Tata Sky

Consumer awareness on TATA SKY
SURAT PEOPLE’S CO-OPERATIVE

BANK COLLEGE OF
BUSINESS ADMINISTRATION
WINTER PROJECT ON
CONSUMER AWARNESS
ON
Isko laga daala,toh life jingalala
TM Tata Sons Limited. SKY TM British Sky Broadcasting Group plc.
The Surat People’s Co-Operative Bank College of Business Administration

A
WINTER PROJECT
ON
CONSUMER AWARNESS ON
TATA SKY
SUBMITED TO
S.P.B. COLLEGE OF BUSINESS ADMINISTRATION
UDHNA
SURAT
AFFILITED TO
VEER NARMAD SOUTH GUJARAT UNIVERSITY, SURAT
IN PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
PREPARED BY
PATEL RAVI H.
(MARKETING)
ROLL NO:-22
GUIDED BY
MR. HORMAZ PATEL
S.P.B. COLLEGE OF BUSINESS ADMINISTRATION

UDHNA
SURAT
MARCH-2008

ACKNOWLEDGEMENT
In the realization of one’s goal man is not an independent identity. It is
the collective efforts of the people from different circle. Keeping this in mind, I would
like to take this opportunity to show my appreciation to all those who have
contributed in one-way or other, small or big.
I have a great pleasure in expressing my deep sense of gratitude to my

prestigious institution Surat People’s Co-op Bank College of Business
Administration for offering me an opportunity to carry out my training.
I would like to thanks Mr. Hormaz Patel for his in stinted support,
fruitful discussions, unfailing and tireless efforts, valuable and productive guidance
and showing his keen interest in accomplishing my research work successfully.
Finally, I feel my self lucky to express my heartiest to all who have

directly or indirectly helped me in putting my research work on success.

DECLARATION
I, Ravi Patel here by declare that the present project entitled
“Consumer Awareness on TATA SKY” work is a result of my own work
and my indebtedness to other work/publication, if any, have been duly
acknowledged.
Date:
Date: - (Signature
(Signature))
Place:
Place: - Surat (Udhna) Ravi patel
(Roll no: 22)

EXECUTIVE SUMMARY
This project i.e. “Consumer Awareness on TATA SKY” is purely focused on how
tough awareness is going in the current market. Nowadays, more and more companies
are coming up with their new DTH services to entertain the people in their life.
The introduction of the industry includes some vital detail about the history of DTH
service. Soon after the beginning of the DTH service, in the opening only DD direct
plus and Dish TV was successively doing their business but at the moment TATA
SKY is also second-hand as DTH services.
The introduction of the company includes the details of the TATA SKY, its
milestones, its new schemes and services etc…..
The objective of the project report is to conduct a survey to find out the awareness of
the consumer or people towards Tata Sky.
I used the simple random sampling research design for the project as I tried to know
the awareness of consumers while using the DTH service as their entertainment. I
have collected primary data by filling questionnaire which have analyzed; tabulated
and meaningful conclusion are drawn out of it.
The sample size used for conducting the field survey was 100 respondents. I will try
my best in preparing this project report, still there may be some obstacles that comes
in the way and stop me to 100% accurate result.
Analysis and findings includes tables and graphs which were followed by meaningful
interpretation.
Conclusion of the project includes the expression expressed by various respondents

from whom the data are collected.

INDEX
CHAPTER TOPIC PAGE NO.

I ACKNOWLEDGEMENT i
II DECLARATION ii
III EXECUTIVE SUMMARY iii
IV INDEX iv
1 Industry Profile 1
2 Company profile 11
3 Theoretical Concept 28
4 Analysis and Interpretation of the Data 40
5 Findings & Conclusions 49
6 Recommendation 66
7 Bibliography 69
8 Annexure 71
INDEX
INDEX
EXECUTIVE SUMMARY
DECLARATION

ACKNOWLEDGEMENT
CHAPTER 1: INDUSTRY DETAILS……………………………………………….
CHAPTER 2: COMPANY DETAILS………………………………………………..
CHAPTER 3: ANALYSIS…………………………………………………………….
 OBJECTIVES OF THE PROJECT
 PRIMARY ANALYSIS
 RESEARCH METHODOLOGY
CHAPTER 4: CONCLUSION & SUGGESTIONS
CHAPTER 5: LIMITATIONS OF THE PROJECT
BIBLIOGRAPHY
ANNEXCURE
CHAPTER: 1
INDUSTRY PROFILE
DTH Industry
Introduction
With the Indian economy booming at a GDP growth rate of 8.7%, there is sense of
growth prevailing everywhere. The average Indians disposable income and
purchasing power has risen to never before levels. The Indian Entertainment & Media
industry is also not far behind. It is currently estimated at a worth of Rs. 450 billion
with a CAGR of 18% over next 5 years. Terms which were alien to Indians like DTH,
Digital Cable, and IPTV are suddenly finding presence of country’s journals.
India would overtake Japan as Asia’s largest DTH by next year and be Asia’s leading
cable market by 2010 and the most-profitable Pay-TV market by 2015. This growth
presents a lot of interesting scenarios.
With the 'CAS' issue not yet resolved, there's

'DTH' coming up to muddle things up for you and
me.
Doordarshan will launch its Direct-To-Home

telecast from April 1. Broadcasters like Star and
Zee are pushing hard for DTH services in India
too.
So what is this DTH all about? How, if at all, does it help the customer? Is it good?
Let's show some detail for DTH service.
What is DTH?
DTH stands for Direct-To-Home television. DTH is defined as the reception of

satellite programmes 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
programmes and they then distribute them to individual homes.
How does DTH work?
DTH network consists of a broadcasting centre, satellites,

encoders, multiplexers, modulators and DTH receivers.
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.
Tata Sky uplinks

channels to its satellite
that transmits digital
signals directly to a
minidish fixed on the
subscriber's balcony,
terrace or outside the
window. The minidish
relays the signals to
Digicomp that decrypts
and relays them to the television. A large building with multiple inhabitants can use a
single minidish with individual digicomp at each home.

