tata sky vs dish tv report

TABLE OF CONTENT

Content Page No.

Introduction of the topic 1

Company Profile 7

Objectives of the dissertation report 56

Literature Review 58

Research Methodology 67

Data Analysis/ Interpretation 71

Findings of the study/ Conclusion 82

Suggestions/ limitations 85

References/ Bibliography 90

Annexure- Questionnaire 91

CMCA, Teerthanker Mahaveer University, Moradabad

INTRODUCTIONCMCA, Teerthanker Mahaveer University, Moradabad

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.


• 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.


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.


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.


Company Profile


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 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, 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.


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 lousy video compression and lousy 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

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 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)


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.


Child pack

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!


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!

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

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.

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.

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 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

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 it’s positioning

9. Emotional Appeal

The film opens with Shahrukh Khan saying, “Pehli baar, aasmaan mein Live Dish TV

car mein Live Dish TV


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


Discount Schemes for quarterly/ half yearly/ yearly plans

Recharge Card from “Itz” Promotion campaign


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.


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.


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+

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.


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

Home Digital 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 lousy video compression and lousy 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

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 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.


TATA SKY’S

MARKET SHARE



Place State Share (%)Maharashtra 12.1Gujrat 10.5Karnataka 7.2Uttar Pradesh 6.9Tamil Nadu 6.6Punjab 6.4Orissa 5.3West Bengal 4.7Kerala 4.6Andhra Pradesh 4.6Rajasthan 4.5Assam 4.0Madhya Pradesh 3.8Others 18.8Total 100Clearly, there is a lot of scope of increase in the

number of customers across all the states. Looking at the current distribution system that Tata Sky has adopted:

Market Strategy (Place)

DISTRIBUTION CHANNEL BY

TATA SKY

First DTH Company having ISO 27001:2005 accreditation

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)

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

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

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.

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

Active 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

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

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 SKYTata 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.


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


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


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.”


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?


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.


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.


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.


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, 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.


TATA SKY PROMOTIONAL CAMPAIGNS

Brand Ambassador promoting Tata Sky+


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


Roadside promotional campaigns from Tata Sky

Picture above is among the most recent campaigns from Tata Sky


Advertisement for choice of packages

Installation service from Tata Sky


Promotional Banners from Tata Sky

Tata Sky’s sentimental promotional campaign


Actve Games from Tata Sky, an interactive channel for kids

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


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

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.

They should introduce new services like internet which will make them

unique in their category.

They should find new ways to advertise their product.


Objectives


Objectives of the Dissertation report

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

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.


Literature review


Literature Review

A literature review is a select analysis of existing research which is relevant to

your topic, showing how it relates to your investigation. It explains and justifies

how your investigation may help answer some of the questions or gaps in this

area of research.

A literature review is not a straightforward summary of everything you have

read on the topic and it is not a chronological description of what was

discovered in your field.

A longer literature review may have headings to help group the relevant research

into themes or topics. This gives a focus to your analysis, as you can group

similar studies together and compare and contrast their approaches, any

weaknesses or strengths in their methods, and their findings.

This feasibility study commissioned by the National Institute for Advanced

Industrial Science and Technology in Japan (AIST) and supported by the

Sustainable Consumption Unit (UNEP) provided an overview of approaches

used in different disciplines for evaluating CUSTOMER behaviour while buying

laptops.


The study analyzed the applicability of existing

research concepts, theories, and tools

for evaluating CUSTOMER satisfaction with product-service systems (PSS) for

laptops. It included a discussion over their strengths/weaknesses. This paper

presents a short overview of the study.

It has been recognised that eco-efficiency improvements at production and

product design level can be significantly reduced or totally negated by rebound

effect from increased consumption levels. In line with this problem factor 10 to

20 material and energy efficiency improvements have been suggested (Factor 10

Club1994; Schmidt-Bleek 1996; Bolund, Johansson et al. 1998; Ryan 1998).

The improvements, however, if not carefully done, may still lead to rebound

effects through changes in resource prices.

As a potential solution to the factor 10/20 vision system level improvements

have to be made, contrary redesigning individual products or processes

(Weterings and Opschoor 1992; Vergragt and Jansen 1993; von Weizsäcker,

Lovins et al. 1997; Ryan 1998; Manzini 1999; Brezet, Bijma et al. 2001;

Ehrenfeld and Brezet 2001).

The concept has been suggested as a way to contribute to this system level

improvement (Goedkoop, van Halen et al. 1999; Mont 2000).


Here the environmental impacts of products and

associated services should be addressed already at the product and service

design stage. Special focus should be given on the use phase by providing

alternative system solutions to owning products.

