CHAPTER-2

COMPANY PROFILE
 Dish TV Profile

Dish TV is India’s first private Indian company to start Direct to Home (DTH) satellite

broadcast operations in the country. Dish TV’s DTH services was hard launched in May

2005. It provides multi-channel subscription television service and interactive services. Its

state of the art broadcasting infrastructure is located at its facility in Noida, near Delhi, which

is the nerve centre of DTH operations. Dish TV has robust operating infrastructure, strong

content tie-up, established brand salience and backing of a strong group.

ASC Enterprises Limited, now renamed Dish TV India Limited (Dish) acquired the first

private sector license to operate DTH services in India. Dish was a wholly owned company of

Mr. Subhash Chandra and family, promoters of Zee Entertainment Enterprises Limited (Zee),

formerly known as Zee Telefilms Limited. Under a scheme of restructuring approved by

shareholders of Zee, all DTH related assets in Zee have been transferred to Dish and in

return, Zee shareholders will get 57% ownership of Dish. Restructuring initiated to integrate

operations in Dish and to overcome regulatory restrictions, which prevents Zee from owning

the DTH license.

Shareholders can now participate in the growth of DTH business. Move will unlock

shareholder value. As part of this scheme of arrangement, Dish would get listed in India.

Demerger is completed and listing expected by end of Mar-2007.

DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Zee

Entertainment Enterprises. Dish TV is on the same satellite where DD Direct+ is. Dish TV

was only DTH operator in India to carry the two Turner channels Turner Classic
Movies and Boomerang. Both the channels were removed from the platform due to unknown

reasons in March 2009.

Dish TV is a DTH satellite television provider in India, using MPEG-2 digital compression

technology, transmitting using NSS Satellite at 95.0. Dish TV’s managing director and Head

of Business is Jawahar Goel who is also the promoter of Essel Group and is also the President

of Indian Broadcasting Foundation. July 19, 2010 – Dish TV India Limited (Dish TV) today

announced the appointment of Mr. R.C. Venkateish as the CEO of the company.

Satellite link

Dish TV uses NSS-6 to broadcast its programmes. NSS-6 was launched on 17 December,

2002 by European-based satellite provider, NewSkies. Dish TV hopped on to NSS-6 from an

INSAT satellite in July 2004. The change in the satellite was to increase the channel offering

as NSS 6 offered more transponder capacity.

NSS-6 is a communications satellite owned by SES WORLD SKIES. NSS-6 covers the

whole of Asia with six high-performance Ku band beams, which can deliver broadband media

to small businesses, ISPs or domestic rooftop antennas in those markets. The satellite delivers

Direct-To-Home power and performance, as well as significant inter-regional connectivity.

High-gain uplink performance (i.e. high receiver G/T figures) allows the use of small uplink

antennas and/or amplifiers.

Dish TV uses NSS-6 to broadcast its programmes. NSS-6 was launched on 17th December,

2002 by European-based satellite provider, New Skies (one of the only four fixed satellite

communications companies with truly global satellite coverage)

Dish TV - India's first KU-band DTH entertainment service, hopped on to NSS-6 from an

INSAT satellite in July 2004. The change in the satellite was to increase the channel offering

as NSS 6 offered more transponder capacity.

Salient Features of NSS-6

1. Versatile Ku-band and Ka-beams can be easily cross-strapped or interconnected, offering

enhanced connectivity throughout Asia with complete access to Europe and the United States

through New Skies’ global network.

2. Higher transmission power enables customers to use smaller antennas (75-90cm) or obtain

higher throughput with existing antennas.

3. NSS 6 is also equipped with extra on-board redundancy for critical units, minimizing risk

of single-point failure throughout the projected 14-year operational life of the satellite.

4. Ideally suited for DTH and emerging broadband applications.

Transponder & Capacity

Satellite TV and radio channels are transmitted back to earth via a transponder on a satellite.

NSS-6 dish TV’s service satellite has more than 60 high-power 36 MHz -equivalent Ku-band

transponders that are tailored towards direct-to-home (DTH) and multimedia services.

Additionally, up to 15 highly linear zed transponders can be assigned to each of the six beams
to respond to changing market demand. Each Ku-band beam is formed by an independent

high-gain antenna system, offering 51-53 dBW in key markets.

