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A STUDY ON COMPETITOR

ANALYSIS OF PAY TELEVISION INCHENNAI MARKET

ByR.RAJTHILAKMBA II YR21609631024

GUIDENAGALATHA.MSR.LECTURER


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INTRODUCTION

DTHDTH stands for Direct To Home which is a direct

mode of transmission between Broadcaster` andSubscriber` through satellite.

Broadcast centre collects the signals from differentprogramming sources (like Sony, Zee, and Star). Itprocesses the Signals and beams it to the Satellite.Satellite will reprocess the signals and retransmitsthe signal to the subscribers.


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Presently as on 2010, these are the main DTH serviceproviders 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 ison low income groups and regional viewers.

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

Airtel Digital TV Owned by Bharti group, newentrant with aggressive marketing strategies.

Videocon D2H Owned by Videocon group, newentrant into the market.


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STATEMENT OF THE PROBLEM

The project work consist of analysis about themajor competitors of pay television and its

various features offered by each competitorsuch as product, customer awareness, pricing,product availability and promotion.


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Primary objective

To study about the competitor analysis of paytelevision in Chennai market


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Secondary objective1.To identify the key competitors of pay television

in existing market.2.To study about product, customer awareness,

pricing and product availability and promotion ofeach competitor.

3.To determine the customer preferences aboutpay television.

4.To perform SWOT analysis on each competitor.5.To offer suggestions for the company to have a

competitive edge over the rivals.


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Scope of the study

The project aims at performing competitoranalysis of pay television .

The geographical area covered by the researcheris Chennai


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RESEARCH DESIGN

The research design took for the study wasDescriptive Research Design.


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SAMPLING DESIGN Population:

The population size chosen consists of Chennai regiononly.

Sample size: Since the population is infinite and not known 250

respondents are taken for study. Cable users - 50 respondents considered.

DTH users - 200 respondents considered

Sampling Method: Non probability sampling and technique used is

Convenience sampling. Nature of data:

The nature of data chosen is quantitative data.


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Data collection methods: Survey method has been used for collecting

the data.Primary data: QuestionnaireSecondary data: websites, report and internet.


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Statistical Tools Used

1.Chi-square analysis2.Correlation

3.Spearmans rank correlation4.Point rating method5.Percentage analysis


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REVIEW OF LITERATURE

1. Varun goyal, 2009 VISIBILITY OF DISH TV ANDSCOPE FOR HD STB IN BATHINDA AND MANSADISTRICTS

The development of the DTH (Direct to home)sector has experienced a major process of transformationin terms of its growth, technological content and marketstructure in the last decade. Any company which issuccessful is because of its reach among customers whichis possible through the effective tools through which acompany communicates and attracts its customer. DishTV is the most famous brand and have a sophisticatedplace and market leader position in the mind of customer.This is due to its strong brand image.


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2.Rajiv Kumar Sinha, 2008 COMPARATIVE ANALYSISOF DEALER SATISFACTION FOR DIFFERENT DTH

PLAYERS Researcher found that Customer care

service is considered to be very poor as dealersoften complain of problems in recharge process

managed by Dish TV. Many dealers say theyrecommend Tata Sky and Airtel because they getthe installation done much faster in comparisonto Dish TV. With Dish, it takes up to 3-4 days

sometimes.


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3.Amrit singhania,2007 DTH INDUSTRY- Trade &Consumer Preferences: With a special focus on BIG

TV There is still a huge amount of untapped market

available in the Kolkata Region.68% of people are usingCable TV and are satisfied with the services given by CableTV operators. These is high scope of market expansion forDTH players. High initial cost of DTH is prime reason forcustomer not using DTH service, Customers are satisfied with services provided by their cable providers. Cable

operators are giving on door service on one call where ascustomers have to undergo certain process to reachcustomer care executive of DTH company.


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4. Safi gaddiff, 2006 DTH ANALYSIS OFSERVICE PROVIDERS

DTH projects in India are just a beginning and we aretaking the advantage of DTH revolution. Direct to homeconnects urban, rural and remote areas of the country andprovides desire information , communication, education and

entertainment at the click of a button.


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5. Bhavesh grover, 2008 Vital PurchaseCriteria of Customers While Selecting

DTH Services Now DTH Companies Are More Concentrating OnTheir Services And Schemes Them. All The Players Are AlwaysReady To Innovative Their Services To Attract The CustomersDish TV And TATA Sky Provide The A-LA-Carte Services

Means Special Channel That You Can Add As Per Your Choice.And Also MS Service Provides That Called Multi Services. TheseBoth Are Benefit To Customer To See Their Favorite Programs.In Short Time Internet Will Also Available On The DTHService.


