VideoconD2H vs Tata Sky DTH Comparison

[comparative study on VideoconD2H & TATA sky ]
SUBMITTED TO:
DR. Virendra swaroopINSTITUTE OF professional

STUDIES
FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT BACHELOR
IN BUSINESS ADMINISTRATION(B.B.A.)
SESSION 2018-2021
PROJECT GUIDE: Submitted by:
MR.x rishika kathuria
Roll no. M0327014
b.b.a. 5th sem
DR. VIRENDRA SWAROOP INSTITUTE OF PROFESSIONAL STUDIES Page 1

Acknowledgment
It gives immense Pleasure & Happiness to acknowledge my deepest sense of
gratitude
First of all, I would like to thank GOD almighty for everything, I am towards all
those who helped me in the successful completion of this project. Also grateful to our
PRESIDENT Sir Mr.P, Group Vice PRESIDENT Mrs. VP, PRINCIPAL MR.PR SIR,
for their able guidance.
Special thanks to my project guide MR.PG, My Family & Friends for their
continuous guidance, support & motivation without them my project report would not
have been completed.
Rishika kathuiria
Roll no. MO327014
B.B.A. 5th SEM

DECLARATION
I, Rishika Kathuria student of B.B.A 6th sem (university roll
no.M0327014) at SRSFGC hereby declare that I have completed
my research report on the topic titled “A COMPARATIVE
STUDY OF VIDEOCON D2H & TATA SKY” as a
compulsory part of my course curriculum.
The information provided in the report is original and
has not been copied from anywhere.
This report is not submitted to any other university/institute

for the award of any other degree/diploma.
RISHIKA KATHURIA
Roll No:-M0327014

COMPARITIVE STUDY ON VIDEOCOND2H & TATA SKY
Executive Summary
The development of the Direct to the home sector has experienced a
major process of transformation in terms of its growth, technological
content and market structure in the last decade. Any successful company
is because of its reach among customers which is possible through the
effective tools through which a company communicates and attract its
customer. Videocon d2h & Tata Sky is the most famous brand and has a
sophisticated place and market leader position in the mind of the
customer. This is due to its strong brand image.
The attempt behind this project was to find out the effectiveness of
Videocon d2h & Tata Sky as a brand over the retail outlets and its
competitive 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.

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), Tata sky seems to be uninterested
for now, but with more and more people switching to Videocon d2h,
they may have to take drastic action soon.

INDEX
 Introduction
 Company Profile
 Videocon d2h
 Tata Sky
 Importance and Scope
 Research Objectives
 Hypothesis
 Research Methodology
 Findings
 Suggestions
 Limitations
 Webliography
 Annexure
Questionnaire


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 percent. 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 have 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 a better quality picture than Cable TV.

• DTH can reach remote areas where terrestrial transmission and cable
TV have failed to penetrate.
• DTH has also allowed 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 Videocon d2h and Tata Sky are the main market
holders.
Videocon d2h is a DTH satellite television provider in India based in

Mumbai, using MPEG-4 with DVB S2 digital compression technology
Videocon Leasing & Industrial Finance Limited was incorporated on 4th

September 1986 as Adhigam Trading Private Limited. In terms of the
necessary resolutions
Passed under Sec. 21 of the Companies Act, 1956, the name of the
Company was changed to Videocon Leasing & Industrial Finance Limited
on 14th February 1991. The Company received a fresh certificate of
incorporation from the Registrar of Companies, Gujarat at Ahmedabad
on 14th February 1991.
Videocon d2h launched May 1, 2009. it came with a very good strategy
for selling both of its electronic products like TV's DVDs along with the
new set-top box. This is offering direct to the TV without any set-top
box also. Only the antenna is enough, it also came with DVD which is
connected directly to the TV or antenna is connected to DVD which
gives the best quality of output.
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.
Videocon D2H
Videocon d2h, the DTH arm of

