Changing View of Indian Consumers Towards Acceptance of Dth

DTH IN INDIA
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Single TV Channel “Doordarshan” in 90s. Cable Television Ordinance Law passed in Jan. 1995 1,00,000 Cable Operators by 2002 Customer Dissatisfaction owing to strikes, increase in tariff plan, selective broadcast and poor services. 1 million Consumer Base in 5 years. Customization, Value Added Services, Quality major reasons for Fast Growth & Popularity.
DTH, 17%

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Market Division

Cabl e, 83%

DTH INDUSTRY IN INDIA
DTH Industry Market Share
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D2H, 2% Airtel, 8%

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Dish TV, 30%

Big TV, 13%

Tata Sky, 22%

Sun Direct, 25%

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DD Plus:1st DTH service started in 2003, Free but limited channel options. DishTV: 1st Commercial DTH provider. 180 channels, Zee Group Tata Sky: Competitive prices & good service solution from TATA group SUN TV: Prominent in South due to regional popularity. Major Customization Introduced. BIG TV: Introduced Movies of MPEG4 Format with high quality Video & Sound used in Cinema Halls also by reliance group. Airtel TV: Spread across 62 cities in a span of 3 years from launch.

VALUE ADDED SERVICES
Customization of Plans/Channels altered to suit preferences & Tariff Budget of Consumers.  Latest Movies on Hire increasing Convenience  Additional Features like Games, Cookery lessons & Talk Shows targeted for Kids, Housewives & family respectively  Recording Facility  Internet facilities on charts to be implemented soon.
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VARIOUS VALUE ADDED SERVICES
Tata Sky • • • • • • • • Active English Active Mall Active Wizkids • Active Stories Active Learning Active Games • • • • Dish TV • Movie-OnDemand Gaming News Active Bhakti Active Astro Active ICICI Active Sports Active Multilingual Services Airtel • • • • • iAstro iLearn iMatinee iNet iNews BigTV • • • • • • • • iAstro iStock iCricket iCooking iMall iHolidays iCare iGames

Active Darshan • Active cooking •

RESEARCH OBJECTIVES
Perception of non-DTH users towards DTH functional benefits.  Attitude of DTH users... [continues]

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