A STUDY ON COMPETITOR

ANALYSIS OF PAY TELEVISION IN

CHENNAI MARKET

GUIDE By
R.RAJTHILAK
NAGALATHA.M MBA II YR
SR.LECTURER 21609631024
INTRODUCTION


 DTH
ØDTH stands for Direct To Home which is a direct
mode of transmission between Broadcaster` and
Subscriber` through satellite.
ØBroadcast centre collects the signals from different
programming sources (like Sony, Zee, and Star). It
processes the Signals and beams it to the Satellite.
Satellite will reprocess the signals and retransmits
the signal to the subscribers.



 Presently as on 2010, these are the main DTH service
providers in India:
• DD Direct – state owned free service provider
• Dish TV - owned by Essel Group, was the first
commercial DTH service provider.
• TATA Sky – owned by TATA group, largest DTH
service provider presently in India.
• Sun Direct – owned by Sun group, primary focus is
on low income groups and regional viewers.
• Reliance Big TV - Owned by Reliance group, new
entrant into the market.
• Airtel Digital TV – Owned by Bharti group, new
entrant with aggressive marketing strategies.
• Videocon D2H – Owned by Videocon group, new
entrant into the market.
•
STATEMENT OF THE PROBLEM

• The project work consist of analysis about the

major competitors of pay television and its
various features offered by each competitor
such as product, customer awareness, pricing,
product availability and promotion.
•
Primary objective

• To study about the competitor analysis of pay

television in Chennai market
Secondary objective
1.To identify the key competitors of pay television
in existing market.
2.To study about product, customer awareness,

pricing and product availability and promotion of

each competitor.
3.To determine the customer preferences about

pay television.
4.To perform SWOT analysis on each competitor.

5.To offer suggestions for the company to have a

competitive edge over the rivals.


Scope of the study

• The project aims at performing competitor

analysis of pay television .
• The geographical area covered by the researcher
is Chennai
RESEARCH DESIGN

• The research design took for the study was

Descriptive Research Design.
•
SAMPLING DESIGN
• Population:
 The population size chosen consists of Chennai region
only.


 Sample size:
 Since the population is infinite and not known 250
respondents are taken for study.
 Cable users - 50 respondents considered.
 DTH users - 200 respondents considered


• Sampling Method:
 Non probability sampling and technique used is
Convenience sampling.
 Nature of data:
 The nature of data chosen is quantitative data.

 • Data collection methods:
 Survey method has been used for collecting
the data.
Primary data: Questionnaire

Secondary data: websites, report and internet.


Statistical Tools Used

1.Chi-square analysis
2.Correlation
3.Spearman’s rank correlation
4.Point rating method
5.Percentage analysis

 REVIEW OF LITERATURE
1. Varun goyal, 2009 “ VISIBILITY OF DISH TV AND


SCOPE FOR HD STB IN BATHINDA AND MANSA

DISTRICTS”


 The development of the DTH (Direct to home)

sector has experienced a major process of transformation
in terms of its growth, technological content and market
structure in the last decade. Any company which is
successful is because of its reach among customers which
is possible through the effective tools through which a
company communicates and attracts its customer. Dish
TV is the most famous brand and have a sophisticated
place and market leader position in the mind of customer.
This is due to its strong brand image.

 2.Rajiv Kumar Sinha, 2008 “COMPARATIVE ANALYSIS


OF DEALER SATISFACTION FOR DIFFERENT DTH

PLAYERS”
 Researcher found that Customer care
service is considered to be very poor as dealers
often complain of problems in recharge process
managed by Dish TV. Many dealers say they
recommend Tata Sky and Airtel because they get
the installation done much faster in comparison
to Dish TV. With Dish, it takes up to 3-4 days
sometimes.

