PROJECT REPORT

TATA SKY DTH SERVICES

Submitted By: -
Achin Gupta (PG2009 ) Submitted to: -
Aishwarya Sharma (PG20090033) Mr. Anil Vashisht
Dilip Rawat (PG20090089)
Jasdeep singh (PG20091128)
Karan Bhatia (PG2009 )
 Lakhpat Singh (PG20090166)

INTRODUCTION
Tata Sky is a joint venture between the TATA Group and STAR. Tata Sky satellite television
service was launched on 8th August, 2006. Vikram Kaushik, managing director, Tata Sky, is
deservedly proud of its fledgling company's achievements Tata Sky has become a millionaire in
less than one year. The company has had the distinction of notching the fastest one million
direct-to-home (DTH) connections in the history of the industry anywhere in the world. This
achievement has been made possible because Tata Sky paid close attention to every aspect of
the service, from the first call made to the call centre or the purchase of a set top box to the
installation and the subsequent quality of service. Every detail reflected the consideration paid
to consumer interest and convenience

However, the share of DTH services among total India Broadcasting industry was only 11% as
shown below according to a 2008 data (The pie chart is showing % of share along with a
different figure which depicts the number of people preferences in millions). But now it is
increasing because of increasing awareness and per capita income of people.

HISTORY
Tata SKY is a joint venture between the Tata group that owns 80% and STAR Group that owns a
20% stake. Tata Sky was incorporated in 2004 but was launched only in 2006. It currently
offers close to 264 channels (As of August 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+ which allowed 90
hours of recording in a MPEG-4 compatible Set Top Box. The remote is provided with playback
control keys and is being sold with special offers for existing subscribers.

In 2008, Singapore-based Temasek Holdings picked up 10% stake in Tata Sky from the Tata
Group. This has diluted Tata's stake in the venture to 75%.STAR’s parent company, News
Corporation, owns an International group of DTH businesses that include Sky Italia in Italy and
Foxtel in Australia.

Tata Sky+

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
programmer 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.

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. More channels such as Star Movies HD and other popular sports
channels in HD format are expected to be added soon.

Certifications and Honors

ISO 27001:2005 accreditation

In March 2009, Tata Sky, became the first Indian direct-to-home (DTH) service provider to be
awarded the ISO 27001:2005 accreditation, the benchmark for information security. ISO
27001:2005 is an international standard that provides specifications and guidance for the
establishment and proper maintenance of an Information Security Management System
(ISMS). The assessment for the certification was conducted by Intertek Systems Certification,
the management systems business unit of Intertek Group. This certification confirms that
every transaction carried out through Tata Sky’s IT systems is highly secure.

SUPERBRAND 2009 – 2010

Tata Sky was selected as a SUPER BRAND for the year 2009-2010 by an independent and
voluntary council of experts known as Super brands Council. It is the only Indian DTH to have
won this distinction
Extensive Customer Service Network

It is using 3000 service engineers in call centers to provide the good service for their
customers. TATA SKY takes direct responsibility to provide its vouchers, hardware through
popular consumer electronic stores to enhance customer convenience. TATA SKY offers all
popular television channels with local language channels according the demand.

Vision of Tata Sky

The vision of Tata Sky is connecting every Television home, empowering every television
viewer and revolutionizing home entertainment.

Target Customers

“Isko laga dala to life jingalala” was the tag line or Brand Mantra of TATA SKY from 2008 to
2010.Now it has changed to “Ab channel package wohi lo jo pasand ho” which is being
promote by Actor Amir Khan.

This brand function on principle that consumer satisfaction is must if there is consumer
satisfaction then there will be overall growth of business .considering this mantra they are
focusing on youth market by means of co branding like games,music etc .

Various services provided by TATA Sky include:

Active Services, Active Cooking, Active Stories, Active Newsroom, Active WizKids, Active Sports,
Active Learning, Active Games, Active Astrology, Parental Control, Search and Scan Banner
Guide (including Hindi Display), Customer Service- 24 x 7 help. Support in 11 languages.

