SUMMER TRAINING REPORT

ON
(VISIBILITY OF DISH TV AND SCOPE FOR HD STB IN

BATHINDA AND MANSA DISTRICTS)

Submitted To:-

UNIVERSITY SCHOOL OF BUSINESS STUDIES

TALWANDI SABO

In partial fulfillment of requirement for the award of degree

in
MASTER OF BUSINESS ADMINISTRATION
SESSION -2009-2011

Submitted By:-
VARUN GOYAL
M.B.A IInd (3rd sem)

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Preface

It`s a thing of massive gratification for me to do my summer training in DISH

TV and present this project on topic ―To access the visibility of DISH TV and
scope for HD STB in Bathinda and Mansa Districts.

Survey measure the visibility of the company product over the outlays of
retailers which insures the brand reach among customers and its market share.

Noticeably- About the scope of HD STB in the markets of Bathinda and

Mansa. This project attempts to find out present situation and reason behind the
drop and suggest measures to overcome it.

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Acknowledgement

I express my sincere gratitude to my industry guide Mr. SHAD ZAMAN,

MANAGER MARKETING, DISH TV INDIA LTD, for his able guidance,
continuous support and cooperation throughout my project, without which the
present work would not have been possible.

I would also like to thank the dealers of Bathinda and Mansa Districts, for the
support and help in the successful completion of my project.

Signature

(Varun Goyal)

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Table of Contents
1. Introduction
1.1. DTH Industry
1.2. Current Scenario
1.3. Industry Porter`s Analysis
1.4. Company Overview
1.5. About Dish TV
1.6. Product Life Cycle
1.7. Types of Products and Services
1.8. Organizational Chart
1.9. Promoters
1.10. SWOT Analysis
1.11. Market Position
1.12. Review About Various DTH Players
1.13. DTH Market Structure

2. Literature Review
2.1 Back Ground of the Company
2.2 Government Policy

3. Research Methodology
3.1 Objectives of the Project
3.2 Research Methodology
3.3 Research Design
3.4 Limitations
3.5 Market Visit
3.6 Analysis and Interpretation
3.7 Findings
3.8 Recommendations

4. Bibliography

5. Annexure

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Synopsis

The development of the DTH (Direct to home) sector has experienced a major
process of transformation in terms of its growth, technological content and
market structure in the last decade. Any company which is successful is because
of its reach among customers which is possible through the effective tools
through which a company communicates and attracts its customer. Dish TV is
the most famous brand and have a sophisticated place and market leader
position in the mind of customer. This is due to its strong brand image.

The attempt behind this project was to find out the visibility of DISH TV as a
brand over the retail outlets and its competitors` 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.

An attempt has also been made in the project to access the scope of HD STB in
the concerned markets of Bathinda and Mansa.

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INTRODUCTION

6
1.1 Industry Overview

After a slow start, the DTH market in India is fuelled by fierce Competition
between the incumbent Dish TV and challenger Tata Sky, plus several new
entrants, but pricing and exclusivity remain key Contentious issues.

History:

The history of Indian Television dates back to the launch of Doordarshan, the
country‘s national television network in 1959 when the transmission was in
black & white. The 9th Asian games which were held in 1982 in the country‘s
capital New Delhi heralded the mark of color television broadcast in India.

In 1991, Indian economy was liberalized from the license raj and major
initiatives like inviting FDI, deregulation of domestic businesses emerged. This
led to the influx of foreign channels like Star TV and creation of domestic
satellite channels like Sun TV and Zee TV. This virtually destroyed the
monopoly held by Doordarshan.

In 1992, the cable TV industry started which changed the way the average
Indian watches the television. Every city in India had a new breed of
entrepreneurs called as cablewallahs or Local Cable Operators (LCO) taking in
charge of distribution. Since this was a disorganized sector carrying new
channels on the existing infrastructure required new investments which the
operators were reluctant to make. This led to the emergence of a new breed of
firms called as Multi System Operators (MSO) who had heavy financial
muscles to make capital investments and liaised between the cable operators
and the channels. MSOs provide the feed to the local operators for a fee.

In 1995, government felt the need of regulation in Cable TV and passed the
Cable TV network (Regulation) Act. This was also the time when the state
owned Doordarshan and All India Radio came under a new holding called as
Prasar Bharati to give them enough autonomy. The LCOs reported a lower
number of connections where as the broadcasters demanded a higher rate.

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MSOs were finding it difficult to operate under these conditions. This led to an
amendment of the Cable TV networks (Regulation)Act in 2002 to provide
Conditional Access System (CAS). With CAS, the last mile distribution could
be addressable with accuracy and digitalization of broadcast was also possible.
CAS was rolled out in 2003 staring from Chennai and later to parts of Delhi,
Mumbai and Kolkata. On the DTH front, TRAI issued the guidelines for
operating DTH.

Country‘s first DTH license was awarded to Dish TV in 2003 which started
operations in 2004. Prasar Bharati also started its product DD-Direct+.

In 2007, TRAI proposed a new initiative by name ―Headend-In-The-Sky

(HITS) model as an alternative to the existing cable distribution. Instead of the
MSOs providing the bundle, there will be a single HITS operator who will
prepare the bundle of channels and beam it to the Headend in the satellite. With
the average Indian getting younger, and hence more likely to spend on
nonessentials, the entertainment industry has the potential to grow explosively
in the future. Now the industry is ready to enter a second stage of growth
powered by the twin engines of technology (availability of quality infrastructure
and the accelerated penetration of digital connectivity) and an enabling
regulatory environment.

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1.2 Current Scenario:
In the current context of the global financial meltdown, the Direct to Home
(DTH) industry in India is in the throes of multifarious challenges and
opportunities. The big game is all about shaping up grandiose plans to master
the winning rules to garner as much portion of the Indian DTH pie as possible
by a handful of players.

Since the DTH space denotes big value, akin to the space occupied by
television and telephony, inter-firm rivalries have thrown up price wars,
discount schemes, procurement of transponders, ambitious targets for improving
the subscription base, popular bouquet of channels, set top boxes with superior
quality of videos, improving content, etc as a desperate means to entice the
Indian viewer. A neat 20 per cent annual growth is being witnessed in the DTH
sector in India with over 16 million households having digital pay-TV.
According to Harsh Bijoor, a brand consultant―Since Dish TV, the biggest
market player on the Indian soil, has not scraped even five per cent of the pie,
there is plenty left for other players to eat. In the early 2008, five major players,
Zee`s Dish TV, Tata Sky, Reliance ADAG, Sun Direct and Bharti Telemedia
formed an umbrella body – DTH Operators Association of India (DOAI). Dish
TV is the largest DTH provider with a subscriber base of around 5 million. Tata
Sky, a DTH joint-venture Company between Star (owned by Rupert Murdoch)
and the Tata Group (20:80), now has around 3.4 million connections and the
forecast for 2012 is that it will further increase to eight million, Sun Direct, the
80:20 JV between the Maran family and the Astro Group of Malaysia, over 2.3
million, Big Tv about 1.2 million and Airtel Digital Tv about 0.3 million
subscribers (Source: Business Standard, May 1, 2009).

According to sources, DD Direct Plus has a subscriber base of about 3-4

million subscribers, mostly in the remote corners of the country not connected
by terrestrial or cable television. DTH operations in India could be enhanced if
the dearth of satellite capacity is removed by increasing the number of available
Ku-band transponders that at present is 12 on Insat 4A, which in turn would
mean more channels for viewing. Tax burdens on DTH are another area of
complaint for operators. Around 40 per cent of revenues are siphoned off to pay
taxes and license fee and another 12 per cent for services imposed by the

9
Central government. Apart from this, there are entertainment taxes that differ
from state to state.

DTH stands for Direct To Home which is a direct mode of transmission

between Broadcaster` and Subscriber` through satellite.