 3.Amrit singhania,2007 “DTH INDUSTRY- Trade &


Consumer Preferences: With a special focus on BIG

TV”
 There is still a huge amount of untapped market
available in the Kolkata Region.68% of people are using
Cable TV and are satisfied with the services given by Cable
TV operators. These is high scope of market expansion for
DTH players. High initial cost of DTH is prime reason for
customer not using DTH service, Customers are satisfied
with services provided by their cable providers. Cable
operators are giving on door service on one call where as
customers have to undergo certain process to reach
customer care executive of DTH company.


•
 4. Safi gaddiff, 2006 “DTH ANALYSIS OF


SERVICE PROVIDERS”
 DTH projects in India are just a beginning and we are
taking the advantage of DTH revolution. Direct to home
connects urban, rural and remote areas of the country and
provides desire information , communication, education and
entertainment at the click of a button.

  5. Bhavesh grover, 2008 “Vital Purchase
Criteria of Customers While Selecting
‘DTH’ Services”
 Now DTH Companies Are More Concentrating On
Their Services And Schemes Them. All The Players Are Always
Ready To Innovative Their Services To Attract The Customers
Dish TV And TATA Sky Provide The A-LA-Carte Services
Means Special Channel That You Can Add As Per Your Choice.
And Also MS Service Provides That Called Multi Services. These
Both Are Benefit To Customer To See Their Favorite Programs.
In Short Time Internet Will Also Available On The DTH
Service.



 DATA ANALYSIS

TABLE SHOWING AGE GROUP OF RESPONDENTS

RESPONDENTS LEVEL TOWARDS TYPE OF
SERVICE WITH REGARD TO TELEVISION
RESPONDENTS LEVEL TOWARDS USING
CABLE SERVICES
RESPONDENTS LEVEL TOWARDS RATING
THE SERVICE PROVIDERS
DISH TV
 
RESPONDENTS LEVEL TOWARDS RATING
THE SERVICE PROVIDERS
SUNDIRECT
RESPONDENTS LEVEL TOWARDS RATING
THE SERVICE PROVIDERS
AIRTEL
RESPONDENTS LEVEL TOWARDS RATING
THE SERVICE PROVIDERS
TATASKY
RESPONDENTS LEVEL TOWARDS RATING
THE SERVICE PROVIDERS
RELIANCE DIGITAL TV
RESPONDENTS LEVEL TOWARDS RATING
THE SERVICE PROVIDERS
VIDEOCON
RESPONDENTS LEVEL TOWARDS RATING
THE SERVICE PROVIDERS
RESPONENTS PERCEPTION TOWARDS
COMPANY OFFERING THE BEST EPRS
RESPONENTS PERCEPTION TOWARDS
SERVICE PROVIDER OFFERING QUICK
INSTALLATION
RESPONENTS PERCEPTION TOWARDS
INCOME PLAYING A VITAL ROLE IN
SELECTING DTH SERVICE
RESPONENTS PERCEPTION TOWARDS
SERVICE PROVIDERS IN AVAILABILITY OF
RECHARGE VOUCHERS
RESPONENTS PERCEPTION TOWARDS
AGE CRITERIA IN CHANNEL PACKAGE
SELECTION
RESPONENTS PERCEPTION TOWARDS
DTH AS COST EFFECTIVE
RESPONENTS PERCEPTION TOWARDS
DTH AS BETTER QUALITY COMPARED TO
CABLE
RESPONENTS PERCEPTION TOWARDS
BUYING DTH COMPARED TO CABLE
 POINT RATING METHOD
5-Excellent 4-Very Good 3-Good 2-Average 1-poor 0-Very poor
Calculation
S.NO PARAMETERS RATING POINTS GAINED BY SERVICE PROVIDERS
FACTOR
DISH TV SUN DIRECT AIRTEL TATA SKY RELIANCE VIDEOCON
DIGITAL TV

