Page 1 of 4
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 04
April 2019
Available online: https://ejbss.org/ P a g e | 1177
Comparative Study between Tata Sky and Dish TV Services
1 M SULOCHANA ,MBA, Assistant Professor
2 N RAVITEJA , MBA
DEPARTMENT OF MBA
Dr. K.V. SUBBA REDDY INSTITUTE OF TECHNOLOGY,KURNOOL
ABSTRACT
This study is going to conduct with a view to
figure out Comparative study between Tata sky and
Dish TV. The study entitled “A Comparative study
between Tata sky and Dish TV Kurnool” is aimed to
analyze and interpret the strengths and weakness of
the company. The research methodology going to use
in this project is descriptive research. It is used to
find the facts of the company. Tools going to aid in
this project are questionnaires and interview method
to gather the information. The study includes –
customer’s satisfaction with Tata sky and Dish TV
services offered at company.
I. INTRODDUCTION
DTH services were first proposed in India
in1996. But they did not pass approval there were
concern over national security and a cultural
invasion. In 1997, the government even imposed a
ban when the Rupert Murdoch-owned Indian sky
broadcasting (ISkyB) was about to launch its DTH
services in India. Finally in 2000, DTH was allowed.
The new policy required all operators to set up earth
station in India within 12 month of getting a licence.
DTH licences in INDIA cost $2.14 million and will
be valid for 10years.
The companies offering DTH services will
have to have an India chief and foreign equity has- been capped at 49%. Today, broadcasters believe that
the market is ripe for DTH. The prices of the dish and
set –top box have come down signi9ficantly.overall
investment required in putting up a DTH
infrastructure has dropped and customers are also
reaping the benefit of more attractive tariffs. The
major thing that DTH operators are betting on is that
the service is coming at a time when the government
is pushing for CAS (conditional access system),
which will make cable television more expensive,
narrowing the tariff gap between DTH and cable.
Some of the features of DTH services are as
following:
DTH offers better quality picture than cable
TV.
DTH can reach remote areas where
terrestrial transmission and cable TV have
failed to penetrate.
DTH has also allows for interactive TV
service such as movie on demand internet
access, video conferencing and e-mail.
India currently has 6 major DTH service
providers and a total of over 5 million subscriber
Page 2 of 4
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 04
April 2019
Available online: https://ejbss.org/ P a g e | 1178
households. Out of these dish TV and Tata sky are
the main market holders.
Dish TV is India’s first private Indian
company to start direct to home DTH satellite
broadcast operations in the country. Dish TV’s DTH
services was hard launched in May 2005. It provides
multi-channel subscription television service and
interactive services. Its state of the art broadcasting
infrastructure is located at its facility in noida, near
Delhi, which is the nerve centre of DTH operations.
Dish TV has robust operating infrastructure, strong
content tie-up, established brand salience and backing
of a strong group.ASC Enterprises limited, now
renamed Dish TV India limited dish acquired the first
private sector license to operate DTH services in
India.
Where in the year 2004 Tata sky was
incorporated but was launched only in 2006. It is a
joint venture between the Tata group, that owns 80%
and star group that owns a 20% stake it currently
offers close to 196 channels ( as of December 2010 )
and some interactive ones this count includes some
numbers off HD channels offered by Tata sky ( as
Tata sky-HD) and interactive services also.
DTH means Direct-To-Home. It typically refers
to "reception of satellite programs with a personal
dish in an individual home"1. Exhibit 1 shows the
functioning of the DTH.
DTH can reach remote areas as it does not
require intermediate step of cable operator and the
cable wires. Signals come directly from the satellite
to the DTH dish. With DTH a user can scan almost
800 channels1!
DTH subscribers in Indian market at the end of
2011 were almost 44.4 million. As per MPA (Media
Partners Asia), this is equivalent to 25-30 per cent
average market share. Dish TV leads the market with
28.2% market share, followed by Tata Sky (19%)2.
OBJECTIVES OF THE STUDY
The objective of the research is to conduct a
study between two leading DTH (direct to home)
service providers, in order to collect information
about DTH TV &TATA SKY being the landing DTH
service providers in the city.
1. To study the performances of Tata sky
over dish TV.
2. To analyse Competitive strategies of
Tata sky and Dish TV.
3. To compare Promotional schemes
offered by the companies.
4. To analyse Tariffs offered by the
companies.
5. To know Customer feedback about the
companies.
II. RESEARCH METHODOLOGY
he present study is an exploratory research in nature.
The descriptive research technique is used for
describing the present comparative scenario between
Tata sky and Dish TV. The core objective of this
research is to critically analyse the performance of
Tata sky over Dish TV.
There was a problem loading this page. Retrying...
Page 3 of 4
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 04
April 2019
Available online: https://ejbss.org/ P a g e | 1179
Sources of Data:
For the present study, the data has been collect from
both primary and secondary sources. The primary
data has been collect by administrating a well- designed structured questionnaire and personal
interviews in Kurnool City. The secondary data is
from Internet, books, research articles, survey
reports, newsletters, various journals and magazines.
Sampling Size: 100
Sampling Population: The sample universe is the
customers in Kurnool City.
Sampling Technique: The sampling method adopted
for this study is non-probability convenience
sampling method to collect the data from the
customers.
Statistical tools and techniques
The present study is a qualitative analysis of the
responses and results based on scheduled interviews
with customers. The collected data is to analyses and
interpret based on Weighted Averages, Mean and
Correlation coefficient analysis with the aid of SPSS- 20 Version.
III. Customer Base
Tata Sky- The company is outperforming its
competitors by improving its rural base. Its daily
recharge pack of Rs 8 instantly became popular
among the low-income customers and areas where
power cut has always remained a big hiccup. Apart
from that, the company has partnered with Shemaroo
to tickle the funny bone among the people. Priced at
Rs 59, the company offers classic comedy shows to
the viewers like Ye JO Zindagi, Office Office and
Zabaan Sambhalke, etc. The company is also trying
to create a system through which its viewers can
make the payment through their mobile phones using
the QR codes.
Dish TV- Once the biggest player in the market has
now partnered itself with the Videocon to give a cut- throat competition. Earlier the company launched
various initiatives for its urban subscribers like "HD
for all" to pave the way into the Indian households.
Airtel- The company has partnered with the e- commerce giant Amazon.com to offer one-year free
of cost subscription to its postpaid subscribers. It has
even ventured into internet TV set box for the next
generation customers.
Verdict- Every DTH service provider has a different
customer base. While for the rural customers, Tata
Sky remains the best option and for the urban
customers who want a lot of offers in their kitty and
dozens of TV channels for the entertainment, can opt
for Dish TV and people who are internet savvy
should go for Airtel TV. Airtel TV has just 354
channels in its catalogue so you can't expect much of
entertainment here.
IV. CONCLUSION
It’s a well known for that no business can
exist without customers. The present study reveals
the facts about Tata sky DTH than Dish TV. Most of
There was a problem loading this page. Retrying...
