chapter 1

CHAPTER 1

INTRODUCTION TO PROJECT

TITLE

“Analysis of Retailers and Customers feedback about Airtel Digital TV”

SCOPE OF STUDY

The research mainly focuses on the area which is assign to me that is Bhandup, Nahur, Kanjur Marg and not on the wide area.

OBJECTIVE OF THE STUDY

The objectives of undertaking a project on “Analysis of Retailers and Customers Feedback

about Airtel Digital TV” are

To have in-depth knowledge about the Airtel Digital TV.

To study marketing mix of Airtel Digital TV.

To identify the major problem and its reasons in Airtel Digital TV.

To understand retailers and customers perception about Airtel Digital TV.

To give recommendation to rectify problem.

LIMITATION

The sampling plan was based on non-probability method and no scientific methods were

adopted.

The study concerns itself with analysis of the Retailers and customes feedback, which is

a wide and complex activity so is unstructured sometimes because the information given

by the sample may not be 100% reliable.

The sample size is not sufficient to represent the whole population.

The time constraint was one of the major problems.

CHAPTER 2

INTRODUCTION TO THE INDUSTRY

2.1 History of Indian Broadcasting

The history of Indian Television dates back to the launch of Doordarshan, the country’s national

television network in 1959. Television was then seen as a luxury item that could be afforded only

by a chosen few.

In 1991, Indian economy was liberalized from the License Raj and major initiatives like inviting

foreign direct investment, deregulation of domestic businesses emerged. This lead to the influx

of foreign channels like Star TV and creation of domestic satellite channels like Sun TV and Zee

TV. This virtually destroyed the monopoly held by Doordarshan.

In 1992, the Cable TV industry started. If one could list down the revolutions that happened in

Indian entertainment industry, Cable TV would top the list. It has literally changed the way the

average Indian watches the Television. The number of channels increased suddenly from 2 and

the real entertainment started. Every city in India had a complex web of co-axial cables running

through the streets with a new breed of entrepreneurs called as cablewallahsor “Local Cable

Operator” (LCO) taking in charge of distribution. The industry survived but the sudden onset of

growth made it as a disorganized sector. There were simply too many cable operators in the

country. Also the small scale LCOs were reluctant to make large investments in the

infrastructures for more channels.

In 1995, Government felt the need of regulation in Cable TV and passed the Cable TV networks

(Regulation) Act. This was also the time when the state owned Doordarshanand All India Radio

came under a new holding called as PrasarBharati to give them enough autonomy.

Even with the basic regulation in place, there were lots of distribution issues with Cable TV. The

LCOs reported a lower number of connections where as the broadcasters demanded a higher rate.

This lead to an amendment of the Cable TV networks (Regulation) Act in 2002 to provide

Conditional Access System (CAS). With CAS, the last mile distribution could be addressable

with accuracy and digitalization of broadcast was also possible..

In 2007, TRAI proposed a new initiative by name “Headend-In-The-Sky (HITS)” model as an

alternative to the existing cable distribution. There will be a single HITS operator who will

prepare the bundle of channels and beam it to the Head end in the satellite. The LCOs can

receive this digitalized bundle and deliver to the individual homes. With HITS, country wide

implementation of CAS becomes instantaneous and cost-effective. This benefits both the

broadcasters and the customers by ensuring Addressability, Better quality of service and

increased number of channels. Another emerging trend is the IPTV which is yet to be regulated

and one can expect lot of action in this sector.

2.2 What Is DTH Service?

DTH stands for “direct to home.”

The idea behind DTH is to benefit the homeowner/television viewer because it gives the

individual residence the opportunity to receive satellite programming using an individual dish at

the home. This is the method for accessing dozens of television channels without using a cable

system. In essence, the broadcast source is connecting directly with the viewer in the home.

DTH is possible if all the pieces of a network are operating efficiently. This network includes the

broadcast source, which sends program signals to satellites orbiting the earth; various electronic

equipment that codes and decodes the signals, modulates signals etc.; and the DTH receivers at

the other end of the network. The different signals (audio, video, data) have to be converted and

the signals are mixed in equipment called multiplexers. When the homeowner/viewer wants to

watch a program, they must have a dish antenna and the equipment in the home that allows the

viewer to choose a program.

What separates this system from the traditional cable system is the direct reception of

the program signal by the user. In a cable system, the company’s tower’s receive the signals from

satellites and then transmit the signal to the homes through physical cables. A DTH system

essentially bypasses the cable path.

Because the satellite signal is transmitted directly to a receiving “dish” on the roof or other

location belonging to the end user, the weather may be a factor in reception. Satellite signals sent

directly to smaller dishes can be affected by inclement weather and other interference problems.

Also known as direct-broadcast satellite systems, this television network had a predecessor in the

original DTH system that required much larger reception dishes than the small ones that are used

today.

In earlier years, some satellites had less power, making it necessary for receivers to use larger

dishes. The expense made it less likely that a homeowner/end user would have this capability.

Changes in technology on both satellites and in the reception dishes have made the use of DTH

much more widespread.

Today, hundreds of choices are available in DTH viewing. The number of direct-TV homes has

exploded in the last few years, right along with the number of programs offered. Some of the

early receiving dishes were nearly 2 meters in diameter. Smaller dishes were used just a few

years later, with 1.2 meter diameters in many European applications. In many countries around

the world today, DTH systems send program signals to highly refined dishes on private property.

These dishes are often half the size of those reception dishes mentioned. Some are as small as 60

cm in diameter.

2.3 How DTH works:

It is a system of T.V. broadcasting services where T.V. signal are transmitted directly to the

viewer side stepping the cable operators.

In DTH system, the service provider branches together signals of bouquet of channels in a

codified or scrambled form to be received by Ku- band transponder present in Geostationary

satellite, from where these signals can be easily down linked by the viewers-by using 15-30 cm

dish antenna.

These signals can be made compatible to T.V. viewing by using a smart card and decoder, the

combination which helps in unscrambling the codified signals. 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. However, a digital

receiver is needed to receive the multiplexed signals and view them on a TV.

The technology of DTH ensures highest quality of voice, video as it uses digital form of

communication system. The DTH service also provides various value added services such as

internet services, telemedicine, video conferencing etc. Since in DTH technology, all the

encoded transmission signals are digital.

Thus, it provides higher resolution picture quality and better audio than traditional analog

signals. In recent years DTH has become the buzzword in the satellite broadcasting industry

because of immense opportunities it offers to broadcasters and viewers. However, the main

advantages to the end users of DTH transmission are:

I. It facilitates use of small dish antennas which could be easily installed in individual homes

and provides a large number of services within the same transponder.

