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Research Project On Tata Sky Comparing With Dish TV


Under The Guidance Of :

Prof. Dr Zoha Fatima

Submitted By :

MD. Dilshad Siddique

The Guidance Of : Prof. Dr Zoha Fatima Submitted By : MD. Dilshad Siddique School Of

School Of Business, Galgotias University


This is to certify that the project report(A research project on Tata Sky comparing with Dish Tv) has been prepared by


Dilshad Siddique under my supervision and guidance.


project report is submitted towards the partial fulfilment

of 3 years, full time Bachelor of Business Administration.

Name and Signature of Faculty Date:


I, MD Dilshad Siddiqque Roll No. 16GSOB101110, student of BBA of School Of Business, Galgotias University,

Greater Noida, hereby declare that the project report on “A research project on Tata Sky comparing with Dish Tv ”

at done by me.

I further declare that it has not been submitted elsewhere by any other person in any of the institutes for the award of any degree.

is an original and authenticated work

MD Dilshad Siddique

(Name of the student)


It gives immense Pleasure & Happiness to acknowledge my deepest sense

of gratitude towards all those who helped me in successful completion of this


I am grateful and also give special thanks to my project guide, My Family

& Friends specially, for their continuous guidance, support & motivation

without them my project report would not have been completed.

Executive Summary

The development of the Direct to home sector has experienced a major process

of transformation in terms of its growth, technological content and market

structure in the last decade. Any company which is successful is because of their

reach among customers which is possible through the effective tools through

which a company communicates and attract its customer. Dish TV & Tata Sky is

the most famous brand and has a sophisticated place and market leader position

in the mind of customer. This is due to its strong brand image.

The attempt behind this project was to find out the effectiveness of DISH

TV & Tata Sky as a brand over the retail outlets and its competitor position over

these outlets, so that company would be able to find out its lagging area and can

focus more effectively to target more and more customer and to communicate

them more easily.

In the year 2004 Tata Sky was incorporated but was launched only

in 2006. It is a joint venture between the Tata Group, that owns 80% and STAR

Group that owns a 20% stake

It currently offers close to 196 channels (as of

December 2010) and some interactive ones; this count includes some numbers.



Company Profile Dish TV

Tata Sky

Importance and Scope

Research Objectives


Research Methodology







vs. 7


DTH services were first proposed in India in 1996. But they did not pass

approval because there were concerns over national security and a cultural

invasion. In 1997, the government even imposed a ban when the Rupert

Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH

services in India. Finally in 2000, DTH was allowed. The new policy required

all operators to set up earth stations in India within 12 months of getting a

license. 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 per cent. 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 has dropped and customers are also reaping the benefits of more

attractive tariffs. The major thing that DTH operators are betting on is that the














(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.

Dish TV Profile

Dish TV is India’s first private Indian company to start Direct to Home

(DTH) satellite broadcast operations in the country. Dish TV’s DTH services











television service and interactive services. Its state of the art broadcasting

infrastructure is located at its facility in Noida, near Delhi, which is the nerve

centre of DTH operations. Dish TV has robust operating infrastructure, strong

content tie-up, established brand salience and backing of a strong group.

ASC Enterprises Limited, now renamed Dish TV India Limited (Dish)

acquired the first private sector license to operate DTH services in India. Dish

was a wholly owned company of Mr. Subhash Chandra and family, promoters of

Zee Entertainment Enterprises Limited (Zee), formerly known as Zee Telefilms

Limited. Under a scheme of restructuring approved by shareholders of Zee, all

DTH related assets in Zee have been transferred to Dish and in return, Zee

shareholders will get 57% ownership of Dish. Restructuring initiated to integrate

operations in Dish and to overcome regulatory restrictions, which prevents Zee

from owning the DTH license.

Shareholders can now participate in the growth of DTH business. Move

will unlock shareholder value. As part of this scheme of arrangement, Dish

would get listed in India. Demerger is completed and listing expected by end of



Base pack

All new and improved Dish TV packages are here to give you best

entertainment at unmatched prices! Keeping in mind the varied needs of our






wholesome viewing experience.







