CHAPTER 1

INTRODUCTION

1
 INTRODUCTION

In the buyer‘s market today, business concerns have to make a lot of efforts to sell
their products and to establish their survival. It may due to changes in attitude of consumers
towards buying products and changing business world. It is also true that consumers vary
tremendously in age, income, education, living pattern and preference. Thus buyer‘s behavior
plays a key role for the success of any business in today‘s business life. Customer buying
behavior is influenced by culture, social, personal and psychological factors. The cultural factors
exert the broadcast and deepest influence.

DTH [Direct To Home] television is defined as the reception of satellite programs with a
personal dish in an individual home and an individual set top box empowering you to pick and
choose bundles of choice and pay for what you watch. DTH services were first proposed in India
in 1996, but they didn‘t pass approval because there were concerns over national security and a
cultural invasion. In 1997, the government even imposed a ban when Rupert Murdoch – owned
Indian Sky Broadcasting (ISKYB) was about to launch DTH services in India. Finally in 2000
DTH was allowed. Dish TV is the private company to start DTH in 2005. The new policy
required all operators to set up earth stations in India within 12 months of getting a license. DTH
in India cost $2.14 million and will be valid for 10 years. The companies offering DTH service
will have to have an Indian chief and foreign equity has been capped at 49%.Today, broadcasters
believe that the market is ripe for DTH. The prices of the dish and the set top box have come
down significantly. Overall investments required in putting up a DTH infrastructure have
dropped and customers are also reaping the benefits of more attractive tariffs.

The major things that DTH operators are betting on is that the service is
coming at a time when the government is pushing for CAS (Conditional Access System), which
will make cable television more expensive, narrowing the tariff gap between DTH and cable.

2
 STATEMENT OF THE PROBLEM

The study is taken up with the various DTH service providers which have considerable share in the
market. Consumers and buyers play vital role in the market. Some of the problems faced by the
DTH users are less quality of dish and are not providing more free channels, less clarity, high
subscription amount and unable to see local channels and so on. So the study is taken up to find out
consumer preference toward various DTH service providers.

OBJECTIVE OF THE STUDY

 To analyze the preference of the consumers towards DTH services in Pilakkavu
Village.
 To analyze the source of awareness about DTH service.

 To study the level of satisfaction about DTH service.

 To study factors motivating the subscribers to purchase the DTH.

IMPORTANCE OF THE STUDY

The present study helps to analyze the competition exist in the market regarding DTH services.
The scope of the study also covers the key factors which influencing the customer to take
decision to buy DTH connection for television. The study is focused on various DTH service
providers namely Sun Direct, Videocon D2h, Dish TV, Tata Sky, Big TV, Airtel Digital TV,
Zing.

The task of the study is to know the preference of the users in Pilakkav Village
among these various service providers.

3
 REASERCH METHODOLOGY

POPULATION:

Population taken for the study was mainly concentrated on customers of various DTH service
providers. To get accurate result; the population is selected as the customers from Pilakkav
Village.

SAMPLE SIZE:

100 Customers in Pilakkav Village is taken as sample units.

SAMPLE METHOD:

For the study ―convenience sampling‖ method has been used.

SOURCE OF DATA:

For the study both primary and secondary data‘s are used. The primary data‘s are collected from
“DTH customers in Pilakkav Village”. Secondary data used for the study collected from internet
sites of different DTH service providers, internet publications and information‘s of DTH
companies.

TOOLS FOR DATA COLLECTION:

A well-structured questionnaire is used for collecting primary data.

TOOLS FOR ANALYSIS:

 Diagrams

 Percentage

 Chart

 Graph

4
 LIMITATION OF THE STUDY

 The study was limited to a sample of 100 customers.

 The respondents were less interested in answering the questions, as they felt that it was
interruption to their regular work.

 The survey was limited to Pilakkavu Village only.

 The chance of error in this type of study is based only on the information received from
the questionnaire and as on other techniques of evaluating the customer satisfaction are
used, it is also insufficient to draw valid conclusion.
In-ability to cover large samples due to increase in expense.

5
 CHAPTER 2
AN OVERVIEW OF DTH

6
 MEANING OF DTH
The word DTH stands for ―Direct- TO- Home. DTH is defined as the reception of
satellite programs with a personal dish located at the subscribers home. DTH or Direct- To-
Home is essentially a content delivery system. It allows the satellite transmission of the
broadcaster‘s content directly into small receiving dish antennas located at the subscriber‘s
home. The transmission is usually done in Ku-band (14/12 GHz) to receiving dishes that can be
as small as45 cm.

WORKING OF DTH
A DTH network consists of a broadcasting center, satellites, encoders, multiplexers,
modulators and DTH receivers.

A DTH provider has to lease Ku- band transponders from the satellite. The encoder
converts the audio, video and data signals into the digital format and multiplexer mixes these
signals. At the user end, there will be a small dish antenna and set- to- boxes to decode and view
numerous channels. On the users end, receiving dishes can be as small as 45cm in diameter.

DTH is an encrypted transmission that travels to the consumers directly through a

satellite. DTH transmission is received directly by the consumer at his end through the small dish
antenna. A set-top-box, unlike the regular cable connection, decodes the encrypted transmission.

OVERVIEW OF DTH INDUSTRY IN INDIA

DTH services were first proposed in India in 1996. But they didn‘t pass approval because
there were concerns over national security and a cultural invasion. In 1997, the government even
imposed a ban when Rupert Murdoch owned Indian Sky Broadcasting (ISKYB) was about to
launch its DTH service in India. Finally in 2000, DTH was allowed. The new policy required all
operators to setup earth stations in India within 12 months of getting licence.DTH licenses in
India cost $2.14 million and will be valid for 10 years. The companies offering DTH service will
have to have an Indian chief and foreign equity has been capped at 49%. Today, broadcasters
believe that the market is ripe for DTH. The prices of the dish and set- top box have come down
significantly. Overall investments required in putting up a DTH infrastructure have dropped and
customers are also reaping the benefits of more attractive tariffs. The major thing that DTH
7
operators are betting on is that the service is coming at a time when the government is pushing
for CAS (conditional access system), which will make cable television more expensive,
narrowing the tariff gap between DTH and cable. Some of the features of DTH service are as
following:

 DTH offers better quality picture than cable TV.

 DTH can reach remote areas where terrestrial transmission and cable TV have failed to
penetrate.

 DTH has also allows for interactive TV service such as Movie-on-demand, internet
access, video conferencing and e-mail.

India currently has 6 major DTH service providers and a total of over 40 million subscriber
households.

 Dish TV

 Tata Sky

 Airtel Digital TV

 Reliance Digital TV

 Sun Direct

 Videocon D2H

Out of this Dish TV is the main market holder. Dish TV is India‘s first private Indian company
to start DTH satellite broadcast operations in the country. Dish TV‘s DTH services was hard
launched in May 2005. It provides multi channel subscription television service and interactive
services. Its state of art broadcasting infrastructure is located at its facility in Noida, near Delhi,
which is nerve center of DTH operations. Dish TV has robust operating infrastructure, strong tie-
up, established brand salience and backing of a strong group. ASC Enterprises Limited, now
renamed Dish TV India Limited acquired the first private sector license to operate DTH services
in India.

8
In the year 2004, Tata Sky was incorporated but was launched only in 2006, Tata Sky is a joint
venture between the TATA Group and STAR. Tata sky satellite television service was launched
on 8th august, 2006 it‘s the second DTH company launched in India. In Tata Sky TATA holds
80% of share, STAR holds 20% stake in 2008, Singapore based Temasek holdings picked up
10% stake in Tata sky from the TATA group. This has diluted TATA‘s stake in the venture to
70%. Tata Sky uses the brand of broadcasting group. It currently offers close to 196 channels
and some interactive ones; this count includes some numbers of HD channels offered by Tata
Sky (as Tata sky HD) and interactive services also.

Spotting the opportunity, Sun direct launched it services in 2007 with a drastically low
onetime cost involved for DTH subscriber. Followed by this Reliance Digital TV, Airtel Digital
TV and Videocon D2H launched their services. The market became competitive. Every player
came with innovative offerings, Dish TV offered movie on demand free worth the cost of set top
box, Airtel and Reliance Digital TV offered free subscription for first few months etc. All these
things were coupled with aggressive marketing campaigns.

