1.1.

INTRODUCTION:
A Customer is the king, he gives an opportunity to formulate new products and services.
A business exists because of the customer; in the absence of demand emanating from the
consumers the collapse of a business is inevitable.
Mahatma Gandhi said a customer is the most important visitor in our premises. He is
not dependent on us, we are on him. He is not an interruption to our work, he is the purpose of
it.
In present busy world any human feels to spare little time for relaxation and
entertainment, for which they prefer the most is the Television. Now, the television has gone to
its next level of providing entertainment.
DTH service is becoming a buzzword in the satellite broadcast industry due to the fact
that it offers immense opportunities to both broadcasters and viewers.
India has about 130 million TV homes of which, Cable & Satellite (C&S) services
are present in 97 million (74%) of the homes
(www.financialexpress.com/news/thats-entertainment-direct-tohome/497502/).The DTH market in India comprises 11% of the total market with
almost 15 million homes. The DTH industry growth lagged to 10.3% in 2008
from 16.7% a year earlier. But industry players agree that the digitization drive
is expanding by 35-40% annually. However, industry estimates DTH to touch 3540 million subscribers by 2012, and thats the number that every DTH brand has
set its sights on. By 2015, DTH will enjoy a market share of 40%, digital cable
40% and analog cable will follow with only 20% market share. The DTH service
market in India has emerged as one of the most lucrative markets which have
successfully resisted the impacts of the current economic slowdown. The
slowdown has certainly proved a boon for the Indian DTH industry as people
have now started to cut on their entertainment expenditure and instead of
viewing movies at theatres, they are preferring to stay at home with their
television sets.
The industry is anticipated to add nearly 5 Lakh subscribers per month during 2009 and the numbers
are forecasted to surge further at around 30% through 2012.So apart from Tata Sky, Dish TV, Airtel
Digital and Reliance BIG, southern heavyweight Sun TV has entered the fray with Direct, while
Videocon has entered the market in June 2009.
Still, as DTH is still a relatively new category and most people were hesitant to
experiment with it. While Indian consumers were not completely satisfied with
their cable services, they did not feel the need to switch over to any other
means of entertainment. It was therefore imperative for companies such as Tata

Sky, Dish TV, and Reliance BIG TV to educate the consumers about the
advantages of the service and in turn create an urge to invest in it.