ajay tiwari mrp
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major research projectOn
‘‘
A Comparative Analysis Of DTH VersusSingle Cable Network services with special refrainsto Indore city’’
Submitted in partial fulfillment of the requirements of the course
MASTER OF BUSINESS ADMINISTRATION(Session: 2009-2011)
Project Guide Submitted ByProf. Ankita Neema Mr. Ajay TiwariFaculty VIMR, Indore MBA IV Semeste
VINDHYA INSTITUTE OF MANAGEMENT & RESEARCHINDORE (M.P.)
Submitted To
DEVI AHILYA VISHWAVIDYALAYA, INDORE
2011
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Certificate of Faculty Guide
This is to certify that Mr Ajay Tiwari student of MBA Program, Batch 2009-
2011, Enrolment No. D09MBA2480018 has completed his/her Major Research
Project entitled “A Comparative Analysis Of DTH Versus
Single Cable Network with special refrains to Indore city” under
my guidance.
He carried this project with full sincerity and dedication.
Date
: 00/08/11Faculty Guide
Prof.Ankita NeemaFaculty VIMR, Indore
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STUDENT’S DECLARATION
I hereby declare that the project report entitled “A Comparative Analysis
Of DTH Versus Single Cable Network with special refrains to
Indore city” submitted by me to Devi Ahilya Vishwavidyalay, Indore
through Vindhya Institute of Management And Research(VIMR), Indore for
consideration of the award of Master of Business Administration (MBA)
represents my own work except for the guidance and/or suggestions received,
which have been suitably acknowledged.
I further state that this work does not form part of my or any other report
submitted to this or any other University/Institution for the award of any degree
or diploma.
Date: 00/08/11
Place:Indore
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TABLE OF CONTENTS PageNo.
• Chapter-1INTRODUCTION
Conceptual Framework 05-18
Review of Literature 19-31
Rationale Of the Study 32-33
Objective of Study 34-35
• Chapter-2
METHODOLOGY
The Research Design 36-39
The Sample 40-41
The Tools 42-44
For Data Collection
For Data Analysis
• Chapter-3
DATA ANALYSIS & DISCUSSIONS 45-53
• Chapter-4
CONCLUSION 54-55
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• Chapter-5
LIMITATIONS 56-57
• Chapter-6
SUGGESTIONS AND IMPLICATIONS OF STUDY 58-59
• Chapter-7
REFERENCES 60-61
•
Chapter-8APPENDICES 62-64
Questionnaire
Data Sheet
Chapter -1
INTRODUCTION
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Introduction
DTH& Cable TV :-
The way DTH reaches a consumer's home is different from the way cable TV does. In DTH,
TV channels would be transmitted from the satellite to a small dish antenna mounted on thewindow or rooftop of the subscriber's home. So the broadcaster directly connects to the user.
The middlemen like local cable operators are not there in the picture.
DTH can also reach the remotest of areas since it does away with the intermediate step of a
cable operator and the wires (cables) that come from the cable operator to your house. As we
explained above, in DTH signals directly come from the satellite to your DTH dish.
Also, with DTH, a user can scan nearly 700 channels!
DTH offers better quality picture than cable TV. This is because cable TV in India is analog.
Despite digital transmission and reception, the cable transmission is still analog. DTH offers
stereophonic sound effects. It can also reach remote areas where terrestrial transmission and
cable TV have failed to...
From slums to high rises, interior villages to the swankiest locations, one consumer electronic
appliance that you’ll see in Indian homes is the TV. A report from a market research firm
pegs TV sales at 1.87 corer units in 2011, with a growth rate of 9 per cent per annum.
In the mid 80s, after the Asian Games had kicked off the television revolution in
India, the content provider was the state channel Doordarshan. There were no fights
over the remote because apart from the fact that most TVs didn’t come with a remote,
there was only one channel to watch. The typical Indian family gathered to cry with
soaps, watch mythological series in wonder and awe and entertain themselves with an
odd movie or two each week.
The situation changed in the 90s as the skies opened and private operators were
allowed to beam content into Indian homes. Other factors like TV sets getting better
and cheaper and economic liberalization enabling a whole lot of people to stop
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worrying about basic necessities led to the boom. Soon there were channels for just
about every topic under the sun with a new bunch launched each week or two.
The usual mode of delivery of these channels was cable. The system worked in this
way—channel operators scrambled their channels and uploaded them to a satellite,
usually a geostationary one. This satellite beamed content to dish antennas, installed in
individual homes or a cable operator’s office. They are unscrambled, converted from
digital to analogue and then piped to individual homes using a network of previously
laid coaxial cables. Subscribers plugged this cable to their TV.
Though it seems simple enough in practice there were plenty of hurdles. The channels
had no direct contact with the viewer and they had no idea how many people they
were reaching out to. Viewers complained about lousy picture quality and suddenly
absent channels. The cable operator replaced the crooked shopkeeper as the
neighborhood villain. Besides they were largely fragmented and in a particular area
each operated as a monopoly. Also there were some obvious problems like cables and
infrastructure that would always be an impediment to cable TV becoming ubiquitous.
Enter Direct To Home (DTH) television. This new technology cuts out the cable
operator from the entire viewing chain and gets the viewers all the goodness of clear
crisp television without any annoying cables and disturbances in between. The
viewers install small dish antennae on their premises. These antennae get the
scrambled digital feed from the satellites which is unscrambled by the set top box,
converted into analogue and then displayed on the TV.
Another new technology that is catching the fancy of big corporates, content providers
and viewers is something called IPTV. An acronym for Internet Protocol Television,
television programmers’ are delivered through broadband cables that are snaking
slowly across many Indian cities. There is also digital cable where the cable operator
is still involved but features high-resolution pictures and better sound through use of
superior encoding techniques like MPEG-4.
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All these digital distribution platforms will see exponential growth in the coming
years. According to Ernst and Young by 2010, 28 per cent of India’s 10 crore pay TV
households would switch to such platforms with DTH garnering the lion’s share.
