DTH in India Submitted by: Alsaba Rahman (128) Harsha Mahadule (136) Shazia Jamal (123) Swati Khanduri (130) Yash Bhawsar (133)

DTH in IndiaDTH in India

Submitted by:

Alsaba Rahman (128)Harsha Mahadule (136)

Shazia Jamal (123)Swati Khanduri (130)

Yash Bhawsar (133)

What is DTH?

• DTH stands for Direct-To-Home television. • Reception of satellite programmes with a

personal dish in an individual home.• Does away with the need for the local cable

operator• Broadcaster directly in touch with the

consumer• Payments made directly by the subscriber to

the satellite company offering the service

Share of the Broadcast Pie

• India has about 133 million TV homes

• DTH penetration is only 10.5% of the total TV population in the country

• DTH homes are estimated to increase to 30 million by 2012, from 14 million in 2008– Price Waterhouse

Cooper. Source Comstrat 2008, DraftFCB Ulka

Problems of C&S

• Residents of Small towns and cities were clearly unhappy

• Poor transmission• Lack of service of the local cable operators• C&S penetration in remote and hilly areas is a

problem

DTH BOOM!

• Overall investments required in putting up a DTH infrastructure has dropped

• Need Gap: India’s varied geography and population distribution, could be easily tapped by DTH operators

• Better experience : Digital clarity of sound and picture• No hassles related to cable operators• Availability of Value Added Services (VAS)

– like Movies On Demand, quizzes for kids, games, live telecast of rituals in famous temples etc.

• Of 12-14 mil. Color TV sold per yr in India,, 4-5 million lie in 29 inch-plus category- a clear target for DTH services

The Top Players

• DD DTH - Free service and acquired a subscriber base of 7 million connections (Jan2008)

• The largest private player is Dish TV with a market share = 24%

• Tata Sky with a market share of 18%Source Comstrat 2008, DraftFCB Ulka

Private DTH players-Source Economic Times, October

1. Dish TV: 4.4 million subscribers. Company acquired highest number of subscribers in October (53% market Share)

2. Tata Sky: 2.7 million subscribers3. Sun Direct: 1.7 million in South India4. Big TV: 0.5 million subscribers, 1 mil in Nov

(15 % )5. Airtel Digital TV: Still not revealed6. Videocon: D2H service will be launched

soon.

DD Direct Plus

• Launched in December 2004 by Doordarshan

• India’s first DTH service offering about 50 TV channels and 12 radio stations

Objectives

• Doordarshan, the national broadcaster in India- Network of more than 1400 transmitters and Signals available to about 90% (DD1) population of India

• Coverage of remaining 10 % population with terrestrial (single channel) broadcast would cost enormously

• Obj: To Make the programmes of national importance available to all its people and nationals

• DTH with “Ku-band transmission” to provide coverage in all uncovered areas (including remote, border, tribal, hilly and inaccessible areas in one go within a short time)

Communication Strategy

• Advertised on DD channels extensively

• Focus on the current users and delight them by offering more channels at better quality

• Price of a receive system is less than Rs 3000- a one time investment

• No payment for activation

Result

• 70 million satisfied subscribers across the country

dish tv

dish tv

• Venture by the Essel Group and was launched in March 2005

• India’s first private player in DTH industry with a presence in 19 states

• Gross subscriber base of 4.4 million (Oct 2008)• Over 185 channels to choose from• Recently launched an entry-level subscription at

Rs. 100 per month with the largest offering of 125 channels

Marketing objectives

• To sustain the leadership in the DTH sector

• Create new customers: Elevate people to DTH from cable TV or DD

• Focus on Rural and Regional Markets

Marketing Strategy

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

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

• Price Benefits and Advantage• Be attractive with new advertising and new

promotional offers at festival seasons• Create Word of mouth publicity

Communication objectives

• Communication is directed towards creating dissonance about the cable operators

• “Don’t be santusht” campaign

• Brand ambassador Shah Rukh Khan.

