SUBMITTED TO:

COLLEGE OF MANAGEMENT AND COMPUTER

APPLICATION, MORADABAD
FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF
THE DEGREE OF BACHELOR IN BUSINESS ADMINISTRATION
(B.B.A.)

SESSION 2008-2011

PROJECT GUIDE: PROJECT INCHARGE:

DR. CHANCHAL CHAWLA Mr. abhinav shrivastav

&

Mr. avinash rajkumar

Submitted by:

NIKHIL JAIN

Roll no. ro81211114

b.b.a. 5th sem

1
 ACKNOWLEDGEMENT

It gives immense Pleasure & Happiness to acknowledge my deepest sense

of gratitude towards all those who helped me in successful completion of this

project.

First of all I would like to thank GOD almighty for everything, I am also

grateful to our Chancellor Sir Mr. Suresh Jain, Group Vice Chairman

Mr. Manish Jain, Executive Director Prof. (Dr.) A.K. Garg, for their able

guidance. I am also grateful to Mr. M.P. Singh (H.O.D.), Mr. Abhinav

Shrivastav (course coordinator academics), Mr. Avinash Rajkumar (Course

coordinator administration).

Special thanks to my project guide Dr. Chanchal Chawla, My Family &

Friends specially Aditya Sharma, for their continuous guidance, support &

motivation without them my project report would not have been completed.

Nikhil Jain

Roll no. R081211114

B.B.A. 5th SEM

2
 Executive Summary
The development of the Direct to home sector has experienced a major process

of transformation in terms of its growth, technological content and market

structure in the last decade. Any company which is successful is because of their

reach among customers which is possible through the effective tools through

which a company communicates and attract its customer. Dish TV & Tata Sky is

the most famous brand and has a sophisticated place and market leader position

in the mind of customer. This is due to its strong brand image.

The attempt behind this project was to find out the effectiveness of DISH

TV & Tata Sky as a brand over the retail outlets and its competitor position over

these outlets, so that company would be able to find out its lagging area and can

focus more effectively to target more and more customer and to communicate

them more easily.

In the year 2004 Tata Sky was incorporated but was launched only

in 2006. It is a joint venture between the Tata Group, that owns 80% and STAR

Group that owns a 20% stake It currently offers close to 196 channels (as of

December 2010) and some interactive ones; this count includes some numbers

off HD channels offered by Tata Sky (as Tata Sky - HD) and interactive services

also.

3
 In the clash between these two pioneers of the Indian DTH industry, it

seems as of now that Tata Sky is slowly taking the lead, with more emphasis on

new technology (as showcased by their effort at DVR recording and MPEG-4

compression), Dish TV seems to be uninterested for now, but with more and

more people switching to Tata Sky, they may have to take drastic action soon.

4
 INDEX

 Introduction

 Company Profile
 Dish TV

 Tata Sky

 Importance and Scope

 Research Objectives

 Hypothesis

 Research Methodology

 Findings

 Suggestions

 Limitations

 Webliography

 Annexure

5
Questionnaire

6
 INTRODUCTION
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 required

all operators to set up earth stations in India within 12 months of getting a

license. DTH licenses in India 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. 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. Some of the features of DTH

service are as following:

• DTH offers better quality picture than Cable TV.

• DTH can reach remote areas where terrestrial transmission and cable TV have

failed to penetrate.

7
• DTH has also allows for interactive TV services such as movie-on-demand,

Internet access, video conferencing and e-mail.

India currently has 6 major DTH service providers and a total of over 5 million

subscriber households.

Out of these Dish TV and Tata Sky are the main market holders.

Dish TV is India’s first private Indian company to start Direct to Home (DTH)

satellite broadcast operations in the country. Dish TV’s DTH services was hard

launched in May 2005. It provides multi-channel subscription television service

and interactive services. Its state of the art broadcasting infrastructure is located

at its facility in Noida, near Delhi, which is the nerve centre of DTH operations.

Dish TV has robust operating infrastructure, strong content tie-up, established

brand salience and backing of a strong group.ASC Enterprises Limited, now

renamed Dish TV India Limited (Dish) acquired the first private sector license

to operate DTH services in India.

Whereas, in the year 2004 Tata Sky was incorporated but was launched

only in 2006. It is a joint venture between the Tata Group, that owns 80%

and STAR Group that owns a 20% stake It currently offers close to 196

channels (as of December 2010) and some interactive ones; this count includes

some numbers off HD channels offered by Tata Sky (as Tata Sky - HD) and

interactive services also.

8
 Dish TV Profile
Dish TV is India’s first private Indian company to start Direct to Home

(DTH) satellite broadcast operations in the country. Dish TV’s DTH services

was hard launched in May 2005. It provides multi-channel subscription

television service and interactive services. Its state of the art broadcasting

infrastructure is located at its facility in Noida, near Delhi, which is the nerve

centre of DTH operations. Dish TV has robust operating infrastructure, strong

content tie-up, established brand salience and backing of a strong group.

ASC Enterprises Limited, now renamed Dish TV India Limited (Dish)

acquired the first private sector license to operate DTH services in India. Dish

was a wholly owned company of Mr. Subhash Chandra and family, promoters of

Zee Entertainment Enterprises Limited (Zee), formerly known as Zee Telefilms

Limited. Under a scheme of restructuring approved by shareholders of Zee, all

DTH related assets in Zee have been transferred to Dish and in return, Zee

shareholders will get 57% ownership of Dish. Restructuring initiated to integrate

operations in Dish and to overcome regulatory restrictions, which prevents Zee

from owning the DTH license.

Shareholders can now participate in the growth of DTH business. Move

will unlock shareholder value. As part of this scheme of arrangement, Dish

9
would get listed in India. Demerger is completed and listing expected by end of

Mar-2007.

DTH service was launched back in 2004 by launching of Dish TV by Essel

Group's Zee Entertainment Enterprises. Dish TV is on the same satellite

where DD Direct+ is. Dish TV was only DTH operator in India to carry the two

Turner channels Turner Classic Movies and Boomerang. Both the channels were

removed from the platform due to unknown reasons in March 2009.

Dish TV is a DTH satellite television provider in India, using MPEG-

2 digital compression technology, transmitting using NSS Satellite at 95.0. Dish

TV’s managing director and Head Of Business is Jawahar Goel who is also the

promoter of Essel Group and is also the President of Indian Broadcasting

Foundation. July 19, 2010 – Dish TV India Limited (Dish TV) today announced

the appointment of Mr. R.C. Venkateish as the CEO of the company.

Satellite link

Dish TV uses NSS-6 to broadcast its programmes. NSS-6 was launched

on 17 December, 2002 by European-based satellite provider, NewSkies. Dish

TV hopped on to NSS-6 from an INSAT satellite in July 2004. The change in

the satellite was to increase the channel offering as NSS 6 offered more

transponder capacity.