DISH TV
Dish TV is the first private DTH satellite television provider in India, using MPEG-2
digital compression technology, transmitting using NSS satellite at 95.0 Dish TV‘s managing
director and head of business is Jawahar Geol, who is also the promoter of Essel group and is
also the president of Indian broadcasting foundation and Mr. Subhash Chandra is the chairman of
Dish TV. Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV has
national and global presence with business interests in media programming, broadcasting and
distribution, specially packaging and entertainment. Zee network incorporated dish TV to
moderate TV viewing. By digitalizing Indian entertainment, this enterprise bought best television
viewing technology to the living room. It not only transmits high quality programs trough
satellite; but also gives a complete control of selecting channels and paying.

DTH service was launched back in 2004 by launching of Dish TV by Essel Group
Enterprises. Dish TV is on the same satellite where DD Direct+ is. Dish TV started its services in
Pakistan with the collaboration of budget communication. Dish TV was only DTH operator in
India to carry the two tuner channels, Turner classic movies and boomerang. Both the channels
9
were removed from the platform due to unknown reasons in March 2009. Dish TV uses NSS-6 to
broadcast its programs. NSS-6 was launched on 17 December, 2002 by European- based satellite
provider, new skies. Dish TV hoped on to NSS-6 from an INSAT satellite in July 2004. The
change in the satellite was to increase the channel offering NSS-6 offered more transponder
capacity.

Dish TV recently launched its HD SERVICE CALLED Dish True HD. Its major competitors are
Sun Direct HD, Tata Sky, Airtel Digital TV HD and the Reliance Digital TV. It supports 1080i
HD quality. Currently there are 43 HD services and Dish TV plans to give more HD content to
its customers.

SLOGAN OF DISH TV: “Ghar Aayi Zindagi” (bring home life). After some time, they
started using “Wish Karo Dish Karo”. Now-a-days they are using “Sab Par Dish Sawaar
Hai”.

BRAND AMBASSIDOR OF DISH TV:

Dish TV‘s brand ambassador is Sharuk Khan. Dish TV had roped in Sharuk Khan as their
brand ambassador in 2007 and have extended their contract again. They still continue to count on
the star power of Sharuk Khan.

SERVICES PROVIDED BY DISH TV:

DTH on wheels: Dish TV provides mobile satellite TV on vehicles, trains and aircraft. It
means that you can enjoy Dish TV while travelling
Interactive services: Dish TV also provides various interactive services, these include;

 Movie on Demand

 Active games

 News active

 Bhakti active

 Astro active

 ICICI Active
10
  Sports active

 Jobs Active

 Cinema active

 Shaadi active
Economical add-on packs: Dish TV provides vary economical add on packs to its
customers.
Recharge options: Dish TV provides various DTH recharge options. You can recharge
from dish TV dealers, Using international credit card, recharge online and you can also
recharge from your home via credit card, mobile etc.

Tata Sky:

Tata Sky is a direct broadcast satellite television provider in India, using MPEG- 4 digital
compression technology, transmitting using INSAT-4A and GSAT-
10 satellite. Incorporated in 2004, Tata Sky is a joint venture between the Tata Group, and
21st Century Fox.

Its primary competitors in satellite television and other DTH (direct-to-home) service
providers are Airtel Digital TV, Dish TV, Sun Direct, DD Free
Dish and Videocon D2H.
It currently offers total 600 channels, 504 SD channels and 96 HD channels and services,
along with other many active services.

Tata Sky entered into an agreement with French firm Technicolor to supply 4K set top boxes
from early 2015.
History:

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

STAR’s parent company, 21st Century Fox, owns an international group of DTH businesses

11
that include Sky Italia in Italy and Sky UK in United Kingdom. The company uses the Sky
brand owned by British Sky Broadcasting.

Tata Sky has partnered with Ericsson to launch the first Video on Demand (VOD)
Services ever in India in 2012.

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

Satellites:

Tata Sky was the second operator to launch DTH or direct-to-home services in 2006. At that
time, the company decided to use an ISRO satellite. In 2005, Tata Sky signed a contract
with ISRO for provision of satellite space on the INSAT-4A satellite. In 2007, one year after the
launch of the DTH player, Tata Sky asked for more space to increase the number of channels
they telecast. The extra space was promised in 2009 on the GSAT-10 satellite, a then to be
launched satellite inducted into the INSAT system. The GSAT-10 was launched in September
2012; Tata Sky has started utilizing those transponders in March 2015.

Awards and accolades

In March 2009, Tata Sky became the first Indian DTH service provider to be awarded the ISO
27001: 2005 accreditation, the benchmark for information security. ISO 27001:2005 is an
international standard that provides specifications and guidance for the establishment and proper
maintenance of an Information Security Management System (ISMS).

Products of Tata Sky: Tata Sky produces products like; Tata Sky satellite television, Tata
Sky+, Tata Sky HD, Tata Sky+ HD.

SLOGAN OF TATA SKY: "Isko laga data toh 'if e jhingalata"

BRAND AMBASSADOR OF TATA SKY: Brand ambassador of Tata Sky is

Amir Khan. He is doing rnany promotional campaigns for the company.

FEATURES OF TATA SKY

12
Reminder: This feature allows you to set a reminder for your favorite programs up to 4 days in
advance, ensuring you never miss a beat of your favorite show again. Favorites: You can set up
to 20 channels in the order of your preference as a part of your favorites list. Search & Scan
Banner: This feature allows you to find out what's playing on another channel without changing
the channel you are watching.

The banner appears at the base of the television screen without interfering with what you are
watching and disappears automatically after giving you the schedule of programs across all
channels. Amazing Picture and Sound Quality: With the help of Tata Sky + HD, you can enjoy
amazing HD picture quality and Dolby digital plus 7.1 surround sounds. Recorder: You can also
record your favorite programs with Tata Sky + recorder or Tata Sky + HD recorder and watch,
pause and rewind live TV. Picture in picture: Ability to watch four news channels
simultaneously on one screen. It also has parental control feature.

SERVICES PROVIDED BY TATA SKY

Tata sky always tries to provide the best services to its customers that are not provided by other
DTH service providers to their customers. Some of the services provided by Tata Sky are as:

(1) Make my Pack: In 2010, Tata Sky launched India's first a la carte service that enables
subscribers to either create their own pack with only individual channels, or do a mix-n-match
of the existing True Choice packs with stand-alone channels.

(2) Interactive Services: Tata Sky provides following interactive services:

 Active English: This service will help housewives improve their English
conversational skills, vocabulary and pronunciation from the comfort of their homes.

Active Mall: Now you can buy electronic goods, household goods and even mobile
ringtones and wallpapers at the press of button with the help of active mall.

 Active Wiz kids: Designed specifically for preschoolers. Active Wiz kids is a television
based service that aims to continue a child's learning process at home through a host of
fun learning games, rhymes and art & craft activities.
 Active Stories: A television based story book that children can read and listen. The
service features new stories in English and Hindi everyday from the likes of

13
 Panchatantra, Jataka Tales and Hitopadesh. You will now be able to listen to your
favorite stories in six languages - English, Hindi, Tamil, Telugu, Bengali and Marathi.
 Active Learning: Active Learning powered by Encyclopedia Britannica is a quiz based
service aimed at improving the general knowledge of children in the age group of 7-12
years. Active Matrimony: Find matrimonial at a press of button.
 Active Cooking: On active Cooking you can get your favorite recipe when you want at
the press of a button. The service features 9 new and easy-to- cook recipes daily, from
master chefs across the county including Sanjeev Kapoor. A., get a new handy kitchen
tip every day.
 Active Darshan: With the help of active darshan you can listen prayers and visit temples
of shirdi Saibaba, Siddhi Vinayak etc.
 Active Games: On active games there are lot many options of games to choose
from.
 Active Doordarshan: DD Gujarati/ CO Saptagiri/ DD Punjabi/ DO Kashmir.
 Active Star News: Control how and Wien you want to watch the news. Go directly to:
headlines, top stories, features.

(3) Multilingual Customer Care Service: Tata Sky's 24x7 .11 centers are staffed with
associates who are trained to answer all your queries in 11 languages.

COMPLAINTS OF THE CUSTOMERS ABOUT TATA SKY

(1) Tata Sky has too many Add-on packs: Several add-on packs need to be subscribed to for
enjoying all the channels, even after going with the highest pack. This makes the over-all
package too costly.

(2) The channel strength of Tata Sky is less compared to other DTH operators: This is
because of the less no of Transponders purchased by them.Some channels don't have
good reception.
(3) Remote is not of good quality.
(4) Hidden charges for free to air channels.
(5) Packages are not so good and attractive.

