Dth-final-1225472548893760-9
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Presentation On Advertising Strategies of DTH By- Swapnil A-1632
Welcome’s U All in the World Of DTH Industry…
WAR IN SKY DIRECT TO HOME
What Is DTH? DTH stands for Direct-To-Home television. A wireless digital audio / video service is delivered through satellite.
Terms Related to DTH Service. Digital Decoder (commonly known as set top box) . Viewing Card. DTH operator.
Why DTH not Cable? • • • • • • • • • •
Proper payment. Digital quality picture. Value added services. Better coverage. N no. of channels. Radio facility. Movable. Channel lock facility. Less wiring. No dependency on cable operator.
PLAYER’S IN D.T.H
• DISH T.V • TATA SKY • BIG T.V • SUN DIRECT
• D.D. DIRECT
ABOUT D ISH TV •
India’s first DTH service provider.
•
Launched in the year Oct 2003.
•
Partnership with the Essel group & Zee TV.
•
CEO- Arun Kapoor.
•
Having 35000 outlets & 2.0 millions subscriber all over in India.
•
Brand Ambassador- Mr. Shahrukh khan.
•
Tag line- “Dish karo wish karo”.
•
Offical partner- Indian Cricket League.
PACKAGES • • • • • • • • • • •
Dish Maxi Plus Dish Maxi Dish Welcome Dish Freedom Plus Silver Pack Dish Multi TV Dish Mini Dish A La Carte Channel Preview New Channel Exclusive Channels
VALUE ADDED SERVICES •
Movie On Demand.
•
Gaming
•
Astro Active
•
Sports Active
•
News Active
•
EPG
•
Multilingual Services
•
Other Active Services
Dish TV-2008 • • • • • • • • • • • • •
Dishtv launches Active Astro service Dishtv Announces Matrimonial Service “Shaadi Active” South HATTRICK OFFER NDTV Imagine now available on dishtv 9X available on dishtv Dishtv appoints Vinay Agarwal as New CEO ESPN Sports bonanza offer Set Top Box free offer IPL Pack launch Tie-up with NewsX 3 million subscriber base Dishtv Board of director approved rights issue Future Group Mkt tie-up
Mode of Advertising • • • • • • • • • •
Newspapers. Magazines. Canope. Electronic Media. Own Channel. Banners. Hoardings. Direct Mail. Mobiles. Catelouge.
•
Rs 16000-crore regional Tamil language Indian cable television network based in Chennai,Tamilnadu
•
Established in 1993
•
DTH service started on 7th December,2007
•
Offers 20 television channels in four languages, generally targeting southern Indian viewers
•
80:20 joint venture between the Karunanidhi Maran family and the Astro Group of Malaysia
• • • • • • •
First one to adopt the advanced MPEG4 technology Better compression and signal quality First one ready to offer HD TV ( High definition ) content DVD quality entertainment at an affordable price Supported by Irdeto's conditional access solution Channels in other languages also Large footprint/coverage
• 1.4 million subscribers in south India making it the largest and most popular DTH service provider in south India • Expect to reach 3 million plus subscribers in the southern region by the end of this fiscal
• • • • • • •
Tamil Channels Malayalam Channels Telugu Channels Kannada Channels Music Channels Movie Channels Doordarshan Channels • FM Channels
• News Channels • English [General Entertainment] • Hindi [General Entertainment] • Regional [General Entertainment] • Devotional Channels
• Minimum Subscription for any package is 3 months. To avail any New Package the basic package must be active for minimum of the same period. • 20 add on packages ranging between Rs.10 to Rs.115 per month in North India • Offers a basic package of over 130 + channels for a reasonable introductory offer of Rs.999( 10 months subscription) along with free Dish and Set top box and Rs 1000 towards installation charges
• As a part of expansion plans, the company plans to invest around Rs. 150 crore for marketing • Ready to offer High Definition Television (HDTV) • Have now launched their operations in Punjab, Himachal Pradesh, Haryana and Jammu & Kashmir
Official Website Of BIG TV
Reliance Big TV DTH Service •
Official launch on August 19th in Mumbai.
•
Plans to launch “Big TV DTH” service across India in 6,500 town.
•
Provide 250 TV channels and 16 on demand movies at an attractive price.
•
Selected as the official DTH partner for Indian Premier League form for the next 4 years.
