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DECLARATION
I, MR. ANKUR SRIVASTAVA hereby declare that this project report is the record of authentic work carried out by me during the period from 7 May 2012 to 14 July 2012 and has not been submitted earlier to institute for the award of any degree/diploma etc.
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CERTIFICATE
This is to certify that MR. ANKUR SRIVASTAVA from JAGANNATH INTERNATIONAL MANAGENENT SCHOOL has successfully completed the project work Comparative Study Of Dth Service And Cable Tv Network in partial fulfillment of requirement for the completion of P.G.D.M. This project report is the record of authentic work carried out by him during the period from 7thMay to 14thjuly.in which he has worked under my guidance.
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PREFACE
The PGDM programme is well structured and integrated course of business studies. The PGDM programme provides student with a fundamental knowledge of business and organizational functions and activities, as well as an exposure to strategic thinking of management. The dissertation report is an integral part of this PGDM course which gives us the knowledge of industry environment well and theoretical concept which applied by the industry players. The main objective of this dissertation report at PGDM level is to develop skill in student by supplement to the theoretical study of business management in general. Here we analyze the market situation of the industry on the basis of market situation, data collected by which we come to the strategic implementation of the organization in the industry. The dissertation we have to do on the topic to the field of our interest in the future where we have to prepare a project report. I have done my dissertation on the topic of COMPARATIVE STUDY OF DTH SERVICE AND CABLE TV NETWORK. During this project I have got a lot of knowledge of this industry & about this market also. In this project I have analyze why people switch over or want to switch over their TV network from Cable TV network to DTH satellite TV network. I have done the factor analysis to analyze the impact of various influencing factors to that switch over. And also find out various substitutes and their position in the market. In this project I have give so many recommendation on the basis of the analysis which is the implementation of the strategic thinking. This research work helps me to challenge the competition in this competitive market. Understand the consumer first is very important in present market scenario. So to do this research work is very important on the basis of the market situation, market environment, buying behavior & so on. This would help me immensely in my future learning of market.
ACKNOWLEDGMENT
I am overwhelmed with pleaser and my deep sense of gratitude to my college for assigning me such opportunity to do dissertation project which opened my vision towards research experience of the theory implications and practical applications studied in this PGDM course. I express my heartfelt thanks to my SUPERVISOR in college Mrs. Seema Aggarwal who has been help me to choose the topic & do this project and all faculties in my institute who has been provided us with guidance, inspiration, perspective and stimulating discussion throughout the writing of this project. I would like to thanks my external guide Mr. Rajesh yadav (Circle Head)and Anurag pahadia, who gave me a free hand as far as going about the project work concerned I have all my appreciation for my parents whose unfailing inspiration, love and arduous effort have enabled me to reach this level. And I would like to thanks to my friends and all the people who are involved in this project directly or indirectly.
TABLE OF CONTENTS:
CHAPTER 1- INTRODUCTION.....................................................8-18 INTRODUCTION 1.1 COMPANY PROFILE
1.2OBJECTIVE OF THE STUDY 1.3 METHODOLOGY 1.3.1 SAMPLING & POPULATION 1.3.2 DATA 1.3.3 AREA COVERED 1.3.4 QUESTINNAIRE 1.3.5 TOOLS & TECHNIQUES 1.3.6 SOFTWARE 1.4 SCOPE OF THE STUDY 1.5 LIMITATION
1987
1989-1990
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REFRIGERATOR, COOLER.
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2005
ELECTROLUX INDIA 3-PLANT TAKEOVER, THOMSON CPT ACQUISITION. 1998 BUSINESS PROFILE: PROJECT, DTH SERVISE, POWER GENERATION COMRESSER , COMPRESSER MOTERS. STATE SECTOR. HOSPITALITY, TELECOM, SEZ, REAL
2008-2009
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PRODUCT PORTFOLIO:
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DEPARTMENTAL HEIRARCHY:
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ABOUT BBC:
BBCL is a new and separate company that has been floated for this purpose by the Videocon promoters. D2H is the brand name under which the service will be offered. We have already budgeted an investment of Rs 10 billion in this venture over the next two years. DTH in India, with players like Dish TV, Tata Sky, Reliance ADAG and Bharti, will be a low ARPU (average revenue per user), high volume game It established for expand the DTH market and distribution network which will provide the pipeline for mop up to one million subscribers in the first year. It also launches Mobile Handsets in India under the banner of BBCL (Bharat Business Channel Limited) with brand name of Videocon with DTH service. DTH stands for Direct To Home which is a direct mode of transmission between Broadcaster and Subscriber through satellite.