II. The broadcaster would be able to introduce a number of new interactive applications such as

internet access, email, VoD(Video on Demand). It can be also used for public service

messages.

III. Another benefit of the DTH transmission is that it keeps out intermediaries like cable

operators who could distort the subscription income.

IV. For public broadcaster like PrasarBharati, free to air DTH broadcasting has emerged as

viable alternative for universal coverage of population with Television programmes.

2.4 DTH INDUSTRY IN INDIA: PAST, PRESENT AND FUTURE

India has a total television population of close to 135 million, out of which 80% have access to

cable and satellite (i.e. 108 million). The total DTH subscribers are close to 22 million. Thus the

DTH has a market share of approximately 20%. The subscriber base for DTH in 2006 was

meager 1 million. Now for an industry which is just 5 years old, it is a great achievement.

Let’s have a look at how the DTH industry has grown in these 5 years. In 2005 Dish TV was the

only player in the DTH industry and was registering subscriber growth mainly in the areas where

cable TV was not available. The subscribers were not ready for the cost of set top box. In 2007

CAS mandate was introduced in selected metro cities, where users had to invest in a set top box.

Though the initiative was not very successful, it gave a wider acceptance to the DTH and

consumer became ready to pay for the set top box. Spotting the opportunity Sun Direct launched

its services in 2007 with a drastically low onetime cost involved for DTH subscriber. Followed

by this Reliance, Big TV and Air-Tel and Videocon launched their services. The market became

competitive. Every player came with innovative offerings, Dish TV offered Movie on Demand

free worth the cost of set top box, Air-Tel and Big TV offered free subscription for first few

months etc. All these things were coupled with aggressive marketing campaigns. Tata Sky

gained the maximum subscribers during this period.

Today the market shares of various players in India are as follows:

(Source:http://www.pluggd.in/dth-industry-in-india-analysis-297)

So where is the real growth happening for the DTH industry. Is it the urban areas or rural?

Though DTH is comparatively expensive than cable service, the growth is coming from the rural

area. If we see statistics the growth for the digital segment in rural areas were 34%, 49% and

64% in the past three years.(source:- TAM Annual Universe Update –2010). The growth in the

rural segment can be attributed to frequent power cuts in the rural areas. DTH platform gives the

rural consumer access to their favorite programs, with the help of generator/ invertors, which is

not possible with the cable service in most of the areas.

Though DTH has certain advantages such as better picture/ sound quality, better customer

service. It also has a disadvantage of price. The DTH player have to pay various taxes such as

Adjusted gross receipts @ 10%, service tax @ 12.36%,VAT @ 12.5%,CST@3%,corporate tax,

Excise duty@ 16%, Customs duty, CVD ,customs duty etc. Whereas the local cable operators

easily get away with government taxes by underreporting the subscriber base. Thus gaining a

clear cost advantage. The regulator should take a note for the same and provide regulations for

the same.

At the same time in Indian market “One size fits all” strategy doesn’t work for long. So, the DTH

players have to design packages suitable for rural consumers enable them to enjoy the digital

content (For e.g. Levi’s jeans had enabled consumers to buy their jeans with an EMI scheme).

The DTH industry is expected to grow at a CAGR of close to 24% .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.

2.5 Brief Profile of Players in the DTH Industry

DD DIRECT+

Doordarshan is the public television broadcaster of India and a division of PrasarBharati, A

public service broadcaster nominated by government of India. It is one of the largest

broadcasters in the world in terms of infrastructure of studios and transmitters. Recently it has

also started Digital Terrestrial Transmitters

Doordarshan had a modest beginning with the experimental telecast starting in Delhi on15

September 1959 with a small transmitter and a makeshift studio. The regular daily

transmission started in 1965 as a part of All India Radio. The television service was

extended to Bombay (now Mumbai) and Amritsar in 1972. Till 1975, seven Indian cities had

television service and Doordarshan remained the only television channel in India.

Television services were separated from radio in 1976. Each office of All India

Radio and Doordarshan were placed under the management of two separate

Director Generals in New Delhi. Finally Doordarshan as a National Broadcaster came into

existence.National telecasts were introduced in 1982.

Dish TVDish TV is the first private DTH satellite television provider in India, using MPEG-2

digital compression technology. Dish TV is a division of Zee Network Enterprise

(Essel Group Venture). EGV has national and global presence with business interests

in media programming, broadcasting & distribution, speciality packaging and

entertainment.

Zee Network incorporated Dish TV viewing. By Digitalizing Indian entertainment,

this enterprise brought best television view in technology to the living room. It not

only transmits high quality programmes through satellite; but also gives a complete

control of selecting channels and paying. DTH service was launched back in 2004 by launching

of Dish TV by Essel Group’s Enterprises. Dish TV 8is on same satellite where DD Direct+ is.

Tata Sky.

Tata Sky is a DTH satellite television provider in India, using MPEG-3 digital compression

technology. Tata Sky is a joint venture between Tata group and Star. Tata Sky endeavours to

offer viewers a world class television viewing experience through its satellite television service.

The group and its enterprise have been steadfeast and distinctive in its adherence to business

houses anywhere in the world can match. The SKY brand, owned by the UK- based British

Sky Broadcasting Group, brings to Tata Sky the reputation of more than 20years experience of

satellite broadcasting. In October 2008, Tata Sky announced launching of Digital Video

Recording. Tata Sky which allowed 45 hours of recording in a MPEG-4 compatible Set Top

Box.The r emo t e i s provided with playback control keys and is being sold with

special offers for existing.

Sun Direct

Sun Direct is a DTH satellite television provider in India, using MPEG-4 digitalcompression

technology. It is the country's firstMPEG 4 technology DTH service provider. Sun Direct is a

DTH service in Indiaheadquartered in Chennai, Tamil Nadu. Sun Direct TV was registered in

February 16,2005. Because of the lowest pricing of anyDTH in India Sun Direct spread rapidly

all over the country. On December Sun Directwas launched in Mumbai and announced its pan

India launch. By 2009 it became leadingDTH provider with 3 million subscribers. This makes it

4th largest DTH service provider of India. In April 2009 Sun Direct officially launched its High-

Definition service in India.Sun Direct uses the latest MPEG-4 based technology to increase

broadcast capacity.Sun Direct provide next-generation services in fast-growing and emerging

marketsquickly and efficiently.

