research design Research design in this project is experience survey which is a method under the explanatory research studies. Preparation of research design should be done with great care as any error in it may upset the entire project. time and money. keeping in view the objective of the research and the availability of staff. The method in the context of research design for such a study is:- . which fact may necessitate changes in the research procedure for gathering relevant data.SCOPE OF DTH MARKET IN WADALA methods to be adopted for collecting the relevant data and techniques to be used in their analysis. The main purpose of such studies is that of formulating problem for more precise investigation or of developing the working hypothesis from an operational point of view. is transformed into one with more precise meaning in explanatory studies. Explanatory research studies Explanatory research studies are also termed as formulative research studies. broadly defined initially.

Population The service provider has a 3. . For such a survey people who are competent and can contribute new ideas may be carefully selected as respondent to ensure a representation of different types of experience. The researcher must prepare an interview schedule for the systematic questioning of informants. This will also give an opportunity to the respondents for doing advance thinking over the various issues involved so that at the time of interview they must enable the researcher to define the problem more consciously and help in formulation of research hypothesis. the experience collecting interview is likely to be long and may last for few hours.7-million subscriber base and hopes to touch 4 million in next couple of months.SCOPE OF DTH MARKET IN WADALA Experience survey Experience survey means the survey of people who have had practical experience with the problem to be studied. The respondents so selected may then be interviewed by the investigator. But the interviewer must ensure flexibility generally. Hence it is often considered desirable to send a copy of the questions to be discussed to the respondents well in advance. This survey may provide the practical information about the practical possibilities for doing different types of research. The object of such a survey is to obtain insight into the relationship between variables and new ideas relating to the research problem.

magazine and books. The researcher has also used the secondary information to understand the background of the topic from the various websites. A well structured questionnaire was formed and the DTH customer are selected on the basis of the researcher convince. The questionnaire has given with the option for each question to the customer and feedback or the opinion has been taken. Study methodology Researcher has used the primary data to study on the topic.SCOPE OF DTH MARKET IN WADALA Sample size Sample size refers to the number of items to be selected from the population to constitute a sample. The sample size should be optimum. . Interpretation and graphs are drawn on the basis of the feedback and opinion to make a conclusion and give suggestions. The sample size of the survey conducted is 30.

Some of them also told that the researcher should give some token or gift to them.e. iii) Due to lack of time some customers did not ready to mark the option honestly so the searcher has given the questionnaire to them to take feedback and collected on the next day. Some of them are as follows i) Some of the customers who are not happy about the service are not ready to discuss about the DTH service.Information that the project demanded was that how the customer feel about the service they use i. DTH service. The researcher has convinced them and requested them to participate. The researcher will not sell this information to the third party.SCOPE OF DTH MARKET IN WADALA Limitation faced during the project During the data collection & during the distribution of questionnaire. The researcher has faced many problems during the collection of data and distribution of questionnaire. ii) During the distribution of questionnaire some of the people thinks that it is just waste of time as they are not getting anything in return. The researcher has convinced them by telling that is not for commercial purpose is just for academic purpose only. .

CHAPTER 3 LITERATURE REVIEW .SCOPE OF DTH MARKET IN WADALA iv) The researcher has faced the problem while selecting the customer so the population has selected on the basis of convenience to the researcher.

Following are the simplified steps on how DTH works: 1.7 to 14. The satellite receives the signals at Ku Band 3. The Dish Antenna at subscriber’s home receives the signals 4.SCOPE OF DTH MARKET IN WADALA INTRODUCTION Direct To Home (DTH) is a distribution platform for multichannel TV programmes on Ku band (high frequency of 11. The set top box decodes the signal and sends it to TV set . The term predates DBS satellites and is often used in reference to services carried by lower power satellites which required larger dishes. Broadcaster Sends the signals 2.55 Gigahertz) by using a satellite system which transmits signals directly to subscriber premises.

. which was government owned. The prestigious history of Indian television has envisioned the development of audio visual media in the nation.SCOPE OF DTH MARKET IN WADALA History of Indian Television History of Indian Television dates back to the early 1980s with the only channel Doordarshan. The Ramayana and Mahabharata were the first major television series produced. During the 1980s Indian small screen programming began and at that time there was only one national channel Doordarshan. By the late 1980s more and more people started to buy television sets. This serial reached the zenith of the world record viewership numbers for a single program.

Sales of TV sets. The thinkers and policy makers of the country. it spread haltingly and transmission was usually in black and white. previously a monopoly of Doordarshan. though television to be a luxurious element that Indians could do without. producers. Program production. The main lesson learned from this experience was that an indigenous television program could attract and build a large loyal audience over the duration of the serial. as reflected by licences issued to buyers were just 676. which had just been liberated from centuries of colonial rule. was then opened to the group of aspiring artists. suggesting the power of television commercials. Most of the talented individuals got connected with the television industry. Highly popular television soap operas began with Hum Log in 1984-85. Maggi 2-Minute Noodles. and technicians. The advertising carried by Hum Log promoted a new consumer product in India. the government-run national television system in India.615 until 1977. directors.SCOPE OF DTH MARKET IN WADALA Television in India has been in existence for about four decades. For the first 17 years. . evoked a programming revolution at Doordarshan. In 1955 a Cabinet decision was taken disallowing any foreign investments in print media which has since been followed religiously for nearly 45 years. The rapid expansion of television hardware in India increased the demand for developing more program software to fill the broadcast hours. generating big profits. The public rapidly accepted this new consumer product.

