Presentation

On
Advertising Strategies of DTH

By- Swapnil
A-1632
Welcome’s U All in the
World Of DTH
Industry…
WAR IN SKY

DIRECT
TO
HOME
 What Is DTH?
DTH stands for Direct-To-Home television.

A wireless digital audio / video service is delivered through

satellite.

Terms Related to DTH Service.

Digital Decoder (commonly known as set top box)

. Viewing Card.
DTH operator.
 Why DTH not Cable?
• Proper payment.
• Digital quality picture.
• Value added services.
• Better coverage.
• N no. of channels.
• Radio facility.
• Movable.
• Channel lock facility.
• Less wiring.
• No dependency on cable operator.
 PLAYER’S IN D.T.H

• D.D. DIRECT
• DISH T.V

• TATA SKY

• BIG T.V

• SUN DIRECT
 ABOUT D ISH TV
• India’s first DTH service provider.

• Launched in the year Oct 2003.

• Partnership with the Essel group & Zee TV.

• CEO- Arun Kapoor.

• Having 35000 outlets & 2.0 millions subscriber all over in India.

• Brand Ambassador- Mr. Shahrukh khan.

• Tag line- “Dish karo wish karo”.

• Offical partner- Indian Cricket League.

 PACKAGES
• Dish Maxi Plus
• Dish Maxi
• Dish Welcome
• Dish Freedom Plus
• Silver Pack
• Dish Multi TV
• Dish Mini
• Dish A La Carte
• Channel Preview
• New Channel
• Exclusive Channels
 VALUE ADDED SERVICES
• Movie On Demand.

• Gaming

• Astro Active

• Sports Active

• News Active

• EPG

• Multilingual Services

• Other Active Services

 Dish TV-2008
• Dishtv launches Active Astro service
• Dishtv Announces Matrimonial Service “Shaadi Active”
• South HATTRICK OFFER
• NDTV Imagine now available on dishtv
• 9X available on dishtv
• Dishtv appoints Vinay Agarwal as New CEO
• ESPN Sports bonanza offer
• Set Top Box free offer
• IPL Pack launch
• Tie-up with NewsX
• 3 million subscriber base
• Dishtv Board of director approved rights issue
• Future Group Mkt tie-up
 Mode of Advertising
• Newspapers.
• Magazines.
• Canope.
• Electronic Media.
• Own Channel.
• Banners.
• Hoardings.
• Direct Mail.
• Mobiles.
• Catelouge.
• Rs 16000-crore regional Tamil language Indian cable television
network based in Chennai,Tamilnadu

• Established in 1993

• DTH service started on 7th December,2007

• Offers 20 television channels in four languages, generally targeting

southern Indian viewers

• 80:20 joint venture between the Karunanidhi Maran family and the
Astro Group of Malaysia
• First one to adopt the advanced MPEG4
technology
• Better compression and signal quality
• First one ready to offer HD TV ( High
definition ) content
• DVD quality entertainment at an affordable
price
• Supported by Irdeto's conditional access
solution
• Channels in other languages also
• Large footprint/coverage
• 1.4 million subscribers in
south India making it the
largest and most popular
DTH service provider in
south India

• Expect to reach 3 million

plus subscribers in the
southern region by the end
of this fiscal
• Tamil Channels • News Channels
• Malayalam Channels • English [General
• Telugu Channels Entertainment]
• Kannada Channels • Hindi [General
• Entertainment]
Music Channels
• • Regional [General
Movie Channels
Entertainment]
• Doordarshan • Devotional Channels
Channels
• FM Channels
• Minimum Subscription for any package is 3
months.
To avail any New Package the basic package
must be active for minimum of the same period.
• 20 add on packages ranging between Rs.10 to
Rs.115 per month in North India
• Offers a basic package of over 130 + channels for a
reasonable introductory offer of Rs.999( 10
months subscription) along with free Dish and Set
top box and Rs 1000 towards installation charges
• As a part of expansion plans, the company
plans to invest around Rs. 150 crore for
marketing
• Ready to offer High Definition Television
(HDTV)
• Have now launched their operations in Punjab,
Himachal Pradesh, Haryana and Jammu &
Kashmir
Official Website Of BIG TV
 Reliance Big TV DTH Service
• Official launch on August 19th in Mumbai.

• Plans to launch “Big TV DTH” service across India in

6,500 town.

• Provide 250 TV channels and 16 on demand movies

at an attractive price.

• Selected as the official DTH partner for Indian

Premier League form for the next 4 years.