Reliance Big TV

Reliance BIG TV is a DTH satellite television provider in India based in Navi Mumbai,using

MPEG-4 digital compression technology.It is the 5th DTH service launched in India. Reliance

BIG TV limited is a part of Reliance Communications Ltd., a subsidiary of Reliance Anil

DhirubhaiAmbani Groupfounded by the Late DhirubhaiAmbani, the Indian business tycoon and

owned by his sonAnil Ambani. BIG TV started operations from 19 August 2008 with the slogan

"TV hoTo BIG Ho" ("If you have a TV, make it BIG"). It currently offers close to 200 channels

and many interactive ones wellas many Radio channels. The company plans to increase the

number of channels in thenear future to 400 and begin High Definition (HD) broadcast. It is the

first Pan-IndiaDTH provider that uses MPEG-4 for broadcasting. There are also plans to

introduceservices like i-Stock, i-News and other such interactive services in the future.

Reliance BIG TV was launched on August 19, 2008 with the sole aim of providing theconsumer

with quality and enriched home entertainment service at value-driven pricing.Reliance BIG TV's

launch in August was probably the biggest roll-out in homeentertainment ever and deployed the

most advanced MPEG4 technology that enabledthem to deliver best quality digital audio-video

to the consumer. It also got prepared for the future when Hi-Definition TV will be launched in

India because only MPEG4technology can support HD TV and not MPEG2 which is used by the

earlier entrants inthe DTH industry.

Videocon D2H

Videocon d2h is a DTH satellite television provider in India based in Mumbai, usingMPEG-4

with DVB S2 digital compression technology. Videocon d2h was launched on May 1, 2009. It

came with a very good strategy for selling both of its electronic products like TV’s DVD’s along

with the new set top box. This is offering direct to TV without any set top box also. Only the

antenna is enough, it also came with DVD which is connected directly to the TV or antenna is

connected to DVD which gives a best quality of output.

2.6Growth of the Industry

The 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. The slowdown has certainly

proved a boon for the Indian DTH industry as people have now started to cut on their

entertainment expenditure and instead of viewing movies at theatres, they are preferring to stay

at home with their television sets.

The average Indian’s disposable income and purchasing has risen to never before levels.

20%annual growth is being witnessed in the DTH sector in India.

The big game is all about shaping up grandiose plans to master the winning rules to garner as

much portion of the Indian DTH pie as possible by a handful of players. Since the DTH space

denotes big value, akin to the space occupied by television and telephony, inter-firm rivalries

have thrown up price wars, discount schemes, procurement of transponders, ambitious targets for

improving the subscription base, popular bouquet of channels, set top boxes with superior quality

of videos, improving content, etc as a desperate means to entice the Indian viewer.

The pattern of growth is very difficult to determine because a business cycle takes place in long

term. But this industry is having very short period for making or observing a business cycle. The

analysis that can be made is though the economic cycles is not continues and it was in boom then

when the industry started and now just the economy is in recovering stage from the recession.

Interesting factor is that all the industries are hit seriously buy the rescission but DTH industry

has reported growth continuously but only it has slowdown the rate of its growth. Now the

industry is growing at 20% for every annum.

Growth Determinants, Demand constraints and CAS, are the factors which effects the growth of

the industry. Growth determinant and high TV sales increase the chance for more sales of set top

box which will affect the growth. When the facilities of the products increase it acts as a growth

determinant. The entertainment channels and the news channels players increase the growth to

opt the DTH. Some of the DTH players are bringing innovative plans like live shopping, broad

band, and etc will act as growth determinants.

3.

Conditional Access System (CAS)

The consumer is the “SOVEREIGN” in this age of heightened and exaggerated consumerism

where the market players are ‘devotedly’ aiding the consumers in their holy pursuit of satiating

their inherent hedonism. Ironically, so far as the entertainment scenario is concerned an average

Indian consumer comes across as a doleful looking guy begging for being lent an ear to his hard-

luck story about shoddy blacking out of channels by cable operators. Broadcasters keep nagging

the cable TV operator about his sinister designs of wrongfully underestimating their customer

base while the latter charges the TV channels with sky-rocketing their rates every now and then.

This impasse created by the perennial tussle between the broadcasters and the cable TV operators

afflicts severely the poor consumer, who is at the receiving end from both.

However, the passing of the Television Networks Amendment Bill 2002 which authorized the

government to mandate installation of an addressable system for accessing pay channels-–better

known as Conditional Access System (CAS) has kindled some hopes of consumer which were

soon extinguished because of the lethargy of the Government in implementing the Act.

“Conditional Access System (CAS) is a technology that enables television signals to be

accessed by consumers through an addressable system hereby allowing the consumer to

choose channels that one wishes to watch and pay for”. However, the recent Delhi High Court

judgment ordering the implementation of the CAS within four weeks in the four metros namely,

Mumbai, New Delhi, Chennai and Kolkata, has created a huge churn in the offing in the cable

television industry.

The exponential and unregulated growth of the cable TV penetration in Indian households is

responsible for existence of the multiple flaws in the current system such as under-reporting of

the number of subscribers by the Local Cable Operators (LCOs) resulting in revenue loss for the

MSOs and the broadcasters as well as the Government. This problem was highlighted in the

recent order passed by the Supreme Court in Star India (P) Ltd. v. Sea TV Network Ltd. In this

case, one of the issues raised by the appellant was that the cable operators and MSOs do not give

a complete and accurate list of ultimate subscribers and their area of operation. While the

respondents submitted that in the prevalent circumstances, the only manner in which the same

can be achieved is through the deployment of an addressable system, which is commonly known

as the Conditional Access System (CAS), which would identify the number of subscribers

accessing a particular channel.

Keeping in view the nature of the controversy and its likely impact on the broadcasting/TV

industry as a whole, the Apex Court through Arijit Pasayat & Tarun Chatterjee J. observed that it

would be necessary to give adequate opportunity to all the stakeholders concerned to file their

submissions and fixed 02-05-2006 as the next date of hearing. It further observed that pendency

of these matters shall not stand on the way of the Central Government to implement the CAS or

the TRAI in devising any system to identify and arrive at the correct number of subscribers of

each distributor of TV channels.

The existing system is riddled with formidable challenges for the MSOs, which came up before

the Division Bench, Mumbai HC [C.J. C L Thakkar and Dr. Dhananjay Chandrachud].

