Ankit SIP Final Big Tv

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    ACKNOWLEDGEMENT.................................................................................................................. 2

    DECLARATION............................................................................................................................... 3

    CERTIFICATE................................................................................................................................. 4

    Chapter 1 ..................................................................................................................................... 5

    Introduction................................................................................................................................. 6

    Scope of the Study ...................................................................................................................... 7

    Significance of the Study ........................................................................................................... 7

    Objectives of the study................................................................................................................ 7

    Literature Review...................................................................................................................... 8

    Scheme of Dissertation............................................................................................................... 9

    Chapter 2 ................................................................................................................................... 10

    Industry Profile........................................................................................................................ 11

    Company Profile ...................................................................................................................... 27

    Chapter 3................................................................................................................................... 35

    Research Methodology............................................................................................................ 36

    Introduction......................................................................................................................... 36

    Research Design .................................................................................................................. 36

    Sample Profile...................................................................................................................... 36

    Tools and Methods Data Collection ................................................................................... 37

    Limitations........................................................................................................................... 38

    Chapter 4................................................................................................................................... 39

    Data Analysis ........................................................................................................................... 40

    Chapter 5................................................................................................................................... 40

    Interpretation and Findings ...................................................................................................... 47

    Chapter 6................................................................................................................................... 50

    Recommendations and Discussions ........................................................................................ 51

    Bibliography ................................................................................................................................ 52

    Questionnaire .............................................................................................................................. 54

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    It is a pleasure to record my thanks and gratitude to persons & organization whose

    generous help and support enabled me to complete this study within the stipulated time


    At the outset, I am grateful to Reliance Communication (BIG TV Entertainment Ltd.) for

    giving me the opportunity. My special thanks to Mr. Vivek Mishra (BIG TV, Sales and

    Marketing Head, EAST ) who gave me the oppurtunity to work with the esteemed

    organisation under his guidance. I would like to thankMr. Vincent Biswas (Cluster Head,

    Kolkata) along with his team who provided every possible guidance and support incompleting my project and a host of other officials for their active help and cooperation at

    each stage of the Project.

    Lastly, I would also like to express my sincere gratitude to my Project Guide Prof.Mr. R.

    Srinivasa Rao (Faculty SSIM) who continuously acted like an anchor through out the

    project duration.

    However I take the responsibility of all my shortcomings.

    Ankit Singh

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    I Ankit Singh declare that this project report titled DTH INDUSTRY- Trade & Consumer

    Preferences: With a special focus on BIG TV in Kolkata cluster Region is my original

    work carried out under the esteemed guidance ofProf.Mr. R. Srinivasa Rao faculty ofSiva

    Sivani Institute of Management, Secunderabad for the partial fulfillment of my PGDM -

    Triple Specialisation course.

    Place: Secunderabad. Ankit Singh


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    This is certifying that Mr. Ankit Singh, student of this institution has undergone

    specialization project and completed his project work in Kolkata City. He worked on the

    topic DTH INDUSTRY- Trade & Consumer Preferences: With a special focus on BIG

    TV and completed the project successfully under my supervision and guidance.

    I wish him all success.

    Place: Secunderabad Prof. Mr. R. Srinivasa Rao


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    Chapter 1

    D T H I N D U ST R Y- T R AD E & C O N SU ME R P RE F E R E N C E S- B IG T V .

    Chapter 1


    Sc op e o f study

    Significanc e of stud y

    Ob jec tive o f study

    Literature review

    Sc heme o f Disserta tion

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    Scope of the Study

    This study is confined to the analysis of retailers and customers view on products and

    services of Reliance BIG TV viz a viz competitors in Kolkata and near by places. The study

    gave opputunity to understand the distribution channel of BIG. The study is conducted in 2

    cities Kolkata and including the rural and semi urban areas of Kolkata. Special preference is

    given to the study of customer, retailers and distributers problems and grievances. Study

    also became a path way to the launch of new product from BIG TV the new advance

    HD+DVR set top box with high definition picture quality and recording the first in India.

    Significance of the Study

    The project will help Reliance BIG TV to know their target segment and retailers satisfaction with

    the companys policies as compared to its competitors. The analysis done on the retailers surveypoints out the key features essential to improve their performance. This study will not only help to

    analyze the various problems associated with the distribution channel and the distributors but also

    helps to understand other factors that influence the buying decision of a retailer like income,

    returns, risk, liquidity etc. It also helps to identify the retailers expectations from the company and

    how the company can better enhance its services to meet the retailers needs best. Apart from this

    the findings of the study can be further used for implementation so that the retailers is benefited

    which will ultimately benefit the organization.

    Objectives of the study

    Objective of study is :

    To evaluating the position of BIG TV with respect to other DTH players across Kolkata.

    To find out the reasons for low market share of Big TV in Kolkata Region.

    To find out the most viewed channels and most preferred channel packs from existing DTH

    users and non user.

    To find uncovered areas and possible market in kolkata n near by places.

    To ind the view of consumers about the DTH services and persuading them to move to DTH

    specially BIG TV.

    To do a comparitive study of various DTH players and services provided by them.

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    Literature Review

    Since the DTH market in India is tiny and vastly untapped, its potential for growth is

    immense. Consider the numbers industry experts are bandying about: Indias TV

    viewership is the second largest in the worldwe are adding over 14 million new TV sets a

    year to the 130 million TV households; of these, 97 million are cable & satellite (C&S)

    homes, growing at 25-30% annually.

    The DTH market now has 14-15 million subscribers, but by 2012, it could swell to 35-40

    million. The DTH market in India doubled in 2009-10; of the 1.75 Crore DTH subscribers in

    India, 70% are in rural areas and towns with populations below 10 Lakhs, which has 50%

    of 12.5 Crore cable TV Homes, are in India.

    After its launch in 2003, the Indian DTH industry has come a long way, adding more players

    in this business and has been growing at a high rate. The industry has survived theglobal

    financial meltdown and has come out with high growth numbers in 2009 & 2010.

    A neat 20 per cent annual growth is being witnessed in the DTH sector in India with over

    8.5 million households having digital pay-TV.

    According to Harsh Bijoor, a brand consultant, Since Dish TV, the biggest market player on

    the Indian soil, has not scraped even five per cent of the pie, there is plenty left for other

    players to eat.

    Interestingly, the rural rich were the first to positively respond to the advent of DTH

    industry and those in the remote areas with no or unreliable access to the cable services

    will be tapped in by the DTH players.

    The Indian Readership Survey 2009 R2 findings have shown that the Dish TV is the largest

    player with over 5.8 million subscribers, followed by Tata Sky, Reliance BIG TV, Airtel

    Digital TV and Sun Direct, which has a predominance in the southern zone.

    The zone wise analysis puts the western zone with 4.24 million topping the subscriber base

    charts and the North, South and East following the lead.

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    Scheme of Dissertation

    Although we have found out from our literature review that DTH industry is having a very

    small share in Indian entertainment Industry, A lot can be done by various DTH players to

    increase the share of DTH in the pie. Here in is this project we are trying to focus upon the

    various factors that are stopping the comsumers of India specially in kolkata region to

    switch there preferences to DTH which is much more advance in technology. Despite of

    presence of big multinational companies in DTH market like Zee, TATA, Reliance et al.

    people are not ready to shift from cable TV. The report also focuses upon the user

    preference about various services of DTH players.

