Dishtv: Prachi. Ja Skaran, P Ankit, Ka Ushal, Guneet

Di shT V ank i t, K au s ha l ,
skaran, P
rac h i . J a
m i ne , P
Jas u n e e t
& G
Shivam
Dishtv
Dishtv 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 Dishtv to modernize TV viewing
Dishtv is India’s first direct to home (DTH) entertainment service
It transmits high quality programmes through satellite and also gives a

complete control of selecting channels and paying for them
Goal Setting
Cost Leadership.
Creation of POD.
Tap Rural Markets to broaden spectrum.
Be the Market Leader.

Planning
Marginal Cost incurred on improving the quality will prove to be
beneficial
Turnaround strategy to improve the perceived quality of Dishtv.
Customer retention
Price offs for competitors clients.

Core Competencies
Digital Picture Quality: The exceptional digital and direct-to-home
transmission ensures you watch all your favourite programmes in true
DVD quality.
Stereophonic Sound: The Direct-to-Home satellite transmission treats

your ears to a true theatre experience by providing awesome
stereophonic sound.
Geographic Mobility: No matter which part of the country you are in or

moving to, dishtv with its all India coverage ensures direct signals
wherever you are.
Core Competencies
Uninterrupted Viewing: With dishtv at your home, as long as your
equipment is connected to a power source you can enjoy
uninterrupted transmission of your favorite programmes.
Capacity up to 400 Channels : dishtv can offer you up to 400
entertaining channels. And that's not all, every month more channels
will be added to provide complete entertainment to your family.
Dyna Boost : It is equipped with Automatic Level Control (ALC)
feature that enables the satellite to maintain constant satellite EIRP
even in case of uplink signal degradation due to weather conditions
such as rain, fog or clouds.
CSR
CSR
The CSR activities of all Essel Group companies shall focus on the
following three areas:
Education
Spiritual uplift
National calamities
Education: The Essel Group actively supports the Ekal Vidyalaya
Foundation of India (EVFI), a charitable organisation which is headed by
Mr. Subhash Goenka.. All Group companies desiring to contribute to the
cause of education shall henceforth direct their resources to EVFI.
CSR
• Spiritual Uplift: The Essel Group is a strong supporter of
the Global Vipassana Foundation.
• Vipassana, a 2,500 year old technique of meditation, which
alleviates suffering and opens the path of joy, is the answer to
all ills afflicting us in our daily lives
National Calamities: In times of natural calamities like
floods and earthquake, all donations shall be channelized
to an agency or government body indentified by the Essel
Group.
Porter’s Analysis
Porter’s Analysis
Bargaining Power of Supplier - High
DTH relies on three major suppliers:
1. Customer Premise Equipment – Satellite dish
2. Set top box with Access card
3.Ku Band Transponder and content
There are few suppliers of the hardware equipment and no regulations in

channel pricing, DTH operators are at mercy of Broadcasters and Suppliers.
Porter’s Analysis
Bargaining Power of Buyer-High
The Market of DTH players is mostly homogeneous.
Enough options to choose from alternate mediums like

Cable, IPTV and Terrestrial broadcast
Increasing no. of DTH operators

Porter’s Analysis
Threat of Substitutes- Medium
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.
Porter’s Analysis
Threat of New Entrants- Low
With already 7 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.
Porter’s Analysis
Competitive Rivalry- High
With 7 players established in the market inter firm rivalry is

intense.
DD offers free service but has a very small bouquet of channels.
Dish TV got first movers advantage and has a highest market

share in the market. The new players have very big brand names
and have started with Extensive publicity. There is also
competition with respect to acquiring content.
Strengths
Dishtv has the first mover advantage being the first DTH
provider in India
High Brand Recall - Dish Karo Wish Karo
Maximum number of channels
Maximum Rural penetration (approx 60%)
Great distribution network with 540 Dish Exclusive stores

Weaknesses
Poor after sales service and support
Poor signal strength
Dishtv is not very strong technologically, they do not have the

recording feature.
Large communication gap between the distributers and the

dealers. Dealers are not satisfied with the distributers.
Opportunities
Tapping niche markets with new offerings, such as HD
services
Tie up with tv set manufacturers like Samsung, Sony, etc
Rapidly expanding TV market
Untapped rural markets
Growing demand for DTH over Cable

Threats
IPTV provides superior technology
Cable Set top boxes provide easy switching due to negligible

switching costs
Increasing Competition in the DTH industry
Heavy dependence on broadcasters for their channel content

Leadership & its effect on the
organization
Chairman – Shubhash Chandra
From Rice trader to media baron, and also packaging , theme
parks, lotteries and cinema multiplexes
S.W.O.T.
Strengths – Vision, First to spot trends, diverse portfolio
Weakness – Adaptation
Opportunities – Widening markets, new unmet demands,

strong links with developers
Threats – Very strong competition with advanced

technology
HR initiatives
Progressive Organization
Attraction , Preservation and Development of its staff is the key to their success.
Employment engagement initiatives
Open houses & Fun events
Employee community building and recognition activities
Process outsourced to the Hay Group
Create clarity of structures, job roles and contributions
Effective implementation,
Recommendations
Upgrade equipment - MPEG 4 format should be made
available
Introduce Hi-Def Tv – Limited but profitable market
Aggressive marketing for Tv on the Go
Expand into Cell phone connectivity

Recommendations
Improve after sales service and customer care centers.
Internet connectivity and Internet Telephony
Expand into Consumer Electronics ie Tv n Dvd’s

a n k y o u
Th

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Di shT V ank i t, K au s ha l ,

Zee Network incorporated Dishtv to modernize TV viewing

Dishtv is India’s first direct to home (DTH) entertainment service

It transmits high quality programmes through satellite and also gives a

Tap Rural Markets to broaden spectrum.

Be the Market Leader.

Turnaround strategy to improve the perceived quality of Dishtv.

Price offs for competitors clients.

Stereophonic Sound: The Direct-to-Home satellite transmission treats

Geographic Mobility: No matter which part of the country you are in or

DTH relies on three major suppliers:

1. Customer Premise Equipment – Satellite dish

2. Set top box with Access card

3.Ku Band Transponder and content

There are few suppliers of the hardware equipment and no regulations in

The Market of DTH players is mostly homogeneous.

Enough options to choose from alternate mediums like

Increasing no. of DTH operators

DTH faces stiff competition from the terrestrial, cable and

As per the industry estimates, there are 130 million TV

With already 7 players in the DTH space, threat of new

With 7 players established in the market inter firm rivalry is

DD offers free service but has a very small bouquet of channels.

Dish TV got first movers advantage and has a highest market

High Brand Recall - Dish Karo Wish Karo

Maximum number of channels

Maximum Rural penetration (approx 60%)

Great distribution network with 540 Dish Exclusive stores

Poor signal strength

Dishtv is not very strong technologically, they do not have the

Large communication gap between the distributers and the

Tie up with tv set manufacturers like Samsung, Sony, etc

Rapidly expanding TV market

Untapped rural markets

Growing demand for DTH over Cable

Cable Set top boxes provide easy switching due to negligible

Increasing Competition in the DTH industry

Heavy dependence on broadcasters for their channel content

Opportunities – Widening markets, new unmet demands,

Threats – Very strong competition with advanced

Introduce Hi-Def Tv – Limited but profitable market

Aggressive marketing for Tv on the Go

Expand into Cell phone connectivity

Internet connectivity and Internet Telephony

Expand into Consumer Electronics ie Tv n Dvd’s

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