A MAJOR PROJECT REPORT

ON
“COMPARATIVE ANALYSIS ON TATA SKY AND
DISH TV “

Bachelor of Business Administration

(Batch: 2014-2017)

Supervised by: Submitted by:

Dr. Kamini Rai Dheeraj Dawar

(Project Mentor) Roll No.: 02280301714
BBA –VI SEM, Evening
(Batch- 2014:2017)

RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES

(Affiliated to Guru Gobind Singh Indraprastha University)

2A & 2B, Madhuban Chowk, Outer Ring Road, Phase-1, Delhi-110085

An ISO 9001:2008 Certified Institute

1
 ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to Rukmini Devi Institute Of Advanced
Studies, GGSIP University, New Delhi for imparting us very valuable professional
training in BBA

I pay my gratitude and sincere regards to “Dr.Kamini Rai”, my project Guide for giving
me the cream of her knowledge. I am thankful to her as she has been a constant source of
advice, motivation and inspiration. I am also thankful to her for giving her suggestions
and encouragement throughout the project work.

I take the opportunity to express my gratitude and thanks to our computer Lab staff and
library staff for providing me opportunity to utilize their resources for the completion of
the project.

I am also thankful to my family and friends for constantly motivating me to complete the
project and providing me an environment which enhanced my knowledge.

NAME- DHEERAJ DAWAR

SEMESTER- BBA VI SEM, EVENING

ENROLLMENT NO.-02280301714

2
 STUDENT’S DECLERATION

This is to certify that I have completed the Project titled “Comparative analysis on TATA
SKY and DISH TV " under the guidance of "Dr.Kamini Rai” in the partial fulfilment of the
requirement for the award of the degree of “Bachelor in Business Administration” from
“Rukmini Devi Institute of Advanced Studies, New Delhi.”

This is an original work and I have not submitted it earlier elsewhere.

Name of the Student- DHEERAJ DAWAR

Enrolment No. - 02280301714
Class & Section= BBA - VI (E)

3
 CERTIFICATE OF GUIDE

This is to certify that the project titled “Comparative Analysis on TATA SKY and
DISH TV” is an academic work done by “DHEERAJ DAWAR” submitted in the partial
fulfillment of the requirement for the award of the degree of “Bachelors in Business
Administration” from “Rukmini Devi Institute of Advanced Studies, New Delhi.” under
my guidance and direction.
To the best of my knowledge and belief the data and information presented by him in the
project has not been submitted earlier elsewhere.

Name of the Faculty

Dr.Kamini Rai
ASST. Professor

4
 Executive Summary
The development of the Direct to home sector has experienced a major process of
transformation in terms of its growth, technological content and market structure in the last
decade. Any company which is successful is because of their reach among customers which
is possible through the effective tools through which a company communicates and attract its
customer. Dish TV & Tata Sky is the most famous brand and has a sophisticated place and
market leader position in the mind of customer. This is due to its strong brand image.

The attempt behind this project was to find out the effectiveness of DISH TV & Tata Sky as a
brand over the retail outlets and its competitor 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), Dish TV seems to be uninterested
for now, but with more and more people switching to Tata Sky, they may have to take drastic
action soon.

5
 CHAPTER -1
PLAN OF STUDY

6
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 per cent. 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 has 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 better quality picture than Cable TV.
• DTH can reach remote areas where terrestrial transmission and cable TV have failed to
penetrate.
• DTH has also allows 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.

7
DISH TV

Dish TV was the first DTH service in India, launching services on 2 October 2003. The
company decided not to compete against entrenched cable operators in metros and urban
areas, and instead focused on providing services to rural areas and regions not serviced by
cable television. Jawahar Goel, who led the launch, recalled 10 years later, "We hardly had
four transponders and could offer only 48 channels, compared to analog cable that was giving
60 and was much cheaper. And, STAR refused to give its channels. So, we decided to go
slow and concentrate in cable-dry and cable-frustrated markets, rather than cable-rich markets
and build the market step by step." Dish TV acquired 350,000 subscribers within 2 years of
the launch.