NSS-6 is a communications satellite owned by SES WORLD SKIES.

NSS-6 covers the whole of Asia with six high-performance Ku band beams,

10
which can deliver broadband media to small businesses, ISPs or domestic

rooftop antennas in those markets. The satellite delivers Direct-To-Home power

and performance, as well as significant inter-regional connectivity. High-gain

uplink performance (i.e. high receiver G/T figures) allows the use of small

uplink antennas and/or amplifiers.

Dish TV uses NSS-6 to broadcast its programmes. NSS-6 was launched

on 17th December, 2002 by European-based satellite provider, New Skies (one

of the only four fixed satellite communications companies with truly global

satellite coverage)

Dish TV - India's first KU-band DTH entertainment service, hopped on to

NSS-6 from an INSAT satellite in July 2004. The change in the satellite was to

increase the channel offering as NSS 6 offered more transponder capacity.

Salient Features of NSS-6

1. Versatile Ku-band and Ka-beams can be easily cross-strapped or

interconnected, offering enhanced connectivity throughout Asia with complete

access to Europe and the United States through New Skies’ global network.

2. Higher transmission power enables customers to use smaller antennas (75-

90cm) or obtain higher throughput with existing antennas.

11
3. NSS 6 is also equipped with extra on-board redundancy for critical units,

minimizing risk of single-point failure throughout the projected 14-year

operational life of the satellite.

4. Ideally suited for DTH and emerging broadband applications.

Transponder & Capacity

Satellite TV and radio channels are transmitted back to earth via a

transponder on a satellite. NSS-6 dish TV’s service satellite has more than 60

high-power 36 MHz -equivalent Ku-band transponders that are tailored towards

direct-to-home (DTH) and multimedia services. Additionally, up to 15 highly

linear zed transponders can be assigned to each of the six beams to respond to

changing market demand. Each Ku-band beam is formed by an independent

high-gain antenna system, offering 51-53 dBW in key markets.

Technology Used

(Moving Picture Experts Group) MPEG-2 is a standard for "the generic

coding of moving pictures and associated audio information". It describes a

combination of lossy video compression and lossy audio data compression

methods which permit storage and transmission of movies using currently

available storage media and transmission bandwidth.

MPEG-2 is widely used as the format of digital television signals that are

broad- cast by terrestrial (over-the-air), cable, and direct broadcast satellite TV

12
systems. It also specifies the format of movies and other programs that are

distributed on DVD and similar discs. As such, TV stations, TV receivers, DVD

players, and other equipment are often designed to this standard. MPEG-2 was

the second of several standards developed by the Moving Pictures Expert Group

(MPEG) and is an international standard (ISO/IEC 13818). Parts 1 and 2 of

MPEG-2 were developed in a joint collaborative team with ITU-T, and they

have a respective catalogue number in the ITU-T Recommendation Series.

While MPEG-2 is the core of most digital television and DVD formats, it

does not completely specify them. Regional institutions can adapt it to their

needs by restricting and augmenting aspects of the standard. See Profiles and

Levels.

Key People

Mr. JAWAHAR GOEL (Managing Director & Head of Business)

13
 TARIFF DISH TV

Base pack

All new and improved Dish TV packages are here to give you best

entertainment at unmatched prices! Keeping in mind the varied needs of our

diverse subscribers we have redesigned our packages for a joyous and

wholesome viewing experience.

Packages in North and South of India have the right mix of Hindi,

English, International and Regional channels so that your entertainment gets

complete, in true sense.

14
Child pack

15
 Dish TV on Computer

DISH TV bring to you yet another first in its bouquet of services - DISH

TV on Computer'.

'DISH TV on Computer' is the first of its kind in India, by making your

computer double up as a television it gives you 'LIVE DIGITAL TV' right on

your workstation. You also get an added benefit, the set top box comes with a

dual advantage – it works with your computer AND your TV.

Yes! With this magical product, up to 100 + channels will now also be

available on computer, bringing to you Live News, Live Sports, Live Business

news along with Active services, Movie-On-Demand, Gaming, EPG, etc,

whatever Dish TV offers on Television; now also on Computer!

16
Advantages:

The dish antenna is installed at an appropriate location on the roof (terrace /

balcony or suitable location). It is connected to the Set Top Box (STB) through a

cable which in turn is linked to the computer / television set.

Then the Viewing Card is inserted into a slot in the STB.

The encrypted signals are received from the satellite on the dish antenna

and are transmitted to the STB . The viewing card decodes these signals.

Interactive Services

MOVIE ON DEMAND

Now you get to make your own movie show timings. Watch the latest

blockbusters anytime of the day that you choose. Go on, stars are now on

demand, bring them home when you want! Tune in now and change the way

you watch movies forever!

17
GAMING

With dish TV’s 24x7 gaming portal, games active, don’t just watch tv. Start

playing on it.

SHAADI ACTIVE

Find your matrimonial match on TV!

Content partner – Shaadi.com, India’s largest matrimonial service

Search from thousands of profiles, updated every week

Profile search based on Age, Religion and Mother Tongue

JOB ACTIVE

Find the right job for you, on your TV!

Content partner – Monster.com, the world’s largest jobs portal

Search from thousands of jobs, updated every week

Profile search based on Functional Area, Experience and Location

TRAVEL ACTIVE

Content partner – Yatra.com, India’s leading travel portal

Search from the best holiday packages and hotels across the country

Refreshed regularly

Search holiday packages from 10 destinations per Indian zone, and hotels from

14 select cities across the country

Suits all budgets and all price points

ICICI ACTIVE
18
 Now get information on exciting new offers from ICICI Bank, Safe

Banking Tips for safer and secure banking, updates on investment options, NFO

launches, Fixed Deposit and Recurring Deposit Rates at a single push of button

on your remote!

BHAKTI ACTIVE

Watch live Gurbani from bangle Sahib and Nanded Sahib, Sai Baba Aarti

from shirdi & ganesh aarti from siddhi vinayak, Seva from Tirupati Balaji,

Ganga Aarti from Haridwar and Bhasm Aarti of Mahakal from Ujjain.

CINEMA ACTIVE

Content partner – Fun Cinemas, India’s leading multiplex chain

Provides a listing of the complete movie schedule of all Fun Cinemas screens –

nationwide. A handy tele-booking number and online booking id, for instant

booking. The data will be updated every week, with the change of schedule on

cinemas.

MUSIC ON DEMAND

Introducing MOD Non-Stop! A monthly pack in which you can enjoy 16

Bollywood blockbusters at just Rs. 30 per month. That’s less than Rs. 2 per

movie.