•
At present 50,000 subscribers-35,000 in Mumbai & expects around 60 million by 2015.
•
Big TV looking to capture 40 per cent of the market share within one year
Continue… • Bangalore was chosen as backup site for Big TV. • Big TV is planning to launch "Experience counters" at their retail outlets. • Big TV planning to acquire more than 5 lakh customers within 6 months of commercial launch through 700 distributors and 1,20,000 retail outlets and spend more than Rs. 2,000 cr in the next 2 years.
BIG TV Edges •
Provides MPEG-4 quality channels for better viewing experience.
•
Lowest tariff offers.
•
Niche foreign channels for high end customers which are not provided by current DTH service operators.
•
Provide 200 TV channels in the initial stage.
•
12 satellite transponders.
•
Set top boxes will have Digital Video Recording facility.
•
Easy programming guide & 24x7 Customer Service.
•
Interactive services & Parental control.
Offers and Advantages •
Rs 1,000 installation charges including STB (Set Top Box).
•
Cheapest package starts at Rs 100.
•
Provide 20 movies a week & radio station.
•
“Mozit” technology- 12 channel previews at one time.
•
Attractive packages in alliance with LCD TV manufacturers.
•
Multichannel previews per screen & Personalized top 10 channel list.
•
Launching offer.
Brand Ambassador Of BIG TV Bollywood star Abhishek Bachchan is the brand ambassador.
Packages Offered • Popular Pack • Premium Pack • South Premium Pack • MAX Pack • South MAX Pack • Regional Pack
Promotional Offers • Price of Big TV set top box: Rs 1,000- 1,200. • Subscription package: Rs 200- 300. • Aggressive and attractive offers like free STB and LCD+ Big TV etc. Complete channel package may available at around Rs 250. • The company has planned 10,000 hoardings, 15,000 television advertising spots, 20,000 radio spots and 500 newspaper inserts. • Cross-bundling with Big Cinemas and Adlabs
Continue…. • Launched a scheme for Reliance Energy customers • Packages for 1.6 million PCO owners • Likely to bundle offers like discounts on 26-inch LCD television sets along with its subscription. • Plans for the launch of its digital video recorder (DVR)-mid October
About DD Direct+ • DD DIRECT+ is India's first Direct-ToHome (DTH) Service from Prasar Bharti. • Launched in India on16th Dec.04. • The prime duty • Network of more than transmitters spread throughout the country.
Continue…. • Doordarshan has also come up with an alternative to get the required reach with an alternate technology option “Ku-band broadcasting” which is envisaged for the coverage of remaining population
Why DD Direct: • • • • • •
FAT DTH service provider. Offering bouquet of 50 channels. Cheap and affordable. Radio channels can also be listened. Better picture quality. High coverage.
DTH: A flourishing Industry in India • The DTH market today is less than 5% of the total TV market. • Populated by 4 players • Expected players • 6 million DTH market –double with reliance entry. • Players reach • New DTH brand • India's pay TV market 137mn -2012 • DTH subscribers base-38mn-2012
• Airtel and Videocon DTH launch in September -. Big TV has start its DTH operations from August 15 while Airtel and Videocon may launch their DTH services in September • Indian DTH players: 1. Dish TV: Largest private DTH player. 2. Tata Sky: More than 2 million customers. 3. DD Direct: Free service. 4. Sun Direct: Strong player in South India. 5. Big Digital TV (Reliance Communications): Big expectations. 6. Airtel Digital TV: It will be launched in September. 7. Videocon DTH: It may be launched in October.
Bollywood war on DTH turf • Indian DTH players are depending on Bollywood stars to build their brand image among Indian viewers • • • • •
Tata sky-A.K. Dish TV-SRK Big TV-A.B. Sun direct D2H(videocon) or airtel bharti
Market positions
2nd
3rd
Technology
MPEG-2
MPEG-2
MPEG-4
Channels
180
140
250
Subscribers
2.0mn
1.5mn
50000
Outlets
35000
35000
1 lakh
Radio
yes
no
no
Towns covered
4400
3500
6500
Exclusive Channels
32
6
6
Active Darshans
No
Yes
No
Payments
Itz Cards
Own Vouchers
Strengths For Future • • • •
High growth chances. Foreign technology. Standard product. Active news, active cooking, active learning. • Language option. • Bargaining prices
SKY IS THE LIMIT • Advertising strategies • Pricing • Promotional activities
Welcome’s U All in the World Of DTH Industry…
WAR IN SKY DIRECT TO HOME
What Is DTH? DTH stands for Direct-To-Home television. A wireless digital audio / video service is delivered through satellite.
