1. A
PROJECT REPRT
ON
“COMPARATIVE STUDY BETWEEN
TATA SKY &DISH T.V
RUDRAPUR REGION”
DEPT. OF MANAGEMENT STUDIES
SHRI GURU NANAK DEGREE COLLEGE
PREET VIHAR, RUDRAPUR (U.K)
UNDER THE SUER VISION OF; SUBMITTED BY;
MRS. ASMEET KAUR SETH SOHAN KUMAR
(DEPT. OF MANAGEMENT) B.B.A VIth SEM
ROLL NO.112399
ENROLL
NO.10000469
Session -2014
2. STUDENT DECLARATION
This project has been undertaken as a partial fulfilment of the
Requirement for the award of the degree of BACHELOR OF BUSINESS ADMINISTRATION
of KUMAUN UNIVERSITY, NANITAL.
This project report was executed that this project is my original work and the analysis and findings
are for academic purpose only. This project has not been presented in any seminar or submitted
elsewhere for the award of any degree or diploma.
Coumtersigned By; name &full signature of the student
Mrs. Asmeet kaur sethi sohan kumar
B.B.A ( 6th
sem.)
3. ACKONWLEDGEMENT
It gives immense pleasure & happiness to acknowledge my deepest sense of gratitude towards all
those who helped e in successful completion of this project.
First of all I would like to thank GOD almighty for everything, I am also grateful to our mrs.dr.
Bhawna kapoor (principal). I am also grateful to Mrs. Dr. Vinita pande (H.OD), Mrs. Asmeet
kaur sethi (course coordinator academics).
Special thanks to my project guide Mrs. Asmeet kaur sethi. . And my friends specially Milan
mandal, neetu saxena, sahib khan. For their continuous guidance, support & motivation without
them my project report would not have been completed.
4. EXECUTIVE SUMMARY
The development of the direct to home sector has experienced a major process of transformation in
terms obits 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 though which a company communicates and attract its customer. Dish TV and 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 effective 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 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 seem as of now that Tata sky
is slowly taking the lead, with more emphasis on new technology (as showcased by their efforts at
DVR recording and MPEG-4 compression). Dish TV seems to be uninterested foe now, but with
more and if more people switching to Tata sky, they may have to take drastic action soon.
5. INDEX
Introduction
Company profile
Dish TV
Tata sky
Importance of scope
Research objective
Hypothesis
Research methodology
Findings
Suggestions
Limitations
Bibliography
Questionnaire
6.
7. INTRODDUCTION
DTH services were first proposed in India in1996. But they did not pass approval there
were concern 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 station in India within 12 month of getting a licence. DTH licences in INDIA cost
$2.14 million and will be valid for 10years.
The companies offering DTH services will have to have an India chief and foreign equity
has-been capped at 49%. Today, broadcasters believe that the market is ripe for DTH. The prices of
the dish and set –top box have come down signi9ficantly.overall investment required in putting up a
DTH infrastructure has dropped and customers are also reaping the benefit 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 services 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 service 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.
Where 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
8. ones this count includes some numbers off HD channels offered by Tata sky ( as Tata sky-
HD) and interactive services also.
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 were 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 deihi, which is the nerve centre of
DTH operations. Dish TV has robust operating in 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
sectors 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 TVby essel group’s zee
Entertainment enterprises. Dish tv is on the same satellite where DD direct+ is. Dish TVwas 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-2digital
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 aso
the president of Indian Broadcasting Foundation.July 19,2010-DishTV 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
9. 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,, 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 programme.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 increases the channel offering as
NSS 6 offered more transponder capacity.
Salient features of NSS-6
1. Versatile ku-band and ka- beams can 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 the projected 14-year operational life of the satellite.
4. Ideally suited for DTH and emerging broadband applications.
Transponder and 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 to15 highly liner zed transponders can be assigned to
each of the six beams to respond to changing market demand. Eachku band is formed by an
independent high and gain antemna system, offering 51-53 dbW in key markets.
10. Technology used
(Moving pictures experts group) MPEG-2 is standard for the generic coding of moving
pictures and associated audio information”. It describes a combination of lossy video
compression and lossy audio data compression method which permit storage and
transmission of movie using currently available storage media and transmission bandwidth.
