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DTH Industry
Reach the remote corners of the World
Broadcasting Station , satellites , encoders , multiplexers , decoders and
receivers
The service provider leases Ku band transponders on the satellite
Small dish Antenna , STB
In India since 2001
Licence Fee
Restrictions like Foreign equity of 49 %
DTH Industry
First Mover - Dish TV in 2003 by Essel Group
DD+ Direct in 2004
In 2005 , DTH licenses given to 4 companies including TATA Sky
DTH making inroads into rural and remote areas
Niche Urban homes - Interactive Innovative content in demand
Industry Analysis
All service providers reporting losses
New players regularly entering the fray
Tata Sky showed a loss of 1100 crores in 2007-08
Direct to Loss TV
Potential Market for DTH is high and totals 71 Million households
Too big opportunity to Ignore
Challenges - IPTV , Mobile TV
Tata Sky
Company Overview
Tata Sky
Company Overview
Tata Sky
Vision & Mission
Tata Sky
Corporate Strategy
Tata Sky
Current Situation
Satellite - INSAT 4A
Business Support Software - NDS
Billing - Comverse Kenan FX
Tata Sky
Technology Partners
Tata Sky
Environmental Analysis
Tata Sky
Activity 1
Tata Sky
Activity 1
SWOT Analysis
Activity 2 - Identify Strengths , Weaknesses ,
Opportunities and Threats
Strengths
Leverage on Brand TATA and high Brand Recall
Superior Picture Quality
Customer Service
Rural penetration
Interactive Channels and Program guides
Technological expertise with its arm SKY
Innovative Product offering
Weaknesses
Second mover after Dish TV which has highest market share
Cannot match free services as that of DD
Dependency on Broadcasters
Litigation Issues
Opportunities
Larger disposable Income with India
Tapping Niche markets with better service & Products
Expansion of Distribution Network
Cap on FDI Increased from 49 to 74 percent
Reduction in license fee from 10 to 6 percent
CAS made compulsory
Growing demand for Quality for service in the DTH
Increase in the number of TVs Sold
Threats
IPTV will provide superior technology if implemented
Cable STB provide easy switching
Increasing Internal competition
Dependency on CPE suppliers
High dependence on transponders on ISRO
Dependency on broadcasters for channel content
Questions ?
Poch dala toh life Jinga lala
Rakib Zahoor
Thank You
Basit Rashid