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There is an immense opportunity for DTH in the Indian market. The opportunity in India almost 10 times that in developed countries like the US and Europe. For every channel there is a scope for broadcasting it in at least ten different languages. So every channel multiplied by ten that is the kind of scope for DTH in the country. The way DTH reaches a consumer's home is different from the way cable TV does. In DTH, TV channels would be transmitted from the satellite to a small dish antenna mounted on the window or rooftop of the subscriber's home. So the broadcaster directly connects to the user. The middlemen like local cable operators are not there in the picture. DTH can also reach the remotest of areas since it does away with the intermediate step of a cable operator and the wires (cables) that come from the cable operator to your house. As we explained above, in DTH signals directly come from the satellite to your DTH dish.
DTH offers better quality picture than cable TV. This is because cable TV in India is analog. Despite digital transmission and reception, the cable transmission is still analog. DTH offers stereophonic sound effects. It can also reach remote areas where terrestrial transmission and cable TV have failed to penetrate. Apart from enhanced picture quality, DTH has also allows for interactive TV services such as movie-on-demand, Internet access, video conferencing and e-mail. But the thing that DTH has going for it is that the powerful broadcasting companies like Star, Zee, etc are pushing for it.
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In DTH, the payments will be made directly by the subscriber to the satellite company offering the service. A big problem that broadcasters face in India is the issue of underreporting of subscribers by cable operators.
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1.3.2 DATA:
Here mainly primary data collected from the TV households in Delhi and NCR region by filled up the questionnaire.
1.3.4 QUESTINNAIRE:
The questionnaire is well designed and close ended type, so that people easily filled the questionnaire according to their perception. People always flexible to give their answer objectively. So here open ended question is more effective as the target population is households.
1.3.6 SOFTWARE:
SPSS & EXCEL used here to analyze the primary data. SPSS is very useful here to effectively analyze the data and get effective result which is reliable enough as sample size is sufficient to analyze.
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2.1.2. SHIVASUNDARAM UPADHAY, INDUSTRY ANALYSIS- DTH INDUSTRY IN INDIA PULISHED 2007
Industry analyst Sivasundaram Umapathy published his literature industry analysis- DTH industry in India in 2008. In this paper he analyzed the challenges and opportunities present for the DTH industry within the Indian contest. We would look at the history of Indian broadcasting followed by looking at the current DTH market. An environment analysis done using the Potters five forces model and the various challenges faced by the industry identified. Finally we look at the possible suggestions taking a long term view. With the existing regulatory restrictions, Increasing content cost and lack of transponders, DTH terrain too steps to climb. With content differentiation not happening in the near future, companies have to differentiate only the service and cost levels. The increasing consumer awareness and expectations also make it difficult to satisfy the consumer. Todays consumer is sensitive to price as well as the quality. Apart from the volumes business, a prudent DTH operator should also take a serious look at the substitutes and complements. He should diversify and create his presence in the entire spectrum of broadcasting and telecommunication services. The final winner cannot be a pure DTH player but a convergent player who offers all in one to the value-conscious, price sensitive Indian consumer.
