TITLE

A STUDY OF CABLE SERVICES

WITH REFERENCE TO
‘M.K. CABLE NETWORK’

PROJECT REPORT
Submitted to
University of Pune
For the partial fulfillment of the degree
Bachelor of commerce

By
Mr. Vaibhav B. Shinde

B.Y.K.College of Commerce, Nashik-5

T.Y.B.Com., Division H, Roll No. 823
Year: 2008-2009

Guided by
Prof. Miss Archana Jadhav
 ACKNOWLEDGEMENT
I have pleasure in successful completion of this work titled: A study of cable
services with reference to M.K. Cable Network
The special environment at B.Y.K. College of commerce, Nashik that
always supports educational activities, facilitated my work on this project.

I acknowledge the support, and encouragement, extended for this study by

Principal Prof. Dr. K.R. Shimpi.

I greatly appreciate the motivation and understanding extended for the

project work, by MR. M.D. Kapse (C.E.O.) and the staff of the surveyed
business unit, who responded promptly and enthusiastically to my request
for frank comments despite their congested schedules. I am indebted to all of
them, who did their best to bring improvements through their suggestions.

I am very much thankful to Miss Archana jadhav (guide teacher) for her
encouragement and guidance for this project work. It would not have been
possible for me to complete this work without her suggestions on every part
of this work.
I acknowledge the authors, whose works gave me insight and information
related to this subject.

I am thankful to library staff and administrative staff of the B.Y.K. College

who, directly, or indirectly, have all been helpful in one or another.

I thank my father and mother who encouraged me to extend my reach; with

their help and support, I have been able to complete this work.

Date: Signature
Vaibhav B. Shinde
 CONTENTS
* INTRODUCTION
A) Objective of project work
B) Methodology

* ORGANISATIONAL PROFILE

* SERVICE PROFILE

* SERVICES MARKETING AND MANAGEMENT

* DATA ANALYSIS AND INTERPRETATION

* FINDINGS AND RECOMMENDATIONS

* SUMMARY AND CONCLUSION

A) Based on work
B) Based on learning benefit

* ANNEXURE
A) Questionnaire
B) Bibliography
C) Other literature to be attached
D) Executive summary
 I) INTRODUCTION

A) NEED AND IMPORTANCE OF PROJECT

REPORT:

Today the cable service is rapidly growth

because more and more people has take this service and only the
cable service has change the mentality of people. Because people
has quickly accepted the new trend of life its show the cable T.V.
so that is reason of I choose this topic for making the project. I
mention what problems come for providing this service, and how
to capture the market of cable service, how provide the best service
to customer for his satisfaction. Cable service is powerful service
of the world and blood of media. This project helps to understand
the strategy and problem of providing cable service to customer

Project work is very important subject for analysis any

information. Because only the project work has make more
practically of student or any project maker. Project work has more
practical and unique opportunity for field work. Because the
project maker has take the many information of its subject so this
should be a more practical. Project maker take information he is
analysis the data and take new knowledge, and he prepare the
project so this practically information permanently fixed to brain.
So this are the advantages of project works.
Any subject researched has important to make a project
because project has provide the fulfill information so project has
very use full to take accurate knowledge and providing
information.

B) OBJECTIVE OF PROJECT REPORT

Objectives:

1) To study a concept of services

2) To study the services provide by M.K. cable

Network

3) To know the problem faced by providing

services to M.K. cable network

4) To study the strategies of M.K. cable

network

C) METHODOLOGY OF PROJECT REPORT

Meaning of Research:

Research is discovery of fact, development of fact

and verification of fact. It is an attempt to find practical solution to
the problems with the help of application of scientific method. The
research process involves defining and redefining the problem.
Hypothesis formulation, organizing, and evaluating data to derive
conclusion.

Definition:

Research is careful investigation or enquiry initially

through research for new fact in any branch of knowledge.

Research is defined as a careful patient, systematic

and delight enquiry in some field of knowledge undertaken to
establish facts or principle.

Research may be define as a method of studying,

analyzing and conceptualizing, social life in order to extend
moodily correct or verify knowledge whither that knowledge aids
in institution of theory or in precise of an art.