Videocon group is the fastest growing
DTH service provider in India.
Videocon d2h has 400+ Channels and
Services on its platform. It uses MPEG –
4 DVBS -2 technology. It has many
features like Multiple Tickers, 12 PIP
Mosaic, 21 Active Music Audio Video
Channels, d2h movies. It carries 15
sports channels and all GEC channels on its platform.
Videocon d2h has been awarded the 4th most successful brand
launch of the year 2009 across all product categories in the
Brand Derby survey carried out by Business Standard. Along
with HD, subscribers will also be able to enjoy 3D content and
experience the new world of television entertainment on our
HD-Digital Video Recorder with 3D.
In addition to all popular television channels, the Videocon d2h

platform will offer many new features and interactive services,
thus providing a wonderful viewing experience to consumers.

Vision
To be a DTH category innovator with most advanced products and

services
Mission
To strive towards making brand Videocon d2h, the highest top of the
mind recall in the DTH category with the strongest brand equity and
most satisfied customer base
Technology and Infrastructure
We use state-of-the-art MPEG-4 technology, which permits high

compression for video and DVB-S2 technology, which allows more
efficient transmission of satellite signals. We currently lease eight
transponders with the Ku-band space capacity on the ST-2 satellite of
SingTel. This technology and access to these eight transponders allow us
to transmit over 400 channels and services.
To consolidate programming content, ensure its digital quality, and

transmit that content to our satellite transponders, we have a digital
broadcast center, located in Greater Noida. Substantially all of the
functions necessary to provide satellite-delivered services occur at our
digital broadcast center. Programming is received by our digital
broadcast center from channel or content providers via satellite, which is
then decrypted. Equipment at our digital broadcast center then digitizes,
compresses, multiplexes compresses and encrypts all of our
programming signals into digital video streams prior to uplink to the ST-
2 satellite of SingTel. The equipment we use has been sourced from
vendors who we believe are industry leaders such as Harmonic
International Limited for compression, Evertz Microsystems Limited and
Harris Communications Limited for baseband, Irdeto B.V. for encryption
and General Dynamics SATCOM Technologies for uplink. We also
operate a subscriber management system at our digital broadcast center
in Greater Noida.
We entered into the Ku-Band Lease Agreement, with the Department of

Space for the lease of Ku-band space segment capacity on the ST-2
satellite of SingTel. We currently lease eight 54 Mhz transponders of the

ST-2 satellite. Under the Ku-band Lease Agreement, the Department of

Space is required to make available to us the Ku-band space segment on
a “24 hours a day, seven days a week” basis, for the period of the lease
and in the event of any technical non-compliance of a satellite
transponder, the Department of Space is required to provide an alternate
transponder to us at the same orbital position with similar technical
performance and specifications. We are not allowed to assign any of our
rights or delegate any of our obligations under the Ku-band Lease
Agreement without the prior consent of the Department of Space.
Further, we are not allowed to sub-lease the leased capacity without the
prior consent of the Department of Space, except to group companies
and affiliates.
Under the Ku-band Lease Agreement, we are required to pay to Antrix

Corporation, the commercial division of the Department of Space, the
cost of transponder provisioning charges for eight transponders on the
ST-2 satellite, contract management charges and the amount of income
tax to be withheld on the full transponder provisioning cost, as
applicable.
The Ku-band Lease Agreement will stand terminated if the DTH license
granted to us by the MIB is not renewed after expiry or is canceled by
the Government of India. Any termination of the Ku-band Lease
Agreement due to non-fulfillment of payment obligations by us or due to
cancellation or non-renewal of the DTH license does not absolve us of
liabilities incurred under the Ku-band Lease Agreement, accrued till date
of termination. Upon the termination of the Ku-band Lease Agreement
or the end of the lease period, the use of the leased capacity so
terminated or expired unconditionally reverts to the Department of
Space.
Satellite link
Videocon d2h has 8 transponders on Satellite ST-2. Videocon d2h

is aligned at 88° East on the Clark Belt. It has the best Satellite Footprint
across India covering even the remotest area which in turn makes its
signals best in the industry
ST-2 is a telecommunications satellite made by Mitsubishi Electric. It