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2.1.6. RNCOS INDUSTRY RESEARCH SOLUTION, INDIAN DTH MARKET FORECAST TO 2015 IN 2011
RNCOS industry Research Solutions published new report as Indian DTH Market Forecast to 2015 in 2011. In their report they said that the DTH service market in India has emerged as one of the most lucrative markets which have successfully resisted the impacts of the current economic slowdown. The slowdown has certainly proved a boon for the Indian DTH industry as people have now started to cut on their entertainment expenditure and instead of viewing movies at theatres, they are preferring to stay at home with their television sets. The industry is anticipated to add nearly 5 Lakh subscribers per month during 2011 and the numbers are forecasted to surge further at a CAGR of around 30% through 2015. "With over 130 Million TV homes, India offers large room for growth in DTH services as the technology can be used to offer DTH services in remote location, where setting up of cable networks seems impossible, or is highly expensive", says a Sr. analyst at RNCOS. It is forecasted that DTH will capture over 21% of TV homes in India by 2015, up from around 10% now. Their reports, Indian DTH market forecast to 2015, provides thorough analysis of the current market performance and the future outlook of DTH services market in India. It gives detailed analysis of the success factors and also helps in determining what all are the issues or the hurdles in front of the burgeoning DTH services market in the country. The study also explains the reason for why all the incumbent players have been investing huge amounts into the promotion and marketing of DTH services in the country, despite the current economic slowdown. This research provides extensive research and rational analysis of the DTH market in India. It will help clients to understand the underlying potential of DTH services in the Indian television industry. Various factors which will drive the future growth of the DTH market in India have been thoroughly analyzed in the report. The report will also help in gaining insight into the prevailing key trends and developments that are contributing positively towards the growth of the market.
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2. The satellite receives the signals at Ku Band. 3. The Dish Antenna at subscribers home receives the signals.
4. The set top box decodes the signal and sends it to TV set.
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According to Harsh Bijoor, a brand consultant, Since Dish TV, the biggest market player on the Indian soil, has not scraped even five per cent of the pie, there is plenty left for other players to eat. In the early 2008, five major players, Zees Dish TV, Tata Sky, Reliance ADAG, Sun Direct and Bharti Telemedia formed an umbrella body DTH Operators Association of India (DOAI). Dish TV is the largest DTH provider with a subscriber base of around 5 million, Tata Sky, a DTH joint-venture Company between Star (owned by Rupert Murdoch) and the Tata Group (20:80), now has around 3.4 million connections and the forecast for 2012 is that it will further increase to eight million, Sun Direct, the 80:20 JV between the Maran family and the Astro Group of Malaysia, over 2.3 million, Big TV about 1.2 million and Airtel Digital TV about 0.3 million subscribers (Source: Business Standard, May 1, 2009). According to sources, DD Direct Plus has a subscriber base of about 3-4 million subscribers, mostly in the remote corners of the country not connected by terrestrial or cable television. DTH operations in India could be enhanced if the dearth of satellite capacity is removed by increasing the number of available Ku-band transponders that at present is 12 on Insat 4A, which in turn would mean more channels for viewing. Tax burdens on DTH are another area of complaint for operators. Around 40 per cent of revenues are siphoned off to pay taxes and license fee and another 12 per cent for services imposed by the Central government. Apart from this, there are entertainment taxes that differ from state to state.
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Brand
Promoter
Market Share
Dish TV
Zee Group
31.25%
Tata Sky
20.6%
BIG TV
16.25%
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No.
7 10 12
6 13 6 15 3 20 16 15 9 25 10
Not interested in DTH Satisfy with cable Using cable from before Response from TATA SKY No more use Cable vender is relative No use More channel Not interested due children Easily availability Uncertain problem in DTH Less rate of cable High rate of cable Signal problem in DTH
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INTERPRETATION;- From the above table it is that share of reasons for opting cable
services in NCR market .share of not interested in dth is 5%,and satisfied by cable 7%,from starting cable is 8%,tata sky has not satisfied is 4%, no more use is 8%,cable vendor is relative is 4%,no use is 10%,more challenge more demand is problem is2%,not opting due to children is 7%,easily availability of cable is 11%,hang problem in dth is 9%,less rate of dth is 6%, high rate of dth is 14%
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No.
10 8 17 20 5 30 12 10 25
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INTERPRETATION; - From the above table it is that share of reasons for opting dth
services in NCR. Share of clarity is 10%,and digital signal 7%,from personnel connection 12%,more facilities 14%, digital sound 4%, program on demand 21%, student perspective 8%, more facilities 7% ,no light problem from center is 18%.
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1. Threat of substitutes:
DTH faces stiff competition from the terrestrial, cable and IPTV. As per the industry estimates, there are 130 million TV homes of which 85 million are served by cable and around 16 million by DTH with the remaining taken by terrestrial transmission.