14
 AIRTEL DIGITAL TV

Airtel Digital TV is a DTH (Direct to Home) service from Bharti Airtel. It

uses MPEG-4 digital compression with D.-S2 technology, transmitting using INSAT 4CR 74°E.
Airtel digital launched on 8 October, 2008 with a 360 degree mega campaign 'Come Home to the
Magic'. Since then it has launched 2 other campaigns: 'Stars come home (March 2009) and 'DTH
Picture Clarity (August 2009) has increased its channel base to 183+ channels. Airtel digital TV
is now amongst the fastest growing DTH brands in the country and is available across 5000+
towns in India. It has also been ranked as the best DTH service by "Living Digital" magazine.
Airtel chief Sunil Mittal said that Airtel digital TV and other DTH players have a bright future in
Indian market as the people are getting more attracted towards DTH because of its quality and
affordability.

Airtel Digital TV's standard definition broadcasts are in MPEG-4 with Interactive Service (TV)
and 7-day EPG (electronic program guide). Interactive Service (TV) of Airtel Digital TV
includes an add-on service that allows a user to shop, book movie tickets etc. A universal remote
is included in the package that can, over IR frequencies, control both the TV and the DTH box
Like other DTH service providers, it also provides a Pay per View interactive service that
includes a catalogue of movies in Hindi, English and Regional languages.

Airtel digital TV also launched Airtel Digital TV HD. Airtel Digital TV HD provides channels in
their native resolution of 1080i or 720p with 16:9 aspect ratios. The STB is compatible with 7.1
Channel Dolby Digital Plus surround

sound as well and is in fact the first HD STB in India to be complaint with Dolby digital Plus.

SLOGAN OF AIRTEL DIGITAL TV: "Come Home to the Magic". But later on, it was
changed to "Stars come home".

BRAND AMBASSADORS OF AIRTEL DIGITAL TV:

Airtel DTH perhaps today takes in at top position with a horde of celebrity ambassadors from
Bollywood, cricket and music industry. The brand has had the likes of A.R.Rahman, actors like
Vidya Balan, R.Madhavan and cricketers Zaheer Khan and Gautam Gambhir endorsing for
them. The current brand ambassadors for Airtel DTH are the real life couple Saif Ali Khan and

15
Kareena Kapoor and the earlier campaigns revolved around their relationship with a bit of
humor. The brand believes that celebrities or icons definitely help in enhancing the image of the
brand as well as increasing sales. These DTH players have also given the celebrities a stage to
come closer to their fans and followers with the kinds of offers and schemes these brands come
up with.
FEATURES OF AIRTEL DIGITAL TV

Some great features of Airtel digital TV that encourage other DTH users to switch are as:

 Universal remote - that works for both Set Top Box and TV.

 Airtel Digital TV offers you an exceptional viewing experience with the MPEG4 D.-S2
technology. An exclusive and revolutionary feature, it guarantees you unmatched picture
quality and sound.
 Highest Set Top Box memory - meaning more interactive applications

 World space Radio - integrated satellite radio for music fans.

 High quality games - refreshed every 6 weeks.

 Audio gain control - ensures uniform audio levels across all channels.

 On screen account meter - keep track of monthly expenses.

 Last viewed channel - restored after power disruption/switch off.

 Low battery indicator - Time to recharge.

 Airtel Digital TV Recorder - It allows 150 hours of recording live TV on a 160 GB hard
disk with MPEG 4 picture clarity.
 The Dish antenna of Airtel Digital TV is considerably bigger than other DTH dishes.
This makes sure that you don't lose connectivity even when it rains wild. The bigger dish
has been brought up keeping this aspect in mind.
 Stylish set top box-The sleek looks and stylish finish of the set top box makes it pleasing

16
 to the eye, giving it a glamorous feel.
 Multilingual electronic program guide-All the program information you need is right here
on the Multilingual Electronic program Guide. Simple and easy to use, you can also
switch language from English to Hindi or vice-versa, as per your choice.

SERVICES PROVIDED BY AIRTEL DIGITAL TV

(1) It provides World-Space satellite radio channels: Airtel Digital TV exclusively offers 10
popular and premium World-Space satellite radio channels to its subscribers. There is so much
to hear, when you have World Space Radio with you. Airtel provides these radio channels
without any extra cost.

(2) Interactive Services: Mel Digital TV also provides various interactive services. These
services include;

 I Astro: I Astro enable you to get daily predictions, information on Rahu kaal and
simplified Hindi Panchang for up to 3 days in advance. Read up on your zodiac sign and
get your fortune for the day along with results for your most compatible partner. You can
press I TV on your remote to reach I Astro.
 I Darshan: I Darshan enable you to get in touch with your spiritual side. Get access to
prayers directly from the shrines, and view programs on Ishwar Bhakti, Devi Maa and
Sai Baba Bhajans, and Gurbani.
 I Good life: Indulge in a better way of life! I Good life offer interactive programs on the
best of fitness routines, recipes to pamper your taste buds, home and family tips, and
innovative tips for a swanky new lifestyle!

I Fasal: Now, with I Fasal, India's first TV interactive for farmers, one can get easy
information on wholesale markets prices for various commodities along with expert advice on
better farming techniques. This application is extremely user friendly and requires the user to just
click a few buttons to lay their hands on the desired information.

 I Learn: Learning has never been this much fun! Airtel digital TV offers interactive and

17
 fun learning sessions for your children. With tutorials ranging from classes 1 through 5, I
learn provides enjoyable educational modules for kids. Press I TV on your remote to
access I Learn.

I Radio: Get 21 music channels on your digital TV. iRadio brings you radio channels in various
languages.

(3) Digital TV for Vehicles: Now you can catch your daily dose of entertainment with Airtel
Digital TV while you are on move with the help of digital TV for vehicles.

(4) Multiple Airtel also provides multiple TV connection offer. It means that if you have more
than one TV at your home, you can connect these TVs with the common dish and can enjoy
different channels on different TV's.

Multi-storied Residential Building Connection: Now get Airtel Digital TV to power

the televisions of your residential building. It means that you can get single dish antenna for the
entire building instead of one dish antenna per home.

RELIANCE DIGITAL TV
Reliance Digital TV is a DTH satellite television provider in India based in Navi Murnbai, using
MPEG-4 digital compression technology, transmitting using MEASAT-3 91.5.east. It is the 5th
DTH service launched in India. Reliance Digital TV limited is a part of Reliance
Communications Ltd., a subsidiary of Reliance Anil Dhirubhai Ambani Group founded by the
Late Dhirubhai Arnbani, the Indian business tycoon and owned by his son Anil Ambani.
Reliance Digital TV started operations from 19 August 2008. It was initially introduced as
Reliance BIG TV, but later on they changed the name to Reliance Digital TV.

It currently offers close to 200 channels and 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. 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 Digital 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. Reliance BIG TV's launch in August was probably the biggest
roll-out in home entertainment ever and deployed the most advanced MPEG4 technology that
18
enabled them to deliver best quality digital audio-video to the consumer. 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 helps to broadcast up to 35 to 40 channels per transponder. With 12
transponders they are able to broadcast over 400 channels. They are currently utilizing only 8 of
their transponders to broadcast over 200 channels.

Reliance Digital TVs 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-Mew Movie
Channels, the highest by any DTH player.

Reliance Digital TV has recently launched its HD Service and is providing over 250 channels
with this service. Reliance Digital TV HD and HD DVR set-top boxes are now 3D ready. So you
can enjoy a 3D experience on your 3D TV when 3D content becomes available.

SLOGAN OF RELIANCE DIGITAL TV: "TV ho Toh BIG Ho" ('If you have a TV, it has to be
BIG")

BRAND AMBASSADOR OF RELIANCE DIGITAL TV: The father-son duo of Amitabh

Bachchan and Abhishek Bachchan have both endorsed for Reliance Digital TV at some point in
time in their respective careers. Reliance Digital TV has also assigned Hrithik Roshan as its
brand ambassador.

FEATURES OF RELIANCE DIGITAL TV

• Guide: It provides two days advance Program Guide with description.

• Picture Quality: It provides MPEG-4 picture quality.

• Mini Guide: Lists all available channels and displays information about the selected program
at the bottom of the screen.

• Exclusive Cinema Channels: More movies, more options every hour, Advertisement-free
cinema viewing, Friday Premiere, New movies added every 15 days.
19
• Favorites: Set up a personal program guide of the channels you watch the most and assign
personalized names to your favorites list — e.g. Mom, Dad, etc.

• MyTop10: Gives you a It of frequently watched channels a. gives access to your most viewed
channels list in a jiffy.

• Reminders: Don't miss a program. View all reminders from the Reminders list. Onscreen
alert pop-up message displayed when program is about to start.