Current DTH Market Scenario in India

Since its commercial launch in 2003, DTH has remained upbeat without any signs of slowing
down. Despite recession, the DTH market in India has been highly dynamic with a lot of
investments made over the past several months. According to Tony D’silva, chief operating
officer of Sun Direct, the growth is surpassing all the calculations and forecasts and proving the
trade pundits wrong. “The services are received well by the customers because of its mass
customization appeal,” he said.
DTH service in India has surpassed 12 million customers, with the number tripling in 2008 over
the previous year. According to new research from RN COS , 1 “Indian DTH Market Forecast to
2012,” the industry is expected to add nearly 500,000 subscribers per month during 2009, with
the number of DTH subscribers forecasted to grow at a CAGR of around 30 percent during
2009-2012. “With over 130 million TV homes, India offers large room for growth in DTH
services as the technology can be used to offer DTH services in remote locations, where setting
up of cable networks seems impossible or is highly expensive,” say researchers at RN COS . “It
is forecasted that DTH will capture over 21 percent of TV homes in India by 2012, up from
around 10 percent now.”
Currently the market is ruled by five key players: Dish TV – Essel Group, Tata Sky, Sun Direct,
Reliance Big TV, Airtel Digital and Videocon D2H. Dish TV and Sun Direct account for a major
share of the current DTH market in India. According to Dish TV officials, the company holds a
more than 40 percent share of the market with over 5.6 million subscribers. Sun Direct
currently carries about 4.8 million customers. Sun TV plans to increase it to 5.5 million-6
million subscribers by the end of the current fiscal year. Other key players such as TATA Sky,
Big TV and Airtel DTH are far behind their rivals.

Key Trends
Value added services
Major DTH providers are offering value added services (VAS ) as an innovative strategy to lure
customers. Popular VAS offered by DTH include on-demand movies, matrimonial services, job
search, travel planning, mobile services, TV banking, astrology and many more. Dish TV is the
popular value added services provider for mobile services. The company partnered with
Indiatimes.com to offer mobile services under the name ‘Mobile Active.’ The service allows
users to preview ring tones, wallpapers, text alerts and contests on their TV and download it
on their mobiles.

Partnerships with movie/video distribution companies

A major share of Indian entertainment content comes from Bollywood and regional films.
Hollywood movies create another big opportunity to make revenue. Eyeing this opportunity,
DTH providers are entering into partnerships with movie/video distribution companies.
Recently, Reliance forged alliances with UTV Communications and Star India to acquire the
rights to two Hindi films. Last month, the company also forged a strategic marketing alliance
with Fox Star Studios for the India release of ‘Avatar.’ Such partnerships are integral to a
healthy competition among DTH players. In the future, major partnerships are expected with
major publishers as well as TV content providers.

High -Definition Services

Technology has no limits. With a large number of options available to view channels across the
world on the new highend television sets, now the focus will be to add quality to TV viewing.
High-definition is the latest mantra in TV entertainment. DTH providers have started offering
HD services in India. Recently, Sun TV launched the first HD DTH service in India. Samsung
Electronics telecommunications systems division manufactures the HD set top boxes for Sun
Direct. Sun TV is expecting to add over 45,000 subscribers to this service by March 2010.
According to company officials, the average annual cost to a subscriber at present stands at
around Rs.2,500.
Looking Beyond
DTH in India has many miles to go. Although there are several issues regarding content and
quality of service offered by the cable service providers, most of the TV households in India still
prefer cable service to DTH. In such a scenario, DTH operators have no option but to offer the
service at the lowest cost possible to pull customers towards them. This would encourage
mass subscription and result in increased ARP U. Currently, the market is dynamic with a lot of
introductory bonanzas and free offers from companies like Sun TV. If other DTH players are
ready to compromise a little of their profits and offer simpler packages targeting the average
Indian households, the industry will become more competitive and achieve its goals.