• At present 50,000 subscribers-35,000 in Mumbai &

expects around 60 million by 2015.

• Big TV looking to capture 40 per cent of the market

share within one year
Continue…
• Bangalore was chosen as backup site for Big TV.

• Big TV is planning to launch "Experience counters" at

their retail outlets.

• Big TV planning to acquire more than 5 lakh

customers within 6 months of commercial launch
through 700 distributors and 1,20,000 retail outlets
and spend more than Rs. 2,000 cr in the next 2
years.
 BIG TV Edges
• Provides MPEG-4 quality channels for better viewing experience.

• Lowest tariff offers.

• Niche foreign channels for high end customers which are not
provided by current DTH service operators.

• Provide 200 TV channels in the initial stage.

• 12 satellite transponders.

• Set top boxes will have Digital Video Recording facility.

• Easy programming guide & 24x7 Customer Service.

• Interactive services & Parental control.

 Offers and Advantages
• Rs 1,000 installation charges including
STB (Set Top Box).

• Cheapest package starts at Rs 100.

• Provide 20 movies a week & radio

station.

• “Mozit” technology- 12 channel previews

at one time.

• Attractive packages in alliance with LCD

TV manufacturers.

• Multichannel previews per screen &

Personalized top 10 channel list.

• Launching offer.
Brand Ambassador Of BIG TV
Bollywood star Abhishek
Bachchan is the brand
ambassador.
 Packages Offered
• Popular Pack
• Premium Pack
• South Premium Pack
• MAX Pack
• South MAX Pack
• Regional Pack
 Promotional Offers
• Price of Big TV set top box: Rs 1,000- 1,200.
• Subscription package: Rs 200- 300.
• Aggressive and attractive offers like free STB and LCD+
Big TV etc. Complete channel package may available at
around Rs 250.
• The company has planned 10,000 hoardings, 15,000
television advertising spots, 20,000 radio spots and 500
newspaper inserts.
• Cross-bundling with Big Cinemas and Adlabs
Continue….
• Launched a scheme for Reliance Energy customers
• Packages for 1.6 million PCO owners
• Likely to bundle offers like discounts on 26-inch
LCD television sets along with its subscription.
• Plans for the launch of its digital video recorder
(DVR)-mid October
 About DD Direct+
• DD DIRECT+ is India's first Direct-To-
Home (DTH) Service from Prasar Bharti.
• Launched in India on16th Dec.04.
• The prime duty
• Network of more than transmitters spread
throughout the country.
Continue….
• Doordarshan has also come up with an alternative to
get the required reach with an alternate technology
option “Ku-band broadcasting” which is envisaged for
the coverage of remaining population
 Why DD Direct:

• FAT DTH service provider.

• Offering bouquet of 50 channels.
• Cheap and affordable.
• Radio channels can also be listened.
• Better picture quality.
• High coverage.
 DTH: A flourishing
Industry in India
• The DTH market today is less than 5% of the
total TV market.
• Populated by 4 players
• Expected players
• 6 million DTH market –double with reliance
entry.
• Players reach
• New DTH brand
• India's pay TV market 137mn -2012
• DTH subscribers base-38mn-2012
• Airtel and Videocon DTH launch in September -. Big
TV has start its DTH operations from August 15 while
Airtel and Videocon may launch their DTH services in
September

• Indian DTH players:

1. Dish TV: Largest private DTH player.
2. Tata Sky: More than 2 million customers.
3. DD Direct: Free service.
4. Sun Direct: Strong player in South India.
5. Big Digital TV (Reliance Communications): Big
expectations.
6. Airtel Digital TV: It will be launched in September.
7. Videocon DTH: It may be launched in October.
 Bollywood war on DTH turf
• Indian DTH players are depending on Bollywood
stars to build their brand image among Indian
viewers

• Tata sky-A.K.
• Dish TV-SRK
• Big TV-A.B.
• Sun direct
• D2H(videocon) or airtel bharti
Market positions 2nd 3rd

Technology MPEG-2 MPEG-2 MPEG-4

Channels 180 140 250

Subscribers 2.0mn 1.5mn 50000

Outlets 35000 35000 1 lakh

Radio yes no no

Towns covered 4400 3500 6500

Exclusive Channels 32 6 6

Active Darshans No Yes No

Payments Itz Cards Own Vouchers
 Strengths For Future
• High growth chances.
• Foreign technology.
• Standard product.
• Active news, active cooking, active
learning.
• Language option.
• Bargaining prices
SKY IS THE LIMIT

• Advertising strategies
• Pricing
• Promotional activities