• Parental Control: Enables to lock a channel, Block programs based on their content rating,
Programs can be unlocked only by using your unique PIN codes

• Channel's Signals in Heavy Rain: Reliance Digital TV's advanced technology lets you watch
channels even when it rains heavily. Channels may blank-out for just about 5. Seconds whereas
in other DTHs, channel black-out lasts the entire length of the rain.

SERVICES PROVIDED BY RELIANCE DIGITAL TV

(1) Multilingual Custorner Care Service: Reliance Digital TV provides 24x7 the highest
quality of customer care service and technical assistance in 11 languages.

Reliance Digital TV Multiple TVs: Reliance digital TV offers multiple TV connection facility
that enables the users to enjoy multiple DTH connections at home. Thus, users can get Reliance
digital TV for multiple TVs at home and avail the discounts on monthly rent of multi room
connections. Multiple TV discount is applied only in those cases where the parent & child
connections have same channel packs.

(2) Interactive Services: Reliance Digital TV provides following types of interactive services:

 I Kids: I kids offers you interactive and educational games. Your child can enjoy and
learn the alphabet, numbers and many other things. IGames: iGames offers you new
games every fortnight in association with India games.
 ICooking offers you exciting dishes from around the world, Celebrity chef with
exclusive dishes.
 IEducation: iEducation offers you key Learning in Physi., Chemistry, Biology and Math
for class 9, 10 & 12, Point wish summation of important topics.
20
  IAstro: iAstro offers you daily and weekly zodiac predictions. Daily Panchang, Tarot and
numerology forecast, Partner compatibility tool.
 ICare: iCare offers you on-screen user guide to demonstrate optimal usage of Reliance
Digital TV connection. All the product information, you'd like about Reliance Digital TV
like details of channel packages, special offer announcements and answers to all queries
— from quick-fixes to account recharging.

(3) 'Select' Service: A "Select" service on Reliance Digital TV allows users to watch 12
channels at a time on a single screen with a press of button.

(4) 'Help' Service: Reliance Digital TV also provides a Help channel. This channel provides
information regarding as to how to use the Reliance Digital TV.

SUN DIRECT
Sun Direct is an Indian direct broadcast satellite service provider. Its satellite service, launched
on 2005, transmits digital satellite television and audio to households in India. Sun Direct uses
MPEG-4 digital compression technology, transmitting on INSAT 4B at 93.5°E and MEASAT-3
at 91.5°E. It is the country's first MPEG-4 technology DTH service provider. Sun direct is a joint
venture between the Maran's Sun Network family and the Astro Group of Malaysia. Sun TV
entered into a MoU with the Astro group in January 27, 1997, but since the government of India
did not allow the use of KU band transponders for DTH services the project was put on hold.
After the DTH policy was announced by the government in December 2007, Astro picked up a
20, stake in Sun Direct TV, the stake was valued at approximately $115 million. Sun Direct TV
was registered on February 16, 2005. However, the failed launch of INSAT 4C resulted in a lack
of transponders, delaying the launch. The service was finally launched on 18th Jan 2008 after
availability of transponders from INSAT 4B.

Sun Direct offered subscribers a satellite dish and Set-top box for free and basic monthly plan as
is as 149 (approximately). Currently basic monthly plan 159(approximately). Sun Direct spread
rapidly all over the country owing to lowest pricing of any DTH services in India. In December
2009, Sun Direct was launched in Mumbai, Country's financial capital and announced its pan
India launch. By 2009 it became the leading DTH provider with 3 million subscribers. This
makes it the second largest DTH service provider of India. In April 2010 Sun Direct became the

21
No. 1 DTH service provider of India with 5.8 million subscribers and soon officially launched its
HD service in India.

INSAT-4B glitch and satellite change: On July 7, 2010 a power glitch in the INSAT 4B
satellite turned down the DTH system partly and Sun Direct announced that the service will be
free till whole services are restored. The partial service was restored on INSAT 4B with 193
channels and meantime SUN Direct is now transmitting 173 channels on MEASAT-3 for
uninterrupted transition of its customers from INSAT 4B at 93., to MEASAT-3 at 91.5.E. Sun
direct now using 4 Mt-3 Transponders (TP's) and 3 INSAT-4B TP's to provide DTH services,
and additionally through exclusive agreement with Reliance Digital TV, a DTH arm of Reliance
ADAG group, Sun Direct Shares 2 TP's of Reliance Digital TV (Reliance Digital TV holds 12
TP's in Measat-3), i.e. Reliance Digital TV allows Sun Direct to get signals of FTA channels to
Sun direct. Now Sun Direct stopped its Standard Definition TV services from INSAT -4B and
moved its High Definition TV Services to INSAT-4B, Sun Direct now its entire Standard
Definition TV is from Measat-3. Sun Direct becomes the second DTH Provider to change
satellite.

SLOGAN OF SUN DIRECT: "HAR GHAR MEIN SUN TAN TANA TAN"

BRAND AMBASSADOR OF SUN DIRECT: Sun Direct is an only DTH service provider
which never used services of any Bollywood film star for advertising their product. Sun Direct is
mostly betting on south Indian film stars. Sun Direct also hired Sumith Arora as its brand
ambassador who is a daily soap actor in Indian television industry.

FEATURES OF SUN DIRECT

 DVD Quality Picture & Sound: Sun Direct provides excellent picture and sound quality
as it employs MPEG4 DVB-S2 technology for providing exceptional viewing experience.
This feature guarantees world class sound and picture quality.

 Wide Range of Channels: It offers wide variety of channel packages for the customers
to choose from. It enables the customers to make payment for only those channels they
want to watch. It also offers variety of regional content to cater to the requirements of
diverse audience.
22
  Affordable Packages: Sun Direct provides many affordable packages for the consumers
with monthly expense turn out to be as low as Rs.111 per month.
 Add-ons: Customers can opt for various Add-on Packs on monthly Subscription which
starts from Rs.6 per month onwards.
 Guide: Sun Direct provides Multilingual Electronic program Guide that offers various
program details conveniently. Consumers can easily switch the languages as per his/her
preferences. Consumers can access listing of all programs on Sun Direct DTH to ensure
that they never miss a program. Customer can also get synopses of programs.
 Parental Control: Customers can control the television channels viewed by their
children by locking the movies on the basis of ratings provided by the channel or by
completely locking the entire channel.

Reminders: This feature enables the viewers to get all the reminders from the Reminders list. It
displays the onscreen alert pop-up message when program is going to start.

SERVICES PROVIDED BY SUN DIRECT

 Easy Recharge Options, is easy to recharge Sun Direct account by using various easily
available recharge options such as payment via SMS, online via credit card or debit card
or net banking account.
 Customer Care Service: 24X7 customer care in 6 languages that enables consumers to get
quick solutions to their problems. It has dedicated and committed distributor network
with robust installation franchises.
 Free STB: Sun Direct provides Dish and Set Top Box (STB) free of cost.

 Games: Sun Direct provides many exciting games for the consumers to keep them
refreshed and these games are updated every 6 weeks.

Movie on demand: Sun Direct also provides movie on demand service.

VIDEOCON D2H
Videocon d2h is one of the largest Indian pay TV provider, providing direct broadcast satellite
service—including satellite television, audio programming, and interactive television services—

23
to commercial and residential customers in India. It uses MPEG-4 with DVB S2 digital
compression technology. Videocon d2h uses the ST 2 satellite at 88 °east. Videocon d2h has 6
transponders for transmitting its services.

Videocon d2h is the DTH service provided by the Videocon Group. Videocon Group is an
industrial conglomerate with interests all over the world, and is an Indian multinational
company. The group has 17 manufacturing sites in India and plants in China, Poland, Italy and
Mexico. It is also the third largest picture tube manufacturer in the world. The group is a USD 4
billion global conglomerate. Videocon d2h has been providing DTH services in India since its
inception in Aug 2009.

As a pioneering offer in the Indian DTH market, Videocon d2h offered Satellite LCDs & TVs
which were DTH enabled with sizes ranging from 19" to 32". This concept in the DTH service
was an innovation in the presence of other players like Dish TV, Tata Sky, Airtel Digital TV,
Sun Direct and Reliance Digital TV providing only the set top box.

This is offering direct to TV without any set top box also. Only the antenna is enough, it also
came with D. which is connected directly to the TV or antenna is connected to DVD which gives
a best quality of output.

As of 1st January 2012, Videocon d2h offers 330 channels and services which include 12 HD
channels and 21 Active Music Services. In March 2011, Videocon d2h launched its HD Digital
Video Recorder (DVR) box with 3D which could record live content. With the launch of its 3D
Set Top Box (STB), Videocon d2h became the first DTH provider in India to offer a 3D
compatible STB since none of the other DTH providers had a 3D compatible Box

SLOGAN OF VIDEOCON D2H: Videocon d2h's slogan initially was "Direct Hai Correct Hai
―which was later changed to "Digital DTH Service" in Nov 2011.

