Indian DTH - AN OVERVIEW

 INDIAN DTH - AN OVERVIEW TO 2012

Introduction:

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. On analysis of “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.

By 2015, DTH will enjoy a market share of 40%, digital cable 40% and analog cable will follow with only 20% market share. The DTH service market in India has emerged as one of the most lucrative markets that have successfully

Sustained the impacts of the current economic slowdown. The slowdown, instead, proved a boon for the Indian DTH industry as people started to cut on their entertainment expenditure and instead of viewing movies at theatres, they prefer to stay at home with their television sets.

India has about 130 million TV homes of which, Cable & Satellite (C&S) services are present in 97 million (74%) of the home. The DTH market in India comprises 11% of the total market with almost 15 million homes. The DTH industry growth lagged to 10.3% in 2008 from 16.7% a year earlier. But industry players agree that the digitization drive is expanding by 35-40% annually. However, industry estimates DTH to touch 35-40 million subscribers by 2012, and that is the number that every DTH brand has set its sights on.

The anticipated growth to the efforts of DTH industry players who are all trying to lure viewers by cutting down prices as well as offering perquisites even though it translates into loss of Rs 1,600-2,000 on each new subscriber acquired

By them. They have started to offer a number of value-added services such as ‘movie on demand’, live recording of TV content, matrimonial matchmaking, etc.

Currently, the Indian DTH market is being served by seven private players – Doordarshan, Dish TV, Tata Sky, Sun Direct, Big TV, Airtel’ Digital TV and Videocon D2H. Doordarshan is free DTH service provider, which is run by the Indian government.

                                             

                                                                                         

 Growth Trajectory

Still, as DTH is still a relatively new category and most people are hesitant to experiment with it. It is therefore imperative for companies such as Tata Sky, Dish TV, and Reliance BIG TV to educate the consumers about the advantages of the service and in turn create an urge to invest

                                                                                    

Porter’s model is based on the insight that a corporate strategy should meet the opportunities and threats in the organization’s external environment. Especially, competitive strategy should be based on an understanding of industry structures and the way they change. Porter has identified five competitive forces that shape every industry and every market. These forces determine the intensity of competition and hence the profitability and attractiveness of an industry.

The Five Competitive Forces as applied to Direct to Home industry are described as follows:

Buyers: Bargaining power of buyers

With enough options to choose both from the point of alternate mediums like Cable, IPTV and Terrestrial broadcast and from the point of increasing DTH operators, the consumer is at his will to decide. Customers will continue to have a high bargaining power until DTH platforms try to differentiate them as superior players with better content and clarity.

Suppliers: Bargaining power of suppliers

DTH industry relies on three major supplies:

Customer Premise Equipment (CPE): It includes satellite dish, Set Top Box with the necessary Access card, the Ku band transponders in the orbiting satellites and content. With India overtaking Japan as Asia’s largest DTH, the bargaining power of Indian DTH operators with CPE supplies have increased. However, the availability of transponders is increasingly becoming difficult. The Ku band transponder is generally provided by Astrix, the commercial wing of ISRO either through its own satellites or by leasing transponders from suppliers. With only two domestic satellite launches between 2007 and 2010 and increasing DTH players, Astrix is in a better position to use DTH as its source of income for the next 5 to 10 years. In addition, the crash of INSAT 4C and NSS-8 has worsened the situation of DTH players. As there is not much of regulation particularly in terms of channel pricing, acquiring content from the broadcasters is also difficult. DTH vendors are at the mercy of the broadcasters.

Potential Entrants: Threat of new entrants

With already 7 players in the DTH space, threat of new entrants is relatively low. There is already enough competition which will discourage new firms to enter this business. While getting a license is relatively easy, the barriers to entry are high when it comes to pricing of CPE and getting the required transponders.

Substitutes: Threat of substitutes

DTH faces stiff competition from the terrestrial, cable and IPTV. As per the industry estimates, there are 130 million TV homes of which 97 million are served by cable and around 18million by DTH with the remaining taken by

terrestrial transmission.

Industry competitors: Segment rivalry

Ø      Presently as on 2010, these are the main DTH service providers in India:

Ø      DD Direct – state owned free service provider

Ø      Dish TV - owned by Essel Group, was the first commercial DTH service provider.