The history of DTH in India
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.
How does DTH really differ from 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 the window 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!
Why DTH is is being discussed now?
Doordarshan plans to launch its DTH telecast from April 1. The government has said
it will provide 10,000 dishes free across eight states for increased community viewing

of the DTH service. The government is estimated to be investing over Rs 300 crore
(Rs 3 billion) in this DTH venture.
There are four serious contenders for DTH services in India: Doordarshan, Star, Zee,
and Data Access.
Is DTH superior to cable TV?
Yes. 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 penetrate. Apart from
enhanced picture quality, DTH has also allows for interactive TV services such as
movie-on-demand, Internet access, video conferencing and e-mail. But the thing that
DTH has going for it is that the powerful broadcasting companies like Star, Zee, etc
are pushing for it.
So why are broadcasters pushing for DTH?
In DTH, the payments will be made directly by the subscriber to the satellite company
offering the service.
A big problem that broadcasters face in India is the issue of under-reporting of

subscribers by cable operators.
Consider the cable operators pyramid. Right at the top is the broadcaster. Next comes
the Multi Service Cable Operator (MSOs) like Siticable, In Cable, etc. Below them
are the Access Cable Operators (ACOs) or your local cable guy who actually lays the
wires to your house.
The local cable operators or the ACOs then allegedly under-report the number of
subscribers they have bagged because they have to pay the MSOs something like Rs
30-45 per household. Showing a lesser number of households benefits ACOs.

With no way to actually cross check, the MSOs and the broadcasters lose a lot.
Broadcasters do not earn much in subscription fees and are mostly dependent on
advertisement revenue to cover their costs, which is not sustainable and does not offer
high growth in revenues for broadcasters.
The way out of this is to use a set-top box so that it will be clear how many
households are actually using cable or going for DTH where broadcasters directly
connect to consumers and can actually grow revenues with a growth in the subscriber
base.
Why do Doordarshan, Zee, Star think DTH will work in India?
Today, broadcasters believe that the market is ripe for DTH. The prices of the dish
and the set-top box have come down significantly. Overall investments required in
putting up a DTH infrastructure has dropped and customers are also reaping the
benefits of more attractive tariffs.
The major thing that DTH operators are betting on is that the service is coming at a
time when the government is pushing for CAS (conditional access system), which
will make cable television more expensive, narrowing the tariff gap between DTH
and cable.
Will DTH be cheaper than cable or more expensive?
DTH will be definitely more expensive than cable as it exists today.
A set-top box is a must for DTH. Earlier, when CAS made set-top box mandatory for
households, the costs between DTH and cable would not have been too wide.
But CAS on the backburner now -- which means no set-top box (a must for DTH), the
price gap between DTH and cable, will be wide.
In Oct 2002, Siticable, which is owned by Zee, said that the cost of the installation
equipment, which includes the receiver dish and the set-top box, would be priced at
around Rs 3,900. Siticable is looking to rope in 1 million subscribers in 15 months.

Other estimates say that digital cable set-top box may cost Rs 4,000, a DTH decoder
dish is unlikely to cost less than Rs 7,000.
DTH's minimum subscription could be priced around Rs 500 per month.
Some reports say that an entry level DTH STB will cost about Rs 7,000 (including
taxes and installation cost at consumers end). A more advanced STB with value added
features like PVR (Personal Video Recorder), PSTN connectivity, Gamming console,
channel management system, etc. may cost as much as Rs 15,000.
So, what's the buzz? Will DTH finally be the one that rules?
The cable system is well entrenched in India and is showing quite rapid growth. If
DTH had come to India in 1996-97 (like Star had originally attempted), then it could
have made a 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.
Current Players
The current players in DTH industry are

1. DD-Direct + of prasar bharti, comprising of 33 FTA channels and 12 all India

radio channels
2. Dish TV of ZEE groups
3. Tata Sky – the joint venture between Tata and Murdoch’s Sky TV
A recent survey done using the Television Audience Measurement (TAM) puts
DD-Direct+ with 4.5 million homes at top with Dish TV having 2.1 million homes
and Tata Sky capturing 1 million home.
DTH market share
13%
28%
59%
DD Direct+ Dish TV Tata Sky
The following companies have either the license/letter of intent or applied for the
license to operate DTH services.
1. Sun Direct of Sun Network

2. Reliance Blue Magic from Reliance ADAG
3. Bharti Telemedia
4. Videocon Industries
CHAPTER: 2

COMPANY PROFILE
TATA SKY
Introduction
Tata Sky
Type Joint venture between Tata Group (80% stake) and
STAR TV (20% stake)
Founded 2004
Headquarters Kirloskar Business Park, Bangalore, India
Industry DTH Pay TV

Products Direct broadcast satellite
Slogan Isko laga daala, toh life jingalala
Website www.TataSky.com
Profile
Tata Sky is a DTH satellite television provider in India.