A number of examples in B2B area exist that confirm the potential of PSS for

reducing life cycle environmental impact. It is, however, increasingly evident

that business examples are difficult to directly apply to the private CUSTOMER

market.

Private CUSTOMERs, contrary to businesses, prefer product ownership to

service substitutes (Schrader 1996; Littig 1998). Even if accepted, the

environmental impacts of “services products” offers depend to a large extent on

CUSTOMER behaviour.

To address this problem, either behavioural or service system design changes are

needed. Changing human behaviour and existing lifestyles contributes to the

vision of sustainable development, but at the same it is extremely difficult and

time-consuming process.

A considerable body of literature in a range of different disciplines exists on

consumption, CUSTOMER behaviour, and CUSTOMER decision-making

process.


Research in economics, business, marketing,

psychology and sociology domains studies CUSTOMER behaviour from

different theoretical premises: “for economists, consumption is used to

produce utility; for sociologists, it is a means of stratification; for

anthropologists - a matter of ritual and symbol; for psychologists - the means to

satisfy or express physiological and emotional needs; and for business, it is a

way of making money”(Fine 1997).

For more than a decade now, a range of studies that address environmentally

sound CUSTOMER behaviour, e.g. car use, waste sorting, minimisation and

recycling practices have been conducted. However, few studies evaluated

CUSTOMER acceptance of the PSS concept - a consumption based on non-

ownership of physical products, see, for example, studies on car sharing

schemes (Schrader 1999; Meijkamp 2000), ski rental and washing services

(Hirschl, Konrad et al. 2001).

One reason explaining the lack of studies in the area could be that, there are still

not many PSS schemes in place to serve as test grounds. Another reason could

be uniformity of research focus. Most of CUSTOMER research focused on

adopter categories, habits, attitudes and intentions, rather than on actually

measuring the satisfaction level with the service. The reason is probably that

PSS ideas have been promoted by researchers from the environmental

management, marketing, design and engineering fields, and to a lesser extent by


sociologists, who hold the banner of research in

customer satisfaction.

CUSTOMER SATISFACTION

It is no longer enough to satisfy customers. You must delight them. Satisfaction

is a person feeling of pleasure or disappointment resulting from comparing the

products received performance is or (out come) in relation to his or her

expectations.

As this definition makes clear satisfaction is a function of received performance

and expectations. With the performance falls sharp expectations, the customer is

dissatisfied. If the performance exceeds expectations, the customer is highly

satisfied or delighted. Mini companies are aiming for high satisfactions because

customers who are just satisfied still find it easy to switch when a better offer

comes along.

Those who are highly satisfied are much less ready to switch. High satisfactions

or delights create an emotional brand with the brand. Not just rational

performance the result is high customer loyalty Xeroxes senior managers

believes that a very satisfied or delighted customer is worth tenth times as much

to the company as a satisfied customer. A very satisfied customer is likely to


stay with Xerox many more years and buy more

than a satisfied customer.

A customer’s decision to be loyal or to defect is the some of many small

encounters with the company. Consulting from forum corporation says that in

order for all this small encounters to add up to customers loyalty, companies

need to create a “branded customer experience” in addition to customer value

expectations and satisfactions companies need to monitor their competitors

performance in this areas. For example a company was pleased to find 80% of

his customers said they were satisfied.

Then the CEO found out that its leading competitors attended a 90% customer

satisfaction score. He was further dismayed when he learned that this competitor

was aiming to reach a 95% satisfaction score.

Although the customer centred firm seeks to create high customer satisfaction,

its main goal is not to maximize customer satisfaction. If the company increases

customer satisfaction by lowering its prices or increasing its services, the result

may be lower profits. The company might be able to increase its profitability by

means other than increased satisfaction (for example, by improving

manufacturing processes are investing more in R & B), also the company has

many stake holders including employers, dealers, suppliers and stock holders.

Spending more to increase customer satisfaction might divert funds from

increasing the satisfaction of other partners. Ultimately the company must


operate on philosophy that it is trying to deliver

faction to other stake holders within the constraints of its total resources.

Customer Satisfaction Service

Studied show that although customers are dissatisfied with one out of every 4

purchases. Less than 5% of dissatisfied customers will complain. Most

customers will buy less or switch suppliers. Complaint levels are thus not a good

measure of customer satisfaction. Responsive company measure customer

satisfaction directly by conducting periodic service, they sent questionnaires or

make telephone calls to a random sample of recent customers. While collecting

customer satisfaction data, it is also useful to ask additional questions to

measure repurchase intention, this will normally be high if the customer’s

satisfaction is high. It is also useful to measure the likelihood or willingness to

recommend the company and brand to others. A high positive word-of-mouth

score indicates that the company is producing high customer satisfaction.