Shri Krishna. was quickly followed by Buniyaad. The second turning point in the history of Indian television came in the early nineties with the broadcast of satellite TV by foreign programmers like CNN followed by Star TV and a little later by domestic channels such as Zee TV and Sun TV into Indian homes. serials were in large numbers on Doordarshan. and generated vast advertising earnings for the Indian government through Doordarshan. Huge hits included historical serials such as The Sword of Tipu Sultan and The Great Maratha. to be then eclipsed by the phenomenally successful Mahabharata in 198889. There were initially two ignition points in the history of Indian television. attracted smash ratings. and mythological dramas like Ramayana (1987-88) and Mahabharata . and Om Namah Shivay. a historical soap opera about the partition of British India into India and Pakistan in 1947. religious serials such as Jai Hanuman. and Udaan. and family serials like Shanti. one of the most popular Hindi serials. Ramayana. In this period no private enterprise was allowed to set up TV stations or to spread TV signals. fantasy serials like Shaktimaan. The first in the eighties when colour TV was introduced by state-owned broadcaster Doordarshan (DD) timed with the 1982 Asian Games which India hosted. Indian viewers had to make do with DD`s regulated fare which was non-commercial in nature and directed towards only education and socio-economic development. Entertainment programmes were few and far between.SCOPE OF DTH MARKET IN WADALA Hum Log. And when the solitary few soaps like Hum Log (1984). Before this. Hum Raahi. In 1987. These popular television programs attracted large audiences. a Hindu religious epic. It then proceeded to install transmitters nationwide rapidly for terrestrial broadcasting. In the 1990s. Television has come to the forefront only in the past 21 years and more so in the past 13. Advertisers quickly understood the advantages of advertising their products on a medium that reached a huge national audience.

. began arguing in policy-making circles that a nationwide satellite television system could play a major role in promoting economic and social development. Others turned entrepreneurs and started offering the signal to their neighbors by connecting cable over treetops and verandahs. there was only one television transmitter in India. At Sarabhai`s initiative. the Indian government permitted the concept of "hybrid" television broadcasting system consisting of communication satellites as well as ground-based microwave relay transmitters. Based on its recommendations. This again fuelled the purchase of sets in the remote regions where cable TV was not available. millions of viewers stayed glued to their sets. When. and take advantage of the lack of infrastructure (until 1972. Doordarshan responded to this satellite TV invasion by launching an entertainment and commercially driven channel and introduced entertainment programming on its terrestrial network.SCOPE OF DTH MARKET IN WADALA (1988-89) were televised. speed up the development process. From the large metros satellite TV delivered through cable moved into smaller towns. spurring the purchase of TV sets and even the upgradation from black and white to colour televisions. Sarabhai envisioned that the satellite component would allow India to leap multiple steps into the state-of-the-art communication technology. urban Indians learnt that it was possible to watch the international affairs on television. they gradually bought dishes for their homes. a farsighted technocrat and founder of India`s space program. Dr Vikram Sarabhai. a national satellite communication group (NASCOM) was established in 1968. located in Delhi). In the mid-1960s.

Indian viewers were exposed to more than 50 channels by 1996. at least half a dozen either folded up or aborted the high- . The footprint of the television signal would cover almost one-third of the earth`s surface. More and more people set up television cable networks until there was a time in 1995-96 when an estimated 60. A satellite in this geo-stationary orbit is believed to be a perfect platform for television broadcasting. The net outcome was that the number of cable operators in the country fell to 30. some evolved advertising and some also from the field of journalism. satellite television was introduced in India after surveying the constant popularity of Indian television. Software producers came up to cater to the programming boom almost overnight. Satellite broadcasting fits naturally with India`s immense size. Some talent came from the film industry. More foreign programmers and Indian entrepreneurs flagged off their own versions. From two channels before 1991. This phenomenon led to resistance from smaller cable operators who joined forces and started functioning as MSOs. Essentially. which cable operators were unable to make. and with the ability of satellites to overcome natural barriers to television signals like mountains.000 cable operators existed in the country. Gradually.000. The initial success of the channels had a snowball effect. Most of the networks could relay just 6 to 14 channels as higher channel relaying capacity demanded heavy investments. The rash of players who rushed to set up satellite channels discovered that advertising revenue was not large enough to support them. Some of them had subscriber bases as low as 50 to as high as in the thousands.SCOPE OF DTH MARKET IN WADALA Eventually. satellite communication removes the cost of distance in transmitting television (or telephone) messages. The multi-system operators (MSOs) started buying up local networks or franchising cable TV feeds to the smaller operators for a typical fee.

and then acquired for $871 million by Rupert Murdoch`s gigantic News Corporation in 1995. The government started taxing cable operators in a proposal to generate revenue. The government made efforts to get some regulation in place by setting up committees to propose what the broadcasting law of India should be. The rates varied in the 26 states that go to form India and ranged from 35 per cent upwards. The network. Some of them also converted their channels into basic subscription services charging cable operators a specific carriage fee. was founded in 1991. The Supreme Court passed a judgment that the air waves are not the property of the Indian government and any Indian citizen wanting to use them should be permitted to do so. It was estimated that by 2000 India would have the world`s largest cable and satellite markets with cable connectivity to 35 million homes. more than 40 private television channels were available to Indian audiences. headquartered in Hong Kong. The first private network to capitalize on the opportunity provided by direct broadcast satellite (DBS) was STAR-TV. By the late 1990s. While STAR-TV was the catalyst for direct satellite broadcasting into India. and by foreignowned broadcasters like Sony. The authorities moved in to regulate the business and the Cable TV Act. which was passed in 1995. its path was rapidly followed by Indian-owned private networks like Zee-TV. originally owned by the Hutch Vision Group of Hong Kong. and started operating in a restricted manner. "STAR" stands for Satellite Television for the Asian Region. comprising some 150 million cable viewers.SCOPE OF DTH MARKET IN WADALA flying plans they had drawn up. as the sector was still being governed by laws .