The Campaign

• Campaign is a satire on the 'complacent with sub-optimal' attitude of people

• Attempts to shake people’s “chalta hai attitude” • Question people why are they santusht with so many

issues, why do they settle for less, why don't they ask for the best - in all spheres of life

• Aims to urge them to give up sub-optimal quality of cable viewing and move to the best in quality of entertainment through dishtv.

Communication strategy• Positioning: “Don’t be

Santusht with cable tv; Thoda aur wish karo.. DISH karo”

• Use brand ambassador extensively to convey brand image

Advertisement

• 360 degree approach• TVC, Print, Radio,

outdoor, point of sale etc.

• Reinforcing attributes of the brand and reiterate its positioning

• Emotional Appeal

Dish TVAgency: Lowe

The film opens with Shahrukh Khan saying, “Pehli baar, aasmaan mein Live Dish TV,...

...car mein Live Dish TV,...

...computer mein bhi Live Dish TV.”

He criticizes those who are still content with their “old dead cable TV”.

Asking everyone not to be satisfied, he advises, “Thoda aurwish karo, Dish karo.”

The ad ends with the Super: Dish TV. Direct to your home. SMS DISHTV to 57575.

Dish TV Ad- 2008

TVC 2• The film opens with Shahrukh khan

saying…“ Shantusht….Satisfaction……The main problem of this country is the word only Shantusht.”

• Bad Road and Bad Traffic; Due to airports, plane noises; the river water; no play grounds and finally Bad transmission problem of CABLE TV.

• After explanation of these all problems, he tells audience about facilities and services like DVD quality video, Games, Multi angle viewing, Movie-on-demand etc. in DISH TV.

• After given all these facilities, people are still satisfied with the CABLE TV and then he intimates his wish to kill the word “Shantusht” And at last saying the Tagline: “Don’t be Shantusht…thoda aur Wish Karo….Dish Karo”

Sales Promotion- 2008

• The latest (2008) sales promotion scheme of the Dish TV which is related to “Dish TV Set up Box Free” with push the print ad “Aaj ki Taja Khabar” advertisement campaign in the print and electronic media

Benefit of choice!

Media plan• 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.

Brand Image

• Image of first DTH Service provider, Inexpensive, Value for money, Superior quality

• But poor quality

Result

• Top player in private DTH category with 53% market share and more than 4.4 million subscribers across India

Tata Sky

Tata Sky• JV between the Tata Group and STAR. The SKY

brand, owned by the UK-based British Sky Broadcasting Group has over 20 years of experience in satellite broadcasting.

• Launched its services pan-India in August 2006• Subscriber base of nearly 2.5 million (Aug 2008).• Over 147 channels to choose from• Launched an entry-level subscription plan called

‘Super Hit Pack’ at Rs. 99 per month with a bouquet of 53 channels.

The differentiators

• Strongly innovative product offerings – Tata Sky has taken the onus on itself to invest in more interactive services to differentiate itself from others. It was the first DTH company in the world to offer its subscribers interactive VAS under the umbrella – Actve.

• Kick started the category advertising - Although it was the 3rd player to enter the market it sought to create consumer education about the category

• Tata Sky though a late entrant created an aura of first mover in the minds of the customers, as it was the first DTH service to be advertised in India.

Earlier Advertising• In the year 2007, Hrithik Roshan promoted Tata Sky

with the tag line “Isko laga dala toh life jinga la la” • Extremely catchy line..got very popular!

The film opens on a man walkingon the road with grass all over hisbody.

People around him look with astonishment as they see his unusual covering.

He reaches a cricket stadium and lies down behind the wickets to see the match from...

...a close angle. As he sees the match from different angles, the VO plays, “match...

...apni pasand ke angle se dekhna ho toh itni taklif kyon? Ab Tata Sky satellite TV ke active spots pe ghar...

...baithe aap angle badal badal kar match dekh sakte hain. Tata Sky. Isko laga daala toh life jhingalala.”

Advertising Advertising Message 2006Message 2006

The film opens with the VO asking “Pehelwan ki mooch na ho toh kaisa lagega?”

The next situation is of a monkey without tail. The VO asks how would Sholay

look without Gabbar, the notorious villain.