India is a market with 80 million pay-TV connections. Pay-TV revenue leakage
touched USD 985
million in 2007. India is a dynamic market. Ten years ago, 20 per cent of Indian
homes could receive only government services broadcast on one channel operated by
Doordarshan, the national, state owned television operator. By 1997 there were 50
private satellite channels and 19 different services from a revitalized Doordarshan.
Today, one-third of the homes have television and about 10 per cent of these subscribe
to cable. Comprehending the needs of the Indian market,
NDS, back in the year 2000, committed to the development of a locally run R&D
centre in Bangalore which was started with 30 highly qualified engineers. Around this
time, NDS was awarded a key contract and became the exclusive supplier of digital
conditional access systems to Doordarshan.The first digital encryption of a
Doordarshan broadcast signal was, DD Sports; broadcasting live to 6,000 head ends
on September 14, 2000,it reinforced NDS as the world’s leading conditional access
system (CAS) supplier. At the dawn of 2008, it is evident the television sector in India
is reveling in the developments of the years gone by and looking forward to further,
rapid, progress in the times ahead. Eight years on, the NDS Bangalore R&D centre
now employs more than 750local skilled engineers developing revolutionary
technologies for the Indian and global markets. NDS now also runs management and
support centers in Mumbai and Delhi and is committed to further investment in India
to support the needs of the rapidly developing Pay TV industry.
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What is DTH?
DTH stands for Direct-To-Home television. DTH is defined as the reception of
satellite programmers’ with a personal dish in an individual home.
DTH does away with the need for the local cable operator and puts the broadcaster
directly in touch with the consumer. Only cable operators can receive satellite
programmers’ and they then distribute them to individual homes. First Indian DTH
service began by Doordarshan as Doordarshan Direct Plus which is a free
Service in 16th Dec, 2004
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How does DTH work?
A DTH network consists of a broadcasting centre, satellites, encoders, multiplexers,
modulators and DTH receivers.
A DTH service provider has to lease Ku-band transponders from the satellite. The
encoder converts the audio, video and data signals into the digital format and the
multiplexer mixes these signals. At the user end, there will be a small dish antenna
and set-top boxes to decode and view numerous channels. On the user's end, receiving
dishes can be as small as 45 cm in diameter.
DTH is an encrypted transmission that travels to the consumer directly through a
satellite. DTH transmission is received directly by the consumer at his end through the
small dish antenna. A set-top box, unlike the regular cable connection, decodes the
encrypted transmission.
What is cable-TV
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Cable television is a system of providing television to consumers via radio frequency
signals transmitted to televisions through fixed optical fibers or coaxial cables as
opposed to the over-the-air method used in traditional television broadcasting (via
radio waves) in which a television antenna is required. FM radio programming, high-
speed Internet, telephony, and similar non-television services may also be provided.
The abbreviation CATV is often used to mean "Cable TV". It originally stood for
Community Antenna Television, from cable television's origins in 1948: in areas
where over-the-air reception was limited by mountainous terrain, large "community
antennas" were constructed, and cable was run from them to individual homes.
The cable TV industry is developing under the direction of pay-TV broadcasters,
MSOs and independent cable operators. The industry is clearly divided into CAS-
ready networks, non CAS-ready networks, semi-urban networks, urbanized rural
networks and rural networks. The challenge for cable exists in rural areas where
installation and application are extremely cost prohibitive; nearly three quarters of
India is designated rural territory.This has created an opportunity for DTH, which
serves an immediate threat to the cable networks. Despite DTH’s suitability for
remote Clusters, high initial costs limit entry into semi urban and rural homes.
Anticipating the need for a cost-effective solution in India, NDS introduced Video
Guard Express in October 2007. Video-Guard Express is a cost-effective CA solution
for smaller operators migrating from analog to digital broadcasting. By offering a
standard configuration pre-integrated to a set top box (STB),
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NDS’s Video Guard Express is able to reduce both the cost and time required to
deploy a digital pay-TV system, delivering content and service protection to ensure
steady cash flow without piracy.
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Details of company
MAJOR PLAYER OF DTH SERVICE
There are six major & private players in Indore market, Dish TV, Tata Sky, Sun
Direct, Big TV, Airtel Digital TV and Videocon D2H.
Dish TV :- Dish TV - Zee group Dish TV is a venture by the Essel Group and was
launched in 2004. Dish TV is India’s first private player in DTH industry with a
presence in 19 states. It has a subscriber base of 5.07 million (March2009).
TATA Sky :- TATA Sky Joint venture between Tata Group and UK- based British
Sky Tata Sky was incorporated in 2004. TATA is one of India's largest and most
respected business conglomerates and the SKY brand, owned by the UK-based British
Sky Broadcasting Group has over 20 years of experience in satellite broadcasting. It
launched its service span-India in August 2006. Within a short span of time itgarnered a subscriber base of nearly 4 million (Aug 2009)
Sun Direct:- Sun Direct is a DTH service in India headquartered in Chennai, Tamil.
Sun Direct is an joint venture between the Maran family and Astro Group of
Malaysia. With 170+ TV channels and 31 Radio channels, Sun Direct has a subscriber
base of 3 million (April 2009)
Big TV:- Reliance BIG TV Limited a part of Reliance Anil Dhirubhai Ambani
Group. Reliance Communication a more recent entrant in the DTH space has the
brand name ‘Big TV’. It has
Aggressively priced packages as low as Rs. 1490 with an offering of 64 channels and
a three
month free subscription in addition to 20 video-on-demand movie channels. Within a
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short span
of time it garnered a subscriber base of nearly 1.8 million ( Aug2009)
Airtel Digital TV :- Airtel DTH - Bharti Airtel Limited The recent and much talked
about player in the market is Bharti- Airtel. A teaser campaign ‘See you at home’ was
followed up by a multi- starrer campaign with celebrities like Saif Ali Khan and
Kareena, Vidya Balan and Madhavan and Indian cricketers Gautam Gambhir etc.It
has a subscriber base of 1 million (June 2009)
Videocon D2H :- Videocon D2H Videocon the big Indian consumer durable player
launched itself in the DTH market in June 2009 through its media arm Bharat
Business Channel (BBCL). Right now it has offered services in Punjab, J&K,
Chandigarh, Haryana and Himachal Pradesh with packages as low as 150 per month.
