Tata Sky Vs Dish TV Report

TABLE OF CONTENT
Content
Page No.
1 7 56 58 67 71 82 85 90 91
Introduction of the topic Company Profile Objectives of the dissertation report Literature Review Research Methodology
Data Analysis/ Interpretation
Findings of the study/ Conclusion Suggestions/ limitations References/ Bibliography

Annexure- Questionnaire
CMCA, Teerthanker Mahaveer University, Moradabad
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INTRODUCTION
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.
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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 Indias first private Indian company to start Direct to Home (DTH) satellite broadcast operations in the country. Dish TVs 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.
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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.
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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.
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Company Profile
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Dish TV Profile
Dish TV is Indias first private Indian company to start Direct to Home (DTH) satellite broadcast operations in the country. Dish TVs 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.
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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 MPEG2 digital compression technology, transmitting using NSS Satellite at 95.0. Dish TVs 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.
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NSS-6 is a communications satellite owned by SES WORLD SKIES. NSS-6 covers the whole of Asia with six highperformance 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 interregional 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 (7590cm) or obtain higher throughput with existing antennas.
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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 TVs 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
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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)
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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.
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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!
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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
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demand, bring them home when you want! Tune in now and change the way you watch movies forever! GAMING With dish TVs 24x7 gaming portal, games active, dont just watch TV. Start playing on it. SHAADI ACTIVE Find your matrimonial match on TV! Content partner Shaadi.com, Indias 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 worlds 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, Indias 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
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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, Indias 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. Thats less than Rs. 2 per movie.
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Its 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, Kelloggs etc. Venkateish holds a Bachelor of Electrical Engineering degree from IIT Madras and a Masters 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 TVs needs as a rapidly growing company with the
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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 Indias 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
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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: Dont 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.
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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 its positioning 9. Emotional Appeal
The film opens with Shahrukh Khan saying, Pehli baar, aasmaan mein Live Dish TV
car mein Live Dish TV
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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
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Discount Schemes for quarterly/ half yearly/ yearly plans
Recharge Card from Itz Promotion campaign
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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.
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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.
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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, fastforward and rewind a live telecast and review a TV programme. Also Tata Sky+ provides service using MPEG-4 digital compression technology) which allowed
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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%. STARs 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 Indias 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.
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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
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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.
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TATA MARKET SHARE
SKYS
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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
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certification confirms that every transaction carried out through Tata Skys 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
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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 Indias highly acclaimed actors, as a brand ambassador. Aamir Khan is the highest-paid brand ambassador today.
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BRAND AMBASSADOR - TATA SKY

Aamir Khan, one of Indias 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
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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! Thats 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 childs learning process at home through a
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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 childs 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.
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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.
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TARIFF - TATA SKY