The DTH category is expected to grow by 80% in the next 5-6 years.

Source: - AC Nielsen Customer Satisfaction study,April2007

BRAND POSITIONING AND VALUES

POSITIONING: Tata Sky is the DTH service provider with the best customer service to ensure no
family will ever miss a minute of entertainment and relaxation with loved ones. They have
positioned the product with the best pricing offered by the competitors in market .Moreover
they do offer different kind of packages according to the suitability of consumer. For example
if a person is from south side he will be talking south economy pack which gives channel up to
65 .They offer economy pack which gives 74 channel .supreme pack give economy pack +
music channel . Hence they are also positioning its product according to suitability and money
of consumer.Now Tata Sky has a quarter of the 20 million DTH customers in the country.

BRAND MANTRA USED BY COMPANY

“Isko laga dala toe life jingalala”

This brand function on principle that consumer satisfaction is must if there is consumer
satisfaction then there will be overall growth of business .considering this mantra they are
focusing on youth market by means of co branding like games musics etc .

Factors they primarily focus on

Physique: Access to entertainment World class technology from “SKY” Light weight box
Personality: Tata sky completely focuses on Fun and young generation and subsequently
Enhances Trustworthy
Relationship: Making life ‘Jingalala’(complete and fun)Developing Reliability Simplicity
Trustworthy: Trust and Innovation is the key mantra of Tata sky. Having Family
Orientedconcept
Self image: It is presumed that Tata sky technologies are up-to-date so as a consumer
everybody like the updated technologies.

BRANDING STRATEGIES
It first launched a set-top box with a recorder called Tata Sky Plus in 2008. . Tata Sky Chief
Marketing Officer Vikram Mehra says that as many as 10 per cent of Tata Sky's new customers
opt for Tata Sky Plus. This has helped the company drop Tata Sky Plus prices to Rs 5,999.
Pulsing is an effective strategy as it will enable the company to advertising continuously as well
as at low-weight
Levels which help reduce the cost. This form is suitable for the communication strategy as the
strategy involves
Educating the target about TataSky’s customer service initiatives.
 Considering the increasing competition, it will be important to keep TataSky fresh in the
consumer’s mind.

The media schedule will consist of:

 TVCs in major General Entertainment Channels, regional TV channels and DD;
 Insertions a week – 2 in mainline print media, 1 in a lifestyle magazine.
 Awareness camps should be organized regularly in malls. e-Marketing should be an on-going
activity
throughout the year.
 Promotional campaigns can be held for members of Tata Sky's forums to encourage users to
sign up
on them and to generate excitement.

The promotional strategies suggested are:

1. Packages for Special Events like the cricket World Cup
2. Targeting Tata employees could be a useful way pr promoting the product
3. Give the option of instalments and other promotional schemes to the new users
4. Tie up with real estate developers to target the new constructions
The number of old buildings being demolished and being reconstructed are also on the rise.
5. Door to door marketing should be used to heighten the awareness levels as well
6. Local Games Sponsorships can also be used to increase the awareness levels
7. Another way could be using the prominent part of the Building for placing Hoardings of Tata
SkyAds
a. Finding the strategic building in the locality
b. Consideration can be in form of cash payment to the Housing society
c. Providing free connections to Households in these buildings
8. Another new avenue that can be explored is the railway stations:
a. Posters on railway station roofs
b. Tickers at Major suburban Railway stations
9. Use of Internet- Applications which involve sharing of videos on how one consumes TV,
benefits of DTH over cable TV, etc. across social networking sites like Orkut, ibibo, etc.
10. 'Ek-pe-Teen and Do-pe-Paanch' the offer entails three months of free subscription on the
purchase of one connection, and five months of free subscription on purchase of two or
more connections.
11. Tata Sky launched an interactive game quiz featured around MS Dhoni to coincide with the
Twenty20 World Cup.

Through our communication strategy we are communicating with our target group at various
levels and using various Media mix.