VO: “Sher agar babbar na ho toh kaisa lagega?” Following that is a situation in which a fish that is

not fried is served on the table. The ultimate question: “TV pe Tata Sky na ho toh kaisa lagega?”

VO: “Kuch cheezein ek saath hi better lagti hain, jaise ki TV aur Tata Sky... ...Jisse mile DVD quality picture aur

sound. Aur is Diwali jitna bada

kharidoge TV...

...Utna bada milega Tata Sky pe discount. Tata

Sky. Isko laga dala, toh life jhingalala.”

20072007

Marketing Objective

‘To have about eight million connections by 2012.’

Tata Sky

Monetising volumes. Improving ARPU.

Reach1

Brand Building

VAS2 Customer Service3

• National coverage (Urban & Rural)

• Subscriber Mgmt

Payment, Renewals, Recoveries

• Focus on Interactive Services

• PPV• Alerts • Red Button

promos• New

Innovations

• Outstanding Customer Service at all Touch Points

24/7 Call CenterLanguage

supportEngineering

support

Value4

• ‘Value’ for money brand

• Quality content• Relevant

packaging• Exclusive / Niche

content

Market Objective

Innovation

Tata Sky’s Approach

Execution

Setting new standards

Market Strategy

Marketing strategy

Three distinct phases — Phase 1 : To educate consumers about satellite

television and its attributes; Phase 2: To educate consumers about the

interactive featuresPhase 3 : To educate consumers about the

benefits of satellite television versus digital cable in CAS markets.

Market Strategy (PRICE)

1. Free Set Top: Following the line of Dish TV, Set top Boxes can be given free while ensuring lock inby providing base pack free for limited time duration, thus inducing update to next level.

2. Lock in of 1 year: Ensure long term lock ins by providing incentives for pre payment of long termcharges. Continue with current strategy of providing 2 months free on payment of 10 monthsservices.

3. Multiple Connections: Provide discounts for consumers buying second Tata Sky Connection (up to50% off)

4. Encourage References: Provide discounts on Monthly charges if reference from existing consumerbecomes a new customer.

5. Regional Disparity: Provide free regional packs in local areas to ensure switch from Cable TV toDTH service, i.e. provide free south Jumbo pack for customers in all Southern States.

6. Payment Options: Allow multiple points of payment, ensuring timely payment and convenience tothe customer – Credit Card through Website (implemented), Pre Paid cards from Retail shops to beactivated using Telephone (Implemeneted) and Drop Boxes at Societies.

7. Postpaid: Some clients depending upon few background check criteria can be given Billing servicei.e. Payment at end of Month

1. Packages for Special Events like the cricket World Cup

2. Targeting Tata employees could be a useful way pr promoting the product

3. Give the option of instalments and other promotional schemes to the new users

4. Tie up with real estate developers to target the new constructions

5. Door to door marketing should be used to heighten the awareness levels as well

6. Local Games Sponsorships can also be used to increase the awareness levels

7. Another way could be using the prominent part of the Building for placing Hoardings of Tata Sky

Ads

8. Another new avenue that can be explored is the railway stations:

9. Use of Internet- Applications which involve sharing of videos on how one consumes TV, benefits of

DTH over cable TV, etc. across social networking sites like Orkut, ibibo, etc.

10. 'Ek-pe-Teen and Do-pe-Paanch' the offer entails three months of free subscription on the purchase

of one connection, and five months of free subscription on purchase of two or more connections.

11. Tata Sky launched an interactive game quiz featured around MS Dhoni to coincide with the

Twenty20 World Cup. In the past, the DTH operator has been test-piloting feature by running

several contests around programmes and the interactive features were made available to its

customers.

Market Strategies (Promotion)

More Marketing Strategies• The marketing budget that TATA Sky begun with was 15% of

sales. This included around 5% for advertisements, 7% discounts and promotions and 1% sponsorships.

• Further, tie ups with ITC E-Choupal and Godrej Aadhar give it wider rural reach. Also for its distribution, TATA Sky has a tie up with ITC International Business Division.