10
Broadcast centre collects the signals from different programming sources (like
Sony, Zee, and Star). It processes the Signals and beams it to the Satellite.
Satellite will reprocess the signals and retransmits the signal to the subscribers.

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1.3 Porter’s Analysis of DTH industry:

1. Threat of substitutes:
DTH faces stiff competition from the terrestrial, cable and IPTV. As per the
industry estimates, there are 130 million TV homes of which 85 million are
served by cable and around 16 million by DTH with the remaining taken by
terrestrial transmission.

Indian Broadcasting
Dth
12%

Terrestrial
22%

Cable
66%

Terrestrial Television:

Doordarshan is the world‘s largest terrestrial broadcaster with over 1400

terrestrial TV transmitters. The reach provided by this route is phenomenal with
Doordarshan covering 88% of India‘s geographical area. Covering the
remaining 12% area required substantial capital investments which does not
outweigh the benefits. The transmission was done originally in Analog mode
but beginning from 2002, Doordarshan has partnered with BBC resources – the
consulting wing of BBC, in offering digital terrestrial TV. The transmission
could be received using a low cost Yagi antenna. However, due to lack of
attractive content it does not seem to be a formidable threat for DTH.

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Cable TV:
Cable TV currently operates in 2 modes viz. through CAS covering cities like
Chennai, Delhi, Mumbai and Kolkatta, and through non-addressable system in
the rest of the country. As seen from the above diagram Cable TV enjoys the
maximum share as compared to other medium. In case of CAS controlled areas,
the subscriber has to buy Set Top Box (STB) to see the pay channels. On the
other hand, in areas where non-addressable system is used, nearly all the
channels are available without the need of any separate receiver by paying
anywhere between Rs 100 to Rs 350 per month depending on the place.

Due to phenomenal reach of Cable TV, it poses a serious threat to the growth of
DTH industry.

Internet Protocol Television (IPTV):

IPTV is a service where television signals are digitally sent over the
telecommunications line. It is often presented as a bouquet of Video (IPTV),
Audio (Telephone) and Data (Broadband Internet) services. With widespread
adoption of broadband in the country and the growing techno savvy population,
IPTV has a potential to become a huge success.

IPTV takes the interactivity to a newer level. In regular mediums, all the
channels are pushed to the consumer regardless of his preference. IPTV
encourages a two-way request response model where the consumer chooses the
programs he wants to view. Right now thos medium is totally unregulated and
cable companies are urging the TRAI to issue a consultation paper process to
include IPTV under the aegis of Cable TV act.

IPTV is a considerable threat to DTH in urban and semi urban areas where
broadband has made its mark.

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2. Bargaining power of suppliers:
DTH industry relies on three major supplies: Customer Premise Equipment
(CPE) comprising of the satellite dish, Set Top Box with the necessary Access
card, the Ku band transponders in the orbiting satellites and content. With India
overtaking Japan as Asia‘s largest DTH, the bargaining power of Indian DTH
operators with CPE supplies have increased.

However, the availability of transponders is increasingly becoming difficult.

The Ku band transponder is generally provided by Astrix, the commercial wing
of ISRO either through its own satellites or by leasing transponders from
suppliers. With only two domestic satellite launches between 2007 and 2010 an
d increasing DTH players, Astrix is in a better position to use DTH as its cash
cow for the next 5 to 10 years. Also the crash of INSAT 4C and NSS-8 has
worsened the situation of DTH players.

As there is not much of regulation particularly in terms of channel pricing,

acquiring content from the broadcasters is also difficult. DTH vendors are at the
mercy of the broadcasters.

3. Bargaining power of buyers:

With enough options to choose both from the pont of alternate mediums like
Cable, IPTV and Terrestrial broadcast and from the point of increasing DTH
operators, the consumer is at his will to decide.

Customers will continue to have a high bargaining power until DTH platforms
try to differentiate them as superior players with better content and clarity.

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4. Inter firm rivalry:
With 6 operational players, the inter firm rivalry is quite high. The competition
from state owned DD-Direct to private players is negligible from the content
point of view as the number of channels offered by DD-Direct is very limited.
However, DD-Direct does not charge any monthly subscription fee which poses
a threat to the private players.

Between Dish TV and Tata Sky there is an intense rivalry exhibited by price
wars and discount schemes offered to new connections. Being the first mover,
Dish TV has price advantage in both the STB as well as procuring the
transponders. On the other hand, Tata Sky claims its STB having superior DVD
quality video.
Other than price wars and intense competition in increasing customer base,
there is also a competition at acquiring the content. Dish TV, Tata Sky and Sun
Direct are part of big groups that also have popular bouquet of channels like
Zee, Star and Sun respectively. The channels indirectly refuse content for DTH
operators by charging exorbitantly or mandating that all the channels of their
bouquet to be transmitted when the vendor is already capacity constraint.

5. Threat of new entrants:

With already 6 players in the DTH space, threat of new entrants is relatively
low. There is already enough competition which will discourage new firms to
enter this business. While getting a license is relatively easy, the barriers to
entry are high when it comes to pricing of CPE and getting the required
transponders.

15
1.4 Company Overview

About ESSEL GROUP

THE ESSEL PHILOSOPHY

The Essel Group strives to offer the best to the communities that it serves —
shareholders, customers, employees and vendors. ‘Faith in innovative and
organized growth’ is the dictum that drives all business decisions. A
multicultural organization with a strong customer focus, Essel Group companies
reach out every day to millions of consumers across the globe.
Essel Group is among India‘s most prominent business houses with a diverse
portfolio of assets in media, packaging, entertainment, technology-enabled
16
services, infrastructure development and education. The Group started business
in 1976 with a commodity trading and export firm, Rama Associates Limited,
and has since then metamorphosed into a conglomerate that is a symbol of the
ingenuity and power of Indian entrepreneurship, with worldwide operations and
a workforce of nearly 8,000 dedicated employees.

MEDIA______________________________________________________
_____________ Zee Entertainment Enterprise Ltd - India's largest media and
general television entertainment network with a range of businesses
encompassing the content-to-consumer value chain. Zee News Ltd - a cluster of
news and regional entertainment channels touching the lives of millions of
Indians. DNA - an English language newspaper in a joint venture with the
Dainik Bhaskar Group.

TECHNOLOGY___________________________________________
__________________ Dish TV - India's first direct-to-home (DTH)
entertainment service, brings the latest in digital technology to television
viewers, broadcasting high quality programmes straight from the satellite to the
consumer's home. Wire & Wireless India Ltd - the largest cable distribution
system in India, present in 45 cities. Intrex India - a revolution in the financial
services industry with two innovative businesses and unique payment
instruments - the country‘s first ever cashless /trade exchange and a multi-
purpose stored value card. Procall - India‘s first and only digital PTT telephony
service, powered by Motorola‘s iDEN technology . Cyquator Technologies
Limited – an IT infrastructure outsourcing company that provides end-to-end
Internet Data center and high-end managed hosting services. Digital Media
Convergence Limited - personalized, entertaining and informative multimedia
and textual content. Cornershop - a wide range of mobile content and
interactivity services, the first to launch reality-based TV interactivity for voting
and polling.

PACKAGING______________________________________________
_________________ Essel Propack - the world‘s largest specialty packaging
company manufacturing laminated tubes for personal care, pharmaceutical, food
and industrial businesses.