Data collection:
A) Source of data collection:

There are to 2 types of data collection

A) Primary source data collection
B) Secondary source data collection

1) Primary source of data collection:

Primary data are information collected or generated briefly

by researcher for the purpose of preparing the project. It is also
called first hand information and the conclusion derived from it is
more accurate and reliable. However, its scope is limited to the
area of investigation. It is also expensive and time consuming.

2) Secondary source of data collection:

Secondary data refers to the information that has been

already collected by some one else and not by the researcher. It is
also known as second hand information that may not be reliable. It
is suitable where area of investigation of large.

Sources Used for completing this project:

 1) Field visit:

A visit to the office of M.K. Cable Network was made

which is located in the Indira Nagar, Nashik. The C.E.O. of M.K.
Cable Network, Mr. Milind Kapse, co-operated us and provided
necessary information which are required in completing this
project.

2) Interview:

First I prepared the questionnaire and then took the

interview of Mr. Milind Kapse, the C.E.O. M.K. cable network. I
asked the various question and queries about his future planning,
marketing strategy, goals, etc.

3) website:

I also took the information from the websites of Hathway

and M.K. cable network. 45% of the information used in this
project was gathered from the internet and websites.

4) Book:

I refer the book of Your Research Project written by Andy

Hunt. This book provided me various guidance in completing my
project. This book is very useful to me. I also read another book
Services Marketing Management 3rd edition writer by Peter Mudie
and Angela Pirrie

So this is the sources I used for collecting the information

and complete the project
II) ORGANISATIONAL PROFILE
A) HISTORY OF ORGANISATION:

Established in August 1994, M.K. cable network is the

oldest cable network in Indira Nagar, Nashik. For the last 15 years
it is providing satisfactory service to its client. Within a short span
it made a strong base in Indira Nagar and further spread his service
to nearby colonies.
In 2001, the M.K. cable network amalgamated his service with
Hathway adding digital cable service and broad band service for
his customers. Changing with current market scenario, now M.K.
cable network provides digital set top box for cable service. By this
customer has the advantage to choose their favorites channels pack
according to their preferences and pockets.

Today, M.K. cable network has captured 3/4th area in Indira Nagar
for T.V. cable service.
M.K. cable network has invested a sum of Rs. 24 lakhs to establish
is firm. Out of these 24 lakhs, a loan of Rs. 10 lakhs was made
from Nashik merchant bank and the remaining 14 lakhs were
contributed from his own pocket.

B) BRANCHES OF M.K. NETWORK

 M.K. CABLE NETWORK

SAPTASHRUNGI CABLE NETWORK SIGMA CABLE NETWORK

SHINDE CABLE NETWORK GAUTMI CABLE NETWORK

M.K. cable network has four branches which are providing cable
service in different areas. They are as follows.
Saptashrungi cable network in Rajsarthi Society, Sigma cable
network in D.G.P. Nagar,
Shinde cable network in Pethe Nagar, and
Gautami cable network in Jogging Track area.

C) CUSTOMER WALEFARE:
 M.K. cable network has provide various facility for his
customer like provide set top box to free pf cost to its customer,
and also provide on demand channel like movie on demand, music
on demand etc. and also provide local news channel. M.K. cable
network has provided some discount offer on subscription means
customer paid prepaid subscription on 1 year so M.K. cable
network has provide 20% discount on subscription and also M.K.
cable network has not take a deposit to new customer.

D) AREA OF SERVICE PROVIDING:

M.K. cable network has capture ¾ areas in indira nagar

M.K. cable network provide its service to modkeshwar mandir
area, bapu bungalow area, pethe nagar area, rajsarthi residential
area, and also jogging track area. He provide cable service as well
as broad band service to this area M.K. cable network provide best
service to his customer at reasonable rate and he s cheapest and
best service is win to local people.

III) SERVICE PROFILE

 A) CHART OF SERVICES

DIGITAL
CABLE
SERVICE

BROAD
ACTIVITY
BAND
CHANNEL
SERVICE

M.K.
CABLE
NETWOR
K

LOCAL ON
MOVIE DEMAND
CHANNEL CHANNEL

LOCAL
NEWS
CHANNEL

B) SERVICES PROVIDED BY M.K. CABLE

NETWORK:
M.K. cable network has provided various services to its customers.
The services provided by M.K. cable network is as follows.