Tata 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.
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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 isnt 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
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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 providers 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
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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.
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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?
Page 44
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.
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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.
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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 kids genre with the summer vacations starting and has introduced offerings like puzzles, games and content like Hannah Montana.
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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 8million 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 &
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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.
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TATA SKY PROMOTIONAL CAMPAIGNS
Brand Ambassador promoting Tata Sky+
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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/-
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Brand Ambassador promoting interactive services from Tata Sky, i.e. Tata Active
Roadside promotional campaigns from Tata Sky
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Picture above is among the most recent campaigns from Tata Sky
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Advertisement for choice of packages
Installation service from Tata Sky
Promotional Banners from Tata Sky
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Tata Skys 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
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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.
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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
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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.
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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
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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.
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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
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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.
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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 Weizscker, 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.
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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
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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 nonownership 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.
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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 customers 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
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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.
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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 customers 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.
Page 68
Research Methodology
Page 69
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.
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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
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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
Page 72
Data analysis
Page 73
Data Analysis
1. What type of connection do you have at your home?
Series 1
DTH 40%
Cable TV 60%
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.
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2. How much do you like to pay for your DTH connection per month?
Sales
150 250 300 350 or more
10% 15%
40%
35%
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?
Page 75
Series 1
Tata Sky 40% Dish TV 60%
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?
Series 1
Referrel 20% Magazine 5% Newspaper 45%
Banners 30%
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?
Page 76
Series 1
Morethan 150 10%
Around 150 15% Around 50 40%
Around 100 35%
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
Sales
Bad 10%
Excellent 25%
Average 35% Good 30%
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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?
Sales
All of these 10% Clearity 20%
Features 30% Value for money 40%
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 dont like about your DTH service?
Page 78
Series 1
Other 40%
Price 25% poor Service 30%
Picture Quality 5%
On the basis of above analysis it has been concluded that 25% people dont like price , 30% people dont like poor service ,5% people dont like picture quality and 40% people dont like other things in their DTH.
9. Do you easily get recharge for your DTH service provider?
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no, 30
yes, 70
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 dont get recharge easily.
10. What all feature are you looking for in your next DTH provider?
Series 1
All 20% Interactive 40%
Service 30% Quality 10%
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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?
Series 1
Tata Sky 45% Dish Tv 55%
On the basis of above analysis it has been concluded that 55% people use Dish TV while 45% people use Tata sky.
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12. Which marketing scheme attracts you most?
Sales
Brand Image 15% Service Package 25%
discount 35%
Promotional offers 25%
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.
Page 82
Findings
Page 83
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.
Page 84
10) The company hasnt 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.
Page 85
Suggestions
Page 86
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.
Page 87
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.
Page 88
Limitations
Page 89
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.
Page 90
References/ Bibliography
www.google.co.in www.tatasky.com www.dishtv.in www.go4dishnetwork.com www.indiabroadband.net www.dthindia.com www.wikipedia.com
Page 91
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 3. 300 [ [ ] ] 2. 250 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 3. Magazine [ [ ] ] 2. Banners 4. Referral [ [ ] ]
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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 3. Good [ [ ] ] 2. Average 4. Excellent [ [ ] ]
VII) What do you like most about your DTH service? 1. Clarity 3. Features [ [ ] ] 2. Value for Money[ 4. All of the Above ] [ ]
VIII) What things you really dont like about your DTH service provider? 1. Price 3. Unclear picture [ [ ] ] 2. Poor service 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 [ ]
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3. Service above [ ]
4. All of the
XI) Which DTH service provider will you switch to? 1. Dish TV [ ] 2. Tata Sky [ ]
XII) Which Marketing scheme attracts you most? 1. Discount 3. Service package [ [ ] ] 2. Promotional offers 4. Brand Image [ [ ] ]
________________________________________________________________ Thank you for your precious time
Page 94

Tata Sky Vs Dish TV Report

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TABLE OF CONTENT

Findings of the study/ Conclusion Suggestions/ limitations References/ Bibliography

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

Salient Features of NSS-6

CMCA, Teerthanker Mahaveer University, Moradabad

Transponder & Capacity

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

R. C. Venkateish Joins as CEO of Dish TV India Limited

CMCA, Teerthanker Mahaveer University, Moradabad

Communication & Marketing strategy

car mein Live Dish TV

CMCA, Teerthanker Mahaveer University, Moradabad

computer mein bhi Live Dish TV.

Discount Schemes for quarterly/ half yearly/ yearly plans

Recharge Card from Itz Promotion campaign

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

TATA company Profile

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

TATA MARKET SHARE

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

DISTRIBUTION CHANNEL BY TATA SKY

First DTH Company having ISO 27001:2005 accreditation

CMCA, Teerthanker Mahaveer University, Moradabad

HEADQUATER TATA SKY

Harit Nagpal of Vodafone to take over as Tata Sky MD

CMCA, Teerthanker Mahaveer University, Moradabad

BRAND AMBASSADOR - TATA SKY

CMCA, Teerthanker Mahaveer University, Moradabad

brand that epitomizes continued innovation and excellence in home entertainment.

Active Wiz kids

Actve Star News

CMCA, Teerthanker Mahaveer University, Moradabad

TARIFF - TATA SKY

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

Tata sky in headlines

TATA SKY launches Active Games

CMCA, Teerthanker Mahaveer University, Moradabad

Tata Sky crosses six million subscriber mark sept 30 2010

850 schools use Tata Sky Actve Education

CMCA, Teerthanker Mahaveer University, Moradabad

CMCA, Teerthanker Mahaveer University, Moradabad

Tata Sky to add 3.5 mn more subscribers by 2012

CMCA, Teerthanker Mahaveer University, Moradabad

Tata Sky enhances VAS, offers flower delivery

CMCA, Teerthanker Mahaveer University, Moradabad

Tata Sky to launch voice activated service

Tata Sky launches PVR technology