The issue raised before the court concerned the MSOs’ grueling situation due to the pressure

from the broadcasters to clear the dues irrespective of whether the local cable operators had paid

the MSOs or not. Evidence in the form of a letter from broadcaster Sony Entertainment

Television was also produced, threatening to disconnect signals if the MSO didn’t pay an

outstanding amount of Rs. 12.1 million till the due date. It was contended on behalf of MSOs

that lack of appropriate technology to control the signals once they left the main control room

was responsible for their inability to prevent the defaulting cable operators and consumers from

accessing the signals. This plea was accepted by the Division Bench.

Another problem in the existing system concerns the traditionally synergistic relations between

MSOs and LCOs. Few years back, a paradigm establishing an incredible shift in the usual trend

was in the offing in the cable television industry with groups of small cable operators seeking to

break away from the larger networks or MSOs to set up their own control rooms. An

independent control room implies that LCOs would have higher returns with no MSOs to share

their revenues with. However, it requires a massive investment of Rs 2 crore which would not be

affordable by the LCOs. Lucrative ‘carriage fees’ being paid by broadcasters seemed to be

contributing to this new trend. However, with the implementation of CAS and digitalization, the

encryption technology will provide consumers the choice of, as many as 500 channels; this slight

hiccup of breakaway tendencies will dissipate ending the carriage fees regime.

The question of voluntary v. mandatory adoption of CAS?

The latest Delhi High Court judgment brings to the forefront the debate

of voluntary v. mandatory adoption of the Conditional Access System (CAS) in India? But,

before delving into this debate, let us start with highlighting the key problems that are required to

be addressed for the effective implementation of the CAS.

Chapter 4

INRODUCTION OF BHARTI AIRTEL

Type : Public Company

Industry : Telecommunication

Founded : July 7, 1995

Founder : Sunil Bharti Mittal

Headquarter : New Delhi

Area served: South Asia and Africa

Product : Fixed line Telephony

Mobile Telephony

Broadband Internet

Digital TV

IT Services

4.1About Bharti Airtel Digital TVBhartiAirtel became the newest entrant in the family of DTH service providers in India. Called

as Airtel digital TV, the service was launched in 62 cities across the country through 21,000

http://www.mumbaispace.com/dth/airtel-dth.htm


retail points including Airtel Relationship Centres starting 9 October 2008. Bharti has a strong

presence in telecom and broadband field so it became a natural step for them to move into dth

segment. Bharti is known for quality service and strong network all across India.

MPEG4 standard with DVB S2 technology will be used by the company to provide great picture

quality and sound standard. This technology is also high-definition ready and will be quite

effective in delivery of complex interactive contents. The dish antenna used will be almost 20-

per cent larger than normal ones keeping in mind raining conditions in India.

The price of the package is Rs. 1499/- in south India and Rs. 2499/- in north India. This price is

inclusive of installation charges and set top boxes. Users will also get universal remote that will

be instrumental in controlling both the set top box as well as the television. To promote their

services, company has decided to waive off monthly tariff for the first six months. After that,

monthly tariff will be in range of Rs. 99/ to 400/-. More than 175 channels will be available to

customers.

Airtel DTH will be introducing several new features for the convenience of consumers. Chief

among them are; universal remote for both TV and set top box, Interactive applications such as

iMatinee for booking movie tickets, highest set top box memory which will enable more and

better interactive applications, on screen account meter, high quality graphical games, intuitive

search, Low battery indicator on the screen etc. The package will also include 10 World Space

Radio channels and other interactive applications like iTravel, iShop, iCity and several widgets.

Airtel digital TV (HD) adds another feather to the cap – bags ‘Product of the year 2012’

award.

Airtel digital TV (HD), the DTH service by BhartiAirtel has been recognized as ‘Product of the

year 2012’, following an independent survey conducted by the leading research firm, AC

Nielsen. Product of the year is an internationally recognized standard that celebrates, champions

and rewards the best innovations in retail basis feedback of consumers.

To participate, companies have to first nominate the product which is subsequently funneled

down by a panel of eminent citizens and very senior media people. The shortlisted names are put


through an independent and 100% Face to Face consumer survey conducted by Nielsen across

30,000 respondents in 36 markets.

Airtel was the 5th entrant to DTH space, however, during last 11 Qtrs, airtel has clearly emerged

as Market leader in acquiring new customers under Ajai’s leadership. Recently airtel had crossed

6.2 million customer base mark within 35 months of full fledged launch and became the fastest

company to join 5 million club. Currently one out of every 4th customer joining DTH industry

comes on airtel digital TV. Recently Airtel was ranked 2nd amongst the 6 DTH companies on

customer service by HT-Mars Customer satisfaction survey. The award speaks a lot about airtel’s

special focus on providing best in class service to its customers.

4.2 SWOT Analysis of Airtel DTH

SWOT ANALYSIS OF DTH

STRENGTH:

• No middleman required.

• Large coverage area, can reach remote

places.

• Good quality of picture & sound.

OPPORTUNITY:

• Equipment manufactures can expand

their business.

WEAKNESS:

• Signals are lost during heavy rains &

storms.

THREATS:

• CAS in urban areas.

• Terrestrial doordarshan.

• Cost of STB.

4.3: MARKETING MIX OF AIRTEL DIGITAL TV

PRODUCT

Airtel Standard definition and High defintionAirtel is maintaining a very good Picture Quality for both High Definition (HD) and Standard

Definition (SD) channels. However some comments have also noted that some SD channels are

compressed below average bit-rate and visible on a ‘32’inch or bigger LCD, Plasma or LED

Televisions.Airtel may have to review this area of concern as we Indian DTH blog believe this

particular concern can be resolved by improving the compression rate and maintaining a standard

rate for all SD channels.

Airtel HD Recorder is the latest offering from Airtel Digital TV. It has the capability of

displaying the content in 1080i resolution (1920*1080).

It is manufactured by Hyundai Digital (China) for Homecast Limited (Korea) and imported by

Airtel. Net Weight is around 2 Kg.

The Airtel HD Recorder has several features. The most important ones are:

Record any programme for viewing later

Pause Channels

Rewind Channels

Forward Channels

Watch one programme while you record another

Record two programmes while you watch one of them

Record two programmes while you watch a third previously recorded programme

Schedule programmes to Record automatically even if the TV is switched off

Schedule recordings for a specific time interval (Time-based recording)

Below are some images for HD channels and SD Channels. I have tried to get one image for a

category like entertainment.