1) DIGITAL CABLE SERVICE:

M.K. cable network provides digital cable service to its

customer via fiber optic cable. It has a feature like good picture
quality, digital sound, clear resolution, etc. this service is same as
in case of D.T.H. services. M.K. Network provides set top box at
free of cost to its customers which are connected directly to the
cable wire and customer get many channels there after. For this
they don’t have to pay extra subscription.

2) BROAD BAND SERVICE:

Now the people don’t need to run behind telephone or

mobile operator to have a separate internet connection. M.K. cable
network provide both cable t.v and broad band service on the same
band. The only requirement is digital set top box which are
provided by M.K. cable network at a very low cost. M.K. cable
network provide broad band service of about 256 k.b.p.s. at a
lowest competitive price of Rs 250 per month.

3) MUSIC ON DEMAND:

Customer can now watch their favorite songs to its full

length. I t.v, which is a music on demand channel, telecast
customers favorite songs fro its various songs list that has desi
song, pop songs, sufi song, bollywood, Hollywood hits and many
more.

4) LOCAL NEWS CHANNELS:

Today people are in touch with news of national affair but

they don’t know what’s happening in their own home town. M.K.
cable network has helped the people in knowing about the news of
their own city through Local news channels like C. news, Govinda
news, Vedh news, Rokh Thokh news, Nashik Samachar, etc. This
feature is only available on hathway and M.K. network and not on
D.T.H. platform.

5) LOCAL MOVIE CHANNEL:

With M.K. cable network, people can now watch latest and
old movies without any commercial ads. C.C.C. TV, M.K. cinema,
is popular movie channel on M.K. network.

6) ACTIVITY CHANNEL:

leading tough competition with private D.T.H. player, M.K.

cable network also provide various activity channel via set top box
like sport active, games active, movie active, music active, etc.
now children don’t need to buy video games or computer games.
they can straight away enjoy various games on their own t.v

C) COMPETITORS OF M.K. CABLE NETWORK:

LIST OF COMPETITORS
 No. Competitor of M.K.cable network
1. IN cable network
2. N.C.N. cable network
3. Dish T.V.
4. Tata sky service
5. Reliance big t.v.
6. Sun direct d.t.h.
1) IN CABLE NETWORK:

In cable is main competitor of M.K. cable network in

cable network is oldest cable network in indira nagar and he
provide its service good service but M.K. cable network has use
various strategy so no effect of M.K. cable network for providing
service to its customers. But the 10% area of indira nagar has
capture the in cable network.

2) N.C.N. CABLE NETWORK:

Nccn cable network is another competitor of M.K. cable

network Nccn cable network has establish in last 3 years some
cable operators has leave in the hathway group and establish its
new group. Remaining 15% area of indira nagar has taken from
Nccn cable network.

3) DISH T.V. :

‘Dish t.v’- a zee enterprise, is a lead competitor of M.K.

network. Zee network launched its services in 2002 and within a
short span spread to all parts of the nation. Adding new service,
Dish t.v also provide like movie on demand, interactive channel,
sport, spiritual channel icici active, Dish t.v provides various
package to its customers like dish maxi, dish plus, dish welcome,
etc. so the dish tv has another competitor of M.K. cable network.

4) TATA SKY:

Tata sky is also providing d.t.h cable service to all part of

nation within in a reasonable rate of Rs 200 per month that has
more than 250 channels. It also has a active service like sport
active, movie active, music active, bhakti active, games active etc.

5) RELIANCE BIG TV:

Reliance big tv is a part of Anil Dhirubhai Ambani`s

group had also launched dth service in 2008 and is using various
marketing technique in order to make strong market standing in
entertainment service. They had launched more than 150 channels
at a very competitive price.

6) SUN DIRECT D.T.H.:

Sun direct dth service is 1st time launched to south india

in 2003 and this service is very popular to south india. And also in
2008 sun direct dth has launched in indira nagar sun direct dth
provide various facilities for his customers like various interactive
channels sport, music, movies, etc. sun direct dth has launched
more than 200 channels at reasonable rates. So the sun direct dth is
another competitor creates to M.K. cable network.
D) TERM AND CONDITIONS:

M.K. cable network has keep the some term and conditions
of its customers like

1) If a customer fails to pay his subscription, continuously, for the

two months, their cable connection will be disconnected

2) All the customers are being requested to pay their dues on a

fixed appointed date. If they fail to do so a penalty charge of 10%
on the subscription pack will be levied.