Terms Related to DTH Service. Digital Decoder (commonly known as set top box) . Viewing Card. DTH operator.
Why DTH not Cable? • • • • • • • • • •
Proper payment. Digital quality picture. Value added services. Better coverage. N no. of channels. Radio facility. Movable. Channel lock facility. Less wiring. No dependency on cable operator.
PLAYER’S IN D.T.H
• DISH T.V • TATA SKY • BIG T.V • SUN DIRECT
• D.D. DIRECT
ABOUT D ISH TV •
India’s first DTH service provider.
•
Launched in the year Oct 2003.
•
Partnership with the Essel group & Zee TV.
•
CEO- Arun Kapoor.
•
Having 35000 outlets & 2.0 millions subscriber all over in India.
•
Brand Ambassador- Mr. Shahrukh khan.
•
Tag line- “Dish karo wish karo”.
•
Offical partner- Indian Cricket League.
PACKAGES • • • • • • • • • • •
Dish Maxi Plus Dish Maxi Dish Welcome Dish Freedom Plus Silver Pack Dish Multi TV Dish Mini Dish A La Carte Channel Preview New Channel Exclusive Channels
VALUE ADDED SERVICES •
Movie On Demand.
•
Gaming
•
Astro Active
•
Sports Active
•
News Active
•
EPG
•
Multilingual Services
•
Other Active Services
Dish TV-2008 • • • • • • • • • • • • •
Dishtv launches Active Astro service Dishtv Announces Matrimonial Service “Shaadi Active” South HATTRICK OFFER NDTV Imagine now available on dishtv 9X available on dishtv Dishtv appoints Vinay Agarwal as New CEO ESPN Sports bonanza offer Set Top Box free offer IPL Pack launch Tie-up with NewsX 3 million subscriber base Dishtv Board of director approved rights issue Future Group Mkt tie-up
Mode of Advertising • • • • • • • • • •
Newspapers. Magazines. Canope. Electronic Media. Own Channel. Banners. Hoardings. Direct Mail. Mobiles. Catelouge.
•
Rs 16000-crore regional Tamil language Indian cable television network based in Chennai,Tamilnadu
•
Established in 1993
•
DTH service started on 7th December,2007
•
Offers 20 television channels in four languages, generally targeting southern Indian viewers
•
80:20 joint venture between the Karunanidhi Maran family and the Astro Group of Malaysia
• • • • • • •
First one to adopt the advanced MPEG4 technology Better compression and signal quality First one ready to offer HD TV ( High definition ) content DVD quality entertainment at an affordable price Supported by Irdeto's conditional access solution Channels in other languages also Large footprint/coverage
• 1.4 million subscribers in south India making it the largest and most popular DTH service provider in south India • Expect to reach 3 million plus subscribers in the southern region by the end of this fiscal
• • • • • • •
Tamil Channels Malayalam Channels Telugu Channels Kannada Channels Music Channels Movie Channels Doordarshan Channels • FM Channels
• News Channels • English [General Entertainment] • Hindi [General Entertainment] • Regional [General Entertainment] • Devotional Channels
• Minimum Subscription for any package is 3 months. To avail any New Package the basic package must be active for minimum of the same period. • 20 add on packages ranging between Rs.10 to Rs.115 per month in North India • Offers a basic package of over 130 + channels for a reasonable introductory offer of Rs.999( 10 months subscription) along with free Dish and Set top box and Rs 1000 towards installation charges
• As a part of expansion plans, the company plans to invest around Rs. 150 crore for marketing • Ready to offer High Definition Television (HDTV) • Have now launched their operations in Punjab, Himachal Pradesh, Haryana and Jammu & Kashmir
Official Website Of BIG TV
Reliance Big TV DTH Service •
Official launch on August 19th in Mumbai.
•
Plans to launch “Big TV DTH” service across India in 6,500 town.
•
Provide 250 TV channels and 16 on demand movies at an attractive price.
•
Selected as the official DTH partner for Indian Premier League form for the next 4 years.
•
At present 50,000 subscribers-35,000 in Mumbai & expects around 60 million by 2015.
