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Dish TV
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CERTIFICATE FROM FACULTY GUIDE
This is to certify that the project report(A research project
on Tata Sky comparing with Dish Tv) has been prepared by
MD Dilshad Siddique under my supervision and guidance.
The project report is submitted towards the partial fulfilment
of 3 years, full time Bachelor of Business Administration.
Name and Signature of Faculty Date:
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DECLARATION
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............................. is an original and authenticated work
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.
MD Dilshad Siddique
(Name of the student)
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ACKNOWLEDGEMENT
project.
& Friends specially, for their continuous guidance, support & motivation
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Executive Summary
The development of the Direct to home sector has experienced a major process
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
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
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.
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INDEX
• Introduction
• Company Profile
➢Dish TV
➢Tata Sky
• Importance and Scope
• Research Objectives
• Hypothesis
• Research Methodology
• Findings
• Suggestions
• Limitations
• Webliography
• Annexure
Questionnaire
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vs.
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INTRODUCTION
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
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
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
• DTH can reach remote areas where terrestrial transmission and cable TV have
failed to penetrate.
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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
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
DTH related assets in Zee have been transferred to Dish and in return, Zee
would get listed in India. Demerger is completed and listing expected by end of
Mar-2007.
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TARIFF DISH TV
Base pack
All new and improved Dish TV packages are here to give you best
Packages in North and South of India have the right mix of Hindi,
! !
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Interactive Services
MOVIE ON DEMAND
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
GAMING
With dish TV’s 24x7 gaming portal, games active, don’t just watch tv. Start
playing on it.
SHAADI ACTIVE
JOB ACTIVE
TRAVEL ACTIVE
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Reliability
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
DTH operations in 2004. Renowned for its unique security record, content
security provider Conax has provided the platform with smart cards for 7 years.
with 8.9 million Conax smart cards. Dish TV is market leader in the highly
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
the trustworthiness.”
In Delhi for the contract signing, Conax CEO, Berit Svendsen, said “Dish
content protection and the flexibility needed for bundling the best products and
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Communication & Marketing
strategy
• Positioning: “Don’t be Santusht with cable tv; Thoda aur wish karo.. DISH
karo”
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Media Planning
Broadcast Timing
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.
casting frequency the company has to edit the time duration of ad.
Frequency of advertisement
movie time.
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TATA company Profile
The Tata Group is an Indian multinational conglomerate company
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
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+
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provided with playback control keys and is being sold with special offers for
existing subscribers.
Sky from the Tata Group. This has diluted Tata's stake in the venture to 75%.
DTH businesses that include Sky Italia in Italy and Foxtel in Australia.
Tata Sky's MD & CEO Vikram Kaushik. Vikram Kaushik has more than
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
Geographic Channel HD, Discovery HD, Showcase HD (Pay Per View) , Star
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TATA SKY’S MARKET SHARE
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DISTRIBUTION CHANNEL BY TATA SKY
In March 2009, Tata Sky became the first Indian direct-to-home (DTH)
that provides specifications and guidance for the establishment and proper
confirms that every transaction carried out through Tata Sky’s IT systems is
highly secure.
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INVESTMENT BY TATA
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
crore.
KEY PEOPLE
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
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
currently the Group Marketing Director, Vodafone, plc," a press release issued
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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
Brand ambassador
Tata Sky Ltd., the JV between the TATA Group and STAR, has signed
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TARIFF - TATA SKY
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.
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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
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
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
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
Cooking, for which the operator charges Rs 30 per application, have more
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Tata Sky- an overview
Most Wanted Features
• On demand Movies
• 80% of the customers are satisfied by the DTH services (Tata Sky).
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• Reasons for its Success
• Introduction of schemes
Recommendation
• They should use more advanced technology for the improvement of the
picture quality.
• They should review their packages and launch some economical packages
• They should introduce new services like internet which will make them
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IMPORTANCE & SCOPE OF THE
PROJECT REPORT
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
for:
• Brand Promotion
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.
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RESEARCH OBJECTIVES
The objective of the research was to conduct a comparative study between
information about DISH TV & TATA SKY being the leading DTH service
providers in the country, in order to compare them & know about the
! Competitive strategies
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HYPOTHESIS
A Hypothesis consists of either a suggested explanation for an observable
NULL HYPOTHESIS
ALTERNATE HYPOTHESIS
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RESEARCH METHODOLOGY
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
what procedures.
RESEARCH METHOD
undertaken, as the objective of the project is to conduct the market survey about
DATA COLLECTION
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PRIMARY DATA
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
Questionnaire has been used to collect the data. It contains the open ended
SECONDARY DATA
having been collected for another purpose. Any researcher begins the research
work by first going through the secondary data. Secondary data includes the
previously done in the field. Secondary data can also be collected from
etc.
Various internet sites & blogs have been used to collect information about
the company.
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Research design
given in framing the questionnaire and deciding the types of data to be collected
Data collection method: Survey method has been used for collecting the data.
Method of communication:
information.
Sampling technique: Convenience area sampling has been used in the research.
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STATISTICAL TOOLS USED
MEAN
The average is calculated by adding up two or more scores and dividing the total
MEDIAN
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
MODE
Mode (statistics), the value that has the largest number of observations.
AVERAGE
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Comparison
Dish TV :-
Advantages
(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
(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
(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.
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(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
(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
customers.
Disadvantages
(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
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
(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.
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TataSky :-
Advantages
(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
technology.
(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.
(3) Only TataSky gives its users an exclusive access to some authentic
(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
(6) TataSky users argue that its Customer Service is satisfactory. Issues are
Disadvantages
(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
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(2) FINDINGS
6) EPRS system seems to be the most troublesome recharge option for DTH.
option, vouchers are preferred over others that are not the case with other brands
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
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.
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SUGGESTIONS
be tackled with care and dealers should be constantly made aware about the
offers and new plans through meetings with company executives at regular
intervals.
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.
customer care executives as Dish TV lacks proper after sale service against the
frustrates the customers with changes in offers without being informed about it.
sometimes it becomes hectic for any consumer to find a voucher recharge dealer.
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LIMITATIONS
• Requires a dish to be placed on the top of the roof which might not be
• People are not willing to invest for DTH against cable TV.
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WEBLIOGRAPHY
www.google.co.in
www.scribd.com
www.tatasky.com
www.dishtv.in
www.go4dishnetwork.com
www.indiabroadband.net
www.dthindia.com
www.wikipedia.com
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Data analysis
50
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13
0
! Cable TV DTH DD National None
150
250
300
350 or more
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ANNEXURE
Age:_______________
3. DD National [ ] 4. None [ ]
1. One [ ] 2. Two [ ]
III) How much would you like to pay for your DTH Connection per
month?
1. 150 [ ] 2. 250 [ ]
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IV) Which DTH network do you own?
3. 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 [ ]
1. Bad [ ] 2. Average [ ]
3. Good [ ] 4. Excellent [ ]
IX) What things you really don’t like about your DTH service provider?
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1. Price [ ] 2. Poor service [ ]
1. Yes [ ] 2. No [ ]
XI) Do you have any plan to change your existing DTH service provider?
1. Yes [ ] 2. No [ ]
XII) What all features are you looking for in your next DTH service
provider?
1. Interactive [ ] 2. Quality [ ]
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1. They should improve their customer care. [ ]
_______________________________________________________
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