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India Broadcasting
DTH Cable Terrestrial
8%
23%
69%
Terrestrial Television:
Doordarshan is the worlds largest terrestrial broadcaster with over 1400 terrestrial TV transmitters. The reach provided by this route is phenomenal with Doordarshan covering 88% of Indias geographical area. Covering the remaining 12% area required substantial capital investments which does not outweigh the benefits. The transmission was done originally in Analog mode but beginning from 2002, Doordarshan has partnered with BBC resources the consulting wing of BBC, in offering digital terrestrial TV. The transmission could be received using a low cost Yagi antenna. However, due to lack of attractive content it does not seem to be a formidable threat for DTH.
Cable TV:
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Cable TV currently operates in 2 modes viz. through CAS covering cities like Chennai, Delhi, Mumbai and Kolkatta, and through non-addressable system in the rest of the country. As seen from the above diagram Cable TV enjoys the maximum share as compared to other medium. In case of CAS controlled areas, the subscriber has to buy Set Top Box (STB) to see the pay channels. On the other hand, in areas where nonaddressable system is used, nearly all the channels are available without the need of any separate receiver by paying anywhere between Rs 100 to Rs 350 per month depending on the place. Due to phenomenal reach of Cable TV, it poses a serious threat to the growth of DTH industry.
Online TV:
The World Wide Web is changing lot of things, the way data & information are stored, and shared has changed dramatically. Web 2.0 offers users to watch TV programs online. There are already websites like:
www.indiatvonline.com www.tvdekho.com
Apart from this website TV channels are also streaming live videos of their programs. Online TV though is a niche industry as of now but with increased penetration of broadband connection, it can pose significant challenge to DTH industry.
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Chart Title
DTH Cable Terrestrial
8% 23%
69%
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Since value p value is less than alpha i.e. .05 (95%confidence value) or calculated Chi-Square statistics had a value of 26.143 which is higher than the critical value of 3.841, therefore h0 is rejected. This shows that there is high association between network connection & satisfaction with this network. This is an indication of the fact that people more satisfied with DTH connection rather that cable connection.
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It is clear from table that the mean of the most of the variables is more or less over 3, i.e. consumers are agreeing with most of the related variables being present in a positive manner among the service provider. Maximum customers agree to accept that these variables are the most influencing factors to switch over from cable TV to DTH TV. Higher means of variable picture quality indicates that according to the users picture quality is the main influencing attribute towards consumer buying behavior. No disturbance & no both ways electricity disturbance has also high mean variable these also a good influencer. Whereas extra service, online payment & celebrity endorsement has no such type affect on buying behavior of customers.
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The result of KMO (0.634) and Bartletts Test of Sphericity (Chi-Square- 379.369 & significance- 0) indicates that Factor analysis done with the 10 service related variables are effective. There were four factors extracted using the method of Principle Component Analysis and Rotation Method of Varimax with Kaiser Normalization, with criteria of eigen values greater than 1. Following table show the value of eigenvalues of various variables.
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Component Matrix(a)
According to the loading of variables on the four factors they can be labeled as: FACTOR 1: Competitiveness 1. Extra Service 2. Online Payment 3. Facility (record, pause, load) 4. Quick Service of Instrument Supply
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FACTOR 2: Service Quality 1. One Way Electricity Supply 2. No Disturbance of Service 3. Picture quality FACTOR 3: Media Influence 1. Celebrity Endorsement FACTOR 4: Personal Interest 1. Channel Packages Attribute those were not important: 1. Direct Connection To Service Provider of DTH The perceptual maps show the mapping of different factors in the mind of customers and the association between them. The data reduced from many attributes to 4 factors that have similar attributes. The various factors mapped according to the rotated results of factor analysis. The factors were given names based on the attributes in them. These factors were used to form the factor analysis where two factors were mapped on X and Y axis to know the relation between them. The factors help the company to know how the product is currently mapped in the customers mind. If a target consumer is focused upon then the factors can be changed and a different map can be formed. The attribute Direct Connection To Service Provider is not a major attribute in any of the factors. This means that the Direct Connection to service provider is not motivating or influencing people enough to buy a new a connection of DTH.