Ø      TATA Sky – owned by TATA group, largest DTH service provider presently in India

Ø      Sun Direct – owned by Sun group, primary focus is on low income groups and regional viewers

Ø      Reliance Big TV - Owned by Reliance group, new entrant into the market

Ø      Airtel Digital TV – Owned by Bharti group, recent entry to the DTH market with aggressive market strategies

Ø      Videocon D2H – Owned by the Videocon Group of companies, latest entry to the DTH market            

With 7 operational players, the segment rivalry is quite high. The competition from state owned DD-Direct to private players is negligible from the content point of view as the number of channels offered by DD-Direct is very limited. However, DD-Direct does not charge any monthly subscription fee which poses a threat to the private players. Between Dish TV and Tata Sky there is an intense rivalry exhibited by price wars and discount schemes offered to new connections. Being the first mover, Dish TV has price advantage in both the STB as well as

procuring the transponders. On the other hand, Tata Sky claims its STB having superior DVD quality video. There is also a competition at acquiring the content.

 Market Leader:

Dish TV India’s first DTH service provider launched in October 2003 is the market leader with 7 million subscribers. Dish TV continues to be a market leader with 32% market share in 7 player scenario on date, with sizeable sales and distribution infrastructure of over 650 distributors and 45,000 dealers across 6500 towns – once again, the largest in the category. This reach into far-flung markets enables building of a diverse subscriber base across consumer segments, which are supported by its rich content of regional channel offerings.

 Dish TV has maintained its leadership position through an improved market share of all DTH subscribers. New offers, extensive marketing campaigns have contributed to impressive subscriber acquisition and are committed to provide the best value to our customers and investors by enhancing operational efficiencies and by leveraging economies of scale.

Market challengers:

The gap between the leader and the challengers is decreasing because of the increasing competition and promotion strategy followed by each player.

TATA Sky

In the enormous consumer market like India, occasionally an opportunity arises that can create incredible growth and profit provided those who seek to capture it could move quickly enough. TATA wanted to capitalize on this opportunity, as there was currently only one player in the DTH market. It was the second Mover after Dish TV leveraging on brand TATA and high brand recall. Incorporated in 2004, Tata Sky is a JV between the TATA Group and STAR. Tata

Sky endeavors to offer Indian viewers an excellent television viewing experience through its satellite television service. The key business challenge in a country like India is meeting customer demands—which are very dynamic—

under the regulatory purview of the country.

Sun DIRECT

Sun Direct is the fastest growing DTH service provider having garnered over 5 million subscribers since its launch in December 2007 and aims to become one of the leading players in the DTH space. Sun Direct challenged the existing players by involving them in the price war by acting as a discounted brand. It started offering subscriptions at as low as Rs 99 to reach as much at the bottom of the market. The biggest differentiator for the brand is the pricing point which is lesser than the other brands.

The other point of differentiation is with regard to their distribution channels. It is available in most basic shops such as telephone booths, cycle repair shops and video parlors. Sun DTH was the first one to move into the MPEG4 league and soon after the PAN India HD, services were launched; Sun Direct started to roll out the HD service in India.

Market followers:

Reliance BIG TV/ Airtel Digital/Videocon d2h

The approach being followed is of Market Follower (as they are late entrant and their primary objective is to attract max subscribers in shortest span of time.

Consumer Behaviour Pattern:

Major Factors influencing the purchase decision of DTH are as below:

Ø      Price

Ø      Customer Service

Ø      Reception

Ø      Program choices

Ø      New Technology and

Ø      Technical Support      

Strategies to sustain in competitive growth market

Advertising & Promotion:

Indian TV channels broadcast 15.7-mn advertisement every year, which totals to 362-mn seconds of TV advertisement every year. India currently has over 400 channels.TV viewer ship has declined by 5% since 2001. TV broadcasters are expected to increase advertisement rate this year by 16-18%.

DTH industry uses different marketing strategies for promotion and sales of its products. It gives advertisements with their brand ambassadors, which attract customers, door to door selling, on the phone selling, discount and offer sales, packages, etc. Marketing practices is a continuous process as the competition keeps increasing among the players in the industry. Each player is investing lot of money in promoting there brands. Many players are making advertisement with movie actor and actress as brand ambassadors for their products because DTH is mainly considered with entertainment. Some of the companies like Tata sky is having Super Star Aamir khan as brand ambassador and Airtel is having many film stars like Kareena Kapoor, A.R. Rahman, Saif Ali khan, etc. Dish TV is also having Super Star Shahrukh khan as the brand ambassador. Sun direct, also use southern actress for their brand promotion.