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ENTERTAINMENT______________________________________
_____________________ E-City Property Management Services - the first
organized corporate entity in the convergence of entertainment, retail and
technology with interests in realty development, mall-based property
management, digital cinema solutions, film distribution and syndication. ETC
Networks - among leading television networks in India with two channels -
ETC Hindi and ETC Punjabi.

Pan India Network Infravest Pvt Ltd – Playwin, India's first and largest
online gaming company, provides infrastructure, data communication,
marketing support and service to facilitate a secure online lottery network.

Essel Sports – pioneering sports initiatives with Indian Cricket League and
Mumbai Football Club to promote India in the global sports arena through an all
inclusive spirit of free and fair competition.

Suncity Projects – a pioneer in conceiving and executing a profusion of urbane

real estate projects arraying from townships to group housing to luxury
apartments to shopping malls and office complexes.
Asian Sky Shop - India‘s first Direct Response Television Marketing venture.

E-City Bioscope Entertainment Pvt Ltd – a chain of multiplex cinema–cum-

family activity centers across non-metro towns in India.

Fun Multiplex Pvt Ltd - With a leading position in the Indian multiplex
market, Fun Multiplex Pvt Ltd operates 70 cinema screens in 19 cities and
twenty three locations – Ahmedabad, Mumbai, Chandigarh, Hyderabad,
Guwahati, Gwalior, Delhi, Ghaziabad, Lucknow, Agra, Jaipur, Bangalore,
Panipat, Ambala, Karnal, Hyderabad, Gulbarga, Panjim and Margao.

E-City Digital Cinemas Pvt Ltd -The company was established in April 2004,
and is committed to revolutionise the Indian movie business by implementing
state-of-the-art digital technology, thereby eliminating print costs, curbing
piracy and offering audiences globally benchmarked cinema-viewing with a
uniform audio-visual experience.

18
E-City Media Pvt Ltd - E-City Media has been incorporated to bring synergies
and to leverage upon E-City Venture‘s media assets. The on-screen and off-
screen media opportunities at E-City‘s Cinema & Malls have amassed to
become an attractive tool of communication for advertisers.

INFRASTRUCTURE_____________________________________
_____________________ Essel Infraprojects Limited – With Esselworld and
Water Kingdom, among the largest amusement theme parks, EIL is also
engaged in the development of roads, power plants, Sports complexes and
Special Economic Zones.

E-City Real Estate Pvt. Ltd – The Company behind the successful lifestyle
brand Fun Republic – plans to develop and operate 20 million sq ft of retail real
estate by 2011.

E-City Property Management & Services (India) Pvt Ltd (EPMS)– An E-

City Venture company that provides the most comprehensive and reliable
mall/property management and retail services in India, including overall
operations, marketing, consultancy, occupant management, retail leasing
services and advisory services.

EDUCATION_______________________________________________
________________ Zee Interactive Learning Systems - the education arm of
the group runs India's largest chain of preschool and high schools. Zee Institute
of Media Arts provides training in media arts and technology while Zee Institute
of Creative Arts is an animation training academy.

1.5 About Dish TV

19
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 started its service in Pakistan with the collaboration of
Budget Communication.

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.

Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV

has national and global presence with business interests in media programming,
broadcasting & distribution, speciality packaging and entertainment. Zee
Network incorporated Dish TV to modernize TV viewing. Dish TV is India‘s
first direct to home (DTH) entertainment service. By digitalizing Indian
entertainment, this enterprise brought best television viewing technology to the
living room. It not only transmits high quality programmes through satellite; but
also gives a complete control of selecting channels and paying for them.

Dish TV imparts DVD quality picture and stereophonic sound effects to the
customers. It promises to change the experience of TV viewing with its
uninterrupted transmission service. The endeavour enters next level of
entertainment with futuristic features, such as EPG (Electronic Programme
Guide), parental lock, games, 400 channels, interactive TV and movie on
demand. Dish TV also brings exclusive national and international channels for
the first time in India.

20
Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV
has national and global presence with business interests in media programming,
broadcasting & distribution, speciality packaging and entertainment. Zee
Network incorporated Dish TV to modernize TV viewing. Dish TV is India‘s
first direct to home (DTH) entertainment service. By digitalizing Indian
entertainment, this enterprise brought best television viewing technology to the
living room. It not only transmits high quality programmes through satellite; but
also gives a complete control of selecting channels and paying for them.To
experience the new life breathing in television technology, Dish TV extends
high quality broadcast and thorough entertainment.

Vision of the company: To be the leader in changing the way the world
communicates by providing innovative technology, quality products and
dynamic services.

Mission of the company: To place our satellite dish in every home, school and
business throughout the world.

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1.6 Position /stage of Dish TV in product Life cycle

22
1.7 Type of Product services

A Set-Top Box (STB) is a digital receiver that connects to a television or a

computer. It receives dish tv signals from a mini dish and turns the signals into
content on your screen Every STB is uniquely numbered (a unique serial
number is printed on every STB. No two boxes can have the same serial
number).Additionally, each STB comes with its own remote control, making it
easy to operate.

CUSTOMER PREMISE EQUIPMENT (CPE)

The Equipment or Customer Premise Equipment (CPE) consists of the

following:

 Dish Antenna with LNB

 STB with Remote
 Pre-activated Viewing Card

The Dish Antenna is installed at an appropriate location at the customer's

premise. It is then connected to the STB through a cable. The cable in turn, is
connected to the TV set.The encrypted TV signals are received from the
satellite on the Dish Antenna and transmitted to the STB. The customer is also
provided with a Viewing Card, which is inserted into a slot in the STB. The
Viewing Card decrypts the TV signals chosen & paid for by the customer, for
better clarity of viewing on TV.

PRE-ACTIVATED VIEWING CARD

This card is just like a SIM card of mobile phone. To receive dishtv signals, this
card needs to be activated after installation. Every VC is uniquely numbered.
This number is of 11 digits followed by a hyphen and 1 digit after that. You can
locate this on your VC. For Example: 01500010000-1. No 2 VC‘s can have
same serial number. The viewing card is pre-activated so that you can start
watching the channels as soon as you get your dishtv installed.

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DISH ANTENNA

Dish TV has a small Ku-Band Satellite Dish Antenna (approx. 60 cm diameter).

It has a LNB (low noise block) that amplifies and down converts the signal.
This signal is transmitted to the STB.

DISHTV bring to you yet another first in its bouquet of services - DISHTV on
Computer'.'DISHTV 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! So go ahead, stay updated with the latest
news & views (whether business or political) either at work or at play!

DISHTV ON COMPUTER HAS A DUAL ADVANTAGE

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.

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1.8 Organizational Chart

25
1.9 Promoters

Individual Promoters

Mr. Subhash Chandra: Chairman

Chairman of the Company, has been the recipient of numerous honorary

degrees, industry awards and civic honors, including being named 'Global
Indian Entertainment Personality of the Year' by FICCI for 2004, 'Business
Standard's Businessman of the Year' in 1999, 'Entrepreneur of the Year' by
Ernst & Young in 1999 and 'Enterprise CEO of the Year' by International Brand
Summit. The Confederation of Indian Industry (―CII) chose Mr. Chandra as
the Chairman of the CII Media Committee for two successive years.

Mr. Laxmi Narain Goel

age 54 years, is one of the key architects of the Essel Group of companies. He
started his career in 1969 trading agro commodities and established Rama
Associates Limited along with his brothers. In 1980, he diversified Essel
Group‘s activities into handicraft exports and real estate development business.
He has contributed enormously in the establishment and progress of Essel
Propack Limited. At present, Mr. Goel holds the position of vice chairman of
the Essel Group of companies and is actively involved in the day-to-day
developmental activities of the Essel Group.