Broadcast: Primarily Television commercials and radio will be used to grab the attention of the
target and make them aware about Tata Sky’s customer service initiatives.
Print: Print ads will be used to educate the target about how can he use customer services and
how Tata Sky’s superior customer service would enhance his Television viewing experience

Awareness Camps: Awareness Camps in the stores and malls will help create a platform
through which awareness, education and promotion can be spread at the same time.
These awareness camps will educate the customer why they need to have a Tata Sky DTH
service and how Tata Sky’s unparalleled customer service will ensure uninterrupted television
viewing, when they want it.
Internet: The Internet is used as an online platform through which we can spread awareness,
educate and promote our services to the target group. This is an online platform through
which consumers can even address problems to Tata Sky. A forum for consumers should be
maintained on the Tata Sky website. This will not only give the company advance warning of
problems with its products, but also give consumers a feeling of commonality and belonging to
a community. Social Networking sites are being leveraged to educate customers and solve any
problems they may face while using Tata Sky. Here we can create an animated Amir Khan who
will have a profile on all networking sites and forums, he will be on friends list of all the
TataSky users registered and will address all their problems to this animated virtual friend as
well as ask for advice while purchasing a DTH service provider. (This will help the company to
be a part of the information search stage of consumer’s decision making process)

Buzz Marketing: Buzz Marketing is an important tool which should be exploited as it was
noticed during the research that our target group relied on third party recommendations to
make the decision to buy. The Internet and Awareness camps will ensure third party
recommendations.

By applying strategic branding management, Tata Sky has got success in making it’s image in
the minds of customers and following benefits have been awarded: -
Better perceptions in terms of performance.
More loyalty towards the brand.
Increased market share and hence profit.
Greater co-operation and support.
Increased marketing communication effectiveness
Less switching possibilities towards competitive brands.
Five Key Brand Elements of TATA SKY
 Brand Position

what organization does and for whom, what your unique value is and how a customer benefits
from working with you or your product/service, and what key differentiation you have from
your competition. So TATA SKY positioned themselves as a customer oriented brand. They are
providing the packages for the customer according their choices.They are trying to provide
high quality DTH service for their customers in comparison than their competitors.

 Brand Promise

The Brand Promise of TATA SKY is that they are providing superior picture quality and quality
signals as compared to the other operator’s , as there were many complains of signal
distraction during rains which is null in tata sky.

 Brand Personality

They are using TATA & major European DTH player SKY as brand name. Moreover TATA SKY is
a joint venture of star television network. As far as the promotion and advertising is concerned
“AAMIR KHAN” is promoting the TATA SKY. So By this way they are trying to make the
personality of TATA SKY. Moreover they are using an exclusive logo and distinctive tag line to
make the personality of this brand.

 Brand Story

The Brand Story illustrates the organization's history, along with how the history adds value
and credibility to the brand. It also usually includes a summary of products or services
including the core competencies of the brand or the parent company itself. For example the
parent company of Tata Sky is TATA group and SKY Network which have a long history in the
past in India and abroad respectively, moreover the free channel support from the joint
venture company star network which well known in India.

 Brand Associations
 Brand Associations of the Tata Sky are specific physical artifacts that make up the brand. This is
the brand name, logo, colors, taglines, fonts, imagery, etc. The brand associations of Tata Sky
must reflect brand promise, ALL of brand traits of Tata Sky, and support brand positioning
statement.

The SKY brand owned by the UK based British SKY broad casting group, brings to TATA SKY the
reputation of more than 20 years experience of satellite broadcasting. SKY is well known for
the innovative products and services launched by BSKyB.

 Brand Traits

1.The brand excels at delivering the benefits customers truly desire

2. The brand stays relevant

3. The pricing strategy is based on consumers' perceptions of value

4. The brand is properly positioned

5. The brand is consistent

6. The brand portfolio and hierarchy makes sense.

Most companies do not have only one brand; they create and maintain different brands for
different market segments.