Difference between SD and HD

AIRTEL DIGITAL TV [HD] RECORDER

On 4 May 2010, Airtel digital TV from BhartiAirtel announced the launch of its 3D ready High

Definition Personal Video Recorder (HD Recorder). Retaining its pioneering Remote Recording

feature, Airtel digital TV's HD Recorder offers unique features of Automatic Favorites, Search

and Genre and Category sort and is 3D ready. It is also the first STB in India to support

compatibility for 1080p signals in future.

On 24 May 2011, Airtel announced that its digital TV HD and HD-DVR boxes are software-

enabled to view standard definition (SD) content upscale to 1080i HD. Picture Quality: Airtel

Digital TV has DVD quality picture (We are not sure about HD yet though, but the picture

quality is flawless, looks amazing on TVs no matter what size) There was no pixilation and the

picture was perfect.

Features

High definition resolution

Mind-blowing picture clarity with the highest possible resolution of 1080x1920 (2.07million+ pixels with 5 times sharper picture than Standard Definition).

Your airtel digital TV [HD] recorder is now 3D ready!Enjoy your favorite channels come to life

Dolby Digital Plus 7.1 surround sound for theatre like experience right in your living room.

Wide aspect ratio of 16:9, better suited for our eyes which have more horizontal than vertical span.

HDMI output to get the best HD signals to your HDTV.

airtel HD set top box employs the latest MPEG-4 DVB-S2 technology.

3D Picture

Dolby digital plus

Wide aspect ratio

High definition multimedia interface (HDMI) output

MPEG-4 DVB-S2

Mind-blowing picture clarity with the highest possible resolution of 1080x1920 (2.07million+ pixels with 5 times sharper picture than Standard Definition).

Your airtel digital TV [HD] recorder is now 3D ready!Enjoy your favorite channels come to life

Dolby Digital Plus 7.1 surround sound for theatre like experience right in your living room.

Wide aspect ratio of 16:9, better suited for our eyes which have more horizontal than vertical span.

HDMI output to get the best HD signals to your HDTV.

airtel HD set top box employs the latest MPEG-4 DVB-S2 technology.

Universal remote

Blockbuster movies

Interactive services

Games

Power resume function

Low battery indicator

One can get rid of managing different remote controls and can be operated through airtel HD set top box universal remote.

Get to see the latest Pay-Per-View (PPV) movies of your choice.

Now experience the most captivating feature of interactive service with airtel HD set top box. You can now get maximum from your Television set like book movie tickets, browse internet and much more.

airtel HD set top box provides you with an array of thrilling and exciting games.

In the event of unforeseen failure of electricity while watching a particular channel, airtel HD set top box will ensure that the same channel is back for viewing when electricity comes back.

Whenever there is low battery, it will be shown on your universal remote.

PRICING:

Package – Standard

Definition

Rent without

Tx

Rent with

tax

30 Days – Entry

Offer

Value Sports 158 175 1590

Economy Sports 226 250 1640

Mega 290 320 1640

Ultra 360 398 1690

Magnum 500 552 1790

Package – High DefinitionRent without

Tax

Rent with

tax30 Days

Value Sports [HD] 293 324 2840

Economy Sports [HD] 361 399 2840

Mega [HD] 425 469 2840

Ultra [HD] 495 546 2890

Magnum [HD] 525 580 3090

Package – HD Recorder 30 Days

Value Sports [HD] Recorder 293 324 5940

Economy Sports [HD] 361 399 5940

Mega [HD] 425 469 5940

Ultra [HD] 495 546 5990

Magnum [HD] 525 580 6190

DISTRIBUTION SYSTEM

Airtel Digital TV divided their distribution system in two parts one for DTH kit and second for

after sales service (installation of Set up box) and it is as follow:

FOR DTH KIT

In above case installation kit of set up box is manufacture by BhartiAirtel ltd. Installation kit is

look like mobile recharge voucher card and this kit has one installation number. This kit is transfer

from manufacture to local distributer. Local distributer play very important role in this supply

chain, because he is the responsible for deliver kit to retailer time to time and also maintain good

relation with retailer. Distributer deliver installation kit to retailer and that kit is sale by retailer to

customer. After the sale of installation kit retailer SMS installation kit number and customer’s

MANUFACTURER

DISTRIBUTORDISTRIBUTOR

RETAILER RETAILER RETAILER RETAILER RETAILER RETAILER

CUSTOMER

contact number to 54325 and automatically this number is transfer to installation department and

they contact with customer ant install set up box to customers’ house.

Airtel also has one more distribution channel for after sale service mice for installation of set up

box and for after sale service.

FOR AFTER SALES SERVICE

In the above case Set Up Box and Dish plate is manufacture by Airtel Digital TV and that

transfer to Set Up Box Distributer. Distributer of Set up box is transfer all the set up boxes and

dish plate to local service contractor. Local service provider has responsibility of installation of

set up box at customers’ home and they also have responsibility of after sale service. Service

play very important role in this supply chain Local service provider is important for all the DTH

companies, because DTH is the service industry and installation as well as after sale service is

the one of the most important task for all the DTH industry. There for company give more

importance to their Local service provider. Local service provider get commission of this work

for e.g. Rs250 for each installation.

MANUFACTURER

SET UP BOX DISTRIBUTOR

SERVICE CONTRACTER

CUSTOMER

PRODUCT CHANNEL STRUCTURE

MANUFACTURING UNIT

WAREHOUSES

DISTRIBUTORS EXCLUSIVE SHOWROOMS

DEMO AT SHOPPING MALL

EXCLUSIVE RETAILS

PRODUCT AREA DISTRIBUTORS

DEALER

RETAILER

CUSTOMER

PROMOTION: Promotional activity spreads the information about the product as a result it increases the

demand and puts forward the uniqueness of the product. The basic goal of all companies and

service providers is to generate more and more revenue and it is possible only by strategic

marketing strategy. The condition of the market is very competitive; there is N number of DTH

products almost equal in quality and service. It makes promotional marketing a more vital part of

the business. The task of promotional marketing is full of responsibility and only an expert with

marketing intelligence can manage the promotional activity successfully. The task is full of

responsibility and only an executive who knows the inside-out of marketing strategy and plan

can draw a better marketing strategy and promotional activity.

In most DTH companies the marketing department have the maximum number of employees as

the field of marketing is very diverse with lots of options. It is the responsibility of marketing

executives to plan a promotional activity depending on the available resources and the

company’s goal. The marketing executive is well aware of the company’s product line,

companies and product’s previous history, potential market and financial resources. It is the

responsibility of the executive to take care of all available advertising resources and plan

marketing campaigns that promise higher gain. Planning a successful promotional marketing is

one of the most crucial aspects of marketing.