Mr. Ashok Goel

46 years, is a commerce graduate. He was instrumental in establishing Essel

Propack Limited as a global player in laminated tubes and making it one of top
companies in laminated tubes business in the world. He is currently the vice
chairman & managing director of Essel Propack Limited. Mr. Goel is also
president of Organisation of Plastic Processors of India and also a member of
the Managing Committee of Paper, Film & Foil Converters‘ Association of
India. In July 2005, The Smart Manager, rated Mr. Ashok Kumar Goel as ―one
of the 25 truly world class managers from India.

26
Mr. Ashok Mathai

started Ambience Advertising Private Limited in 1987. He is now the chairman

of Ambience Publicis, Publicis India and Solutions-Publicis India. He is a
founder-director of Zee Entertainment Enterprises Limited, which was
successfully launched in the year 1992. Mr. Kurien is also the marketing and
strategic advisor to Playwin, India‘s first online lottery business and one of the
founder-partner and Chairman of Hanmer & Partners, Public Relations, which
are among one of the reputed public relations agencies.

Mr. Jawahar Lal Goel

Managing Director, heads the business of Company. He has been one of the
pioneers of the DTH services in India and instrumental in establishing Dish TV
as a recognized brand in India.

Mr. Goel is also the acting president of Indian Broadcasting Foundation which
takes up various issues relating to broadcasting industry at various forums. He is
an active member on the board of various committees and task force set up by
Ministry of Information and Broadcasting, Government of India pertaining to
several matters relating to the industry. He played a vital role in conceptualizing
and establishing Siti Cable Network Limited as a multi system operator for
cable distribution network of various television channels in India in 1994.

27
Promoters who are companies are:

(i) Veena Investment Private Limited,

(ii) Delgrada Limited,
(iii) Afro-Asian Satellite Communications Limited,
(iv) Jayneer Capital Private Limited,
(v) Churu Trading Company Private Limited,
(vi) Ganjam Trading Company Private Limited,
(vii) Premier Finance & Trading Company Private Limited,
(viii) Prajatma Trading Company Private Limited,
(ix) Lazarus Investments Limited,
(x) Briggs Trading Company Private Limited
(xi) Essel Infraprojects Limited and
(xii) Ambience Business Services Private Limited.

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1.10 SWOT ANALYSIS

STRENGTHS

Dish tv was the first entrant in the DTH category and has thus become
synonymous with the satellite TV broadcasting business in India. Leveraging its
lineage with the Zee group, dish tv has built acommendable brand and relevant
product that answers the consumer needs‘ for quality entertainment. Some of
the inherent strengths stem from a strong presence all across the geography of
India, consumer friendly and pocket friendly multi-tiered and customizable
regional packages, abundant transponder capacity to support its widest content
basket, a very strong and diversified content offering addressing consumers
with diverse needs of genres and languages, an extremely cost conscious
structure and a superior technology for the entire gamut of services. The
technological edge and differentiation with respect to other brands stands
exemplified through its unique offerings of mobile dish with presence in
aircrafts(Kingfisher), navywar ships, mobile vans and selected railway saloons.

WEAKNESSES

The subscriber acquisition cost is still very high. However, compared to the
current industry benchmarks, it stands at the lowest by far. The cost towards
acquiring consumers is under constant scrutiny in an endeavor to bring it down.
In a market trend of consumers down sliding on the packaging tiers, due to
more value being packaged at the lowest packs, dish tv has exhibited a growth
in ARPU. However, ARPU continues to be an area of concern with the constant
endeavor to monitor, upgrade and enhance the revenues.

OPPORTUNITIES

India‘s 127 million television owning households, which define the potential
depth for the DTH category, will act as a low hanging fruit for adoption. The
further roll out of CAS by the new Government, into more towns will impact
the growth rate of the DTH category and trigger consumers to make a decision
between digital cable and DTH, thereby aiding faster expansion of the digital
entertainment world.

29
 Enrichment of Value Added Services (VAS) basket with gaming and a host of
active services, some going pay, will continue to be opportunity areas for
revenue enhancement. An eventful sporting calendar with the ensuing
Commonwealth games and a series of Cricketing tournaments will act as a
catalyst for this category too. The recent stabilization and a revived hope for
bouncing back of the economy as early as the second half of this year will
facilitate faster adoption of the category. Emergence and growth of traffic at the
organized retail chains like Big bazaar, Next, The mobile store, Reliance digital
etc. will also add more visibility leading to better acceptance of the product.

THREATS

DTH is currently a six player market. Price cuts and reduced margins, spurred
by severe competition, can pose a threat to revenue enhancement. Improved
quality of services by digital cable and IPTV players are potential threats. Churn
management and retention cost scan negatively impact bottom-lines unless
constant attention and Strategy is deployed to manage and control the
subscribers` base.

30
1.11 Market Position

Market Leader:

Dish TV is India`s first DTH service provider launched in October 2003 is the
market leader with 6.4 million subscribers. Dish TV continues to be a market
leader with 30% market share in 7 player scenario on date, with sizeable sales
and distribution infrastructure of over 650 distributors and 45,000 dealers across
6500 towns – once again, the largest in the category. These reach into far flung
markets enables building of a diverse subscriber base across consumer
segments, which are supported by its rich content of regional channel offerings.

Dishtv has maintained its leadership position through an improved market share
of all DTH subscribers. New offers, extensive marketing campaigns have
contributed to impressive subscriber acquisition and are committed to provide
the best value to our customers and investors by enhancing operational
efficiencies and by leveraging economies of scale.

Market challengers:

The gap between the leader and the challengers is decreasing because of the
increasing competition and promotion strategy followed by each player.

TATA Sky

In the enormous consumer market that is India, occasionally an opportunity

arises that can create incredible growth and profit—provided those who seek to
capture it can move quickly enough. TATA wanted to capitalize on this
opportunity as there was currently only one player in the DTH market. It was
the second Mover after Dish TV leveraging on brand TATA and high brand
recall.

Incorporated in 2004, Tata Sky is a JV between the TATA Group and STAR.
Tata 38 Sky endeavors to offer Indian viewers a world-class television viewing
experience through its satellite television service. The key business challenge in
a country like India is meeting customer demands—which are very dynamic—
under the regulatory purview of the country.

31
Sun DIRECT

Sun Direct is the fastest growing DTH service provider having garnered over
1.9 million subscribers since its launch in December 2007 and aims to become
one of the leading players in the DTH space. Sun Direct challenged the existing
players by involving them in the price war by acting as a discounted brand. It
started offering subscriptions at as low as Rs 99 to reach as much at the bottom
of the market. The biggest differentiator for the brand is the pricing point which
is lesser than the other brands.

The other point of differentiation is with regard to their distribution channels. It

is being made available in most basic shops such as telephone booths, cycle
repair shops and video parlors.

Sun DTH was the first one to move into the MPEG4 league and soon after the
PAN India launch HD services will be launched. Another first from SUN DTH
is the launch of exclusive comedy channels for its subscribers.

Market followers:

Reliance BIG TV/ Airtel Digital/Videocon d2h

The approach being followed is of Market Follower (as they are late entrant and
their primay objective is to attract max subscribers in shortest span of time).

32
1.12 Reviews about various DTH players

Market Share of DTH players in India on 26th May 2010

Market Share in India

Videocon D2h Dish Tv
Sun Direct 2%
25% 30%

Big Tv
13% Tata Sky
22%

Airtel Digital Tv
8%

Sources: - http://www.pluggd.in/dth-industry-in-india-analysis-297/

With 6 operational players, the segment rivalry is quite high. The competition
from state owned DD-Direct to private players is negligible from the content
point of view as the number of channels offered by DD-Direct is very limited.