SCOPE OF DTH MARKET IN WADALA which were passed in 19th century India. a BJP-led government has been threatening to once again allow DTH Ku-band broadcasting and it has been talking of dismantling the Prasar Bharati and once again reverting Doordarshan`s and All India Radio`s control back in the government`s hands. But before that it issued a ban on the sale of Ku-band dishes and on digital direct-to-home Ku-band broadcasting. which the Rupert Murdoch-owned News Television was threatening to start in India. Stateowned telecaster Doordarshan and radiocaster All India Radio were brought under a combined company called the Prasar Bharati under an act that had been gathering dust for seven years. politicians. But the United Front government fell and since then the report and the Bill was not brought under consideration. A broadcasting bill was drawn up in 1997 and that was introduced in parliament. the Prasar Bharati Act. A committee headed by a senior Congress (I) politician Sharad Pawar and few other politicians and industrialist was set up to analyze the contents of the Broadcasting Bill. The Indian television industry went on to switch the fortunes of some . The Act served to give autonomy to the broadcasters as their management was left to a supervisory board consisting of retired professionals and bureaucrats. But it was not passed into an Act. The year 2000 will be remembered for a single show in the history of Indian television. In 1999. and consumers and a report was even drawn up. It held discussions with industry. 1990.

The Indian television or the small screen has achieved strata of indispensability. In recent times. 2000 was a turning point in Zee TV`s history as well. Kaun Banega Crorepati. not only became the most-watched programme on private satellite television but also catapulted Star Plus into an incredible popular position. the Amitabh Bachchan hosted game show based on Who Wants to be a Millionaire. If Subhash Chandra had tasted success all through these years since Zee launched. . Rupert Murdoch built his media empire. reality shows. Life without the audio visual media is imagined to be a standstill one. On the foundation of the success of Star Plus. Indian television is said to be in close amalgamation with the private channels that offers all kinds of entertainment and educational shows in a perfect dazzling presentation. talk shows and other entertainment packages encompass a major section of Indian lifestyle. The glamour packed soaps and serials.SCOPE OF DTH MARKET IN WADALA promising media companies.


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 Cable Television Ordinance Law was passed in January 1995. Channel doordarshan was owned and operated by government of India. .SCOPE OF DTH MARKET IN WADALA India In earlier days there was only one TV channel in India the “Doordarshan”. In those eras every home which had a TV set used to have its own antenna to capture the signals.

The total DTH subscribers are close to 22 million. 108 million).00. Until few years back there were as many as 1. The market became competitive. out of which 80% have access to cable and satellite (i. Now for an industry which is just 5 years old. However the services provided by cable operators were . Every player came with innovative offerings. Thus the DTH has a market share of approximately 20%. The subscribers were not ready for the cost of set top box.000 cable operators across India. Let’s have a look at how the DTH industry has grown in these 5 years. Dish TV offered Movie on Demand free worth the cost of set top box.SCOPE OF DTH MARKET IN WADALA India has a total television population of close to 135 million. The growth of TV channels & cable operators created a big industry and market opportunities. it gave a wider acceptance to the DTH and consumer became ready to pay for the set top box. where users had to invest in a set top box. Big TV and Air-Tel and Videocon launched their services. it is a great achievement. Spotting the opportunity Sun Direct launched its services in 2007 with a drastically low one time cost involved for DTH subscriber. Followed by this Reliance.e. Air-Tel and Big TV offered free subscription for first few months etc. Though the initiative was not very successful. In 2005 Dish TV was the only player in the DTH industry and was registering subscriber growth mainly in the areas where cable TV was not available. In 2007 CAS mandate was introduced in selected metro cities. The subscriber base for DTH in 2006 was meager 1 million. Tata Sky gained the maximum subscribers during this period. All these things were coupled with aggressive marketing campaigns.

For every channel there is a scope for broadcasting it in at least ten different languages. Big TV by Anil Dhirubhai Ambani Group. SUN Direct from the promoters of Sun TV. The strikes. The opportunity in India almost 10 times that in developed countries like the US and Europe.SCOPE OF DTH MARKET IN WADALA poor. Digital TV by Bharati Telemedia. which serves an immediate threat to the high-end cable networks. selective broadcast and poor services were major cause of dissatisfaction among the customers. So every channel multiplied by ten. that is the kind of scope for DTH in the country. Some of the key players in the industry are DishTV by Zee group. increase in tariff plan. This has created an opportunity for DTH. There is an immense opportunity for DTH in the Indian market. There are some other companies who are contemplating to start their own DTH like Videocon. . TataSky joint venture of Tata & Star TV.


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. 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.

SCOPE OF DTH MARKET IN WADALA Satellite link Dish TV uses NSS-6 to broadcast its programmes. NSS-6 was launched on 17 December, 2002 by European-based satellite provider, New Skies. 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.