Marketing practices are the decisions taken by the manufacturing company to increase sales, expand themselves into many areas etc. Successful marketing practices bring sale up, while unsuccessful marketing practices have no impact on sale or negatively impact sale. Marketing concepts specific to the industry is primarily targeted at a niche segment who buy the TV sets from the electronic retail chains.

Product Innovation

The concept of innovation in DTH industry is INCREMENTAL innovation; everything that is done is due to constant research of many marketing and analysts to bring many innovations to the existing products in the DTH industry.

Incremental innovation is the apt innovation, which is suitable, and all the DTH players are concentrating up on. This innovation makes the business to grow continuously and brings advantages to the customers using the products and the

service.

There are many sources of innovation for this industry as mentioned in the above, the technology and the people are the main sources for the innovation. Customer’s opinions and their needs can be served by providing a service, which is matching to their needs and requirements.

Digital TV, the DTH service from Airtel, has announced India’s first skin integration innovation on its EPG screen in partnership with Yahoo. Yahoo takes forward its latest brand campaign “YOU” in this first of its kind partnership where an online portal will use DTH as a medium to promote itself. The ‘Electronic Programming Guide’ screen on Airtel digital TV is now completely integrated with Yahoo India’s homepage. Customers will find a message ‘Fill your home page with all the things that make YOU’ when they log onto to the EPG screen. A prompting ‘Red Button’ will take them to a dedicated landing page that elaborates the offerings on Yahoo India’s new home page.

The ‘YOU’ campaign enables users to customize the home page as per their liking and empowers them with the choice to integrate social applications such as Facebook with their Yahoo homepage. Network Play, right from design elements to execution and thanks to Mindshare for buying into the idea and flawlessly helping people execute it, conceived this whole idea.

Tata Teleservices Limited has announced a technological breakthrough—a first-of-its-kind innovation in India with the launch of TATA Photon TV, a new application that allows Tata Photon Plus subscribers to watch live television channels on their laptops while on the move, and on their personal computers at home and in the office. The Photon TV service is exclusively available to Photon Plus users. “With its growing popularity, Photon Plus has caught the admiration of millions of users across the country, with its high-speed data access capabilities and the ease of mobility.

TATA Photon TV is a personal computer- and laptop-based video streaming application, which allows Tata Photon Plus users to view live TV feed from various sports, news, entertainment and regional channels, and to watch recorded TV shows from the library (viz Coffee with Karan, Zoom, Pogo, etc), movies, music and videos on demand.

Internet Browsing charges will be charged as per your Photon+ tariff plan and it would be applicable while viewing Photon TV. These charges would be over and above the subscription charges for the Photon TV. (Approximate data usage is 1-2MB per Min).

Rate of innovation in this sector is growing at a faster rate in the recent years where as it is not very impressive before this period. The reason for this is the fair competition between the all players in this DTH industry. It led to the development of new products in this sector which also led to the diversification of products as there is abolition of entry of foreign industries into Indian industries initially. It also made the industries in this sector to establish their own R&D departments for successful product innovations like Airtel Live, Videocon d2h.

Market segmentation

GEOGRAPHIC SEGMENTATION

In terms of geographical location, North India and Western India together contribute over 8 million DTH subscribers, while the southern market contributes 3 million. The states of Maharashtra, Goa, Punjab, Uttar Pradesh, and Rajasthan are the leaders in DTH subscription, contributing over 6.5 million DTH connections to the overall base.

Urban and Rural:

In order to cater to the diverse taste and needs of both urban and rural people, operators provide entirely different range of services and offerings. In rural areas, fleet of vans for demos, installation as well as selling hardware and pre-paid vouchers are being used. Most players are building up their subscriber base by targeting viewers outside the big cities, which suggests that about 60 per cent of DTH subscribers reside in rural areas and towns with a population under a million.

Region and States:

It has come up with special offers for the southern region where regional and sports channels are viewed the most. Like Ultimate sports bonanza offer – Rs 1890 with 3 Months of South Silver subscription available in Tamil Nadu, Kerala,

Karnataka & Pondicherry only. Ultimate sports bonanza offer - Rs 2490 with 12 Months of Silver subscription available in Andhra Pradesh only. Dish TV has structured a basic bouquet of customized package of channels, which are in demand in a particular state at a very affordable price pack like North diamond pack and South diamond pack.