Following bitter legal proceedings between STAR and Zee, in 2007, the two companies
called a truce and began offering their channels on each other's services. This decision and
Dish TV's acquisition of more transponders enabled them to offer 150 channels on their
service, more than any other DTH service in India at the time.

Although Dish TV does not officially offer services in Bhutan, some cable providers in the
country have installed Dish TV in subscribers' homes. The total number of Dish TV
subscribers in Bhutan is unknown.

On 11 November 2016, the Board of Directors of Dish TV and Videocon d2h agreed to an
all-stock merger of their DTH operations. The merger will create the largest DTH provider in
India with a total valuation of ₹17,000 crore (US$2.5 billion). The merged entity will be
called Dish TV Videocon Limited. Dish TV will hold a 55.4% stake in the merged entity,
while Videocon d2h will own the remaining shares. As on 30 September 2016, the two
companies combined would have 27.6 million subscribers out of the estimated 175 million
Indian households that own a television. The deal is subject to regulatory approvals, which
will take a minimum of 8 months.

8
TATA SKY

Tata Sky is an equity strategic alliance in the nature of joint venture between
the Tata Group and 21st Century Fox, which own 70% and 20% stake
respectively.[4] In 2008, Singapore-based Temasek Holdings picked up 10%
stake in Tata Sky from the Tata Group. Tata Sky was incorporated in 2001, but
launched services on 8 August 2006.[5]

STAR’s parent company, 21st Century Fox, owns an International group of

DTH businesses that include Sky Italia in Italy and Sky in United Kingdom.
The company uses the Sky brand owned by British Sky Broadcasting.

On 9 January 2015, Tata Sky became the first Indian DTH operator to offer 4K
set-top-boxes to its consumers.

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.
Tata Sky was the second operator to launch DTH or direct-to-home services in
2006. At that time, the company decided to use an ISRO satellite. In 2005, Tata
Sky signed a contract with ISRO for provision of satellite space on the INSAT-
4A satellite. In 2007, one year after the launch of the DTH player, Tata Sky
asked for more space to increase the number of channels they telecast. The extra
space was promised in 2009 on the GSAT-10 satellite, a then to be launched
satellite inducted into the INSAT system. The GSAT-10 was launched in
September 2012, but Tata Sky has not utilized the transponders till today.[10]

9
 OBJECTIVES OF THE PROJECT

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 DISH TV & TATA SKY being the
leading DTH service providers in the country, in order to compare
them & know about the

OBJECTIVES:

 Status of the company in the market

 Competitive strategies
 Goodwill of the companies
 Marketing strategies of the companies
 Promotional schemes offered by the companies
 Customer feedback about the companies
 Tariffs offered by the companies
 Limitations of the companies

10
 CHAPTER-2
COMPANIES PROFILE

11
 Dish TV

Dish TV is India’s first private Indian company to start Direct to Home (DTH) satellite
broadcast operations in the country. Dish TV’s DTH services was hard launched in May
2005. It provides multi-channel subscription television service and interactive services. Its
state of the art broadcasting infrastructure is located at its facility in Noida, near Delhi, which
is the nerve centre of DTH operations. Dish TV has robust operating infrastructure, strong
content tie-up, established brand salience and backing of a strong group.
ASC Enterprises Limited, now renamed Dish TV India Limited (Dish) acquired the first
private sector license to operate DTH services in India. Dish was a wholly owned company of
Mr. Subhash Chandra and family, promoters of Zee Entertainment Enterprises Limited (Zee),
formerly known as Zee Telefilms Limited. Under a scheme of restructuring approved by
shareholders of Zee, all DTH related assets in Zee have been transferred to Dish and in
return, Zee shareholders will get 57% ownership of Dish. Restructuring initiated to integrate
operations in Dish and to overcome regulatory restrictions, which prevents Zee from owning
the DTH license.
Shareholders can now participate in the growth of DTH business. Move will unlock
shareholder value. As part of this scheme of arrangement, Dish would get listed in India.
Demerger is completed and listing expected by end of Mar-2007.

DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Zee
Entertainment Enterprises. Dish TV is on the same satellite where DD Direct+ is. Dish TV
was only DTH operator in India to carry the two Turner channels Turner Classic
Movies and Boomerang. Both the channels were removed from the platform due to unknown
reasons in March 2009.
Dish TV is a DTH satellite television provider in India, using MPEG-2 digital compression
technology, transmitting using NSS Satellite at 95.0. Dish TV’s managing director and Head
Of Business is Jawahar Goel who is also the promoter of Essel Group and is also the
President of Indian Broadcasting Foundation. July 19, 2010 – Dish TV India Limited (Dish
TV) today announced the appointment of Mr. R.C. Venkateish as the CEO of the company.

12
Satellite link
Dish TV uses NSS-6 to broadcast its programmes. NSS-6 was launched on 17 December,
2002 by European-based satellite provider, NewSkies. Dish TV hopped on to NSS-6 from an
INSAT satellite in July 2004. The change in the satellite was to increase the channel offering
as NSS 6 offered more transponder capacity.

NSS-6 is a communications satellite owned by SES WORLD SKIES. NSS-6 covers the
whole of Asia with six high-performance Ku band beams, which can deliver broadband media
to small businesses, ISPs or domestic rooftop antennas in those markets. The satellite delivers
Direct-To-Home power and performance, as well as significant inter-regional connectivity.
High-gain uplink performance (i.e. high receiver G/T figures) allows the use of small uplink
antennas and/or amplifiers.

Dish TV uses NSS-6 to broadcast its programmers’. NSS-6 was launched on 17th December,
2002 by European-based satellite provider, New Skies (one of the only four fixed satellite
communications companies with truly global satellite coverage)

Dish TV - India's first KU-band DTH entertainment service, hopped on to NSS-6 from an
INSAT satellite in July 2004. The change in the satellite was to increase the channel offering
as NSS 6 offered more transponder capacity.

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 broad- cast
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

13
MPEG-2 were developed in a joint collaborative team with ITU-T, and they have a respective
catalogue 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.

TARIFF DISH TV

Base pack

All new and improved Dish TV packages are here to give you 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.

NORTH PACK SOUTH PACK

Silver saver Rs.160 p.m. Silver Cricket Rs.125 p.m.

Gold cricket Rs.225 p.m. Silver Saver Rs.160

South Gold Rs.225

Gold Saver Rs.270 p.m.
South Platinum Rs.325
Platinum Rs.325 p.m.

14
Child pack

Dish TV on Computer

DISH TV bring to you yet another first in its bouquet of services - DISH TV on Computer'.

'DISH TV on Computer' is the first of its kind in India, by making your computer double up
as a television it gives you 'LIVE DIGITAL TV' right on your workstation. You also get an
added benefit, the set top box comes with a dual advantage – it works with your computer
AND your TV.
Yes! With this magical product, up to 100 + channels will now also be available on computer,

bringing to you Live News, Live Sports, Live Business news along with Active services,

Movie-On-Demand, Gaming, EPG, etc, whatever Dish TV offers on Television; now also on

15
 TATA SKY

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 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 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 programme while watching another, pause, fast-forward
and rewind a live telecast and review a TV programme. 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.

16
In 2008, Singapore-based Temasek Holdings picked up 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 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.

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.

17
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.

18
TATA SKY’S MARKET SHARE

DISTRIBUTION CHANNEL BY TATA SKY

19
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.

20
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.

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 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 homeentertainment.”
21
 CHAPTER-3
RESEARCH METHODOLOGY

22
The methodology adopted for eliciting the data required for the study was
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 player 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 outlets sellers using different brands and their competitors were contacted.
Survey research is the approach best suited gathering description.
Questionnaire has been used to collect the data. It contains the open ended and
scaling techniques.