Packages in North and South of India have the right mix of Hindi,

English, International and Regional channels so that your entertainment gets

complete, in true sense.

 ! !

Interactive Services


Now you get to make your own movie show timings. Watch the latest

blockbusters anytime of the day that you choose. Go on, stars are now on

demand, bring them home when you want! Tune in now and change the way you

watch movies forever!


With dish TV’s 24x7 gaming portal, games active, don’t just watch tv. Start

playing on it.


Find your matrimonial match on TV!

Content partner – Shaadi.com, India’s largest matrimonial service

Search from thousands of profiles, updated every week

Profile search based on Age, Religion and Mother Tongue


Find the right job for you, on your TV!

Content partner – Monster.com, the world’s largest jobs portal

Search from thousands of jobs, updated every week

Profile search based on Functional Area, Experience and Location


Content partner – Yatra.com, India’s leading travel portal


Dish TV and content protection provider Conax further their long-term

partnership. Part of Essel Group Venture, Dish TV is India’s largest and fastest

growing DTH platform - experiencing exceptional growth since launch of its

DTH operations in 2004. Renowned for its unique security record, content

security provider Conax has provided the platform with smart cards for 7 years.

To date, Dish TV has demonstrated a significant impact on the Indian market

with 8.9 million Conax smart cards. Dish TV is market leader in the highly

competitive Indian pay-TV market, both in size and scale of growth.

“Together with our long-term content protection partner Conax, Dish TV

is setting DTH standard in Indian market, says Mr. Rajiv Khattar, President of












cooperation and the core business benefits necessary to even further develop and

manage the highly successful Dish TV platform; reliability, dependability and

the trustworthiness.”

In Delhi for the contract signing, Conax CEO, Berit Svendsen, said “Dish

TV is a market leader and highly innovative DTH operator. Conax is pleased to

continue our long-standing partnership providing Dish TV with world-class

content protection and the flexibility needed for bundling the best products and

services for sustaining and growing a successful operation.

Communication & Marketing strategy

Positioning: “Don’t be Santusht with cable tv; Thoda aur wish karo karo”



Use brand ambassador extensively to convey brand image

Advertising & Marketing Strategy Dish Tv

1 Segmentation: Launch as per area, region, geographical location etc.

2 Target: Both rural n Urban Consumers Sec B, B+ and above

3 Price Benefits and Advantage

4 Be attractive with new advertising and new promotional offers at festival seasons

5 Create Word of mouth publicity

6 360 degree approach

7 TVC, Print, Radio, outdoor, point of sale etc.

8 Reinforcing attributes of the brand and reiterate its positioning

9 Emotional Appeal

Media Planning

Broadcast Timing

As it is targeted to common people who existing users are of cable tv.

Mainly, these people are showing the entertainment channels such as Zee

TV, Sony TV, Zee Cinema, etc. channel. And for that the broadcast time

mostly prefer for in between the TV serial or Movie. There is no fix time.

Time duration of advertisement

The timing of the ad is 44 seconds. Due to constraints of budget and broad

casting frequency the company has to edit the time duration of ad.

Frequency of advertisement

There is no any particular frequency. It depends on the situation and

movie time.

TATA company Profile










headquartered in Mumbai, India. In terms of market capitalization and revenues,

Tata Group is the largest private corporate group in India. It has interest in steel,








hospitality. The Tata Group has operations in more than 80 countries across six

continents and its companies export products and services to 80 nations. The

Tata Group comprises 114 companies and subsidiaries in seven business sectors.

In the year 2004 Tata Sky was incorporated but was launched only

in 2006. It is a joint venture between the Tata Group, that owns 80% and STAR

Group that owns a 20% stake

It currently offers close to 196 channels (as of

December 2010) and some interactive ones; this count includes some numbers

off HD channels offered by Tata Sky (as Tata Sky - HD) and interactive services

also. The company uses the Sky brand owned by British Sky Broadcasting

In October 2008, Tata Sky announced launching of DVR service Tata

Sky+ ( Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or

even known as DVR Digital Video Recorder that allows recording up to 130

hours of live TV, recording one programme while watching another, pause, fast-

forward and rewind a live telecast and review a TV programme. Also Tata Sky+

provides service using MPEG-4 digital compression technology.) which allowed

90 hours of recording in a MPEG-4 compatible Set Top Box. The remote is

provided with playback control keys and is being sold with special offers for

existing subscribers.