With the DTH market getting hotter and hotter day by day, it is indeed not surprising to see these

new services entering newly spending millions only for their ad campaign. The latest to enter the

DTH scene in India is Airtel DTH. They enter an already competitive market with Dish TV and Tata

Sky leading the scene and with the recent entry of Big TV making it even hotter. And now with

Airtel Direct to Home Service it has indeed become even more hot and interesting. Interesting for the

fact that what will be their next marketing strategy will be for the existing as well as Airtel DTH

Services. They have named their service as Airtel Digital TV.

And to start off Airtel has really caught all the attention it need with their launch ad. With this

Airtel’s Digital TV Launch Ad, they have proven that they are indeed going not going to lag behind

but instead going to target or hit the market with the bang. Indeed with this Airtel DTH ad they have

crossed the half well.

This ad starts of a person named Rahul just coming out of the airport and become surprised to see a

huge welcome party waiting for him with 100s of people (said to be mostly the characters and

musicians, cartoon characters which you can see on TV) welcoming him with the banner “Welcome

Rahul”.

The actors Madhavan and VidyaBalan welcoming him and travel along with him in a Limousine

which is actually driven by a Ferrari Formula 1 Driver.Then when he reaches home he sees

cricketers, Zaheer Khan and GautamGambir receiving him on the elevator along with other sports

persons. Then when he reaches home he sees Karina Kapoor along with his wife. Then comes the

legend, A.R. Rahman who was seen playing a piano. Then he sees Saif Ali Khan asking him to sit on

the couch. The next scene turns out with all the stars, minus Madhavan and VidyaBalan, standing

behind with Saif handing over the remote to let him watch the TV which is powered with Airtel

Digital TV.

BRAND AMBASSADOR :

Saif Ali Khan

Karina kapoor

PEOPLE:

http://www.astro.ufl.edu/images/People/People.jpg

The DTH industry is characterized by a large number of inexperienced workers, who need to put

in long hours of work. There are two kinds of people as far as the marketing mix is concerned:

people to serve (customers) and people that serve (employees) it is the customers who determine

whether the company is selling the right product and services. People that serve the organization

are the ambassadors or the face of the company. Excellent delivery standards –which go hand in

hand with the image and positioning of the company – can be achieved only if the staffs are

trained well.

PROCESS:

Cash and Cheque collected from customers shall be deposited timely with bhartiairtel / Bank

within time agreed as per agreement, and to insure that no misutilisation of the fund should

happen. Agencies should not hold any money, collected on behalf of bhartiairtel, with them

beyond the agreed hours. Any loss of data, material in possession of agency viz. receipt books,

Identity Cards, Stat Cards etc. would be informed to bhartiairtel immediately on the agency's

letter head. Agency shall keep all the data strictly confidential and use it only for the specific

purpose for which it has been given. Perform your role as per the instructions issued to you in

training/process manuals and specifics of collection action based on the product. Always carry

details of latest outstanding along.

PHYSICAL EVIDENCE

http://www.priceindia.org/dth/wp-content/uploads/2011/10/airtel-digital-tv-set-top-box-specs.jpg

Airtel Digital TV – Set-Top Box :

The provided Standard Set-Top Box or STB is a capable digital or electrical equipment &

connected to the dish antenna with a cable, placed at near by the TV set. It receives Airtel

Satellite transmitted (multiplexed) signals from the receiver (LNB Connected) & turns the

signals into content (TV Signals) on TV screen. Airtel Digital TV Set-Top Box has 3 lights as

power light (Red – Standby Mode & Green – On),Remote Light (This light blink red on every

command through remote) & Message Light (Lights Yellow when there is an Unread Message).

http://www.priceindia.org/dth/wp-content/uploads/2011/10/airtel-digital-tv-dish-antenna.jpg

http://www.priceindia.org/dth/wp-content/uploads/2011/10/airtel-digital-tv-universal-remote.jpg

Airtel Digital TV – Dish Antenna :

Airtel provides the Dish Antenna & LNB (Low Noise Block) as the receiver equipment with

every new connection kit/ CPE. The subscriber need to install the dish antenna at any open space

to receive the signals form the satellites. This device comes with much capability of amplifying

& down converts the signal & connected with STB using a wire or cable to supply those signals.

Airtel Digital TV - Universal Remote :

It comes with a remote control system & which works like a common medium control option for

both TV & STB simultaneously. The STB has also a port a insertion point for a card or VC. It

also features easy access of controlling channel viewing & other interactive service utilization.

http://www.priceindia.org/dth/wp-content/uploads/2011/10/airtel-digital-tv-view-card.jpg

Airtel Digital TV – View Card (VC) :

Every Airtel Digital TV STB has a port for inserting View Card or VC. This card is just like a

mobile phone SIM card with an unique numbering. After installation this card needs to be

activated for receiving satellite signals. The VC is pre-activated so that the subscriber can start

watching the channels as soon as Airtel Digital TV installed at his/her own place or with TV.

Every VC is uniquely numbered by digits or numbers & used as subscriber’s identity. The VC

decrypts the TV signals chosen & paid for by the customer, for better clarity of viewing on

his/her TV set.

CHAPTER 5

RESEARCH METHODOLOGY

RESEARCH DESIGN

The methodology adopted for collecting the data required for the study was survey

method. It is the overall pattern or framework of the project that will dictate as to what

information is to be collected, from which sources and by what procedures.

RESEARCH METHOD

Research methodology must be classified on the basis of the major purpose of the

investigation. In this problem, description studies have been undertaken, as the objective of the

project is to conduct the market survey on customers’ perception about DTH services as well

asAirtel Digital TV with respect to services.Descriptive method is used in the research. A sufficient

thought has been given in framing the questionnaire and deciding the types of data to be collected

and the procedure to be used.

DATA COLLECTION

The information needed to further proceed in the project had been collected through primary data

and secondary data.

SOURCESOF DATA

Primary data

Primary data consists of information collected for the specific purpose at hand. For the purpose

of collecting primary data, survey research was used and the customers who came into the shop

to purchase the electronic goods (TV, refrigerator etc.) and mobile phone recharge retailers were

surveyed.

Secondary data

The secondary data consists of information that already exists somewhere, having been collected

for another purpose. Any researcher begins the research work by first going through the

secondary data. Secondary data includes the information available with the company. It may be

the findings of research previously done in the field. Secondary data can also be collected from

magazines, newspapers, other surveys conducted by known research agencies etc.