It’s like watching a movie in a multiplex – in digital quality with just one

interval in the entire movie.

19
R. C. Venkateish Joins as

CEO of Dish TV India Limited

Dish TV India Limited (Dish TV) announced the appointment of Mr. R.C.

Venkateish as the CEO of the company. Bringing with him a wealth of more

than 27 years’ experience, of which 12 years have been in senior international

positions, Venkateish has worked with global brands like Smithkline Beecham,

Nestle India, Gillette, Kellogg India and ESPN Star Sports. Prior to joining Dish

TV, Venkateish was the Managing Director India and South Asia for ESPN Star

Sports and was responsible for business operations in these regions. He brings

along with him a successful track record in turning around businesses and

improving operating performances while re-defining the business process for

winning brands like Oral-B, Kellogg’s etc. Venkateish holds a Bachelor of

Electrical Engineering degree from IIT – Madras and a Master’s in Business

Administration from the Indian Institute of Management, Calcutta. Mr. Jawahar

Goel, Managing Director, Dish TV India Limited, while welcoming Venkateish

on board said, “Venkateish has had a an excellent track record while heading

leading brands, his experience gives him a well seasoned perspective which

perfectly complements Dish TV’s needs as a rapidly growing company with the

highest market share. I am confident in his abilities to enable Dish TV to take

the next big leap.

20
 Reliability
Dish TV and content protection provider Conax further their long-term

partnership. Part of Essel Group Venture, Dish TV is India’s largest and fastest

growing DTH platform - experiencing exceptional growth since launch of its

DTH operations in 2004. Renowned for its unique security record, content

security provider Conax has provided the platform with smart cards for 7 years.

To date, Dish TV has demonstrated a significant impact on the Indian market

with 8.9 million Conax smart cards. Dish TV is market leader in the highly

competitive Indian pay-TV market, both in size and scale of growth.

“Together with our long-term content protection partner Conax, Dish TV

is setting DTH standard in Indian market, says Mr. Rajiv Khattar, President of

Projects, Dish TV. Conax continues to provide Dish TV with seamless

cooperation and the core business benefits necessary to even further develop and

manage the highly successful Dish TV platform; reliability, dependability and

the trustworthiness.”

In Delhi for the contract signing, Conax CEO, Berit Svendsen, said “Dish

TV is a market leader and highly innovative DTH operator. Conax is pleased to

continue our long-standing partnership providing Dish TV with world-class

content protection and the flexibility needed for bundling the best products and

services for sustaining and growing a successful operation. Conax provides Dish

21
TV with full operational security as well as renowned Conax fingerprinting and

chipset pairing technology.”

Dish TV provides subscribers with the next level of entertainment with

futuristic features, such as EPG (Electronic Programme Guide), parental lock,

games, 268 channels, interactive TV and movie on demand. Conax provides the

content security necessary to ensure operational success.

Communication & Marketing

strategy
• Positioning: “Don’t be Santusht with cable tv; Thoda aur wish karo..
DISH karo”

• Use brand ambassador extensively to convey brand image

Advertising & Marketing Strategy Dish Tv

1 Segmentation: Launch as per area, region, geographical location etc.

2 Target: Both rural n Urban Consumers Sec B, B+ and above

3 Price Benefits and Advantage

22
4 Be attractive with new advertising and new promotional offers at festival
seasons
5 Create Word of mouth publicity
6 360 degree approach
7 TVC, Print, Radio, outdoor, point of sale etc.
8 Reinforcing attributes of the brand and reiterate its positioning
9 Emotional Appeal

The film opens with Shahrukh Khan

saying, “Pehli baar, aasmaan mein Live
Dish TV

car mein Live Dish TV

23
 computer mein bhi Live Dish TV.”

He criticizes those who are still content

with their “old dead cable TV”.

The latest sales promotion scheme of the Dish TV which is related to

“Dish TV Set up Box Free” with push the print ad “Aaj ki Taja
Khabar” advertisement campaign in the print and electronic media

24
Discount Schemes for quarterly/ half yearly/ yearly plans

Recharge Card from “Itz” Promotion campaign

25
 Benefit of choice

Media Planning

Broadcast Timing

As it is targeted to common people who existing users are of cable tv.

Mainly, these people are showing the entertainment channels such as Zee

TV, Sony TV, Zee Cinema, etc. channel. And for that the broadcast time

mostly prefer for in between the TV serial or Movie. There is no fix time.

26
Time duration of advertisement

The timing of the ad is 44 seconds. Due to constraints of budget and broad

casting frequency the company has to edit the time duration of ad.

Frequency of advertisement

There is no any particular frequency. It depends on the situation and

movie time.

27
 TATA company Profile
The Tata Group is an Indian multinational conglomerate company

headquartered in Mumbai, India. In terms of market capitalization and revenues,

Tata Group is the largest private corporate group in India. It has interest in steel,

automobiles, information technology, communication, power, tea and

hospitality. The Tata Group has operations in more than 80 countries across six

continents and its companies export products and services to 80 nations. The

Tata Group comprises 114 companies and subsidiaries in seven business sectors.

In the year 2004 Tata Sky was incorporated but was launched only

in 2006. It is a joint venture between the Tata Group, that owns 80% and STAR

Group that owns a 20% stake It currently offers close to 196 channels (as of

December 2010) and some interactive ones; this count includes some numbers

off HD channels offered by Tata Sky (as Tata Sky - HD) and interactive services

also. The company uses the Sky brand owned by British Sky

Broadcasting

In October 2008, Tata Sky announced launching of DVR service Tata

Sky+ ( Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or

even known as DVR Digital Video Recorder that allows recording up to 130

hours of live TV, recording one programme while watching another, pause, fast-

forward and rewind a live telecast and review a TV programme. Also Tata Sky+

28
provides service using MPEG-4 digital compression technology.) which allowed

90 hours of recording in a MPEG-4 compatible Set Top Box. The remote is

provided with playback control keys and is being sold with special offers for

existing subscribers.

In 2008, Singapore-based Temasek Holdings picked up 10% stake in Tata

Sky from the Tata Group. This has diluted Tata's stake in the venture to 75%.

STAR’s parent company, News Corporation, owns an International group of

DTH businesses that include Sky Italia in Italy and Foxtel in Australia.

Tata Sky's MD & CEO Vikram Kaushik. Vikram Kaushik has more than

30 years experience in consumer sales and marketing. He worked for some of

India’s largest international companies, and has participated in their operations

in Asia, Europe and the US.

Tata Sky HD

Tata Sky HD was launched on June 14, 2010, and has channels in their

native resolution of 1080i or 720p. The STB is compatible with 5.1 CH surround

sound as well. The service currently offers four HD channels - National

Geographic Channel HD, Discovery HD, Showcase HD (Pay Per View) , Star

Plus HD (upscaled SD channel) and Neo Cricket HD (Event Based). More

channels such as Star Movies HD and other popular sports channels in HD

format are expected to be added soon.

