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In India it has taken DTH 5 years to get to
6 million plus subscribers!

Which is a record in itself

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The DTH category is expected to grow
by 680% or so in the next 7 or 8 years!
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ëThe Indian market is changing«.
ë Rise in Disposable Incomes
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ë Jppetite for Entertainment is growing


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ë Rapid adoption of new technologies by Indians


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Source: NCAER

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INNO JTION

Marketing

Products

Increase in Market Share


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& $
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y Superior picture quality (DVD Quality)


y Leader in introducing new packages and services
y Rural penetration through ITC e-choupal
y Innovative product offering- TATAsky+
    

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 Dish TV
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 Airtel Digital TV
À 

 Reliance Big TV
À 

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·   
y TRAI And Information & Broadcasting Ministry Is The
Governing Body Of DTH (DTH Regulation Act À )

y Government Has Imposed Strong Rules Like

- No Visiting Or Repair And Maintenance Charges Against


DTH Equipment During Warranty Period

- The DTH Operators Cannot Alter The Su÷scription


Package During The First 6Months, Or Till Validity Expiry,
Of A Su÷scri÷er's Enrollment, Etc

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y Initiator
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y Decider
y Buyer
y User

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To reach out to the customers in ÷oth the


ur÷an and rural areas

Hopes to have a÷out  million connections


÷y À À

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 To educate consumers a÷out the satellite
Phase  television and its attri÷utes

 To educate consumers a÷out the interactive


Phase À features

 To educate consumers a÷out the ÷enefits of


Phase 3 satellite television versus digital ca÷le in
CAS Markets

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y DTH service ÷ased on 3 ǮCǯs i.e.
@ @ 
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y More than  channels with DVD picture quality and
CD sound quality
y Services provided
Active Services
Search and Scan Banner
Guide (including Hindi display)
Customer Service Ȃ À x  help, Support in 
languages

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u 
 
  other digital monitors like
   for Commercial Usage.
    can ÷e displayed in multiple regional
languages.
  
related interactive service on
active.

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trategies that can be adopted :
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y High ÷argaining power of Buyers

y Power to chose options

y Homogeneous market ÷ecause of Less differentiation

y Influences ÷y Cost versus Service

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y Medium threats from New Entrants
y  players in DTH space
y More Competition
y First mover advantage
y Bargaining power of suppliers is high
y High Expected growth rate

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;:8,7

7;:
SWOT /:O8::
ANALYSIS

<99<;8:
TRENGTH
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WEJ NE E
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OPPORTUNITIE
 

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No. of respondents: 100
JGE GROUP
J 


3
3
À
À Age




À years À-3 years 36- years > years

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