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    Chapter 2

    D T H I N D U ST R Y- T R AD E & C O N SU ME R P RE F E R E N C E S- B IG T V .

    Chapter 2

    Industry Prof ile

    Ind ian Television Ind ustry.

    Indian DTH Industry.

    Com pa ny profile

    Reliance ADAG.

    Reliance Com munica tion.

    Relianc e BIG TV.

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    Industry Profile


    The history of Indian Television dates back to the launch of Doordarshan, the countrys

    national television network in 1959 when the transmission was in black & white. The 9th

    Asian games which were held in 1982 in the countrys capital New Delhi heralded the mark

    of color television broadcast in India.

    In 1991, Indian economy was liberalized from the license raj and major initiatives like

    inviting FDI, deregulation of domestic businesses emerged. This led to the influx of foreign

    channels like Star TV and creation of domestic satellite channels like Sun TV and Zee TV.

    This virtually destroyed the monopoly held by Doordarshan.

    In 1992, the cable TV industry started which changed the way the average Indian watches

    the television. Every city in India had a new breed of entrepreneurs called as cablewallahs

    or Local Cable Operators (LCO) taking in charge of distribution. Since this was a

    disorganized sector carrying new channels on the existing infrastructure required new

    investments which the operators were reluctant to make. This led to the emergence of a

    new breed of firms called as Multi System Operators (MSO) who had heavy financialmuscles to make capital investments and liaised between the cable operators and the

    channels. MSOs provide the feed to the local operators for a fee.

    In 1995, government felt the need of regulation in Cable TV and passed the Cable TV

    network (Regulation) Act. This was also the time when the state owned Doordarshan and

    All India Radio came under a new holding called as PrasarBharati to give them enough

    autonomy. The LCOs reported a lower number of connections where as the broadcasters

    demanded a higher rate. MSOs were finding it difficult to operate under these conditions.

    This led to an amendment of the Cable TV networks (Regulation) Act in 2002 to provide

    Conditional Access System (CAS). With CAS, the last mile distribution could be addressable

    with accuracy and digitalization of 2 broadcast was also possible. CAS was rolled out in

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    2003 staring from Chennai and later to parts of Delhi, Mumbai and Kolkata. On the DTH

    front, TRAI issued the guidelines for operating DTH. Countrys first DTH license was

    awarded to Dish TV in 2003 which started operations in 2004. PrasarBharati also started

    its product DD-Direct+

    Figure 1: Changing Modes of Entertainment.

    In 2007, TRAI proposed a new initiative by name Headend-In-The-Sky (HITS) model as an

    alternative to the existing cable distribution. Instead of the MSOs providing the bundle, there will

    be a single HITS operator who will prepare the bundle of channels and beam it to the Headend in

    the satellite. With the average Indian getting younger, and hence more likely to spend on

    nonessentials, the entertainment industry has the potential to grow explosively in the future. Now

    the industry is ready to enter a second stage of growth powered by the twin engines of

    technology (availability of quality infrastructure and the accelerated penetration of digital

    connectivity) and an enabling regulatory environment.

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    DTH service was launched back in 2004 by launch of Dish TV by Essel Group's Zee

    Entertainment Enterprises. Later on public broadcaster Doordarshan launched its free to

    air DTH named DD Direct+.

    In 2006 Tata teleservices in collaboration with British Sky Broadcasting, a subsidiary of

    News Corporation started a service named Tata Sky.

    In 2007 the war of DTH heated up when 2 telecom giants Airtel and Reliance

    Communications along with a strong south Indian media group Sun TV and Electronics

    Company Videocon declared to launch their DTH services.

    The south Indian DTH service mostly providing South Indian Channels SUN DIRECT was

    launched in mid 2008 which provides service in South Indian States and Reliance ADAG

    launched their DTH service on 19 August 2008. Later on Airtel launched its services as

    Airtel Digital TV on 9 October 2008. As of July 2009 Videocon D2H+ has soft launched in

    Haryana, Punjab, Himachal Pradesh, Jammu & Kashmir and Chandigarh.

    In the current context of the global financial meltdown, the Direct to Home (DTH) industry

    in India is in the throes of multifarious challenges and opportunities.

    The big game is all about shaping up grandiose plans to master the winning rules to

    garner as much portion of the Indian DTH pie as possible by a handful of players.

    Since the DTH space denotes big value, akin to the space occupied by television and

    telephony, inter-firm rivalries have thrown up price wars, discount schemes, procurement

    of transponders, ambitious targets for improving the subscription base, popular bouquet of

    channels, set top boxes with superior quality of videos, improving content, etc as a

    desperate means to entice the Indian viewer. A neat 20 per cent annual growth is being

    witnessed in the DTH sector in India with over 16 million households having digital pay-


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    According to Harsh Bijoor, a brand consultant, Since Dish TV, the biggest market player on

    the Indian soil, has not scraped even five per cent of the pie, there is plenty left for other

    players to eat.

    In the early 2008, five major players, Zees Dish TV, Tata Sky, Reliance ADAG, Sun Direct

    and Bharti Telemedia formed an umbrella body DTH Operators Association of India

    (DOAI). Dish TV is the largest DTH provider with a subscriber base of around 5 million,

    Tata Sky, a DTH joint-venture Company between Star (owned by Rupert Murdoch) and the

    Tata Group (20:80), now has around 3.4 million connections and the forecast for 2012 is

    that it will further increase to eight million, Sun Direct, the 80:20 JV between the Maran

    family and the Astro Group of Malaysia, over 2.3 million, Big Tv about 1.2 million and Airtel

    Digital Tv about 0.3 million subscribers (Source: Business Standard, May 1, 2009).

    According to sources, DD Direct Plus has a subscriber base of about 3-4 million subscribers,

    mostly in the remote corners of the country not connected by terrestrial or cable television.

    DTH operations in India could be enhanced if the dearth of satellite capacity is removed by

    increasing the number of available Ku-band transponders that at present is 12 on Insat 4A,

    which in turn would mean more channels for viewing.

    Tax burdens on DTH are another area of complaint for operators. Around 40 per cent of

    revenues are siphoned off to pay taxes and license fee and another 12 per cent for services

    imposed by the Central government. Apart from this, there are entertainment taxes thatdiffer from state to state.

    Share of DTH in TV Household

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    Still, as DTH is still a relatively new category and most people are hesitant to experiment

    with it. It is 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.

    Pay TV market on Growth Trajectory

    Porters Five Competitive forces: Direct to Home

    Porters model is based on the insight that a corporate strategy should meet the

    opportunities and threats in the organizations external environment. Especially,

    competitive strategy should be based on an understanding of industry structures and the

    way they change. Porter has identified five competitive forces that shape every industry

    and every market. These forces determine the intensity of competition and hence the

    profitability and attractiveness of an industry.

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    The Five Competitive Forces as applied to Direct to Home industry are described as


    Buyers: Bargaining power of buyers

    With enough options to choose both from the point of alternate mediums like Cable, IPTV

    and Terrestrial broadcast and from the point of increasing DTH operators, the consumer is

    at his will to decide. Customers will continue to have a high bargaining power until DTH

    platforms try to differentiate them as superior players with better content and clarity.