29
Satellite used

INSAT-4A

Launched in December 2005 by the European Ariane launch vehicle,

INSAT-4A is positioned at 83 degree East longitude along with INSAT-2E and

INSAT-3B. It carries 12 Ku-band 36 MHz bandwidth transponders employing

140 W TWTAs to provide an EIRP of 52 dBW at the edge of coverage polygon

with footprint covering Indian main land and 12 C-band 36 MHz bandwidth

transponders provide an EIRP of 39 dBW at the edge of coverage with expanded

radiation patterns encompassing Indian geographical boundary, area beyond

India in southeast and northwest regions.. Tata Sky, a joint venture between

the TATA Group and STAR uses INSAT-4A for distributing their Direct To

HomeDigital Television services across India

Technology Used

(Moving Picture Experts Group) MPEG-2 is a standard for "the generic

coding of moving pictures and associated audio information". It describes a

combination of lossy video compression and lossy audio data compression

methods which permit storage and transmission of movies using currently

available storage media and transmission bandwidth.

30
MPEG-2 is widely used as the format of digital television signals that are

broadcast by terrestrial (over-the-air), cable, and direct broadcast

satellite TV systems. It also specifies the format of movies and other programs

that are distributed on DVD and similar discs. As such, TV stations, TV

receivers, DVD players, and other equipment are often designed to this standard.

MPEG-2 was the second of several standards developed by the Moving Pictures

Expert Group (MPEG) and is an international standard (ISO/IEC 13818). Parts 1

and 2 of MPEG-2 were developed in a joint collaborative team with ITU-T, and

they have a respective catalog number in the ITU-T Recommendation Series.

While MPEG-2 is the core of most digital television and DVD formats, it

does not completely specify them. Regional institutions can adapt it to their

needs by restricting and augmenting aspects of the standard. See Profiles and

Levels.

31
TATA SKY’S MARKET SHARE

32
DISTRIBUTION CHANNEL BY TATA SKY

First DTH Company having ISO 27001:2005 accreditation

33
 In March 2009, Tata Sky became the first Indian direct-to-home (DTH)

service provider to be awarded the ISO 27001:2005 accreditation, the

benchmark for information security. ISO 27001:2005 is an international

standard that provides specifications and guidance for the establishment and

proper maintenance of an Information Security Management System (ISMS).

The assessment for the certification was conducted by Intertek Systems

Certification, the management systems business unit of Intertek Group. This

certification confirms that every transaction carried out through Tata Sky’s IT

systems is highly secure.

INVESTMENT BY TATA

Escalating competition in the direct-to-home (DTH) market has pushed up

the project cost of Tata Sky, the joint venture between the Tata group and global

media baron Rupert Murdoch's Star India, by a third. From the initially

envisaged Rs 3,000 crore, Tata Sky's project cost has moved up to Rs 4,000

crore.

HEADQUATER TATA SKY

3rd Floor, Bombay Dyeing AO building, P B Marg, Worli, Mumbai, India

KEY PEOPLE

Mr. Vikram Kaushik (Managing Director and CEO)

34
Vikram Kaushik is one of the most fashionable CEOs in the media business. The

cut of his suit and the colour coordination of his shirts and ties are always

perfect. A self-confessed shopaholic, Kaushik has the air of an elegant,

somewhat fastidious, gentleman about town

Harit Nagpal of Vodafone to take over as Tata Sky MD

Tata Sky on Monday said that Harit Nagpal of Vodafone would succeed

Vikram Kaushik as its Managing Director as the latter would retire on December

31. "Vikram Kaushik, Managing Director of Tata Sky Limited, will retire on

December 31, 2010. Kaushik will be succeeded by Harit Nagpal, who is

currently the Group Marketing Director, Vodafone, plc," a press release issued

here stated. Kaushik has led the company since its inception in 2004 and under

his leadership Tata Sky has emerged as the leading DTH brand in the country, it

said. Nagpal will join the company in August 2010 in order to facilitate a

smooth transition at Tata Sky, the release said. Nagpal comes with 25-years

experience of which nine-years have been with Vodafone. Tata Sky Ltd is a JV

between the Tata group and STAR and offers subscribers over 191 channels and

interactive services in DVD quality picture and CD quality sound.

Brand ambassador

35
 Tata Sky Ltd., the JV between the TATA Group and STAR, has signed

Aamir Khan, one of India’s highly acclaimed actors, as a brand ambassador.

Aamir Khan is the highest-paid brand ambassador today.

BRAND AMBASSADOR -

TATA SKY
Aamir Khan, one of India’s highly acclaimed actors, as a brand

ambassador. Aamir Khan is the highest-paid brand ambassador today. His

contract with Tata sky is for 20months.Speaking about Aamir Khan as the brand

ambassador for Tata Sky, Mr. Vikram Kaushik, CEO & Managing Director,

Tata Sky Ltd. said, “Aamir makes a perfect fit with the Tata Sky brand values

of trust, high-quality entertainment and innovation. As our brand ambassador, he

36
will be instrumental in communicating the benefits of Tata Sky to consumers

across the country. It is our privilege to be associated with an actor of the

highest calibre and excellent standing in the entertainment industry.”

Aamir Khan will feature across all Tata Sky brand and product

communication including advertisements on TV, Print, Outdoor, Radio and

other mediums.

Commenting on his association with Tata Sky, Aamir said, “I am

delighted to be associated with Tata Sky. Since its launch, Tata Sky has

redefined television viewing in India and I am proud to be associated with a

brand that epitomizes continued innovation and excellence in home

entertainment.”

INTERACTIVE CHANNELS

Active English

This service will help housewives improve their English conversational

skills, vocabulary and pronunciation from the comfort of their homes, at a time

most convenient to them. With Active English, they can learn how to converse

confidently in English in day to day situations like PTA meetings, malls, banks

etc. and many more. The medium of instruction for this service is Hindi.

37
Lessons learnt through the week can be revised on weekends. The content for

this service is provided by British Council.

Active Mall

Now, you can buy electronic appliances, household goods and even

mobile ringtones & wallpapers, at the press of a button! That’s right, with Actve

Mall on Tata Sky you can shop from the comfort of your home at a time most

convenient to you. Avail of attractive prices on all products

Active Wiz kids

Designed specifically for preschoolers, Active Wiz kids is a television

based service that aims to continue a child’s learning process at home through a

host of fun learning games, rhymes and art & craft activities. Now children can

also enjoy their favourite Disney characters

Active Stories

A television 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. Now children can

also enjoy their favourite Disney characters like Mickey Mouse, Cinderella,

Aladdin, Winnie the Pooh and more on Active Stories. You will now be able to

listen to your favourite stories in six languages - English, Hindi, Tamil, Telugu,

Bengali and Marathi

38
Active Learning

Active Learning powered by Encyclopaedia Britannica is a quiz based

service aimed at children in the age group of 7-12 years. Through daily quizzes

and interesting sections like ‘Did You Know’ and ‘This Day in History’, the

service aims at improving a child’s general knowledge.