7. The brand makes use of and coordinates a full repertoire of marketing activities to build equity
A brand is made up of all the marketing elements that can be trademarked - logos, symbols,
slogans, packaging, signage and so on. Strong brands mix and match these elements to
perform a number of brand-related functions, such as enhancing or re-enforcing consumer
awareness of the brand or its image and helping the product to protect the brand both
competitively and legally.

8. The brand's managers understand what the brand means to consumers.

9. The brand is given proper support, and that support is sustained over the long run

10. The company monitors sources of brand equity

Brand awareness: -
It includes two things: - Brand recognition and Brand recall.
 Brand recognition means how consumers confirm your brand when given the brand as a cue
i.e. how they discriminate your brand. Here in DTH services, Tata Sky has set standards so
switching to other brands is less.
Brand recall means how customers retrieve the brand from memory when given opportunity
among different product categories.
Brand Image: - It can be created by marketing campaigns that link strong, favorable and
unique associations to the brand. Also brand attributes like “learning English speaking”,
“request for favorite movies”, regional/local channels, etc. have helped Tata Sky in terms of
positioning itself in the customers and also penetrating more deeply into other segments of
the society.
However, Brand benefits also help in attaching the customers towards the brand. Thus, Tata
Sky provides subscription and recharge benefits to customers and hence making them loyal
towards the brand.
Brand Associations: - These associations are according to the desire of the customers and
hence it is necessary to successfully deliver them by products or services. Tata Sky convey
them by marketing campaigns i.e. to make a good impression of reliable, efficient, colorful and
convenient brand.

Customer Based brand equity: - CBBE is defined as the differential effect that brand
knowledge has on consumer response to the marketing of that brand. In other words, the
power of a brand lies in what resides in the minds of the customers. Thus a brand with positive
CBBE might result in consumers more accepting/appealing towards a brand extension, less
sensitive to price increases.
However, in case of a negative CBBE, consumers react less favorably to marketing activities for
the brand.
CBBE model includes majorly four things into consideration: -

(1) Identity: Who are you?

Tata Sky is into the services of DTH services.

(2) Meaning: What are you?

Tata Sky wants to connect every Television home, empowering every television viewer and
revolutionizing home entertainment. Tata Sky also has more than 1,500 exclusive franchise
outlets with a service called BOB, or boy on bicycle, for home deliveries. Tata Sky has three
different call centres at Pune, Mohali and Hyderabad with almost 1,300 people. Over the last
one year, the company had four different recharge offers for the existing consumers such as
giving away Rs 300 worth of content free for every recharge of Rs 300. Some company sources
says “Only 15 per cent of our recharges are actually vouchers that people have to buy from a
shop; 85 per cent of it happens over SMS, the web or call centres which are even equipped
with voice-recognition software. These are convenient options for the customers”. So they
have customised the services to the way subscribers want them to be.
(3) Response: What about you?

Tata Sky is spending a good amount of money on the content, either through one-time
payments or shared revenues. They are the only player who can claim more than 2 million
purchases in the three years of operation. Movie after movie, so they realize any movie which
is released on Tata Sky has a much bigger buy-rate than other platforms. Movies, interactive
services and a programming guide in Hindi, Tata Sky believes, have widened its base beyond
the larger cities. Since 2009, it has been getting more than 50 per cent of its volumes from
outside the 50 top cities. Every Monday morning, employees report to senior level officials
what is the percentage of field repairs that were addressed within 24, 48 and 72 hours. So this
shows that they are totally customer oriented services.

(4) What about you and me?

It is the only operator which charges for all its interactive services since its launch in 2006. It
provides these for free with the exception of movies on demand. It was found that parents
wanted their children to learn something out of the themes that they were fond of watching
on TV, such as cartoons on Disney and Turner. Tata Sky tried to deliver same content. Apart
from nursery rhymes, mathematics and general knowledge, there are also craft lessons from
Pogo, for instance. This service has thus found 500,000 takers.

