The Increasing Competition in DTH Industry in India
Its been fiver years since the first DTH Service Dish TV was launched. Looking at India, Which is a huge market and has two big addiction , Movies and Cricket. In both the things TV Players and Important Role. Which resulted in companies making them to try their hands in DTH Industry. Now there are SIX main DTH Operators in the Market making a tough competition.
Internationally, there are only two big players, but if we talk about India, All the six companies are able two get enough subscribers, however, they are still struggling to make profit out of it and thus, looking for way to monetize their service.
All the Six DTH Companies are offering almost same number of Channels. Their main competition is in offering interactive services and offering new technology for better TV Watching Experience.
DishTV Being the oldest, has the most number of Subscribers in India, but still, want to give tough competition to other DTH Players in the Industry, and that was the reason they went for complete rebranding of their Product last month.
Salil Kapoor, Chief Operating Officer, DishTV says: “We have now moved into a six-player market. This brings in the need to differentiate ourselves from other brands. We felt DishTV needed a more emotional positioning. Positioning based on functional attributes alone is not sustainable because the competitors will soon have the same thing. The differentiator is the emotional connect, we will be the first to do this in the industry,” he added.
“I believe that DishTV is the leader in the industry, but nobody knew that. So our role was in the communication of that knowledge. Tomorrow’s brand will stand for the values they plant in people’s heads,” says Prasoon Joshi, McCannWorldgroup’s Executive Chairman for India and Regional Creative Director for the Asia-Pacific.
Tony D’Silva, Sun Direct’s Chief Operating Officer, says, “In the constantly changing viewership dynamics, to keep the viewers continuously happy we need to offer them new options. HD is another first from the Sun Direct stable. We believe HD is the future of television and as far as viewing is concerned, it is a visual delight.”
“There are 1.50 lakh HD TVs in the country. HD content is sure to expand with the growing sales of HDTVs in the country. By the end of the fiscal, we expect to be in at least 45,000-50,000 of the homes with HDTVs,” he added.
The company launched HD services and set-top boxes at a premium price range earlier in December, only a couple of weeks after DishTV rebranded itself. But according to D’Silva, HD is a premium product in the country and it is not a volume game.
“HD is targeted at the top end of the market. Though initially, our target audience will be premium users, with time it will keep expanding.
“Pricing has also been kept at a premium, but Sun Direct HD set-top boxes will be given free. Installation, activation and subscription charges for a year will be close to Rs 10,000,” said D’Silva.
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