•
Big TV looking to capture 40 per cent of the market share within one year
Continue… • Bangalore was chosen as backup site for Big TV. • Big TV is planning to launch "Experience counters" at their retail outlets. • Big TV planning to acquire more than 5 lakh customers within 6 months of commercial launch through 700 distributors and 1,20,000 retail outlets and spend more than Rs. 2,000 cr in the next 2 years.
BIG TV Edges •
Provides MPEG-4 quality channels for better viewing experience.
•
Lowest tariff offers.
•
Niche foreign channels for high end customers which are not provided by current DTH service operators.
•
Provide 200 TV channels in the initial stage.
•
12 satellite transponders.
•
Set top boxes will have Digital Video Recording facility.
•
Easy programming guide & 24x7 Customer Service.
•
Interactive services & Parental control.
Offers and Advantages •
Rs 1,000 installation charges including STB (Set Top Box).
•
Cheapest package starts at Rs 100.
•
Provide 20 movies a week & radio station.
•
“Mozit” technology- 12 channel previews at one time.
•
Attractive packages in alliance with LCD TV manufacturers.
•
Multichannel previews per screen & Personalized top 10 channel list.
•
Launching offer.
Brand Ambassador Of BIG TV Bollywood star Abhishek Bachchan is the brand ambassador.
Packages Offered • Popular Pack • Premium Pack • South Premium Pack • MAX Pack • South MAX Pack • Regional Pack
Promotional Offers • Price of Big TV set top box: Rs 1,000- 1,200. • Subscription package: Rs 200- 300. • Aggressive and attractive offers like free STB and LCD+ Big TV etc. Complete channel package may available at around Rs 250. • The company has planned 10,000 hoardings, 15,000 television advertising spots, 20,000 radio spots and 500 newspaper inserts. • Cross-bundling with Big Cinemas and Adlabs
Continue…. • Launched a scheme for Reliance Energy customers • Packages for 1.6 million PCO owners • Likely to bundle offers like discounts on 26-inch LCD television sets along with its subscription. • Plans for the launch of its digital video recorder (DVR)-mid October
About DD Direct+ • DD DIRECT+ is India's first Direct-ToHome (DTH) Service from Prasar Bharti. • Launched in India on16th Dec.04. • The prime duty • Network of more than transmitters spread throughout the country.
Continue…. • Doordarshan has also come up with an alternative to get the required reach with an alternate technology option “Ku-band broadcasting” which is envisaged for the coverage of remaining population
Why DD Direct: • • • • • •
FAT DTH service provider. Offering bouquet of 50 channels. Cheap and affordable. Radio channels can also be listened. Better picture quality. High coverage.
DTH: A flourishing Industry in India • The DTH market today is less than 5% of the total TV market. • Populated by 4 players • Expected players • 6 million DTH market –double with reliance entry. • Players reach • New DTH brand • India's pay TV market 137mn -2012 • DTH subscribers base-38mn-2012
• Airtel and Videocon DTH launch in September -. Big TV has start its DTH operations from August 15 while Airtel and Videocon may launch their DTH services in September • Indian DTH players: 1. Dish TV: Largest private DTH player. 2. Tata Sky: More than 2 million customers. 3. DD Direct: Free service. 4. Sun Direct: Strong player in South India. 5. Big Digital TV (Reliance Communications): Big expectations. 6. Airtel Digital TV: It will be launched in September. 7. Videocon DTH: It may be launched in October.
Bollywood war on DTH turf • Indian DTH players are depending on Bollywood stars to build their brand image among Indian viewers • • • • •
Tata sky-A.K. Dish TV-SRK Big TV-A.B. Sun direct D2H(videocon) or airtel bharti
Market positions
2nd
3rd
Technology
MPEG-2
MPEG-2
MPEG-4
Channels
180
140
250
Subscribers
2.0mn
1.5mn
50000
Outlets
35000
35000
1 lakh
Radio
yes
no
no
Towns covered
4400
3500
6500
Exclusive Channels
32
6
6
Active Darshans
No
Yes
No
Payments
Itz Cards
Own Vouchers
Strengths For Future • • • •
High growth chances. Foreign technology. Standard product. Active news, active cooking, active learning. • Language option. • Bargaining prices
SKY IS THE LIMIT • Advertising strategies • Pricing • Promotional activities
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