Advantage over other players is that Videocon already makes analog set top box
hence they are likely to manufacture Set Top Box for their DTH service as well.
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a) BACKGROUND- Asia and the Pacific
Broadcasting in Asia continues to grow by leaps and bounds. Penetration is
consistently on the rise with DTH and cable penetration currently reaching one in five
TV households and estimated to reach one in three households by 2005. In 1991, the
first subscription DTH service was launched which led the way in the Asian satellite
revolution.
In earlier days there was only one TV channel in India the Doordarshan Channel
doordarshan was owned and operated by government of India. In that era every home
which had a TV set used to have its own antenna to capture the signals. The 9th Asian
games which were held in 1982 in the country’s capital New Delhi heralded the mark
of color TV broadcasting in India. In 1991, Indian economy was liberalized from the
License Raj and major initiatives like inviting foreign direct investments, deregulation
of domestic business emerged. This lead to the influx of foreign channels like
Star TV and creation of domestic satellite channels like Sun TV and Zee TV.
This virtually destroyed the monopoly held by doordarshan. In 1992, the cable TV
industry started which lead to revolution. Every city in the India had a complex web of
co-axial cables running through the streets with a new breed of entrepreneurs called
as cable wallahs or Local Cable Operators (LCO) taking in charge of distribution.
The film industry was shocked by this sudden growth and there were even organized
protests for calling off the Cable TV industry. There were simply too many
cable operators in the country and the channels had a difficult time in getting its returns
as the existing system was a non-addressable and the operators could simply give
a reduced number of subscribers to amass profit. This lead to the emergency of a new
breed of firms called as Multi System Operators (MSO) who had heavy financial
muscles to make capital investments. The MSO industry became highly monopolistic
which warrants government participation to ensure competition.
The Cable Television Ordinance Law was paased in January 1995. 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
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cable operators. The growth of TV channels & cable operator s created a big industry
and market opportunities. Untill few years back there were as many as 1,00,000 cable
operators across India. However the services provided by cable operators were poor.
The strikes, increase in tariff plan, selective broadcast and poor services were major
cause of dissatisfaction among the customers. This has created an opportunity for
DTH, which serves an immediate threat to the high-end cable networks. Some of the
key players in the industry are Dish TV by Zee group, Tata Sky joint venture of Tata &
Star TV, Big TV by Anil Dhirubhai Ambani Group, Digital TV by Bharati Telemedia,
SUN Direct from the promoters of Sun TV. There is an immense opportunity for DTH
in the Indian market. The opportunity in India almost 10 times that in developed
countries like the US and Europe. For every channel there is a scope for broadcasting it
in at least ten different languages. So every channel multiplied by ten, that is the kind
of scope for DTH in the country.
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b) HISTORY –
DTH services were first proposed in India in 1996. But they did not pass approval
because there were concerns over national security and a cultural invasion. In 1997,
the government even imposed a ban when the Rupert Murdoch-owned Indian Sky
Broadcasting (ISkyB) was about to launch its DTH services in India.
Finally in 2000, DTH was allowed. The new policy requires all operators to set up
earth stations in India within 12 months of getting a license. DTH licenses in India
will cost $2.14 million and will be valid for 10 years. The companies offering DTH
service will have to have an Indian chief and foreign equity has been capped at 49 per
cent. There is no limit on the number of companies that can apply for the DTH
license.
The history of dth services in India dates back to 1996. But, the proposal couldn’t get
through policy hurdles because of concern over national security. It was finally
allowed in July 2006. As of now, number of total customers stand at 14 million
whereas total cable TV households number is 75 million . That reflects the huge
potential of this industry in the long run.
Major Indian DTH players are; Dish TV which is also the largest private dth player.
DD direct, Tata Sky, Sun Direct, Big Digital TV etc are other major players. New
entrants are Airtel Digital TV and Videocon. Old and established players like Dish TV
and Tata Sky employ MPEG-2 technology while majority of other players use MPEG-
4 technology. MPEG-4 technology is more efficient in broadcasting superb quality
video and more channels as well. India is a market with 80 million pay-TV
connections. Pay-TV revenue leakage touched USD 985 million in 2007. India is a
dynamic market.
Ten years ago, 20 per cent of Indian homes could receive only government services
broadcast on one channel operated by Doordarshan, the national, state owned
television operator. By 1997 there were 50 private satellite channels and 19 different
services from a revitalized Doordarshan. Today, one-third of the homes have
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television and about 10 per cent of these subscribe to cable. Comprehending the needs
of the Indian market,
NDS, back in the year 2000, committed to the development of a locally run R&D
centre in Bangalore which was started with 30 highly qualified engineers. Around this
time, NDS was awarded a key contract and became the exclusive supplier of digital
conditional access systems.
CAS-ready networks, semi-urban networks, urbanized rural networks and rural
networks. The challenge for cable exists in rural areas where installation and
application are extremely cost prohibitive; nearly three quarters of India is designated
rural territory. This has created an opportunity for DTH, The direct-to-home (DTH)
TV sector in India continues to expand rapidly, attracting large investments from new
and existing players over the past few months and is showing no signs of slowing
down due to economic recession. The DTH market which began commercial
operations in 2003 has been able to acquire over 12 Million subscribers during the
past five years. The number of DTH subscribers has nearly tripled in 2008 compared
to the previous year, driven by the entry of two new players.
In India the number of DTH subscribers is forecasted to grow at a CAGR of around
25% during 2009-2012.
Currently, the Indian DTH market is being served by five private players, Dish TV,
Tata Sky, Sun Direct, Big TV and Airtel’ Digital TV, with one more planning to roll
out its commercial services soon in the country. For the purpose of this report, we
have not included Doordarshan in our research as this is a free DTH service channel.
Given the superior quality of DTH services in terms of viewing and interactivity, the
number of DTH subscribers has been soaring. However, the current number of DTH
subscribers constitutes only a meager proportion of the total number of TV
households, indicating vast future growth potential.