They have also introduced the latest service that teaches English. A large number of
housewives felt their lack of confidence in speaking the language hampered their interactions
with their children but now they are being benefitted from this initiative of Tata Sky. The
mothers were happy to learn in the confines of their bedroom. Research also showed that a
full course could create tension with the husband who would keep a tab on the wife's
progress. Sources claim that 100,000 people have signed up for the service of English teaching
and another 1,500 or so are joining every day. These services have been priced at Rs 30 a
month but one on cooking is at a slight premium.
 BRAND MANAGEMENT OF TATA SKY
1. REVOLUNISE TELEVISION VIEWING
TATA SKY is offering a variety of channels ranging from entertainment, sports, movies, music,
news, documentation in DVD player and CD quality sound.

2. EXTENSIVE CUSTOMER SERVICE NETWORK

It is using 3000 service engineers in call centers to provide the good service for their
customers. TATA SKY takes direct responsibility to provide its vouchers, hardware through
popular consumer electronic stores to enhance customer convenience.

3. OFFERING
TATA SKY offers all popular television channels with local language channels according to the
demand.

4. PARTNERS
It has so many valuable partners for ex. TCS, THOMSON AND HUMAX world leaders in digital
broadcast technology, SUN MICROSYSTEMS, NDS(leading provider of technology for pay
television) etc.

5. INCEPTION AND HERITAGE

TATA SKY is joint venture between the TATA group and STAR. So its providing good experience
to its customer through its satellite TV service.

6. TATA BRAND
TATA Group is one of india’s largest and most respected business group. It comprises
operating companies in seven business sector Information systems and communications,
engineering, materials, services, energy, consumer products and chemicals.

7. SKY BRAND
The SKY brand owned by the UK based British SKY broad casting group, brings to TATA SKY the
reputation of more than 20 years experience of satellite broadcasting. SKY is well known for
the innovative products and services launched by BSKyB.
 It is also true that any operator has to acquire 5 to 6 million subscribers, who should each pay
Rs 300 a month, to break even and Tata Sky is about to do that in order to have a remarkable
market share in this DTH industry.

Competitive Brands under Consideration

Basically there are four major players in this DTH service industry. These are (1) Tata Sky, (2) Dish
TV, (3) Videocon D2H, (4) Reliance Big TV.

They all provide different types of offers to tackle this cut-throat competition from all the players as
well as other broadcasting agencies like Doordarshan, Cable TV, etc. For example: -

Tata Sky for only at Rs.999: - Buy 1yr Subscription & Save Rs 2479 Limited period offer. Order now!

Dish TV Diwali Offer: - Pay Rs.990 = Get Rs.990 with 100% cashback Offer @ DishTV. Order Now!

Videocon D2H new offer:- Subscribe @ Rs. 888 & get 1 month Diamond pack worth Rs. 292 Free.

Reliance Big TV: - Bring Home Digital Picture & Sound of Reliance BIG TV at just Rs 990/-

Reliance Big TV v/s Dish TV v/s TATA Sky: - Based on the poll results of “which services are better”?
Then the people voted as shown below: -

Name No. of people %

Reliance Big TV 2401 36.72
Dish TV 1808 27.65
Tata Sky 1812 27.71
Others 518 7.92

Initially Dish TV got the first mover advantage and had got highest amount of market share but later
on Big TV has overtaken Dish TV in terms of people preference.
So Tata Sky MD/CEO(Vikram Kaushik) said in an interview “The price war has come at an early stage
of the DTH game”.

At the end of the day, DTH is a subscription-based business. Long-term health will depend on
subscription renewals. "You have to have a healthy relationship with the subscriber, where he
should place adequate value to what you offer and he should be willing to pay you," says Kaushik.

"If he continues to seek only the cheapest product available, then he is not the kind of subscriber to
give you that value. In fact, it is a dangerous subscriber to acquire because he might churn out."