However, DD-Direct does not charge any monthly subscription fee which poses
a threat to the private players. Between Dish TV and Tata Sky there is an
intense rivalry exhibited by price wars and discount schemes offered to new
connections.

Being the first mover, Dish TV has price advantage in both the STB as well as
procuring the transponders. On the other hand, Tata Sky claims its STB having
superior DVD quality video. There is also a competition at acquiring the
content.

33
Tata Sky, an 80:20 joint venture between Tata Sons and the Star group,
provides satellite television services to Indian viewers. The company was
incorporated in 2004 and offers a range of media and entertainment options to
customers.

Tata Sky's direct-to-home satellite platform delivers more than 100 television
channels, movies and interactive services for games, learning, recipes, news,
chat rooms, etc. It has state-of-the-art digital infrastructure and a retail network
that covers more than 4,500 towns in India.

Based in Mumbai, the company has three call centres (Pune, Chandigarh and
Hyderabad).

Strengths Weaknesses
1. Leveraging on brand TATA and High 1. Second Mover after Dish TV who
brand recall captured Market Share
2. Technological expertise with 2. Cannot match free service like DD
Newscorp‘s DTH arm Sky 3. Currently Does not offer free Set Top
3. Superior Picture quality Box like Dish TV
4. Leads in introducing new packages & 4. Litigation due to issues related to
Services sports channels which it lost
5. Customer service 5. Dependency on broadcaster and had
6. Rural penetration through ITC E- issues with Sun TV
Choupal and Godrej Aadhar
7. Interactive channels and program guides
8. Innovative Product offering Tata Sky
Plus

34
Opportunities Threats
1. Larger disposable incomes with India 1. IPTV provides superior technology if
2. Tapping niche markets with Better implemented
service and Product offering 2. Cable Set top Boxes provide easy
3. Expansion of distribution network switching due to negligible switching
through exclusive stores costs
4. Interactive advertising – Tie up of with 3. Increasing Competition internally
Samsung 4. Dependency on CPE suppliers to
5. Increase in number of TVs sold some extent
6. Increase in the geographical boundaries 5. High dependence for transponders on
with Rural Market untapped ISRO
7. Growing demand for quality of service in 6. Dependency on broadcasters for their
the form of DTH over Cable channel content and thus increase in cost
8. CAS being made Compulsory would 7. Videocon may enter DTH by building
encourage switch. its own set top boxes.
9. Value Added Services are gaining steam. 8. No Exclusivity in Content and Rule of
‗Must Carry‘
9. Cap on Investment (20%)
10. Interoperability Regulations
11. Cap on foreign Investment (49%)

35
Airtel digital tv's standard definition broadcasts are in MPEG-4 with Interactive
Service(itv) and 7-day EPG (electronic programme guide). Interactive
Service(itv) of Airtel digital tv includes a add-on service which allows a user to
shop , book movie tickets etc. A universal remote is included in the package
which can , over IR frequencies control both the Tv and the DTH box. Like
other DTH service providers it also provides a Video on demand interactive
service which includes a catalogue of movies in Hindi, English and other
regional languages which can be ordered on demand.

Airtel digital launched on 8th October, 2008 with a 360 degree mega campaign
"Come Home to the Magic". Since that it has launched 2 other campaigns 'Stars
come home' (March 2009) and 'DTH Picture Clarity' (August 2009) has
increased its channel base to 183+ channels. Airtel digital TV is now amongst
the fastest growing DTH brands in the country and is available across 5000+
towns in India. It has also been ranked as the best DTH service by "Living
Digital" magazine.

Strengths Weaknesses
1. Leveraging on brand Airtel and High 1. Fourth Mover after Dish TV who
brand recall captured Market Share
2. Superior Picture quality 2. Cannot match free service like DD
3. Leads in introducing new packages & 3. Big Players having large market share
Services. 4. Litigation due to issues related to sports
4. Recording System channels which it lost.
5. Customer service
6. Large customer in telecom services.
7. Interactive channels and program guides.

36
Opportunities Threats
1. Larger disposable incomes with India 1. IPTV provides superior technology if
2. Tapping niche markets with Better implemented
service and Product offering 2. Cable Set top Boxes provide easy
3. Expansion of distribution network switching due to negligible switching costs
through exclusive stores 3. Increasing Competition internally
4. Increase in the geographical boundaries 4. Dependency on CPE suppliers to some
with Rural Market untapped extent
5. Growing demand for quality of service in 5. High dependence for transponders on
the form of DTH over Cable ISRO
6. Value Added Services are gaining steam. 6. Dependency on broadcasters for their
channel content and thus increase in cost
7. Videocon may enter DTH by building
its own set top boxes.

37
Reliance BIG TV limited is a part of Reliance Communications Ltd., a
subsidiary of Reliance Anil Dhirubhai Ambani Group[2] founded by the Late
Dhirubhai Ambani, the Indian business tycoon and owned by his son Anil
Ambani. BIG TV started operations from 19 August 2008 with the slogan "TV
ho Toh BIG Ho" ("If you have a TV, make it BIG"). It currently offers close to
240 channels and many interactive ones, 32 cinema halls (i.e Pay Per View
Cinema Channels) as well as many Radio channels. The company plans to
increase the number of channels in the near future to 400 and begin High
Definition (HD) broadcast. It is the first Pan-India DTH provider that uses
MPEG-4 for broadcasting. There are also plans to introduce services like i-
Stock, i-News and other such interactive services in the future.

Reliance BIG TV's retailer network is spread across 100,000 outlets in 6,500
towns in India. This was literally unheard of in the DTH industry. They had
effectively out-stripped the competition here. When it came to pricing –
packaging, their introductory offer stood at Rs. 1,490/- with 3 to 6 months of
free subscription. They also introduced 32 Pay-Per-View Movie Channels, the
highest by any DTH player. Not just that, while other players made subscribers
pay for each movie, Reliance BIG TV introduced the unique concept of
Subscriber-Video-On-Demand (SVOD) under which the subscriber paid a
monthly subscription of Rs. 50/- to get a 24 x 7 access to the 21 PPV channels
showing Hindi and Regional Films. We were also the first to introduce
dedicated PPV channels for Marathi, Gujarati and Bhojpuri films.

38
Sun Direct is a DTH service in India, with its headquarters in Chennai, Tamil
Nadu. Sun Direct is a 80:20 joint venture between the Maran family and the
Astro Group of Malaysia. Sun Direct TV was registered in February 16, 2005.
However, the failed launch of INSAT 4Cresulted in a lack of transponders,
delaying the launch. The service was finally launched on 18th Jan 2008 after
availability of transponders from INSAT 4CR.

Sun Direct offered subscribers a satellite dish and Set-top box for free and basic
monthly plan as low as Rs. 110 (approximately). Because of this it achieved 1
million subscribers in 200 days.

Sun Direct is also the first to provide high-definition television services in India.
It is the first DTH service provider to show IPL in HD format and has tie up
with SET MAX.

Because of the lowest pricing of any DTH in India, Sun Direct spread rapidly
all over the country. In December, Sun Direct was launched in Mumbai and
announced its pan India launch. By 2009 it became the leading DTH provider
with 3 million subscribers.This makes it the second largest DTH service
provider of India. In April 2010, Sun Direct officially launched its HD service
in India.