was launched on May 20, 2011, atop an Ariane 5 ECA rocket

from ESA's Guiana Space Centre in a dual-launch mission with GSAT-

8. an ST-2 is a replacement for the ST-1 satellite. It is built around the
DS2000 spacecraft bus. It is in geosynchronous orbit at 88 deg. East, and
is operated by the ST-2 Satellite Ventures joint company of Singapore
Telecommunications(SingTel) and Chunghwa Telecom Company. It
provides relay services over the Middle East, Central Asia, India, and
Southeast Asia
performance (i.e. high receiver G/T figures) allows the use of
small uplink antennas and/or amplifiers.
Salient Features of ST-2
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
(75-90cm) or obtain higher throughput with existing antennas.
3. ST-2 is a telecommunications satellite also equipped with extra on-
board redundancy for critical units, minimizing the 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. St-2 videocon d2h's 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 – 4 DVBS -2
technology is a standard for "the generic coding of moving pictures and
associated audio information". It describes a combination of lossy video
compression and lossy audio data compression
methods which permit storage and transmission of movies using
currently available storage media and transmission bandwidth.
MPEG – 4 DVBS -2 technology is widely used as the format
of digital television signals that are broadcast by terrestrial (over-the-
air), cable, and direct broadcast 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-4 was the
second of several standards developed by the Moving Pictures Expert
Group (MPEG) and is an international standard ( formally ISO/IEC 14496-

2). Parts 1 and 2 of MPEG-4 were developed in a joint collaborative
team with ITU-T, and they have a respective catalog number in the ITU-
T Recommendation Series.
Despite being generally well-received, MPEG-4 Part 2 has drawn

some criticism. FFmpeg's maintainer Michael Niedermayer has
criticized MPEG-4 for lacking an in-loop deblocking filter, GMC
being too computationally intensive, and OBMC being defined but
not allowed in any profiles among other things.[12] Microsoft's Ben
Waggoner states "Microsoft (well before my time) went down the
codec standard route before with MPEG-4 part 2, which turns out
to be a profound disappointment across the industry - it didn't offer
that much of a compression advantage over MPEG-2, and the
protracted license agreement discussions scared off a lot of
adoption. I was involved in many digital media projects that
wouldn't even touch MPEG-4 in the late '90s to early '00s because
there was going to be a 'content fee' that hadn't been fully defined
yet."[
Key People
Mr. Saurabh Dhoot
(Managing Director & Head of Business)
TARIFF VIDEOCON D2H
Base pack
All new and improved Videocon d2h packages are here to give
you the 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.


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
D2H MOVIE S
Now you get to make your own movie show timings. Watch the latest
blockbusters at any time of the day that you choose. Go on, stars are now
on-demand, bring them home when you want! Tune in now and change
the way you watch movies forever!
GAMING and PUZZELS
With videocon d2h’s 24x7 gaming portal, games active, don’t just watch
tv. Start playing on it.
ACTIVE MUSIC
Introducing MOD Non-Stop! A monthly pack in which you can
enjoy 16 Bollywood blockbusters at just Rs. 30 per month. That’s less
than Rs. 2 per
Mr. Anil Khera CEO

Videocon Joins as CEO of
Videocon D2Hndia Limited
Videocon d2h Limited announced the appointment of Mr. R.C. Anil
Khera as the CEO of the company.
Anil Khera initiated his career with Videocon Group in 1985 and the
progression has confirmed to trail-blazing feats at various managerial
and leadership positions. The journey of 30 years of experience in sales
and marketing in the consumer durables Industry was interesting,

challenging, rewarding and a great learning experience.
Khera was appointed as CEO for the first service company of Videocon
group namely Bharat Business Channel Ltd. (Videocon d2h) in 2008. In
Jan 2010, Videocon d2h started pan India operations. Videocon d2h, the
last entrant into the DTH market, in no time has established its place to
build on its regional content advantage and new HD functionality to
drive growth. Currently, Videocon has 6.5 million gross subscribers with
a 13 percent market share.
Khera also heads the PE Electronics Ltd. PE Electronics Ltd is a new