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Chapter -2
REVIEW OF LITERATURE
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REVIEW OF LITERATURE
1. Wednesday,Nov17,2010,
Place: New Delhi |
Dish TV, part of the Essel Zee group, which partly owns DNA, announced it has cross
the 9 million subscriber mark — making it Asia’s largest DTH firm, according to the
company.
Continuing its subscriber acquisition spree, Dish TV added 1 million subscriber
additions in less than three months. Having reached the momentous 8 million
subscribers mark in the last week of August 2010, the 9
million number implies an almost two-fold increase over its average subscriber
addition run-rate off late.
Having already added 2.1 million subscribers since April 2010, Dish TV is gunning
for 3 million subscriber acquisition target for the current fiscal.
RC Venkateish, CEO, Dish TV, said, “Just like 8 million, the 9 million subscribers
target has also been achieved ahead of our estimates.
With more festivals round the corner and thrust coming in from a cricket heavy season
in the fourth quarter, the growth momentum is firmly in favor of DTH in the pay TV
market.”
Late last year, Dish had inked fixed-pay contracts with channel-owners, allowing the
firm to increase subscribers without worrying about added outgo in terms of
subscription revenues paid to channel-owners.
2. January 15, 1986 The DTH World Changes Forever
January 15, 1986 began like any other day in America. The lines were long at satellite
dealerships, and sales were good. As the day wore on, suddenly the video on HBO
was replaced by unrecognizable lines and the audio was gone. At that very moment,
the hardware-based DTH industry transitioned into one which would be driven by the
sale of software - programming. The effect of scrambling one service out of many
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dozens -- albeit a high profile service such as HBO -- should have been a short-term
manageable market development, especially in light of the fact that decoders (then
manufactured by MA/COM, later to become part of GI) for the signal were available,
and HBO stood ready to sell the service to any DTH consumer. This was not to be
however, as the news of scrambling hit the national media with a message that, "....the
skies have gone dark for disowners." This highly inaccurate message was then
reinforced by large scale negative advertising campaigns by cable operators which
depicted satellite dishes as expensive and ugly contraptions which now at best would
make for Olympic-sized birdbaths. The first thing to happen was the wholesale
defection of retailers who had entered the business in 1985 in searchof the easy sale.
This was followed by a bitter internal industry battle over scrambling which soon saw
existingDTH system owners drawn into the fight to preserve the free airwaves. Worse
yet, the industry allowed thisbattle to spread to new consumers as they entered dealer
showrooms to consider the purchase of a dish. It evengave birth to three nightly
satellite-delivered talk radio networks dedicated to discussing/debating the
changingindustry. The political fireworks generated by these shows demonstrated the
fact that the industry wasapproaching a meltdown.The impact on sales of new DTH
systems was dramatic. From 735,000 systems in 1985, the industry plummetedto
225,000 units. An estimated 60 percent of all retailers in the industry on January 1,
1986 were gone as theyear came to a close. Fire sales dominated the marketplace as
hardware manufacturers and distributors eitherleft the business or fought to generate
sufficient cash flow to hang on. Clearly, the DTH industry was rapidlyapproaching a
fork in the road on the way to survival or oblivion
3 By Mr. Channel on January 21, 2011
If you’ve been a regular cable TV user for a while and have been looking to switch to
Dish TV (or any DTH), and you’re confused to switch your cable TV to dish TV, this
article will help you to decide. Here are some advantages of Dish TV comparing with
Cable TV .
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• More Channels, Picture Quality, Availability, Digital Video Recording (DVR),
High Definition Television experience., Mobility, Multi recording/live pause,
International channels, Communication and Service:
Overall, we can conclude this article by saying that Direct to Home systems like Dish
TV, Tata Sky etc. are far more convenient, comprehensive and better in just about
everything as compared to their Cable counterparts.
So don’t think twice! Go Dish! If there are any more benefits you’d like to list, please
comment in the comments area people!
4.By Rashi jain on march 2009 in noida…
If we look at the reports of late, it will be realized at once that the DTH service in
India is getting popular with the passing of each week almost. Now the question
remains what does DTH stand for. In accordance with experts, DTH does symbolize
direct to home services. Perhaps this is not enough for you. We, in that case, must get
more specific. DTH home TV, to put it briefly, did bring satellite television cable
system in the sphere of Nepal for the first time. Nevertheless, in India the need of
DTH is greater than in any country and the reason is quite obvious. The population in
India does outshine any other country easily and hence, the demand of DTH service is
also very high. You may not believe but the rate of growth of DTH service in India
(from 2009 to 2012) has been no less than 38.9 percent, if not more.
India has become a great market for the DTH satellite television services. The launch
of the airtel digital television to place in three years back by bhartiya airtel. At the
same time, the huge television brand from the company reliance was launched as well.
These two companies promised the world level consumer support service that upset
the balance of presnt DTH service providers in India.
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What is DTH? Why is DTH Different from Cable TV?
In DTH, TV channels will be transmitted from the satellite to a small dish antenna
mounted on the window or rooftop of the subscriber's home. So the broadcaster
directly connects to the user
DTH can also reach the remotest of areas since it does away with the intermediate step
of cable and wires (cables) that come to your home.
DTH offer digital superior quality picture against cable tv today which is most
analog .
<storng>How is DTH (Direct to Home) service different from existing cable TV
service?</storng>
DTH is an encrypted transmission that travels to the consumer directly through a
satellite. DTH transmission is received directly by the consumer at his end through a
small dish antenna. The encrypted transmission is decoded by an individual STB at
your home.
The other advantage of DTH is the availability of satellite broadcast in rural and semi-
urban areas laying of cable is difficult.
Due to digital compression techniques, many more niche channels are available than
cannot be provided by cable operators.
DTH also offers digital quality signals which do not degrade the picture or sound
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quality. It also offers interactive channels and program guides with customers having
the choice to block out programming which they consider undesirable.
6. Written by Mr. sushubh on October 25, 2008
When DTH arrived in the Indian market, we all felt much much better. Finally we had
an alternative to kick the ass of the cable guy. After a year or so… we are now
realizing that DTH is a complete ripoff. A scheme planned to loot the Indian
customer. It promised the world. It delivered a dud. We were told that we would have
choices. Well, we had choices but they all suck. We buy a DTH connection. We do
not get portability. We are stuck to a single company. That company decides to
increase the price? We are fooked. That company decides to close down its call
center? We are fooked.