1 Product 5 3 3 4 3 4 3
2 Customer Awareness 5 5 4 4 4 3 2

3 Pricing 5 2 4 2 2 3 2
4 Product Availability 5 4 4 4 4 3 3

5 Promotion 5 3 4 5 3 2 4
6 Channel Package 5 1 2 4 2 4 3
Variety

7 Customer Support 5 3 2 5 4 3 2

8 Signal coverage 5 3 2 5 5 3 3

9 Innovative Packages 5 2 1 5 4 3 2
and Services

10 Demo facility 5 3 3 4 4 3 3
11 Movies on demand 5 3 2 3 3 3 1

12 Parental control 5 3 3 4 5 3 3

Total Points Earned 175 160 245 210 185 155

CORRELATION ANALYSIS
To analyze the relationship between cost
effectiveness and quality service of DTH.
200
X
23 200
Y
83 9052
X2
529 10804
Y2
6889 7273
XY
1909
49 47 2401 2209 2303
37 29 1369 841 1073
63 24 3969 576 1512
28 17 784 289 476

r = (N ∑xy - ∑x ∑y)
√ (N ∑x2 – (∑x) 2) √ (N ∑y2 – (∑y) 2)
Correlation for cost effectiveness and quality service of DTH. VALUE RESULT

-0.42 Moderate negative

correlation
SPEARMAN’S RANK CORRELATION
ANALYSIS
X Y R1 R2 D = R1 – R2 D2

23 18 5 5 0 0

49 34 2 3 -1 1

37 66 3 1 2 4

63 40 1 2 -1 1

28 26 4 4 0 0

0 16 6 6 0 0

TOTAL 6

r = 1 – 6 (∑D2 )
N (N2 – 1)
Relationship between Cost effectiveness and recharge vouchers offered VALUE RESULT
by DTH services.

0.82 GOOD
CHI-SQUARE ANALYSIS
Analysis between Income and Age in
DTH service preference


 Oi Ei (Oi – Ei) (Oi – Ei)2 (Oi – Ei)2/ Ei

90 51.5 38.5 1482.25 28.78
60 64 -4 16 0.25
30 52.5 -22.5 506.25 9.64
12 18.5 -6.5 42.25 2.28
8 13.5 -5.5 30.25 2.24
13 51.5 -38.5 1482.25 28.78
68 64 4 16 0.25
75 52.5 22.5 506.25 9.64
25 18.5 6.5 42.25 2.28
19 13.5 5.5 30.25 2.24
Total 86.38
χ2 Table value at 5% Level of significance = 11.07
χ2 Calculated value = 86.38
χ2 CV >χ2 TV
There is relationship existing between the Income and Age in DTH
preference.
FINDINGS
1. It is found that that 40% of the respondents use cable services because of
less cost.36% of the respondents use cable services because of limited
channels and 24% of the respondents use because of easy installation.
2.
3. It is found that Dish Tv is rated Excellent based on the majority of
respondent’s level for customer awareness. It is rated Very Good for
product availability based on respondent’s level. It is rated Good for
customer support, product, signal coverage, demo facility, movies on
demand and parental control. It is rated average for pricing, innovative
packages. It is rated poor for channel package variety.
4.
5. It is found that based on the majority of respondents Sun Direct is rated
Very Good for Customer awareness, pricing, product availability,
promotion. It is rated good for product, demo facility and parental
control. It is rated average for channel package variety, customer
support, signal coverage and movies on demand. It is rated poor for
innovative packages and services.
6.
7. It is found that based on the majority of respondents Airtel is rated Excellent
for promotion, customer support, signal coverage and innovative
packages .It is rated Very Good for product availability, product,
customer awareness, channel package variety ,demo facility and
parental control. It is rated good for movies on demand. It is rated
 5.It is found that based on the majority of respondents Tata sky is rated
Excellent for innovative packages .It is rated Very Good for product
availability, customer awareness, customer support, signal coverage,
demo facility and movies on demand. It is rated good for product,
promotion and parental control. It is rated average for pricing and
channel package variety.