Brief profile of players in the industry

DD DIRECT:

Doordarshan is the public television broadcaster of India and a division of Prasar Bharati, a public service broadcaster nominated by the Government of India. It is one of the largest broadcasting organizations in the world in terms of the infrastructure of studios and transmitters. Recently, it has also started Digital Terrestrial Transmitters. On September 15 2009, Doordarshan celebrated its 50^th anniversary. Doordarshan had a modest beginning with the experimental telecast starting in Delhi on 15 September 1959 with a small transmitter and a makeshift studio.

The regular daily transmission started in 1965 as a part of All India Radio. The television service was extended to Bombay (now Mumbai) and Amritsar in 1972. Until 1975, seven Indian cities had television service and Doordarshan remained the only television channel in India. Television services were separated from radio in 1976. Each office of All India Radio and Doordarshan were placed under the management of two separate Director Generals in New Delhi. Finally, Doordarshan as a National Broadcaster came into existence.

National telecasts were introduced in 1982. In the same year, then Prime Minister Indira Gandhi introduced color TV in the Indian market with the live telecast of the Independence Day speech on 15 August 1982, followed by the 1982 Asian Games being held in Delhi. Now more than 90 percent of the Indian population can receive Doordarshan (DD National) programmes through a network of nearly 1400 terrestrial transmitters and about 46 Doordarshan studios produce TV programs today.   

DD Direct+ is a free Direct to Home (DTH) service that provides satellite television and audio programming to households and businesses in the Indian subcontinent. Owned by parent company Doordarshan, DD Direct Plus was launched on December 16, 2004. Now chairman of DD plus+ is Shri Arun Bhatnagar and CEO is B S Lalli under the ministry of information and broadcasting.

Dish TV

Dish TV is the first private DTH satellite television provider in India,  using MPEG-2 digital compression technology, transmitting using NSS Satellite at 95.0. Dish TV's managing director and Head of Business is Jawahar Goel who is also the promoter of Essel Group and is the President of Indian Broadcasting Foundation and Mr. Subhash Chandra is the Chairman of Dish TV.

Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV has national and global presence with business interests in media programming, broadcasting & distribution, specialty packaging and entertainment. Zee Network incorporated dishtv to modernize TV viewing. By digitalizing Indian entertainment, this enterprise brought best television viewing technology to the living room. It not only transmits high quality programmes through satellite but also gives a complete control of selecting channels and paying.

DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Enterprises. Dish TV is on the same satellite where DD Direct+ is. Dish TV started its service in Pakistan with the collaboration of Budget Communication. Dish TV was only DTH operator in India to carry the two Turner channels, Turner Classic Movies and Boomerang. Both the channels were removed from the platform due to unknown reasons in March 2009.

Dish TV uses NSS-6 to broadcast its programmes. European-based satellite provider, New Skies, launched NSS-6 on 17 December 2002. Dish TV hopped on to NSS-6 from an INSAT satellite in July 2004. The change in the Satellite was to increase the channel offering as NSS 6 offered more transponder capacity.

Tata Sky

Tata Sky is a DTH satellite television provider in India, using MPEG-2 digital compression technology, transmitting using INSAT 4A at 83.0°. Tata sky was incorporated in 2004.

Tata Sky is a JV between the TATA Group and STAR. Tata Sky DTH endeavors to offer Indian viewers an excellent television viewing experience through its satellite television service. Vikram Kaushik is present CEO of Tata Sky Ltd. The TATA Group is one of India's largest and most respected business conglomerates. It comprises 93 operating companies in seven business sectors and diversified group information systems and communications, engineering, materials, services, energy, consumer products and chemicals.

The TATA Group has operations in more than 40 countries across six continents and its companies export products and services to 140 nations. The Group and its enterprises have been steadfast and distinctive in its adherence to business ethics and their commitment to corporate social responsibility. This legacy has earned the Group the trust of many millions of stakeholders in measure few business houses anywhere in the world can match.

The SKY brand, owned by the UK-based British Sky Broadcasting Group, brings to Tata Sky the reputation of more than 20 years experience of satellite broadcasting. SKY is well known for the innovative products and services launched by BSky, such as DTH broadcasting in 1989, digital satellite broadcasting in 1998, interactive television services in 1999 and the SKY+ personal video recorder in 2001. Tata Sky joins an international group of DTH businesses that includes platforms as far apart as the UK and Italy in Europe, and Mexico and Brazil in Latin America.

