Compiled By
Radhika Vaze Roll No
B. Chaitanya Kumar Roll No
Kavita Baeet Roll No - 10
History of Indian Broadcasting
Direct To Home
Emergence Of DTH
DTH Evolution
DTH Edge Over cable
DTH : A Flourishing Industry in India
War In the Sky
Bollywood war on DTH turf
Strengths for future
Conclusion
1959 - Launch of Doordarshan (country’s national television network – Black & White Transmission)
1982 - 9th Asian games held in New Delhi heralded the mark of colour television broadcast in India.
1991 - Indian economy liberalized leading to influx of foreign channels like Star TV and creation of
domestic channels like Sun TV and Zee TV.
1992 - Emergence of Cable TV industry but sudden onset of growth made it as a disorganized sector.
1995 – Government passed Cable TV Networks Regulation Act.
2002 –Cable TV Networks Act was amended and Government decided provision of CAS.
2003 – CAS rolled out in market starting from Chennai & later to parts of Delhi, Mumbai and Kolkata.
DTH stands for Direct – to – Home television.
Defined as “The reception of satellite programmers with a personal dish in an individual
home”
DTH puts the broadcaster directly in touch with the local customer.
DTH consists of :
1. Broadcasting centre
2. Satellites
3. Multiplexers
4. Modulators
5. DTH receivers
DTH services were first proposed in India in 1996 but was not approved due to concerns over
national security.
Also, United front government has banned usage of Ku transmission band.
In 2001,after the formation of the new government ban was lifted and TRAI issued guidelines for
operating DTH.
The operators were required to setup earth stations in India within 12 months for getting the
license of broadcasting whose cost was 2.14 $ million and will be valid for next 10 years.
1st private DTH license was given to Dish TV in 2003.
Digital quality picture.
Value added services.
Better coverage.
N no. of channels.
Radio facility.
Movable.
Channel lock facility.
Less wiring.
No dependency on cable operator.
Proper payment.
91% market untapped.
Growth opportunities 10 times greater than US & Europe
Growing Economy
Government Influence ( CAS mandatory)
Rising Awareness & Ease of installation
Poor quality services by cable operators
Market Share 30% 25% 22% 13%
Technology MPEG-2 MPEG -4 MPEG-2 MPEG-4
Channels 180 200+ 205 250
Subscribers 3.0mn 5.4 mn 1.5mn 50000
Offers Free Set Top Box. Basic package of over Cheapest package
130 + channels for a starts at Rs 100. Rs
introductory offer of 1,000 installation
Silver plan offers 135 Rs.999(10 months
charges including STB
channels at Rs113 excl subscription) along with
taxes free Dish & Set top box (Set Top Box).
and Rs 1000 towards
installation charges
Edges India’s economical First one to offer HD TV 1st to provide DVR in Lowest tariff offers.
service provider in DTH ( High definition ) the Indian Market.
segment. Niche foreign channels
content for high end customers .
Value Added Services
like Movie On Demand, 1st to offer interactive 200 TV channels in the
DVD quality
Pay per view (PPV). services related to initial stage.
entertainment at an
Education, Cooking,
Gaming affordable price Quizzing, and Sport to 12 satellite
Supported by Irdeto's transponders.
Astro Active 24x7 darshan of leading
conditional access
temples of the country. Set top boxes has
Sports Active solution Digital Video Recording
facility.
News Active Easy Top-Up through 3 high-end 24x7 call
IVRS, SMS, Credit / centres in Hyderabad, Easy programming
Easy Programming Debit card/ Online Mohali and Pune guide & 24x7 Customer
Guide Service.
Banking. supporting 11
Multilingual Services languages. Interactive services &
Parental control.
Other Active Services -
Shaadi Active, ICICI Exclusive access to
Active Facility to watch 12
some authentic
channels at a time on
international channels
Launched 'DISHTV on single screen
like BBC entertainment,
Dish TV is promoted by Sharukh Khan who appeals to the universal
audience.
Tata Sky has roped in Aamir Khan who guarantees entertainment
Big TV hijacked the Airtel Digital teaser campaign by floating its own
campaign on similar lines with several Bollywood stars
Innovative Techniques
Competition.
Tax issues
DTH service market in India has emerged as one of the most lucrative markets which have
successfully resisted the impacts of the current economic slowdown.
Any new industry will have to go through its learning curve and must achieve its critical
mass to break even. The DTH industry is at a nascent stage and the onus is on the industry
players to give it shape and direction and create a viable environment for business growth.
The future of DTH industry will largely depend on innovative marketing tactics adopted
by the DTH players. The stage is all set for DTH industry. Let the real game begin.
