Indepth analysis of the D2H industry on behalf of Videocon and handling Brand promotions and events for Planet M (Research on “India has 6 major DTH players whereas the world over every country has approx 2. Can the Indian market absorb all?” done to develop the Videocon brand name Handling Planet M brand promotions and a major event called “Mirchi Create With Agnee” in collaboration with Radio Mirchi)
ESHA SYLVIA BAILEY
PGDM 2009 – 11 Marketing
ROLL NO 9
Table of Contents
Current Indian Scenario:9
VIDEOCON INDUSTRIES LTD.12
Objectives of the project:16
Porter’s Analysis of the DTH industry:19
Concept of growth share matrix (BCG model)23
List of major players in the industry24
Brief profile of players in the industry24
Cable Vs. DTH - An Overview of the World Scenario29
GROWTH OF THE INDUSTRY33
Comparative analysis of the DTH players38
Problems experienced with Videocon D2H and their solution51
TASKS DONE DURING THE INTERNSHIP58
IN DEPTH STORE ANALYSIS66
The history of Indian Television dates back to the launch of Doordarshan, the Country’s national television network in 1959 when the transmission was in black & white. The 9th Asian games, held in 1982 in the country’s capital New Delhi, heralded the mark of colour television broadcast in India.
In 1991, Indian economy was liberalized from the license raj and major initiatives like inviting FDI, deregulation of domestic businesses emerged. This led to the influx of foreign channels like Star TV and creation of domestic satellite channels like Sun TV and Zee TV. This virtually destroyed the monopoly held by Doordarshan.
In 1992, the cable TV industry started which changed the way the average Indian watches television. Every city in India had a new breed of entrepreneurs called as cablewalas or Local Cable Operators (LCO) taking in charge of distribution. Since this was a disorganized sector carrying new channels on the existing infrastructure required new investments which the operators were reluctant to make. This led to the emergence of a new breed of firms called as Multi System Operators (MSO) who had heavy financial muscles to make capital investments and liaised between the cable operators and the channels. MSOs provide the feed to the local operators for a fee.
In 1995, government felt the need of regulation in Cable TV and passed the Cable TV network (Regulation) Act. This was also the time when the state owned Doordarshan and All India Radio came under a new holding called as Prasar Bharati to give them enough autonomy. The LCOs reported a lower number of connections where as the broadcasters demanded a higher rate. MSOs were finding it difficult to operate under these conditions. This led to an amendment of the Cable TV networks (Regulation) Act in 2002 to provide Conditional Access System (CAS). With CAS, the last mile distribution could be addressable with accuracy and digitalization of broadcast was also possible. CAS was rolled out in 2003 starting from Chennai and later to parts of Delhi, Mumbai and Kolkata. On the DTH front, TRAI issued the guidelines for operating DTH. Country’s first DTH license was awarded to Dish TV in 2003 which started operations in 2004. Prasar Bharati also started its product DD-Direct+
In 2007, TRAI proposed a new initiative by called “Headend-In-The-Sky (HITS)” model as an alternative to the existing cable distribution. Instead of the MSOs providing the bundle, there will be a single HITS operator who will prepare the bundle of channels and beam it to the Headend in the satellite. With the average Indian getting younger, and hence more...