• The 24X7 guru.com has joined hands with TATA Sky to provide content for Active Learning.

• Plans tie-ups with Sony Pictures, Fox for content- Pay per View service for exclusive events

Partnership with Global Partnership with Global Leaders…Leaders…

DOING IT DIFFERENTLY

• “To get to the bottom of the pyramid, start at the top”

• Make technology aspirational to early adopters

• 1 Mn subscribers in 1 year… fastest ever in the world

Upper

Middle

Low

To delight customers

• Low cost packages to increase penetration - Tata Sky has recently introduced a Rs 99-a-month low-value pack for 53 channels to increase penetration of Tata Sky in smaller towns of the country.

• Tata Sky has also gone a step further and introduced an electronic programme guide (EPG) in Hindi especially for people in small towns who are more comfortable with Hindi.

Advertising Strategy

• Tata Sky has adopted a 360 degree marketing campaign approach that encapsulates television,print, outdoor and radio along with on-ground activities and marketing on the digital platform.

Advertising Strategy contd.

• Latest brand ambassador: Aamir Khan who stands for exclusivity and perfection.

• The campaign was created to establish the pedigree of Tata Sky

• Would feature in all TATA Sky brand and product communication, including advertisements in TV, print and radio

Place State Share (%)• Maharashtra 12.1• Gujrat 10.5• Karnataka 7.2• Uttar Pradesh 6.9• Tamil Nadu 6.6• Punjab 6.4• Orissa 5.3• West Bengal 4.7• Kerala 4.6• Andhra Pradesh 4.6• Rajasthan 4.5• Assam 4.0• Madhya Pradesh 3.8• Others 18.8• Total 100Clearly, there is a lot of scope of increase in the number of

customers across all the states. Looking at the current distribution system that Tata Sky has adopted:

Market Strategy (Place)

• To tell subscribers what benefits they get from the product rather than talk about the features

• To communicate the message of Tata Sky being a one-stop shop for complete home entertainment making other mediums redundant

• To reinforce greater customer care initiatives, and retain market lead

• Provide delighting VAS

Advertising Strategy

Ad objective

• To attract more customers

• And remind of superior quality and promise of Tata Sky

24x7 Call Centres, Over 800 associates, supporting 11 languages

Subsidizing set up boxes heavily

3000 engineers across India

Professional installations across the country

EXECUTION

the dish will also have a different look

Tata Sky+Tata Sky+……taking digital TV taking digital TV to the next levelto the next level

• Reinforce the brand image

• Reminder ads of popularity

VAS as USP

Focus on heritage

• A campaign features superstar Aamir Khan.• The focus of the campaign was to establish

the pedigree of Tata Sky• Inform potential customers about Sky-the

leading British Broadcasting

We see Aamir Khan dressed as a bride threatening her husband to go back to her parent's place

She wants only Sky as the satellite connection for her home.

Aamir turns around dressed as a groom and says it's India and the connection will be only Tata's.

He turns again as the bride and says its Sky's technology that matters more to her.

They have an argument over Tata and Sky, where the bride favours Sky and the groom Tata.

The groom tells her he's only joking as Tata and Sky ventured together in India as Tata Sky.

He continues to tell her about its

various world-class features.

She gets happy and they cuddle together.

The ad ends with the Super: Isko laga dala to life jhinga la la.

20082008

Tata Sky Plus

• Recently launched Tata Sky Plus which uses the personal video recording (PVR) technology that allow consumers to record live. It is available at a price of Rs. 8999/-

His friend is surprised at his reaction, while Aamir tells him that he can sacrifice a whole tournament for such a wife.

The ad starts as Aamir Khan's friend tells him he wants to watch the Ladies Single's tennis match on TV.

He asks Aamir to tell his wife to let them watch the match instead of the soaps.

Aamir tells him how men are so selfish that as their wives fast for them they can't even sacrifice a match for them.

Next shot, the wife explains the act that

Aamir is putting up, is just because the new

Tata Sky + has a record feature.

The feature lets them record the match while she watches the soap, so he can watch the match later.