MPEG-2 is widely used as the format of digital television signals that are broad cast
by terrestrial (over the air), cable and direct broadcast satellite TV systems. It also specific
the format of movie and other programme 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 export 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 profile and levels.
Tariff of dish TV
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.
11. DISH TV ON COMPUTER
DISH TV bring to you get yet another first in its bouquet of service-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 to100+ 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.
GAMING
With dish tv’s 24x7 gaming portal, games active, dont just watch tv. Strats playing on it.
12. SHAADI ACTIVE
Find your matrimonial match tv !
Contents partner –shaadi.com India’s largest matrimonial service
Search from thousands of profile, updated every week
Profile search based on age, religion and mother tongue
JOB ACTIVE
Find the right job for you tv!
Content partner –monster.com, the world’s largest job 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 acropss the country refreshed regularyly
Search holiday package 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 bankinig tips for safer and secure
banking , updates on investmentoptions. NFO launches, fixed deposit and recurring deposit rates at
a single push of butten on your remote!
BHAKTI ACTIVE
Watch live gurbani from bangle sahib and nandd sahib , sai baba aarti from shirdid & anesh aarti
from siddhi vinayak, seva from tirupati balaji, ganga aarti from haridwar and bhas,m aarti of mahakal
from ujjain.
CINEMA ACTIVE
Content partner- fun cinemas , indias leading multilex chain provides a listing of the complete movie
schedule of all fun cinemas screens – nation wide. 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.
13. Introducing MOD nonstop! A monthly pack in which you can enjoy 16 bollywood block busters at
just rs. 30 per month. That’s less then 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 JOIN 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 warked with global brands like
smithkline beecham, Nestle India, Gillette, Kellogg india and ESPN star sport.
Prior to joining Dish TV, venkateish was the menaging Director India and south
Asia for ESPN star sports and was responcsible for business oparetions in this
regions. He bring along with him a successful track record in truning
arounbusiness and improving oprating performance while re-defining the
business process forwinning btrands like oral oB kellogg’sd etc. Venkateish
holds a bachlorof electrical engineering degree from IIT i madras and a
master’s in business administration from the indian insitute of management,
colcutta. Mr.jwahar goel. Managing director. Dish tv india ltd, whilewelcomng
venkatish on broad said ,” venkateish has had a an excellent track record while
heading leading brands, has experience gives him a wll seasoned perspective
which perfectly complements Dish TV ‘s needa sa a rappidly growing company
with the
Highest market share. I am confident in his abilities to enable Dish TV to take the big leap.
Reliability
Dish TV and contection provider conax further thier 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
14. security provider Conax has provided the platform with smart cards for
7years.To date,Dish TV has demonstrated a sigificant 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 bsiness benfits necessary to even further
develop and manage the highly successful Dish TV platform ;reliabillity and the
trustworthiness.” In delhi for 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 nest 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.
15. Use brand ambassador extensively to convey brand image.
Advertising &marketing strategy Dish TV
1. Segment: launch as per area, region. Geographical location etc.
2. Target: both rural and 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. Creat word of mouth publicity.
6.360 degree approach.
7. TVC, print radio outdoor point of sale etc.
8. Reinforcing attributes of the brand and reiterate its positioning
9. Emotional appeal.
16. The film opens with sharukh khan
Saying,”pehali bar, aasman 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”.
17. 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 khabr”
Advertisement campaign in the print and electronic media.
Discount schemes for quarterly / half yearly / yearly plans.
19. Media planning
Broadcasting timing
As it is targeted to coomon peple 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 the
broadcast time mostly prefer for in between the tv serial or movie. Ther is no fix time duration of
advertisement.