Active Cooking

On Active Cooking you can get your favourite recipe when you want at

the press of a button. The service features 9 new and easy-to-cook recipes daily,

from master chefs across the country including Sanjeev Kapoor. Also, get a new

handy kitchen tip every day.

Active Darshan

Shirdi Saibaba/Iskcon/Siddhi Vinayak/Kashi Vishwanath/SVBC)( Get

darshan of the ISKCON temple, Juhu and the Shirdi Sai Baba temple on your

television, throughout the day. This new service is brought to you in partnership

with STAR News.

Active Games

On active games there are lot many options of games to choose from.

Actve Doordarshan

39
 DD Gujarati/ DD Saptagiri/ DD Punjabi/ DD Kashir

Actve Star News

Control how and when you want to watch the news. Go directly

to: headlines, top stories, features.

TARIFF - TATA SKY

Tata Sky presents you with 'TruChoice Packages' - a new set of channel

packages that lets you choose the channel package you like!

Subscribe to the Annual Mega Pack or decide on one of the Popular Packs

and then choose any or all the Optional & Regional packages you want to watch.

You can also watch blockbuster movies on Showcase that can be ordered with

any of the Packs. Get the best of entertainment right at your home in three

simple steps.

40
41
 Tata sky in headlines
The company said that its “first-of-its-kind, no conditions apply” offer

will redefine the DTH landscape in the country. It surely would, as Tata Sky has

slashed the price of its set-top box by almost 40 per cent to Rs 999. Competitors

provide set-top boxes at Rs 1,400 to Rs 1,800.

Tata Sky is convinced it has taken the right path and its pricing strategy

isn’t something that it has adopted for the first time. “We were the first to break

the Rs 100 price barrier in packaging; first to introduce HD service at an

unimaginable price point and now, the first to provide a world-class quality

42
DTH service at an affordable price point. Our service will now be affordable for

consumers across all strata of the society,” says Vikram Mehra, chief marketing

officer, Tata Sky. The company claims a subscriber base of 5.5 million, making

it the third largest DTH player.

Mehra also says reducing the price of hardware does not mean the

company, a joint venture between Tata Sons and News Corporation, will reduce

the price of channel packs as well. The company has left the minimum

subscription charges unchanged at Rs 160 per month.

He is banking on a huge increase in subscription to the DTH provider’s

value-added services. Interactive services like ACTIVE English and ACTIVE

Cooking, for which the operator charges Rs 30 per application, have more

subscribers in Tier II and Tier III cities than in urban areas. “With our

differentiated content, we will continue to earn sizeable revenue than

competition.

TATA SKY launches Active Games

In a bid to make your TV the new playground, Tata Sky Ltd in association

with Hungama Game Studio has launched its gaming service - Actve Games.

The service aims at providing over 50 different games throughout the year on

Tata Sky Actve Platform, with at least 6 of them to be enjoyed daily. The games

will cater to all age groups across multiple genres such as sports, action,

adventure, arcade, cards and racing, among others. Tata Sky will constantly

43
update the catalogue for its growing subscriber base of over 6 million

connections.

“The most exciting of these games is the exclusive Yuvraaj Singh Cricket

Championship game,” said Vikram Mehra, CMO, Tata Sky, adding, “At present

the games offered on most DTH platforms are quite basic. Tata Sky, however, is

introducing a completely new breed of TV gaming on its Actve Games platform.

This opens up a huge market not only in larger cities, but also in the Tier II-Tier

III cities and small towns. With DTH gaining a very strong foothold into the

Indian pay-TV market, gaming could be the next big step after education.”

Commenting on the partnership, Neeraj Roy, managing director and chief

executive officer of Hungama Digital Media Entertainment Pvt Ltd, said, “The

concept of gaming has caught up well in India and is gaining rapid pace. The

worldwide gaming market is expected to reach $42 billion by 2010, growing at a

CAGR of nearly 18 percent over 2006-2010. At Hungama Game Studio we have

created a bouquet of games that are engaging and addictive for the average

gaming enthusiast. Since the launch, the Actve Games pack has been getting an

overwhelming response and with the availability of fresh content every week,

we at Hungama Game Studio hope to provide them with the ultimate gaming

experience in the comfort of their own home.”

44
 The DTH market in India is relatively nascent, but is getting crowded

very quickly and holds high potential for growth. The future of competition in

the DTH market is not going to be in the core DTH service or the subscription

cost, but the quality of the value added services the provider offers its

customers.

Tata Sky crosses six million subscriber mark sept 30 2010

We have received tremendous response from the market and have crossed

six million subscribers. We are poised for further growth in the coming months,

especially on the back of interactive services that we have launched," Tata Sky

Chief Marketing Officer Vikram Mehra told reporters.

850 schools use Tata Sky Actve Education

Tata Sky has added a new lingo to our everyday conversation-isko laga

dala toh life jhingalala. Launched in August 2006, the country's second-largest

DTH service provider has already crossed the 5.5 million subscriber mark.

Beaming over 200 channels, the DTH major has five call centres, which take

calls in 11 languages. Vikram Kaushik, MD & CEO of Tata Sky, spoke to ET on

a range of issues faced by the DTH industry. Excerpts:

Soon cable operators will have to shift to the digital system. Do you see any

threat to DTH from alternative technologies such as digital cable and IPTV?

45
 In a large geographical country like India, DTH is the most preferred and

affordable proposition as compared to IPTV and cable. It can reach any

geographical location with the same picture quality and sound and at the same

price. IPTV has other challenges relating to the last-mile connectivity and the

overall cost of access for average consumers. This will take some time to

become feasible. If digital cable is to expand, then the consumer proposition has

to be competitive versus DTH, both in terms of price, line-up, VAS as well as

customer service.

TRAI has said that all addressable systems including DTH will have to

offer television channels a-la-carte to the consumers.

It's a tall order. It has not been tried in any other country. The change will

require huge re-engineering of back-end systems and large investments too. We

will try to meet the requirement, but it's extremely challenging. The multiplicity

of choice will also have implications for bandwidth.

46
 Tata Sky to add 3.5 mn more subscribers by 2012

Direct-to-Home (DTH) service operator Tata Sky today said

it would add 3.5 million more subscribers by 2012 and focus on

adding customer-oriented innovative applications.