39
Videocon d2h is a DTH satellite television provider in India based in Mumbai,
using MPEG-4 with DVB S2 digital compression technology. Videocon
Leasing & Industrial Finance Limited was incorporated on 4th September, 1986
as Adhigam Trading Private Limited.In terms of the necessary resolutions
Passed under Sec. 21 of the Companies Act, 1956, the name of the Company
was changed to Videocon Leasing & Industrial Finance Limited on 14th
February, 1991.The Company received a fresh certificate of incorporation from
the Registrar of Companies, Gujarat at Ahmedabad on 14thFebruary, 1991.

Videocon d2h launched May 1, 2009. it came with a very good strategy for
selling both of its electronic products like TV`s DVD`s along with the new set
top box. This is offering direct to TV without any set top box also. Only the
antenna is enough, it also came with DVD which is connected directly to the
TV or antenna is connected to DVD which gives a best quality of out put.

40
1.13 DTH Market Structure

MARKETING STRATEGIES

Though there has been a paradigm shift in the perception and awareness of the
DTH industry in the last two years, the challenge is to maintain, grow and create
a dynamic atmosphere for greater customer satisfaction and adoption of this
category. The theme for the current year will be more value for money to the
customers, enhanced value for the stakeholders of the Company, achieving
EBITA breakeven and consolidating the number one status in the category - in
terms of revenue, number of subscribers and quality of service.

The DTH market structure can be classified into three categories; Market
leaders, Market challengers and Market followers. There is intense competition
as some of the leading players have not only succumbed in the sales for
acquiring new customers but has started losing existing ones to Tata Sky, Big
TV and other new entrants.

41
 LITERATURE
OVERVIEW

2.1 Background of the company

42
DISH TV INDIA LIMITED

The Company was originally incorporated as Navpad Texturisers Private

Limited on August 10, 1988 under the Companies Act, 1956, as amended. The
name of the Company was changed to ASC Enterprises Private Limited and a
fresh certificate of incorporation reflecting the change in name was issued on
September 29, 1995 by the Registrar of Companies, Maharashtra, Bombay. The
Company was converted to a public company and a fresh certificate of
incorporation was issued by the Registrar of Companies, Maharashtra, Bombay
on December 13, 1995. The name of the Company was then changed to Dish
TV India Limited and a fresh certificate of incorporation was issued by the
Registrar of Companies, National Capital Territory of Delhi and Haryana, New
Delhi on March 7, 2007. The registered office of the Company was shifted from
135, Dr. Annie Baesant Road, Worli, Mumbai 400 018, India to B-10, Essel
House, Lawrence Road, Industrial Area, Delhi 100 035, India on October 4,
1999. Zee Entertainment Enterprises Limited (formerly known as Zee Telefilms
Limited‘) had transferred their direct consumer services business undertaking to
the Company and further Siti Cable Network Limited (―Siti Cable) and New
Era Entertainment Network Limited (―NEENL) was merged with the
Company, as approved by the order of the High Court of Judicature at Delhi by
its order dated December 18, 2006 and High Court of Judicature at Bombay by
its order dated January 12, 2007 (“Scheme of Arrangment”), pursuant to
which, the Equity Shares of the Company were listed on BSE and NSE on April
12, 2007 and thereafter they were listed on CSE on June 4, 2007.

2.2 Government Policies

43
TRAI Rules

The Direct to Home Broadcasting Services (Standards of Quality of Service and

Redressal of Grievances) Regulations, 2007, were issued on 31st August, 2007.
These regulations were issued to lay down the standards of quality of direct to
home services and to protect the interests of direct to home subscribers. At the
time of issue of these regulations, only two direct to home operators apart from
Doordarshan were providing direct to home services in the country. Since then,
three new direct to home operators have started commercial operations. With
the evolution of the direct to home segment and the increase in the number of
direct to home subscribers, new issues relating to quality of direct to home
service have arisen. In order to address these issues the Authority has decided to
amend the Direct to Home Broadcasting Services (Standards of Quality of
Service and Redressal of Grievances) Regulations, 2007.

Rationale for making amendment to the Direct to Home Broadcasting

Services (Standards of Quality of Service and Redressal of Grievances)
Regulations, 2007:

The Authority noted that a large number of complaints have been received from
the Direct to Home subscribers regarding dropping of channels from
subscription packages offered by DTH operators. In case of subscription to
DTH services, a subscriber subscribes to the service on the basis of specific
channels included in the subscription package. If any channel is taken out of a
subscription package and it is replaced by another channel then the DTH
subscriber may be getting the same number of channels as earlier, but will be
deprived of viewing the particular channel which has been removed. In case the
channel which is removed is offered to the subscriber as an add-on package then
the subscriber ends up paying more for viewing that channel which was earlier
included in his subscription package. This subverts the tariff protection
provided to DTH subscribers by Regulation 9 of the Direct to Home
Broadcasting Services (Standards of Quality of Service and Redressal of
Grievances) Regulations, 2007. This calls for DTH subscribers to know about
the following new rules.

1. No visiting or repair and maintenance charges of DTH equipment during

warranty period.

44
 TRAI: The DTH operators have been prohibited from charging any fee
towards visiting charges or repair and maintenance charges of DTH
Consumer Premises Equipment during the period of warranty for such
DTH Consumer Premises Equipment acquired on outright purchase basis.

2. The DTH operators cannot alter the subscription package during the first
6 months, or till validity expiry, of a subscriber's enrollment.

TRAI: The DTH operators have been prohibited from changing the
composition of their subscription packages during first six months of
enrolment to the subscription package or during the period of validity of a
prepaid subscription package, whichever is longer.

3. In case a channel is removed from a subscription package in the first 6

months of enrollment, the DTH operator must reduce the price
proportionately, or replace the removed channel with one of the same
genre and language.

TRAI: The DTH operators have been mandated to proportionately

reduce the subscription charges for a package from which any channel is
removed for first six months of enrolment or during the period of validity
of a prepaid subscription package, whichever is longer or to replace the
channel with a channel of same genre and language.

4. The option of choosing the package with reduced charges or the package
with replaced channel has been given to the subscriber.

5. In case a removed channel needs to be replaced, the replacement option

will be in the hands of the DTH operator.

TRAI: Option to select the channel of the same genre and language in a
subscription package to replace a channel which has become unavailable
on the DTH platform, has been given to the DTH operator.

6. Your DTH operator needs to give a prior notice of fifteen days to you
before changing the composition of any subscription package.

45
7. Subscribers are allowed to request their DTH operator to suspend their
services for up to 3 months. However, this suspension period should not
comprise the same calendar month.

TRAI: DTH operators have been mandated to entertain requests of DTH

subscribers for suspension of services if requested period of suspension
does not exceed three calendar months and does not comprise part of a
calendar month.

The above rules are compulsory for DTH operators to adhere to.

46
 RESEARCH
METHODOLOGY

3.1 Objectives of the Project

47
  To check the availability of DISH TV in the market of Bathinda and
Mansa districts.

 To check the visibility of DISH TV in Bathinda and Mansa districts.

 To understand the offer awareness and acceptability among the dealers of

the areas of Bathinda and Mansa.

 To access the shortcomings of DISH TV in the areas of Bathinda and

Mansa.

 To access the scope for High Definition Set Top Box in the area.

3.2 RESEARCH METHODOLOGY/ DESIGN

48
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

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.

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.

RESEARCH METHODOLOGY

49
The respondents are consumers of various DTH. The survey was carried in the
districts Bathinda and Mansa with the sample size of 100. 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.

Sources of data:
Primary data:-

Questionnaire has been used to collect the data. It contains the open ended,
closed ended and scaling techniques.

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 Dealers have been surveyed.

Sampling technique: Convenience area sampling has been used in the

research.

Area of survey: BATHINDA and MANSA.