BRAND AMBASSADOR OF VIDEOCON D2H: Videocon has roped in Bollywood actor

Abhishek Bachchan to endorse its direct-to-home (DTH) service Videocon d2h as brand
ambassador.

24
FEATURES OF VIDEOCON D2H

• DVD Quality Picture & Sound: Videocon D2H provides excellent picture and sound quality
as it employs MPEG4 DVB-S2 technology for providing exceptional viewing experience. This
feature guarantees world class sound and picture quality.
• Stereophonic Sound: Videocon D2H Direct to Home satellite transmission provides amazing
theatre like experience by offering remarkable Stereophonic sound.

• Universal Remote: Videocon D2H offers a single universal remote for Satellite LCD and TV
for handling TV as well as DTH functions. Thus, consumers can do away with the hassles of
managing multiple remote for TV and STB.

• 12 PIP Mosaic: With Videocon D2H Consumers can conveniently see and select channels
with Genre/language wise mosaic rather than scrolling channels on EPG.
• Wide Range of Channels: It offers wide variety of channel packages for the customers to
choose from. Videocon D2H can offer up to 291 entertaining channels and services.

• Watch TV While playing: Consumers can watch the last viewed channel while playing
Games.

• Multilingual Guide: Videocon D2H provides Multilingual Electronic program Guide that
offers various program details conveniently in 2 preferred languages out of 9 languages
available. Consumers can easily switch the languages as per his/her preferences.

• Parental Control: Customers can control the television channels viewed by their children by
locking the movies on the basis of ratings provided by the channel or by completely locking the
entire channel.

• Favorites: Videocon D2H allows the consumers to create up to 4 personal favorites list with
20 channels in each list.

• Reminders: Videocon D2H feature enables the viewers to get all the reminders from the
Reminders list. Consumer can select up to 50 reminders for his favourite programs.

• Info Bar and Preview Screen: Videocon D2H provides info bar that has unique features like
25
program title, Channel No, Start End time, weather information, progress bar, etc. User can
watch the preview of program in EPG before selecting channel.

SERVICES PROVIDED BY VIDEOCON D2H

1) D2H Movies: Videocon D2H provides latest Hollywood/Bollywood blockbuster movies

and regional movies on pay per movie basis and thus brings the theatre into the home of the
consumers.

2) Easy Recharge Options: It is easy to recharge Videocon D2H account by using various
easily available recharge options such as payment via IVRS, SMS, online via credit card or debit
card or net banking account.

3) Service centre: Videocon D2h has its own service centers that are spread across the country.

4) Customer Service: Multilingual Customer Care available across 3 zones in 9 languages. It

provides 3 toll free numbers that enables consumers to get quick solutions to their problems. It
has dedicated and committed distributor network with robust installation franchises.

5) Multi room Connection: D2H also provides multi room connection.

6) Interactive services: Videocon D2H comes with wide range of interactive services such as
includes Active Music Space, Tickers, State Active, Darshan Active, Channel Active, East
active, etc.

 Active Music Space-You can listen your favorite music with active music.

 Tickers-User can check latest stock market, news updates a. cricket on ticker.
 Darshan Active-You can visit religious places by sitting at home.

 State Active- It includes ETV UP, ETV MP, Zee Chanttisghar and Zee 24 Ghantalu.
 Channel Active- Watch 3 active channels covering topics like infotainment parliament
news etc in one window. It includes DD Bangala, DD Sapthagiri and DD Podhaghai. East
active- Zee Salam, DD Ne, Kolkata TV and Tara Music.

26
 CHAPTER 3

REVIEW OF LITERATURE

27
In the previous section, an insight has been given to the available literature on service quality,
customer satisfaction and their interrelationship. In this section, an attempt has been made to review
the avilable literature on DTH services which included the reserch studies, case studies, reports and
articles etc. This review has provided considerable knowledge, information and deep understanding
of the research topic.

TRAI Act 1997, TRAI has to set down quality of services (QOS) parameters for DTH operators.
Government recognizes that qualities of services (QOS) parameters are very important and have a
huge impact on investment and roll-out decisions of service providers. We can say that TRAI and
Govt. both are very serious about service quality and other value added service offered by the DTH
service provider. The DTH industry in India is going through evolutionary phase and market is set to
witness significant and rapid growth in DTH subscriber’s base. The main reasons behind this
advancement include changes in consumer preference and improved standards of television
viewership. Customers have to carefully select the DTH service provider after analyzing the various
aspects such as transmission in inclement weather, package pricing, plans, picture quality and other
value added services provided by different DTH services providers.

Broadband Policy 2004, Telecom Regulatory Authority of India (TRAI) (Government of India,
Ministry of Communications & Information Technology, Department of Telecommunications,
Broadband Policy 2004, Value Added Services.) has given emphasis on satellite media, and states
that to serve remote and inaccessible areas; Direct To Home (DTH) service providers would be
encouraged for penetration

of internet and broadband services with the additional advantages. It was very clear in the policy to
not to allow DTH companies to provide any value-added-services like voice calling, fax, data,
communication, internet, etc. without a specific license from the competent authority. Government
also recognized the importance of QOS parameters that have an impact on investment and roll-out
choices of service providers. TRAI was asked to prescribe QOS parameters for service providers.
Thus TRAI binds DTH operators to provide standardized service quality.

Varma and John (2006) published a case study: “DTH vs. Cable TV: Sky wars in India”. This case
study states that DTH sector is employing the latest technology and provides customers more

28
options to utilize. This study highlighted the main features of DTH services like hundreds of
channels, clearer picture quality customer care support and various value-added-services provided to
customers as deciding factors. A discussion was also made on current scenario of home
entertainment in India and emphasizes the need of technological advancements in television
broadcasting. They also found that Indian customers are well prepared to select different mode of
home entertainment like DTH, IPTV and Cell Phone TV etc. So, it can be said the Indian market
could provide DTH operators a wide opportunities to serve people.

Aseambankers Report, Press Trust of India (PTI), (2007), published a report entitled as “India
set to become Asia’s largest DTH market”. This report forecasted India as largest DTH market in
Asia by 2010 and most profitable market in pay-TV segment by 2015.Report also highlighted that
service quality is the main differentiator in the industry and service providers need to keep close
eyes on the market situations. It was found that increasing product knowledge and customers’
awareness made the things more complicated for DTH operators. Furthermore, any good or bad
experience with service directly leads to behavioural outcomes of customers. So, it can be said that
DTH service providers have to focus on service quality and customer satisfaction both for their own
growth.

Umapathy (2007) published his literature, “Industry analysis-DTH industry in India”. He has
applied Porter’s five forces model for environmental analysis of DTH industry and identify the
problems and challenges faced by the same. He also analyzed the existing opportunities for DTH
industry in the Indian scenario. It wasfound that customers very sensitive for quality as well as for
price and increasing customers’ awareness and expectations have made the thing difficult for DTH
operators to satisfy customers. To be a convergent player in the industry, service provider has to put
its efforts to offers all in one package of services to the price sensitive and value-conscious
consumer. Thus, it is very important to identify the main factors contributing for service quality in
DTH sector.

The Indian Readership Survey (2008) “Understanding Indian DTH market from IRS window”,
findings of the survey shows that 103.3 million Indian household owning Television, out of these, 64
percent are using cable or satellite television and remaining 36 percent go for terrestrial antenna or

29
some other mode. DTH services are used by 6.5 million households which is only 6.3 percent of the
total TV household. Dish TV is the largest player with over 3.1 million subscribers, followed by DD
Direct, Tata Sky and Sun Direct. The reasons to prefer DTH services are high cable costs and poor
services of cable operators or no accessibility of Cable & Satellite (C&S) service. Further report
states that growing income level and improving standards of living provided an extra base for DTH
companies to grow with high rate. In DTH sector, competition is increasing day by day and service
providers are highly concentrating to improve the quality of service.

Indian Entertainment and Media Outlook (2009) a report by PricewaterhouseCoopers Pvt. Ltd.
published in 2009, discussed all about the Indian entertainment industry and highlight various facts
about Indian DTH sector. Report informed us that Indian DTH sector has seen a huge addition in
total customer base and most of them were from cable services. Main reasons behind this shift were
subsidizes hardware, reduction in installation charges and beginning of value-added services etc.
Report further enlightened that DTH companies have used aggressive marketing and promotional
strategies that lead to the addition of about 8 million customers in single year. At the same time, new
DTH players has started a Technology-War, by using latest and modern technology not only in
broadcasting but also in feature, style, shape of instrumentation.

