SUMMER INTERNSHIP

2011-2012

KEY PERFORMANCE INDICATORS OF DTH (DIRECT TO HOME) INDUSTRY IN INDIA

Project guides:

Industry: Mr. Nitish Garg Manager, Bharti Airtel, Lucknow

Academic: Mr. Samarth Pande Lecturer ABS, Lucknow

By: Rini Prabhakar MBA(G)-Sec B Batch 2011-13

DTH (DIRECT TO HOME )

DTH: DTH stands for Direct-To-Home television. DTH is defined as the reception of satellite programmes with a personal dish in an individual home. In general, DTH service is one in which a large number of channels are digitally compressed, encrypted and beamed from very high power satellites. The programmes can be directly received at homes. It is a system of T.V. broadcasting services where T.V. signals are transmitted directly to the viewers.

OBJECTIVES
The objective of the report is to do a comparative study on the various DTH players in order to:

To know about the preferences of DTH customer about what facilities and services they prefer. To analyze the market conditions of the DTH industry in order to obtain information about the customer holding of every DTH company in the area and the customer needs. To compare the different DTH players with parameters like strengths and weaknesses of every DTH player, market share, packages being offered by every DTH player. To know about the scope of DTH services in terms of expansion and growth.

RESEARCH METHODOLOGY

The methodology used in my research is exploratory, i.e. getting the opinion of people about the preferences of users of DTH and the extent to which they are used. In order to take a reasonable sample size, a sample size of 50 customers has been taken and feedback forms have been obtained. This data has been analyzed in order to ascertain the choices and preferences of DTH customers. The technique of Random Sampling has been used in the analysis of the data of DTH users . Methods of collecting data: Questionnaire Observation Statistical tools used : Pie Charts Bar graphs

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FINDINGS:

The usage of DTH has increased over the years. Tata sky has more customers than other operators: Airtel Digital TV, Videocon TV, Sun TV, Dish TV and Big TV. Poor picture quality and non-flexible payment systems were the common problems faced by the customers. Tata sky uses better promotional strategies and has best picture quality according to the respondents.

Airtel TV has the best sound quality.

Tata sky is also the best in terms of warranty according to the customers.

LIMITATIONS
Since surveys are done at a single point of time or over a short period, it is difficult to measure changes unless two or more surveys are done at different points of time. Lack of funding necessary to carry out a survey. Individual surveys are not good at following trends over a short period of time. There is less awareness among customers about the DTH services.

CONCLUSIONS
According to the survey done on 50 respondents, most of the users of DTH prefer Tata sky because of:

Good promotional strategies Better Picture and Sound quality Higher rate of awareness among the customers Better channel packages Interactive services Simple payment systems

RECOMMENDATIONS
To capture larger market share, Airtel Digital TV can:

Can offer different packages with some with cheap packages in order to reach mass market. Simplifying the usage method can make it easier for the aged consumers to use it efficiently. In order to make them understand the usage manner, they can limit the use to one remote instead of two.

Better promotional strategies can also help the company to reach wider market.
Conducting demo before the use of the actual services would enable the customers to further use it. Providing after sales services to the customers would help the company to know the changing requirements of the customers. Reducing tariff prices would help the customers economically.