Good Morning

PresentationOn

Advertising Strategies of Electronic Industry (DTH)

Guided By: Submitted by:Dr. Sachin Rai Sonam, Swati.

Varsha, Vidyut. Vinay & Vijendra.

Welcome’s U All in theWorld Of Electronic Industry…

Facts related With Indian Electronic Industry Market share.

One of the major importer of electronic material, components and finished equipments.

In the case of exports, the largest share was taken by electronic components, with 47% of total electronic exports. Exports of electronic components have grown at a CAGR of 25% in the last five.

In the last four years, production of computers has grown at a compounded annual growth rate (CAGR) of 31%, the highest among the various electronic products in India. This has been followed by communication and broadcast equipment (25%), strategic electronics (20%) and industrial electronics (17%).

Break Up Of Electronic Industry

Consumer Electronic

31%

Computers19%

Communication & Broad

casting14%

Strategic Electronic

7%

Components13%

Industrial & others16%

Consumer Electronic

Computers

Communication & BroadcastingStrategic Electronic

Components

Industrial & others

Growth Rate Computer – 31% C&B – 25% Strategic electronic – 20% Industrial electronic – 17%

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.

DTH Services in Indian Market?• Idea was 1st proposed in 1996, but they did not pass approval because

there were concerns over national security and a cultural invasion.

• Govt. putted a ban 1997 when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India.

• Passed approval in 2000 but the signals can be transmitted through Indian

satellite.

• Cost and validity period of DTH license.

• Law imposed on DTH service providers(51:49).

• Share of DTH Services in Indian market in India is less then 5%.

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 DISH 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.

DISH TV EDGE

• Going the DTH way has a lot of benefits. You are automatically upgraded to a host of world class features that makes television viewing a pleasurable experience. Have a look at some of the key add on benefits that dishtv brings to your home.

• Digital Picture Quality.

• Sterephonic Sound.

• Geographic Mobility.

• Uninterrupted Viewing.  

• Capacity up to 400 Channels   

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

PRICING• Dishtv provides you with a range of

price offers & schemes, giving you the power to choose from 200 plus channels and services. Whats more, dishtv offers you set top box Free with Rs. 4290 offer. dishtv allows you to choose from a range of packages specific to your needs and pocket.

• Dish Maxi & Maxi Plus offer  

• Dish Happy Home Offer

• Hattrick offer .

• Dish Multi-TV Pricing   

COST EFFECTIVE SOLUTIONMDU

VALUE ADDED SERVICES• Movie On Demand. • Gaming

• Astro Active

• Sports Active

• News Active

• EPG

• Multilingual Services

• Other Active Services

KEY INITIATIVES• Brand

• Distribution

• Product

• Technology And Innovation

• Subscribers Services

• Organization And Infrastructure

• Future Forecast

• SMS 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.

Mode of Payments.

• Cheque.• Credit card.• Itz cash card.• Cash deposit.

• 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 and only FTA

Direct-To-Home (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 flourishingIndustry 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

Competition is good!• 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 LIMITSKY IS THE LIMIT• Advertising strategiesAdvertising strategies• PricingPricing• Promotional activitiesPromotional activities