It is a joint venture between the Tata Group, that owns
80% and STAR TV that owns a 20% stake.
Tata Sky was incorporated in 2004 but 'Tata Sky was launched' in 8th August, 2006. It
currently offers close to 110 channels and some interactive ones.
Its current tagline is "Isko laga daala, toh life jingalala!”
The company uses the Sky brand owned by BSkyB. The Sky brand, owned by the
UK-based British Sky Broadcasting Group, has more than 20 years of experience in

satellite broadcasting, and is well known for its innovative products and services.
With this service, Tata Sky has joined a select international group of DTH businesses
that operate in areas as far away as the UK and Italy in Europe, and Mexico and
Brazil in Latin America.
What is Tata Sky?

Imagine a world where a roar in Corbett National Park can be heard in pristine CD
quality sound. A flower blossoming can be appreciated in digital detail. And a sunset
in Hawaii viewed in all the 84,612 shades of orange.
A world where the mere push of a button gives you courtside seats at the Wimbledon
or balcony seats to the latest blockbuster movie.
Imagine a world where audio CDs will be outdated, and DVD libraries, frankly,
unnecessary.
In this world, wires will be redundant and handheld gaming consoles a thing of the
past. Information will travel through space, and the mighty remote will give you
access to your personal choice of channels.
This is the future. This is DTH from TATA and STAR. The next wave of technology
that will revolutionize home entertainment in India. This is Tata Sky.
Vision
Tata Sky plans to launch its DTH service with top-of-the-line infrastructure and
revolutionize Indian entertainment through its superior DVD quality picture and CD
quality sound. The service envisions to:
Connect every television home

Empower every television viewer
Revolutionize home entertainment

Area of business
Tata Sky offers viewers a variety of popular channels in categories ranging from
entertainment, sports, movies and music to news and documentaries in DVD-quality
picture and CD-quality sound. The service further aims to empower television viewers
with choice, control and convenience through a wide range of programming and
interactive features, thus becoming a one-stop shop for all the television entertainment
needs of customers.
With state-of-the-art digital infrastructure and partners that include global leaders in
digital technology, Tata Sky provides for hardware installation at subscribers' homes,
as well as after-sales service through an extensive customer service network that
provides complete customer care. Tata Sky also retails its hardware and prepaid
recharge vouchers through popular consumer electronic stores to facilitate consumer
access.
Business partners
Tata Sky has invested in state-of-the-art digital infrastructure and has partnered with
global leaders in digital technology.
Indian Space Research Organization: The Company has on lease all 12 KU-Band
transponders on ISRO's Indian satellite, INSAT 4A, and the most advanced and high-
powered KU-Band communication satellite in the region. The satellite enables Tata
Sky to offer superior picture and sound quality with a wider range of channels.
NDS: Tata Sky has partnered with NDS, a provider of technology solutions for pay
television. The NDS Video Guard conditional access solution provides superior
broadcast security, and enables Tata Sky to offer multiple programming and pricing
packages.

Siebel: Tata Sky has partnered with Siebel, leaders in Customer Relationship
Management (CRM) software, to support operations through call centres and field
service operations, customer order management and product configuration.
Comverse: COM verse’s Kenan FX billing software supports billing for all
residential, institutional and commercial customers. The software has been enhanced
specifically for Tata Sky to support a new industry pre-paid billing service that allows
customers 'to pay as you go'.
SAP: SAP's Enterprise Resource Planning (ERP) application suite supports the
company's materials management, sales and distribution, finance and control, and
human resources requirements.
Sun Microsystems: The company provides world-class technology infrastructure to

Tata Sky, which helps in delivering high levels of service standards that ensure
maximum up-time, fault recovery and load management. Sun has also provided Tata
Sky with installation, engineering expertise and support.
Thomson and Humax: The Company provides top-of-the-line digicomps, customized

specifically for the Indian markets. The technology allows Tata Sky to deliver
multiple programming, pricing packages, and interactive services to its customers.

Entertainment
Tata Sky's satellite service brings home a whole new

entertainment experience with its direct-to-home (DTH)
television service. Subscribers can now choose from a
variety of popular and new channels and enjoy interactive features. Some of the
highlights of the service are:
Entertainment and Media channels
Tata Sky offers subscribers popular channels such as STAR group channels, Sony,
Discovery, Disney, MTV, NDTV, ESPN STAR Sports, National Geographic,
Eenadu, TV Today, Asianet and many more.
Digital – quality service
The service provides viewers with DVD-quality picture and CD-quality sound,
enhancing their viewing experience.
Television goes interactive
Ever thought of playing interactive games on your television? Or getting weekly

channel schedules right on the TV screen with synopses of programmes? Interactive
features on Tata Sky make all this and more possible.
Features like Active STAR News, Active Newsroom and Active Khabar allow
viewing multiple channels on a single screen. For kids there is a special Active Wiz
kids learning service. With parental control functions it's also easy to lock channels
with special PIN numbers.
Customer service and infrastructure support
Tata Sky has set up a pan-India distribution network of popular consumer electronic
stores and mobile phone outlets that retail its hardware and prepaid recharge
vouchers. The company has also tied up with LG, ITC International Business Division
and Indian Oil Corporation to support its distribution network.