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 75%.

STAR’s parent company, News Corporation, owns an International group of

DTH businesses that include Sky Italia in Italy and Foxtel in Australia.

Tata Sky's MD & CEO Vikram Kaushik. Vikram Kaushik has more than

30 years experience in consumer sales and marketing. He worked for some of

India’s largest international companies, and has participated in their operations

in Asia, Europe and the US.

Tata Sky HD

Tata Sky HD was launched on June 14, 2010, and has channels in their

native resolution of 1080i or 720p. The STB is compatible with 5.1 CH surround

sound as well. The service currently offers four HD channels - National

Geographic Channel HD, Discovery HD, Showcase HD (Pay Per View) , Star

Plus HD (upscaled SD channel) and Neo Cricket HD (Event Based). More

channels such as Star Movies HD and other popular sports channels in HD

format are expected to be added soon.





First DTH Company having ISO 27001:2005 accreditation

In March 2009, Tata Sky became the first Indian direct-to-home (DTH)











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). The

assessment for the certification was conducted by Intertek Systems Certification,

the management systems business unit of Intertek Group. This certification

confirms that every transaction carried out through Tata Sky’s IT systems is

highly secure.


Escalating competition in the direct-to-home (DTH) market has pushed up

the project cost of Tata Sky, the joint venture between the Tata group and global

media baron Rupert Murdoch's Star India, by a third. From the initially

envisaged Rs 3,000 crore, Tata Sky's project cost has moved up to Rs 4,000



3rd Floor, Bombay Dyeing AO building, P B Marg, Worli, Mumbai, India


Mr. Vikram Kaushik (Managing Director and CEO)

Vikram Kaushik is one of the most fashionable CEOs in the media business. The

cut of his suit and the colour coordination of his shirts and ties are always

perfect. A self-confessed





somewhat fastidious, gentleman about town





Harit Nagpal of Vodafone to take over as Tata Sky MD

Tata Sky on Monday said that Harit Nagpal of Vodafone would succeed

Vikram Kaushik as its Managing Director as the latter would retire on December

31. "Vikram Kaushik, Managing Director of Tata Sky Limited, will retire on

December 31, 2010. Kaushik will be succeeded by Harit Nagpal, who is

currently the Group Marketing Director, Vodafone, plc," a press release issued

here stated. Kaushik has led the company since its inception in 2004 and under

his leadership Tata Sky has emerged as the leading DTH brand in the country, it

said. Nagpal will join the company in August 2010 in order to facilitate a

smooth transition at Tata Sky, the release said. Nagpal comes with 25-years

experience of which nine-years have been with Vodafone. Tata Sky Ltd is a JV

between the Tata group and STAR and offers subscribers over 191 channels and

interactive services in DVD quality picture and CD quality sound.

Brand ambassador

Tata Sky Ltd., the JV between the TATA Group and STAR, has signed

Aamir Khan, one of India’s highly acclaimed actors, as a brand ambassador.

Aamir Khan is the highest-paid brand ambassador today.


Tata Sky presents you with 'TruChoice Packages' - a new set of channel

packages that lets you choose the channel package you like!

Subscribe to the Annual Mega Pack or decide on one of the Popular Packs

and then choose any or all the Optional & Regional packages you want to watch.

You can also watch blockbuster movies on Showcase that can be ordered with

any of the Packs. Get the best of entertainment right at your home in three

simple steps.

that can be ordered with any of the Packs. Get the best of entertainment right at

Tata sky in headlines

The company said that its “first-of-its-kind, no conditions apply” offer

will redefine the DTH landscape in the country. It surely would, as Tata Sky has

slashed the price of its set-top box by almost 40 per cent to Rs 999. Competitors

provide set-top boxes at Rs 1,400 to Rs 1,800.