Tata Sky Ltd is the First Indian DTH provider to be awarded the ISO 27001:2005 accreditation, the ultimate benchmark for information security. The assessment for the certification was conducted by Intertek Systems Certification, the management systems registration business unit of Intertek Group plc and is accredited by several internationally recognized accreditation bodies worldwide.

In October 2008, Tata Sky announced launching of DVR service Tata Sky+ that allowed 45 hours of recording in a MPEG-4 compatible Set Top Box. The remote is provided with playback control keys and is being sold with special Offers for existing subscribers. An independent and voluntary council of experts known as Super brands Council selected Tata Sky as a SUPER BRAND for the year 2009-2010. It is the only Indian DTH to have won this distinction.

Sun Direct

Sun Direct is a DTH satellite television provider in India, using MPEG-4 digital compression technology, transmitting using INSAT 4B at 93.5°E. It is the country's first MPEG 4 technology DTH service provider. Sun Direct is a DTH

Service in India headquartered in Chennai, Tamil Nadu.

Sun Direct TV was registered in February 16, 2005. However, the failed launch of INSAT 4C resulted in a lack of transponders, delaying the launch. The service was finally launched on December 2007 after availability of transponders from INSAT 4CR. Because of the lowest pricing of any DTH in India Sun Direct spread rapidly all over the country. On December, Sun Direct was launched in Mumbai and announced its pan India launch. By 2009, it became leading DTH provider with 3 million subscribers. This makes it fourth largest DTH service provider of India.

In April 2009, Sun Direct officially launched its High-Definition service in India. Sun Direct uses the latest MPEG-4 based technology to increase broadcast capacity.

Sun Direct provide next-generation services in fast-growing and emerging markets quickly and efficiently. Sun Direct selected Oracle based on its convergent multi-service capabilities and proven real-time scalability allowing it

to consolidate billing operations, enables powerful new service offerings and improves visibility into customer information across services.

BIG TV

Reliance BIG TV is a DTH satellite television provider in India based in Navi Mumbai, using MPEG-4 digital compression technology, transmitting using MEASAT-3 91.5°east. It is the 5th DTH service launched in India. Reliance BIG TV limited is a part of Reliance Communications Ltd., a subsidiary of Reliance Anil Dhirubhai Ambani Group founded by the Late Dhirubhai Ambani, the Indian business tycoon and owned by his son Anil Ambani.

BIG TV started operations from 19 August 2008 with the slogan "TV ho Tho BIG Ho" ("If you have a TV, make it BIG"). It currently offers close to 200 channels and many interactive ones, 32 cinema halls (i.e. Pay Per View Cinema

Channels) as well as many Radio channels. The company plans to increase the number of channels in the near future to 400 and begin High Definition (HD) broadcast. It is the first Pan-India DTH provider that uses MPEG-4 for broadcasting. There are also plans to introduce services like i-Stock, i-News and other such interactive services in the future.

Reliance BIG TV was launched on August 19, 2008 with the sole aim of providing the consumer with quality and enriched home entertainment service at value-driven pricing. Reliance BIG TV's launch in August was probably the

Biggest roll-out in home entertainment ever and deployed the most advanced MPEG4 technology that enabled them to deliver best quality digital audio-video to the consumer. It also got prepared for the future when Hi-Definition TV will

be launched in India because only MPEG4 technology can support HD TV and not MPEG2 which is used by the earlier entrants in the DTH industry.

Reliance BIG TV's retailer network is spread across 100,000 outlets in 6,500 towns in India. This was literally unheard of in the DTH industry. They had effectively out-stripped the competition here. When it came to pricing – packaging, their introductory offer stood at Rs. 1,490/- with 3 to 6 months of free subscription. They also introduced 32 Pay-Per-View Movie Channels, the highest by any DTH player.

Airtel digital TV

Bharti Airtel Limited is the flagship company of Bharti Enterprises and is India’s largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. As India's leading telecommunications company, the Airtel brand has played the role of a major catalyst in India's reforms, contributing to its economic resurgence. Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its excellent products and services.