A report on DTH, by RNCOS, "Indian DTH market forecast to 2012” Indian consultancy firm
market research solutions published this report in 2011. This research provides extensive research
and rational analysis of the DTH market in India.Report states that DTH sector in India has appeared
as one of the most profitable markets and effectively resisted the impact of the present economic
slowdown. The DTH industry has shown a CAGR of 30 percent and expected to add about 5 Lakhs
subscribers per month during 2009. Rural and remote areas could be the potential market for DTH
service providers, where setting up cable networks is highly expensive. This report also projected
that because of superior service quality of DTH services about 21 percent of TV homes have DTH
services by 2012.

Report helps to understand the underlying potential of DTH services in the Indian television
industry. This report explain that DTH service provider considering various factors such that better
service quality, technology up gradation, service packs etc. that leads to future growth of the DTH

30
market in India. The report also helps in gaining insight into the prevailing key trends and
developments that are contributing positively towards the growth of the market.

Sekar (2010) applied five forces model to DTH industry in “Forecast Indian Direct-To–Home
Industry” and undergone an in-depth study on DTH sectors and service providers in the industry. He
studied the consumer behaviour patterns and identified the main factors that influence customers’
purchase decision. These factors are price, customer services, reception, program choice, use of
latest technology and technical support provided to customer. This work also highlights the
strategies like advertising, promotion and product innovation have great role to maintain high
growth in competitive market.

Sekar (2010) in “Forecast Indian Cable Television Industry” states that for the period 2009-13, the
projected growth rate of the Indian television industry was 11.4% and sector expected to reach Rs.
420 billion in 2013. It was also informed that there were about 9 million DTH customers in 2008
that may reach to 35 million households by 2013 at a CAGR of 31.2%. Rural and semi-urban areas
are mainly responsible for this high projected growth rate. It was expected that in 2013, about 35
million households will be using DTH which account for 26 % of the television homes.

TRAI Annual Report (2010-2011) report highlight the fact that DTH services in India have shown
an extraordinary growth since its inception in the year 2003. Total subscriber base of six paid DTH
service providers touches the mark of 35 million with averagely adding new subscribers at a rate of
about 1 million per month. To attract the more and more customer from the market, apart from the
increasing in the conventional TV channels, DTH service providers are adding Value-added-
services (VAS) and other interactive service like movie on demand, shopping and gaming etc.
Steady decline in the costs of Set-Top-Boxes (STB’s) is also one of the main factors, responsible for
the growth of DTH sector.

Analysis of Direct To Home (DTH) Service Providers Industry (2011) this analysis shows that
switching cost is an important factor in DTH service. High and upper middle classes don’t consider
switching but it is the matter of high concern for middle and lower middle classes. If customers
don’t have an option of cable TV, they generally do not switch. All DTH operators have realized the

31
importance of rural as well as urban customers, so they are offering innovations like High Definition
channels, foreign channels like FOX, recording facilities, movie on demand etc. The quality of
service provided is almost same by every service provider. It was found that most of the DTH
companies are spending huge amount on advertisement and promotional activities.

Indian Media and Entertainment Industry Report (2011) by FICCI- KPMG, this report informed
that India is on third place after China and USA with almost 138 million TV households, and 80
percent of these households are enjoying cable and satellite transmission. In the recent years, DTH
services have shown maximum growth rate and use of latest technologies have created further
opportunities for innovation and expansion. Report further highlights the main reasons for the
growth of Indian DTH sector. First, about 88 million homes does not access to television; second,
currently near about 30 million TV homes does not have cable facility; third, opportunity for DTH
companies to replace 68 million existing analog cable households with their services. Furthermore,
this report also stated that better after sales service, lower cost of set-Top-Boxes (STB’S) and
uninterrupted services in bad weather are the main reasons to prefer DTH services.

Sharma (2011) in his article “Indian broadcast industry witnesses growth in 2010, crosses 600
million mark” engraved that the television and broadcasting industry has grown massively over the
last twenty years with an average growth rate in double digits. The industry touches the mark of
600 million viewers by adding about 100 million viewers only in 2010 and offering about 550
channels as compared to 460 in 2009. DTH sector is the chief gainer of 2010 with a net subscriber
base of 28 million. This article shows that future of Indian broadcasting industry and DTH sector is
very bright, therefore, it very important to understand the concept of service quality and customer
satisfaction to serve DTH customer better.

Gulati, et al., (2011) in their study “Dish TV- Marketing Mix and Growth” described Indian market
as one of the largest consumer of media and entertainment industry. They have observed that a
major segment in the market is dominated by private DTH Service providers. Dish TV is growing
rapidly and need to create an image in mind of customers. It has many customers from the rural
areas and hence properly considers the specific needs of rural consumers while design its service
packages. Company is paying proper attention toward price as well as to the channel content;

32
further, finding shows that customers are ready to pay more for great picture and sound quality.
Services providers are investing to procure hi-tech equipments and operations. Thus for increase the
revenue by maximizing the customer satisfaction, it is very important to pay attention towards
picture and sound quality by using latest technology and improved service quality.

“DTH Market in India” (2011) cable operators have plenty of opportunities for growth in Indian
market. However, quality of services that cable operators are providing is very deprived. Customers
are highly dissatisfied with cable operators due to the strikes, irregular and unstated increase in tariff
plan, selective channel. So it can be said that poor service quality and low satisfaction of cable users
provides an opportunity to DTH companies to target Indian market with great potential. But to gain
competitive advantages DTH companies have to focus on service quality and customer satisfaction.

Srinivasan (2011) in his work “DTH Industry in India-Future prospectus” has studied the problems
and challenges faced by DTH service providers. Indian DTH companies are facing two main
problems, first small revenue growth and second market is highly fragmented. Beside these, there
are lots of other issues need to be attention such as strict Government policy and regulations, limit
on foreign investment, no permission to offer content exclusively and non-availability of
transponders etc. DTH service operators can create difference only at cost and service level because
content differentiation is not possible in near future so service. It was observed that present customer
is highly sensitive to price and quality, so companies can’t ignore these aspects while framing
policies to serve market. It was found that consumer’s awareness and expectations are increasing
regularly that make thinks difficult for service provider to achieve customer satisfaction. So it can be
said that attractive price strategy and feature rich packages are the mantra for sustaining the success
and growth.

Dhinakaran (2012) used convenient random sampling to target 120 respondents from
Palayamkottai area. In his study “A study on Customer Buying Behaviour of DTH Services in
Palayamkottai” elucidated that Direct To Home (DTH) Services are in a emerging stage in our
country. However, there is a hard competition among the present six service providers. Most of the
people are puzzled while selecting their connection. Moreover, Direct To Home (DTH) service
providers are also confused with what channel should be provide on free of cost and what channel

33
should be charged. This study explains the main reasons to buy the DTH connections are, to avoid
monthly charges paid to cable operators, to watch more channel on DTH, unavailability of cable
operators in the area, clear transmission of DTH service and lastly to watch TV channels that are not
provided by cable operators. This study also resulted out that maximum customer of DTH services
belongs to middle or high income group and advertisement is an important factor to buy DTH
service. He suggested that better network coverage and high picture clarity are very significant from
customer point of view so latest technology must be incorporated in DTH services to serve
customers better.

DTH service sector is in its growing stage, so service provider should focus on the quality of service
they provide. Service providers should have to carry a paramount combination of quality and price
to retain the existing and to add new one. They have to put together all their efforts to maximize
customer satisfaction.

Madan, et al., (2012) conducted a study “Gap analysis in DTH service quality: An empirical study
for exploring customer satisfaction towards DTH services using SERVQUAL” and observed that if
the gap score reduces gradually, the service quality improves leading to more customer satisfaction.
In this research work, 185 DTH subscribers were selected from National Capital Delhi. Here,
SERVQUAL has

been used to identify the gaps in DTH services provided and expectation level of the customers. It
was found that customers give maximum weightage to Tangibles dimension of the SERVQUAL.
Study also revealed that the weakest part of the DTH companies is the Reliability dimension of the
services.This analysis is very helpful in understanding the customers’ needs, their expectations and
the various factors that affect the customers’ DTH buying decision. Thus we can say that
SERVQUAL is an efficient tool in bridging the gap between the expectations and the perceptions of
the customers in the DTH companies.