"Currently, we have 4.5 million subscribers and we are aiming to achieve

total subscriber base of 8 million by 2012," company Chief Marketing Officer

Vikram Mehra told reporters here.

Bullish about the growth of DTH industry in the country, Mehra said

DTH subscribers in the country are expected to be in the range of 40-45 million

in next three years.

Tata Sky, a joint venture between Tata Group and Star, also announced

the launch of 'Active' English-- an innovative program aimed at enhancing

conversational skills among Indian housewives.

"We always focus on giving maximum value to our customers by way of

introducing more innovative services which are even not available globally and

also having wide array of channels and programmes.

47
 Tata Sky enhances VAS, offers flower delivery

Direct-to-home services provider Tata Sky has partnered renowned chef

Sanjeev Kapoor and florist chain Ferns 'N' Petals to strengthen its value-added

services portfolio.

While Sanjeev Kapoor's recipes would be a part of Tata Sky's Active

Cooking service, Ferns 'N' Petals would offer flower delivery service across the

country.

"We have tied up with Sanjeev Kapoor to showcase his recipes on our

Active Cooking channel. Also, we have partnered with Ferns 'N' Petals, who

would deliver the flowers and cakes across the country," Tata Sky Chief

Marketing Officer Vikram Mehra said. He declined to comment on the revenue

potential of the services.

The user needs to choose flowers or cakes which have product codes and

SMS the code to the company and a representative would call back to take the

delivery details, Mehta added.

Tata Sky is also looking at enriching its offerings for the kid’s genre with

the summer vacations starting and has introduced offerings like puzzles, games

and content like Hannah Montana.

48
 Tata Sky to launch voice activated service

Tata Sky on Tuesday announced the launch of Interactive Voice Response

(IVR) application being used exclusively by it at its call centre facilitates to

support the huge demand from its subscribers this festive season.

Tata Sky is launching this application in association with Ubona

Technologies, a press release issued here said.

"The introduction of Ubona not just increases the efficiency of service by

automating it, but also gives our customer care executives valuable time to

service other critical calls," Tata Sky's Chief Marketing Officer, Vikram Mehra,

said.

Currently, this feature is rolled out in all 3 call centre locations of Tata

Sky (Chandigarh, Pune and Hyderabad) and is supported in the English

language. Several Indian languages, including Hindi, are proposed to be added

shortly.

Tata Sky launches PVR technology

Tata Sky, a joint venture between the Tata Group and Star, is eyeing an 8-

million subscribers by FY'2012, a top company official said. "We are looking

for at least 8 million connections by FY' 12 from the present 2 million

subscribers in direct-to-home (DTH) space," Tata Sky Managing Director &

CEO Vikram Kaushik told reporters here on Tuesday after launching Tata Sky,

49
a new-age service that uses the breakthrough personal video recorder (PVR)

technology. "We have created a record of 2 million subscribers in 20 months.

The total DTH subscriber base is estimated at 6-million," Kaushik said. Tata

Sky would be the first to bring this technology in India. PVR allows subscribers

to save a particular content airing on one channel, while watching another. The

subscriber can view the saved content as per his/her convenience later on. "PVR

technology will not only help our subscribers to time-shift their TV-viewing

with the record and playback features, but also give them the convenience to

enjoy uninterrupted TV with the pause and rewind live TV features," Kaushik

said. The DTH service provider aims to position this service as a premium

offering and it would be rolled-out in a phased manner across the country. The

set top boxes for PVR are expected to be priced at Rs 8,999. However, it will be

offered to the existing Tata Sky subscribers at discounted rates.

50
TATA SKY PROMOTIONAL
CAMPAIGNS

Brand Ambassador promoting Tata Sky+

51
 Recently launched Tata Sky Plus which uses the personal video recording
(PVR) technology that allows consumers to record live. It is available at a
price of Rs. 8999/-

Brand Ambassador promoting interactive services from Tata Sky, i.e.

Tata Active

52
 Roadside promotional campaigns from Tata Sky

Picture above is among the most recent campaigns from Tata Sky

53
Advertisement for choice of packages

Installation service from Tata Sky

Promotional Banners from Tata Sky

54
 Tata Sky’s sentimental promotional campaign

Actve Games from Tata Sky, an interactive channel for kids

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Advertising Strategy

• To tell subscribers what benefits they get from the product rather than talk

about the features

• To communicate the message of Tata Sky being a one-stop shop for

complete home entertainment making other mediums redundant

• To reinforce greater customer care initiatives, and retain market lead

• Provide delighting VAS

56
 Tata Sky- an overview

Most Wanted Features

• Reminder for favourite program

• On demand Movies

• Live Record / Pause / Rewind

• People want to add internet services as add on service.

• 80% of the customers are satisfied by the DTH services (Tata Sky).

Problems faced by the Customers

• Some channels do not have good reception

• After sales service – customer care service

• Remote is not of good quality

• Hidden charges – free to air channels

• Packages are not so good and attractive

• Sometimes poor quality of signal

• Reasons for its Failure

Bad Customer care

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 • Bad Reception of Some Channels

• Less advertisement in initial stage

• Less variety of channel packages

• Failure of Telecommunication Network

Reasons for its Success

• Introduction of new and unique features

• Introduction of schemes

• Improvement in picture and sound quality

• Better customer care service than before

• Appointed Amir Khan in his advertisement

• Easy availability or Good distribution network.

Recommendation

• They should improve their customer care.

• They should use more advanced technology for the improvement of the

picture quality.

• They should review their packages and launch some economical packages

for middle class people.

• They should introduce new schemes to attract customers.

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 • They should introduce new services like internet which will make them

unique in their category.

• They should find new ways to advertise their product.

IMPORTANCE & SCOPE OF THE PROJECT

REPORT
The project report has been prepared in order to do a comparative study

between two leading DTH service providers, that what all strategies they follow

for:

 Brand Promotion

 Capturing market share

 To face healthy competition

 Te be best at customer care service

 Status of the company

The scope of this report includes the information about DTH, company profile

of Dish TV & Tata Sky & also a brief knowledge about their competitors.

Market position of that company has also been included in the scope.

59
 RESEARCH OBJECTIVES
The objective of the research was to conduct a comparative study between

two leading DTH (Direct to home) service providers, in order to collect

information about DISH TV & TATA SKY being the leading DTH service

providers in the country, in order to compare them & know about the

o Status of the company in the market

o Competitive strategies

o Goodwill of the companies

o Marketing strategies of the companies

o Promotional schemes offered by the companies

o Customer feedback about the companies

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 o Tariffs offered by the companies

o Limitations of the companies

So that points of improvement can be suggested & information can be

gathered about the working of the companies.