23
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
the 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 interview administer this structured ended questionnaire.

Research design
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: 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 survey: MORADABAD

24
 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 the 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 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.

25
 CHAPTER-4
DATA ANALYSIS AND
INTERPRETATION

26
 1. What type of connection do you have at your home?

50

45

40

35

30

25

20

15

10

0
Cable TV DTH DD National None

Interpretaion:

The above mention graph represents that Cable TV subscribers are 45, DTH
subscribers are 30, DD National subscribers are 20.It shows that there are more
Cable TV subscribers as compare to DTH and DD national subscribers.

27
 2. How many DTH connections do you have at your home?

70

60

50

40

30

20

10

0
One Two Three Four or More

INTERPRETATION:

It is observed that there are 70% subscribers who have single DTH connection
in their home and 20% subscribers have Two DTH connections in their home
And 5% subscribers have Three DTH connections.

28
 3. How much do you like to pay for your DTH connection per month?

10

15
40 150
250
300
350 or more

35

INTERPRETATION:

The above mention graph shows that there is 40% subscribers’ buys RS.150
package, 35% subscribers buys RS.250 package, 15% subscribers buys Rs.300
package and 10% subscribers buys Rs.350 package for their DTH connection.

29
 4. Which DTH network do you own?

40

35

30

25
40
20
30
15
20
10
10
5

0
Dish TV Tata Sky Big Tv Others

INTERPRETATION:
The above mention graph represents that there are 30%: 20%: 10%: 40% this
ratio represents the no. of subscribers who have Dish TV, Tata Sky, Big TV and
others connections.

30
 5. From where did you come to know about your DTH service provider?

45

40

35

30

25
45
20

15 30

10 20

5
5
0
Newspaper Banners Magazine Referrel

INTERPRETATION:
The above mention graph shows that there are 45% people out of 100 knows
about DTH connections via newspaper, 30% via banners, 5% via Magazine and
20% via Referral.

31
 6. How many channels do you get in your package?

40
40
35
35

30

25

20
15
15
10
10

0
Around 50 Around 100 Around 150 Morethan 150

INTERPRETATION:
In the above mention graphs 40% subscribers have Around 50 channels in their package,
35% have 100 channels, 15% have 150 channels and 10% subscribers have More than 150
channels in their package.

32
 7. Scale your satisfaction from your DTH?

10
25

Bad
Average

35 Good
Excellent

30

INTERPRETATION:
In the above mention graph it shows that 10% subscribers does not satisfied from DTH
connection, 35% says its an Average connection, 30% is satisfied and 25% is more than
satisfied.

33
 8. What things you don’t like about your DTH service?

40
40

35
30
30
25
25

20

15

10
5
5

0
Price poor Service Picture Quality Other

INTERPRETATION:
In the above mention graph shows that 25% says that it has higher prices, 30% says that it
provides poor services, 5% says that poor picture qualiy and 40 % have other related
problems/issues.

34
 9. What do you like most about your DTH service?

10
20

Clearity
Value for money
30
Features
All of these

40

INTERPRETATION:
In the above mention graph it shows that 10% subscribers satisfied from All of the sections
which are given above, 20% for its clarity, 30% from its features and 40% checks the value
for many concept while purchasing the connection.

35
 10. Do you easily get recharge for your DTH service provider?

30

yes
no

70

INTERPRETATION:
In the above mention chart it represents that 70% public out of 100 says easily they recharge
their packages of DTH and 30% says that they get difficulty when recharge their pack.

36
 11. What all feature are you looking for in your next DTH provider?

40

35

30

25

20 40

15 30

10 20

5 10

0
Interactive Quality Service All

INTERPRETATION:
40% subscribers says that they looking for interactive services from a DTH provider
10% consider the quality of picture provide by the DTH service provider
30% consider the better services by the provider
20% consider all of the above.

37
 12. Which DTH service provider will you switch to?