A media group decides to increase the price of their channels? We look for ways to
make sure we get them. At an inflated price.
Another thing. We now pay more for each channel while they throw at us same
amount (if not more) of advertising. And I thought the concept of paid channels was to
end up getting a better service with less interference. If only the cable guy was a saner
person with a less devil personality. DTH would have never dared to arrive.
7.By pro. Ramesh shing on 2 April 2010
Since its inception in 2003, the Indian Direct-To-Home (DTH) TV industry has been
growing at a rapid pace. This growth has been supported by huge investments by the
existing and new players. Defying the global trend of economic crisis, DTH industry
posted significant growth in 2008 and 2009.
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The DTH market acquired around 16 Million subscribers by the end of 2009, an
increase of approximately 44% over the 2008 levels. With the entry of new players in
the Indian DTH industry, competition is getting intense. Due to this intensifying
competition, installation prices are declining and subscribers have a wide range of
options to make choices.
8. On 25 Dec.2009 in Delhi
Market comparison of DTH and cable TV
The cable system is well entrenched in India and is showing quite rapid growth. If
DTH had come to India in
1
996-97 (like Star had originally attempted), then it could have made significant
breakthrough. Europe is an example of this. DTH developed there before cable and
now controls nearly
80 per cent of the total satellite television subscriber base. But in US, cable rules
because it came before DTH .
DTH will definitely cut into the existing cable user base. It will make the local cable
operator less important and take business away from him. It will give consumers
greater choice. But it is likely to be an up market premium product and most middle
class households will stick to cable tv.
9.KARACHI Market survey for DTH service
A market survey evaluating the possible application of direct-to-home (DTH) telecom
service is being conducted to determine the number of licences which will be issued,
Mushtaq Malik, the chairman of the Pakistan Electronic Media Regulatory Authority
(PEMRA), informed Pakistan Today on Wednesday.
DTH is a digital satellite service that provides television services direct to subscribers.
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"DTH is the requirement of the market now, and we support the introduction of this
technology. It appears that the market's small size can only sustain one such service
provider in the country; the regulator can expect heavy pressure from potential
providers to issue more licenses."
There is currently no DTH service in Pakistan, while there are seven DTH operators in
India alone. Malik said that in 2003, a bid was issued for DTH service, two TV
channels applied. "They were supposed to pay a fee of Rs 250 million in a single lump
sum, but they went to the Sindh High Court to gain permission to pay in installments,"
he said, adding that if installments had been originally stipulated, more bidders would
have been invited," he added in frustration.
The two channels paid Rs 120.5 million and Rs 60.5 million, respectively, to PEMRA
and both are now determined to seek a DTH licence. "Two or three cheques that one
of these channels gave to the regulator have bounced, and we are still awaiting full
payment."
Recently, a representative of General Satellite Corporation of Russia, Dolgopolsky,
announced during a visit to the Federation of Pakistan Chambers of Commerce and
Industries that his company is interested in collaborating with Pakistani channels for
DTH service provision in Pakistan.
He also claimed that his company was ready to bear half of the total cost of the
project. "The average cost of these types of projects is around $20 million but the cost
will vary according to model and services launched," said Malik.
According to experts, DTH technology is capable of transmitting audio/video signals
to subscriber's premises by using geo-stationary satellites, the small dish antennas are
used to receive signals by using set top box with a higher quality audio and video
signal than is currently available in the domestic market.
Cable TV currently generates high revenue with DTH posing a threat to existing
analog and digital cable TV systems, especially due to its proximity and low-cost
penetration in rural areas, experts opined.
The emergence of DTH could potentially, contract the revenue earned by cable
operators A thorny issue is also the restriction placed on any potential licensee to use
PAKSAT designation for the DTH service which is to be formally launched in the
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third quarter of 2012.
On the other hand, as indicated by PEMRA's annual report, infrastructure for a new
digital cable system is simply not in place. It has been indicated that the first phase is
incomplete and will be finished only by December, 2011 and that too, only for certain
urban localities.
The district-level penetration of digital cable TV system was meant to be launched in
January 2010 and completed by the end of December 2015. Experts said that if
PEMRA completes the digital cable TV penetration in Pakistan at both metropolitan
and district levels in five years as planned and launched the DTH service; it would
generate intense competition between both segments.
10. By Shilpa Jamkhandikar
Thursday, July 29, 2010
MUMBAI, INDIA: The Indian Direct-to-home (DTH) broadcast market is witnessing
a flood of premium and add-on services like HD (high definition) and gaming
features, but cost remains a stumbling block in efforts to woo customers, industry
players say.
In the last six months, major players like Dish TV, Tata Sky and Airtel have launched
high-end services like HD and PVR (personal video recording) in efforts to diversify
their product in an increasingly crowded DTH broadcast industry, but the jury is still
out on whether traditionally cost-sensitive subscribers will take the bait.
"This market will grow, but slowly. There is growth in value added services like
games, banking services or matrimony, but when it comes to premium services like
HD or PVR's, that will all depend on the cost of these services," says Salil Kapoor of
Dish TV, which was the first to introduce HD in the Indian market.
Others are more confident that quality will triumph over cost in a market which is
still dominated by cable operators, who provide cheaper service.
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"15 to 20 per cent of our new acquisitions have been on the back of HD sets, so we
are seeing a response from Sec A and B centers", says Ajai Puri, Director and CEO,
DTH, Bharti Airtel.
While the flood of added features are a bonanza for consumers, for DTH companies,
already battling competition from local cable operators and MSO's (multi system
operators), it also means a higher cost of acquiring subscribers.
A report by consulting firm Price water house Coopers says DTH players are
bleeding Rs 5 billion annually largely due to increased competition.
Players are facing challenges by having a very high subscriber acquisition cost. This
cost is around Rs 2,500 to Rs 5,000 per customer for a few operators and this
scenario is likely to continue, the report says.