Tata Sky undertakes installation and servicing of hardware at subscribers' homes,

ensuring high levels of customer service. The company has engaged a field force of
qualified professionals complemented by multi-lingual customer service associates
adequately trained to solve all customer problems.
Achievement
Within a span of one year, Tata Sky has:
• Established itself as the fastest growing Pay TV platform in India

• Established Tata Sky as a trusted and premium brand: achieved 87% brand
awareness within the first six months of launch
• Expanded its product offering from 55 television channels at the time of
launch to over 120 channels and interactive services (Active Games, Active
Sports, Active STAR News, Active Khabar, Active Newsroom and Active
Wiz kids)
• Launched Active Wiz kids, the first-of-its-kind education based interactive
service in the world that teaches children through learning games
• Set up state-of-the-art digital infrastructure including an uplink centre in
Gurgaon and three high-end 24x7 call centres in Hyderabad, Mohali and Pune
supporting 11 languages (English, Hindi, Marathi, Gujarati, Punjabi,
Malayalam, Kannada, Tamil, Telegu, Oriya and Bengali)
• Expanded its distribution network from 300 towns and 10,000 dealers at the
time of launch to 4,500 towns and 30,000 dealers across the country and
operating through 245 exclusive distributors
• Simultaneously trained 5000 people in a span of 6 months across 180 cities
(the largest corporate training initiative in India)
• Become the gold standard in customer service: achieved globally best-in-class
(durable and telecom industries) customer satisfaction scores.
• Introduced first-time ever interactive television promotions across popular
television channels including Sony (Indian Idol highlights on-demand), STAR

World & STAR One (Coffee with Karan Contest) and STAR Gold (Tata Sky
Pure Gold Krrish Contest & Tata Sky Pure Gold Don Contest)
Milestone
2005
• TATA - STAR DTH venture signs lease agreement with ISRO (Indian space
research organization)
• TATA - STAR DTH Venture Receives Ministry's Clearance
2006
• Tata Sky selects NDS systems to create India's most advanced digital and
interactive DTH service
• Tata Sky launches ACTVE WIZKIDS - a unique edutainment service
• Tata Sky launches pay-per-view service - SHOWCASE
• Tata Sky Launches ACTVE SPORTS on ESPN STAR Sports
• Television finally becomes interactive with Tata Sky
• Tata Sky Satellite Television Service Launches Across the Country
• Tata Sky partners with Humax for set-top boxes
• Tata Sky selects Sun Microsystems to build state-of-the-art direct-to-home (DTH)
television service in India
• Tata Sky selects Maxus as its media buying partner
• Tata Sky partners with Thomson for set-top boxes
• Zee-Turner channels now on Tata Sky
2007
• Tata Sky introduces three new interactive services: Active Darsan, Active Learning
and Active Stories
• Tata Sky expands offering to 140 channels
• Tata Sky crosses 1 million marks in record time

• Unparalleled World Cup cricket viewing experience on Tata Sky

• Tata Sky launches three new channel packages
• Watch ICC World Cup on Tata Sky with Hrithik Roshan
• Tata Sky offers 5 months of free viewing
Interactive services
Get your favorite recipes when you want
On Active Cooking you can get your favorite recipe when

you want at the press of a button. The service features
four new and easy-to-cook recipes daily, from master
chefs across the country along with handy kitchen tips.
Make your child a genius

Designed specifically for preschoolers, Actve Wizkids is a
television based service that aims to continue a child’s
learning process at home through a host of fun-filled games
covering Mathematics, the English language and General
Knowledge.
Take daily quizzes covering Maths, GK and Science

on your TV

A quiz based educational service covering Maths, GK and Science for children in the
age group of 7-11 years. The content for this service is provided by 24x7guru.com.
Enjoy your favorite story books on TV

A TV based story book that children can read and listen
to at their own pace. The service features new stories in
English and Hindi everyday from the likes of
Panchatantra, Jataka tales and Hitopadesh.
Turn your home into a mini stadium

Watch cricket the way you want with exclusive
features like:
 Highlights on-demand
 Choice of commentary language
 Multiple camera angles
Interactive games for all ages

Choose from six games on your TV that can be
played with the Tata Sky remote. The games are
refreshed periodically so that your excitement
levels never wane.

Catch a news story as it breaks; simultaneously on four

channels
watch four different English news channels like
Headlines Today, Times Now, CNN IBN and NDTV
24x7 all on a single screen. Choose the audio of the
desired channel.
Go directly to your favorite news section

Control how and when you want to watch the
news. Go directly to:
 Headlines
 Top stories
 Features
Get daily astrology predictions, at the press of a

button

Find out what each day has in store for you with daily predictions from Bejan
Daruwalla’s Ganesha Speaks.
24x7 darshan of the ISKCON temple, Juhu and the

Shirdi Sai Baba temple
Get darshan of the ISKCON temple, Juhu and the

Shirdi Sai Baba temple on your TV, throughout the
day. This new service is brought to you in
partnership with STAR News.
Your private multiplex at home

Watch the latest blockbusters from the comfort of
your home on Tata Sky's pay-per-view service,
Showcase. All movies come with just a single ad-
break and in original print. The movies can be
ordered once and enjoyed multiple times through
the day.
With guide you can:

 Find out what’s playing on any channel up
to 7 days in advance
 Set reminders for up to 50 programmes you
wish to watch

 Get synopses of programmes
HOME
If you cannot decide which serial or movie to watch,
switch to ‘home’
Home provides a list of channels based on categories.

You can get a preview of movies/ serials/shows
playing across all channels on the same screen.
Deciding what to watch was never this easy
SEARCH & SCAN BANNER

This feature allows you to find out what’s playing
on another channel without changing the channel
you are watching. The banner appears at the base of
the TV screen without interfering with what you
are watching and disappears automatically after
giving you the schedule of programmes across all
channels.
SETTING FAVOURITE CHANNELS

Select up to 20 channels and position them in the order
of your preference. Press ‘fav’ on your Tata Sky remote
to go directly to any of the selected channels.