    Suppliers: Bargaining power of suppliers

    DTH industry relies on three major supplies: Customer Premise Equipment (CPE)

    comprising of the satellite dish, Set Top Box with the necessary Access card, the Ku band

    transponders in the orbiting satellites and content. With India overtaking Japan as Asias

    largest DTH, the bargaining power of Indian DTH operators with CPE supplies haveincreased. However, the availability of transponders is increasingly becoming difficult. The

    Ku band transponder is generally provided by Astrix, the commercial wing of ISRO either

    through its own satellites or by leasing transponders from suppliers. With only two

    domestic satellite launches between 2007 and 2010 and increasing DTH players, Astrix is

    in a better position to use DTH as its cash cow for the next 5 to 10 years. Also the crash of

    INSAT 4C and NSS-8 has worsened the situation of

    DTH players. As there is not much of regulation particularly in terms of channel pricing,

    acquiring content from the broadcasters is also difficult. DTH vendors are at the mercy of

    the broadcasters.

    Potential Entrants: Threat of new entrants

    With already 7 players in the DTH space, threat of new entrants is relatively low. There is

    already enough competition which will discourage new firms to enter this business. While

    getting a license is relatively easy, the barriers to entry are high when it comes to pricing of

    CPE and getting the required transponders.

    Substitutes: Threat of substitutes

    DTH faces stiff competition from the terrestrial, cable and IPTV. As per the industry

    estimates, there are 130 million TV homes of which 97 million are served by cable and

    around 15 million by DTH with the remaining taken by terrestrial transmission.

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    Industry competitors: Segment rivalry

    Presently as on 2010, these are the main DTH service providers in India:

    DD Direct state owned free service provider

    Dish TV - owned by Essel Group, was the first commercial DTH service provider.

    TATA Sky owned by TATA group, largest DTH service provider presently in India.

    Sun Direct owned by Sun group, primary focus is on low income groups and

    regional viewers.

    Reliance Big TV - Owned by Reliance group, new entrant into the market.

    Airtel Digital TV Owned by Bharti group, new entrant with aggressive marketing


    Videocon D2H Owned by Videocon group, new entrant into the market.

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    Market Share

    With 7 operational players, the segment rivalry is quite high. The competition from state

    owned DD-Direct to private players is negligible from the content point of view as the

    number of channels offered by DD-Direct is very limited. However, DD-Direct does not

    charge any monthly subscription fee which poses a threat to the private players. Between

    Dish TV and Tata Sky there is an intense rivalry exhibited by price wars and discount

    schemes offered to new connections. Being the first mover, Dish TV has price advantage in

    both the STB as well as procuring the transponders. On the other hand, Tata Sky claims its

    STB having superior DVD quality video. There is also a competition at acquiring the




    Dishtv was the first entrant in the DTH category and has thus become synonymous with the

    satellite TV broadcasting business in India. Leveraging its lineage with the Zee group,

    dishtv has built a commendable brand and relevant product that answers the consumer

    needs for quality entertainment. Some of the inherent strengths stem from a strong

    presence all across the geography of India, consumer friendly and pocket friendly multi-tiered and customizable regional packages, abundant transponder capacity to support its

    widest content basket, a very strong and diversified content offering addressing consumers

    with diverse needs of genres and languages, an extremely cost conscious structure and a

    superior technology for the entire gamut of services. The technological edge and

    differentiation with respect to other brands stands exemplified through its unique offerings

    of mobile dish with presence in aircrafts (Kingfisher), navy war ships, mobile vans and

    selected railway saloons.


    The subscriber acquisition cost is still very high. However, compared to the current

    industry benchmarks, it stands at the lowest by far. The cost towards acquiring consumers

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    is under constant scrutiny in an endeavour to bring it down. In a market trend of

    consumers down sliding on the packaging tiers, due to more value being packaged at the

    lowest packs, dish tv has exhibited a growth in ARPU. However, ARPU continues to be an

    area of concern with the constant endeavour to monitor, upgrade and enhance the



    Indias 127 million television owning households, which define the potential depth for the

    DTH category, will act as a low hanging fruit for adoption. The further roll out of CAS by the

    new Government, into more towns will impact the growth rate of the DTH category and

    trigger consumers to make a decision between digital cable and DTH, thereby aiding faster

    expansion of the digital entertainment world. Enrichment of Value Added Services (VAS)basket with gaming and a host of active services, some going pay, will continue to be

    opportunity areas for revenue enhancement. An eventful sporting calendar with the

    ensuing Commonwealth games and a series of Cricketing tournaments will act as a catalyst

    for this category too. The recent stabilization and a revived hope for bouncing back of the

    economy as early as the second half of this year will facilitate faster adoption of the

    category. Emergence and growth of traffic at the organized retail chains like Big bazaar,

    Next, The mobile store, Reliance digital etc. will also add more visibility leading to better

    acceptance of the product.


    DTH is currently a six player market. Price cuts and reduced margins, spurred by severe

    competition, can pose a threat to revenue enhancement. Improved quality of services by

    digital cable and IPTV players are potential threats. Churn management and retention cost

    scan negatively impact bottom-lines unless constant attention and Strategy is deployed to

    manage and control the subscribers base.

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    DTH Market Structure

    The DTH market structure can be classified into three categories; Market leaders, Market

    challengers and Market followers. There is intense competition as some of the leading

    players have not only succumbed in the sales for acquiring new customers but has started

    losing existing ones to Tata Sky, Big TV and other new entrants.

    Market Leader:

    Dish TV Indias first DTH service provider launched in October 2003 is the market leader

    with 6.4 million subscribers. Dish TV continues to be a market leader with 32% market

    share in 7 player scenario on date, with sizeable sales and distribution infrastructure of

    over 650 distributors and 45,000 dealers across 6500 towns once again, the largest in the

    category. This reach into far flung markets enables building of a diverse subscriber base

    across consumer segments, which are supported by its rich content of regional channel

    offerings. Dish tv has maintained its leadership position through an improved market share

    of all DTH subscribers. New offers, extensive marketing campaigns have contributed to

    impressive subscriber acquisition and are committed to provide the best value to our

    customers and investors by enhancing operational efficiencies and by leveraging

    economies of scale.

    Market challengers:The gap between the leader and the challengers is decreasing because of the increasing

    competition and promotion strategy followed by each player.


    In the enormous consumer market that is India, occasionally an opportunity arises that can

    create incredible growth and profitprovided those who seek to capture it can move

    quickly enough. TATA wanted to capitalize on this opportunity as there was currently only

    one player in the DTH market. It was the second Mover after Dish TV leveraging on brand

    TATA and high brand recall. Incorporated in 2004, Tata Sky is a JV between the TATA

    Group and STAR. Tata Sky endeavors to offer Indian viewers a world-class television

    viewing experience through its satellite television service. The key business challenge in a

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    country like India is meeting customer demandswhich are very dynamic under the

    regulatory purview of the country.


    Sun Direct is the fastest growing DTH service provider having garnered over 1.9 million

    subscribers since its launch in December 2007 and aims to become one of the leading

    players in the DTH space. Sun Direct challenged the existing players by involving them in

    the price war by acting as a discounted brand. It started offering subscriptions at as low as

    Rs 99 to reach as much at the bottom of the market. The biggest differentiator for the brand

    is the pricing point which is

    lesser than the other brands. The other point of differentiation is with regard to their

    distribution channels. It is being made available in most basic shops such as telephone

    booths, cycle

    repair shops and video parlors. Sun DTH was the first one to move into the MPEG4 league

    and soon after the PAN India launch HD services will be launched. Another first from SUN

    DTH is the launch of exclusive comedy channels for its subscribers.