Tata Sky thus wants customers who are willing to pay a small premium for more value. It has put in
place a segmented strategy with products, services and features aimed at different segments,
skewed of course towards the quality-conscious subscriber. Tata Sky also works on some categories
to target and attract customers according to the income level and residing cities/towns/villages. So
they say that two-thirds of all Tata Sky customers are from socio-economic category A, and another
one-third are from B plus.

Porter’s Five forces model of Tata Sky

Bargaining Power of Supplier is High.
DTH relies on three major suppliers: Customer Premise Equipment – Satellite dish, Set top box and
Access Card. Bargaining power of DTH operator with CPE supplier has increased due to supply.
Transponder is provided by Astrix, ISRO hence dependency exists and due to no regulations in
channel pricing, DTH operators are at mercy of Broadcasters.
Bargaining Power of Buyer is High.
Consumer has the power to choose in this industry with variety. Unless players can differentiate
against each other, the market shall remain mostly homogeneous. Customers will have high
bargaining power and will be influenced by costs versus services.

Threat of Substitutes- Medium

DTH faces major competition from Terrestrial, Cable & IPTV.

Threat of New Entrants is Low

With many players in the DTH space, threat of new entrants is low due to enough competition. Also
first mover advantage exists in this industry.

Competitive Rivalry is Medium

With many players established in the market inter firm rivalry is not so intense but it is increasing.

SWOT Analysis
Strengths
1. Leveraging on brand TATA and High brand recall
2. Superior Picture quality
3. Introducing new packages & Services
4. Customer services
5. Rural penetration through ITC E-Choupal and Godrej Aadhar
6. Interactive channels and program guides
7. Innovative Product offering Tata Sky Plus

Weaknesses
1. Second Mover after Dish TV who captured Market Share
2. Cannot match free service like DD
3. Currently Does not offer free Set Top Box like Dish TV

Opportunities
1. Larger disposable incomes with India
2. Tapping niche markets with better service and Product offering
3. Expansion of distribution network through exclusive stores
4. Increase in number of TVs sold
5. Increase in the geographical boundaries with Rural Market untapped
6. Growing demand for quality of service in the form of DTH over Cable
7.Value Added Services are gaining steam.

Threats
1. Cable Set top Boxes provide easy switching due to negligible switching costs
2. Increasing Competition internally
3. Dependency on broadcasters for their channel content and thus increase in cost
4. Cap on foreign Investment (49%)

Impact
• Subscriber base expected to increase 1 million each year to reach 8.0 million by 2011
• DTH business is expected to grow from Rs 0.19 billion in FY2007 to Rs 3.84 billion in 2011
• Likely to achieve EBITDA margins of 25% by 2011, from negative EBITDA margins in FY2007 of
Rs. 0.18 billion
• Funding over the next 4 years – Rs. 20 billion through a mix of debt and equity
• Break-even expected by FY2010-11

Recommendations
New services and technologies can be imbibed like:

1. Common Dish per house for Multiple Television sets

2. Combined Product with Television - Rural Areas , especially and Niche Segment Targeting if
Combined with LCDs
3. Connectivity with other digital Monitors like Laptops for Commercial Usage
4. Guide can be displayed in Multiple Regional Languages
5. Voice over in Multiple Languages (Currently limited availability in for some programs)
6. Interactive Video Games (with consol)
7. Inclusion of Radio Reception. Development of Visual Radio service.
8. Variety in Movie Listing with Bollywood, Hollywood and Regional Channels
9. Special channels for Songs Request like Jukebox could be launched
10. Stock Market related interactive service on Active
11. Staff of cable operators be made the distributors for Tata Sky (familiarity with people)
12. All distributors be given a status of Tata Sky employees
13. Attractive options be given to them to become distributors
14. Strategies for the rural sector can be:
a. Customizing offering
b. Combination of various national channels with regional channels
c. Educational Package
d. Appointing the village head as Distributor and the promoter as the villagers tend to listen to
village head
References :-

1) GOOGLE
2) AC NEILSON CUSTOMER SATISFACTION STUDY
3) TATA SKY WEB SITE
4) WIKIPEDIA