 Airtel Digital TV is a DTH (Direct to Home) service from Bharti Airtel.  It uses MPEG-4 digital compression with DVB-S2 technology, transmitting using INSAT 4CR 74°E Airtel digital launched on 8 October 2008 with a 360-degree mega campaign 'Come Home to the Magic. Since then it has launched 2 other campaigns: ‘Stars come home’ (March 2009) and ‘DTH Picture Clarity (August 2009) has increased its channel base to 183+ channels.

Airtel digital TV is now amongst the fastest growing DTH brands in the country and is available across 5000+ towns in India. It is also been ranked as the best DTH service by “Living Digital” magazine. Airtel chief Sunil Mittal said that Airtel digital TV and other DTH players have a bright future in Indian market as the people are getting more attracted towards DTH because of its quality and affordability.

Videocon d2h:

Videocon d2h is a DTH satellite television provider in India based in Mumbai, using MPEG-4 with DVB S2 digital compression technology. Videocon Leasing & Industrial Finance Limited was incorporated on 4 September 1986

As Adhigam, Trading Private Limited. In terms of the necessary resolutions Passed under Sec. 21 of the Companies Act, 1956, the name of the Company was changed to Videocon Leasing & Industrial Finance Limited on 14 February,

1991. The Company received a fresh certificate of incorporation from the Registrar of Companies, Gujarat at Ahmadabad on 14thFebruary, 1991.

Videocon d2h launched May 1, 2009. It came with a very good strategy for selling both of its electronic products like TV’s DVD’s along with the new set top box. This is offering direct to TV without any set top box also. Only the antenna is enough, it also came with DVD, which is connected, directly to the TV or antenna is connected to DVD, which gives a best quality of out put.

“There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market.”                                                                                                                                                                   

                                                                                                                                                             ”Philip Kotler”

Conclusion

A few things are assured in the Indian television industry even in the face of paradigm shifts. The industry is likely to be characterized first by a period of fragmentation and then by an increasing concentration of global consortia as

unprofitable participants fold. What is clearer than ever is that satellite TV is here to stay and will play role in bringing television to mass around the world.

Forecast - Indian Cable Television Industry

                                    

Indian 
Cable Television 
Industry
A forecast                                                                                   

                                                                                                                                                        

                                                                Table of Contents

1. Introduction

       2.   Executive Summary

       2.1 Growth Trajectory

2.2. How cable TV spread and began in India

2.3. Key Drivers

2.4. Outlook for the Indian Television Industry

      3.   Cable Television – A Challenge

3.1.    Snapshot

3.2.    Development factors – Cable television industry

3.3.    Custom Solution to Indian Market

3.4.    Changes in Doordarshan

      4.   Cable Television Networks

            4.1. List of MSO’s (Multi System Operators)
                4.2. Stats – Cable households year wise

      5.   HITS

            5.1. Introduction to HITS

              5.2. India on HITS

5.3. How HITS works?

      6.   CAS (Conditional Access System)

            6.1. CAS in India

              6.2. Importance of CAS

              6.3. Distribution Network for cable TV system

              6.4. CAS providers in India

              6.5. How Cable TV-CAS works

     7.    Competitive Landscape (CATV)

7.1. Home Cable Entertainment India Pvt. Ltd.,

              7.2. Indusind Media & Communications Ltd.,

              7.3. Wire & Wireless (India) Ltd.,

              7.4. Digicable Pvt. Ltd.,

              7.5. Hathway Cable & Datacom Pvt. Ltd.,

              7.6. DEN Networks Ltd.,

              7.7. Arasu Cable TV Corporation Ltd.,

              7.8. Sumangali Cable Vision (SCV).

   

     8.     Market Trend Predictio
                                                    .      

    9.    Links                                                                                                                                                                                                                                                             

Introduction:
Community Antenna Television (CATV) more commonly referred to as cable TV, got its start in the United States in the 1940’s as solution for providing better reception of broadcast channels in rural areas, it has since become a global phenomenon. Poor television, after all, knows no borders.

Today, there is an estimation of over 300 million cable subscribers worldwide. Nevertheless, CATV, as an application and as a market, has become as diverse as the world it covers, phenomenon that is readily seen in Asia, which boasts the most rapidly growing cable TV markets in the world.

Cable Television in India has its roots in late seventies. Apart from the state owned broadcaster Doordarshan was offering, Indian television viewers were looking for more entertainment options. India, now the third largest subscriber base for cable television in world today with around 80 million cable television homes in its stake.