    Market followers:


    The approach being followed is of Market Follower (as they are late entrant and theirprimay objective is to attract max subscribers in shortest span of time.

    Consumer Behaviour Pattern

    Major Factors influencing the purchase decision of DTH are as below:

    1. Price

    2. Customer Service

    3. Reception

    4. Program choices5. New Technology and

    6. Technical Support

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    Strategies to sustain in competitive growth market

    Advertising & Promotion:

    Indian TV channel broadcast 15.7-mn advertisement every year, which totals to 362-mnseconds of TV advertisement every year. India currently has over 400 channels.TV viewer

    ship has declined by 5% since 2001. TV broadcasters are expected to increase

    advertisement rate this year by 16-18%. DTH industry uses different marketing strategies

    for promotion and sales of its products. It gives advertisements with their brand

    ambassadors which attract customers, door to door selling, on the phone selling, discount

    and offer sales, packages, etc. Marketing practices is a continuous process as the

    competition keeps increasing among the players in the industry. Each player is investing lot

    of money in promoting there brands. Many players are making advertisement with movie

    actor and actress as brand ambassadors for their products because DTH is mainly

    considered with entertainment. Some of the companies like Tata sky is having Super Star

    Aamir khan as brand ambassador and Airtel is having many film stars like Kareena Kapoor,

    A.R. Rahman, Saif Ali khan, etc. Dish TV is also having Super Star Shahrukh khan as the

    brand ambassador. Sun direct also use southern actress for their brand

    promotion.Marketing practices are the decisions taken by the manufacturing company to

    increase sales, expand themselves into many areas etc. Successful marketing practices

    bring sale up, while unsuccessful marketing practices have no impact on sale or negatively

    impact sale. Marketing concepts specific to the industry is primarily targeted at a niche

    segment who buys the TV sets from the electronic retail chains.

    Product Innovation

    The concept of innovation in DTH industry is INCREMENTAL innovation; everything that is

    done is due to constant research of many marketing and analysts to bring many

    innovations to the existing products in the DTH industry. Incremental innovation is the apt

    innovation which is suitable and all the DTH players are concentrating up on. This

    innovation makes the business to grow continuously and brings advantages to the

    customers using the products and the service. There are many sources of innovation for

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    this industry as mentioned in the above, the technology and the people are the main

    sources for the innovation. Customers opinions and their needs can be served by providing

    a service which is matching to their needs and requirements. Digital TV, the DTH service

    from Airtel, has announced Indias first skin integration innovation on its EPG screen in

    partnership with Yahoo. Yahoo takes forward its latest brand campaign YOU in this first

    of its kind partnership where an online portal will use DTH as a medium to promote itself.

    The Electronic Programming Guide screen on Airtel digital TV is now completely

    integrated with Yahoo Indias homepage. Customers will find a message Fill your home

    page with all the things that make YOU when they log onto to the EPG screen. A prompting

    Red Button will take them to a dedicated landing page that elaborates the offerings on

    Yahoo Indias new home page. The YOU campaign enables users to customize the home

    page as per their liking and empowers them with the choice to integrate social applicationssuch as Facebook with their Yahoo homepage. This whole idea was conceived by Network

    Play, right from design elements to execution and thanks to Mindshare for buying into the

    idea and flawlessly helping people execute it. Tata Teleservices Limited has announced a

    technological breakthrougha first-of-its kind innovation in India with the launch of TATA

    Photon TV, a new application that allows Tata Photon Plus subscribers to watch live

    television channels on their laptops while on the move, and on their personal computers at

    home and in the office. The Photon TV service is exclusively available to Photon Plus users.

    With its growing popularity, Photon Plus has caught the admiration of millions of users

    across the country, with its high-speed data access capabilities and the ease of mobility.

    TATA Photon TV is a personal computer- and laptop-based video streaming application,

    which allows Tata Photon Plus users to view live TV feed from various sports, news,

    entertainment and regional channels, and to watch recorded TV shows from the library (viz

    Coffee with Karan, Zoom, Pogo, etc), movies, music and videos on demand.

    Internet Browsing charges will be charged as per your Photon+ tariff plan and it would be

    applicable while viewing Photon TV. These charges would be over and above the

    subscription charges for the Photon TV. (Approximate data usage is 1-2MB per Min). Rate

    of innovation in this sector is growing at a faster rate in the recent years where as it is not

    very impressive before this period. The reason for this is the fair competition between the

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    all players in this DTH industry. It led to the development of new products in this sector

    which also led to the diversification of products as there is abolition of entry of foreign

    industries into Indian industries initially. It also made the industries in this sector to

    establish their own R&D departments for successful product innovations like Airtel Live,

    Videocon d2h.

    Market segmentation


    In terms of geographical location, North India and Western India together contribute over 8

    million DTH subscribers, while the southern market contributes 3 million. The states of

    Maharashtra, Goa, Punjab, Uttar Pradesh, and Rajasthan are the leaders in DTH

    subscription, contributing over 6.5 million DTH connections to the overall base.

    Urban and Rural:

    In order to cater to the diverse taste and needs of both urban and rural people, operators

    provide entirely different range of services and offerings. In rural areas, fleet of vans for

    demos, installation as well as selling hardware and pre-paid vouchers are being used. Most

    players are building up their subscriber base by targeting viewers outside the big cities,

    which suggests that about 60 per cent of DTH subscribers reside in rural areas and towns

    with a population under a million.

    Region and Stat es:

    It has come up with special offers for the southern region where regional and sports

    channels are viewed the most. Like Ultimate sports bonanza offer Rs 1890 with 3 Months

    of South Silver subscription available in Tamil Nadu, Kerala, Karnataka & Pondicherry only.

    Ultimate sports bonanza offer - Rs 2490 with 12 Months of Silver subscription available in

    Andhra Pradesh only. Dish TV has structured a basic bouquet of customized package of

    channels which are in demand in a particular state at a very affordable price pack like

    North diamond pack and South diamond pack. Marathi channels namely Star Pravah and

    Star Majha for its Marathi speaking customers.

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    AGE and GENDER:

    As the market gets fragmented, niche channels will become more and more desirable. The

    increased interest in unique content channels is in line with the international trend, where

    once the market matures, consumer needs come into focus. Thus channels on Education,

    Women, Gardening, a variety of Sports, Wellness and Religion, etc. make their appearance.

    Most of the players in DTH offer niche channels to create a unique and exciting offering for

    its viewers of every age and gender segment. DTH industry mainly concentrates on women

    who dont like missing their daily soap and news more ever women are able to learn

    English speaking which is a very special feature of DTH. DTH also concentrates on children

    also by providing them games, dictionary, some discovery videos specially inbuilt, maths,

    and science and social knowledge. It also focuses on old people as it has updated videos of

    various holy and religious places. Dish TV recently launched Children Films Festival with a

    bouquet of over 25 super-hit films across various categories priced at Rs. 25/- per movie

    thus targeting the children segment. Besides this value added services like Games Active,

    Bhakti active services etc carters to needs of customers from various age groups and



    Recognizing the vast differences in tastes and pocket sizes of different consumer segments,

    content has been aggregated and classified into 4 different packages namely MAXI,

    WELCOME, FREEDOM PLUS and FREEDOM packages .While the Maxi and Welcome packs

    are price drivers and target high ARPU consumers, the value pack offerings in Freedom and

    Freedom Plus packages are volume drivers that inspire new subscribers to come on board

    through a low price point and basic channel offering. The strategy is to gradually upgrade

    the low ARPU subscriber too, through tailor made add on packs on a-la-carte like movies,

    business, etc. basis for specific entertainment needs. Keeping income levels of consumers in

    mind, operators apprise the consumer of its three tier pricing. It gives a choice to the

    consumer to select from a three level flexi plan that bundle three, six or 12 months of

    subscription along with the initial box.