Technology Used

(Moving Picture Experts Group) MPEG-2 is a standard for "the generic coding of moving

pictures and associated audio information". It describes a combination of lousy video

compression and lousy audio data compression methods which permit storage and

transmission of movies using currently available storage media and transmission bandwidth.

MPEG-2 is widely used as the format of digital television signals that are broad- cast

by terrestrial (over-the-air), cable, and direct broadcast satellite TV systems. It also specifies

the format of movies and other programs that are distributed on DVD and similar discs. As

such, TV stations, TV receivers, DVD players, and other equipment are often designed to this

standard. MPEG-2 was the second of several standards developed by the Moving Pictures

Expert Group (MPEG) and is an international standard (ISO/IEC 13818). Parts 1 and 2 of

MPEG-2 were developed in a joint collaborative team with ITU-T, and they have a respective

catalogue number in the ITU-T Recommendation Series.

While MPEG-2 is the core of most digital television and DVD formats, it does not

completely specify them. Regional institutions can adapt it to their needs by restricting and

augmenting aspects of the standard. See Profiles and Levels.

Key People

Mr. JAWAHAR GOEL (Managing Director & Head of Business)

TARIFF DISH TV

Base pack

All new and improved Dish TV packages are here to give you best entertainment at

unmatched prices! Keeping in mind the varied needs of our diverse subscribers we have

redesigned our packages for a joyous and wholesome viewing experience.

Packages in North and South of India have the right mix of Hindi, English, International and

Regional channels so that your entertainment gets complete, in true sense.

Child pack
Dish TV on Computer

DISH TV bring to you yet another first in its bouquet of services - DISH TV on Computer'.

'DISH TV on Computer' is the first of its kind in India, by making your computer double up

as a television it gives you 'LIVE DIGITAL TV' right on your workstation. You also get an

added benefit, the set top box comes with a dual advantage – it works with your computer

AND your TV.

Advantages:

The dish antenna is installed at an appropriate location on the roof (terrace / balcony or

suitable location). It is connected to the Set Top Box (STB) through a cable which in turn is

linked to the computer television set.

Then the Viewing Card is inserted into a slot in the STB.

The encrypted signals are received from the satellite on the dish antenna and are transmitted

to the STB. The viewing card decodes these signals.

Interactive Services

MOVIE ON DEMAND

Now you get to make your own movie show timings. Watch the latest blockbusters anytime

of the day that you choose. Go on, stars are now on demand, bring them home when you

want! Tune in now and change the way you watch movies forever!

GAMING

With dish TV’s 24x7 gaming portal, games active, don’t just watch TV. Start playing on it.

SHAADI ACTIVE

Find your matrimonial match on TV!

Content partner – [Link], India’s largest matrimonial service

Search from thousands of profiles, updated every week

Profile search based on Age, Religion and Mother Tongue

JOB ACTIVE

Find the right job for you, on your TV!

Content partner – [Link], the world’s largest jobs portal

Search from thousands of jobs, updated every week

Profile search based on Functional Area, Experience and Location

TRAVEL ACTIVE

Content partner – [Link], India’s leading travel portal

Search from the best holiday packages and hotels across the country

Refreshed regularly

Search holiday packages from 10 destinations per Indian zone, and hotels from 14 select

cities across the country

Suits all budgets and all price points

ICICI ACTIVE

Now get information on exciting new offers from ICICI Bank, Safe Banking Tips for safer

and secure banking, updates on investment options, NFO launches, Fixed Deposit and

Recurring Deposit Rates at a single push of button on your remote!

BHAKTI ACTIVE

Watch live Gurbani from bangle Sahib and Nanded Sahib, Sai Baba Aarti from shirdi &

ganesh aarti from siddhi vinayak, Seva from Tirupati Balaji, Ganga Aarti from Haridwar and

Bhasm Aarti of Mahakal from Ujjain.

CINEMA ACTIVE

Content partner – Fun Cinemas, India’s leading multiplex chain provides a listing of the

complete movie schedule of all Fun Cinemas screens –nationwide. A handy tele-booking

number and online booking id, for instant booking. The data will be updated every week,

with the change of schedule on cinemas.