3) If customers want to have broad band service they have to

furnish some essential documents.

So these are the terms and conditions of M.K. cable network

IV) SERVICES MARKETING

AND MANAGEMENT
 A) INTRODUCTION:

Most organizations provide a service of some sort or

another. For organization such as airlines, trains, universities, car
rental, health and government agencies service represent a major
part of what they have to offer. They are known as service
organizations. Other whose business is the manufacturer of
products, e.g. computers, mobile phones, washing machines etc.
albeit significant importance.

B) WHAT IS THIS THING CALLED SERVICE?

The above question served as the title of an article by

Nick Johns published in the European journal of marketing in
1999. Whilst he noted that the world service has a great richness
and diversity of meaning there is also it could be argued an implicit
recognition of the distinctiveness of service. It is equally a fitting
introductory a question for a text on services marketing
management.

SERVICE SECTORS

C) DEFERENT
HOTEL INDUSTRIESTYPES OF SERVICE SECTORS:
BANKS

BROAD CASTING SERVIES TRANSPORT SERVICES

HOSPITALS TOURISM

EDUCATIONAL INSTITUTE MOBILE NEWORK CO.

 D) CHARACTERISTICS OF SERVICES:

1) INTANGIBILITY:
 This is the most basic and often quoted difference
between goods and services. Unlike tangible goods, services
cannot generally be seen, tasted, felt, heard or smelled before being
consumed. The potential customer is often unable to perceive the
service before the service delivery. For many customer of car
repair, for example, the service intangible-they frequently cannot
se what s being done and many are unable to evaluate what has
been done.

2) INSEPARABILITY:

There is a marked distinction between physical goods

and services in terms of the sequence of production and
consumption.
Whereas goods are first produced, then stored and finally sold and
consumed, service are first sold, then produced and consumed
simultaneously. For the production of many services e.g. rail
travels, hotels, museums etc the customer must be physically
present. Some service may be produced and delivered I
circumstances where the customers presence is optional e.g. carpet
cleaning, plumbing.

3) VARIABILITY:

An unavoidable consequence of simultaneous production

and consumption is variability in performance of a service. The
quality of the service may vary depending on who provides its, as
well as when and how it is provided. Once hotels provide a fast
efficient service and another, a short distance away, delivers a
slow, inefficient service. Within a particular hotel, one employee is
courteous and helpful while another is arrogant and obstructive.
 4) PERISHABILITY:

Service cannot be stored for later sale or use. Hotel rooms

are not occupied, airline seats not purchases and college places not
filled cannot be reclaimed. As services are performances they
cannot be stored. If demand far exceeds supply it cannot be met, as
in manufacturing, by taking goods from a warehouse. Equally if
capacity far exceeds demand, the revenue and/or value of that
service is lost.

E) THE 7 P`S OF SERVICES:

 PRODUC
TION

PROCES
PRICE
S

7 P`S OF
SERVIC
ES
PHYSIC PROMO
AL TION

PEOPLE
EVIDAN PLACE
CE

V) DATA ANALYSIS AND

INTERPRETATION
 A) CABLE SERVICE AREA COVERED IN
INDIRA NAGAR:

CABLE SERVICE AREA OF INDIRA NAGAR

15%
N.C.N.
10% 1
2
3
IN CABLE
75%

M.K. CABLE NETWORK

This chart shows the distribution of cable service area in Indira

Nagar. 3/4th area in Indira Nagar has been covered by “M.K. Cable
network” 15% area has been covered by “N.C.N.” cable network,
and remaining 10% area has covered by “In cable network”.

B) NO. OF CUSTOMERS OF M.K. CABLE

NETWORK:
 INCRESE A CUSTOMERS

4500
3852
4000
3500 3134
2815
3000
2500 2210 Series1
2000 1770
Series2
CUSTOMERS

1500
1000
500 4 5 6 7 8
0
1 2 3 4 5

YEARS

This graph shows the information about the no. of customers from
2004 – 2008. In 2004 there were 1770 subscribers which rose to
3852 in 2008, almost doubled within 4 years.