The timing of the ad is 44 seconds. Due to constraints of budget and broadcasting 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
headqartered 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 technogy, 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 incudes some
numbers off HD channels offered by Tata sky (as Tata sky-HD ) and interactive
services also. The company uses the brand owned by British sky Broadcasting
In october 2008,Tata sky announced launching of DVR services Tata sky+
(Tata sky+ is a premium set –top box-cum-personal video Recorder or even
know 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
20. 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 s CEO 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 5.1CH 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 ( upscale 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 12Ku-band 36 MHz bandwidth transponders
employing 140 W TWT As to provide an EIRP OF 52dBW at the edge of
coverage polygon with footprint covering India main land 12 C-band 36MHz
bandwidth transponders provide an EIRP of 39dBW at the edge of coverage
with expanded radiation patterns encompassing India geographical
boundary ,area beyond India in southeast and northwest regions. Tata sky, a
21. 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 lossy video compression and lossy audio date compression
methods which permit 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
odther equipment are often designed to this standard. MPEG-2 was the second of several
standards by the moving pictures Expert Group (MPEG ) and is an international standard
(ISO/IEC 13818). Parts 1 and 2 of MPEG-2 were developed in a joint collaborative team with
ITU-T, and they have a respective catalog number in the ITU-T Recommendation series.
While MPEG -2 is the core of most digital television and DVD formats, it does not
completely specify them. Regional institutions can adapt it to their needs by restricting and
augmenting aspects of the standard. See profiles and Levels.
TATA SKY’S MARKET
SHARE
Market strategy(PLACE)
place STATE SHARE(%)
Maharashtra 12.1
Gujrat 10.5
Karnataka 7.2
Uttar pradesh 6.9
Tamil nadu 6.6
Punjab 6.4
Orissa 5.3
West Bengal 4.7
22. Kerala 4.6
Andhrapradesh 4.6
Rajasthan 4.5
Assam 4.0
Madhyapardesh 3.8
Others 18.8
Total 100
Clearly, there is a lot of scope of increase in the number of customers across all the state. Looking
at the current distribution system that Tata sky has adopted:
DISTRIBUTION CHANNEL BY TATA SKY
In March 2009, Tata sky became the first Indian direct to home (DTH) service
provider to be awarded the ISO 2700:2005 accreditation, the benchmark for
information security. ISOP 2700:2005 is an international standard that provides
specification and guidance for the establishment and proper maintenance of
information security management system (ISMS). The assessment for the
certification was conducted by intertek systems certification, the management
23. system business unit of intertek group. This certification confirms that every
transaction carried out through Tata sky’s IT system 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. Form 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, PB Marg Worli, Mumbai, India
KET 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 coordinating 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 –year have been with Vodafone. Tata sky ltd is a JV between
the Tata group and star and offers subscribers over 191 channels and interactive service in DVD
quality picture and CD quality sound.
Brand ambassador
24. 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 20 month speaking about
aamir khan as brand ambassador for Tata Sky. Mr vikram kaushik,CEO & managing director, Tata sky
Ltd said,” aamir makes aperfect fit with the Tata sky brand values of trust, high quality
entertainment and innovation.as our brand ambassador,he
Will be instrumental in communiciting 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 advertisementes 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 enter tainment. “
INTERACTIVE CHANNELS
Active English
This service will help housewsives 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 leam 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 leamt through the week can
be revised on weekends . the content for this service is provided by British
council .
Active mall
25. Now , you can buy electronic appliances, household goods and even mobile
ringtones s 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 prod
ACTIVE WIZ KIDS
Designed specifically for preschooles, 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 s 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 childern 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 Know ledge.
Active Cooking
On Active Cooking you can get your favourite when your want at the press of 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 act games there are lot many options of gamesto to choose from.
26. Actve Doordarshan
D D Gujarati/ DD Saptagiri/ DD Punjabi/ DD Kashir
Active Star News
Control how and when you want to watch the news. Go directly to: headlines, top stories,
features.
TARIFF- TATA SKY
Tata sky presents you with ‘Tru choice 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 s 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.
27.
28. TATA SKY IN HEADLINES
The company said that its “first of its kind, no condition 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 percent to Rs.999.compititors provide set top boxes at Rs, 1400 to Rs, 1800.
Tata sky is convinced it has taken the right path and its pricing strategy is not
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 affordable price point. Our service will now be affordable for
consumers across all strata of the society,’’ says vikram mehar, chief marketing officer, Tata
sky . The company claims a subscriber base of 5.5million, making in third largest DTH player.
Mehra also says reducing the price of hardware dose 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 service.