Sun Direct DTH
Sun Direct (Tamil) is a DTH satellite television provider in India, using MPEG-4 digital compression technology, transmitting on INSAT 4B at 93.5°E. and MEASAT-3 at 91.5°E. It is the country's first MPEG-4 technology DTH service provider. It is No 2 in South Asia with a customer base of 5.8 Million Sun Direct is a DTH service in India, with its headquarters in Chennai, Tamil Nadu. Sun Direct is a 80:20 joint venture between the Maran family and the Astro Group of Malaysia. Sun Direct TV was registered in February 16, 2005. However, the failed launch of INSAT 4C resulted in a lack of transponders, delaying the launch. The service was finally launched on 18th Jan 2008 after availability of transponders from INSAT 4B. Sun Direct offered subscribers a satellite dish and Set-top box for free and basic monthly plan as low as ₨.75 (approximately). Because of this it achieved 1

SCOPE OF DTH MARKET IN WADALA million subscribers in 200 days. Currently basic monthly plan costs ₨.110 (approximately). On July 07, 2010 a power glitch in the INSAT 4B satellite turned down the DTH system partly and SUN Direct announced that the service will be free till whole services are restored. The partial service was restored on INSAT 4B with 193 channels and meantime SUN Direct is now transmitting 173 channels on MEASAT-3 for uninterrupted transition of its customers from INSAT 4B at 93.5°E. to MEASAT-3 at 91.5°E.

Sun Direct HD
Sun Direct is also the first to provide high-definition television services in India. It broadcasts the HD beam from Measat 3 at 91.5.Starting with two HD channels (National Geographic Channel HD and Tamil / Telugu HD Service).It is the first DTH service provider to show IPL 3 in HD format and has tie up with SET MAX. Currently it's HD package has, • National Geographic Channel HD • Discovery HD • SUN TV HD * Upscaled • Colors HD * Upscaled • Tamil HD Service

that owns 80% and STAR Group that owns a 20% stake. Tata Sky Tata Sky is a DTH satellite television provider in India. Sun Direct was launched in Mumbai and announced its pan India launch. And In April 2010 it became the No. transmitting using INSAT 4A at 83. Tata Sky was incorporated in 2004 but was launched only in 2006.8 million subscribers.0°E. Sun Direct officially launched its HD service in India.HD) and interactive services also. In December. By 2009 it became the leading DTH provider with 3 million subscribers. Sun Direct spread rapidly all over the country. This makes it the second largest DTH service provider of India.SCOPE OF DTH MARKET IN WADALA • Telugu HD Service • i-Concerts HD Test Rapid Growth Because of the lowest pricing of any DTH in India. Tata Sky announced launching of DVR service Tata Sky+ which allowed 90 hours of recording in a MPEG-4 compatible Set Top Box. 1 DTH service provider of India with 5. It currently offers close to 264 channels (As of August 2010) and some interactive ones. this count includes some numbers off HD channels offered by Tata Sky (as Tata Sky . The company uses the Sky brand owned by British Sky Broadcasting. It is a joint venture between the Tata Group. using MPEG-2 digital compression technology. The remote is provided with playback control keys and is being sold with special offers for . In October 2008.

the management systems business unit of Intertek Group. Showcase HD (Pay Per View) more channels such as Star Plus HD. 2010. the benchmark for information security. The assessment for the certification was conducted by Intertek Systems Certification. In 2008. Tata Sky+ Tata Sky HD was launched on June 14.SCOPE OF DTH MARKET IN WADALA existing subscribers. News Corporation. ISO 27001:2005 is an international standard that provides specifications and guidance for the establishment and proper maintenance of an Information Security Management System (ISMS). Certifications and Honors ISO 27001:2005 accreditation In March 2009. . Starting with three HD channels National Geographic Channel HD. Singapore-based Temasek Holdings picked up 10% stake in Tata Sky from the Tata Group. Discovery HD.1 CH surround sound as well. This certification confirms that every transaction carried out through Tata Sky’s IT systems are highly secure. This has diluted Tata's stake in the venture to 75%. Star Movies HD and other popular sports channels in HD format are expected to be added soon. The High Definition DVR was launched in July 2010. Tata Sky became the first Indian direct-to-home (DTH) service provider to be awarded the ISO 27001:2005 accreditation. and has channels in their native resolution of 1080i or 720p. STAR’s parent company. The STB is compatible with 5. owns an International group of DTH businesses that include Sky Italia in Italy and Foxtel in Australia.

the Indian business tycoon and owned by his son Anil Ambani. It currently offers close to 240 channels and many interactive ones. .e Pay Per View Cinema Channels) as well as many Radio channels. 32 cinema halls (i.. There are also plans to introduce services like i-Stock. It is the first Pan-India DTH provider that uses MPEG-4 for broadcasting. a subsidiary of Reliance Anil Dhirubhai Ambani Group founded by the Late Dhirubhai Ambani. The company plans to increase the number of channels in the near future to 400 and begin High Definition (HD) broadcast. i-News and other such interactive services in the future. BIG TV started operations from 19 August 2008 with the slogan "TV ho Toh BIG Ho" ("If you have a TV. It is the only Indian DTH to have won this distinction BIG TV Reliance BIG TV limited is a part of Reliance Communications Ltd. make it BIG").SCOPE OF DTH MARKET IN WADALA SUPERBRAND 2009 – 2010 Tata Sky was selected as a SUPER BRAND for the year 2009-2010 by an independent and voluntary council of experts known as Superbrands Council.