business unit that brings together two premium brands Philips (range of
television products) and Electrolux (range of Home Appliances) that
complement each other as a single entity under a unique brand licensee
agreement
Reliability
Videocon D2H is India's largest and fastest-growing DTH platform -
experiencing exceptional growth since the launch of its DTH operations
in 2009. Renowned for its unique security record, content security
provider aim electronics & communication has provided the platform
with smart cards for 7 years. To date, Videocon d2h has demonstrated a
significant impact on the Indian market with 8.9 million Aim electronics
& communication. Videocon d2h is a market leader in the highly
competitive Indian pay-TV market, both in size and scale of growth.
“Together with our long-term content protection Aim electronics
& communication and Videocon d2h is setting DTH standard in the
Indian market, says Mr. Rajiv Khattar, President of Projects, Videocon

d2h. Aim electronics and communication continue to provide Videocon
d2h with seamless cooperation a videocon d2hnd the core business
benefits necessary to even further develop and manage the highly
successful Videocon d2h platform; reliability, dependability and the
trustworthiness.”
In Delhi for the contract signing, CEO of Aim electronics and
communication, said " Videocon d2h is a market leader and highly
innovative DTH operator. Aim electronics and communication is pleased
to continue our long-standing partnership providing Videocon d2h with
world-class content protection and the flexibility needed for bundling the
best products and services for sustaining and growing a successful
operation. Aim electronics and communication provide Videocon d2h
with full operational security as well as renowned Aim electronics and
communication fingerprinting and chipset pairing technology.”
Videocon d2h 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. Aim electronics and communication provides the
content security necessary to ensure operational success.

Communication &
Marketing strategy
• Positioning: "Videocon d2h’s tagline initially was Direct Hai Correct Hai
which was later changed to “Digital DTH Service” in Nov 2011.
• Use brand ambassador extensively to convey the brand image
Advertising & Marketing Strategy Videocon d2h
1 Segmentation: Launch as per area, region, geographical location, etc.
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 degrees approach
7 TVC, Print, Radio, outdoor, point of sale, etc.
8 Reinforcing attributes of the brand and reiterate its positioning

9 Emotional Appeal
Benefit of choice
Media Planning
Broadcast Timing

As it is targeted to common people whose existing users are of
cable tv. Mainly, these people are showing entertainment channels
such as Zee TV, Sony TV, Zee Cinema, etc. channel. And for that,
the broadcast time mostly prefers for in between the TV serial or
movie. There is no fixed time.
The time duration of the advertisement
The timing of the ad is 44 seconds. Due to constraints of budget
and broadcasting frequency the company has to edit the time
duration of the ad.
Frequency of advertisement
There is no any particular frequency. It depends on the situation
and movie time.

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 an 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 the 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 program

while watching another, pause, fast-forward and rewind a live telecast
and review a TV program. Also, Tata Sky+ provides service
using MPEG-4 digital compression technology.) 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 a 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's MD & CEO Vikram Kaushik. Vikram Kaushik has
more than 30 years of experience in consumer sales and marketing. He
worked for some of India's 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.
Satellite used
INSAT-4A
Launched in December 2005 by the European Ariane launch
vehicle, INSAT-4A is positioned at 83 degrees 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 mainland
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, an 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 HomeDigital 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 lossy video compression and lossy 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 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 catalog 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.