MUSIC ON DEMAND

Introducing MOD Non-Stop! A monthly pack in which you can enjoy 16 Bollywood

blockbusters at just Rs. 30 per month. That’s less than Rs. 2 per movie.

It’s like watching a movie in a multiplex – in digital quality with just one interval in the

entire movie.

R. C. Venkateish Joins as CEO of Dish TV India Limited

Dish TV India Limited (Dish TV) announced the appointment of Mr. R.C. Venkateish as the

CEO of the company. Bringing with him a wealth of more than 27 years’ experience, of

which 12 years have been in senior international positions, Venkateish has worked with

global brands like Smithkline Beecham, Nestle India, Gillette, Kellogg India and ESPN Star

Sports. Prior to joining Dish TV, Venkateish was the Managing Director India and South

Asia for ESPN Star Sports and was responsible for business operations in these regions. He
brings along with him a successful track record in turning around businesses and improving

operating performances while re-defining the business process for winning brands like Oral-

B, Kellogg’s etc. Venkateish holds a Bachelor of Electrical Engineering degree from IIT –

Madras and a Master’s in Business Administration from the Indian Institute of Management,

Calcutta. Mr. Jawahar Goel, Managing Director, Dish TV India Limited, while welcoming

Venkateish on board said, “Venkateish has had a an excellent track record while heading

leading brands, his experience gives him a well seasoned perspective which perfectly

complements Dish TV’s needs as a rapidly growing company with the highest market share.

I am confident in his abilities to enable Dish TV to take the next big leap.

Reliability

Dish TV and content protection provider Conax further their long-term partnership. Part of

Essel Group Venture, Dish TV is India’s largest and fastest growing DTH platform -

experiencing exceptional growth since launch of its DTH operations in 2004. Renowned for

its unique security record, content security provider Conax has provided the platform with

smart cards for 7 years. To date, Dish TV has demonstrated a significant impact on the Indian

market with 8.9 million Conax smart cards. Dish TV is market leader in the highly

competitive Indian pay-TV market, both in size and scale of growth.

“Together with our long-term content protection partner Conax, Dish TV is setting DTH

standard in Indian market, says Mr. Rajiv Khattar, President of Projects, Dish TV. Conax

continues to provide Dish TV with seamless cooperation and the core business benefits

necessary to even further develop and manage the highly successful Dish TV platform;

reliability, dependability and the trustworthiness.”

In Delhi for the contract signing, Conax CEO, Berit Svendsen, said “Dish TV is a market

leader and highly innovative DTH operator. Conax is pleased to continue our long-standing

partnership providing Dish TV with world-class content protection and the flexibility needed

for bundling the best products and services for sustaining and growing a successful operation.

Conax provides Dish TV with full operational security as well as renowned Conax

fingerprinting and chipset pairing technology.”

Dish TV provides subscribers with the next level of entertainment with futuristic features,

such as EPG (Electronic Programme Guide), parental lock, games, 268 channels, interactive

TV and movie on demand. Conax provides the content security necessary to ensure

operational success.

Communication & Marketing strategy

• Positioning: “Don’t be Santusht with cable tv; Thoda aur wish karo.. DISH karo”

• Use brand ambassador extensively to convey brand image

Advertising & Marketing Strategy Dish Tv
1. Segmentation: Launch as per area, region, geographical location etc.

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

3. Price Benefits and Advantage

4. Be attractive with new advertising and new promotional offers at festival seasons
5. Create Word of mouth publicity
6. 360 degree approach
7. TVC, Print, Radio, outdoor, point of sale etc.
8. Reinforcing attributes of the brand and reiterate it’s positioning
9. Emotional Appeal

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”.

The latest 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
Discount Schemes for quarterly/ half yearly/ yearly plans

Recharge Card from “Itz” Promotion campaign

 Benefit of choice

Media Planning

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.
 TATA Company Profile

The Tata Group is an Indian multinational conglomerate company headquartered in Mumbai,

India. In terms of market capitalization and revenues, Tata Group is the largest private

corporate group in India. It has interest in steel, automobiles, information technology,

communication, power, tea and hospitality. The Tata Group has operations in more than 80

countries across six continents and its companies export products and services to 80 nations.