The ad ends with the VO: Tata Sky +, issko laga daala to life aur bhi jhinga la la. 20092009

• Play the volume gameAddress the mass market with a volume-led strategyValue based pricing will be the key to success

• Innovate to differentiateAdoption of global success…Red button applicationsPayment modesInteractive programmingNew VAS & Products ( PVR)

• Execute Effectively Address market complexity Rapid scale up

Future Plan of Action

• Engage and advise the government / Regulator Develop a pragmatic regulatory frameworkCorrect current policy anomalies

Result

Today, enjoy a total brand awareness scores of over 85 per cent in its target group

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Tata Sky crossed 2 Million subscribers in 20 months… the fastest subscriber ramp-up Tata Sky crossed 2 Million subscribers in 20 months… the fastest subscriber ramp-up ever by a DTH platform ever by a DTH platform

Sun Direct Dth

About Sun Direct• DTH service from the South Indian Media Giant, SUN Network• started on 7th December 2007

• Have more 2 million subscribers in south India making it the largest and most popular DTH service provider in south India.

• Kicking off its drive to achieve a pan-India presence, Sun Direct TV Pvt Ltd launched its services in Gujarat, Jammu & Kashmir, Haryana, Punjab, and Himachal Pradesh. Uttar Pradesh, Madhya Pradesh, Bihar and other states of Hindi speaking belt would be targeted in the other phases of expansion.

• Sun Direct is a 80:20 joint venture between Sun TV’s core promoters Kalanidhi Maran, his wife Kaveri Maran and Malaysia-based Astro Group.

Marketing Objectives• Its pan India rollout has begun and the company hopes to increase

its subscriber base to three million by the end of the financial year, from the current two million.

• In another three months, the brand was launched in other three south Indian states. The market has witnessed the entry of two DTH players- Airtel and Big-in the last six months.

• Aims to grab 30-40% of the Mumbai market within a year. It will promote its offering through a television commercial and print ads in all the leading dailies along with merchandising.

• The core benefit of the product is you only pay for what you watch. The premise is that the DTH is not rich man’s product, it is for everybody.

Sales Objective

• According to Sun Direct estimates, 70 per cent of the viewers watch 10-15 main channels, and then view the regional channels. They expect the sale of 'My Pack' and add-on packages to boost our ARPU significantly.

• Sun Direct today expects its average revenue per user (ARPU) to rise to Rs 125-130 in six months as customers buy more add-on packages. Currently, the ARPU is Rs 90.

Segmentation• DEMOGRAPHICS:

• Age: 22 onwards• Gender: M & F• Socio Economic Class (SEC): middle class onwards.• Occupation : working class• Education : no bar

• PSYCHOGRAHICS: “VALUE FOR MONEY “- the target market wants total satisfaction for the investment and the add on benefits are like icing on the cake……

• Geographic: SUN DIRECT DTH initially launched in Tamil Nadu –southern part of India. They slowly moved ahead in the various southern states and now are trying to capture the whole India state by state.

• Positioning:- The positioning statement of sun direct DTH service is as follows:“You only pay for what you watch.”

Communication Objective

• Communication based on Price advantage• No celebrity endorsement objective: To make Sun Direct gain a higher

Top of mind recall• Sun network vision is to make DTH truly a

common mans product, services and bouquet of packages are value for money

We see a man standing on his roof installing a Dish antennae while his neighbour starts a conversation with him.

The neighbour asks the man about the new Dish and says he also got a new one which shows 65 channels.

The man replies, "Arre ye to mera zyada hai, 130".

The neighbour is a little taken aback and asks if he receives Zee, Star Plus & Colors and the man says he gets more channels than that.

The man asks how much he bought it for and the neighbour says he took it for Rs. 2490.

The man says he bought it for Rs. 499 only, while his neighbour has a shocked expression.

VO: "Sun Direct DTH....sirf 499 mein 5 mahine ka subscription...set top box aur dish bhi free.."

The ad ends with the Super: Ghar ghar mein sun, tan tana tan.

SUN Direct Ad-2008

Thank you!