TATA SKY’S MARKET
SHARE


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 certification confirms that every
transaction carried out through Tata Sky’s 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.
HEADQUARTERS 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 color 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 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 of 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 India’s highly acclaimed actors, as a brand
ambassador. Aamir Khan is the highest-paid brand ambassador today.
BRAND AMBASSADOR -
TATA SKY
Aamir Khan, one of India’s highly acclaimed actors, as a brand
ambassador. Aamir Khan is the highest-paid brand ambassador today.
His contract with the 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 caliber 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 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 learned through
the week can be revised on weekends. The content for this service is
provided by the British Council.
Active Mall
Now, you can buy electronic appliances, household goods, and
even mobile ringtones & wallpapers, at the press of a button! That's
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 child's learning process
at home through a host of fun learning games, rhymes, and art & craft
activities. Now children can also enjoy their favorite Disney characters
Active Stories
A television-based storybook that children can read and
listen to at
their own pace. The service features new stories in English and Hindi
every day from the likes of Panchatantra, Jataka Tales, and Hitopadesh.
Now children can also enjoy their favorite Disney characters like Mickey

Mouse, Cinderella, Aladdin, Winnie the Pooh and more on Active
Stories. You will now be able to listen to your favorite 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 child’s general
knowledge.
Active Cooking
On Active Cooking, you can get your favorite 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.
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 a lot of options of games to choose
from.
Active Doordarshan
DD Gujarati/ DD Saptagiri/ DD Punjabi/ DD Kashir
Active Star News
Control how and when you want to watch the news. Go directly to
headlines, top stories, features.
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.


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 percent 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 isn't 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 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 the subscription to the DTH
provider's 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 the 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
- Active Games. The service aims at providing over 50 different games
throughout the year on Tata Sky Active 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 update the catalog 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 Active 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 Active 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."
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 Active 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 centers, 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?
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 a 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.
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 the DTH industry in the country, Mehra
said DTH subscribers in the country are expected to be in the range of
40-45 million in the 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 have a wide array of channels and programs.
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 kid’s
genre with the summer vacations starting and has introduced offerings
like puzzles, games, and content like Hannah Montana.
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 center
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 center 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
8-million 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 & 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.
TATA SKY PROMOTIONAL

CAMPAIGNS
Brand Ambassador promoting Tata Sky+

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/-

Brand Ambassador promoting interactive services from Tata Sky, i.e.
Tata Active
Roadside promotional campaigns from Tata Sky

The picture above is among the most recent campaigns from Tata Sky

Advertisement for the choice of packages
Installation service from Tata Sky
Promotional Banners from Tata Sky

Tata Sky’s sentimental promotional campaign
Active 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 a market
lead
 Provide delighting VAS
Tata Sky- an overview
Most Wanted Features
 Reminder for a favorite program

 On-demand Movies
 Live Record / Pause / Rewind
 People want to add internet services as add on services.
 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 the poor quality of signal
 Reasons for its Failure

Bad Customer care
 Bad Reception of Some Channels
 Less advertisement in the 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
 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 the internet which will
make them unique in their category.
 They should find new ways to advertise their product.
IMPORTANCE & SCOPE OF THE

PROJECT REPORT

The project report has been prepared in order to do a comparative study
between two leading DTH service providers, what all strategies they
follow for:
 Brand Promotion
 Capturing market share
 To face healthy competition
 To be best at customer care service
 Status of the company
The scope of this report includes information about DTH, company
profile of VIDEOCON d2h & Tata Sky & also a brief knowledge about
their competitors. The market position of that company has also been
included in the scope.

RESEARCH OBJECTIVES
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 about Videocon d2h & 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.

HYPOTHESIS
A Hypothesis consists of either a suggested explanation for an
observable phenomenon or of a reasoned proposal predicting a possible
causal correlation among multiple phenomena.
NULL HYPOTHESIS
There is a positive relationship between Videocon d2h & Tata Sky.
ALTERNATE HYPOTHESIS
There is a negative relationship between Videocon d2h & Tata Sky.

RESEARCH METHODOLOGY
The methodology adopted for eliciting the data required for the
study was the 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 players 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 outlet's sellers using different brands

and their competitors were contacted. Survey research is the approach
best-suited gathering description.
The questionnaire has been used to collect the data. It contains
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 a 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 interviews administer this structured ended questionnaire.