The Tata Group comprises 114 companies and subsidiaries in seven business sectors.

In the year 2004 Tata Sky was incorporated but was launched only in 2006. It is a joint

venture between the Tata Group, that owns 80% and STAR Group that owns a 20% stake It

currently offers close to 196 channels (as of December 2010) and some interactive ones; this

count includes some numbers off HD channels offered by Tata Sky (as Tata Sky - HD) and

interactive services also. The company uses the Sky brand owned by British Sky

Broadcasting

In October 2008, Tata Sky announced launching of DVR service Tata Sky+ ( Tata Sky+ is a

premium set-top box-cum-Personal Video Recorder or even known as DVR Digital Video

Recorder that allows recording up to 130 hours of live TV, recording one programme while

watching another, pause, fast-forward and rewind a live telecast and review a TV programme.

Also Tata Sky+ provides service using MPEG-4 digital compression technology) which

allowed 90 hours of recording in a MPEG-4 compatible Set Top Box. The remote is provided

with playback control keys and is being sold with special offers for existing subscribers.
In 2008, Singapore-based Temasek Holdings picked up 10% stake in Tata Sky from the Tata

Group. This has diluted Tata's stake in the venture to 75%. STAR’s parent company, News

Corporation, owns an International group of DTH businesses that include Sky Italia in Italy

and Foxtel in Australia.

Tata Sky's MD & CEO Vikram Kaushik .Vikram Kaushik has more than 30 years experience

in consumer sales and marketing. He worked for some of India’s largest international

companies, and has participated in their operations in Asia, Europe and the US.

Tata Sky HD

Tata Sky HD was launched on June 14, 2010, and has channels in their native resolution of

1080i or 720p. The STB is compatible with 5.1 CH surround sound as well. The service

currently offers four HD channels - National Geographic Channel HD, Discovery HD,

Showcase HD (Pay Per View), Star Plus HD (upscaled SD channel) and Neo Cricket HD

(Event Based). More channels such as Star Movies HD and other popular sports channels in

HD format are expected to be added soon.

Satellite used

INSAT-4A

Launched in December 2005 by the European Ariane launch vehicle, INSAT-4A is

positioned at 83 degree East longitude along with INSAT-2E and INSAT-3B. It carries 12

Ku-band 36 MHz bandwidth transponders employing 140 W TWTAs to provide an EIRP of

52 dBW at the edge of coverage polygon with footprint covering Indian main land and 12 C-
band 36 MHz bandwidth transponders provide an EIRP of 39 dBW at the edge of coverage

with expanded radiation patterns encompassing Indian geographical boundary, area beyond

India in southeast and northwest regions.. Tata Sky, a joint venture between the TATA

Group and STAR uses INSAT-4A for distributing their Direct to Home Digital Television

services across India

Technology Used

(Moving Picture Experts Group) MPEG-2 is a standard for "the generic coding of moving

pictures and associated audio information". It describes a combination of lousy video

compression and lousy audio data compression methods which permit storage and

transmission of movies using currently available storage media and transmission bandwidth.

MPEG-2 is widely used as the format of digital television signals that are broadcast

by terrestrial (over-the-air), cable, and direct broadcast satellite TV systems. It also specifies

the format of movies and other programs that are distributed on DVD and similar discs. As

such, TV stations, TV receivers, DVD players, and other equipment are often designed to this

standard. MPEG-2 was the second of several standards developed by the Moving Pictures

Expert Group (MPEG) and is an international standard (ISO/IEC 13818). Parts 1 and 2 of

MPEG-2 were developed in a joint collaborative team with ITU-T, and they have a respective

catalogue number in the ITU-T Recommendation Series.

While MPEG-2 is the core of most digital television and DVD formats, it does not

completely specify them. Regional institutions can adapt it to their needs by restricting and

augmenting aspects of the standard. See Profiles and Levels.