000 per connection. established a vast network to be able to reach out to consumers and finally a good pricing-packaging strategy to attract the subscriber. The pre-launch surveys showed that the biggest stumbling block in the growth of DTH was the accessibility to the product coupled with the fact that the existing players were charging anywhere between Rs. 3. it also got prepared for the future when Hi-Definition TV will be launched in . 2008 with the sole aim of providing the consumer with quality and enriched home entertainment service at value-driven pricing. the overall DTH penetration was just about 4 million households. When Reliance BIG TV was launched.5 Million are DTH households. 4. They deployed the most advanced MPEG4 technology that enabled them to deliver best quality digital audio-video to the consumer. Even at that price the quality of product being given to subscribers was not up to the mark. The available opportunity today is huge considering the fact that India has an existing population of 225 million TV households out of which 130 million are C&S households and 16.SCOPE OF DTH MARKET IN WADALA Reliance BIG TV was launched on August 19. This understanding gave them the roadmap to launch Reliance BIG TV. Reliance BIG TV's launch in August was probably the biggest roll-out in home entertainment ever.000 to Rs. That apart. They deployed superior technology to deliver a good quality product.

Diamond Pack and Platinum Pack and Reliance BIG TV announces 3 New Packages w. When it came to pricing – packaging.SCOPE OF DTH MARKET IN WADALA India because only MPEG4 technology can support HD TV and not MPEG2 which is used by the earlier entrants in the DTH industry. We were also the first to introduce dedicated PPV channels for Marathi. while other players made subscribers pay for each movie. Silver Pack. Reliance BIG TV's retailer network is spread across 100. They had effectively out-stripped the competition here. 1. Bronze Plus Pack and Silver Plus Pack. . 50/.490/. The MPEG4 technology also gave them advantage of broadcasting at least 50% more channels compared to the competitors.e. They are currently utilizing only 8 of their transponders to broadcast over 200 channels. The superior compression technology of MPEG4 helps them to broadcast up to 35 to 40 channels per transponder and with 12 transponders in hand gave them the unique edge of being able to broadcast over 400 get a 24 x 7 access to the 21 PPV channels showing Hindi and Regional Films.000 outlets in 6. Reliance BIG TV introduced the unique concept of Subscriber-Video-On-Demand (SVOD) under which the subscriber paid a monthly subscription of Rs.500 towns in India. This was literally unheard of in the DTH industry. Bronze Pack. the highest by any DTH player. Not just that. Gujarati and Bhojpuri films.f from 16th Feb 2010 which are New Value Pack. Gold Pack.with 3 to 6 months of free subscription. their introductory offer stood at Rs. They also introduced 32 Pay-Per-View Movie Channels. They are offering Channels in various packages like Value Pack.

book movie tickets etc.5 million subscribers. Interactive Service (ITV) of Airtel digital TV includes an add-on service that allows a user to shop. control both the TV and the DTH box.SCOPE OF DTH MARKET IN WADALA Airtel digital TV Airtel Digital TV (Hindi: एयरटेल िडिजटल टीवी) is the brand name for Bharti Airtel's DTH (Direct to Home) service in India. Technical information Airtel digital TV's standard definition broadcasts are in MPEG-4 with Interactive Service (ITV) and 7-day EPG (electronic programme guide). A universal remote is included in the package that can. It currently has over 3. Airtel digital TV service was launched on 8 October 2008. DD Direct+ DD Direct+ (Hindi) is a free Direct to Home (DTH) service that provides satellite television and audio programming to households and businesses in the Indian . transmitting using INSAT 4CR 74°E. Like other DTH service providers. English and other regional languages that can be ordered on demand. It uses MPEG-4 digital compression with DVB-S2 technology. it also provides a Video on demand interactive service that includes a catalogue of movies in Hindi. over IR frequencies.

It competes with cable television and other DTH Service providers such as Dish TV. Tata Sky. Airtel digital TV. Sun Direct.SCOPE OF DTH MARKET IN WADALA subcontinent. Big TV and Videocon D2H throughout India. 2004. DD Direct Plus was launched on December 16. Today the market shares of various players are as follows DTH Industry Market Share Brand Dish TV SUN Direct Tata Sky BIG TV Promoter Zee group Sun by SUN TV Tata Sons & Star TV Anil Dhirubhai Abani Group Airtel D2H Bharati telemedia Doordarshan 8% 2% Market Share 30% 25% 22% 13% . There are now 37 private channels. Owned by parent company Doordarshan.

• Head-Antenna.SCOPE OF DTH MARKET IN WADALA • • • • • • Dish TV : 30% Sun Direct: 25% Tata Sky: 22% BIG TV : 13% Airtel : 8% D2H : 2% Market Shares Dish TV Sun Direct Tata Sky BIG TV Airtel D2H PRODUCT LINES AND CONSUMER BEHAVIOUR Range of products • Set-Top-Box. • Cable • DVD • Remote • LCD TV/PLASMA TV/CATHODE RAY TV/LED TV .

SCOPE OF DTH MARKET IN WADALA Product description SET-TOP-BOX: The set top box comprises of the MPEG-2 OR MPEG-4 with DVB2 technology. DVD: One of the recent entrants into DTH industry is Videocon. Head-antenna: Antenna which receives signals directly from satellites. . ACCESS CARD: The access card is another important thing in the set top box setup where the access card will receive the signals directly from satellite trough head top antenna. This came with set top box with DVD. Cable: Cable connects antenna to the set up box.

