Indian DTH Market Forecast to 2012

Indian DTH Market Forecast to 2012

The Indian Direct-To-Home (DTH) TV industry has been growing at rapid pace since the inception of commercial services in 2003 on the back of huge investments by the existing and new players. The DTH industry has defied the global trend of economic crisis and posted significant growth in 2008.

The DTH market has been able to acquire around 18 Million subscribers over the past six years. With the entry of new players, the number of DTH subscribers has witnessed a steady growth as the competition in the market increased and people have a wide range of options to choose from according to their requirements.

Thanks to the superior audio and video quality, the DTH services are now in a position to attract a large number of subscribers. As per our new research report “Indian DTH Market Forecast to 2012”, the number of DTH subscribers is projected to grow at a CAGR of around 28% during 2010-2012. Presently, the DTH subscribers constitute only a small proportion of the total TV household in the country, representing a vast future growth potential.

Currently, the Indian DTH market is being served by six private players - Dish TV, Tata Sky, Sun Direct, Big TV, Airtel’ Digital TV and Videocon D2H. For the purpose of research, we have not included Doordarshan which is a free DTH service provider.

The report also highlights certain key marketing strategies which could serve as a benchmark for the anticipated future growth in the Indian DTH market. It will help clients to recognize/identify the factors that will drive the country’s DTH market. The report gives an insight into the prevailing key trends and developments contributing positively to enhance the number of subscribers.

The report also contains comprehensive information about all the DTH service providers in India, with focus on in-depth analysis of their strengths and weaknesses. It also explains the reason why all the incumbent players have been investing huge amount in the promotion and marketing of DTH services in the country. Besides, we have analyzed the Indian consumer behavior and elaborated various factors which will enable people to switch to DTH in the near future.

Table of Contents

1. Analyst View
2. Research Methodology
3. India: Direct-to-Home (DTH) Market Overview
4. Key Market Trends
4.1 Technological Innovations
4.2 Wide Customer Choice
4.3 Intensifying Competition
4.4 Introduction of CAS
4.5 Availability of High End TVs
5. Industry Outlook To 2012
5.1 Subscribers
5.2 Operators
5.3 Service Revenues
5.4 Set-top Box
6. Price Sensitivity Analysis
7. Marketing Strategies
8. Regulation Issues
8.1 QOS
8.2 Tariffs
8.3 Technical Standards and Other Obligations
8.4 Prospects for Foreign Investors
9. Other Technology Options
10. Key Players Analysis
10.1 Dish TV
10.2 TATA SKY
10.3 Big TV
10.4 Sun Direct
10.5 Airtel Digital TV
10.6 Videocon D2H

List of Figures

Figure 3-1: Number of TV Households (Million), 2008-2012
Figure 3-2: Forecast for TV Households by Service (%), 2012
Figure 5-1: Number of DTH Subscribers (Million), 2008-2012
Figure 5-2: Forecast for DTH Subscribers by Urban/Rural Divide (%), 2012
Figure 5-3: DTH Subscribers by Operator (%), 2009
Figure 5-4: DTH Subscribers Service Revenue (Billion INR), 2009-2012

List of Tables

Table 10-1: Dish TV - Strengths & Weaknesses 38
Table 10-2: TATA SKY - Strengths & Weaknesses 40
Table 10-3: Big TV - Strengths & Weaknesses 41
Table 10-4: Sun Direct - Strengths & Weaknesses 42
Table 10-5: Airtel Digital TV - Strengths & Weaknesses 43
Table 10-6: Videocon D2H - Strengths & Weaknesses 44