DISTRIBUTION CHANNEL BY TATA SKY

First DTH Company having ISO 27001:2005 accreditation

In March 2009, Tata Sky became the first Indian direct-to-home (DTH) service provider to

be awarded the ISO 27001:2005 accreditation, the benchmark for information security. ISO

27001:2005 is an international standard that provides specifications and guidance for the

establishment and proper maintenance of an Information Security Management System

(ISMS). The assessment for the certification was conducted by Intertek Systems

Certification, the management systems business unit of Intertek Group. This certification

confirms that every transaction carried out through Tata Sky’s IT systems is highly secure.
INVESTMENT BY TATA

Escalating competition in the direct-to-home (DTH) market has pushed up the project cost of

Tata Sky, the joint venture between the Tata group and global media baron Rupert Murdoch's

Star India, by a third. From the initially envisaged Rs 3,000 crore, Tata Sky's project cost has

moved up to Rs 4,000 crore.

HEADQUATER TATA SKY

3rd Floor, Bombay Dyeing AO building, P B Marg, Worli, Mumbai, India

KEY PEOPLE

Mr. Vikram Kaushik (Managing Director and CEO)

Vikram Kaushik is one of the most fashionable CEOs in the media business. The cut of his

suit and the colour coordination of his shirts and ties are always perfect. A self-confessed

shopaholic, Kaushik has the air of an elegant, somewhat fastidious, gentleman about town

Harit Nagpal of Vodafone to take over as Tata Sky MD

Tata Sky on Monday said that Harit Nagpal of Vodafone would succeed Vikram Kaushik as

its Managing Director as the latter would retire on December 31. "Vikram Kaushik,

Managing Director of Tata Sky Limited, will retire on December 31, 2010. Kaushik will be

succeeded by Harit Nagpal, who is currently the Group Marketing Director, Vodafone, plc," a

press release issued here stated. Kaushik has led the company since its inception in 2004 and

under his leadership Tata Sky has emerged as the leading DTH brand in the country, it said.

Nagpal will join the company in August 2010 in order to facilitate a smooth transition at Tata
Sky, the release said. Nagpal comes with 25-years experience of which nine-years have been

with Vodafone. Tata Sky Ltd is a JV between the Tata group and STAR and offers

subscribers over 191 channels and interactive services in DVD quality picture and CD quality

sound.

Brand ambassador Tata Sky Ltd., the JV between the TATA Group and STAR, has signed

Aamir Khan, one of India’s highly acclaimed actors, as a brand ambassador. Aamir Khan is

the highest-paid brand ambassador today.

BRAND AMBASSADOR - TATA SKY

Aamir Khan, one of India’s highly acclaimed actors, as a brand ambassador. Aamir Khan is

the highest-paid brand ambassador today. His contract with Tata sky is for

[Link] about Aamir Khan as the brand ambassador for Tata Sky, Mr. Vikram

Kaushik, CEO & Managing Director, Tata Sky Ltd. said, “Aamir makes a perfect fit with

the Tata Sky brand values of trust, high-quality entertainment and innovation. As our brand

ambassador, he will be instrumental in communicating the benefits of Tata Sky to consumers

across the country. It is our privilege to be associated with an actor of the highest calibre and

excellent standing in the entertainment industry.”

Aamir Khan will feature across all Tata Sky brand and product communication including

advertisements on TV, Print, Outdoor, Radio and other mediums.

Commenting on his association with Tata Sky, Aamir said, “I am delighted to be associated

with Tata Sky. Since its launch, Tata Sky has redefined television viewing in India and I am

proud to be associated with a brand that epitomizes continued innovation and excellence in

home entertainment.”
 INTERACTIVE CHANNELS

Active English

This service will help housewives improve their English conversational skills, vocabulary and

pronunciation from the comfort of their homes, at a time most convenient to them. With

Active English, they can learn how to converse confidently in English in day to day situations

like PTA meetings, malls, banks etc. and many more. The medium of instruction for this

service is Hindi. Lessons learnt through the week can be revised on weekends. The content

for this service is provided by British Council.