Payment system on Tata sky

Online payment
Recharge Voucher
Online Payment
Pay online for your monthly subscription through your credit card/net banking
account.
• Login to the My Tata Sky section and click on the Account Recharge option
(available only to registered users of My Tata Sky)
Recharge Voucher
• Purchase a recharge voucher of the desired denomination from nearest Tata Sky
dealer then;
• Scratch the security foil on the reverse of the voucher to reveal the unique 16-digit
recharge PIN
• Login to the My Tata Sky section, click on the Account Recharge option and enter
your 16-digit PIN to recharge your account (available only to registered users of
My Tata Sky)
OR
• Send RC <16-digit recharge PIN> to 56633 from your Registered Mobile Number
(RMN). To register your mobile number, send RMN <space> <your 10-digit
subscriber ID> to 56633 from your mobile phone.
OR
• Call the Tata Sky helpline to enter your 16-digit PIN through the IVR

Tata Sky recharge vouchers are available at all and outlets. They are
also available at select outlets.
 Contact
Tata Sky help lines:
From MTNL / BSNL lines: +1 (860) 425 6633
From other lines:
Western India: +91 (20) 6600 6633
Northern India: +91 (172) 6600 6633
Southern and Eastern India: +91 (40) 6600 6633
For more information please see www.tatasky.com or Tata Sky profile

CHAPTER: 3
ANALYSIS
OBJECTIVES OF THE PROJECT
It is obvious that every task has some objectives. My objectives behind
working on this project are:
-*) the main objective of this project is making the consumer aware of His/Her
rights.

RESEARCH METHODOLOGY
1. ORIGIN & FORMULATION OF RESEARCH OBJECTIVE

It is the first and the most important stage in applied research. The objective of
the project is to know the consumer awareness is making the consumer aware of
His/Her rights. It means that consumers not or are aware of products or services, its
characteristics and the other marketing P's (place to buy, price, and promotion).
At this stage, I will try to define following one thing;
 Time & Space boundaries:-

In this project, the time period is 1st January, 2008 to 5th march, 2008. The study is to
be carried out part timely.
2. FORMULATING OF RESEARCH DESIGN

• Research design specifies the methods and procedures for conducting a particular
study.
• Research design is a plan, structure and strategy of investigation so as to obtain
answer to the problem. Research designs are mainly three types.
 Exploratory Research Design:

Exploratory research design focuses on discovery of ideas and generally is
based on secondary data.
 Descriptive Research Design:

Descriptive research is more rigid than exploratory research and seeks to
describe users of a product, determine the proportion of the population that uses
a product, or predict future demand for a product.

Descriptive research study is undertaken when the researcher wants to know the
characteristics of certain groups; gender; education level; income; occupation
etc.
 Causal Research Design:
Causal research is undertaking when the researcher want to study the cause and
effect relationships between two or more variables. It accomplishes this goal
through laboratory and field experiments.
I am applying Descriptive Research Design; it means a type of conclusive

research that has its major objective descriptive of something. In this Descriptive
research, I use longitudinal research to Study my project, as I m collect one time
information from the unknown sample.
3. SELECTION OF SOURCES OF DATA
The choice of the source of data should be according to the objective and
suitability to the information required. There can be two main classifications of data
sources.
 Primary data
 Secondary data
 Primary data means the data, which is collected by the research for the first time;
in this project I am using this method by conducting a field survey.
 The secondary data is collected from article from the internet site. The detail
regarding secondary data is mentioning in the bibliography.

4. DECISION ON DATA COLLECTION TECHNIQUES

Once the decision in the favors of collection of primary data is taken, the
researcher has to decide the made of collecting data. There are two modes of
collecting data.
 Observation Method
 Survey Method
To collect information through the survey method, I had to select the tool
through which I would gather information one chouse the questionnaire.
I am using survey method as the data collection form. The data were collected
through survey method by personal interview.
Hence Data collection tool is Questionnaire.
♦ PERSONAL SURVEY
I am using this survey because of its suitability to my project, personal survey is
suitable to my research and I will get an opportunity to meet consumer face to face.
The description regarding designs the questionnaire is as follows:-
 Types of information to be collected:

I have decided to collect the information regarding the consumer awareness on
tata sky.
 Types of question:
I have used open-ended, Rating, Dichotomous (yes/no), Single choice, Scaling
and multiple choice question in questionnaire.

 Phrasing question:
I have used simple language while formulation questionnaire so that the
respondents do not confused.
 Order of question:
The simple questions were put in the starting to make the respondent familiar
with the subject and to gain his interest to fill up the questionnaire.
 Layout of questionnaire:
I have prepared the questionnaire which can be read and interpreted easily. The
questionnaire as prepared using the front “Times New Roman” with front size “12”
with 1.5 line spacing.
5. SAMPLE DESIGN
Looking at the vast geographic area of the Surat city, I have selected the simple
random sampling method for conducting survey. (convince method to access easily.)
The sampling method that I will be choosing is the probability. The sample size for
the survey is 100.
6. ORGANIZING AND CONDUCTING THE FIELD SURVEY

After preparing the questionnaire and taking the sample decision the next step is
to organize and conduct field survey. There are 2 aspect related to survey which have
to be considered. .
 Interviewing
 Supervision of field work
 Interviewing:-

As I am collecting the information from the people. I am

using field survey for collect the data, it is very necessary to supervise the fieldwork
as the time providing. At some place I got responses after 4 to 5 visit as in starting.
But this also helped me to remove my fear of meeting people.
7. ANALYZING THE COLLECTED DATA