2.0. Executive Summary

2.1. Growth Trajectory of Cable Television

2.2 How Cable TV began and spread in India

Television in India has been in existence for nigh on four decades. For the first 17 years, it spread haltingly and transmission was mainly in black & white. Sales of TV sets, as reflected by licenses issued to buyers were just 676,615 until 1977.That came their way with the import and manufacture of videocassette recorders permitted domestically. There was a veritable boom in videocassette recorder sales during this period. Enterprising individuals in apartment blocks placed a video in their homes or their garages and started offering a cable TV service to people who opted for it.

The impetus for its spread came in 1990 with the advent of the Gulf war. Ted Turner's CNN started beaming news reports of the bombing of Kuwait by Saddam Hussein and sparked off a demand for satellite dishes. Only the affluent could afford them. Some cable operators who had been running their Hindi and English movie channels added dishes and started relaying CNN into homes. This spurred demand for cable TV, making it a lucrative business and it attracted more individuals to the industry.

The second spark came in the early nineties with the broadcast of satellite TV by foreign programmers like those that CNN followed by Star TV and a little later by domestic channels such as Zee TV and Sun TV into Indian homes. Prior to this, Indian viewers had to make do with DD's chosen fare, which was dull, non-commercial in nature, directed towards only education and socio-economic development.

The launch of Star TV and Zee TV further fuelled the spread of cable TV. In the first half of 1992, almost 4,500 households were being cabled up daily. That figure increased to 9,450 homes daily in the second half of the year, according to a study conducted by market research firm - Frank Small for Star TV: on how many homes could receive its service. (If one considers that almost all Indian cable homes can receive Star TV because it shares the same platform as Zee TV then the numbers would be a fair representation of the total number of C&S homes at that time because Zee TV has almost 100% penetration in cable homes.)

From a mere 412,000 urban households in January 1992, the number of cable homes went up to 1.2 million by November 1992. The number of homes estimated in 1993 was 3.3 million according to the Frank Small study. This is estimated to have gone up to 7.3 million by January 1994, according to one estimate. Frank Small once again surveyed the market in end-1994 and the firm placed the number of cable & satellite homes at 11.8 million out of a total of 32.4 million TV owning homes.                                                                                                

                                                                                                                                                                             

India has over 130 million homes with television sets, of which nearly 76 million have access to cable TV. The overall Cable TV market is growing at a robust 8-10%.The cable TV industry exploded in the early 1990’s when the broadcast industry was liberalized, and saw the entry of many foreign players like Rupert Murdoch's Star TV Network in 1991, MTV, and others. The emergence and notification of the HDVSL (High definition video over subscriber line) standard as a homegrown Indian digital cable standard is likely to open an era of interactivity on cable networks.

2.3. Key Drivers (Media & Entertainment)

Ø       Economic growth of the country in general and rising disposable income levels in particular

Ø       Gradually liberalizing attitude of the government

Ø       Greater interface with international companies

Ø       Privatization and growth of the radio industry

Ø       Advancement in Technology

Ø       Favorable regulatory initiatives

Ø       Liberalized foreign investment regime

2.4. Outlook for the Indian Television Industry 2009-2013

The Indian television industry is projected to grow by 11.4% over the period 2009-13 and is projected to reach an estimated Rs. 420 billion in 2013 from the present estimate of Rs. 245 billion in 2008. No significant shift is projected within the relative shares of the television distribution and television advertising industry over the next five years. Hence, television distribution is projected to garner a share of 60% in 2013; on the other hand, television advertising industry is projected to command a share of 36% in 2013 (34% in 2008). The relative share of the television content industry is expected to remain constant at around 4% though in respect to growth, the television content industry is expected to grow at a CAGR of 13.8%.

Television distribution industry is expected to reach Rs. 250 billion in 2013 from the current estimated size of Rs. 150 billion in 2008, which translates into a growth of 12.2% on cumulative basis over the next five years. The growth in the television distribution industry is expected to be contributed by both subscription spending, by Pay TV subscribers as well as growth in the Pay TV homes (cable and DTH). While the dominant mode of distribution will continue to be cable (80 million households at CAGR 2.4%), DTH households will grow to 35 million at a CAGR of 31.2% for the next 5 years.

Television advertising industry is expected to reach Rs. 150 billion in 2013 from the current estimated size of Rs. 84.2 billion in 2008, which translates into a growth of 12.2% on cumulative basis over the next five years. The television advertising industry growth is expected to slowdown because of the economic crisis the world is going through.