Research design
A 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: The 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 the survey: KANPUR

STATISTICAL TOOLS USED
MEAN
In statistics, the mean is the mathematical average of a set of
numbers. The average is calculated by adding up two or more scores and
dividing the total by the number of scores.
MEDIAN
In probability theory and statistics, a median is described as a
numeric value separating the higher half of a sample, a population, or a
probability distribution, from the lower half. The median of a finite list
of numbers can be found by arranging all the observations from lowest
value to highest value and picking the middle one. If there is an even
number of observations, then there is no single middle value; the median
is then usually defined to be the mean of the two middle values.

MODE
Mode (statistics), the value that has the largest number of
observations.
AVERAGE
In mathematics, an average, or central tendency of a data set is a
a measure of the "middle" value of the data set.
There are many different descriptive statistics that can be chosen as a
measurement of the central tendency of the data items. These include
arithmetic mean, the median and the mode. Other statistical measures
such as the standard deviation and the range are called measures of
spread and describe how spread out the data is.
Random Sampling
A sample is a subject chosen from a population for investigation.
A random sample is one chosen by a method involving an unpredictable
component. Random sampling can also refer to taking a number of
independent observations from the same probability distribution, without
involving any real population.

Comparison
Videocon d2h:-
Advantages
(1) The biggest advantage of Videocon d2h is its cost. (For old or
existing customers at this point). It offers most of the popular channels at
a low cost. The highest pack costs Rs.325 per month, after which only 1
or 2 add-on packs are required to all almost all channels, unlike other
DTH where you need several Add-on packs even after subscribing to the
highest pack.

(3) The software of Videocon d2h STBs is stable at the moment. This
makes the switching speed between channels pretty fast. Also, very
fewer hang-ups of STBs reported until now. Thanks to Videocon d2h
STBs’ great software.
(4) Only Videocon d2h gives its users access to exclusive never-before-
seen international channels that are not available even in cable till now.
The platter includes MGM, TCM, and Boomerang. Airtel Digital TV
provides MGM India, unlike Videocon d2h which still carries the direct
international feed of MGM.
(5) Several new channels added recently are provided at no extra cost for
the highest pack users, except for a few channels. (Currently only for
existing or old customers). Whereas other DTH operators have added the
new launches in separate Add-on Packs.
(6) Videocon d2h has a good no of Transponders to offer more channels
to its users, including the recently contracted Protostar which means
more channels for its customers.
Disadvantages
(1) One of the biggest problems of Videocon d2h is its Customer Care
and Customer Service which is definitely not up to the mark. The CC

executives lack professionalism in their attitude and after-sales support
in certain areas are allegedly poor.
(2) Another serious issue is its video quality. Quality on several (but not
all) channels on Dish is not up to the mark.
(4) The new channel addition process is extremely slow when it comes
to Videocon d2h. It takes a huge amount of time for Videocon d2h to
enhance its bouquet offerings.
TataSky:-
Advantages
(1) India’s first and only DTH service to have made a joint venture with
a reputed international DTH brand, Sky, which is famous for its
exquisite technology.
(2) The audio and video quality of TataSky stands up to the expectations
of its users. Customers have reported about Tata Sky's true DVD quality
picture and CD-quality sound.

(3) Only TataSky gives its users exclusive access to some authentic
international channels which includes BBC Entertainment and Celebes.
(4) TataSky offers uniform volume level across all channels, unlike other
DTH services where the volume level keep varying with each channel.
(5) The STB of TataSky is stable enough. There have been very few or
no reports of TataSky STB bugs or issues to date.
(6) TataSky users argue that its Customer Service is satisfactory. Issues
are addressed on time and the after-sales support is great.
Disadvantages
(1) TataSky has too many Add-on packs. Several add-on packs need to
be subscribed to for enjoying all the channels, even after going with the
highest pack. This makes the overall package too costly.
(2) The channel strength of TataSky is less compared to other DTH
operators. This is because of the less no of Transponders purchased by
them.
FINDINGS

1) Maximum Dealers keep DTH kit and recharge facility.
2) Awareness of new connections and new recharge offers of Videocon
d2h is similar to Tata Sky and Airtel Digital.
3) There is a communication gap between the company and the dealers.
4) The availability of vouchers lies between price ranges from Rs 100 to
1000.
5) The availability of vouchers is one of the major issues among DTH
dealers.
6) EPRS system seems to be the most troublesome recharge option for
DTH.
7) In the case of Videocon d2h because of frequent trouble complaints in
the 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 the recharge process.
9) Many dealers say they recommend Tata Sky, Videocon d2h and Airtel
because they get the installation done much faster.