Interactive like ACTIVE English and ACTIVE cooking ,for which the operator charges RS.30 per
applications, have more subscribers in Tier II and Tier III cities than in urban areas. ‘’ with our
differentiated content ,we will continue to eam sizable revenue than competition.
29. TATA SKY launches Active Games
In a bid to mark your TV the new playground, Tata sky ltd in association with hungama game studio
has launched its gaming service active games. The service aims at providing over 50 different games
throughout the year on Tata sky active 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 Active Games platform. This opens up a huge market not only in
larger cities, but also in Tier ll-tier lll 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 s 42 billion by 2010, growing at a CAGR OF 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 active game pack has been
getting 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 bein in 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
30. 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 vikram mehra told
reporters.
use 850 schools Tata Sky Active Education
Tata Sky has added a new lingo to our everyday conversation-isko laga dala toh life jhingalal.
Launched in August 2006, the country’s second-largest DTH service provider has already
crossed the 5 .5million 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, excepts:
Soon cable operation 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 IPVT and cable. It can reach any geographical location with the
same picture quality 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 3.5mn more subscribers by 2012
Direct – to –Home ( DTH ) service operator Tata 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 rang of 40-45 million in the next three year.
Tata sky, a joint venture between Tata group and star, also announced the launch of active
English- an innovative programme aimed at enhancing conversational skills among Indian
housewives.
“we always focus on giving maximum value to our customer by way of introducing more innovative
service which are even not available globally and also having wide array of channels and
programmes.
31. Tata Sky enhances VAS, offers flower delivery
Direct-to-home services provider Tata Sky has partnered renowned chief
Sanjeev Kapoor and florist chain Ferns ‘N’ petals to strengthen its value-
added services portfolio.
While Sanjeev kapoor’s recipes would b a part of Tata sky active cooking
service, ferns “N” p[petals would offer flower delivery service across the
county.
“we have tied up with Sanjeev Kapoor to showcase his recipes on our active
cooking channel. Also, we have partnered with fems “N” petals, who would
deliver the flower 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 users need 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 offering 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 its call centre facillitates 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 .
32. Currently, this feature is rolled out in all 3 call centre locations of Tata sky ( chandigah
, pune and Hyderabad ) and is supported in the English language. Several India language ,
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 20months. 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 subscrib ers 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 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 PROMTIONAL CAMPAIGNS
33. 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/-
38. 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 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 F eatures
Remind 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 channels packages
Failure of Telecommunication Network
Reasons for its Success
Introduction of new and unique features
Introduction of schemes
39. 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.
IMPORTANCE & SCOPE OF THE
PROJECT REPORT
The project report has been prepared in order to do a comparative study between
two leading DTH service providers, that what all strategies they follow for.
Brand promotion
Capturing market share
To face healthy competition.
To be best at customer care service.
Status of the company
The scope of this report includes the information about DTH, company profile of Dish TV & Tata
sky& also a brief knowledge about their competitors. Market position of company has also been
included in scope.
RESEARCH OBJECTIVES
The objective of the research was to conduct a study between two leading
DTH (direct to home ) service providers, in order to collect information about
40. DTH TV & TATA SKY being the landing DTH service providers in the country,
in order to compare & 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 improvement can be suggested & information can be gathered about the working of
the companies.
HYPOTHESIS
A Hypothesis consists of the either a suggested explanation for an observable
phenomenon or of a reasoned proposal predicting a possible casual correlation
among multiple phenomena.
NULL HYPOTHESIS
There is a positive relationship between dish TV & Tata sky .
ALTERNATE HYPOTHESIS
There is a negative relationship between dish TV &Tata sky
RESEARCH METHODOLOGY
The methodology adopted for eliciting the date 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.
RESERCH 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
41. 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 consist 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 connected .survey research is the approach best suited gathering
description.
Questionnaire has been used to collect the data. It contains the open ended and scaling technique.
SECONDARY DATA
The secondary data consist of information that already exists somewhere, having been collected for
another purposes. Any researcher begins the research work by first going through the secondary
data. Secondary data includes the information available with company. It may be the finding 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 colleting the data.