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    DTH operators come out with new offers of channels or new buyer schemes at relatively

    cheaper rates on occasions of festivals or major sports events. For example It offers

    benefits to customers like: In a cricket match choosing the language of the commentary,

    camera angles, know player statistics and watch match highlights at our will. In the past

    Dish TV has come with schemes like Diwali Double Dhamaka (November 2007), the IPL

    Pack (April 2010), 'Summer Sports Bonanza' (June 2008), Special Onam Offer for Kerala

    (August 2007), World cup offer (March 2007).


    Every product has its non-users, ex-users, potential users, first time users and regular

    users. In order to attract the non-users and potential users time and again competition has

    forced players to introduce innovative and exciting consumer promotion offers into the

    market. Schemes like World Cup Free Offer, Free bhi Zyaada bhi, Ab Sab Sikandar, and the

    landmark Set Top Box Free Offer, have not only added to the pace of acquisitions but

    attracted specific consumer audiences like sports lovers and kids into its fold.

    In conclusion, each player has cautiously segmented the market through an expanded

    product range at appropriate price points to stay competitive. By offering packages like

    cinema active, khel active, movie active, music active is targeting people with specific

    lifestyles. Premiering new movies within weeks of their releases is targeted at people who

    want to see latest movies at affordable prices. Latest movies are premiered within weeks of

    their release. Dish TV has also targeted the youth segment with offers like Michael Jackson

    Live in Bucharest tour for just Rs 25, Microsoft Xbox 360 Arcade.

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    Company Profile

    Reliance Anil Dhirubhai Ambani Group

    The Reliance Anil Dhirubhai Ambani Group is among Indias top three private sector

    business houses on all major financial parameters, with a market capitalisation of

    Rs.325,000 crores (US$ 81 billion), net assets in excess of Rs.115,000 crores (US$ 29

    billion), and net worth to the tune of Rs.55,000 crores (US$ 14 billion).

    Across different companies, the group has a customer base of over 100 million, the largest

    in India, and a shareholder base of over 12 million, among the largest in the world.

    Through its products and services, the Reliance - ADA Group touches the life of 1 in 10

    Indians every single day. It has a business presence that extends to over 20000 towns and

    4.5 lakhs villages in India, and 5 continents across the world.

    The interests of the Group range from communications (Reliance Communications) and

    financial services (Reliance Capital Ltd), to generation, transmission and distribution of

    power (Reliance Energy), infrastructure and entertainment.

    Reliance ADAG Areas of Businesses.

    Reliance Capital Ltd.

    Reliance Mutual Fund.

    Reliance life insurance Company Ltd.

    Reliance General Insurance company Ltd.

    Reliance Money Ltd.

    Reliance consumer finance ltd.

    Reliance Portfolio Management.

    Reliance Communication Ltd.

    Reliance Telecom ltd.

    Reliance CommunicationsInfrastructure Ltd.

    Reliance Globalcom.

    Reliance infratel ltd

    FLAG Telecom.

    Reliance BIG TV.

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    Reliance Infrastructure Ltd.


    Mumbai metro 1

    Speciality Real Estate.

    Special Economic Zone.

    Reliance Natural Reasources Ltd.

    Gas Coal Liquid


    Reliance Power ltd.

    Rosa Butibori Sasan

    Sahapur Krishnapatnam Sobla

    BSES Delhi

    BSES Yamuna Power Limited (BYPL)

    BSES Rajdhani Power Limited (BRPL)

    Reliance HR Services.

    Reliance BPO.

    Reliance Transport and Travels.

    Reliance Venture Asset Management Limited.

    Mudra Communication.

    Reliance Big Entertainment

    BIG 92.7 FM

    BIG Street

    BIG Reach

    BIG events

    BIG live

    BIG ND Studio

    BIG Music & Entertainment

    BIG Home Videos

    BIG Synergy.

    BIG OYE.

    BIG Pictures

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    BIG Animation

    BIG Jump Mobile

    BIG Cinemas

    BIG Broadcasting

    Jump Games.

    Adlabs Films Ltd.

    Reliance Media works.

    Reliance Health Ventures

    Medi Assist India



    NIS Sparta

    Dhirubhai Ambani Institute of Information and Communication

    Technology (DA-IICT).

    Mudra Institute of Communication, Ahmedabad(MICA).

    Harmony for Silvers Foundation.

    Harmony- the Magazine

    Harmony Interactive Centre

    Harmony Interactive website

    Harmony Research Division

    Harmony Silver Awards

    Harmony Senior Citizens Run

    Harmony Art Foundation

    Kokilaben Dhirubhai Ambani Hospital & Medical Research Institute.

    BSES MG Hospital.

    Dhirubhai Ambani Memorial Trust.

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    Reliance Communications Limited founded by the late Shri. Dhirubhai H Ambani (1932-

    2002) is the flagship company of the Reliance Anil Dhirubhai Ambani Group. The Reliance

    Anil Dhirubhai Ambani Group currently has net worth in excess of Rs. 55,000 crore (US$ 14

    billion), cash flows of Rs. 11,000 crore (US$ 2.8 billion), net profit of Rs. 7,700 crore (US$

    1.9 billion) and zero net debt.

    Rated among "Asia's Top 5 Most Valuable Telecom Companies", Reliance Communications

    is India's foremost and truly integrated telecommunications service provider. The

    company, with a customer base of over 100 million including over 1.5 million individual

    overseas retail customers, ranks among the Top 10 Asian Telecom companies by number of

    customers. Reliance Communications corporate clientele includes 2100 Indian and

    multinational corporations, and over 800 global, regional and domestic carriers.

    Reliance Communications is Indias largest information and communications service

    provider with over 100 million subscribers. The company is the realisation of its founders

    dream of bringing about a digital revolution that will provide every Indian with affordablemeans of communication and a ready access to information.

    The flagship company of the Reliance ADA Group, Reliance Communications began

    operations in 1999 and has over 100 million subscribers today. It offers a complete range

    of integrated telecom services. These include mobile and fixed line telephony, broadband,

    national and international long distance services, data services and a wide range of value

    added services and applications aimed at enhancing the productivity of enterprises and


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    Reliance BIG TV is a DTHsatellite television provider in India based in Navi Mumbai, using

    MPEG-4 digital compression technology, transmitting using MEASAT-3 91.5east. It is the

    5th DTH service launched in India.