30

25

20

30
15
25 25
20
10

0
Airtel Digital Tv Dish Tv Tata Sky Other

INTERPRETATION:
In the above mention graph it represents that 20% wants to move to Airtel Digital TV
30% switch to Dish TV, 25% switch to TATA SKY, and 25% wants to switch to
other DTH service providers.

38
13. Which marketing scheme attracts you most?

35
35

30
25 25
25
discount
20 Promotional Offers
15
Service Package
15
Brand Image
10

INTREPRETATION:
In the above, discount scheme is more likely selected by the public as compare to
promotional offers, service packages, and brand image.

39
14. What recommendations would you like to make?

45
40
40

35

30
25
25
20
20
15
15

10

0
A B C D

INTREPRETATION:

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 internet which can make them unique in their
category.

40
 CHAPTER-5
FINDINGS AND SUGGESTIONS

41
 FINDINGS
1. Awareness of new connection and new recharge offers of Dish TV is similar to Tata
Sky and Airtel Digital.

2. There is a communication gap between the company and the dealers.

3. Availability of vouchers lie between price ranges from Rs 100 to 1000.

4. Availability of voucher is one of the major issues among DTH dealers.

5. EPRS system seems to be the most troublesome recharge option for DTH.

6. In case of Dish TV because of frequent trouble complains in EPRS recharge option,

vouchers are preferred over others that are not the case with other brands who use all
other options.

7. Customer care service is considered to be very poor as dealers often complain of

problems in recharge process.

8. Many dealers say they recommend Tata Sky and Airtel because they get the
installation done much faster in comparison to Dish TV. With Dish, it takes up to 3-4
days sometimes.

9. The company hasn‘t been able to keep up the promises made to the customers, like
installation and activation commitments are often not met.

10. Communication between the Call Centre and the Service centre is not good.

11. Customer Care is not reachable on Toll-Free easily, waiting time is high on toll-free
numbers.
12. Changes in price plans and offers more frequently confuses customers which beings
down the consumer satisfaction levels.
13. There has been a growing trend of dish TV customers and dealers being shifting to
other major brands like Tata Sky and Airtel Digital as they provide better value added
services like after sale service, recharge facilities and customer care.
14. Most dealers surveyed have complained that the Distributor/Sales people do not visit
much and they are not receiving sufficient support.

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 SUGGESTIONS

1) Increase awareness: Since there is lack in communication channel, it should be

tackled with care and dealers should be constantly made aware about 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 Tata sky and Airtel have clear edge over
value added services like free installation DTH needs to mend its strategy to face
these 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 Dish TV 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 is proving no good for Dish TV as it is in way frustrates the
customers with changes in offers without being informed about it.
6) Voucher Availability: Make proper channel of Distribution of voucher. As
sometimes it becomes hectic for any consumer to find a voucher recharge dealer.
7) Visibility: Danglers create more impact on customer mind, it always visible and
promote offer and help to recall brand resonance.
8) Environmet: The company should make changes according to the other competitors
& according to the customer’s expectations.

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 LIMITATIONS
 Bad or poor Customer care.
 Bad or unclear Reception of Some Channels.
 Less advertisement in initial stage.
 Less variety of channel packages.
 Failure of Telecommunication Network.
 Complexity of payment for tariff.
 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 for DTH against cable TV.

44
BIBLIOGRAPHY

45
 BIBLIOGRAPHY

 www.Google.co.in
 www.tatasky.com
 www.distv.com
 www.scribd.com
 www.dthindia.com
 www.indiabroadband.net
 www.grabon.in
 www.en.wikipedia.org
 www.ddindia.gov.in
 www.investopedia.com

46
 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. Dish TV [ ] 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 [ ]

47
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 plan to change your existing DTH service provider?
1. Yes [ ] 2. No [ ]
XII. What all 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. Dish TV [ ]

3. Tata Sky [ ] 4. Other [ ]

XIV. Which Marketing scheme attracts you most?
1. Discount [ ] 2. Promotional offers [ ]

3. Service package [ ] 4. Brand Image [ ]

48