Method of communication
Indirect communication ( questionnaire) has been used for collecting the information.
42. Sample size
100 consumers have been surveyed .
Sampling technique
Convenience area sampling has been used in the research.
Area of survey MORADABAD
STATISTICAL TOOLS
USED
MEAN
In statistic, the mean is the mathematical average of a set of numbers. The average is
calculated by adding up two or more scores and dividing the total by the number of scores.
MEDIAN
In probability theory and statisitcs, a median is described as the numeric value separating the
higher half of a sample, a population, or a probability
Distribution, from the lower half. The median of a finite list of number can be found by arranging all
the observation from lowest value to highest valu and picking the middle one. If there is an even
number of observation, then there is no single middle value; the median is then usually defined to
be the mean of two middle values.
MODE
Mode (statistics), the value that has the largest number of observation.
AVERAGE
In mathematics, an average or central tendency of a data set is a measure of the “middle” value of
the set.
There are many different descriptive statistics that can be chosen as a measurement of the central
tendency of the data items. These include arithmetic mean, the median and the mode. Other
statistical measures such as the standard deviation and the range are called measures of spread and
describe hoe spread out the data is.
Random sampling
43. A sample is a subject chosen from a population for investigation. A random sample is one chosen by
a method involving an unpredictable component .random sampling can also refer to taking a
number of independent observations from the same probability distribution, without involving any
real population.
COMPARISON
Dish TV
Advantages
(1 ) The biggest advantage of Dish TV is its cost. (For old or existing customers at this point). It
offers most of the popular channels at low cost. The highest pack costs Rs. 325 per month,
after which only 1 or 2 add- on packs are required to all almost all channels, unlike other DTH
where you need several Add-on pack even after subscribing to the highest pack.
( 2) Dish TV ’satellite being located very near DD Direct plus’s satellite, all Dish TV uses enjoy
the complete channel offering of DD Direct plus as well.
So any channels added in DD dircet automatically gets added to dish TV channel offering.
(3) the softwere of dish TV stbs are stable at the moment. This makes the switching speed between
channels pretty fast.also very less hang ups of STBs reported till now. Thanks to dish TV STBs great
softwere.
(4) only dish tv gives its users access to exclusive never-before seen international channels which are
not avilable even in cable tillnow. The platter includes MGM,TCM and booming. Airtel digital tv
provides MGM india unlike dish TV which still carries the direct international feed of MGM.
(5) several new channels added recently are provide at no extra cost for the hightest pack users,
except for afew channels.( currently only for exisiting or old customers). Whereas other DTH
operators, have added the new launchs in separate add on packs.
(6)dish tv has a good no of transponders to offer more channels to its users, including the recently
contracted protostar which means more channels for its customers.
Disadvantage
(1) One of the biggest problem of dish TV is its customer care and customer service which is
definitely not up to the mark. The CC executive lack Professionalism in their attitude and after-
sales support in certain are allegedly poor.
44. (2) Another serious issue is its audio and video quality. Quality on several (but not all
channels on Dish is not up to the mark. Too much of pixilation is seen on some channels
and the audio standard is of course not of true CD quality.
(3)dish TV misses out on few important channel package which includes the neo bouquets
and the UTV group of channels. Due to this exclusive cricket matches and world TV premier
of latest movies on these channels are missed by the Dish TV users.
(4)new channel addition process is extremely slow when it comes to dish TV .it take huge
amount of time for Dish TV to enhance its bouquets offerings.
(5) the time taken for activation of package after renewal is too long sometimes. Users had
to wait for as long as 5-6 days for activation even after making payment on time.
(6)official website is not updated regularly.official weblog which was meant for the
interaction of Dish TV users too does not work till gate.
Tata sky
Advantage
(1) India ‘s first and only DTH service to have made a joint venture with a reputed
international DTH brand, Sky, which is famous for its exquisite technology .
(2) The audio and video quality of Tata Sky ‘s true DVD quality picture and CD
quality sound.
(3) Only Tata Sky gives its users an exclusive access to some authentic
international channels which includes BBC Entertainment and
Celebes.
(4) Tata sky offers uniform volume level across all channel , unlike other DTH
services where the volume level keep varying with each channel.