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In this study I found that out of 329 respondent 23% are cable TV network user and 69% DTH satellite TV network user and only 8% terrestrial customer which indicate that if we compare it with all over Indian market then there are only 50% DTH customer. So here we say that in Delhi and NCR region the DTH satellite TV market is rapidly growing, we can say not only in Delhi and NCR it arises in full NCR region. Here the new players in this market like Videocon d2h, Airtel digital TV also rapidly increases their market share day by day as we see from the analysis Videocon has 5.9% market which came in the market few months ago where as Airtel has 15% which also show rapid growing market share. Which is totally different result from the market analysis of RNCOS Industry Research Solution survey where they showed different market analysis. Maximum DTH customers are switched over customer from cable TV network. Those cable TV customers who still not change their network they said about the high price of combo pack of DTH services as a reason for not switch over. That means maximum people want to consume all type of entertainment from all channels. Out of 329 respondent only 19 are using alternatives out of which 68.4% iptv & 31.6% cell phone TV. This shows that in future this kind of alternative will create a big challenge. Now a days people are crazier about internet & cell phone so they always take advantage of that kind of TV. So DTH players should make a good strategy in future for that challenge. In this study we find that 23% cable TV customers were not satisfied with their services where as 53% DTH customers also not satisfied with their DTH services. So there is a big market for DTH players to capture the dissatisfied cable TV customers & terrestrial customers also. In we analyze the current DTH players service satisfaction level among consumers then we find that Reliance Big TV & Videocon d2h consumers were more dissatisfied (31.6% & 33.3% respectively) where as Tata Sky, Airtel Digital TV, Dish TV & Sun Direct has 11.9%, 13%, 6.3% and 0% dissatisfied customers respectively in Delhi and NCR region. We find that cable TV network users were moderately satisfied where as DTH customers were highly with picture quality services. Cable TV users were moderate or less satisfied where as DTH TV users were highly satisfied with their continuous network services. Maximum cable TV users not satisfied with extra services like repair of wire, after sales services of network providers. Here we find that DTH customers were not a very interested with online payment services they use it rarely. In the analysis we found that maximum customers of DTH were strongly influenced by picture quality (58.8% strongly influenced) for the switch over from cable TV to DTH TV network. Channel Packaging attributes influenced consumers highly (45.8% highly influenced) where as no disturbance of service of DTH influenced strongly (58.2% strongly influenced), facility (record, pause, load) attribute (40.5% highly influenced), direct connection to service
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provider (45.8% highly influenced), one way electricity connection (43.8% strongly influenced) influenced highly for that switch over. But extra service like after sales service (36% less influenced), online payment (29.4% not influenced & 28.8% less influenced) attributes did not influenced sufficiently. Quick Instrument supply (29.4% moderately influenced) & celebrity endorsement (30.7% moderately influenced) influenced moderately to consumer buying behavior towards DTH TV network.
6.2 SUGGESTION
There are lots of customers who dissatisfied with DTH satellite TV services. The maim sufferer is Reliance Big TV & Videocon d2h the percentage is 31.6% and 33.3% respectively. They should satisfy the customer first which is very common in the current business scenario. DTH satellite players should focus on cable TV customer to increase their market share as there are lots of cable TV market share which is not satisfied with their network services. This market is larger in urban & semi urban area than Delhi and NCR region. So there are lots of opportunities of DTH players in future. The main reason behind not switching over is the high price of combo pack that means people always want to entertain by seeing all channels not limited channels. So DTH players make the pricing strategy in such a manner so that all the monthly charge of combo pack reduced. Now a days people are crazier about the internet & Cell phone, so IPTV & Cell Phone TV will play an important role in future. Now 6.1% customer using this type of alternatives along with original one. But in future it will be a big threat to DTH services. So DTH players should take advanced technology to provide services.
6.4 CONCLUSION
On the basis of the data collected and the tests conducted I have arrived at the following conclusions: With the help of frequency table I was able to find the market share cable TV, DTH satellite TV, terrestrial TV networks and also market share of various DTH players in DTH market. Such as 23% market share cable TV, 69% of DTH TV and 8% of terrestrial TV. Cross tabulation between network connection and overall satisfaction showed that there were lots of dissatisfied customers of cable TV rather than DTH services. Also cross tabulation between DTH players and overall satisfaction showed that Reliance & Videocon suffers from customer dissatisfaction factor most than other players. There is high association between network provider and satisfaction of the services they get from network provider. The most important factor came out is to be picture quality and no disturbance of services. There is also high association between switch over and various influencing factors. Picture quality, no disturbance of services, channel packaging are more affective here. In factor analysis I found out 4 factors which mainly have an impact on consumer buying behavior or influence customer to switch over from cable TV to DTH TV or buy first TV network service. I also found out the market position of various alternatives of DTH TV players. They are growing now.