Madankumar and Vignesh (2012) carried out a research “A Study on Marketing Research on
Customer Satisfaction of Sun Direct DTH in Cumbum city” by employing convenient sampling to
select 50 Sun Direct users in Cumbum city to study general applications, awareness, advantages and
preference of the customers of Sun Direct and found that there exists relationship between age and

34
customer satisfaction. The main reasons to prefer Sun Direct are price, channel package, service
quality and value added services (VAS). It was also found that DTH customers are highly satisfied if
service providers offered a better picture and audio quality at reasonable price.

Memdani (2012) carried out the research “An overview of digitalization of rural India and its
impact on the rural economy” to study various steps taken for strengthen the digitalization and its
impact on Indian rural economy. It was found that digitalization has increased the employment
opportunities in rural areas, provide market information to reduce the risk and uncertainties, and
improve the living standards of the rural people. Further it stated that DTH service could have an
important role in Digitalization expansion as it is very popular in rural areas.

35
 CHAPTER 4
ANALYSIS AND INTERPRETATION

36
 DATA ANALYSIS AND INTERPRETATION
Q.1 Which DTH connections do have at your home?

Table 1: Airtel Digital TV 8 8%

Dish TV 14 14%
Reliance Digital TV 4 4%
Sun Direct 37 37%
Tata Sky 10 10%
Videocon D2H 20 20%
Zing 7 6%
Chart 1:

DTH Connections at Home

ZING, 7% AIRTEL DIGITAL

TV, 8%
AIRTEL DIGITAL TV DISH
VIDEOCON D2H,
TV
20% RELIANCE DIGITAL
DISH TV, TV,
14%4% RELIANCE DIGITAL TV SUN
DIRECT
TATA SKY, 10%
TATA SKY
SUN DIRECT,
37% VIDEOCON D2H
ZING

INTERPRETATIONS: Table 1 shows that Out of 100 respondents, 8% have Airtel Digital TV,
14% have Dish TV, 4% have Reliance Digital TV, 37% have Sun Direct, 10% have Tata Sky,
20% have Videocon D2H, and 7% have Zing.

37
Q.2 How many DTH connections are there at your home?

Table 2:

One 92%
Two 8%
Three 0%
More than three 0%

Chart 2:

No. of DTH at
92% Home

8%
0% 0%
One Two Tree Four

INTERPRETATION: Table 2 shows 92% of respondents replied that they have only one DTH
connections at home. 8% replied that they have two DTH connections at home. From sample
unit, no one has three or more than three DTH connections at home.

38
Q.3 How long you have been using DTH connection?

Table 3:

Factor No of respondents Percentage

Below 1 year 24 24%

1-2 years 26 26%

2-3 years 16 16%

Above 4 years 16 16%

Chart 3:

NO. OF RESPONDENTS

30

25

20 NO. OF RESPONDENTS

10

15
5

Below one 1-2 years 2-3 years 3-4 years Above 4

year years
0

INTERPRETATION: Table 3 shows that 26% of respondents have been using DTH for 1-2
years, 24% using below one year, 18% using 2-3, 16% using 3-4 years and 12% using above 4
years.

39
Q.4 Did the Delivery and installations done as per promised time?

Table 4:

Factor No of respondents Percentage

Yes 96 94%

No 4 4%

Chart 4:

NO 4%

YES 96%

INTERPRETATION: Table 4 shows that 94% of customers were got delivery and installation
of DTH at the right time by the company, and 4% customers says that they doesn‘t got delivery
and installation of DTH service at right time that is promised by the companies.

YES
NO

40
 Q.5 why do you prefer DTH connection over cable connection?

Table 5:

Economical 36 36%
High clarity 32 32%
Better services 58 58%
Interactive services 4 4%
Higher variety 10 10%
Availability of online services 4 4%
Easy to manage 8 8%
All of above 48 48%

High clarity
36 32
Better services
Interactive services
Higher variety
48 58
Availability of online services
8 4 10 4 Easy to manage

All of above

Economical

INTERPRETATION: Table shows; 36% respondents prefer DTH over cable because they think its
economical, 32% due to clarity, 58% due to better service, 4% due to interactive services, 10% due to
high variety, 4% due to online services, 8% thinks that it is easy to manage and 48% prefer DTH due
to all of the above.

41
 Q.6 How much do you pay for your DTH connection per month?

Table 6:

Up to Rs 200 40 40%

Rs200-300 48 48%

More than Rs 300 12 12%

Chart 6:

Monthly payment for DTH

12

40

Up to Rs 200
Rs200-300
48
More than Rs 300

INTERPRETATION: Table 6 shows out of 100 respondents, 40% of customers pay up to Rs 200
for their DTH connection per month, 48% of DTH customers are paying Rs. 200-300 per month and
rest 12% are paying more than 300..

42
Q.7 Do you easily get the recharge for your DTH?

Table 7:

Yes 98 98%

No 2 2%

Chart 7:

Availability of easy acces to reacharge

NO 2%

YES 98%

INTERPRETATION: Table 7 shows 98% of respondents replied that they easily get the
recharge and 2% replied that they don‘t easily
98%
get the recharge.

43
Q.8 How would you rate your satisfaction from your DTH service provider?

Table 8:

Extremely satisfied 14 14%

Satisfied 48 48%

Neutral 34 34%

Dissatisfied 2 2%

Extremely dissatisfied 2 2%

Chart 8:

60

50

40

30

20

10

0
Extremely satisfied Satisfied Neutral Dissatisfied Extremely
dissatisfied
INTERPRETATION: Table 8 shows; out of 100 respondents 14% are extremely satisfied
with their DTH service providers, 48% are satisfied, 34% respondents rate their satisfaction
as neutral, 2% are dissatisfied and 2% are extremely dissatisfied..

44
Q.9 In what ways your DTH connection is better than other DTH connection?

Table 9:

Factor Number of respondents Percentage

Much clarity 21 21%
Value for money 21 21%
Better features 12 12%
Better services 18 18%
Better signal 10 10%
All of the above 18 18%

Chart 9:

Percentage
25%
21% 21%
20% 18% 18%

15% 12%
10%
10% Percentage

5%

0%
Much clarity Value for Better Better Better signal All of the
money features services above

INTERPRETATION: Table 9 shows that 21% respondents preferring their

present DTH over other DTH because of much clarity, 21% because of value for money,
12% due to better features, 18% due to better service, 10% due to better signals and 18%
preferring their current DTH over other DTH because of all of the above reasons

45
Q.10 what things you really don’t like about your DTH provider?

FACTOR Number of respondents Percentage

Price 27 27%

Poor services 12 12%

Poor signals 51 51%

Others 10 10%

Chart 10:

Percentage

60%
51%
50%

40%
27% Percentage
30%

20%
12%
10%
10%

0%
Price Poor services Poor signals Others

INTERPRETATION: Table 10 explains out of 100 respondents, 27% don‘t like the price of
their DTH service, 12% complaint about poor services, 51% replied that the signal quality of
their DTH service is very poor and 10% replied other reasons.

46
Q10.1 If you replied others in question 10 then specify the other reason?

Table 10.1:

Reason/factor No. of respondents Percentage

Costly add-on packs 40 40%

Difficult to operate 20 20%

Poor picture quality 20 20%

Some channels missing 20 20%

Chart 10.1:

Percentage
40%
40%
35%
30%
25% 20% 20% 20%
20% Percentage
15%
10%
5%
0%
Costly add-on Difficult to Poor picture Some channels
packs operate quality missing

INTERPRETATION: 10% respondents replied others in previous question. Now out of 10%
respondents, 40% replied costly add-on packs, 20% replied difficult to operate, 20% replied poor
picture quality and 20% replied that some channels are missing from their DTH service.

47
Q.11 Do you have any plan to change your existing DTH provider?

Table 11:

Factor Percentage

Yes 34%

No 66%

Chart 11:

Plan to change current DTH service

34%

Yes
66% No

INTERPRETATION: Table 11 shows out of 100 respondents, 34% are planning to change
their existing DTH service provider and 66% respondents have no such plan.

48
Q.11.1 Which DTH provider would you like to switch to?

Table 11.1:

Factor No. of respondents Percentage

Dish TV 4 4%
Airtel Digital TV 2 2%
Tata Sly 20 20%
Reliance digital TV(BIG TV) 1 1%
Videocon D2H 25 25%
Sun Direct 35 35%
Zing 13 13%

Chart 11.1:

Percentage
35%
35%
30% 25%
25% 20%
20% 13%
15%
10% 4% 2% 1% Percentage
5%
0%

INTERPRETATION: Table 11.1 shows out of 34% respondents who want to switch to other
DTH service, 4% want to switch to Dish TV, 2% to Airtel digital TV, 20% Tata sky, 1% to Big
TV, 25% to Videocon D2H, 35% to Sun Direct and 13% want to switch to zing.