Cables.SCOPE OF DTH MARKET IN WADALA LCD TV: Some companies are offering the whole set of LCD TV with DTH connection. plastic and paper which are used for recharge cards. along with the net browsing. Substitutes Local Cable Operators. plus box. And in the case of cathode ray tubes and in case of PLASMA Remote: A compactable remote for both SET UP BOX and TV is used in operating both TV and Set top box. I pods. Theaters. Complimentary Goods LCD TV. DVD. . CT TV. Home theaters. Inter-Net which is bringing many facilities like live TV channels. sound box. Ups. radio stations.


But DTH operators are feeling that without content differentiation. TRAI does not allow a broadcast to offer content exclusively to a specific player. the competition can only be on price which may even cannibalize the industry. TRAI has clearly indicated that exclusivity can be provided only when DTH market matures and there is prefect competition in the market place. Hence content differentiation as a USP is not possible currently in the India scenario. competition is mostly on providing niche content.SCOPE OF DTH MARKET IN WADALA 1. there are lots of teething issues with the current policy framework and the way it is regulated in reality. POLICY AND REGULATION Being a nascent industry. The rule of “Must Carry” . In India. Some of the notable changes faced are as below:Lack of excusive content In the global DTH market.

up to 74% of foreign equity. However. So in cases. this on a feasible. Operators like Dish who have more transponders and operators who have a cable company backing like Sun Direct are supporting the “Must Carry” clause where as transponder-scarce new entrants like Bharti Airtel are against this clause. with the capacity constraints in place. This would reduce the interest of foreign investors as they cannot get a controlling stake in the company in spite of a heavy investment. these limitations hurt the expansion plans of the cash constrained operators Cap on Cable Company/Broadcaster Investment In order to ensure a fair competition.SCOPE OF DTH MARKET IN WADALA DTH operator is obliged to carry all the channels provided by every broadcaster on a non-discriminatory basis. On the contrary. is allowed in the Cable industry. the broadcasters either deny giving the entire bouquet or charge prices for the complete bouquet. with no limit on FDI. the total foreign equity including FDI/NRI/OCB/FII cannot exceed 49% and within that FDI component cannot exceed 20%. where the operator is willing to broadcast only the popular channels. Cap on Foreign Investment As per the current policy. With DTH being a capital intensive industry. the current regulations restrict the cap on Broadcasting/Cable company investment in the DTH venture to 20% and also . The litigations shows the extent of problems cropping up due to this clause.

Interoperability issues TRAI mandates an open architecture for STBs to ensure technical interoperability but in reality this is not being implemented. DTH operators are able to overcome this challenge by spinning of new companies. Non-availability of Transponders A ku transponder can be used for12 to 20 channels depending on the compression (MPEG 2 or MPEG 4) technology used in the satellite. TRAI also wants out the commercial interoperability (The ability to return a purchased STB or lease a STB) route. In addition. in the recent consultation paper. As one can see. the dilution of this rule would soon be corrected. A DTH operator will at least need 5 to 8 transponders to compete in the market. with increasing consumer awareness. . But removing this would reduce the bureaucracy involved and also reduce the content cost for an operator due to the synergies created between him and the Broadcaster. ISRO has INSAT 4A and INSAT 4B in the orbit with 12 Ku transponders each.SCOPE OF DTH MARKET IN WADALA prevent the DTH firm to hold more then 20% in a Broadcasting/Cable company. Right now. Although this is good from the consumer point of view. However. The next in the line is INSAR 4CR due in September 2007. DTH operators cannot build a switching cost for the end user 2.

Some of the glaring complaints are Poor after-sales support. ITU. INSAT 4G was launched in 2009-10 with a capacity of 18 Ku transponders. In India. Current regulation stipulates a DTH operator to use only Indian satellites or in case of foreign satellites. Removal . this shows the low satisfaction levels of consumers. it may spoil the plans of DTH operators. they have to be approved and leased by ISRO. They are Technical Glitch – Rain Fade By definition. people are glued to their TV soaps and sports events like Cricket matches. 3. Also with the launch of INSAT reports that only 28% recommend Dish TV and 57% recommend Tata Sky. Even with 54 transponders by 2010. during these events is seen as a major weakness of the DTH platform. Also if any of these launches fail like INSAT 4C. This is a fundamental problem with the design of the transmission frequency. ISRO would have used up the entire spectrum that was allotted to it by WARC. Even with the skew for errors and incorrect data. Quality of Service Issues There are couples of QoS issues which currently affect the DTH operators. So even a tiny service disruption. with 7 operators. Ku band signals get weakened by rain and snow.SCOPE OF DTH MARKET IN WADALA which will up another 12 Ku transponders. Poor Levels of Service A search on India’s popular consumer forum Mouthshut. the demand-supply gap is huge with each operator getting approximately 150 channels. This results in reduced image clarity and sometimes total cutoff.

Open-ended contractual agreements favoring the operators and Lack of grievance cells.SCOPE OF DTH MARKET IN WADALA of channels off air without notification. CHAPTER 6 COMPETITION IN MARKET .