(5) The STB of Tata sky is stable enough. There has been very less or no reports
of Tata sky STB bugs or issues till date.
(6) Tata SKY users argue that its customer service is satisfactory . Issues are
addressed on time and the after –sales support is great.
Disadvantages
(1) Tata SKY has too many Add-on packs. Several Add-on packs need to be
subscribed to for enjoying all the channels, even after going with the
highest pack. This makes the over-all package too costly.
(2) The channel strength of Tata SKY is less compared to other DTH operators.
This is because of the less no of Transponders purchased by them.
45. 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 communication gap between the company add the dealers
4) Availability of vouchers lie between price ranges from Rs 100 to1000.
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 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 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 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 service like after sale service, recharge facilities and
customer care.
15) most dealers surveyed have complained that the distributed/sales people
do not visit much and they are not receiving sufficient support.
46. 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 service like free installation DTH needs to mend its strategy to face these
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 customers mind, it always visible and
promote offer and help to recall brand resonance.
LIMITATIONS
Bad or poor Customer care.
Bad or unclear Reception of Some Channels.
Less advertisement in initial stage.
Less variety of channel packages.
Failure of Telecommunication Network.
Complexity of payment for tariff.
Requires a dish to be placed on the top of the roof which might not be convanient
for people living in flats.
People are not willing to invest for DTH against cable TV .
48. 2. How many DTH connection do you have at your home?
3. How much do you like to pay for your DTH connection month?
0
10
20
30
40
50
cable Tv dish tv DD
None
0
10
20
30
40
50
60
70
one two three four or more
49. 4. Which DTH network do you own?
5. Do you easily get recharge for your DTH service provider?
150
250
300
350 or more
0
5
10
15
20
25
30
35
40
Dish tv Tata sky Big tv others
50. 6. Do you have any plan to change your DTH service provider?
7. What all feature are you looking for in your next DTH provider?
yes
no
51. 8. Which DTH service provider will you switch to?
9. Which marketing scheme attracts you most?
0
5
10
15
20
25
30
35
40
interactive
quality
service
all
0
5
10
15
20
25
30
Airtel digital tv dish tv tata sky other
52. 10. What are recommendation would you like to make?
A. They should improve their customer care service.
B. They should introduce new schemes to attract customers.
C. They should find new ways to advertise their product.
D. They should introduce new service like internet which can make them unique in
their category.
0
5
10
15
20
25
30
35
discount
promotional offers
service package
brand image
0
5
10
15
20
25
30
35
40
45
A B C D
53. Questionnaire
CUSTOMER FEEDBACK ON DIRCT TO HOME(DTH)
SERVICE
1) What type of connection do you have at your home?
1. Cable TV [ ]
2. Direct to home (DTH) [ ]
3. DD National [ ]
4. None [ ]
2) How many DTH connections are there at your home?
1. One [ ]
2. Two [ ]
3. Three [ ]
4. More than four [ ]
3) How much would you like to pay for your DTH connection per month?
1. 150 [ ]
2. 250 [ ]
3. 300 [ ]
4. 350 or more [ ]
4) Which DTH network do you own?
1. Dish TV [ ]
2. Tata sky [ ]
3. Big TV [ ]
4. Others [ ]
5) Do you easily get the recharge for your DTH?
1. Yes [ ]
2. No [ ]
6) Do you have any plan to change your existing DTH service provider
1. Yes [ ]
2. No [ ]
54. 7) What all features are you looking for in your next DTH service provider?
1. Interactive [ ]
2. Quality [ ]
3. Service [ ]
4. All of the above [ ]
8) Which DTH service provider will you switch to?
1. Airtel Digital TV [ ]
2. Dish TV [ ]
3. Tata sky [ ]
4. Other [ ]
9) Which marketing scheme attracts you most ?
1. Discount [ ]
2. Promotional offers [ ]
3. Service package [ ]
4. Brand image [ ]
10) What would you recommend to company to add?
1. They should improve their customer care . [ ]
2. They should introduce new scheme to attract customers. [ ]
3. They should find new ways to advertise their product. [ ]
4. They should introduce new service like internet which will make them unique in
their category. [ ]
