Direct-to-Home (DTH) is a distribution platform for multichannel TV programs on KU band by using a satellite system which transmits signal directly to the subscriber's premises. Over the past few years, the DTH market has grown from a niche delivery mechanism to mainstream business. As the government is opening up the DTH sector, a handful of players have entered the market. DTH industry relies on three major supplies: Consumer Premise Equipment (CPE), comprising of the Satellite Dish, Set Top Box with Access Card, the Ku band transponders in the orbiting satellites and content.

The major players in DTH market in India are Dish TV, Tata Sky, Sun Direct, Big TV, Airtel Digital TV and Videocon D2H. Over the years, Dish TV has been the market leader of DTH market followed by Tata Sky. The number of DTH subscribers has been increasing continuously. Digital technology holds around one fourth portion of the total television industry in which DTH occupies maximum share. Due to growing number of channels shifting to the digital platform, bargaining power of DTH providers has been increasing. For broadcasters also, the share of DTH in domestic pay revenue has been increasing. It is expected that DTH ARPU would continue to grow rapidly.

Report scope

This report delves into the segments of DTH market in India based on urban and rural segment, market dynamics including recent trends on the basis of content cost and programming cost, drivers which affect DTH market. Issues or challenges faced by DTH market of India have also been discussed. This report also provides a basic understanding about the competition prevailing among the existing players in DTH market. The report profiles the major companies, with a discussion of their key business strategies.

1. Direct-To-Home (DTH) Service

1.1 Introduction
1.2 Value Chain of Indian Television Industry

2. DTH Market in India

Segments of TV Industry
Analog & Digital
DTH Subscriber Base Growth
DTH ARPU Growth
Major DTH Providers
Market Share

3. Market Dynamics

3.1 Key Trends

3.1.1 Increase in DTH Share in Domestic Pay TV Revenues
3.1.2 Content Cost for DTH Providers
3.1.3 Decreasing Subscription Acquisition Cost of Dish TV
3.1.4 Decreasing Programming Cost of Dish TV

3.2 Growth Drivers

3.2.1 Increasing Digitalization
3.2.2 Growth in Number of Channels shifting to Digital platform

4. Key Issues

4.1 Quality of Service and Interconnection Issues
4.2 Issues Regarding Set Top Boxes
4.3 Entry Barriers in DTH Industry
4.4 Lack of Exclusive Content
4.5 Tariff Regulation

5. DTH Market - Competitive Landscape

Competitive Overview
Comparison of Major Competitors

6. Company Profiles

6.1 Dish TV

Company Overview
Business Strategies
Risk Management & Internal Control
Talent Management
Providing Efficient Services

6.2 Tata Sky

Company Overview
Business Strategies
Focus on Innovation
Technological Advancements
Making Services Affordable

6.3 Sun TV

Company Overview
Business Strategies
Emphasis on Human Resources
Risk Analysis & Management
Caters to Regional Preferences

6.4 Reliance Communication

Company Overview
Business Strategies
Technological Innovation
Employee Recognition

7. Market Outlook

7.1 Market Forecast

7.2 Forecast Methodology
7.2.1 Dependent and Independent Variables
7.2.2 Correlation Analysis
7.2.3 Regression Analysis

List of Charts

Benefits of DTH
Value Chain of Indian Television Industry
TV Penetration Comparison by Country (2010)
Indian C&S Subscription Revenue (2006-2015E)
Growth of DTH Subscribers in India (2006-2010)
DTH ARPU Comparison by Country (2010)
Pay TV Households- By Rural/Urban Segments (2010)
Subscribers of DTH by Service Provider (2010E)
Market Share of DTH by Provider (2009)
Market Share of DTH by Provider (2010E)
Breakdown of Television Industry by C&S & DTH Households (2010)
Breakdown of Television industry by Analog & Digital (2010)
DTH Share in Domestic Pay TV Revenues for Broadcasters (2006-2010)
Content Cost for DTH Providers (2008-2010)
Decreasing Subscription Acquisition Cost of Dish TV (2008-3Q11E)
Decreasing Programming Cost of Dish TV (1Q08-3Q11E)
Rising Use of Digitalisation (2008-2015E)
No. of Channels Shifting to Digital Platform (2002-2010)
Dish TV Subscriber Growth (2008-2014E)
Income of Dish TV (2007-2010)
Income of Sun TV (2005-2010)
Revenue of Reliance Communication (2007-2010)
Net Revenue of Reliance Communication-By Segments (2010)
Number of DTH Households in India (2009-2014E)
Dependent & Independent Variables (2006- 2010)
Correlation Matrix
Model Summary - Coefficient of Determination
Regression Coefficients Output

List of Tables

DTH Vs Digital Cable
Indian Media and Entertainment Industry (2006-2010E)
ARPU by Segment (2009-2014E)
Net Additions in No. of Subscribers by Provider (2008-2015E)
Launch of DTH by Different Service providers (2010)
Evolution of Subscription Plans, Monthly Tariff Plans (Dec 2009)
Evolution of Subscription Plans, Monthly Tariff Plans (Sep 2010)
Bouquet Offering across India (2010)