Once the field survey is over and the questionnaire have been received, the next
task is to aggregate the data in to a meaningful manner to bring out the main
characteristics of the data collection. It is necessary to interpretation of data because
faulty and improve data analysis will not give proper insight into the research object.
This phase is divided in three as bellow;
 Edition
The first task in data processing is edition. It is the process by which the data are
prepared for subsequent code after review of questionnaire with the object.
 Coding
It is the process of classifying the answer to question into meaningful categories.
The symbol used to indicate these categories are code which is systematic.
 Tabulation
Tabulation comprises of sorting of the data into different categories and counting
the number of cases that belong to easy categories. I have used different types of
tabulation and frequency distributions and different types of graphs for analyzing
the data collected for and used for the percentage method and CHI square test for
findings.
8. PREPARING THE RESEARCH REPORT

I have used charts and tables are prepared using different colors and texture so that
the finding & analysis can be interpreted with less effort. The typical content of the
research report are formulated in a standard format which is as follow:-
 Executive summary
 Introduction of company and industry
 Objective of the project
 Research methodology
 Limitation of the project
 Analysis
 Findings of research
 Conclusion
 Bibliography
 Annexure

LIMITATION OF THE STUDY
 As the area of this project is very wide, two months were very less time period.
 As again the allocation was less, I was able to interact to very less people and
could analyze only 100 questionnaires which were very less to know about people
awareness in the current market of DTH service.

5. ANALYSIS OF DATA
The analysis is required to come on any conclusion. This
analysis is made from the data collected from the Questionnaire, which is filling up by
various consumers who are aware and not aware about TATA SKY.
Q-1.Do you watch TV?
 About asking this question I got the result as follow.

ANSWER RESPONDENT PERCENTAGE
Yes 95 95%
No 05 05%
100
80
60
YES
40 NO
20
0
RESPONDENT

So from this survey I have found that 95% of people are watching TV and just
5% of people are not watching TV.
Q-2 How frequently you watch the T.V.?

Regularly 45 100%
Rarely 21 -
Once in week 21
Twice in week 13
50
40
30 Respondant
20
10
0
Regularly Rarely Once in Twice in
week week
Q.3 Which types of programme you prefer to watch? (Multiple Option)
Programme RESPONDENT
Sports
News
Geographic
Regional
Serial
Songs

Movies
Histories
100
80
60
%TAGE
40
20
0
Regula on Idea Relian Tata BSNL
z
85 17 10 11 1 10
OPERATOR
So from this survey 50% of the total users of Surat city are using
Vodafone while only 50% of customers are using other operator service. There 49 are
using Vodafone, Airtel (17), Idea (10), Reliance (11), Tata Indicom (1), and BSNL
(10). So we can say that in Surat city majority of people are using Vodafone.
There is very less demand for Tata Indicom, to maintain there customers.
Q.4 Which connection you are use for your entertainment?

Dish T.V 99 99%

Door Darsan
Cable connection 01 01%
Internet
Any other

90
80 Dish T.V
70
60 Door Darsan
50
Cable connection
40
30
Internet
20
10 Any other
0
respondant
From this survey I have found that 98% of respondents know

about the mobile service but 1% of respondents are not aware about the service.
Q-4.From which sources you comes to know about Vodafone?

SOURCES PERCENTAGE OF USERS
Advertisement 71
Hoardings 12
Newspaper 02
Mouth Publicity 15

80
70
60
50
40 RESPONDENT
30
20
10
0
Add
Hoardings
Newspaper
Publicity
Thus by these analysis of Vodafone, I have found that 71% of
people know about the Vodafone company through an Advertisement, and 12% by
Hoarding or Banner. There 15% of people is having awareness by Mouth publicity or
communicating with other people.

Q-5.First thing which come in your mind when you hear about Vodafone?
 About asking this question I got the different types of suggestions, and
above that suggestion I have made the research through Pie chart, suggestions
like.
1. Best mobile service
2. Advertisement of Puppy
3. Best Coverage
4. Hutch – Vodafone deal
5. Some prefer Vodafone as best Brand
So through this research I have found that the Vodafone is having

a good awareness in Surat, Gujarat. There the people of surat is having positive
thoughts for Vodafone, as compare to another operating services.
Q-6.Have you ever use Vodafone as mobile service?

ANSWER RESPONDENT % OF USERS
Yes 49 50%
No 49 50%

50
40
30
20 RESPONDEN
10
0
YES NO
RESPONDENT 49 49
By this analysis I have found that in Surat there 50% of people are
using Vodafone service and 50% of people are using other operating service Like
Airtel, Idea, BSNL, Tata Indicom, Reliance.
So through this survey it is easily to compare Vodafone with other
operating service. There Vodafone is quite popular in Gujarat because of its service
and especially in there network pr coverage area.

Q-7.If yes, then for what period you have used the Vodafone service?
PERIOD RESPONDENT
Less then month 00

1month to 6 months 02
Up to year 20
Above years 27
40
30
20
10 Responde
0
Less 1mth- Up to Above
than 6mth year year
Respondent 0 4 16 38
As per these analysis one think which is clear about Vodafone that there out
49 customer 27 customers are using these service from more than year or we can say
3-4 years, and 22 customers are using Vodafone service up to year, thus the Vodafone
has maintain there good service against the customers, that’s why the customers
prefer this Brand.

Q-8.Which of the following service do you use?

OPERATOR PERCENTAGE OF USERS

Pre-paid 80
Post-paid 20
80
60
40
% OF USER
20
0
Post-
Pre-paid
paid
% OF USER 80 20
During the survey I found that majority of users were youngsters. And they are
using Vodafone because of friends as free SMS scheme is provided by Vodafone. So
majority customers are using Vodafone.
Among these customers 80% of the users are using pre-paid services. The
main reason behind this is pre-paid is easily removable and low usage. While another

reason I was found that post paid customers are those who have their own business or
doing jobs in big companies.
Q-9.Where did you obtain/ take the connection from?