 6. It is found that based on the majority of respondents Tata sky is rated
Very Good for product, channel package variety. It is rated good for
product, customer awareness, customer support, signal coverage,
demo facility, movies on demand, pricing, product availability,
innovative packages and parental control. It is rated average for
promotion.

 7.It is found that based on the majority of respondents Videocon is
rated Very Good for promotion. It is rated good for product, product
availability, channel package variety, signal coverage, demo facility,
parental control. It is rated average for customer awareness. Pricing,
innovative packages. It is rated poor for movies on demand.

 8. . It is found that most of the respondents prefer Tata Sky to be of first
rank followed by Airtel, Sun direct, Dish TV, Reliance Digital TV, and
Videocon etc.
•
9.It is found that majority of the respondents say that Tata sky
followed by Airtel, Sun Direct, Reliance Big TV, Dish TV,
Videocon provide best EPRS.
10.
11.It is found that majority of the respondents say that Tata sky
followed by Airtel, Sun Direct, Reliance Big TV, Dish TV,
Videocon provide Quick Installation.
12.
13.It is found that majority of the respondents say that Airtel
followed by Tata Sky, Sun Direct, Reliance Big TV, Dish
TV, Videocon provide recharge vouchers that are available
always.
14.
15.It is found that majority of the respondents strongly agree that
income plays a vital role in selecting DTH service.
16.
17.It is found that most of the respondents are in neutral towards
age criteria in channel package selection.
18.
 14.It is found that that most of the respondents agree that using DTH
service is cost effective.


 15. It is found that majority of respondents strongly agree that DTH

provides better quality compared to cable.


 16.It is found that that majority of respondents prefer to buy DTH

compared to cable.


STATISTICAL FINDINGS


1. Using point rating method it is found that on the basis of Point

Rating Method it is found that Airtel ranks First followed by Tata sky,
Reliance Digital Tv, Dish TV, Sun Direct, Videocon.


 2. Using Chi-Square test it has been found that there is relationship that
exists between income and age in DTH channel preference

 3. Using Correlation Analysis it has been found that there exists
moderate negative relationship cost effectiveness and quality service
of DTH

 .
4. Using Spearman’s Rank Correlation Analysis it has been found
that there exists High positive relationship between cost
effectiveness and recharge vouchers offered by DTH services.
Suggestions

1.Since cable is preferred because of less cost and limited channel

the DTH service providers can concentrate more towards their

channel package and make them cost effective.
2.Dish Tv has to be improved in areas such as pricing, innovative

packages and channel package variety.

3.Sun Direct has to be improved in areas such as channel

package variety, customer support, signal coverage and

innovative packages and services.



4.Airtel has to be improved in areas such as movies on demand, pricing.
5.Tata Sky has to be improved in areas such as pricing and channel

package variety
6.Big TV has to be improved in areas such as signal coverage, demo

facility, movies on demand, pricing

7.Videocon has to be improved in areas such as customer awareness,

pricing, innovative packages and movies on demand.




Conclusion
• DTH industry uses different marketing strategies for promotion and
sales of its products. It gives advertisements with their brand
ambassadors which attract customers, door to door selling, on the
phone selling, discount and offer sales, packages, etc. Marketing
practices is a continuous process as the competition keeps
increasing among the players in the industry. Each player is
investing lot of money in promoting there brands.


• In conclusion, each player has cautiously segmented the market

through an expanded product range at appropriate price points to
stay competitive. By offering packages like cinema active, sports
active, movie active, music active is targeting people with specific
lifestyles. Premiering new movies within weeks of their releases is
targeted at people who want to see latest movies at affordable
prices. Therefore the success or failure of any DTH service
providers depends on its product and its attractive offers.

Bibliography

• www.dishtv.in
• www.tatasky.com
• www.airtel.in/digitaltv
• www.sundirect.in
• www.d2h.com
• www.bigtv.co.in
• www.sebi.govt.in



THANK YOU