    Reliance BIG TV limited is a part of Reliance Communications Ltd., a subsidiary of Reliance

    Anil DhirubhaiAmbani Group founded by the Late DhirubhaiAmbani, the Indian business

    tycoon and owned by his son Anil Ambani. BIG TV started operations from 19 August 2008

    with the slogan "TV ho Toh BIG Ho" ("If you have a TV, make it BIG"). It currently offers

    close to 240 channelsand many interactive ones, 32 cinema halls (i.e. Pay per View Cinema

    Channels) as well as many Radio channels. The company plans to increase the number of

    channels in the near future to 400 and begin High Definition (HD) broadcast. It is the first

    Pan-India DTH provider that uses MPEG-4 for broadcasting. There are also plans to

    introduce services like i-Stock, i-News and other such interactive services in the future.

    Reliance BIG TV was launched on August 19, 2008 with the sole aim of providing the

    consumer with quality and enriched home entertainment service at value-driven pricing.

    The available opportunity today is huge considering the fact that India has an existing

    population of 225 million TV households out of which 130 million are C&S households and

    16.5 Million are DTH households. When Reliance BIG TV was launched, the overall DTH

    penetration was just about 4 million households.

    The pre-launch surveys showed that the biggest stumbling block in the growth of DTH was

    the accessibility to the product coupled with the fact that the existing players were

    charging anywhere between Rs. 3,000 to Rs. 4,000 per connection. Even at that price the

    quality of product being given to subscribers was not up to the mark.

    This understanding gave them the roadmap to launch Reliance BIG TV. They deployed

    superior technology to deliver a good quality product, established a vast network to be able

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    to reach out to consumers and finally a good pricing-packaging strategy to attract the


    Reliance BIG TV's launch in August was probably the biggest roll-out in home

    entertainment ever. They deployed the most advanced MPEG4 technology that enabledthem to deliver best quality digital audio-video to the consumer. That apart, it also got

    prepared for the future when Hi-Definition TV will be launched in India because only

    MPEG4 technology can support HD TV and not MPEG2 which is used by the earlier entrants

    in the DTH industry.

    The MPEG4 technology also gave them advantage of broadcasting at least 50% more

    channels compared to the competitors. The superior compression technology of MPEG4

    helps them to broadcast up to 35 to 40 channels per transponder and with 12 transponders

    in hand gave them the unique edge of being able to broadcast over 400 channels. They are

    currently utilizing only 8 of their transponders to broadcast over 200 channels. They are

    offering Channels in various packages like Value Pack, Bronze Pack, Silver Pack, Gold Pack,

    Diamond Pack and Platinum Pack and Reliance BIG TV announces 3 New Packagesw.e.f

    from 16th Feb 2010 which are New Value Pack, Bronze Plus Pack and Silver Plus Pack.

    On 5th May 31, 2010 Reliance BIG TV introduced revolutionary HD DVR (High Definition

    Advanced Digital Video Recording) service with 16:9 aspect ratio, play, pause, and 200 hrs

    of recording facility to its customer. Reliance BIG TV became the first DTH provider to

    provide High Definition Video recording facility to its customers.

    Reliance BIG TV's retailer network is spread across 100,000 outlets in 6,500 towns in India.

    This was literally unheard of in the DTH industry. They had effectively out-stripped the

    competition here. When it came to pricing packaging, their introductory offer stood at Rs.

    1,490/- with 3 to 6 months of free subscription. They also introduced 32 Pay-Per-View

    Movie Channels, the highest by any DTH player. Not just that, while other players made

    subscribers pay for each movie, Reliance BIG TV introduced the unique concept of

    Subscriber-Video-On-Demand (SVOD) under which the subscriber paid a monthly

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    subscription of Rs. 50/- to get a 24 x 7 access to the 21 PPV channels showing Hindi and

    Regional Films. We were also the first to introduce dedicated PPV channels for Marathi,

    Gujarati and Bhojpuri films.

    The BIG Logo

    Unboxed Version BoxedVersion

    The bold typeface of the BIG logo is a reflection of its strength and simplicity. The strength

    comes from innovation and resolve to be the leading home entertainment and infotainment

    platform in the country. It is supported by the Reliance heritage, superior technology, wide

    range of world class offerings and best in class services. Simplicity is essential for

    connecting with the wide audience of BIG. It symbolizes the honest and dependable

    character of the BIG brand. A sign of assurance. The boxed version is designed to reinforce

    the idea of BIG. So that it defies all paradigms. The desired vision for brand BIG is to be

    Indias premium entertainment brand both in and out of home in this fast changing,

    increasingly connected world.

    The BIG Person ality

    BIG is fun-loving. It brims with excitement and enthusiasm. BIG believes in being light-

    hearted and doesnt take itself too seriously.

    BIG is infectious. Its fun-loving nature and light-heartedness rubs off on its consumers and

    spills over in to all its different ventures.

    BIG is refreshing. Because of its constant innovations and experiments, BIG always has

    something new to say.

    BIG is trendy. BIG realizes that its consumers life style is constantly changing and hence it

    innovates to continuously evolve and keep up with the changing times.

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    It has got various modes through which it delivers entertainment. BIG is not uni-


    The BIG Values

    BIG is multi-facetted. BIG aims to provide complete entertainment to individuals or groups

    across all ages. To this effect, it adopts a multitude of formats and devices and is able to

    reach its consumers, both inside and outside their homes.

    BIG is about world-class. BIG has set high standards for itself and it constantly endeavors to

    meet them. Whether it is pioneering multiplexes or revolutionizing the gaming industry,

    through its world class technology, BIG is continuously transforming the face of the

    entertainment industry across the country.

    BIG is vibrant. BIG brims with an unrestrained enthusiasm and meets all its goals with an

    unbridled passion and energy.

    BIG is engaging. BIG innovates constantly, so that it is always fresh and engaging to its

    consumers. It experiments fearlessly and continuously offers its consumers new


    Products & Services

    BIG TV Basic Set top Box.

    This product comes with advance high quality Digital Picture with MPEG 4technology, with 5.1 digital sound, more than 230 channels and exclusive 32 cinema

    halls packs with lots of interactive services like icooking, igames, inews, istock etc.

    BIG TV Advance HD DVR Set top Box.

    This product comes with most advance Indias first Hi- definition Adavance Digital

    Video recorder, upto 200 hrs of simultanious recording (maximum by any service

    provider), play- pause rewind feature. 1080i- 2 million pixels, 5 times more

    sharper picture quality with 16:9 wide aspect ratio. It comes up with Universal

    remote control to control all three TV, Settop box and video recorder. All other

    features of basic set top box are also included in HD DVR settop box.

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    Chapter 3

    D T H I N D U ST R Y- T R AD E & C O N SU ME R P RE F E R E N C E S- B IG T V .

    Chapter 3

    Resea rch Methodology Introduction

    Research design

    Sample Profile

    Too ls and Me thods of Da ta



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    Research Methodology


    The project was to involve a detail study of the market based on the consumers. The

    markets available for the study were the retail shops both organised and unorganised,distributers and apartments and houses. The methodology adopted for eliciting the data

    required for the study was survey method.Reputed retail outlets/ distributers selling

    different brands of DTH across region were contacted for primary data collection. For

    estimating the market potential and our own brands market share different methods of

    primary data collection were employed in the form of questionnaire, structured and

    unstructured interviews.. An inter brand comparison as well as a brand awareness study to

    limited extends was also carried away. A questionnaire with respect to retailers perception

    was prepared to draw information about DTH services prevailing in market and

    comparitive study between all prevailing brands.