 About asking this question I got the results as follows
LOCATION PERCENTAGE OF USER

Company Shop 50
Exclusive dealers 25
Vendor shop 25

50
40
30
20
% OF USER
10
0
Company Exclusive Vendor
shop dealers shop
% OF USER 50 25 25
As people are more trusted towards company shop so they would like to get
connection from company shop. And survey also tells that 50% connection was taken
from the company shop while 25% of connections were taken from exclusive dealers.
Some people are taking connection from retailers or Vendor shops; they
believe that from retailers they will get selected numbers. Also I have seen in too
many cases that they were got the selected numbers from the retailers which were not
found in the company shop.

Q-10.How long did it take for your card to get activated and function?
TIME IN HOUR PERCENTAGE OF USER

02-06 74
06-12 19
12-24 04
Above 24 00
Not sure 03
80
60
40
% OF USER
20
0
02- 06- 12- Above Not
06Hrs 12Hrs 24Hrs 24 sure
% OF USER 74 19 4 0 3
Most of the card has been activated within 12 hours of

purchasing. But in case of late submission of documents or misplaced of documents it
might take more then 12 hours.
Research also suggests that 74% of card had been activated within
12 hours of purchased and it was functional properly. And only 19% were taken more
than 12 but less than 24 hours to get functional. Whiles as I said that sometimes
documents might be misplaced so might take more time. And that 4% suggest that
because of misplaced of documents the activation might be delayed, and 3% of
customers was not sure or they forgot about there activation period.

Q-11.Rate the following parameter of Vodafone to other service provider?

 About asking this question I got the results as follows.
PERCENTAGE OF USERS
PARAMETERS Very Good Average Poor Very
Good Poor
Coverage 98 02
Value Added Services 55 40 05
Customer Services 90 08 02
Brand Image 90 10
Tariffs & Schemes 65 25 10

120
100
80
60
40
20
0
Very Good Average Poor Very
Good Poor
Coverage
In case of coverage, Vodafone customer’s

satisfaction is highest. There 98% of customers finds that the coverage or network is
very good of Vodafone, and just 2% of users of Vodafone think that the coverage for
Vodafone is good.

60
50
40
30
20
10
0
Good Poor
Value Added service
In case of Value added service of Vodafone 55% of customers

finds that the Value added service is very good of Vodafone, 40% of customers find
that the Vodafone is providing a good Value added service and just 5% of users of
Vodafone think that the Value added service for Vodafone is Average.

100
90
80
70
60
50
40
30
20
10
0
Good Poor
Customers service
In case of Customer service of Vodafone 90% of customers finds

that the Customer service is very good of Vodafone, 8% of customers find that the
Vodafone is providing a good Customer service and just 2% of users of Vodafone
think that the Customer service for Vodafone is Average.

100
90
80
70
60
50
40
30
20
10
0
Good Poor
Brand image
In case of Brand Image, Vodafone customer’s

satisfaction is highest. There 90% of customers finds that the Brand Image is very
good of Vodafone, and 10% of users of Vodafone think that the Brand Image for
Vodafone is good.

70
60
50
40
30
20
10
0
Good Poor
Tariffs & Schemes
In case of Tariffs & Schemes of Vodafone 65% of customers

finds that the Tariffs & Schemes is very good of Vodafone, 25% of customers find
that the Vodafone is providing a good Tariffs & Schemes and 10% of users of
Vodafone think that the Tariffs & Schemes for Vodafone is Average.
Q-12.Which of the following skim that you prefer the most?

SKIM YOU PREFER PERCENTAGE OF USERS
SMS 45
Reduce Call charge 42
High Talk Time 11
STD skim 02

50
40
30
20
% OF USER
10
0
Reduce High STD
SMS
Call Talk skim
% OF USER 45 42 11 2
Q-13.Why
 This question is used for those who doesn’t know about the Vodafone
company or its service, I have found that out of 100 respondent 49 respondent
are using Vodafone service, 49 respondent are using other operating service
but they are aware about Vodafone, and 2 respondent are not using mobile or
mobile service then also they are aware about the Vodafone company and
Vodafone service. There it is clear that Vodafone is having 100% of Brand
Awareness in the market through advertisement, mouth publicity etc.
So there is no question of unawareness of Vodafone.
Q-14.What’s the reasons for which you are not using Vodafone operating
service?

 About asking this question I got the results as follows.
REASONS PERCENTAGE OF USERS
Poor Service 02
Expensive Service 58
Poor Network 00
Better Service Provide by
Other Operator 40
60
50
40
30
20 % OF USER
10
0
Poor Better
Poor ser Exp ser
Network Ser
% OF USER 2 58 0 40
Thus by this survey or research I have found some negative
points of Vodafone that its service is little bit expensive then other operating service
in surat. There here another drawback is that company’s like Airtel, Reliance and
BSNL is also providing good service in the market, so 40% of customers are grab by
other operating service.
So comparative analysis is easily find in these research.
Bibliography

http://www.hathway.com/dctv/setbox.htm
http://www.tatasky.com/corporate_info.htm
http://www.sciencenews.org/articles/20070915/bob9.asp
en.wikipedia.org/wiki/Tata_Sky
www.altavista.com
www.dth.co.in
www.rediff.com/money/2004/mar/23spec.htm
Yahoo Google
www.tata.com/tata_sky/index.htm
www.ciol.com/content/news/2006/106080809.asp
www.mouthshut.com/product-reviews/Tata_Sky_TV-925065500.html
www.saveondish.com/
www.efytimes.com/efytimes/fullnews.asp?edid=18742
https://selfcare.tatasky.com/portal
www.planetenjoy.com/technology/ 800_tata-sky-satellite-television-dth