The DTH market in India is currently at around 20 million subscribers and poised to
grow, especially in rural areas, where penetration is presently at 64 per cent as
compared to 34 per cent in 2008.
11. By Sathish on Sep 27, 2010 .
Despite fierce competition among direct to home (DTH) companies, consumers are
unlikely to see any further reduction in prices of new connections. Reducing costs
would mean incurring more costs for the DTH players, who are yet to achieve a break-
even.
Tata Sky recently came out with new pricing of Rs 999, under which it offers only theequipment (set-top-box). The consumer is now free to choose the content package. “It
is an unconditional offer, with no strings attached,” Mr Vikram Mehra, CMO, Tata
Sky said.
Rivals Dish TV, Sun Direct, Airtel Digital and Reliance Big TV claimed they were
already in the same price band of around Rs 900 if the cost of hardware is considered
on a standalone basis. As they bundle content with new connection, the package costs
range between Rs 1,399 and Rs 1,599 for various players. “We don’t have any plans
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to bring down our prices,” said Mr Sanjay Behl, CEO of Reliance Big TV. “In fact,
we command a premium of around 20 per cent in the market place, which we want to
maintain,” Mr Behl added.
Instead of focusing on costs, Reliance plans to invest in strengthening its product
offering. “We plan to add 12 more channels in next two weeks,” Mr Behl said.
Reliance currently offers 254 channels.
Dish TV, the market leader with over 8 million subscribers, has no plans to repackage
its costs in response to Tata Sky’s move. “We have no confirmed plans as of now,”
said Mr Salil Kapur, COO, Dish TV.
Acquisition cost
Aided by growing volumes and reducing hardware costs, Dish TV has seen a gradual
decline in its subscriber acquisition costs (SAC) in the past few quarters. Dish TV’s
SAC currently stands at Rs 2,147 in the latest quarter, against Rs 2,487 a year ago.
“Any festival offers that we plan would be worked out keeping in mind our subscriber
acquisition costs. We don’t want to incur any extra costs,” Mr Kapur said.
Industry analysts said any further subsidization of customer acquisition would delay
the profitability of these companies. “It (subsidizing) may spoil the consumer habit
and may not be good for the industry in the long-term,” an analyst said.
12. As per our new research report “Indian DTH Market Forecast to 2012”, the
number of DTH subscribers is forecasted to grow at a CAGR of around 25% during
2009-2012. This research provides extensive research and rational analysis of the
DTH market in India. It will help clients to understand the underlying potential of
DTH services in the Indian television industry. Various factors which will drive the
future growth of the DTH market in India have been thoroughly analyzed in the
report. The report will also help in gaining insight into the prevailing key trends and
developments that are contributing positively towards the growth of the market. Our
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report helps to understand the current market landscape while highlighting the future
market potential for each of the player studied. The study also explains the reason for
why all the incumbent players have been investing huge amounts in the promotion and
marketing of DTH services in the country. We foresee immense growth potential of
DTH services across remote locations where the reach of cable operators is very
limited.
13. Since its inception in 2003, the Indian Direct-To-Home (DTH) TV industry has
been growing at a rapid pace. This growth has been supported by huge investments by
the existing and new players. Defying the global trend of economic crisis, DTH
industry posted significant growth in 2008 and 2009. The DTH market acquired
around 16 Million subscribers by the end of 2009, an increase of approximately 44%
over the 2008 levels. With the entry of new players in the Indian DTH industry,
competition is getting intense. Due to this intensifying competition, installation prices
are declining and subscribers have a wide range of options to make choices. The
reason for high growth in DTH subscriber base can be attributed to the fact that
quality of service delivered by DTH is superior as compared to cable or any other
medium. Since DTH TV industry is currently in growth phase, it is expected to attract
a large number of subscribers in near future. As per our new research report “Indian
DTH Market Forecast to 2012”, the number of DTH subscribers is projected to grow
at a CAGR of around 18% during 2010-2013 to 39 Million by 2013. In 2008, the
DTH subscribers accounted for only a small proportion (less than 10%) of total
number of TV households in India, which were 119 Million, representing a huge
future growth potential. The report contains comprehensive information about all the
DTH service providers in India, with focus on in-depth analysis of their strengths and
weaknesses. It also explains the reason why all the incumbent players have been
investing huge amounts in the promotion and marketing of DTH services in the
country. The report highlights certain key marketing strategies along with the current
industry trends. These marketing strategies could serve as a benchmark for the
anticipated future growth in the Indian DTH market. Apart from this, the report will
help clients to recognize/identify the factors that will drive the country’s DTH market
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in coming years. The report also studies the Indian consumer behavior and elaborates
various factors which will enable people to switch to DTH in near future.
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Chapter -3
RATIONALE OF THE
STUDY
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RATIONALE OF THE STUDY:
Our main purpose of research is to compare the quality of direct to home service
and cable-TV also to study the consumer’s preference between direct to home
service and cable-TV and TRP of channels in Indore city. .
Our another purpose of this major research project is
to find out the scope of D2H service in Indore region & major service provider
in Indore. I can also get the knowledge about the Cost effectiveness of D2H
service in Indore.
Chapter - 4
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OBJECTIVES
OBJECTIVE OF RESEARCH
The research has following Objective
To identify the factors which make dth/single cable favorable or unfavorable
To compare the singlr cable with dth
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To study of the customer preference towards D2H service.
To compare the cost effectiveness of local cable & D2H service.
Factor affecting preference of D2H v/s single cable operator.
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Chapter-5
RESEARCH
METHODOLOGY
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Research Methodology
The study of research methods provides with the knowledge and skills one
needs to solve the problems and meet the challenges of the fast paced
decision making environment, three factors stimulate an interest in scientific
approach to decision making:
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The Study
Business ObjectiveResearch
Objectives
Research Design
Sample Design
The Tools
Data Collection Data Analysis
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a) Research Design
Exploratory Research
Exploratory research would be carried out to get Qualitative data in order to
gain a qualitative understanding of the underlying study.
Desk Research
Desk Research would be carried out to obtain Secondary Data. The Internet
would be used to gather the required data to carry on the study.