Tata Sky is convinced it has taken the right path and its pricing strategy

isn’t something that it has adopted for the first time. “We were the first to break

the Rs 100 price barrier in packaging; first to introduce HD service at an

unimaginable price point and now, the first to provide a world-class quality

DTH service at an affordable price point. Our service will now be affordable for

consumers across all strata of the society,” says Vikram Mehra, chief marketing

officer, Tata Sky. The company claims a subscriber base of 5.5 million, making

it the third largest DTH player.

Mehra also says reducing the price of hardware does not mean the

company, a joint venture between Tata Sons and News Corporation, will reduce

the price of channel packs as well. The company has left the minimum

subscription charges unchanged at Rs 160 per month.

He is banking on a huge increase in subscription to the DTH provider’s

value-added services. Interactive services like ACTIVE English and ACTIVE

Cooking, for which the operator charges Rs 30 per application, have more

subscribers in Tier II and Tier III cities than in urban areas.

Tata Sky- an overview

Most Wanted Features

Reminder for favourite program

On demand Movies

Live Record / Pause / Rewind

People want to add internet services as add on service.

80% of the customers are satisfied by the DTH services (Tata Sky).

Problems faced by the Customers

Some channels do not have good reception

After sales service – customer care service

Remote is not of good quality

Hidden charges – free to air channels

Packages are not so good and attractive

Sometimes poor quality of signal

Reasons for its Failure

Bad Customer care

Bad Reception of Some Channels

Less advertisement in initial stage

Less variety of channel packages

Reasons for its Success

Introduction of new and unique features

Introduction of schemes

Improvement in picture and sound quality

Better customer care service than before

Appointed Amir Khan in his advertisement

Easy availability or Good distribution network.


They should improve their customer care.

They should use more advanced technology for the improvement of the



They should review their packages and launch some economical packages

for middle class people.

They should introduce new schemes to attract customers.

They should introduce new services like internet which will make them

unique in their category.

They should find new ways to advertise their product.


The project report has been prepared in order to do a comparative study

between two leading DTH service providers, that what all strategies they follow


Brand Promotion

Capturing market share

To face healthy competition

Te be best at customer care service

Status of the company

The scope of this report includes the information about DTH, company profile

of Dish TV & Tata Sky & also a brief knowledge about their competitors.

Market position of that company has also been included in the scope.


The objective of the research was to conduct a comparative study between

two leading DTH (Direct to home) service providers, in order to collect

information about DISH TV & TATA SKY being the leading DTH service

providers in the country, in order to compare them & know about the

! Status of the company in the market

! Competitive strategies

! Goodwill of the companies

! Marketing strategies of the companies

! Promotional schemes offered by the companies

! Customer feedback about the companies

! Tariffs offered by the companies

! Limitations of the companies

So that points of improvement can be suggested & information can be

gathered about the working of the companies.


A Hypothesis consists of either a suggested explanation for an observable

phenomenon or of a reasoned proposal predicting a possible casual correlation

among multiple phenomena.


There is a positive relationship between Dish TV & Tata Sky.


There is a negative relationship between Dish TV & Tata Sky.


The methodology adopted for eliciting the data required for the study was

survey method. It is the overall pattern or framework of the project that will

dictate as to what information is to be collected, from which sources and by

what procedures.


Research methodology must be classified on the basis of the major

purpose of the investigation. In this problem, description studies have been

undertaken, as the objective of the project is to conduct the market survey about

the comparative analysis of dealer satisfaction of other DTH player in India.


The information needed to further proceed in the project had been

collected through primary data and secondary data.


Primary data consists of information collected for the specific purpose at

hand for the purpose of collecting primary data, survey research was used and

all the retail outlets sellers using different brands and their competitors were

contacted. Survey research is the approach best suited gathering description.

Questionnaire has been used to collect the data. It contains the open ended

and scaling techniques.


The secondary data consists of information that already exists somewhere,

having been collected for another purpose. Any researcher begins the research

work by first going through the secondary data. Secondary data includes the

information available with the company. It may be the findings of research

previously done in the field. Secondary data can also be collected from

magazines, newspapers, other surveys conducted by known research agencies


Various internet sites & blogs have been used to collect information about

the company.