    Area covered included Ultadanga, Salkia, Chandani chawk, Metiabruz, Jadavpur, Garia,

    Garia hat, Lake town, Esplanade, Park street, Howrah. Rural and semiurban region included

    Bandel, Bally, Uttarpara, Diamond harbour, Churchura, Tarakeshwar

    Research Design

    Sample Profile

    Sampling plan consists of:

    a) Sampling Unit: - The retailers and dealers survey.

    b) Sample Size: - The sample size is 100 retailers and 200 DTH users .

    c) Sampling Procedure: - Simple Random sampling procedure was followed.

    d) Sampling Method: - Data were collected by survey. The dealers are directly

    contacted and interviewed at their counter. Questionnaire and interview method

    was used to eliciting the data

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    Tools and Methods Data Collection

    There are mainly two types of data:

    1- Primary Data

    2- Secondary Data

    1. Primary Data Collection: - Primary data can be collected by three methods:

    (a) Observation

    (b) Experiment

    (c) Surveys

    But here, only survey method of data collection is preferred which is very suitable to reach the

    appropriate information.

    Research Instrument: - Printed questionnaire and direct interview was used as the research

    instrument to collect the required information.The questionnaire focused upon the general perception of retailers/ distributers about the DTH

    services.Questionnaire was made to do a comparative study between all DTH players.

    Questionnaire also tried to find out the reasons of difference in views of different retailers/

    distributers about different DTH players and services provided by them

    Key topics focused through questionnaire

    Service provider with best picture quality/ technology.

    Service provider that customer prefers/ ask for more.

    Service provider with least overall cost.

    Service provider preferred by distributer/ retailer.

    Monthly recharge amount customer asks for.

    Service provider with best after sales service.

    2. Secondary Data Collection: - As secondary data were collected from company records. A list

    of non performing retailers and distributors were extracted from companys record.

    Details of Statistical Tools:-

    Pie chart have been used to analyze the data with help of excel sheet.

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    Every work has its own limitation. Limitations are extent to which the process should not

    exceed. Limitations of this project are:

    1. The study was conducted in 30 days that is not enough for such vast topics.

    2. The difficulty in communication because some of the retailers were not literate

    enough to understand the purpose of our visit moreover there was a high degree of

    mother tongue influence in the villages they could not understand either Hindi or

    English they communicated only in their regional language thus making the task

    more difficult.

    3. It was difficult for the storekeepers to pinpoint the sales of a particular brand in

    Kolkata and Howrah as well as villages and suburban regions.

    4. Many retailers didnt express their original perception and views because they

    thought that perhaps they could land in problems.

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    Chapter 4

    D T H I N D U ST R Y- T R AD E & C O N SU ME R P RE F E R E N C E S- B IG T V .

    Chapter 4

    Data Ana lysis.

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    Data Analysis

    Retailers perception about

    Chapter 5Interpretation :

    Out of 100 retailers an

    that BIG TV has the su

    educate the retailers

    technology in DTH wit

    settop box which give b

    However 37% of the re

    MPEG 4 along with DVD

    Still there are 4% of re

    are having no differen

    service providers is sa

    seen by human eyes un

    BIG TV







    est technology

    distributers 24% of the total retailers and

    erior technology over other. BIG TV is suc

    nd distributer that they are in the mark

    h adavnce MPEG 4 technology and new a

    est picture quality and features.

    tails believe Airtel is having best technology.

    S2, which give airtel an edge over other play

    tailers and distributers whoe think all the s

    ce. They believe that picture quality prov

    e and if there is any difference it is very min

    er normal circumstances.






    dealers believe

    essfully able to

    et with leading

    vance HD+DVR

    Air tel is giving


    rvice providers

    ided by all the

    ute and cant be

  • 8/8/2019 Ankit SIP Final Big Tv


    Brand retailers prefers or su

    Interpretation :

    Airtel Digital TV is the

    asked to suggest a DTH

    Airtel Digital TV. Wher

    brands by retailers.

    BIG TV is not able to es

    suggested customers to

    Prime reasons which c

    recharge vouchers in m







    most prefered brand by the retailers. Wh

    service 43% of the retailers suggested cus

    as TATA SKY and Dish TV is also amongst

    ablish the trust among the retailers. Only 4

    go for BIG TV.

    ame out of direct interviews was non avai

    arket and bad customer care service og Relai

    BIG TV





    en retailers are

    omers to go for

    he top prefered

    of the retailers

    libility of stock,

    ce BIG TV



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    Brand Customer demands/ prefers

    Interpretation :

    Out of top 100 retailers being surveyed 44% of retailers told Airtel Digital is first

    and ost prefered brand by customers appoching their shops. The study told that

    people are more aware of the the popular brands like Airtel Digital and TATA SKY.

    Airtel and TATASKY are able to spread their brand awareness and trust among the

    public through their aggressive campaign and services.

    BIG TV is too bad in creating its brand awareness and trust among public only 3% of

    retailers told BIG TV is the first prefered brand by the customers .



    BIG TV








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    Monthly recharge amount demand

    Interpretation :

    Of all retailers and distributers 50% of the retailers told that average monthly

    recharge done by customers is between ` 200-250 that is customer prefer silver

    pack or silver plus pack or similar which contain about 150 channels .

    About 33% retailers told that average monthly recharge done by customers is

    between ` 150-200 that is these are the customers who are using basic packs

    provided by DTH service providers.



    Rs. 150-200


    Rs. 200-250


    Rs. 250-300


    Rs.300- 350


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    Lowest running cost


    Of all the retailers surv

    (including installation a

    BIGTV is also able to

    services with no install

    to other competitior br

    DISH TV is also the clos

    Videocon D2H is not a

    confused about its both

    too costly for normal co






    yed 28% of the retailers believed that over

    d annual running cost ) is least for Airtel.

    ive cheap service to its customers. BIG T

    tion charges and basic plans are much chea

    nds. BIGTV is giving regional channels in jus

    competitor to BIG TV in providing cheap se

    le to differentiate its products to its customer

    he product. Videocon D2H TV starts from `






    BIG TV




    all running cost

    is able to give

    er as compared

    t` 5.


    . People are still

    16000, which is

  • 8/8/2019 Ankit SIP Final Big Tv


    Best after sales service


    Of all the retailers surv

    sales service. TATA SK

    believed that TATASKY

    Also 9% of retailers bel

    after sales service.

    5% of the retailers beli

    because of heavy comp






    yed 37% of the retailers told that Airtel is

    is giving close competition to Airtel as 35

    has best after sales service.

    ieved that none of the service providers is a

    eved that all the service providers are givin





    5%BIG TV






    aving best after

    of the retailers

    ble to give good

    g good services

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    D T H I N D U ST R Y- T R AD E & C O N SU ME R P RE F E R E N C E S- B IG T V .

    Chapter 5

    Interpreta tions &

    Find ings.

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    Interpretation and Findings

    Stocks for STB (Set top Box) and RCV (recharge Vouchers) were not adequate in

    market.Availability of STB and RCV wasonly confined to urban areas, rural and semi

    urban areas were not covered.

    There was a lack of proper communication between dealers and company.

    Customer care is the major issue; this isthe prime reason why dealers were not

    interested in keeping the BIG TV stock.

    AIRTEL is fastest growing brand among all players

    Airtel is giving more incentives to distributers/ retailers which is provoking

    them to sell more airtel connections, retailers recommends customer to go

    gor Airtel also they perfer to sell Airtel DTH.