Active Mall

Now, you can buy electronic appliances, household goods and even mobile ringtones &

wallpapers, at the press of a button! That’s right, with Active Mall on Tata Sky you can shop

from the comfort of your home at a time most convenient to you. Avail of attractive prices on

all products

Active Wiz kids

Designed specifically for preschoolers, Active Wiz kids is a television based service that aims

to continue a child’s learning process at home through a host of fun learning games, rhymes

and art & craft activities. Now children can also enjoy their favourite Disney characters

Active Stories

A television based story book that children can read and listen to at their own pace. The

service features new stories in English and Hindi everyday from the likes of Panchatantra,

Jataka Tales and Hitopadesh. Now children can also enjoy their favourite Disney characters

like Mickey Mouse, Cinderella, Aladdin, Winnie the Pooh and more on Active Stories. You
will now be able to listen to your favourite stories in six languages - English, Hindi, Tamil,

Telugu, Bengali and Marathi

Active Learning

Active Learning powered by Encyclopaedia Britannica is a quiz based service aimed at

children in the age group of 7-12 years. Through daily quizzes and interesting sections like

‘Did You Know’ and ‘This Day in History’, the service aims at improving a child’s general

knowledge.

Active Cooking

On Active Cooking you can get your favourite recipe when you want at the press of a button.

The service features 9 new and easy-to-cook recipes daily, from master chefs across the

country including Sanjeev Kapoor. Also, get a new handy kitchen tip every day.

Active Darshan

Shirdi Saibaba/Iskcon/Siddhi Vinayak/Kashi Vishwanath/SVBC)( Get darshan of the

ISKCON temple, Juhu and the Shirdi Sai Baba temple on your television, throughout the day.

This new service is brought to you in partnership with STAR News.

Active Games

On active games there are lot many options of games to choose from.

Actve Doordarshan

DD Gujarati/ DD Saptagiri/ DD Punjabi/ DD Kashir

Actve Star News

Control how and when you want to watch the news. Go directly to: headlines, top stories,

features.

TARIFF - TATA SKY

Tata Sky presents you with 'TruChoice Packages' - a new set of channel packages that lets

you choose the channel package you like!

Subscribe to the Annual Mega Pack or decide on one of the Popular Packs and then choose

any or all the Optional & Regional packages you want to watch. You can also watch

blockbuster movies on Showcase that can be ordered with any of the Packs. Get the best of

entertainment right at your home in three simple steps.

Tata sky in headlines

The company said that its “first-of-its-kind, no conditions apply” offer will redefine the DTH

landscape in the country. It surely would, as Tata Sky has slashed the price of its set-top box

by almost 40 per cent to Rs 999. Competitors provide set-top boxes at Rs 1,400 to Rs 1,800.

Tata Sky is convinced it has taken the right path and its pricing strategy isn’t something that

it has adopted for the first time. “We were the first to break the Rs 100 price barrier in

packaging; first to introduce HD service at an unimaginable price point and now, the first to

provide a world-class quality DTH service at an affordable price point. Our service will now

be affordable for consumers across all strata of the society,” says Vikram Mehra, chief

marketing officer, Tata Sky. The company claims a subscriber base of 5.5 million, making it

the third largest DTH player.

Mehra also says reducing the price of hardware does not mean the company, a joint venture

between Tata Sons and News Corporation, will reduce the price of channel packs as well.

The company has left the minimum subscription charges unchanged at Rs 160 per month.

He is banking on a huge increase in subscription to the DTH provider’s value-added

services. Interactive services like ACTIVE English and ACTIVE Cooking, for which the

operator charges Rs 30 per application, have more subscribers in Tier II and Tier III cities

than in urban areas. “With our differentiated content, we will continue to earn sizeable

revenue than competition.

TATA SKY launches Active Games

In a bid to make your TV the new playground, Tata Sky Ltd in association with Hungama

Game Studio has launched its gaming service - Actve Games. The service aims at providing

over 50 different games throughout the year on Tata Sky Actve Platform, with at least 6 of
them to be enjoyed daily. The games will cater to all age groups across multiple genres such

as sports, action, adventure, arcade, cards and racing, among others. Tata Sky will constantly

update the catalogue for its growing subscriber base of over 6 million connections.