10) The company hasn‘t 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 center 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 confuse customers
which beings down consumer satisfaction levels.
14) There has been a growing trend of TATA SKY customers and
dealers being shifting to other major brands like Videocon d2h 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/Salespeople do not visit much and they are not receiving
sufficient support.
SUGGESTIONS

1) Increase awareness: Since there is a lack in the communication
channel, it should be tackled with care and dealers should be constantly
made aware of 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 the Tata sky and Airtel have
a clear edge over value-added services like free installation DTH needs
to mend its strategy to face this 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 Videocon d2h 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 are proving no good for Videocon
d2h as it is in a way that frustrates the customers with changes in offers
without being informed about it.

6) Voucher Availability: Make a proper channel of distribution of
vouchers. As sometimes it becomes hectic for any consumer to find a
voucher recharge dealer.
7) Visibility: Danglers create more impact on the customer's mind, it
always visible and promotes the offer and helps to recall brand
resonance.

LIMITATIONS
 Bad or poor Customer care.
 Bad or unclear Reception of Some Channels.
 Less advertisement in the initial stage.
 Less variety of channel packages.
 Failure of Telecommunication Network.
 The complexity of payment for a tariff.
 It requires a dish to be placed on the top of the roof which might not
be convenient for people living in flats.
 People are not willing to invest in DTH against cable TV.

WEBLIOGRAPHY
www.google.co.in
www.scribd.com
www.tatasky.com
www.dishtv.in
www.go4dishnetwork.com
www.indiabroadband.net
www.dthindia.com
www.wikipedia.com

Data analysis

1. What type of connection do you have at your home?
2. How many DTH connections do you have at your home?

3. How much do you like to pay for your DTH connection per
month?
4. Which DTH network do you own?

40
35
30
25
20
15
10
0
Dish TV Tata Sky Big Tv Others
5. From where did you come to know about your DTH service
provider?

6. How many channels do you get in your package?
7. Scale your satisfaction from your DTH

8. What do you like most about your DTH service?
9. What things you don’t like about your DTH service?

10. Do you easily get recharge for your DTH service provider?
11. Do you have any plans to change your DTH service provider?

12. What feature are you looking for in your next DTH provider?
13. Which DTH service provider will you switch to?

14.Which marketing scheme attracts you most?
15.What recommendations would you like to make?
A) They should improve their customer care service.
B) They should introduce new schemes to attract customers.

C) They should find new ways to advertise their product.
D) They should introduce new services like the internet which can make
them unique in their category.
ANNEXURE
Customer Feedback on 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) [ ]

3. DD National [ ] 4. None [ ]
II) How many DTH connections are there at your Home?
1. One [ ] 2. Two [ ]
3. Three [ ] 4. More than Four [ ]
III) How much would you like to pay for your DTH Connection per
month?
1. 150 [ ] 2. 250 [ ]
3. 300 [ ] 4. 350 or more [ ]
IV) Which DTH network do you own?
1. Videocon d2h [ ] 2. Tata Sky [ ]
3. Big TV [ ] 4. Other [ ]
V) From where did you come to know about your DTH service provider?
1. Newspaper [ ] 2. Banners [ ]
3. Magazine [ ] 4. Referral [ ]
VI) How many channels do you get in your package?