    Availability of stock(both Set Top Box& Recharge Voucher) in market is very

    good and with in customers reach.

    Best customer care after sales service, service is directly on the hand of

    company engineer not on the contract basis.

    Airtel is advertising and coummincation its plans to the public very

    efficiently. Proper advertising has helped Airtel to spread awareness among

    the public.

    TATA SKY is more over the biggest player in Kolkata market

    TATA is the most reliable brand in India and is among the top business

    houses in India hense TATASKY has an edge over other players and this

    factor is becoming helpful in sales of TATASKY in the market.

    TATASKY is giving maximum number of interactive services as compared to

    all other players eg : Active games etc.

    TATASKY is having good reach to rural and suburban region of India. It is also able to give good after sales service and also it is having good

    customer care service.

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    Videocon though new in market but is also gaining market very fast

    Videocon has appointed In-shop representatives in big retail stores like

    Ezone, Next, Jumbo and also big retailers and distributors to give live

    experience to prospective customers etc.

    Videocon is succesfully able to give low tariff plans to its customers.

    Being the newest player in market it is trying to capture market by giving

    more incentives to distributers/ retailers. Retailers in return are promoting

    and suggesting D2H to customers.

    BIG TV is struggling though it has been approximately 2 years in operation

    Stocks both Set Top Box and Recharge vouchers are not available in marketthis is provoking both existing and prospective to go away from using BIGTV.

    BIG TV is not focusing on advertising its poducts in the market where as

    Airtel and Tatasky are proming their product and plan very effectively.

    There are few places in rural and suburban areas where people dont even

    know what is BIGTV.

    Existing customers/ retailers are not happy with after sales service provided

    by BIGTV, delay and improper service is major issue why customers are

    moving away from using BIG TV.

    BIG TV is lacking in good interactive services except 32 cinema halls (dish

    TV- ICICI active, multi angle viewing in sports. AIRTEL Mobile recording).

    Lack of these interactive service is making BIGTV a normal DTH provider

    with no unique Selling Proposition.

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    SWOT Analysis


    Reliance BIGTV is having good Brand

    image being among biggest business

    house in India.

    Reliance is giving Best Picture quality

    with MPEG 4 technology and HD


    Reliance is having unique 32 Cinema

    halls features .


    Huge amount of cable users a big

    untapped market in rural as well as

    semi urban areas.

    Public is still unaware of the benefits

    of using DTH services. Reliance BIGTV

    can educate these customers.

    Reliance is having good reach to

    potential customers using mobile

    store/ web stores.


    Distribution channel is major

    problem. Reliance is not able to make

    trust among the retailers and


    After sales service is major concern

    for the company.

    Non availability of Recharge Vouchure

    within customer reach is main


    Comoany is not investing in

    advertising of product


    Consumer trust towards AIRTEL or

    TATA SKY is more than BIG TV.

    Heavy competition is prevailing in

    market that is becoming a trouble tothe comopany

    New technology of IPTV coming

    upmay ruin the DTH market

    More attractive services from

    competitor eg. ICICI direct on Dish TV,

    and world space radio on Airtel

    Digital TV

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    Chapter 6

    D T H I N D U ST R Y- T R AD E & C O N SU ME R P RE F E R E N C E S- B IG T V .

    Chapter 6

    Rec om menda tions &


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    Recommendations and Discussions

    BIGTV should advertise its products and plans more so that customers should know

    about the plans and updation by the company.

    BIGTV should take the help of its Mobile distributer channel for availability ofRecharge Vouchers in market (Reliance world & Mobile stores).

    BIGTV should tie up with more number of electronic retail chains e.g. : Next, e-zone,

    reliance digital, next etc. so that it can reach to more number of customers.

    Big showrooms should have a demo running and Instore representative should be

    appointed so that he can give a live experience to prospective customers .

    After sales service is the major area to be worked upon, Company should focus upon

    customer care issues. Company should have specialist engineers to act on criticalissues, also it can tie up with inhouse IT dept for urgent issues and problems.

    Introduction of new and innovative interactive services will attarct customer

    towards using BIGTV.

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    D T H I N D U ST R Y- T R AD E & C O N SU ME R P RE F E R E N C E S- B IG T V .


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    Bibliography (Gyanmandir Portal Reliance ADAG Intranet)

    Indian Entertainment industry focus 2010 : Drems to reality CII - KPMG Report.

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    D T H I N D U ST R Y- T R AD E & C O N SU ME R P RE F E R E N C E S- B IG T V .


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    Customer Questionnaire

    Name: ______________________ Mobile: __________________ Address: ________________________

    What do you use for your entertainment?

    a) Cable TV. b) DTH. c) Other.

    If you are Cable TV user Skip to Section B

    Section A

    1) Which DTH brand service do you use?

    a) Tata Sky. b) Dish TV c) Airtel digital TV d) Big TV

    e) Sun direct.

    2) Since how long have you been using DTH service?

    a) Less than 6 months b) 6 months - 1 year c) 1 to 2 year d) 2 to 3 year

    b) More than 3 years.

    3) Are you satisfied with the services provided by your DTH service provider?

    a) Yes b) No

    4) Which pack do you prefer in your DTH?

    a) Bronze b) Silver c) Gold d) Diamond

    e) Other________________

    5) Which active service do you use frequently?

    a) Games b) Movies c) Cooking d) Astrology

    b) Others, (please specify)____________

    6) Does the interactive service offered by the DTH companies influence your decision of

    purchasing a particular DTH?

    a) Yes b) No

    7) Which company DTH commercial have you seen so far on tv?a) Tata Sky. b) Dish TV c) Airtel digital TVs d) Big TV

    e) Sun direct.

    8) Are you aware of Big TVs 32 cinema hall feature?

    a) Yes b) No

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    Section B

    1) Since how long you have been using cable TV?

    a) Past 6 months b) 6 months- 1 year c) 1-3 years d) 3+ years

    2) How much do you pay for monthly cable?

    a) Up to Rs 150 b) Rs 151-Rs 225 c) Rs 226-Rs 325 d) Rs 326-Rs 400

    e) Above Rs 400

    3) Do you get all your required channels from your cable operator?

    a) Yes b) No

    4) From the list provided below which DTH players are you aware of?

    a) TataSky b) Dish TV c) Airtel Digital TV d) Big TV

    e) SunDirect f) Videocon

    5) Are you satisfied with the services of your cable operator?

    a) Yes b) No

    6) Would you like to change from your cable operator to any of DTH players?

    a) Yes b) No

    7) What difficulty you see in changing from cable to DTH?

    a) High cost of DTH,

    b) Satisfied with existing cable operator.

    c) Not fully aware of DTH service.

    d) Non availability of suitable packs.

    8) Which DTH player would you like to prefer to take?

    a) Tata Sky. b) Dish TV c) Airtel digital TVs d) Big TV

    e) Sun direct. f) Videocon(D2H)

    9) What will you consider most in making your choice on DTH services?

    a) Picture quality

    b) Offers/price

    c) Value added services/Interactive services

    d) Monthly Packs

    e) Brand Image

    10) Are you willing to purchase DTH if offer is given to you?a) Yes b) No.

    If yes then, a) Cash Discount. b) Bonus packs. c) Gift Items.

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