3.3 SAMPLING DESIGN

50
Bathinda and Mansa has a very large amount of population for carrying research
study on any subject. It was thought proper to cover all type of outlet like
consumer durable and recharge outlet.

The sampling chosen is the non probability convenience sampling, because only
those dealer were interviewed that were accessible and available.

Sample Size Selection: No statistical technique was applied to determine the

sample size. For this survey the sample size selected is 100.

3.4 LIMITATIONS OF THE STUDY

51
  The sampling plan was based on non-probability method and no
scientific methods were adopted.

 The study concerns itself with consumer trading behavior, which is a

complex activity. This is a psychological process and is so spontaneous
sometimes, that trader does not recognize it and remains unaware, and
when trader is asked to give his views on such buying, it cannot be 100%
reliable.

 The sample size is not sufficient to represent the whole population.

 Due to time constraint the survey has been done on the basis of
convenience.

3.5 MARKET VISIT

Date of Visit: 25th June 2010 to 17th July 2010.
52
Areas covered: Districts of BATHINDA and MANSA.

Objective: To know the visibility of DISH TV in DTH market of Bathinda and

Mansa Districts.

Methodology used: Interviewed Dealers.

3.6 ANALYSIS & INTERPRETATION

(Based on Survey Conducted for 100 Dealers)

53
Q. Whether selling DTH?

DTH Availability

92 90 89
80

55
40

DISH TV TATA SKY AIRTEL BIG TV SIUN DIRECT VIDEOCON

Interpretation: 92% of dealers in Bathinda and Mansa have the product(DTH)

available whenever required by the customer.

Observation: Dish TV has a very strong presence in Bathinda and Mansa. The
closest competitors are TATA SKY and AIRTEL.

DISH TV can concentrate more in the area in order to attain 100% availability.

Q. Is GSB (Glow Sign Board) of any DTH company installed?

54
 Availability of GSB

DISH TV; 40

VIDEOCON; 15
BIG TV; 21 SUN DIRECT; 8

TATA SKY; 34
AIRTEL; 36

Interpretation: Above Pie chart reveals that DISH TV is at top in terms of

presence of GSBs with a strong competition with TATA SKY and AIRTEL.

Observation: It is observed that still the no. of GSBs is less, moreover the
available GSBs are old and not functioning properly.

Also most of the installed GSBs have old logo of the company.

DISH TV should pay attention on installing more GSBs with new logo of the
company in the area to increase the visibility of the company in the area.

Q. Is any Flange of recharge available installed?

55
 Flange of Recharge Available

44
37 35

22
15
8

DISH TV TATA SKY AIRTEL BIG TV SUN DIRECT VIDEOCON

Interpretation: Above Bar Graph shows that DISH TV also leads in the
installation of the flange of recharge available.

Observation: It is observed that the no. of flanges can still be increased in the
area to increase the visibility of the company in the area.

Also the Flanges that are installed in the market bear the old logo of the
company.

Also the installed flanges are not properly visible or are hidden.

Q. POS (Point Of Sale) material of which company is present?

56
 POS Material Availability

DISH TV ; 82
SUN DIRECT; 52
VIDEOCON; 44

AIRTEL ; 86 TATA SKY; 80

BIG TV; 54

Interpretation: Above Pie Chart reveals that AIRTEL tops in the field of POS
material availability and has close competition with DISH TV and TATA SKY.

Observation: As per survey it is found that the pamphlets, danglers, standees,

leaflets etc. of DISH TV are less available in the market. This reduces the
visibility of the brand in comparison to other brands like AIRTEL.

It is also observed that pamphlets are not frequently distributed in these areas as
a result of which new offers are not easily visible to the customers.

Q. Is any DTH demo installed?

57
 DTH Demo Installed
VIDEOCON; 36

SUN DIRECT; 42
DISH TV; 90

BIG TV; 60

TATA SKY; 88

AIRTEL; 85

Interpretation: Above Pie Chart shows that DISH TV leads in terms of demos
installed having a stiff competition with TATA SKY and AIRTEL.

Observation: It is observed that even though DISH TV has maximum no. of

demos installed but many of them are not functioning or are not put on proper
display.

It is also observed that many of the demo connections have been terminated and
the dealers are not properly aware about the conditions required to be fulfilled
to keep the demo functional.

Q. Recharge vouchers of which company are available?

58
 Recharge Voucher Availability

VIDEOCON; 30
DISH TV; 92
SUN DIRECT; 45

BIG TV; 65

TATA SKY; 80

AIRTEL; 78

Interpretation: Above doughnut reveals that recharge vouchers of DISH TV

are available with 100% of the dealers who deal in DISH TV, whereas the % of
dealers selling recharge vouchers of other companies is less in comparison to
DISH TV.

Observation: It is observed that most of the recharge vouchers available with

the dealers are of low denomination, high denomination vouchers are not easily
available in the market.

Q. Mobile Recharge or EPRS (Electronic Prepaid Recharge System) of

which company is available?

59
 EPRS Availability
VIDEOCON; 30
DISH TV; 65
SUN DIRECT; 40

BIG TV; 60
TATA SKY; 90

AIRTEL; 90

Interpretation: It is clear from the above Pie Chart that TATA SKY and
AIRTEL both leads the market in availability of EPRS.

Observation: It is observed that in case of DISH TV, dealers prefer recharge

vouchers or other recharge options like oxygen etc. as compared to EPRS.

There are many problems in using EPRS of DISH TV, on the other hand TATA
SKY and AIRTEL are using EPRS successfully.

Q. Company with maximum sales per month?

60
 Maximum Sales
AIRTEL
32% DISH TV
35%

TATA SKY
33%

Interpretation: It is evident that 35% dealers admit that they sell DISH TV
maximum in comparison to other brands and DISH TV faces strong competition
from TATA SKY and AIRTEL.

Observation: It is observed that only the three big brands of DTH industry i.e
DISH TV, TATA SKY and AIRTEL are sold mostly in the area.

DISH TV has maximum sales because of the offers that the company provides
to its customers from time to time.

DISH TV also gets the benefit of being the oldest brand in DTH market.

Q. Brand Recommendation?

61
 Brand Recommendation
DISH TV
23%

SUN DIRECT VIDEOCON

2% 1%
AIRTEL BIG TV
36% 3%

TATA SKY
35%

Interpretation: Dealers of the area recommend AIRTEL the most in

comparison to all other brands of DTH industry. DISH TV is recommended by
only a fewer dealers.

Observation: It is observed that the dealers do not recommend DISH TV to

customers mainly because of its poor customer support and after sales services
in the area.

Also the installation and activation in other DTH brands is much more faster
than that of DISH TV.

Also the problems faced by the dealers in the EPRS of the company forces them
to recommend other brands than DISH TV.

Q. What is the competition doing better than us?

62
 Competitors Do Better Than Us

OTHERS
SUPPORT 2%
25%
INSTALLATION
35%

CUSTOMER CARE
38%

Observation- when we are talking about other DTH player that what they are
doing which is better than Dish TV, maximum number of dealer express their
views and said that Tata Sky and Airtel provide one call customer service,
which mean that they never call again to customer care for same problem.
Problems are solved during the committed time.

Installation: - 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. The company hasn`t been able to keep up the
promises made to the customers like installation and activation commitments
are often not met.

Support:- It is being found that other DTH players are very strong in
relationship building with the dealers because there are certain examples to
prove this like if dealer has committed any mistake than customer care and
company executive won`t take much time to solve the same or take the request
of the dealer on the priority basis.

