DTH war in India

8/9/2019 DTH war in India

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Compiled ByRadhika Vaze Roll NoB. Chaitanya Kumar Roll No

Kavita Baeet Roll No - 10


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1959 - Launch of Doordarshan (countrys national television network Black & WhiteTransmission)

1982 - 9th Asian games held in New Delhi heralded the mark of colour television broadcastin India.

1991 - Indian economy liberalized leading to influx of foreign channels like Star TV and

creation of domestic channels like Sun TV and Zee TV.

1992 - Emergence of Cable TV industry but sudden onset of growth made it as adisorganized sector.

1995 Government passed Cable TV Networks Regulation Act.

2002 Cable TV Networks Act was amended and Government decided provision of CAS.

2003 CAS rolled out in market starting from Chennai & later to parts of Delhi, Mumbaiand Kolkata.


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DTH stands for Direct to Home television.

Defined as The reception of satellite programmers with a personal dish in anindividual home

DTH puts the broadcaster directly in touch with the local customer.

DTH consists of :1. Broadcasting centre2. Satellites3. Multiplexers4. Modulators5. DTH receivers


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DTH services were first proposed in India in 1996 but was not approved due toconcerns over national security.

Also, United front government has banned usage of Ku transmission band.

In 2001,after the formation of the new government ban was lifted and TRAI

issued guidelines for operating DTH.

The operators were required to setup earth stations in India within 12 months forgetting the license of broadcasting whose cost was 2.14 $ million and will bevalid for next 10 years.

1st

private DTH license was given to Dish TV in 2003.


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Digital quality picture. Value added services. Better coverage. N no. of channels. Radio facility. Movable. Channel lock facility. Less wiring. No dependency on cable operator. Proper payment.


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91% market untapped.

Growth opportunities 10 times greater than US & Europe

Growing Economy

Government Influence ( CAS mandatory)

Rising Awareness & Ease of installation

Poor quality services by cable operators


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MarketShare

30% 25% 22% 13%

Technology MPEG-2 MPEG -4 MPEG-2 MPEG-4

Channels 180 200+ 205 250Subscribers 3.0mn 5.4 mn 1.5mn 50000

Offers Free Set Top Box.

Silver plan offers135 channels at

Rs113 excl taxes

Basic package ofover 130 + channels

for a introductoryoffer of Rs.999(10months

subscription) alongwith free Dish & Settop box and Rs 1000towards installationcharges

Cheapest packagestarts at Rs 100. Rs1,000 installationcharges including

STB (Set Top Box).


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Edges Indias economicalservice provider inDTH segment.

Value AddedServices like MovieOn Demand, Pay perview (PPV).

Gaming

Astro Active

Sports Active

News Active

Easy ProgrammingGuide

MultilingualServices

Other ActiveServices - Shaadi

Active, ICICI Active

First one to offer HDTV ( High definition )content

DVD quality

entertainment at anaffordable priceSupported byIrdeto's conditionalaccess solution

Easy Top-Up throughIVRS, SMS, Credit /Debit card/ OnlineBanking.

1st to provide DVRin the Indian Market.

1st to offerinteractive servicesrelated toEducation, Cooking,Quizzing, and Sportto 24x7 darshan ofleading temples ofthe country.

3 high-end 24x7 callcentres inHyderabad, Mohaliand Punesupporting 11languages.

Exclusive access to

Lowest tariff offers.

Niche foreignchannels for highend customers .

200 TV channels inthe initial stage.

12 satellitetransponders.

Set top boxes hasDigital VideoRecording facility.

Easy programmingguide & 24x7Customer Service.

Interactive services& Parental control.

Facility to watch 12

channels at a time


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Dish TV is promoted by Sharukh Khan who appeals to theuniversal audience.

Tata Sky has roped in Aamir Khan who guarantees

entertainment

Big TV hijacked the Airtel Digital teaser campaign byfloating its own campaign on similar lines with severalBollywood stars


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Innovative Techniques Competition.

Tax issues


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DTH service market in India has emerged as one of the most lucrativemarkets which have successfully resisted the impacts of the currenteconomic slowdown.

Any new industry will have to go through its learning curve and must

achieve its critical mass to break even. The DTH industry is at a nascentstage and the onus is on the industry players to give it shape and directionand create a viable environment for business growth.

The future of DTH industry will largely depend on innovative marketing

tactics adopted by the DTH players. The stage is all set for DTH industry.Let the real game begin.

DTH war in India

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