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BIBLIOGRAPHY
KOTLER, P. & KELLER L. K. MARKETING MANAGEMENT, PEARSON PRENTICE HALL, DELHI LOVELOCK, C., WIRTZ, J. & CHATTERJEE, J. SERVICE MARKETING, DELHI MALHOTRA, K. NARESH MARKETING RESEARCH, PEARSON PRENTICE HALL, NEW DALHI 4 PS BUSINESS WORLD BUSUINESS NEWS INDIA TODAY, BUYERS GUIDE- ELECTRONICS FOR YOU- FEB 2009 GARTNER (2009) RESEARCHER INDIAN READERSHIP SURVEY 2008 R2 (2010) KOTHARI, KUMAR, G. (2008) COMPETITIVE STRATEGY: INDIAN DTH MARKET, RELIANCE BIG TV RAJPUT, S. S. (2010) MAKRET STRUCTURE: INDIAN DTH INDUSTRY RNCOS INDUSTRY RESEARCH SOLUTION (2011) INDIAN DTH MARKET FORECAST TO 201 VARMA S. & HOHN D. (2009) DTH VS CABLE TV: SKY WARS IN INDIA HTTP://EN.WIKIPEDIA.ORG/WIKI/COMPLEMENTARY_GOOD HTTP://EN.WIKIPEDIA.ORG/WIKI/OLIGOPOLY WWW.AIRTEL.IN/WPS/WCM/CONNECT/DTH/BHARTI+DTH/HOME.DTH-PGHOMEPAGE WWW.APNADTH.COM/TECH_OVER.HTM WWW.BIGTV.CO.IN.ABOUT-BIGTV.HTML
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REFERENCES
KOTLER, P. & KELLER L. K. MARKETING MANAGEMENT, PEARSON PRENTICE HALL, DELHI MALHOTRA, K. NARESH MARKETING RESEARCH, PEARSON PRENTICE HALL, NEW DALHI GANGULI, S. DRIVERS OF CUSTOMER SATISFACTION IN THE INDIAN CELLULAR SERVICES MARKET, THE ICFAI UNIVERSITY PRESS, NEW DELHI PRICEWATERHOUSECOOPERS PVT. LTD, (2009) INDIAN ENTERTAINMENT AND MEDIA OUTLOOK 2009 RNCOS INDUSTRY RESEARCH SOLUTION (2011) INDIAN DTH MARKET FORECAST TO 2015 KUMAR, G. (2008) COMPETITIVE STRATEGY: INDIAN DTH MARKET, RELIANCE BIG TV KOTHARI, AMI & VELISETTY SWATHI SOOD PALAK (2010) COMSTAT 2010TATA SKY VARMA S. & HOHN D. (2007) DTH VS CABLE TV: SKY WARS IN INDIA RAJPUT, S. S. (2009) MAKRET STRUCTURE: INDIAN DTH INDUSTRY BUYERS GUIDE- ELECTRONICS FOR YOU- FEB 2009 INDIAN READERSHIP SURVEY 2010 R2 (2010) GARTNER (2009) RESEARCHER WWW.INDIASTUDYCHANNEL.COM/RESOURCES/CATEGORY3.ASPX/COMPA RISON_CABLETV _DTHTV WWW.IBSCDC.ORG/COMPETITIVE_STRATEGIES_CASE_STUDIES.ASP_DTH_ VS_CABLETV WWW.AIRTEL.IN/WPS/WCM/CONNECT/DTH/BHARTI+DTH/HOME.DTH-PGHOMEPAGE WWW.TATASKY.COM/WHY-TATA-SKY.HTML WWW.BIGTV.CO.IN.ABOUT-BIGTV.HTML WWW.SCRIBD.COM/WHAT-IS-DTH
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