“The most exciting of these games is the exclusive Yuvraaj Singh Cricket Championship

game,” said Vikram Mehra, CMO, Tata Sky, adding, “At present the games offered on most

DTH platforms are quite basic. Tata Sky, however, is introducing a completely new breed of

TV gaming on its Actve Games platform. This opens up a huge market not only in larger

cities, but also in the Tier II-Tier III cities and small towns. With DTH gaining a very strong

foothold into the Indian pay-TV market, gaming could be the next big step after education.”

Commenting on the partnership, Neeraj Roy, managing director and chief executive officer

of Hungama Digital Media Entertainment Pvt Ltd, said, “The concept of gaming has caught

up well in India and is gaining rapid pace. The worldwide gaming market is expected to reach

$42 billion by 2010, growing at a CAGR of nearly 18 percent over 2006-2010. At Hungama

Game Studio we have created a bouquet of games that are engaging and addictive for the

average gaming enthusiast. Since the launch, the Actve Games pack has been getting an

overwhelming response and with the availability of fresh content every week, we at Hungama

Game Studio hope to provide them with the ultimate gaming experience in the comfort of

their own home.”

The DTH market in India is relatively nascent, but is getting crowded very quickly and holds

high potential for growth. The future of competition in the DTH market is not going to be in

the core DTH service or the subscription cost, but the quality of the value added services the

provider offers its customers.

Tata Sky crosses six million subscriber mark Sept 30, 2010

We have received tremendous response from the market and have crossed six million

subscribers. We are poised for further growth in the coming months, especially on the back of

interactive services that we have launched," Tata Sky Chief Marketing Officer Vikram Mehra

told reporters.

850 schools use Tata Sky Actve Education

Tata Sky has added a new lingo to our everyday conversation-isko laga dala toh life

jhingalala. Launched in August 2006, the country's second-largest DTH service provider has

already crossed the 5.5 million subscriber mark. Beaming over 200 channels, the DTH major

has five call centres, which take calls in 11 languages. Vikram Kaushik, MD & CEO of Tata

Sky, spoke to ET on a range of issues faced by the DTH industry. Excerpts:

Soon cable operators will have to shift to the digital system. Do you see any threat to DTH

from alternative technologies such as digital cable and IPTV?

In a large geographical country like India, DTH is the most preferred and affordable

proposition as compared to IPTV and cable. It can reach any geographical location with the

same picture quality and sound and at the same price. IPTV has other challenges relating to

the last-mile connectivity and the overall cost of access for average consumers. This will take

some time to become feasible. If digital cable is to expand, then the consumer proposition has

to be competitive versus DTH, both in terms of price, line-up, VAS as well as customer

service.

TRAI has said that all addressable systems including DTH will have to offer television

channels a-la-carte to the consumers.

It's a tall order. It has not been tried in any other country. The change will require huge re-

engineering of back-end systems and large investments too. We will try to meet the
requirement, but it's extremely challenging. The multiplicity of choice will also have

implications for bandwidth.

Tata Sky to add 3.5 mn more subscribers by 2012

Direct-to-Home (DTH) service operator Tata Sky today said it would add 3.5 million more

subscribers by 2012 and focus on adding customer-oriented innovative applications.

"Currently, we have 4.5 million subscribers and we are aiming to achieve total subscriber

base of 8 million by 2012," company Chief Marketing Officer Vikram Mehra told reporters

here.

Bullish about the growth of DTH industry in the country, Mehra said DTH subscribers in the

country are expected to be in the range of 40-45 million in next three years.

Tata Sky, a joint venture between Tata Group and Star, also announced the launch of 'Active'

English-- an innovative program aimed at enhancing conversational skills among Indian

housewives.

"We always focus on giving maximum value to our customers by way of introducing more

innovative services which are even not available globally and also having wide array of

channels and programmes.

Tata Sky enhances VAS, offers flower delivery

Direct-to-home services provider Tata Sky has partnered renowned chef Sanjeev Kapoor and

florist chain Ferns 'N' Petals to strengthen its value-added services portfolio.

While Sanjeev Kapoor's recipes would be a part of Tata Sky's Active Cooking service, Ferns

'N' Petals would offer flower delivery service across the country.
"We have tied up with Sanjeev Kapoor to showcase his recipes on our Active Cooking

channel. Also, we have partnered with Ferns 'N' Petals, who would deliver the flowers and

cakes across the country," Tata Sky Chief Marketing Officer Vikram Mehra said. He declined

to comment on the revenue potential of the services.