Descriptive Research
Descriptive research would be carried out to meet the objectives of the research
and generalize the results from the samples collected from the investors. The
survey method involving a structured questionnaire would be used to elicit
specific information from the investors.
Personal interviews would be conducted in order to gather the required
information.
.
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b) Defining variables to use
1. Cost effectiveness.
2. Services of D2H.
3. Picture quality.
4. Preference of customers.
c) Sample Design
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Sample Methods - Random Simple Sampling
Sample size - 100 (Taken within Indore city)
Primary data - Questionnaire
- Interview
SAMPLE
While deciding about the sample of research, it is required from the Researcher’s
point to pay attention to these under mentioned points:
I. Sample Units: The sample design being chosen for this research is Judgment
sampling. Judgment sampling is that sampling in which element from the population are purposively selected. That’s why ;Judgment sampling is also called purposively sampling.
The size of the sample is 100
The sample size of research is taken from various area of city which are asfollows :
• Bhanwarkua (30 questionnaire fill this area)
• Palasia(20 questionnaire fill this area)
• Rajendra nagar(25 questionnaire fill this area)
• Jaora compound(25 questionnaire fill this area)
.
II. Sampling size: This refers to the no. of items to be selected from the universe
to constitute a sample. This is a major problem before the researcher. The size of
sample should neither be excessively large not too small, it should be optimum.
This size of population must be kept in view for this also limits the sample size
.Sample size in this research is 100.
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The research design is Descriptive studies. It is the simplest type of research.
Descriptive studies are well structured, . Data are collected by using one or more
appropriate methods like observation, interviewing and mail questionnaire.
Descriptive studies are undertaken in many circumstances:
d )Tool for data collection
There will be two sources of data collection:
• Primary source
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The primary data will be collected by surveying people working in
R&D in Indore, using a semi- structured questionnaire.
• Secondary source
The secondary data is collected from books, news paper,
advertisement, media, journals and internet related to knowledge
management.
e) Tools for data analysis
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To know the response, I have used the questionnaire method in sample survey. If one
wishes to find what people think or know, the logical procedure is to ask them. This
has led researchers to use the questionnaire technique for collecting data more than
any other method.
In this method questionnaire were distributed to the respondents and they were asked
to answer questions in the questionnaire. The questionnaires were structured non-
disguised questionnaire because the questions, which the questionnaire contained,
were arranged in a specific order besides every questions asked were logical for the
study, no question can be termed as irrelevant.
The questionnaire, were non-disguised because the questionnaire were constructed so
that the objective is clear to the respondent. The respondents were aware of the
objective. They knew why they were asked to fill the questionnaire.
Appropriate statistical tools will used for data analysis like mean, factor analysis,
ranking method, Pie chart etc..
1. Mean and Standard deviation will be used to evaluate the consistency of the
D2H services.
2. Factor analysis will help in evaluate the preferences and attitudes of the
customer toward D2H services.
3. D2H services will be analysis percentage bases.
4. Also use pie chart, bar gaff.
Data analysis
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COMPARISION BETWEEN DTH AND CABLE-TV (based on secondary data)
Following is the comparison between Cable TV-CAS& DTH Cable TV-CAS DTH
Cable TV-CAS DTH
Technology In addition to satellite downlinking being analog, last mileconnection still remains analog inmany cases. The set top boxes can
be digital or analog depending onsubscriber preference. Thereforequality of reception may beinferior compared to DTH.
DTH transponder down linkingis digital and the set top boxesare also digital. Quality of reception may be superior compared to Cable TV-CAS
Independent of LCO No YesConsumer redressalfacility for poor servicequality
Will be available (TRAI regulationmakes it mandatory for the MSOsto set 24 hours customer servicecells)
It is upto the individual service providers to provide thisservice(No TRAI regulation)
Set Top Box The set top box can be either ‘purchased’ or taken on ‘rental’scheme. At present there are tworental schemes, (1) digital set top
box will be provided at a monthly
rental of Rs30 / month plusrefundable deposit of Rs.999 witha deduction of Rs.12.50/month, (2)set top box will be provided at arent of Rs.23 (for analog) or Rs.45(for digital) plus refundabledeposit of Rs.250 with a deductionof Rs.3/month.
No rental scheme is availablefor set top box. The viewer buysa set top box (viewer is theowner of the set top box) whilethe antenna is provided by the
service provider. For all theapartments in the same building,a single antenna can be used.
Number of STB for multiple TV household
Per TV one set top box & adifferent cable connection
Per TV one set top box but noseparate antenna will berequired.
Mobility from one MSOto another
New Set top box has to be taken if the MSO changes.
New antenna as well as set top box has to be taken if the service provider changes.
Audio-Video Quality Depends on the kind of set top box. If it is digital set top box thenhigh quality Audio-Video possible
High as digital set top box isused.
Advertisement time <=12min/hour (TRAI regulation).This will reduce the advertisement
clutter,
Not controlled (No TRAIregulation yet)
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making television viewing more pleasant.
Channel charges As per TRAI regulation,Rs77/month for FTA (minimum30 channels) and 5/channel/monthfor pay channels (viewers would
be anxious to know ‘how long willit be before TRAI raises this cap
The charges have not been fixed by TRAI. The broadcasters arefree to determine the charges for their pay channels. The monthlysubscription charges are lower if more than one set top
Which satellite system are mostly using in indore ?
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Option Dth Single cable
operator
Both Total
NO. of user 35 60 5 100
Interpretation:
According to my survey 60 % people prefer DTH service , 30 % are prefer
single cable operator. And 5% people are using both service…
Which service mostly using in indore?
Option Response
Dish TV 10
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Tata sky 15
sun direct 5
Big TV 12
airtel digital TV 17
Videocon d2h 18
cable TV 33
Total 100
Interpretation:
Videocon d2h is leading the market with 18%, followed by Airtel
Digital TV with 17% Tata sky 15% Reliance Big TV 12%, Sun DTH 14%,
and cable tv are mostly using indore region 33%...
How long have you been using DTH service ?