SCOPE OF DTH MARKET IN WADALA The structure of the DTH industry in India can be categorized as an “Oligopoly”. An oligopoly is a market dominated by a few large suppliers. Firms within an oligopoly produce branded products and there are also barriers to entry. An oligopoly is a market form in which a market or industry is dominated by a small number of sellers (oligopolists). The degree of market concentration is very high. Key characteristics of “Oligopoly” are following: . The word Oligopoly is derived from the Greek for few (entities with the right to) sell.

Sun Direct are in the industry. who want to join this highly lucrative industry. . Since there are only 3 major players and the market concentration is very high Indian DTH industry is oligopolistic. Tata Sky. Big TV. In the year 2003 DD Direct+ was launched since DD Direct+ is non commercial and free DTH hence we would focus our discussion on private players in the industry. There are some other players like Videocon.SCOPE OF DTH MARKET IN WADALA • Few larger supplier dominates the market • Interdependence between firms • Each firm produces branded products • Significant entry barriers into the market in the long run which allows firms to make supernormal profits • Each oligopolist is aware of the actions of the others. As of now Dish TV. Analysis of Indian DTH industry: Indian DTH industry is still at nascent stage. AirTel Digital TV.

Higher number of subscriber can bring down the cost incrementally. For a new entrant to succeed it has to ensure that it builds customer base soon other wise it will not be possible to make profit. 3. DTH is a low margin and high volume industry: DTH though is a lucrative business however it is a low margin and high volume industry.SCOPE OF DTH MARKET IN WADALA Entry Barriers in DTH industry The DTH industry is a high tech industry and it requires lot of capital investment. it requires tranponders and other high tech equipment. transponder and other higtech equipment: The initial cost of setup for broadcaster is hugh so this acts as a big entry barrier. High initial setup cost of satellite. The initial cost of setup for the company itself is very high. The following entry barriers exist in DTH industry 1. 2. . Cost of a set top box: The cost of setup box installed in a home is still very high and the cost of a set top box is a significant entry barrier.

differentiation through content is must. So providing the right content to the right consumer will also play a critical role in success of new entrant. Customer Service: The quality of customer service will be a key differentiator. Differentiation through content: There are hundreds of TV channels in India and as per the industry reports there are close to 150+ channels waiting for approval. . this take the numbers to 400 different TV channels. Multicultural & Multilingual Geography: India being a multicultural. One to ensure that it is providing better customer service than local cable operators and on the other hand it has to provide better customer service than existing DTH service provider. 5. Pricing has to be competitive versus cable: For a new entrant to be successful it is going be very difficult as they entrant will to compete with local cable operators as well as existing DTH service provider. As Indian consumer are habitual of calling the cablewalah whenever there is some issue.SCOPE OF DTH MARKET IN WADALA 4. There are already established players in the market and the price war has already started. 6. 7. A new entrant will face challenges in two fronts. multrilingual society it is very important for the new entrant to ensure that it maintains a fine balance between the regional and nation flavor.

The Dish TV from Zee which was launched in 2003 will reach break even in 2009(6 years) and Tata Sky launched in 2006 hopes to break even in 5-7 years. This long break even period is a significant barrier for new entrant. CHAPTER 7 .SCOPE OF DTH MARKET IN WADALA 8. 9. Even achieving the break even period is comparatively high. Long gestation and break even period: It takes lot of time to for a new entrant to stabilize and grow in this industry. High Cost of content: The cost of content is high in this industry and poses a serious challenge for the service provider.

The University Institute of Chemical Technology (formerly The University Department of Chemical Technology (UDCT)) and Khalsa College.J. SNDT Women's . formerly spelt Wuddala) is a residential central suburb of the city of Mumbai. Overview Wadala has several schools and some renowned institutions like Veermata Jijabai Technological Institute (V. Wadala Road is a station on the Harbour Line of Mumbai's railway network.T. located near one another.SCOPE OF DTH MARKET IN WADALA AREA WADALA Wadala (also spelled Vadala.I).

Matunga on the Northwest. which are on the shores of the Thane creek. Wadala used to be considered as a central suburb of the city of Mumbai. Aditya Jyot Eye Hospital along with the BPT Hospital and the Ackworth Leprosy Hospital.15 km2). Mumbai will have for the first time a centralized facility for the transport of goods by road. It also houses one of India's best eye hospitals. On the Eastern border of Wadala. Ambedkar Commerce & Law College also has a campus in Wadala West. The area is bordered by Dadar on the West. Dr. The local college of wadala is SIWS near to wadala station. The world's first methane generation plant was set up in the Ackworth hospital complex. MMRDA has planned to construct a truck terminus. but is now well within the city limits. Matunga Sion Dadar Wadala Salt Pans. The western areas of Wadala are covered by salt pans. spread over 115 hectares (1.SCOPE OF DTH MARKET IN WADALA University. The Ackworth Leprosy Hospital was established during British rule. and Sewri on the South. and part of its complex is now given to an AIDS awareness organisation as well. Thane creek Parel Sewri .

Wadala has a large number of old temples.the Bahá'í Cemetery and the Chinese Cemetery.SCOPE OF DTH MARKET IN WADALA Landmarks and architecture IMax Wadala is the world's largest IMAX dome theater. whose building design has won an international award viz. It is also home to the Vidyalankar Educational Campus. Designshare's Honour award. Wadala (East) houses two cemeteries . These cemeteries were laid out in Wadala a long time ago. Vidyalankar Institute of Technology. It features amateur mini models of BEST buses and the ancient trams. Wadala. Joseph's High School. The church is situated inside the campus of St. Our Lady of Dolours Church Wadala. for the same . The BEST Transport Museum is also located at Wadala’s Anik Bus depot. university campuses and is also home to the world's largest IMAX dome theater.