HYPOTHESIS
A Hypothesis consists of either a suggested explanation for an observable

phenomenon or of a reasoned proposal predicting a possible casual correlation

among multiple phenomena.

NULL HYPOTHESIS

There is a positive relationship between Dish TV & Tata Sky.

ALTERNATE HYPOTHESIS

There is a negative relationship between Dish TV & Tata Sky.

61
 RESEARCH METHODOLOGY
The methodology adopted for eliciting the data required for the study was

survey method. It is the overall pattern or framework of the project that will

dictate as to what information is to be collected, from which sources and by

what procedures.

RESEARCH METHOD

Research methodology must be classified on the basis of the major

purpose of the investigation. In this problem, description studies have been

undertaken, as the objective of the project is to conduct the market survey about

the comparative analysis of dealer satisfaction of other DTH player in India.

DATA COLLECTION
62
 The information needed to further proceed in the project had been

collected through primary data and secondary data.

PRIMARY DATA

Primary data consists of information collected for the specific purpose at

hand for the purpose of collecting primary data, survey research was used and

all the retail outlets sellers using different brands and their competitors were

contacted. Survey research is the approach best suited gathering description.

Questionnaire has been used to collect the data. It contains the open ended

and scaling techniques.

SECONDARY DATA

The secondary data consists of information that already exists somewhere,

having been collected for another purpose. Any researcher begins the research

work by first going through the secondary data. Secondary data includes the

information available with the company. It may be the findings of research

previously done in the field. Secondary data can also be collected from

magazines, newspapers, other surveys conducted by known research agencies

etc.

Various internet sites & blogs have been used to collect information about

the company.

63
 The respondents are consumers of various DTH. The survey was carried

in Moradabad with the sample size of 100 consumers. The survey was carried

out with the help of a structured questionnaire, which helps in accomplishing the

research objectives. The respondents by means of personal interview administer

this structured ended questionnaire.

Research design

Descriptive method is used in the research. A sufficient thought has been

given in framing the questionnaire and deciding the types of data to be collected

and the procedure to be used.

Data collection method: Survey method has been used for collecting the data.

Method of communication:

Indirect communication (questionnaire) has been used for collecting the

information.

Sample size: 100 consumers have been surveyed.

Sampling technique: Convenience area sampling has been used in the research.

Area of survey: MORADABAD

64
 STATISTICAL TOOLS USED

MEAN

In statistics, the mean is the mathematical average of a set of numbers.

The average is calculated by adding up two or more scores and dividing the total

by the number of scores.

MEDIAN

In probability theory and statistics, a median is described as the numeric

value separating the higher half of a sample, a population, or a probability

distribution, from the lower half. The median of a finite list of numbers can be

found by arranging all the observations from lowest value to highest value and

picking the middle one. If there is an even number of observations, then there is
65
no single middle value; the median is then usually defined to be the mean of the

two middle values.

MODE

Mode (statistics), the value that has the largest number of observations.

AVERAGE

In mathematics, an average, or central tendency of a data set is a

measure of the "middle" value of the data set.

There are many different descriptive statistics that can be chosen as a

measurement of the central tendency of the data items. These include arithmetic

mean, the median and the mode. Other statistical measures such as the standard

deviation and the range are called measures of spread and describe how spread

out the data is.

Random Sampling

A sample is a subject chosen from a population for investigation. A random

sample is one chosen by a method involving an unpredictable component.

Random sampling can also refer to taking a number of independent observations

from the same probability distribution, without involving any real population.

66
 Comparison
Dish TV :-

Advantages

(1) The biggest advantage of Dish TV is its cost. (For old or existing customers

at this point). It offers most of the popular channels at low cost. The highest

pack costs Rs.325 per month, after which only 1 or 2 add-on packs are required

to all almost all channels, unlike other DTH where you need several Add-on

packs even after subscribing to the highest pack.

(2) Dish TV’s satellite being located very near to DD Direct Plus’s satellite, all

Dish TV users enjoy the complete channel offering of DD Direct Plus as well.

So any new channel added in DD Direct Plus automatically gets added to Dish

TV channel offering.

67
(3) The software of Dish TV STBs are stable at the moment. This makes the

switching speed between channels pretty fast. Also very less hang-ups of STBs

reported till now. Thanks to Dish TV STBs’ great software.

(4) Only Dish TV gives its users access to exclusive never-before seen

international channels which are not available even in cable till now. The platter

includes MGM, TCM and Boomerang. Airtel Digital TV provides MGM India

unlike Dish TV which still carries the direct international feed of MGM.

(5) Several new channels added recently are provided at no extra cost for the

highest pack users, except for a few channels. (Currently only for existing or old

customers). Whereas other DTH operators, have added the new launches in

separate Add-on Packs.

(6) Dish TV has a good no of Transponders to offer more channels to its users,

including the recently contracted Protostar which means more channels for its

customers.

Disadvantages

(1) One of the biggest problems of Dish TV is its Customer Care and Customer

Service which is definately not upto the mark. The CC executives lack

professionalism in their attitude and after-sales support in certain areas are

allegedly poor.

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(2) Another serious issue is its audio and video quality. Quality on several (but

not all) channels on Dish is not upto the mark. Too much of pixelation is seen on

some channels and the audio standard is of course not of true CD quality.

(3) Dish TV misses out on few important channel packages which includes the

Neo bouquet and the UTV group of channels. Due to this exclusive cricket

matches and world TV premier of latest movies on these channels are missed by

the Dish TV users.

(4) New channel addition process is extremely slow when it comes to Dish TV.

It takes a huge amount of time for Dish TV to enhance its bouquet offerings.

(5) The time taken for activation of packages after renewal is too long

sometimes. Users had to wait for as long as 5-6 days for activation even after

making payments on time.

(6) Official website is not updated regularly. Official weblog which was meant

for the interaction of Dish TV users too does not work till date.

TataSky :-

Advantages

(1) India’s first and only DTH service to have made a joint venture with a

reputed international DTH brand, Sky, which is famous for its exquisite

technology.

69
(2) The audio and video quality of TataSky stands up to the expectations of its

users. Customers have reported about Tata Sky’s true DVD quality picture and

CD quality sound.

(3) Only TataSky gives its users an exclusive access to some authentic

international channels which includes BBC Entertainment and Celebes.

(4) TataSky offers uniform volume level across all channels, unlike other DTH

services where the volume level keep varying with each channel.

(5) The STB of TataSky is stable enough. There has been very less or no reports

of TataSky STB bugs or issues till date.

(6) TataSky users argue that its Customer Service is satisfactory. Issues are

addressed on time and the after-sales support is great.

Disadvantages

(1) TataSky has too many Add-on packs. Several add-on packs need to be

subscribed to for enjoying all the channels, even after going with the highest

pack. This makes the over-all package too costly.