Research design

Descriptive method is used in the research. A sufficient thought has been

given in framing the questionnaire and deciding the types of data to be collected

and the procedure to be used.

Data collection method: Survey method has been used for collecting the data.

Method of communication:











Sample size: 100 consumers have been surveyed.

Sampling technique: Convenience area sampling has been used in the research.

Area of survey: Noida sector - 62



In statistics, the mean is the mathematical average of a set of numbers.

The average is calculated by adding up two or more scores and dividing the total

by the number of scores.


In probability theory and statistics, a median is described as the numeric

value separating the higher half of a sample, a population, or a probability

distribution, from the lower half. The median of a finite list of numbers can be

found by arranging all the observations from lowest value to highest value and

picking the middle one. If there is an even number of observations, then there is

no single middle value; the median is then usually defined to be the mean of the

two middle values.


Mode (statistics), the value that has the largest number of observations.


In mathematics, an average, or central tendency of a data set is a

measure of the "middle" value of the data set.



(1) The biggest advantage of Dish TV is its cost. (For old or existing customers

at this point). It offers most of the popular channels at low cost. The highest

pack costs Rs.325 per month, after which only 1 or 2 add-on packs are required

to all almost all channels, unlike other DTH where you need several Add-on

packs even after subscribing to the highest pack.

(2) Dish TV’s satellite being located very near to DD Direct Plus’s satellite, all

Dish TV users enjoy the complete channel offering of DD Direct Plus as well.

So any new channel added in DD Direct Plus automatically gets added to Dish

TV channel offering.

(3) The software of Dish TV STBs are stable at the moment. This makes the

switching speed between channels pretty fast. Also very less hang-ups of STBs

reported till now. Thanks to Dish TV STBs’ great software.

(4) Only Dish TV gives its users access to exclusive never-before seen

international channels which are not available even in cable till now. The platter

includes MGM, TCM and Boomerang. Airtel Digital TV provides MGM India

unlike Dish TV which still carries the direct international feed of MGM.

(5) Several new channels added recently are provided at no extra cost for the

highest pack users, except for a few channels. (Currently only for existing or old

customers). Whereas other DTH operators, have added the new launches in

separate Add-on Packs.

(6) Dish TV has a good no of Transponders to offer more channels to its users,

including the recently contracted Protostar which means more channels for its



(1) One of the biggest problems of Dish TV is its Customer Care and Customer

Service which is definately not upto the mark. The CC executives lack

professionalism in their attitude and after-sales support in certain areas are

allegedly poor.

(2) Another serious issue is its audio and video quality. Quality on several (but

not all) channels on Dish is not upto the mark. Too much of pixelation is seen on

some channels and the audio standard is of course not of true CD quality.

(3) Dish TV misses out on few important channel packages which includes the

Neo bouquet and the UTV group of channels. Due to this exclusive cricket

matches and world TV premier of latest movies on these channels are missed by

the Dish TV users.

(4) New channel addition process is extremely slow when it comes to Dish TV.

It takes a huge amount of time for Dish TV to enhance its bouquet offerings.


(1) India’s first and only DTH service to have made a joint venture with a

reputed international DTH brand, Sky, which is famous for its exquisite


(2) The audio and video quality of TataSky stands up to the expectations of its

users. Customers have reported about Tata Sky’s true DVD quality picture and

CD quality sound.


Only TataSky










international channels which includes BBC Entertainment and Celebes.

(4) TataSky offers uniform volume level across all channels, unlike other DTH

services where the volume level keep varying with each channel.

(5) The STB of TataSky is stable enough. There has been very less or no reports

of TataSky STB bugs or issues till date.

(6) TataSky users argue that its Customer Service is satisfactory. Issues are

addressed on time and the after-sales support is great.


(1) TataSky 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.



1) Maximum Dealers keep DTH kit and recharge facility.

2) Awareness of new connection and new recharge offers of Dish TV is similar

to Tata Sky and Airtel Digital.

3) There is a communication gap between the company and the dealers.

4) Availability of vouchers lie between price ranges from Rs 100 to 1000.

