TATA SKY

By: Vishal Pushkar Sneha Rajan

ContentsWhat is DTHHistory of DTH IndustryDTH operators in IndiaAbout Tata skyMarketing StrategiesMarket MixDifferent channel packages/add on packagesRoad aheadEfforts of Tata Sky

What is DTH ?

DTH (direct to home) refers to satellite television broadcasts intended for home reception

DTH is a satellite television broadcast that is delivered by the means of communications with satellite & received by a satellite dish & set-top box

History Of DTH IndustryDTH services were introduced in India in early of 2000DD direct plus was India’s first & only DTH service that was

launched in December 2004 and there is no subscription charges for customers

DD direct plus offered all doordarshan & several private channels that are FTA(free to air)

Dish TV DTH services were launched in 2005 by Essel GroupIn Dec 2007 SUN Direct DTH was launched this was

followed by launch of Reliance Big TV & Airtel Digital TV in 2008

DTH Operators In India

Company Launch Year

Subscribers

Channels Technology

Dish TV 2005 4.8 182 MPEG-2

Tata Sky 2006 3.2 160 MPEG-2

SUN Direct 2007 2.3 164 MPEG-4

Big TV 2008 1.5 153 MPEG-4

Airtel Digital TV

2008 0.5 138 MPEG-4

About Tata SkyTata sky was launched in aug 2006 Tata sky was one of the leading players in

Indian DTH(direct to home ) industryTata company offered around 170 channels

on entertainment, sports, movies, music, news etc along with it’s interactive services & channel packages

Tata sky launched Tata sky+ in October 2008, a premium set top box

Tata sky+ allow customers to record, pause & to rewind live TV programs

The First AttractionTata sky Ltd. In March 2009, the Indian DTH

service provider announced a special offer for those customers who are booking Tata Nano car

Tata Sky provided offer for customers who had already booked a Tata Nano car can avail a 20% discount on new Tata Sky connection

Marketing strategiesTata sky offered a variety of channel

packages, so that customers could select their favorite channels and pay only for those they want to watch

Tata Sky launched several advt. campaigns & television commercials to support its product launch

Tata sky also taken source of outdoor, radio, net advt

Tata sky opted Amir khan like film personalities as their brand ambassador to promote & communicate their slogan “Is Ko Laga Dala To Life Jinga La La”

Market Mix Tata Sky Mainly Emphasized all the four P’s

of marketing i.e. Product,Price,Place & Promotion

Tata Company made efforts to offer a better products & services at an affordable prices to customers

Tata company made efforts to establish a presence across India by developing a vast distribution network & by adopting a marketing strategy for the value proposition of it’s product and services offerings to the customers.

Product & ServicesTata sky offered the DTH services based on

three c’s i.e. Choice, Control & ConvenienceTata sky offered customers many channels

with “DVD picture quality & cd sound quality”.

Tata sky offered customers “Program Schedulers for all channels & Reminders for Favorite programs”.

Tata sky also provided interactive services including “Active Cooking, Learning, Darshan, Showcase etc.

Idiot Turns Useful Active Mall Active Wiz kids Active Stories Active Learning Active Topper Active Games Active Darshan Active Sports Active Matrimony, etc…

Different Channel PackagesChannel Packages

Base Packages

Super Hit Pack (60 Channels)

South Starter Pack(76 Channels)

Super Value Pack (99 Channels)

Super Saver Pack (124 channels)

South Saver Pack (110 Channels)

South Value Pack (96 Channels)

South Jumbo Pack (139 Channels)

Add on packages

Fun Learning Pack (5 Channels)

Lifestyle Gold Pack (16 Channels)

Lifestyle Bonanza Pack (4 Channels)

Sports Gold Pack (2 Channels)

Sports Platinum Pack (3 Channels)

ESPN & Star Sports Pack(2 Channel)

Sports Bonanza Pack (6 Channels)

A Ls Carte Channels (Ten sports, STAR cricket etc.)

DistributionTata sky Had a vast distribution network across

the country to sell its set-top box & prepaid recharge vouchers.

To buy Tata sky consumers had various options1. Authorized dealer2. Through Online3. Contact customer Care(Free home delivery)

Revenue of Tata Sky

Helping HandsTata sky For Rural consumers

Tata Sky for Urban Customers

1. ITC’s E- Choupal BY Croma Electronic center

2.ITC”s international business division

TATA indicom outlets

3 Godrej(aadhar) ,& IOC Pantaloon Retail in A, B grade cities.

The Road Ahead Tata sky received an ISO 27001:2005 in

march 2009, the provides guidance & proper maintenance of an Information security Management system

The corporate goal of company to increase it’s subscriber’s from 1 to 2 million every year to make profit