(2) The channel strength of TataSky is less compared to other DTH operators.

This is because of the less no of Transponders purchased by them.

70
 FINDINGS

1) Maximum Dealers keep DTH kit and recharge facility.

2) Awareness of new connection and new recharge offers of Dish TV is similar

to Tata Sky and Airtel Digital.

3) There is a communication gap between the company and the dealers.

4) Availability of vouchers lie between price ranges from Rs 100 to 1000.

5) Availability of voucher is one of the major issues among DTH dealers.

6) EPRS system seems to be the most troublesome recharge option for DTH.

7) In case of Dish TV because of frequent trouble complains in EPRS recharge

option, vouchers are preferred over others that are not the case with other brands

who use all other options.

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8) Customer care service is considered to be very poor as dealers often complain

of problems in recharge process.

9) Many dealers say they recommend Tata Sky and Airtel because they get the

installation done much faster in comparison to Dish TV. With Dish, it takes up

to 3-4 days sometimes.

10) The company hasn‘t been able to keep up the promises made to the

customers, like installation and activation commitments are often not met.

11) Communication between the Call Centre and the Service centre is not good.

12) Customer Care is not reachable on Toll-Free easily, waiting time is high on

toll-free numbers.

13) Changes in price plans and offers more frequently confuses customers which

beings down the consumer satisfaction levels.

14) There has been a growing trend of dish TV customers and dealers being

shifting to other major brands like Tata Sky and Airtel Digital as they provide

better value added services like after sale service, recharge facilities and

customer care.

15) Most dealers surveyed have complained that the Distributor/Sales people do

not visit much and they are not receiving sufficient support.

72
 SUGGESTIONS

1) Increase awareness: Since there is lack in communication channel, it should

be tackled with care and dealers should be constantly made aware about the

offers and new plans through meetings with company executives at regular

intervals.

2) Improve processes and techniques: In order to make recharge or activation

process more transparent and user friendly, the EPRS technology needs to be

upgraded consistently.

3) Give more value added services: Since Tata sky and Airtel have clear edge

over value added services like free installation DTH needs to mend its strategy

73
to face these competition. One way of doing this would be to offer at least the

same service as these two competitors are trying to eat the market share.

4) Improvement in after Sales Services: Arrange: proper training for

customer care executives as Dish TV lacks proper after sale service against the

service provided by Tata Sky & other brands.

5) Standardized the price plans and avoid frequency changing: Frequent

changes in price and offers is proving no good for Dish TV as it is in way

frustrates the customers with changes in offers without being informed about it.

6) Voucher Availability: Make proper channel of Distribution of voucher. As

sometimes it becomes hectic for any consumer to find a voucher recharge

dealer.

7) Visibility: Danglers create more impact on customer mind, it always visible

and promote offer and help to recall brand resonance.

74
 LIMITATIONS

Bad or poor Customer care.

Bad or unclear Reception of Some Channels.

Less advertisement in initial stage.

Less variety of channel packages.

Failure of Telecommunication Network.

Complexity of payment for tariff.

Requires a dish to be placed on the top of the roof which might not be

convenient for people living in flats.

75
 People are not willing to invest for DTH against cable TV.

WEBLIOGRAPHY

www.google.co.in

www.scribd.com

www.tatasky.com

www.dishtv.in

www.go4dishnetwork.com

www.indiabroadband.net

76
www.dthindia.com

www.wikipedia.com

77
 Data analysis

1. What type of connection do you have at your home?

78
2. How many DTH connections do you have at your home?

3. How much do you like to pay for your DTH connection per month?

79
4. Which DTH network do you own?

5. From where did you come to know about your DTH service provider?

80
6. How many channels do you get in your package?

7. Scale your satisfaction from your DTH

81
8. What do you like most about your DTH service?

9. What things you don’t like about your DTH service?

82
10. Do you easily get recharge for your DTH service provider?

11. Do you have any plan to change your DTH service provider?

83
12. What all feature are you looking for in your next DTH provider?

13. Which DTH service provider will you switch to?

84
14.Which marketing scheme attracts you most?

15.What recommendations would you like to make?

85
A) They should improve their customer care service.

B) They should introduce new schemes to attract customers.

C) They should find new ways to advertise their product.

D) They should introduce new services like internet which can

make them unique in their category.

ANNEXURE
86
 Customer Feedback on Direct to home (DTH)
Service
Name: __________________________

Age:_______________

No. Of Family members:____________

I) What type of Connection do you have at your home?

1. Cable TV [ ] 2. Direct To Home(DTH) [ ]

3. DD National [ ] 4. None [

II) How many DTH connections are there at your Home?

1. One [ ] 2. Two [ ]

3. Three [ ] 4. More than Four [

III) How much would you like to pay for your DTH Connection

per month?

1. 150 [ ] 2. 250 [ ]

3. 300 [ ] 4. 350 or more [ ]

87
IV) Which DTH network do you own?

1. Dish TV [ ] 2. Tata Sky [ ]

3. Big TV [ ] 4. Other [ ]

V) From where did you come to know about your DTH service

provider?

1. Newspaper [ ] 2. Banners [

3. Magazine [ ] 4. Referral [ ]

VI) How many channels do you get in your package?

1. Around 50 [ ] 2. Around 100 [ ]

3. Around 150 [ ] 4. More than 150 [

VII) Scale your satisfaction from your DTH service?

1. Bad [ ] 2. Average [ ]

3. Good [ ] 4. Excellent [

VIII) What do you like most about your DTH service?

88
 1. Clarity [ ] 2. Value for Money[ ]

3. Features [ ] 4. All of the Above [ ]

IX) What things you really don’t like about your DTH service

provider?

1. Price [ ] 2. Poor service [

3. Unclear picture [ ] 4. Other [ ]

X) Do you easily get the recharge for your DTH?

1. Yes [ ] 2. No [ ]

XI) Do you have any plan to change your existing DTH service

provider?

1. Yes [ ] 2. No [ ]

XII) What all features are you looking for in your next DTH

service provider?

1. Interactive [ ] 2. Quality [ ]

3. Service [ ] 4. All of the above [ ]

89
XIII) Which DTH service provider will you switch to?

1. Airtel Digital TV [ ] 2. Dish TV [

3. Tata Sky [ ] 4. Other [ ]

XIV) Which Marketing scheme attracts you most?

1. Discount [ ] 2. Promotional offers [ ]

3. Service package [ ] 4. Brand Image [

XV) What would you recommend to company to add?

1. They should improve their customer care. [

2. They should introduce new schemes to attract customers.

[ ]

3. They should find new ways to advertise their product. [

4. They should introduce new services like internet which

will make them unique in their category. [

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________________________________________________________________

_Thank you for your precious time

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