HISTORY OF DTH IN INDIA

DTH services were first proposed in India in 1996

But they did not pass approval because there were concerns over national security
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 DTH licenses in India costs $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. There is no limit on the number of companies that can apply for the DTH license.

WHAT IS 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. DTH takes away with the need for the local cable operator and puts the broadcaster directly in touch with the consumer . Only cable operators can receive satellite programmes and they then distribute them to individual homes.

HOW DOES DTH REALLY DIFFER FROM CABLE TV?

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
with DTH, a user can scan nearly 700 channels!

IS DTH SUPERIOR TO CABLE TV?

Yes. 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. 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.

KEY PLAYERS IN DTH INDUSTRY

DD Direct+ of Prasar Bharati, comprising of 33 FTA channels and 12 All India Radio Channels.
Dish TV of Zee Group

Tata Sky-the joint venture between Tata and Rupert Murdochs Sky TV
Reliance Big TV

OPERATORS OF DTH SERVICES:

Sun Direct of Sun Network Reliance Blue Magic from Reliance ADAG (Reliance launched

its DTH service in the month of August and is targeting 40% of the market in the next 12 months.) Bharti Telemedia Videocon Industries Airtel has launched its DTH service (branded Airtel digital TV, will go live by October 9th) across 62 cities and the same will be available via 21,000 retail points

HISTORY OF ESSEL GROUP

Subhash Chandra is the founder Chairman and the chief

architect of the Essel Group of companies

The core businesses of the Group are media, packaging,

entertainment, technology-enabled services, infrastructure development and education.

Essel was started in 1976 with the commodity trading and

export firm, Rama Associates Limited.

Over the years, the Group has metamorphosed into a

conglomerate with a turnover of US $ 1.7 billion With worldwide operations, the Group employs nearly 8,000 people across various locations
In 1981, he foryed into the packaging busines, another first.

Today, Essel Proback is the largest specialty into packaging company in the world.

Contd..
In India, Zee TV is the first satellite channel, Siticable is the first

multi-system operator, Esselworld is the first amusement park, Water Kingdom is the first theme park and Playwin is the first online gaming company. Essel Propack, which is the worlds No. 1 in packaging, was also a revolutionary concept in India. In 1991, when viewers had a restricted menu from the Statecontrolled terrestrial network, Doordarshan, he launched the first Hindi satellite channel Zee Television. He nurtured Zee tv Indias most popular television network
Chandra etched his name in Indian history once again by bringing

home the concept of online lottery, which contributed millions towards social causes.
Chandra finds himself in the Forbes list of Indias Richest, at the

29th position, with a net worth of $900 million. He was honoured by Ernst & Young with the Entrepreneur of the Year Award (1999

PRODUCT PORTFOLIO

Asian Sky Shop Cyquator (ISP) Essel Group of Companies Essel Packaging Essel World (Fun Park) Intrex India ITZ Cash Playwin Wire and Wireless India Limited (WWIL) Zee Television Zee News Zee Learning Zee Kids Zed Career Academy

DISH TV
Indias first Direct-to-Home Entertainment service. Dish tv on Wheels Broadcast straight from satellite Market Share 53%

4 Ps OF DISH TV

Product
Digital Technology

Capacity upto 400 channels

Electronic programme guide

Place
There are 6500 dealers Ratio says that every 50th Indian have Dish tv

Promotions
Sharukh Khan is Brand Embassador Television advertisements accounts upto 23% of the sales Teasers, radio and internet advertising

Price
Pricing differs from package to package. Most successful package is of Rs. 4290 (12 month subscription + 72 movies worth Rs. 4290 free

4 Ps OF TATA SKY

Product
Service with set top box Antenna Different monthly packages as per customer

Place
Distribution all over India

Promotions
Tv Ads, brand ambassador- Amir Khan Earlier used Hrithik Roshan in the Tv Ads Hoardings Promotional offers like 6 months promotion offer of 3999.

Price

Equipment costs 1499 Additional cost of Rs 1000 for installation and subscription Prices of packages vary starting from Rs 200 per month

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