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DATA ANALYSIS

TABLE SHOWING AGE GROUP OF RESPONDENTS


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RESPONDENTS LEVEL TOWARDS TYPE OF

SERVICE WITH REGARD TO TELEVISION


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RESPONDENTS LEVEL TOWARDS USING

CABLE SERVICES


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RESPONDENTS LEVEL TOWARDS RATINGTHE SERVICE PROVIDERS

DISH TV


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RESPONDENTS LEVEL TOWARDS RATINGTHE SERVICE PROVIDERSSUNDIRECT


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RESPONDENTS LEVEL TOWARDS RATINGTHE SERVICE PROVIDERSAIRTEL


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RESPONDENTS LEVEL TOWARDS RATINGTHE SERVICE PROVIDERSTATASKY


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RESPONDENTS LEVEL TOWARDS RATINGTHE SERVICE PROVIDERSRELIANCE DIGITAL TV


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RESPONDENTS LEVEL TOWARDS RATINGTHE SERVICE PROVIDERSVIDEOCON


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RESPONDENTS LEVEL TOWARDS RATING

THE SERVICE PROVIDERS


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RESPONENTS PERCEPTION TOWARDS

COMPANY OFFERING THE BEST EPRS


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RESPONENTS PERCEPTION TOWARDSSERVICE PROVIDER OFFERING QUICKINSTALLATION


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RESPONENTS PERCEPTION TOWARDSINCOME PLAYING A VITAL ROLE INSELECTING DTH SERVICE


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RESPONENTS PERCEPTION TOWARDSSERVICE PROVIDERS IN AVAILABILITY OFRECHARGE VOUCHERS


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RESPONENTS PERCEPTION TOWARDSAGE CRITERIA IN CHANNEL PACKAGESELECTION


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RESPONENTS PERCEPTION TOWARDSDTH AS COST EFFECTIVE


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RESPONENTS PERCEPTION TOWARDSDTH AS BETTER QUALITY COMPARED TOCABLE


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RESPONENTS PERCEPTION TOWARDS

BUYING DTH COMPARED TO CABLE


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S.NO PARAMETERS RATINGFACTOR

POINTS GAINED BY SERVICE PROVIDERS

DISH TV SUN DIRECT AIRTEL TATA SKY RELIANCE

DIGITAL TV

VIDEOCON

1 Product 5 3 3 4 3 4 3

2 Customer Awareness 5 5 4 4 4 3 2

3 Pricing 5 2 4 2 2 3 2

4 Product Availability 5 4 4 4 4 3 3

5 Promotion 5 3 4 5 3 2 4

6 Channel PackageVariety

5 1 2 4 2 4 3

7 Customer Support 5 3 2 5 4 3 2

8 Signal coverage 5 3 2 5 5 3 3

9 Innovative Packagesand Services

5 2 1 5 4 3 2

10 Demo facility 5 3 3 4 4 3 3

11 Movies on demand 5 3 2 3 3 3 1

12 Parental control 5 3 3 4 5 3 3

Total Points Earned 175 160 245 210 185 155

POINT RATING METHOD5-Excellent 4-Very Good 3-Good 2-Average 1-poor 0-Very poor Calculation


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CORRELATION ANALYSISTo analyze the relationship between costeffectiveness and quality service of DTH.

X Y X2 Y2 XY23493763

28

83472924

17

529240113693969

784

68892209841576

289

1909230310731512

476

200 200 9052 10804 7273

r = (N xy - x y) (N x2 (x) 2) (N y2 (y) 2)


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Correlation for cost effectiveness and quality service of DTH. VALUE RESULT

-0.42 Moderate negativecorrelation


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SPEARMANS RANK CORRELATION

ANALYSISX Y R1 R 2 D = R1 R2 D2

23 18 5 5 0 0

49 34 2 3 -1 1

37 66 3 1 2 4

63 40 1 2 -1 1

28 26 4 4 0 0

0 16 6 6 0 0

TOTAL 6

r = 1 6 (D2 )N (N2 1)


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Relationship between Cost effectiveness and recharge vouchers offeredby DTH services.

VALUE RESULT

0.82 GOOD


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CHI-SQUARE ANALYSISAnalysis between Income and Age inDTH service preference

Oi Ei (Oi Ei) (Oi Ei)

2 (Oi Ei)2/ Ei

90 51.5 38.5 1482.25 28.78

60 64 -4 16 0.25

30 52.5 -22.5 506.25 9.64

12 18.5 -6.5 42.25 2.28

8 13.5 -5.5 30.25 2.24

13 51.5 -38.5 1482.25 28.78

68 64 4 16 0.25

75 52.5 22.5 506.25 9.64

25 18.5 6.5 42.25 2.28

19 13.5 5.5 30.25 2.24

Total 86.38


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2 Table value at 5% Level of significance = 11.072Calculated value = 86.382CV >

2TV

There is relationship existing between the Income and Age in DTHpreference.