There are police stations in both Wadala West and East. Wadala was considered a distant suburb of the city. if at all. Wadala experiences very few electricity cuts in a year. There are a number of schools. slum development had started in Wadala adjacent to the railway tracks and a large colony started to settle. Over the years. For shopping. The Voice of Wadala is the neighbourhood newsletter. Dosti Acres. Wadala East also has the BPT (now MBPT housing colony). Designs and Trademarks in India. In 2006.SCOPE OF DTH MARKET IN WADALA reason that the Ackworth Leprosy Home was built at Wadala viz. One of the concerns for residents of Wadala is that it does not have any malls or supermarkets. Near Antop Hill. Utilities Wadala is supplied electricity by BEST. or travel to Matunga or Dadar. Eucress and Lloyd's Estate. in print since 1988. colleges and hospitals. A number of housing colonies exist in Wadala. Some of them are Bhakti Park. a large sprawling colony for the port workers complete with a hospital. one has to use local shops. the state government took action and cleared the area of slums. . the government of India established the Intellectual Property Office responsible for Controlling General of Patents.



3. O YES O NO 4. O Dish TV O Sun direct O Airtel O Big TV O Tata sky O Others. Do you think that DTH is easy to use/operate? ANS. Questionnaire 1. Gender? ANS. O YES O NO 2. . O Male O Female 3. Do you known about DTH? ANS. Are you satisfied with the service? Why? ANS. Name: 2.SCOPE OF DTH MARKET IN WADALA Scope of DTH Market in Mumbai. Wadala. O YES O NO . Which DTH service do prefer? Why? ANS.

Why IF O NO. Does other members of your family like the DTH service? ANS. If using cable service. .SCOPE OF DTH MARKET IN WADALA 5. IF O YES. If you are given chance to switch to DTH from your local cable operator will you? ANS. O YES O NO 6. 10. Is DTH more convenient as compared to cable service? ANS. O YES O NO 9. O YES O NO 7. Is DTH service satisfactory compare to cable service? ANS. Why 8. why not DTH? ANS. What are the drawbacks found in DTH service? ANS.


3. Majority of the customer’s are satisfied with the product. etc. Many of the customer said that DTH is easy to operate but on the other hand customer said that it is not so easy. due to the picture quality. Many of the customer/people are aware DTH connection and majority in the customer are head of the family who had purchase it. Majority of customer have chosen DTH because their friends i. 4. extra features. 2. positive word of mouth and friend’s recommendation and ad’s seen in television are using.e. . The findings are mentioned below:- 1.SCOPE OF DTH MARKET IN WADALA FINDINGS From the survey conducted following findings have come into the light. function.

DTH service is more satisfactory as compare to cable service. 6. Still the majority of the people feel that the customer care department could be made much better. Majority of the customer are ready to switch cable service if they again given a chance. according to the majority of the customer’s s. Majority of the customer faced the problem recharging the service and reset of the channels. Majority of the customer who are using DTH service their other members in the family also like the service. This means that the customer care departments are not up to the mark as per the customers’ expectations. 10. 7. Majority of the consumer’s feels DTH is more convenient then cable. to DTH service from 8.SCOPE OF DTH MARKET IN WADALA 5. 9. .

12.SCOPE OF DTH MARKET IN WADALA 11. CHAPTER 10 SUGGESTIONS & . Majority of the customers feel that the overall service provided by the operator is satisfactory. Majority of the customer refuse to answer of this question and some has given the negative feedback to this.

SCOPE OF DTH MARKET IN WADALA RECOMMENDATION 1. It is found that around half of the customer have chosen DTH because their friends so the DTH company should focus on the important of positive words of mouth and feedback of the customers by building the relationship with them. It is found that majority of the customer uses the DTH due picture quality as compare to Cable better 2. Even single dissatisfied customers can spread negative word of mouth to his hundreds of his friends and relatives. .

means they should find out the weakness. 7. The maximum customers spend between 200 to 400 rupees monthly which indicate the price of all channel is very reasonable. So DTH must find out the problem and should employee more customer care. 5. There are some people who get the manual response from customer care after a long time. So it should find out where the things have gone wrong during the solving of problem. 6.SCOPE OF DTH MARKET IN WADALA 3. so that they can deliver their hundred percentage to the customer. 4. Majority of the customers said customer care would be made much more better. centers. . There is some percentage of people whose problem is solved after 2 to 3 days. so DTH should keep this in mind and do their marketing and planning strategy. The major problem of DTH is network and recharge facilities which is core service in the service industry.

Majority of the people are waiting for the number portability proposal. The company may give better service and special package to the customer and make them feel better about service.SCOPE OF DTH MARKET IN WADALA 8. 9. The image of postpaid service is very bad in the customers find. so the company should improve this by giving proper service in addition to the attractive plans. . Even the satisfied and the happy customers also enthusiastic about this. They should work hard to make each and every customer honest.


Customer positive attitude play important role in organizational success and development. . The expected service of the customer should be match with the delivered service of the company. company should force on there customer relation and marketing planning. DTH is one of booming sector.SCOPE OF DTH MARKET IN WADALA In this competitive world customer is the king of market. With the effecting and proper communication and marketing strategy a company can built and maintain the positive relation with its customer and will probably results in to a successful customer relationship which is essential for organizational success and developments.


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