Below A. 1 year B. 1 – 3 year C. 3 – 5 year D. Above 5 years
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TABLE – 3 :
Options Users Percentage
Below 1 year 49 49%
1-3 years 34 34 %
3-5 years 17 17%
Above 5 years 0 0
Interpretation:
According to my survey the users of d2h service below 1 year is 49 % which
is higher than the user of 1-3 year 34 % and the percentage of 3-5 years is 17 % and
above 5years is 0 % .
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Who is the best picture quality provider
S.NO PARTICULARS NUMBER OFRESPONDENT
PERCENTAGE
1. DTH 65 65
2. SINGLE CABLEOPERATOR
35 35
TOTAL 100 100
Interpretation:
According to my survey the users of d2h service says dth provide
best picture quality comparison to single cable operator. 65% people says Dth
provide best picture quality.
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Which service is easy to subscribe?
Interpretation:
According to my survey 60% people they can easy to subscribe
cable operator and 30% says Dth and 10% says both of them.
Problem is facing in current service.
50
Option Result
Dth 30
Cable operater 60
Both 10
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Interpretation:
According to my survey- problem f acing in current service-
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Option Cost clarity Total
channels
Other
DTH 25 10 45 5
Cable
operator
28 56 43 8
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How did you come to know about various DTH services available in Indore ?
1. Media 2. Friends 3. Relatives 4. Neighbours
TABLE –
Options Users Percentage
Media 73 48.67
Friends 16 10.66
Relatives 28 18.67
Neighbours 33 22
Interpretation:
According to my survey 48.67 % people know about d2h services throw
Media, 22 % throw Neighbuors, 18.67 % throw Relative, & 10.67 % throw friends so
here we can say that media play very important role for awareness of D2H services.
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Suggestion for better service .
Interpretation:
Option DTh
a) cost should be reduce 28%
b) More channels should be provider 21%
c) Quick customer service 12%
d) All 39%
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Chapter -8
COUNCLUSION
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Conclusion;
it has now been over a decade since DTH satellite broadcasting began to show
promise as a new technology capable of widespread distribution of programs and
services. In those early days, the prime concern of many governments was that the
spread of DTH satellite would result in mass Americanization and a decline in the
cultural values and ideas of their people. The solution that has to be found is to
maintain some form of national control, ranging from outright ban on ownership of
satellite signal receiving equipment, to introducing licensing regimes, prescribing
guidelines for program content and placing limits on foreign ownership of
broadcasting licenses or ventures. The present DTH policy drawn addresses some of
these issues which effectively strikes a balance between the economic benefits of
introducing new services, the consumer demand for change and the government'soverriding interest in maintaining control over broadcasting. It remains to be seen how
India will strike a final balance in the structuring of its laws and regulatory scheme to
maximize the benefits of the new technologies, whilst ensuring that the national and
public interests in the control and content of those services are protected.
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Chapter -
limitation
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limitation
Reliability of data from people are less. Most of the people not participating in research.Wehave trust on seconry data available through internet which some times one sided or fake
because of promotional activity.
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Chapter- 7
SUGGESTIONS
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There are some suggestions for DTH and single cable service..
• Improve Digital Picture quality
• Dolby Audio. Cable TV does not even come near
• Information Bar showing current and future program details
• Special features
• Advanced payment options (online).
• Always Available (as long as there is electricity in your house and the set top
box is working and there is no rain)
• Easy to subscribe
• Quality of the customer service
• Toll-free helpline
• Channel packaging• Obviously, Cost
• Set-top box Quality
• User-friendliness of the EPG
• Language options (if you are not comfortable with English)
• Interactive applications (if you want more than channel surfing)
Hidden costs (maintenance, installation and other charges
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Chapter-7
REFERENCES
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Bibliography
Following are the references are taken to get secondary data required in the
survey as well as analysis of the report :
• William G. Zikmund, “Business Research Report”,Orlando: Dryden
Press.
• Kotler Philip, (2008.) “Marketing Management – Text and Cases”,
Pearson Education a south Asian perspective, 13th Edition
• Gordon Lewis, “Direct Marketing Strategies and Tactics”, New
Delhi, Vision Book, 1995. .
• Sharma, D.D (2002):”Marketing Research” Sultan Chand Sons, New
Delh
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Webliography
www.ansewr.com
www.businessdictionary.com
www.advanced-television.tv
www.webtvonline.com
www.research-tv.com
Chapter-8
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APPENDICES
Questionnaire
COMPARATIVE ANALYSIS OF DIRECT TO HOME SERVICE AND CABLE-
TV .
Please fill in your details and answer the questions.
Sir/Madam,
NAME: _____________________________________.
OCCUPATION: ______________________________.
GENDER: M F
ADDRESS: __________________________________.
1. Which satellite system you are using?
Dth single cable operator
2. Which DTH service do you use?
Dish Tv Tata sky Sun Direct Big TV Airtel Digital TV Videocon
D2H Cable TV
Any other please specify _____________________________________________
3.How long have you been using DTH service?
Below 1 year 1 – 3 year 3 – 5 year Above 5 years
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4. Who provide you better customer service?
Direct to home Single cable network
5. What is the main reason for shifting from previous satellite system to present service?Reasonable price Clarity of channels Extra service Good reputation
Poor signal at rainy time worst ever customer care
6. Who is the best picture quality provider among the two?
Direct to home Single cable network
7. Who is the best Channels clarity provider?
Direct to home Single cable network
8. Which cable operator is easy to subscribe?
Direct to home Single cable network
9. Which is more cost effectiveness? Direct to home Single cable network
10. Problem you are facing with your current service?
Cost clarity total channels other
11. According to you who provide maximum number of channels with reasonable price
and quality?
Direct to home Single cable network
12. Suggestions for better service for your network?
Cost should be reduced more channels should be provided
Quick customer services all
13. Would you like to switch your current service provider?
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Yes No
14. If yes what is the problem?
Cost clarity total channels other
15. Are you satisfied with your DTH service?
Yes No If no, which DTH service do you prefer?
Dish Tv Tata sky Sun Direct Big TV Airtel Digital TV Videocon D2H
Any other pleasespecify________________________________________________________