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FINDINGS1. It is found that that 40% of the respondents use cable services because of

less cost.36% of the respondents use cable services because of limited

channels and 24% of the respondents use because of easy installation.2.3. It is found that Dish Tv is rated Excellent based on the majority of

respondents level for customer awareness. It is rated Very Good forproduct availability based on respondents level. It is rated Good forcustomer support, product, signal coverage, demo facility, movies on

demand and parental control. It is rated average for pricing, innovativepackages. It is rated poor for channel package variety.

4.5. It is found that based on the majority of respondents Sun Direct is rated

Very Good for Customer awareness, pricing, product availability,promotion. It is rated good for product, demo facility and parentalcontrol. It is rated average for channel package variety, customersupport, signal coverage and movies on demand. It is rated poor forinnovative packages and services.

6.7. It is found that based on the majority of respondents Airtel is rated Excellent

for promotion, customer support, signal coverage and innovativepackages .It is rated Very Good for product availability, product,

customer awareness, channel package variety ,demo facility andparental control. It is rated good for movies on demand. It is rated


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5.It is found that based on the majority of respondents Tata sky is ratedExcellent for innovative packages .It is rated Very Good for productavailability, customer awareness, customer support, signal coverage,demo facility and movies on demand. It is rated good for product,

promotion and parental control. It is rated average for pricing andchannel package variety.

6. It is found that based on the majority of respondents Tata sky is ratedVery Good for product, channel package variety. It is rated good forproduct, customer awareness, customer support, signal coverage,

demo facility, movies on demand, pricing, product availability,innovative packages and parental control. It is rated average forpromotion.

7.It is found that based on the majority of respondents Videocon israted Very Good for promotion. It is rated good for product, productavailability, channel package variety, signal coverage, demo facility,parental control. It is rated average for customer awareness. Pricing,innovative packages. It is rated poor for movies on demand.

8. . It is found that most of the respondents prefer Tata Sky to be of firstrank followed by Airtel, Sun direct, Dish TV, Reliance Digital TV, andVideocon etc.


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9.It is found that majority of the respondents say that Tata skyfollowed by Airtel, Sun Direct, Reliance Big TV, Dish TV,Videocon provide best EPRS.

10.11.It is found that majority of the respondents say that Tata sky

followed by Airtel, Sun Direct, Reliance Big TV, Dish TV,Videocon provide Quick Installation.

12.13.It is found that majority of the respondents say that Airtel

followed by Tata Sky, Sun Direct, Reliance Big TV, DishTV, Videocon provide recharge vouchers that are availablealways.

14.

15.It is found that majority of the respondents strongly agree thatincome plays a vital role in selecting DTH service.

16.17.It is found that most of the respondents are in neutral towards

age criteria in channel package selection.

18.


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14.It is found that that most of the respondents agree that using DTHservice is cost effective.

15. It is found that majority of respondents strongly agree that DTHprovides better quality compared to cable.

16.It is found that that majority of respondents prefer to buy DTHcompared to cable.

STATISTICAL FINDINGS1. Using point rating method it is found that on the basis of Point

Rating Method it is found that Airtel ranks First followed by Tata sky,Reliance Digital Tv, Dish TV, Sun Direct, Videocon.

2. Using Chi-Square test it has been found that there is relationship that

exists between income and age in DTH channel preference

3. Using Correlation Analysis it has been found that there existsmoderate negative relationship cost effectiveness and quality serviceof DTH


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.4. Using Spearmans Rank Correlation Analysis it has been found

that there exists High positive relationship between cost

effectiveness and recharge vouchers offered by DTH services.Suggestions1.Since cable is preferred because of less cost and limited channel

the DTH service providers can concentrate more towards theirchannel package and make them cost effective.

2.Dish Tv has to be improved in areas such as pricing, innovativepackages and channel package variety.

3.Sun Direct has to be improved in areas such as channelpackage variety, customer support, signal coverage andinnovative packages and services.


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4.Airtel has to be improved in areas such as movies on demand, pricing.5.Tata Sky has to be improved in areas such as pricing and channel

package variety6.Big TV has to be improved in areas such as signal coverage, demo

facility, movies on demand, pricing7.Videocon has to be improved in areas such as customer awareness,

pricing, innovative packages and movies on demand.


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Conclusion DTH industry uses different marketing strategies for promotion and

sales of its products. It gives advertisements with their brandambassadors which attract customers, door to door selling, on thephone selling, discount and offer sales, packages, etc. Marketingpractices is a continuous process as the competition keepsincreasing among the players in the industry. Each player isinvesting lot of money in promoting there brands.

In conclusion, each player has cautiously segmented the marketthrough an expanded product range at appropriate price points tostay competitive. By offering packages like cinema active, sportsactive, movie active, music active is targeting people with specificlifestyles. Premiering new movies within weeks of their releases istargeted at people who want to see latest movies at affordableprices. Therefore the success or failure of any DTH serviceproviders depends on its product and its attractive offers.


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Bibliography

www.dishtv.inwww.tatasky.com

www.airtel.in/digitaltvwww.sundirect.inwww.d2h.comwww.bigtv.co.inwww.sebi.govt.in


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