COMPARATIVE STUDY OF DTH SERVICES WITH SPECIAL REFERNCE TO TATA SKY AND DISH TV

PREPARED BY :-MMM”C”

CONTENTS

INTRODUCTION REVIEW OF LITERATURE RESEARCH METHODOLOGY DATA ANALYSIS FINDINGS CONCLUSION BIBLIOGRAPHY

INTRODUCTION

There is change in perception of viewers as far as television viewing is concerned.

People are ready to pay price for quality service.

With entry of DTH services in INDIA there is a fierce competition between the DTH service providers.

INTRODUCTION

Most of the market is captured by the major players such as TATA SKY and DISH TV

This research is all about the comparative study of DTH services rendered by TATA SKY,DISH TV,BIG TV etc.

HOW DIRECT TO HOME (DTH) WORKS ?

REVIEW LITERATURE

DTH industry posted significant growth In 2008 and 2009.

“Indian DTH Market Forecast to 2012”, the number of DTH subscribers is projected to grow at a CAGR of around 18% during 2010-2013 to 39 Million by 2013.

REVIEW LITERATURE

According to a report on Direct to home (DTH) service, it predicts that India would overtake Japan as Asia’s largest DTH and Asia’s leading cable market by 2011 and the

  most profitable pay-TV market by

2015

PORTER’S FIVE FORCE ANALYSIS OF DTH INDUSTRY

BARGAINING POWER OF BUYER

THREAT OF NEW ENTRANTS

BARGAINING POWER

OF SUPPLIER

THREAT OF POTENTIL

SUBSTIUTE

COMPETITIVE

RIVALARY

PORTER’S ANALYSIS

Inter firm or competitve rivalry: With 6 operational players, the inter firm rivalry is quite

high. The competition from state owned DD-Direct to private players is negligible from the content point of view.

Between Dish TV and Tata Sky there is an intense rivalry exhibited by price wars and discount schemes offered to new Other than price wars and intense competition in increasing customer base, there is also a competition at acquiring the content.

Dish TV, Tata Sky and Sun Direct are part of big groups that also have popular channels like Zee, Star and Sun respectively.

PORTER’S ANALYSIS

Threat of new entrants: With already 6 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 connections.

PORTERS ANALYSIS

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 85 million are served by cable and around 16 million by DTH with the remaining taken by terrestrial transmission

Terrestrial Television Doordarshan is the world‘s largest terrestrial broadcaster with

over 1400 terrestrial TV transmitters.

Cable TV Due to phenomenal reach of Cable TV, it poses a serious

threat to the growth of DTH industry.

PORTER’S ANALYSIS

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 Asia‘s largest DTH, the bargaining power of Indian DTH operators with CPE supplies have increased.

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

 

RESEARCH METHODOLOGY 1. OBJECTIVE Primary Objective

To understand penetration of various DTH service providers in Pune city.

  Secondary Objectives  To understand preferences of TV Viewers in Pune

regarding DTH . To understand purchase decision of customer for

selecting a particular DTH connection. To understand the level of competition between

various players.

RESEARCH METHODOLOGY HYPOTHESIS : TATA SKY is a leading player in

DTH industry

QUESTIONNAIRE: ▪ Questionnaire has been framed with 17

statements.

▪ All statements are based on study DTH industry especially TATA SKY and DISH TV.

▪ The simple questions were put in the starting to make the respondent familiar with the subject and to gain his interest to fill up the questionnaire.

RESEARCH METHODOLOGY SAMPLING SIZE : 100

PRIMARY DATA COLLECTION METHODS▪ SURVEY METHOD▪ PERSONAL INTERVIEW

SELECTION OF SAMPLING UNIT: All sampling units were chosen randomly. In case of non co-operation by a respondent, it was substituted by the next unit.

MEDIUM OF INFORMATION: All the information from the sampling units was gathered personally using the questionnaire.

DATA ANALYSIS

Which DTH service do you own?

Question no.-9

Frequency Percent Valid Percent Cumulative Percent

Valid a 35 35.0 35.0 35.0

b 27 27.0 27.0 62.0

c 3 3.0 3.0 65.0

d 11 11.0 11.0 76.0

e 5 5.0 5.0 81.0

f 4 4.0 4.0 85.0

g 15 15.0 15.0 100.0

Total 100 100.0 100.0

(a) Tata sky

(b) Dish tv

( c) Sun tv

(d) Airtel digital tv

(e) Reliance big tv

(f) Videocon d2h

(g) Others

DATA ANALYSIS

1 20%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

comparative study

Brand imageCustomer feedbackUser friendlyPromotional schemesQuality of servicePrice

REASON DISH TV TATA SKY

Price 29 26

Quality of service 25 21

Promotional schemes 11 13

User friendly 7 8

Customer feedback 7 9

Brand image 21 23

What is the reason which would influence you to purchase these of DTH service?

What is the reason which would influence you to purchase these of DTH service?

COMPARISON

Question no.-9 * Question no.-12

Count

Question no.-12

TotalNon users Excellent Good Average Bad Worse

Question no.-9 Non user 4 0 0 0 0 0 4

Tata sky 0 7 17 8 3 0 35

Dish TV 0 4 17 4 2 0 27

Sun TV 0 1 2 0 0 0 3

Airtel 0 1 7 1 1 1 11

Big TV 0 1 1 2 0 1 5

D2H 0 0 4 1 0 0 5

Others 9 0 1 0 0 0 10

Total 13 14 49 16 6 2 100

(a) Tata sky

(b) Dish tv

( c) Sun tv

(d) Airtel digital tv

(e) Reliance big tv

(f) Videocon d2h

(g) Others

Which DTH service do you own

(a) Excellent

(b) Good

(c) Average

(d) Bad

(e) Worse

How do you find the customer care service of your DTH service provider?

How do you find the customer care service of your DTH service provider?

FINDINGS

Maximum market is covered by Tata sky and Dish TV.

Customers complain of communication gap between them and the company .Both Tata sky and Dish TV as well.

Customers also feel that the individual pay

channels cost very high, and it is mandatory to keep it for 2 or 3 months whatever the case may be e.g. ten crickets, ESPN etc.

FINDINGS

Customers of DTH services are very satisfied with its quality as compared to cable.

They feel that their money is worth paying for DTH services as compared to cable.

Awareness of Tata sky, Dish TV and other DTH players have grown in recent time and most likely to cover the whole market of cable in next few years. The future of DTH is very bright in India.

CONCLUSION

Customers of DTH services are very satisfied with its quality as compared to cable.