The user needs to choose flowers or cakes which have product codes and SMS the code to the

company and a representative would call back to take the delivery details, Mehta added.

Tata Sky is also looking at enriching its offerings for the kid’s genre with the summer

vacations starting and has introduced offerings like puzzles, games and content like Hannah

Montana.

Tata Sky to launch voice activated service

Tata Sky on Tuesday announced the launch of Interactive Voice Response (IVR) application

being used exclusively by it at its call centre facilitates to support the huge demand from its

subscribers this festive season.

Tata Sky is launching this application in association with Ubona Technologies, a press

release issued here said.

"The introduction of Ubona not just increases the efficiency of service by automating it, but

also gives our customer care executives valuable time to service other critical calls," Tata

Sky's Chief Marketing Officer, Vikram Mehra, said.

Currently, this feature is rolled out in all 3 call centre locations of Tata Sky (Chandigarh,

Pune and Hyderabad) and is supported in the English language. Several Indian languages,

including Hindi, are proposed to be added shortly.

Tata Sky launches PVR technology

Tata Sky, a joint venture between the Tata Group and Star, is eyeing an 8-million subscribers

by FY'2012, a top company official said. "We are looking for at least 8 million connections

by FY' 12 from the present 2 million subscribers in direct-to-home (DTH) space," Tata Sky

Managing Director & CEO Vikram Kaushik told reporters here on Tuesday after launching

Tata Sky, a new-age service that uses the breakthrough personal video recorder (PVR)

technology. "We have created a record of 2 million subscribers in 20 months. The total DTH

subscriber base is estimated at 6-million," Kaushik said. Tata Sky would be the first to bring

this technology in India. PVR allows subscribers to save a particular content airing on one

channel, while watching another. The subscriber can view the saved content as per his/her

convenience later on. "PVR technology will not only help our subscribers to time-shift their

TV-viewing with the record and playback features, but also give them the convenience to

enjoy uninterrupted TV with the pause and rewind live TV features," Kaushik said. The DTH

service provider aims to position this service as a premium offering and it would be rolled-

out in a phased manner across the country. The set top boxes for PVR are expected to be

priced at Rs 8,999. However, it will be offered to the existing Tata Sky subscribers at

discounted rates.
TATA SKY PROMOTIONAL CAMPAIGNS

Brand Ambassador promoting Tata Sky+

Recently launched Tata Sky Plus which uses the personal video recording (PVR)
technology that allows consumers to record live. It is available at a price of Rs.
8999/-
Brand Ambassador promoting interactive services from Tata Sky, i.e.

Tata Active
Roadside promotional campaigns from Tata Sky
Picture above is among the most recent campaigns from Tata Sky

Advertisement for choice of packages

Installation service from Tata Sky

Promotional Banners from Tata Sky

 Tata Sky’s sentimental promotional campaign

Actve Games from Tata Sky, an interactive channel for kids

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

Tata Sky- an overview

Most Wanted Features

 Reminder for favourite program

 On demand Movies

 Live Record / Pause / Rewind

 People want to add internet services as add on service.

 80% of the customers are satisfied by the DTH services (Tata Sky).

Problems faced by the Customers

 Some channels do not have good reception

 After sales service – customer care service

 Remote is not of good quality

 Hidden charges – free to air channels

 Packages are not so good and attractive

 Sometimes poor quality of signal

 Reasons for its Failure

 Bad Customer care

 Bad Reception of Some Channels

 Less advertisement in initial stage

 Less variety of channel packages

 Failure of Telecommunication Network

Reasons for its Success

 Introduction of new and unique features

 Introduction of schemes

 Improvement in picture and sound quality

 Better customer care service than before

 Appointed Amir Khan in his advertisement

 Easy availability or Good distribution network.

Recommendation

 They should improve their customer care.

 They should use more advanced technology for the improvement of the picture

quality.

 They should review their packages and launch some economical packages for middle

class people.

 They should introduce new schemes to attract customers.

 They should introduce new services like internet which will make them unique in

their category.

 They should find new ways to advertise their product.