1. Around 50 [ ] 2. Around 100 [ ]
3. Around 150 [ ] 4. More than 150 [ ]
VII) Scale your satisfaction from your DTH service?
1. Bad [ ] 2. Average [ ]
3. Good [ ] 4. Excellent [ ]
VIII) What do you like most about your DTH service?
1. Clarity [ ] 2. Value for Money[ ]
3. Features [ ] 4. All of the Above [ ]
IX) What things you really don’t like about your DTH service provider?
1. Price [ ] 2. Poor service [ ]
3. Unclear picture [ ] 4. Other [ ]
X) Do you easily get the recharge for your DTH?
1. Yes [ ] 2. No [ ]
XI) Do you have any plans to change your existing DTH service provider?
1. Yes [ ] 2. No [ ]

XII) What features are you looking for in your next DTH service
provider?
1. Interactive [ ] 2. Quality [ ]
3. Service [ ] 4. All of the above [ ]
XIII) Which DTH service provider will you switch to?
1. Airtel Digital TV [ ] 2. Videocon d2h [
3. Tata Sky [ ] 4. Other [ ]
XIV) Which Marketing scheme attracts you most?
1. Discount [ ] 2. Promotional offers [ ]
3. Service package [ ] 4. Brand Image [ ]
XV) What would you recommend to the company to add?
1. They should improve their customer care.
[ ]
2. They should introduce new schemes to attract
customers. [ ]

3. They should find new ways to advertise their
product. [ ]
4. They should introduce new services like the
internet which
will make them unique in their category.
[ ]
__________________________________________________________
_______Thank you for your precious time


VideoconD2H vs Tata Sky DTH Comparison

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DR. Virendra swaroopINSTITUTE OF professional

PROJECT GUIDE: Submitted by:

MR.x rishika kathuria

Roll no. M0327014

b.b.a. 5th sem

DR. VIRENDRA SWAROOP INSTITUTE OF PROFESSIONAL STUDIES Page 1

It gives immense Pleasure & Happiness to acknowledge my deepest sense of

for their able guidance.

have been completed.

Roll no. MO327014

B.B.A. 5th SEM

DR. VIRENDRA SWAROOP INSTITUTE OF PROFESSIONAL STUDIES Page 2

This report is not submitted to any other university/institute

DR. VIRENDRA SWAROOP INSTITUTE OF PROFESSIONAL STUDIES Page 3

major process of transformation in terms of its growth, technological

is because of its reach among customers which is possible through the

effective tools through which a company communicates and attract its

sophisticated place and market leader position in the mind of the

customer. This is due to its strong brand image.

competitive position over these outlets, so that company would be able

and more customer and to communicate them more easily.

in 2006. It is a joint venture between the Tata Group, that owns 80%

Sky - HD) and interactive services also.

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In the clash between these two pioneers of the Indian DTH

more emphasis on new technology (as showcased by their effort at DVR

recording and MPEG-4 compression), Tata sky seems to be uninterested

they may have to take drastic action soon.

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a cultural invasion. In 1997, the government even imposed a ban when

the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about

within 12 months of getting a license. DTH licenses in India cost $2.14

capped at 49 percent. Today, broadcasters believe that the market is ripe

significantly. Overall investments required in putting up a DTH

on is that the service is coming at a time when the government is pushing

of the features of DTH service are as following:

• DTH offers a better quality picture than Cable TV.

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TV have failed to penetrate.

• DTH has also allowed for interactive TV services such as movie-on-

demand, Internet access, video conferencing and e-mail.

million subscriber households.

Videocon d2h is a DTH satellite television provider in India based in

Videocon Leasing & Industrial Finance Limited was incorporated on 4th

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

(as Tata Sky - HD) and interactive services also.

Videocon d2h, the DTH arm of

In addition to all popular television channels, the Videocon d2h

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To be a DTH category innovator with most advanced products and

Technology and Infrastructure

We use state-of-the-art MPEG-4 technology, which permits high

To consolidate programming content, ensure its digital quality, and

We entered into the Ku-Band Lease Agreement, with the Department of

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ST-2 satellite. Under the Ku-band Lease Agreement, the Department of

Under the Ku-band Lease Agreement, we are required to pay to Antrix

Videocon d2h has 8 transponders on Satellite ST-2. Videocon d2h

ST-2 is a telecommunications satellite made by Mitsubishi Electric. It