Research Methodology


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

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.

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


Data analysis


Data Analysis

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

Cable TV60%

DTH40%

Series 1


On the basis of above analysis it has been concluded that there are more people using cable tv than DTH as there are 45 people using Cable TV and 35 people using DTH.

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

40%

35%

15%

10%

Sales150 250 300 350 or more

On the basis of above analysis it has been concluded that 40% people pay 150 Rs. And 35% people pay 250 rs. And 15% people pay 300 rs. And 10% people pay 350 or more than that monthly.

3. Which DTH network do you own?


Dish TV60%

Tata Sky40%

Series 1

On the basis of above analysis it has been concluded that people owning Dish TV are more i.e. 25 as compared to people owning Tata sky i.e. 20.

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

Newspaper45%

Banners30%

Magazine5%

Referrel20%

Series 1

On the basis of above analysis it has been concluded that people came to know about DTH service more by newspaper and banners as compared to magazines or referrals.

5. How many channels do you get in your package?


Around 5040%

Around 10035%

Around 15015%

Morethan 15010%

Series 1

On the basis of above analysis it has been concluded that 40 people get around 50 channels in their package and 35 people get around 100 channel and 15 people get 150 around channels and 10 people get more than 150 channels in their package.

6. Scale your satisfaction from your DTH

Bad10%

Average35%

Good30%

Excellent25%

Sales


On the basis of above analysis it has been concluded that 25% people say they are fully satisfied means excellent but majority of them e.g. 35 % are average satisfied from their DTH services.

7. What do you like most about your DTH service?

Clearity20%

Value for money40%

Features30%

All of these10%

Sales

On the basis of above analysis it has been concluded that 20% people say they get good clarity and 40% say they get value for money and 30% say they get good features and only 10% say they get all the things.

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


Price25%

poor Service30%

Pic-ture

Qual-ity5%

Other40%

Series 1

On the basis of above analysis it has been concluded that 25% people don’t like price , 30% people don’t like poor service ,5% people don’t like picture quality and 40% people don’t like other things in their DTH.

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


yes; 70

no; 30

On the basis of above analysis it has been concluded that 70% of the people get easily recharge for their DTH whereas 30% of the people say they don’t get recharge easily.

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

Interactive40%

Quality10%

Service30%

All20%

Series 1


On the basis of above analysis it has been concluded that 40% of people say they want interactive DTH next time while 10% focus on quality and 25% focus on service and 15% focus on all.

11.Which DTH service provider will you switch to?

Dish Tv55%

Tata Sky45%

Series 1

On the basis of above analysis it has been concluded that 55% people use Dish TV while 45% people use Tata sky.


12.Which marketing scheme attracts you most?

discount35%

Promotional offers25%

Service Package25%

Brand Image15%

Sales

On the basis of above analysis it has been concluded that 35% people are attracted by discount and 25% people are attracted by promotional package and service packages and only15% are attracted by brand image while purchasing a DTH.


Findings


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.

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.


Suggestions


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

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.


Limitations


LIMITATIONS

1. poor Customer care.

2. unclear Reception of Some Channels.

3. Less advertisement in initial stage.

4. Less variety of channel packages.

5. Failure of Telecommunication Network.

6. Complexity of payment for tariff.

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

be convenient for people living in flats.

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


References/ Bibliography

www.google.co.in

www.tatasky.com

www.dishtv.in

www.go4dishnetwork.com

www.indiabroadband.net

www.dthindia.com

www.wikipedia.com


ANNEXURE

Questionnaire 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) [ ]

II) How much would you like to pay for your DTH Connection per month?

1. 150 [ ] 2. 250 [ ]

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

III) Which DTH network do you own?

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

IV) From where did you come to know about your DTH service provider?

1. Newspaper [ ] 2. Banners [ ]

3. Magazine [ ] 4. Referral [ ]


V) How many channels do you get in your

package?

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

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

VI) Scale your satisfaction from your DTH service?

1. Bad [ ] 2. Average [ ]

3. Good [ ] 4. Excellent [ ]

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

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

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

VIII) What things you really don’t like about your DTH service provider?

1. Price [ ] 2. Poor service [ ]

3. Unclear picture [ ] 4. Other [ ]

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

1. Yes [ ] 2. No [ ]

X) What all features are you looking for in your next DTH service provider?

1. Interactive [ ] 2. Quality [ ]


3. Service [ ] 4. All of

the above [ ]

XI) Which DTH service provider will you switch to?

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

XII) Which Marketing scheme attracts you most?

1. Discount [ ] 2. Promotional offers [ ]

3. Service package [ ] 4. Brand Image [ ]

________________________________________________________________

Thank you for your precious time


tata sky vs dish tv report

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