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An in-depth study of the Direct-to-Home (DTH) industry in India, covering its history, technology, service processes, industry life cycle, revenue and cost structures, and the impact of political, economic, social, and technological factors. The study also evaluates key success factors, strategic factors, and industry analysis models such as the Five Force Model, BCG Matrix, and GE 9 Cell Matrix. It highlights driving forces, opportunities, threats, and strategic recommendations for industry players. It provides insights into the value chain analysis, SWOT analysis, and the Diamond Model.
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“An In – Depth Study Of DTH Industry In INDIA” Presented By: Ankit A. Modi (23) Bhavya Patel (90) Fahad Ramporia (46) Neha Pandya (83) Prashant Malvaniya (21)
Introduction • Definition “A digital satellite service that provides television services direct to subscribers anywhere in the country. Since it makes use of wireless technology, programs are sent to the subscriber's television direct from the satellite, eliminating the need for cables and any cable infrastructure.
Product History • Concept of satellite television started 64 years ago in the mind of Arthur C. Clark. • HBO moved first to satellite delivery of programming. • DTH Satellite receivers were developed in the Early 1980. • In 1981-85 dish fever grows faster in the world. • In India STAR TV initiated for DTH plans in 1997.
Substitutes of the product • Cable Operator • IPTV • (live television, time-shifted programming, and content on demand )
Product Technology and service processing • Television receive-only • Direct to home television • Programming • Broadcasting centers • Transmission • The Dish • The Receiver
Industry Life Cycle Source :TV VEOPAR JOURNAL/ April 2009/ Page No:40
Global Scenario Source: http://www.strategyr.com/DTH_Satellite_TV_Services_Market_Report.aspx
Indian DTH Industry • Permitted in 2000, Started in 2001. • Private Players entered in 2003 (Dish TV). • Current 7 players (1 Govt. + 6 Private). • Source : Business Standards, 9-11-2009.
Revenue Structure Source : ACCEQUITY
Cost Structure Source : ACCEQUITY
Political Factors (Here, Unfavorable-1 & Favorable-3) Weighted Average = (2*1+4*3)/ 6 =2.33 Thus the overall effect of Political factors on this industry is Favorable.
Economic Factors (Here, Unfavorable-1 & Favorable-3) Weighted Average = (1*1+5*3)/ 6 = 2.67 Thus the overall effect of economic factors on this industry is Favorable.
Social Factors (Here, Unfavorable-1 & Favorable-3) (Here, Unfavorable-1 & Favorable-3) Weighted Average = (1*2+5*3)/ 6 = 2.83 Thus the overall effect of Social factors on this industry is Favorable.
Technological Factors (Here, Unfavorable-1 & Favorable-3) Weighted Average = (1*2+6*3)/ 7 = 2.86 Thus the overall effect of Social factors on this industry is Favorable.
BCG Matrix Industry Growth Rate = 30%. Source: Business Standards, 9-11-2009.
Driving Forces • Internet technology applications • Long term industry growth • Product innovations • Technological changes • Regulatory influence • Changing societal concerns, attitude & lifestyles
Key Success Factors • Innovative Services • Innovative Marketing • Distribution • Technology
Strategic Factors • Exploit Bottlenecks • Move First • Exploit Market Niche
OT Analysis • Opportunities : • Huge Untapped market • Govt. in favors of industry • New products comes in the market • Company have own cable subscriber • Technology development and Innovative Services • Market developments • Geographical, export, import • Industry or lifestyle trends
Continue… • Threats: • switching cost • Government policy/regulations • IT developments • Competitor intentions • Seasonality, weather effects • Lack of possibility of growth