Q. What do you like about Dish TV as compared to other DTH BRAND?

63
 Likings in DISH TV
NO COMMENT OFFER
26% 35%

EVERYTHING OK
9%

PRICE
30%

Interpretation: The above Pie Chart notifies the factors that make Dish TV
better than its competitors as per dealers in the area covered. It shows various
factors, like the offers made by Dish TV, the price it offers to its customers, or
some dealers would like to rate Dish TV above than the other brands in all
factors. There are some dealers who are indifferent among various DTH brands,
so they come under No Comment category.

Observation: 35% dealers in the area communicate that the offers made by
DISH TV are much better than other DTH brands. The pricing strategy of DISH
TV is rated better by 30% dealers, these dealers are of view that the prices of
DISH TV are more compatible as compared to other DTH brands. Few dealers
are of view that DISH TV is better than all brands in all aspects however the
percentage of such dealers is as low as 9%. About 26% of the dealers either
avoid to make any comment on this question, or are indifferent to all DTH
brands.

NOTE: The dealers who rate DISH TV better in terms of the offers made by
the company also comment that sometimes the offers change so frequently that
it is difficult for them to track all of them. They also state that it is difficult for
them to understand new offers and make customer aware and understand about
these offers.

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Q. Is there any demand for HD (High Definition) STB (Set Top Box)?

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 Demand for HD STB

YES
14%

NO
86%

Interpretation: Above doughnut reveals that 86% of dealers responded

negatively for the demand of HD STB, only 14% dealers admit that they have
demand for HD STB.

Observation: It is observed that the main reason for such a low demand of HD
STB is that the customers as well as the dealers are not aware of the concept of
HD STB.

Due to unawareness even the dealers selling LCDs and LEDs don’t show any
demand for HD STB.

High cost of HD STB puts an adverse effect on its demand.

3.7 Findings On survey

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1) Maximum Dealers keep Dish TV 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. This
doesn‘t seem to be the case with other DTH providers.
4) In terms of visibility Dish TV leads all other brands in the area with
maximum no. of GSBs and Flanges installed but there is a lot to do for the
company in case of POS materials.
5) Availability of vouchers lie between price range from Rs 100 to 500.
6) EPRS system seems to be the most troublesome recharge option for Dish TV.
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.
8) Customer care service is considered to be very poor as dealers often
complain of problems in recharge process managed by Dish TV.
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) Connect between the Call Center and the Service center is not good.
12) Customer Care is not reachable on Toll-Free easily, waiting time is high on
toll-free numbers.

13) Dish TV changes the price plans and offers more frequently as compared to
other DTH providers. This along with improper communication 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 as they provide better
value added services like after sale service, recharge facilities and customer
care.

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15) Most dealers surveyed have complained that the Distributor/Sales people do
not visit much and they are not receiving sufficient support.

16) Other DTH brand provides best support facility, quick recharge and
installation facility, which provides them with the competitive advantage..

17) Good thing which i found in Dish TV according to dealer feedback is offer,
dealers and customer like their but same time they shows unsatisfaction with
frequent changes in offer.

18) There is a very low demand for HD STB in the area and the company can
do a lot to pump up the demand for the same.

19) Specific Comments By dealers:-

a) Due to the bad EPRS system of Dish TV, they are not able to recharge higher
amount and as they face such problems frequently, they try to recommend other
DTH brands to their customers.

b) The dealers mostly prefer to sell Tata Sky and Airtel because their
installation system is very fast. Also if dealers are committed to their customers
regarding any specific time limit, the other DTH brands never let them feel
down, which helps the dealers to keep good relation with their customers.

c) The dealers generally sell recharge vouchers of Tata sky worth Rs 1lac per
month, but in case of Dish TV they only sell vouchers worth Rs 5-10k. The
main reason behind it is lack of availability and also poor EPRS system. It took
long time to recharge. So dealers push its customer towards Tata sky and Airtel.

d) There has been problem on the behalf of the distributors front, distributor
have been setting there own price and negotiating according, this has been
matter of loss for the dealers in most the case the profit got is not up to the
mark.

3.8 Recommendations

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 1) Visibility: The Company should increase the no. of GSBs and Flanges to
increase the visibility of the brand in the market.

2) POS Material: Company should pay more attention towards the POS
Material of the brand to increase the brand image and visibility.

3) Demo: There should be proper follow up of the demos allotted to the

dealers so that these would be functional constantly.

4) Recharge Vouchers: The dealers should be encouraged to have stock of

high denomination recharge vouchers i.e. above Rs.500.

5) EPRS: The Company should pay attention towards the problems that are
being faced by the dealers in EPRS so as to retain the valuable customers
of the company. It should be upgraded consistently.

6) Competition: The company should focus on installation, customer care,

value added services etc. else it can lack far behind than its competition in
the market.

7) Offer and Price: The practice of frequent price and offer change prove
no good for the company as it is in a way frustrates the customers with
changes in offers without any notice. So DISH TV needs to watch out for
this and pre inform the customers for any change in the offers and
changes well in advance. This will help increase the brand loyalty and
preference.

8) Awareness: The Company should make the customers as well as the

dealers about new products like HD STB so that proper demand of the
product can be generated in the market.

4. Bibliography
 www.dishtv.in
 www.tatasky.com

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 www.airtel.in/digitaltv
 www.sundirect.in
 www.d2h.com
 www.bigtv.co.in
 www.sebi.govt.in

5. ANNEXURE

RETAIL AUDIT FORM

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Retailer`s Name:

Address and Contact No.:

1. Whether selling DTH?

a)Yes b) No

2. If yes then, whether selling Dish TV?

a)Yes b) No

Other brands that are being sold

......................................................................................................................

3. If not selling Dish TV, then why?

…..
…………………………………………………………………………

4. Is GSB of any DTH company installed?

a)Yes b) No

5. If yes, then of which company:

a) Dish TV b) Tata Sky c) Airtel d) Big TV e) Sun f) Videocon

Which company`s non lit boards are installed?

.................................................................................................................

6. Is any Flange of recharge availability installed?

a) Yes b) No

7. If yes, then of which company:

a) Dish TV b) Tata Sky c) Airtel d) Big TV e) Sun f) Videocon

8. POS material of which company is present?

71
 a) Dish TV b) Tata Sky c) Airtel d) Big TV e) Sun f) Videocon

9. Best one on the basis of POS material?

a) Dish TV b) Tata Sky c) Airtel d) Big TV e) Sun f) Videocon

10. Is any DTH demo Installed?

a) Yes b) No

11. If yes, then of which company:

a) Dish TV b) Tata Sky c) Airtel d) Big TV e) Sun f) Videocon

12. Recharge of which company are available?

a) Dish TV b) Tata Sky c) Airtel d) Big TV e) Sun f) Videocon

13. Mobile RCV of which company available?

a) Dish TV b) Tata Sky c) Airtel d) Big TV e) Sun f) Videocon

14. Company with max. sales per month?

a)…………………..

b)…………………..

c)…………………..

d)…………………..

e)…………………..

f)…………………...

15. Brand Recommendation?

a)……………………

b)……………………

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 c)……………………

d)……………………

e)……………………

f)…………………….

16. What is the competition is doing better than us?

a) …………………..

b)………………......

c)……………………

d)…………………….

17. What do you like about Dish TV as compared to other DTH BRAND?

a) Offer

b) Price

c) Everything OK

d) No Comment

Scope for High Definition Set Top Box

18. Whether deals in LCDs?

a) Yes b) No

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19. Is there any demand for HD STB?

a) Yes b) No

20. If deals in LCDs but there is no demand for HD STB, then why?

……………………………………………………………………………

21. Any Suggestions\complaints for Dish TV?

......................................................................................................................

74