Annexure

Udhna
Surat
Consumer Awareness on Tata Sky

Dear Sir/Madam,
I am Ravi Patel, T.Y.BBA student of S.P.B College of Business Administration. I am doing my

winter project on the “consumer awareness on TATA SKY”. For the partial fulfillment of the
B.B.A. program, I hereby request you to fill up this questionnaire that will give me required
information for the project. I assure you that all the information is purely used for an
academic purpose, and will be kept completely confidential.
Questionnaire
Name : ____________________________________________
Address : ____________________________________________
____________________________________________
Contact No. : _____________ Age : - _____

Q-1 Do you watch the T.V.?
Yes No
 If yes then continue
 If No go to: Q. 5
Q-2 How frequently you watch the T.V.?
Regularly Rarely
Once in week Twice in week
Q.3 Which types of programme you prefer to watch? (Multiple Option)

Serial Sports
Songs News
Histories Geographic
Movies Regional
Q.4 Which connection you are use for your entertainment?

Dish T.V Cable connection
Door Darsan Internet
Any other _____________
Q.5 Are you aware about TATA SKY?
Yes No
Q-6 Since when you are aware about Tata Sky?
Last 2 month Last 12 month

Last 6 month More than 12 month

Q-7 From which source are aware about tata sky?

TV Advertisement News papers
Holdings Relatives
Q-8 Do you use tata sky as your entertainment service?

Yes No
Q-9 Since how long you have been using tata sky?
Last 1 month Less then 12 month
Last 6 to 12 month More than 12 month
Q-10 Rate the following attributes for Tata sky provider? ( 1-Best; 5-Worst )
Connection 1 2 3 4 5
Better service
Good quality
Good signals
Q- 11 Was
Price
there
Schemes
another
Additional channels
service
that you were using before tata sky?
Yes No

Q.12 Which of the service that you use?

Dish T.V Cable connection
Internet Door Darsan
Q.13 Rate the reason for not to use tata sky as entertainment? (1-Best; 5-Worst)
1) Don’t want to change with regular service
2) Poor service
3) High price
4) Low signals
5) Additional facility provided by other operator
6) High rent per month
Q.14 If you will get chance to adopt tata sky in future will you use it?
Yes No
Q.15 Any suggestion
Date: - ____ Sign: -

_________
Thank you

Tata Sky

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Consumer awareness on TATA SKY

SURAT PEOPLE’S CO-OPERATIVE

Isko laga daala,toh life jingalala

TM Tata Sons Limited. SKY TM British Sky Broadcasting Group plc.

The Surat People’s Co-Operative Bank College of Business Administration

IN PARTIAL FULFILLMENT OF THE

S.P.B. COLLEGE OF BUSINESS ADMINISTRATION

The Surat People’s Co-Operative Bank College of Business Administration

I have a great pleasure in expressing my deep sense of gratitude to my

Finally, I feel my self lucky to express my heartiest to all who have

The Surat People’s Co-Operative Bank College of Business Administration

The Surat People’s Co-Operative Bank College of Business Administration

Conclusion of the project includes the expression expressed by various respondents

The Surat People’s Co-Operative Bank College of Business Administration

CHAPTER TOPIC PAGE NO.

III EXECUTIVE SUMMARY iii

4 Analysis and Interpretation of the Data 40

5 Findings & Conclusions 49

The Surat People’s Co-Operative Bank College of Business Administration

CHAPTER 1: INDUSTRY DETAILS……………………………………………….

CHAPTER 2: COMPANY DETAILS………………………………………………..

 OBJECTIVES OF THE PROJECT

CHAPTER 4: CONCLUSION & SUGGESTIONS

CHAPTER 5: LIMITATIONS OF THE PROJECT

With the 'CAS' issue not yet resolved, there's

Doordarshan will launch its Direct-To-Home

DTH stands for Direct-To-Home television. DTH is defined as the reception of

The Surat People’s Co-Operative Bank College of Business Administration

How does DTH work?

DTH network consists of a broadcasting centre, satellites,

DTH service provider has to lease Ku-band transponders

DTH is an encrypted transmission that travels to the consumer directly through a

Tata Sky uplinks

The Surat People’s Co-Operative Bank College of Business Administration

The history of DTH in India

How does DTH really differ from cable TV?

Also, with DTH, a user can scan nearly 700 channels!

Why DTH is is being discussed now?

The Surat People’s Co-Operative Bank College of Business Administration

Is DTH superior to cable TV?

So why are broadcasters pushing for DTH?

A big problem that broadcasters face in India is the issue of under-reporting of

The Surat People’s Co-Operative Bank College of Business Administration

Why do Doordarshan, Zee, Star think DTH will work in India?

Will DTH be cheaper than cable or more expensive?

DTH will be definitely more expensive than cable as it exists today.

The Surat People’s Co-Operative Bank College of Business Administration

DTH's minimum subscription could be priced around Rs 500 per month.

The Surat People’s Co-Operative Bank College of Business Administration

1. DD-Direct + of prasar bharti, comprising of 33 FTA channels and 12 all India

DTH market share

DD Direct+ Dish TV Tata Sky

1. Sun Direct of Sun Network

The Surat People’s Co-Operative Bank College of Business Administration

Industry DTH Pay TV

Tata Sky is a DTH satellite television provider in India.

Its current tagline is "Isko laga daala, toh life jingalala!”

The Surat People’s Co-Operative Bank College of Business Administration

What is Tata Sky?

Connect every television home

The Surat People’s Co-Operative Bank College of Business Administration

The Surat People’s Co-Operative Bank College of Business Administration