Data collection method

Survey method has been used for collecting the data

Interviews

Questionnaires

Method of communicationIndirect communication (questionnaire) as well as direct communication (interviews) has been

used for collecting the information.

Sample size

150 customers have been surveyed.

150 Retailers have been surveyed.

Sampling techniqueConvenience sampling has been used in the research.

Area of survey:

Bhandup,Nahur, Kanjur

Chapter 6

Analysis and Interpretation

1) DTH availibility

80%

20%

DTH Avalibility

Keep DTH Do not keep DTH

53%

13%

13%

20%

Reasons for unavalibil-ity

Don't want to divert businessLess margineLow salecable dominance

The above graph shows that out of 150 retailers how many retailers keep DTH .

In a surveyed it is observed that 80% retailers out of 150 keep DTH and 20% retailers do not keep

DTH.

The reason for 20% retailers do not keep DTH are some retailers don’t want to divert their

business, less margin on DTH, Low sale of DTH and cable Dominance.

From this we can say that even before a month of implementation of CAS, DTH companies are

not able to open a counter at each shop.

2) Airtel Digital TV availibility

67%

33%

Airtel DTH availibility

Keep AirtelDo not Keep Airtel 45%

38%

18%

Airtel DTH Unavailibility

No proper serviceNo sales person VisitNo customer brand recognition

Out of 120 retailers who keeps DTH, 67% retailers keep Airtel DTH and 33%retailers do not

keep Airtel DTH.

Reason behind 33% retailers do not keep dth are they heard that Airtel is not providing better

service, no sales person visited to shop from long time,no Airtel Brand recognition by customer.

Average number of Airtel DTH KIT kept by retailers is 5.

By combining the data 1& 2 it is to be seen that out of total sample the availability of Airtel DTH

is just 50% which is very less.

3) Highet sale Of DTH

16%

13%

71%

Highest sale of DTH

Dish TVTata SkyVideocon

The above graph shows which DTH has highest sale by the retailers.

From the collected data, 71% retailers out of 120 are saying Videocon D2h had highest sale in

last month , 16% retailers saying Dish TV and 13% retailers saying Tata sky. No one spoke about

the Airtel, Big TV,Sun TV.

From this we can say that Videocon have highest market share in this area as compare to other

companies. Airtel needs to work a lot to compete with Videocon.

4) Best service provider DTH company

15%

13%

61%

7%

3% 2%

Best service

Dish TVTata SkyVideoconBig TVAirtel DTHSun TV

The above graph shows which DTH company provides Best service.

61% retailers saying Videocon provides best before and after sales service. Only 3% retailers

says Airtel provides best service.

Airtel lacks in providing good service which is the major parameter for retailer before

keeping the stock of particular DTH. Less number of sales team, communication gap between

distributor and retailer, low number of technician are the reason for that.

5) Profit margin and Incentives for Target

31%

27%

15%

19%

7%

2%

Profit Margine


16%

12%

60%

8%

3% 2%

Incentives for Target


The above graph shows that which DTH company provides more profit margin and incentives for

target.

This two parameter are more important from the point of view of the retailers and which is directly

related to the sale of DTH of that particular company.

TATA sky, Dish TV gives more profit margin to retailers as compare to Airtel. 60% retailers said

Videocon gives the incentives for target which help to increase the sale. Again in this major

parameter Airtellacks behind.

Airtel should focus on new technology which helps to reduce the cost of the product so retailers

will get the more margins

6) Brand Preference

31%

36%

12%

17%

3% 1%Brand Preference


The above graph shows which company has strong brand recognition by the customer.

TATA sky and Dish TV has a strong brand recognition by customer where as Sun TV and Airtel

has low brand recognition by customer. With best promotional activities and tag line“ Isko laga

dala to life zingalala” which is more popular TATA sky has strong brand recognition.

Airtel has strong brand name but not in DTH service so Airtel should focus on positioning.

7) Promoters And Promotional Tools

13%

88%

Promoter

Yes No

23%

78%

Promotional Tools

Yes No

The above graph shows Visibility of Airtel DTH at retailers counter.

Around 80% retailers said Airtel do not provides promoter and promotional tools like

hoardings,Demo,Canopy,Pamplates etc. at counter.

And this might be the reason of poor visibility of Airtel DTH and low brand preference and

low sale of Airtel DTH.

8) Distributor and Airtel Sales person

20%

80%

Distributor Service

Yes No

11%

31%57%

Frequency of Airtel Sales person

DailyWeeklyMonthlyQuarterlyHalf YearlyYearly

The above graph talks about the Distributor service and Airtel sales person.

80% retailers said that they get poor service from the retailers.

Most of the retailers said that Interval between two visit if Airtel sales person is around half a

year.

From this we can say that there is huge communication gap between Distributor, Airtel sales

person and retailer.

9) Airtel DTH recharge

63%

38%

Airtel DTH Recharge

Yes No

28%

31%

32%

10%

Reason For not keeping Airtel DTH recharge

Not Interested

Less margin

No recharge available

Complex process

The above graph shows that the How many retailers keep Airtel Recharge and reason for not

keeping Airtel Recharge.

Most of the retailers do not keep Airtel DTH recharge and reason are less margine, complex

process, no recharge availability from the distributor.

10) Service used by Airtel customer

84%

16%

Service using

SDHDHD recorder

The above graph shows which service mostly use by airtel customer. Out of 50 customer 84% customer are saying they are using SD service which is the basic

service and no one is using HD recorder because of high cost. No one is using Interactive service and Movie on Demand service. Most of the customer

are saying they don’t want to spend more on this service.

11) Company commitment

24%

76%

Company commitment

yes no

The above graph shows weather customers are getting what company committed to them. 76% of customers are saying they are not getting what company committed to them. They are only satisfied with picture and sound quality but they are not satisfied with after

and before sales service and recharge availability.

12) Buying Parametor

84%

8%8%

Buying parametor

PriceNo of channelsPicture quality

Out of 50 cable customer 84% customr are saying they are very price sensitive . they consider price of the product as a major factor.

Very less are saying they look upon the Quality and number of channel parameter.

13) Swap Option

24%

6%

6%

32%

24%

8%

Swap option

Tata skyAirtelSUN tvVideoconDish TVBig TV

After implementing CAS price of cable is increase then most of the customer prefer to swap the option to Videocon, TATA sky, Dish TV because they are are providing good service.

FINDINGS

Less number of Airtel Digital counter in the market.

Many retailers do not keep Airtel Digital TV because poor distributor service and less number of

visit by companies sales person. As there is only one distributor in Bhandup, Nahur, Kanjur.