C) BROAD BAND SERVICE IN INDIRA

NAGAR:
 BROAD BAND SERVICE AREA OF INDIRA NAGAR

N.C.N.
8%
RELIANCE
14% M.K. M.K.
42% B.S.N.L.
RELIANCE
N.C.N.

B.S.N.L.
36%

This chart shows the information about the distribution of

broad band service in Indira Nagar. M.K. Cable network lead in
this covering 42% of area in Indira Nagar, followed by B.S.N.L.
(36%) and N.C.N. (14%). The remaining 8% has been covered by
reliance.

D) NO. OF CUSTOMERS FOR BROAD BAND

SERVICE OF M.K. CABLE NETWORK:
 INCRASE A CUSTOMERS

1200 1102

1000
CUSTEMORS

800 711
Series1
600
380 Series2
400

200
6 7 8
0
1 2 3

YEARS

This graph shows the information about no. of customers for broad
band service for the past 3 years. In 2006 M.K. Cable network use
to provide a broad band service to about 380 customers. This no.
grew to 1102 in 2008, almost an increase of 2 ½ times of 2006has
start the broad band service in 2006. Therefore we can predict that
more customers will enroll for broad band service in near future.

E) AVERAGE PERCENTAGE OF M.K.’S

SERVICES:
 AVERAGE PERCENTAGE OF M.K.'S SERVICES

BROAD BAND
29%

CABLE
BROAD BAND

CABLE 71%

This chart has shown that the average percentage of M.K.’s

services the broad band service is taking the 29% share of M.K.
Cable network services, and the cable service has taken the 71%
share of M.K. Cable network services.
VI) FINDINGS AND RECOMMEN
DATIONS:
From the data and information collected I found the
following points which are as follows:
A) FINDINGS:

1) MARKETING STRATEGY USED BY M.K. CABLE

NETWORK:

M.K. Cable network has used various marketing strategy

for capturing the market of cable service like quick service,
reasonable rate providing some discount, offers etc. So this
strategy is very effective for increasing the customers.

2) WHAT ARE THE PROBLEMS FACED BY M.K.

NETWORK AND HOW THEY OVERCOME IT:

There are many problem faced by M.K. Cable network

while providing the services to its customers
1) The competitors have given them a tough competition. So M.K.
Cable network has a challenge in providing the best service.
2) The rates of pay channel are very fluctuating. So it becomes
problems to M.K. network in providing particular channels.
3) During rainy season many technical problems arise because of
which customers unable to see channels clearly.
3) DIFFERENT SERVICE AGAINST ANOTHER
CABLE SERVICE PROVIDER:

M.K. Cable network service is different from other cable

operators. Most of them don’t have digital quality service. They
don’t have fiber optic cable while providing services. All these
features are available in M.K. Network. plus M.K. network provide
some discount, offers, on demand channels, broad band connection
and broad casting connections, so M.K.’s service is totally
different from other cable services provider .

4) REASON OF SUCCESS:

There are many reasons for the success of M.K. Cable

network. M.K. Cable network has always kept care of its
customers and always try to satisfy its customers. They also
provide quick service to its customers, and quickly solve any
disputes as early as possible.
B) RECOMMENDATIONS:

1) I would like to recommend M.K. networks to provide some

more offers to its customers
2)they can give advantage of free more channels or discount to
those who pay the dues before due date
3) And also I would like to recommend to M.K. Cable network to
improve the quality of services and try providing best services.
4) During rainy seasons, he can use the water proofing techniques
to detect the problems by rain and thunder.
4) I would suggest them to provide other extra services like
launching the websites of M.K. Cable network and 24 hrs help
line no. ,etc.
 VII) SUMMARY AND CONCLU-
SION:

A) CONCLUSION BASED ON WORK:

M.K.Cable network provides best service in Indira Nagar

area at reasonable rate. He politely hears his customer’s complaint.
Any problem faced by customers is quickly settled. M.K.Cable
network has launched the 24 hrs help line for its customer. Also
M.K.Cable network provides set top boxes and digital cable
service via fiber optic cable to its all customers. Customers may
have broad band connection with it. M.K.Cable network has oldest
cable network in Indira Nagar. so that’s why M.K.Cable network
has created goodwill in Indira Nagar. Because of all these quality,
all the customer of M.K.Cable network is satisfied with its service
B) CONCLUSION BASED ON LEARNING
BENEFITS:

From learning benefit of this project I study deeply

about M.K.Cable network and its services, I complete my
objective, concept of services, and also service provide by
M.K.Cable network and its marketing strategy and also the
problem faced by providing services to its customers. I take
information for M.K.Cable network and complete its profile, its
goals and objective I used the various sources of data collection
like field visit, interview, websites, book etc. and also I understand
the history of M.K.Cable network. I collect various information
like what service provide to its customers, its features, and its
competitors, and its marketing strategy, marketing standing and
goals to achieving. The C.E.O. of M.K.Cable network Mr. Milind
kapse has very friendly person he provide information correctly.
M.K.Cable network is the best cable service in indira nagar and its
service performance is out standing.
 VIII) ANNEXURE

A) QUESTIONNAIRE:

1) name of the C.E.O. of M.K.Cable network

2) age and qualification of C.E.O. of M.K.Cable network

3) why do select this field

4) introduction and history of M.K.Cable network organization

5) which are the service provided by the M.K.Cable network

6) how its marketing strategy

7) which problem faced by providing service and how to detect

8) what are the reasons behind your success

9) what are your plans and goals to achieve your target

10)how different your service against another cable service

provider
11) how to change and upgrade your service for demand for
customers

12)what are your suppliers

13)how you do for customer satisfaction

14)which no. of branches of your organization

15)how you manage its

B) BIBLIOGRAPHY:

1) BOOK:

I) your research project by Andy hunt

II) services marketing management 3rd edition by
Angela pirrie

2) WEBSITE:

www.Hathwaycablenetwork.com
 B) OTHER LITERATURE TO BE ATTACHED:

1) LIST OF THE CHANNELS:

2) DISH
3) BROAD CASTING PLATFORM MARKET
SHARES

BROAD CASTING PLATFORM MARKET

SHARES
3%
AIRTEL DIGITAL T.V .

6%
SUN DIRECT D.T.H.
4% 1
RELIANCE BIG T.V.
2
8%
3
TATA SKY 4
10% 55%
5
DISH T.V. 6
14% 7
CABLE SERVICE
D.D. DIRECT PLUS
 D) EXECUTIVE SUMMARY:

Today the broadcasting service is rapidly growing now broad

casting service is becoming very popular and the future of cable
services is very bright with the technological advancement and
development cable tv has know richest almost every corner of the
nation. The …. provide free old direct dth service before the dth
service cable tv service used to richest by small cable operators.
M.K. network is one of them they had the tie up with various broad
casting to telecast then network under this deal there users many
operators who used unfair …. in order to …. more…. But M.K.
network has never used any…. …. and is professionally his service
for the past 15 years to all his satisfactory customers. It is the
oldest cable tv network in Indira Nagar covering almost 3/4th of
area now it has…. his service to other …. societies and colonies
…. Pethe Nagar, Rajsarthi jogging track etc.
Shinde cable, Sigma cable, Saptashrungi network, Gautami cable
network are other cable network that are …. …. M.K. Cable
Network …. tough competition with other …. …. of dth …. M.K.
Cable Network also provide digital cable service that has real good
picture quality and clean sound. The biggest advantages of M.K.
Cable Network is that also provide broad band service on the same
band. Customer can have …. Cable tv as well as ….
…. to this, it also has activity channels, local news channel, movie
on demand channel, games etc.
the toughest competition that M.K. Cable Network is following
from …. Dth player are dish tv, tata sky, sun direct tv, reliance tv,
and d.d. direct plus dth.
Further it has …. from I.P.T.V. service and cas service which are
…. to come in network in near future. Having such …. in front of
his. M.K. Cable Network is shall …. its service without using any
…. …. with dates and information collect from various …. we can
…. that performance of M.K. Cable Network is better. It has a
strategy …. In Indira Nagar where no …. can… …. ….
I) INRODUCTION
 II)
ORGANISATION-
AL PROFILE
III) SERVICE
PROFILE
IV) SERVICES
MARKETING
MANAGEMENT
 V) DATA
ANALYSIS AND
INTERPRETATI-
ON
 VI) FINDINGS
AND
RECOMMENDAT-
IONS
VII) SUMMARY
AND
CONCLUSION
VIII) ANNEXURE