5) Availability of voucher is one of the major issues among DTH dealers.

6) EPRS system seems to be the most troublesome recharge option for DTH.

7) In case of Dish TV because of frequent trouble complains in EPRS recharge

option, vouchers are preferred over others that are not the case with other brands

who use all other options.

8) Customer care service is considered to be very poor as dealers often complain

of problems in recharge process.

9) Many dealers say they recommend Tata Sky and Airtel because they get the

installation done much faster in comparison to Dish TV. With Dish, it takes up to

3-4 days sometimes.

10) The company hasn‘t been able to keep up the promises made to the

customers, like installation and activation commitments are often not met.


1) Increase awareness: Since there is lack in communication channel, it should

be tackled with care and dealers should be constantly made aware about the

offers and new plans through meetings with company executives at regular


2) Improve processes and techniques: In order to make recharge or activation

process more transparent and user friendly, the EPRS technology needs to be

upgraded consistently.

3) Give more value added services: Since Tata sky and Airtel have clear edge

over value added services like free installation DTH needs to mend its strategy

to face these competition. One way of doing this would be to offer at least the

same service as these two competitors are trying to eat the market share.






Services: Arrange:




customer care executives as Dish TV lacks proper after sale service against the

service provided by Tata Sky & other brands.

5) Standardized the price plans and avoid frequency changing: Frequent

changes in price and offers is proving no good for Dish TV as it is in way

frustrates the customers with changes in offers without being informed about it.

6) Voucher Availability: Make proper channel of Distribution of voucher. As

sometimes it becomes hectic for any consumer to find a voucher recharge dealer.


Bad or poor Customer care.

Bad or unclear Reception of Some Channels.

Less advertisement in initial stage.

Less variety of channel packages.

Failure of Telecommunication Network.

Complexity of payment for tariff.

Requires a dish to be placed on the top of the roof which might not be

convenient for people living in flats.

People are not willing to invest for DTH against cable TV.










Data analysis

1. What type of connection do you have at your home?

50 38 25 13 0 ! Cable TV DTH DD National None
Cable TV
DD National
150 250 300 350 or more  
150 250 300 350 or more  
150 250 300 350 or more
150 250 300 350 or more
150 250 300 350 or more
150 250 300 350 or more
150 250 300 350 or more
150 250 300 350 or more




350 or more



Customer Feedback on Direct to home (DTH) Service



No. Of Family members:

I) What type of Connection do you have at your home?

1. Cable TV



2. Direct To Home(DTH)




3. DD National



4. None



II) How many DTH connections are there at your Home?


1. One



2. Two



3. Three



4. More than Four




III) How much would you like to pay for your DTH Connection per


1. 150











4. 350 or more




Which DTH network do you own?

1. Dish TV



2. Tata Sky




Big TV



4. Other



V) From where did you come to know about your DTH service provider?


1. Newspaper



2. Banners



3. Magazine



4. Referral




How many channels do you get in your package?


1. Around 50



2. Around 100



3. Around 150



4. More than 150 [


VII) Scale your satisfaction from your DTH service?


1. Bad



2. Average



3. Good



4. Excellent



VIII) What do you like most about your DTH service?


1. Clarity



2. Value for Money[


3. Features



4. All of the Above



IX) What things you really don’t like about your DTH service provider?

1. Price



2. Poor service



3. Unclear picture [


4. Other



X) Do you easily get the recharge for your DTH?


1. Yes



2. No



XI) Do you have any plan to change your existing DTH service provider?

1. Yes



2. No




What all features are you looking for in your next DTH service



1. Interactive



2. Quality



3. Service



4. All of the above




Which DTH service provider will you switch to?


1. Airtel

Digital TV



2. Dish TV



3. Tata Sky



4. Other




Which Marketing scheme attracts you most?


1. Discount



2. Promotional offers [


3. Service package [


4. Brand Image



XV) What would you recommend to company to add?

1. They should improve their customer care.



2. They should introduce new schemes to attract customers. [


3. They should find new ways to advertise their product.



4. They should introduce new services like internet which

will make them unique in their category.




you for your precious time