Market share of Airtel Digital TV is less in Bhandup, Nahur, Kanjurmarket.

Many retailers prefer to sale Videocon because of incentives paid by the company for target.

Many retailers said that please change your distributor in case of Bhandup, Nahur,

Kanjur.

Low Visibility of Airtel Digital TV in retailers shop.

Retailers do not get timely recharge from Distributor.

There is a communication gap between the company and the dealers.

Most of Existing Airtel customers are using Basic service, not using Interactive and Movie on

demand service and they are not getting what company commted to them.

Most of the Cable customer are price sensitive .

Recommendation

1) Increase awareness:

Since there is lack in communication channel, it should betackled with care and dealers should be

constantly made aware about the offers andnew plans through meetings with company

executives at regular intervals.

2) Improve processes and techniques:

In order to make recharge or activationprocess more transparent and user friendly, the EPRS

technology needs to beupgraded consistently.

3) Improvement in after Sales Services:

Arrangeproper training for customer care executives as Airtel digital TV lacks proper after sale

service

4) Voucher Availability:

Make proper channel of Distribution of voucher.

5) Visibility:

Danglers create more impact on customer mind, it always visible andpromote offer and help to

recall brand resonance. Company should provide hoardings and Demo kits to retailers.

7).Airtel itself is a big name.company is totally confident about it but what we must

remember is the name and fame is in telecom sector and its totally new on DTH

sector so the company should work as it is starting from scratch.

8) More number of distributor points should be made. New and untapped areas

should be targeted instead of the old popular ones where already other companies are

present.Concentrate more on rural market as they have a huge untapped potential and are more

loyal than the urban market.

9) Retail outlets must be increased.Retailers should be provided with relevant and

easy data about the product.

10) Promotional activities must be increased. It can be done by putting some hoardings on the

various parts of public place.and moreover the hoarding should b more in regional language and

little less in English.

11) Display at various retail outlet need to be improved.

12) More number of engineers should be increased in order to improve the service level. As of

now there is less number of engineers with the company, if possible for each city

or each distributor point engineers can be hired.

13) At least once in a month a meeting must be organized with the major retailers so that the

communication gap between the company & the retailer can be fulfilled. This should be done

because in this retailers are the key point in this market.

14) Airtel must come up with the flexibility in its monthly package given to its customer.Here it

means that the customer of Airtel can switch over to any package of its choice anyday& charges

should be made accordingly by Airtel.

Conclusion

In this competitive world customer is the king of market. The expected service of the customer

should be match with the delivered service of the company. With the effecting and proper

communication and marketing strategy a company can built and maintain the positive relation

with its customer and will probably results in to a successful customer relationship which is

essential for organizational success and developments.

The introduction of Conditional Access System (CAS) digitalization will be made compulsory in

all metro cities and thus it is clear thatAirtel Digital TV has a good opportunity for their market

share expansion. Airtel Digital TV must concentrate more on their After Sale service and

Promotional Strategy. Airtel Digital TV also poor in counter advertisement. There is also lack of

customer awareness in market. Improving upon this parameters Airtel Digital TV have a great

market scope in future.

http://www.indiantelevision.com/mam/headlines/y2k10/june/junemam74.php


http://www.pluggd.in/dth-industry-in-india-analysis-297

http://www.airtel.in/digitaltv/aboutas

Bibliography

Books, Magazines & News Papers

Marketing Management – Kotler Philip, Pearson education publication,13thedition Marketing Management – Ramaswamy V.S., MACMILLAN Publication,4th edition Times of India Business Line

Websites http://www.airtel.in/digitaltv/aboutas http://www.sundirect.in http://www.dishtv.in http://www.pluggd.in/dth-industry-in-india-analysis-297 http://www.indiantelevision.com http://www.mumbaispace.com/dth/airtel-dth.htm http://www.indiantelevision.com/mam/headlines/y2k10/june/junemam74.php

ANNEXURE 1

Dealer name:-………………………………………

Address:-…………………………………………….

1) Do you keep DTH? If no then give reason?

Yes No

………………………………………………………………………………………………………

……………………………………..

2) Do you keep Airtel DTH? Specify volume?If no then specify reason?

Yes NO

………………………………………………………………………………………………………

………………………………………

3) Other than Airtel which companies DTH you keep? Specify volume?

Dish TV Tata Sky Airtel TV Big TV Videocon TV Sun TV

4) Which company has highest sale in last month? Give rank?


5) Which company provide you best service? Give rank?


6) Which company gives you more profit margins?


7) Which company gives you incentives for Target?


8) Which companies brand customers ask for?


9) Does Airtelcompany provide any promoter to your shop?

Yes NO

10) Does Airtel provide you promotional tools such as Hoardings, Pamphlets, Demo, and canopy?

Yes NO

11) Are you satisfied with your distributor service?

Yes NO

12) How frequently sales person of Airtel visit your shop?

Daily Weekly monthly Quarterly Yearly

13) Dou you keep AirtelDTH recharge? If no, then specify reason?

Yes NO

………………………………………………………………………………………………………

………………………………………….

ANNEXURE 2

Existing Airtel Customer

1) Are you getting what company committed to you ?YesNo

2) Which recharge option you opt?OnlineOffline

3) To whom you approach if any Problem occure?Call centreRetailerFriendsNeighbor

4) Which service or Pack you are using?SD HD HD RECORDERVALUE ECONOMY ALTRA MEGA MAGNUM

5) Are you using Interactive and Movie on Demand service?Yes No

6) Give your opinion on following parameter ?

Parametor Very good good neutral poor Very poorPicture qualityRecharge availabilityAfter and before sales service

Cable Users

1) Since how long you have been using cable TV?Past 6 months 6 months to 1 year 1 to 3 years more than 3 years

2) How much do you pay for monthly cable?Upto Rs 150 Rs 151-Rs 225 Rs 226-Rs 325 Rs 326-Rs 400 above Rs 400

3) Do you get all your required channels from your cable operator?YesNo

4) If answer to Q3 is no, then what reason does your cable operator gives for not providing the required channel?

5) From the list provided below which DTH players are you aware of?Dish TV Tata Sky Airtel TV Big TV Videocon TV

Sun TV

6) Are you satisfied with the services of your cable operator?Yes No

7) Would you like to change from your cable operator to any of DTH players?Yes No

8) If answer to Q7 is yes, then which DTH provider would you like to change?Dish TV Tata Sky Airtel TV Big TV Videocon TV

Sun TV

chapter 1

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