PREFACE

The PGDM programme is well structured and integrated course of business studies. The
PGDM programme provides student with a fundamental knowledge of business and
organizational functions and activities, as well as an exposure to strategic thinking of
management.The dissertation report is an integral part of this PGDM course which gives
us the knowledge of industry environment well and theoretical concept which applied by the
industry players. The main objective of this dissertation report at PGDM level is to develop
skill in student by supplement to the theoretical study of business managementin general. Here
we analyze the market situation of the industry on the basis of market situation, data collected
by which we come to the strategic implementation of the organization in the industry.The
dissertation we have to do on the topic to the field of our interest in the future where we have to
prepare a project report. I have done my dissertation on the
topic of INDIAN DTH SATELLITE TV SERVICES: A COMPARATIVE STUDY
OF
VARIOUS DTH SATELLITE TV PLAYERS WITH CABLE TV IN GHAZIABAD
REGION. During this project I have got a lot of knowledge of this industry &
about
this market also. In this project I have analyze why people switch over or want to switch over
their TV network from Cable TV network to DTH satellite TV network. I have done the factor
analysis to analyze the impact of various influencing factors to that switch over. And also find
out various substitutes and their position in the market. In this project I have give so many
recommendation on the basis of the analysis whichis the implementation of the strategic
thinking.This research work helps me to challenge the competition in this competitive
market.Understand the consumer first is very important in present market scenario. So to
do this research work is very important on the basis of the market situation,
marketenvironment, buying behavior & so on. This would help me immensely in my
futurelearning of marketing.

CHAPTER 1 - INTRODUCTION
1.1
INTRODUCTION:
In earlier days there was only one TV channel in India the Doordarshan,
Channel doordarshan was owned and operated by government of India. In those
erasevery home which had a TV set used to have its own antenna to capture the
signals.The Cable Television Ordinance Law was passed in January 1995. This
enabledcable operators to feed channels and later on private companies were
allowed to air theirown channels and this led to the explosive growth in number of
TV channels and numberof cable operators. The growth of TV channels & cable
operators created a big industryand market opportunities.Until few years back there
were as many as 1,00,000 cable operators across India.However the services
provided by cable operators were poor. The strikes, increase intariff plan, selective
broadcast and poor services were major cause of dissatisfactionamong the
customers. This has created an opportunity for DTH, which serves animmediate
threat to the high-end cable networks. Some of the key players in the industryare
DishTV by Zee group, TataSky joint venture of Tata & Star TV, Big TV by
AnilDhirubhai Ambani Group, Digital TV by Bharti Tele media, SUN Direct from
thepromoters of Sun TV. There are some other companies who are contemplating
to starttheir own DTH like Videocon.The Indian market was till now dominated by
the presence of local cable TVoperators and had complete monopoly over it. DTH
opened an option for IndianConsumers to opt for the satellite service to obtain
television channels direct to theirhomes without any intermediaries. It also
provided several value added services toenhance their television watching
experience.Still, as DTH is still a relatively new category and most people were
hesitant toexperiment with it. While Indian consumers were not completely
satisfied with theircable services, they did not feel the need to switch over to any
other means of entertainment. It was therefore imperative for companies such as
Tata Sky, Dish TV,Reliance BIG TV, SUN Direct, AIRTEL Digital TV, DD Direct+
& Videocon d2h toeducate the consumers about the advantages of the service and
in turn create an urge toinvest in it.There is an immense opportunity for DTH in the
Indian market. The opportunityin India almost 10 times that in developed countries
like the US and Europe. For everychannel there is a scope for broadcasting it in at
least ten different languages. So everychannel multiplied by ten that is the kind of
scope for DTH in the country.The way DTH reaches a consumer's home is
different from the way cable TVdoes. In DTH, TV channels would be transmitted
from the satellite to a small dishantenna mounted on the window or rooftop of the
subscriber's home. So the broadcasterdirectly connects to the user. The middlemen
like local cable operators are not there inthe picture.DTH can also reach the

remotest of areas since it does away with the intermediatestep of a cable operator
and the wires (cables) that come from the cable operator to yourhouse. As we
explained above, in DTH signals directly come from the satellite to yourDTH
dish.DTH offers better quality picture than cable TV. This is because cable TV
inIndia is analog. Despite digital transmission and reception, the cable transmission
is stillanalog. DTH offers stereophonic sound effects. It can also reach remote
areas whereterrestrial transmission and cable TV have failed to penetrate.Apart
from enhanced picture quality, DTH has also allows for interactive TV
servicessuch as movie-on-demand, Internet access, video conferencing and e-mail.
But the thingthat DTH has going for it is that the powerful broadcasting companies
like Star, Zee, etcare pushing for it.In DTH, the payments will be made directly by
the subscriber to the satellitecompany offering the service. A big problem that
broadcasters face in India is the issue of underreporting of subscribers by cable
operators.

1.2
OBJECTIVES OF THE STUDY:
To study the reasons behind the switching over of multi TV channel users
fromcable TV to DTH services.There are so many reasons behind this switching
over. People sometimes think that both network operators give various channels
but it is the picture qualitywhich differentiates those. Sometime pay only for those
channels which you needis also a reason for that switch over. So here we want to
study the reason behindthe switching over of multi channel users from cable TV to
DTH TV.