49
Q.12 what feature are you looking for your next DTH service provider?

Table 12:

Factor No. of respondents Percentage

Interactive service 6 6%
Quality 11 11%
Online services 44 44%
All of the above 39 39%

Chart 12:

44
45
39
40

35

30
11
10 6
25
5

20 Interactive service Quality Online services All of the above

0

15
INTERPRETATION: Table 12 shows that 6% of respondents want interactive service in their
next DTH service, 11% are looking for quality, 44% want online services and 39% respondents
want all of the above.

50
Q.13 what marketing strategy or scheme attracted you most to purchase DTH?

Table 13:

Factor No of respondents Percentage

Discount 36 36%
Promotional offers 16 16%
Service package 28 28%
Brand image 20 20%

Chart13:

Percentage

40% 36%
35%
28%
30%
25% 20%
20% 16% Percentage
15%
10%
5%
0%
Discount Promotional Service package Brand image
offers

INTERPRETATION: Out of 100 respondents, 36% respondents are more attracted towards
discounts, 16% towards promotional offers, 28% towards service package and 20% are attracted
towards brand image.

51
Q.14 Based on your experience with DTH provider would you recommend DTH to others?

Table 14:

Factor No. of respondents Percentage

Yes 70 70%
No 30 30%

Chart 14:

would you recommend DTH to others

30

Yes

70 No

INTERPRETATION: Table 14 shows based on respondents experience with DTH provider,

70% of respondents would recommend the provider to others and 30% didn‘t recommend the
customers to buy the DTH service provider that they are using.

52
 Q.15 Are you satisfied with the customer care service provided by your DTH service
provider?

Table 15:

Factor No. of respondents Percentage

Yes 55 55%
No 45 45%

Chart 15:

60
55

50
45

40

30

20

10

0
Yes No

INTERPRETATION: Table 15 shows out of 100 respondents, 55% of respondents are satisfied and
45% of respondents are not satisfied with the customer care service provide by DTH provider.

53
Q.16 what would you recommend the company to add?

Table 16:

Factor Percentage
They should improve their customer care 14%
service
They should introduce new schemes to 37%
attract customers
They should find new ways to advertise their 10%
products
They should introduce new services like 39%
internet which make them unique

Chart 16:

Percentage
45% 37% 39%
40%
35%
30%
25%
20% 14%
15% 10%
10%
5%
0% Percentage
They should They should They should find They should
improve their introduce new new ways to introduce new
customer care schemes to advertise their services like
service attract customers products internet which
make them
unique

INTERPRETATIONS: 14% of respondents recommend to the company that they should

improve their customer care service, 37% recommends company should introduce new schemes,
10% recommends to find new ways to advertise products and 39% recommends to introduce
services like internet.
54
 CHAPTER 5
FINDINGS, SUGGESTIONS,
CONCLUSION AND BIBLIOGRAPHY

55
 FINDINGS

 Most of the customers are satisfied with their DTH service provider.

 Most of the customers are using Sun Direct.

 Most of the customers, who are planning to change their current DTH service provider.
 Majority of the customers use monthly recharge of RS. 200-300.

 Tata Sky is very fast in adopting new technologies which adds to advantage for them.
 Tata sky also gives freedom to its customers to choose their favorite channels to form
their own pack.

 Reliance Digital TV is providing large no of cinema channels in comparison to any other

DTH service provider.

 Airtel Digital TV‘s antenna is comparatively bigger than any other DTH service provider.
 Videocon D2H is only DTH service provider which has its own service centers across the
country.

 There are some common features which are provided by all the DTH service providers.
These are parental control, EPCG etc.
All DTH companies provide customer care service. Most of them provide this service in more than
one language.

56
 SUGGESTIONS

For Dish TV

 Improve their customer care service.

 Improve audio and video quality.

 Minimize activation time for channel packs.

For Tata Sky

 Make some balance between add-on packs so that overall cost as well as confusion in
customers mind can be reduced.

 Improve signal quality of those channels which does not have good signal reception.

For Airtel Digital TV

 Airtel should try to reduce cost of channel packs. By doing so, they can attract more
customers.

 Improve customer care.

For Reliance Digital TV

 Improve their STB software that hangs up many times.

 Increase Indian film channels.

 They should make their logo invisible and of watermark type.

 Improve recharge facilities.

 Improve customer care.

57
For Sun Direct

 Introduce interactive channels.

 Improve customer care service

 Improve signal quality of channels.

For Videocon D2H

 Improve STB software quality that hangs up many types.

 Introduce some interesting interactive channels.

Common recommendations for all DTH service providers

During research, most of the customers recommend to their service providers.

 To add online services like internet.

 To introduce new schemes to attract more customers.

58
 CONCLUSION
We conclude that DTH industry is growing at rapid speed. In DTH in India Dish TV is the
biggest player holding large market share but because of this project is focused on 100 customers
of DTH from the Pilakkavu Village, we understood that the Sun Direct is the leading DTH operator
among this customers, but with the growth of DTH industry, many new companies enter into the
industry and give huge competition to existing DTH service providers. Today there are total of 6
major DTH service providers in the DTH industry, Sun Direct is the giant DTH service providers
in south India. All the service providers are providing unique services to its customers.

DTH has many features such as clear picture quality, better sound quality, uninterrupted
entertainment, Guide, interactive services, Radio channels etc. That is why people prefer it over
Cable TV.

Most of the customers are satisfied with their DTH provider. Most of the customers are
ready to spent Rs200-300 per month for their DTH service.

Looking at the present scenario, we can say that the future of DTH companies is very
bright.

59
 APPENDIX
QUESTIONNAIRE

1. Name of the respondent:

3. Gender:

MALE FEMALE

3. Age:

18-25 26-35

35&Above

4. Occupation:

STUDENT EMPLOYED

BUSINESS MAN OTHERS

5. Which DTH connection do you have at your home?

SUN DIRECT VIDEOCON D2H

DISH TV TATA SKY

BIG TV AIRTEL DIGITAL TV

6. How many DTH connections are there at your home?

One Two
Three More than three

60
7. How long have you been using DTH connection?

Below 1 year 1-2 years

2-3 years above 4 years

8. Did the Delivery and installations done as per promised time?

Yes No

9. Why do you prefer DTH connection over cable connection?

Economical High clarity

Better service Interactive services

Higher variety Availability of online services

Easy to manage all of the above

10. How much do you pay for your DTH connection per month?

Up to Rs 200 Rs 200-300
More than Rs 300

11. Do you easily get the recharge of your DTH?

Yes No

12. How would you rate your satisfaction from your DTH provider?

Extremely satisfied Satisfied

Neutral Dissatisfied

Extremely dissatisfied

61
13. In what ways your DTH connection is better than other DTH connection?

Clarity Value for money

Better features Better

services Better signal all of the above

14. What things you really don‘t like about your DTH provider?

Price Poor services

Poor signal others (specify)

15. Do you have any plan to change your existing DTH provider?

Yes No

15.1 Which DTH provider would you like to switch to?

Sun Direct Videocon D2H

Dish TV Tata Sky

Airtel Digital TV Big TV

16. What feature are you looking for in your next DTH provider?

Interactive services Quality

Online services all of the above

17. What marketing strategy or scheme attracted you most to purchase DTH?

Discount Promotional offers

Service packages Brand image

62
18. Based on your experience with DTH provider would you recommend
DTH to others?
Yes No

19. Are you satisfied with the customer care service provided by your DTH
service provider?
Yes No (specify)

20. What would you recommend the company to add?

They should improve their customer care service

They should introduce new schemes to attract customers
They should find new ways to advertise their products
They should introduce new services like internet which make them unique

63
 BIBLIOGRAPHY

Internet sites and links

www.dishtv.com

www.airtel.in/digitaltv

www.reliancedigitaltv.com

www.tatasky.com

www.sundirect.in

www.videocond2h.com

www.saveondish.com/comparison-of-dish-tv-tata-sky-digital-tv-big-tvand-d2h

http://en.wikipedia.org/wiki/Airtel_digital_TV

http://en.wikipedia.org/wiki/Dish_TV

http://en.wikipedia.org/Reliance_Digital_TV

http://en.wikipedia.org/wiki/Sun_Direct

http://en.wikipedia.org/wiki/Videocon_d2h

http://en.wikipedia.org/wiki/Tata_Sky

http://www.dth.co.in/videocon-d2h-dth-service.html

http://www.amitbhawani.com/blog/airtel-tv-features/

64