DTH 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%
Source Comstrat 2008, DraftFCB Ulka
• Tata Sky with a market
share of 18%
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 subscribers
3. Sun Direct: 1.7 million in South India
4. Big TV: 0.5 million subscribers, 1 mil in Nov
(15 % )
5. Airtel Digital TV: Still not revealed
6. 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 IndiaNetwork 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 suboptimal' 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 TV Ad- 2008
Dish TV
Agency: 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.
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!
Advertising
Message 2006
The film opens on a man
walking
on the road with grass all
over his
body.
...a close angle. As he sees the
match from different angles,
the VO plays, “match...
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...
...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.”
2007
The film opens with the VO asking
“Pehelwan ki mooch na ho toh
kaisa lagega?”
The next situation is of
a monkey without tail.
Following that is a situation in which a fish that is
VO: “Sher agar babbar na ho toh kaisa lagega?”
VO: “Kuch cheezein ek saath hi better
lagti hain, jaise ki TV aur Tata Sky...
not fried is served on the table.
The VO asks how would Sholay
look without Gabbar, the
notorious villain.
The ultimate question: “TV pe Tata
Sky na ho toh kaisa lagega?”
...Utna bada milega Tata Sky pe discount. Tata
...Jisse mile DVD quality picture aur
sound. Aur is Diwali jitna bada
kharidoge TV...
Sky. Isko laga dala, toh life jhingalala.”
Marketing Objective
‘To have about eight million connections by
2012.’
Tata Sky
Market Objective
1
Reach
• National coverage
(Urban & Rural)
• Subscriber Mgmt
Payment,
Renewals,
Recoveries
2
VAS
3 Customer Service
• Focus on
Interactive
Services
• PPV
• Alerts
• Red Button
promos
• New Innovations
• Outstanding
Customer Service at
all Touch Points
24/7 Call Center
Language support
Engineering support
Brand Building
Monetising volumes. Improving ARPU.
4
Value
• ‘Value’ for money
brand
• Quality content
• Relevant packaging
• Exclusive / Niche
content
Market Strategy
Setting new standards
Execution
Tata Sky’s Approach
Innovation
Marketing strategy
Three distinct phases —
Phase 1 : To educate consumers about satellite
television and its attributes;
Phase 2: To educate consumers about the
interactive features
Phase 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 in
by 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 term
charges. Continue with current strategy of providing 2 months free on payment of 10 months
services.
3. Multiple Connections: Provide discounts for consumers buying second Tata Sky Connection (up to
50% off)
4. Encourage References: Provide discounts on Monthly charges if reference from existing consumer
becomes a new customer.
5. Regional Disparity: Provide free regional packs in local areas to ensure switch from Cable TV to
DTH 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 to
the customer – Credit Card through Website (implemented), Pre Paid cards from Retail shops to be
activated using Telephone (Implemeneted) and Drop Boxes at Societies.
7. Postpaid: Some clients depending upon few background check criteria can be given Billing service
i.e. Payment at end of Month
Market Strategies (Promotion)
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.
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 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 onground 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
Market Strategy (Place)
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
100
Clearly, 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:
Advertising Strategy
•
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
Ad objective
• To attract more customers
• And remind of superior quality and promise of
Tata Sky
EXECUTION
Subsidizing set up boxes heavily
24x7 Call Centres, Over 800 associates,
supporting 11 languages
Professional installations across
the country
3000 engineers across India
Tata Sky+…taking digital TV to the
next level
the dish will also have a
different look
• 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.
2008
He turns again as the bride and
says its Sky's technology that
matters more to her.
He continues to tell her about its
various world-class features.
They have an argument over Tata
and Sky, where the bride favours
Sky and the groom Tata.
She gets happy and they
cuddle together.
The groom tells her he's only joking as Tata and Sky ventured
together in India as Tata Sky.
The ad ends with the Super:
Isko laga dala to life jhinga la
la.
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/-
The ad starts as Aamir Khan's friend tells him
he wants to watch the Ladies Single's tennis
match on TV.
His friend is surprised at his reaction, while
Aamir tells him that he can sacrifice a whole
tournament for such a wife.
Next shot, the wife explains the act that
Aamir is putting up, is just because the new
Tata Sky + has a record feature.
2009
Aamir tells him how men are so
selfish that as their wives fast for
them they can't even sacrifice a
match for them.
He asks Aamir to tell his wife to let
them watch the match instead of the
soaps.
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.
Future Plan of Action
• Play the volume game
Address the mass market with a volume-led strategy
Value based pricing will be the key to success
• Innovate to differentiate
Adoption of global success…Red button applications
Payment modes
Interactive programming
New VAS & Products ( PVR)
• Execute Effectively
Address market complexity
Rapid scale up
• Engage and advise the government / Regulator
Develop a pragmatic regulatory framework
Correct current policy anomalies
Result
Today, enjoy a total brand awareness scores of
over 85 per cent in its target group
Tata Sky crossed 2 Million subscribers in 20 months… the fastest subscriber ramp-up
ever by a DTH platform
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Millions (Subs.)
2
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 Malaysiabased 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.
SUN Direct Ad-2008
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.
Thank you!