Inspite of the slowdown in growth, India spurred on by domestic demand is still expected to have among the highest growth rates in television advertising along with China.

Television content industry is projected to maintain a growth rate of 11.4% over the next five years and is expected to reach Rs.20 billion in 2013 from its present size of Rs.10.5 billion, fuelled largely by the continued increase in the number of television channels in the country. Moreover, audience fragmentation is expected to further intensify, which will result in greater need for quality content. This will benefit the television content industry. The growth in the television distribution industry is expected to be contributed by both subscriptions spending by pay TV subscribers as well as growth in the pay TV homes. The pay TV homes are projected to increase from 80 million in 2008 to 115 million in 2013. Currently, cable TV homes command a penetration of 89% of the pay TV homes in 2008. This is projected to come down to 70% by 2013, largely in favor of the emerging DTH homes.                                                                                                                                                                                 

Cable homes are projected to increase from 71 million in 2008 to 80 million households in 2013. This growth is projected to be largely from semi-urban and rural areas. DTH homes are projected to grow to 35 million in 2013 from 9 million in 2008, thus increasing their penetration from 8% of the television homes in 2008 to 26% in 2013. Overall, pay television homes are projected to increase from 80 million in 2008 to 115 million by 2013 at a growth rate of 7.5% over the next five years.                                                                                                                                  

3. Cable TV: A challenge

The cable TV industry is developing under the direction of pay-TV broadcasters, MSO’s and independent cable operators. The industry is clearly divided into CAS-ready networks, non CAS-ready networks, semi-urban networks, urbanized rural networks and rural networks. The challenge for cable exists in rural areas where installation and

Application are extremely cost prohibitive; nearly three quarters of India is designated rural territory. This has created an opportunity for DTH, which serves an immediate threat to the cable networks. Despite DTH’s suitability for remote clusters, high initial costs limit entry into semi urban and rural homes. Anticipating the need for a cost-effective solution in India, NDS introduced VideoGuard Express® in October 2007. Video-Guard Express® is a cost-effective CA solution for smaller operators migrating from analog to digital broadcasting. By offering a standard configuration pre-integrated to a set top box (STB), NDS, VideoGuard Express® is able to reduce both the cost and time required to deploy a  digital pay-TV system, delivering content and service  protection to ensure steady cash flow without the threat of piracy.

Ø      Cable’s big advantage is the return path. A cable box is highly interactive and subscribers can give commands for content that can be fetched from the server instantaneously.

Ø      The cable box does not require a dish set up. Cable can be received even in high rise buildings and basements

Ø      Cable Pay TV CAS also works through a set top box but operates on conventional cable lines and involves the intervention of the local cable operator to activate or deactivate a pay channel

3.1. Snapshot of Indian Cable Industry

The below statistics gives the insight view of the market status of the Indian Cable Industry:

Ø      3rd Largest Cable TV Market Worldwide

Ø      India Has More Cable TV Homes than All Europe Combined!

Ø      Follows European Standards: Germany's PAL B/G Color System, 240 VAC

Ø      Cable TV Growing At 9% to 12% Annually

Ø      As of now 30,000 registered cable operators & 30,000 unregistered cable operators

Ø      Over 3 million digital cable users inclusive of 1.3million CAS (Cabled Conditional Access – Digital) customers

Ø      Wide market for all levels of products ranging from SA-BARCO and GI to Chinese and local brands

Ø      Most CATV networks migrating to Fiber

Ø      Indian cable networks typically provide 56 channels (550 MHz) to 106 channels (862 MHz) 1310 nm and 1550 nm Bi-Directional CATV fiber optic systems being deployed

3.2. Development factors – Cable Television Industry

The cable TV industry is developing under the direction of pay-TV broadcasters, MSO’s and independent cable operators. The industry is clearly divided into CAS-ready networks, non CAS-ready networks, semi-urban networks, urbanized rural networks and rural networks. The challenge for cable exists in rural areas where installation and

Application are extremely cost prohibitive; nearly three quarters of India is designated rural territory. This has created an opportunity for DTH, which serves an immediate threat to the cable networks. Despite DTH’s suitability for remote clusters, high initial costs limit entry into semi urban and rural homes. Anticipating the need for a cost-effective solution in India, NDS introduced VideoGuard Express® in October 2007. Video-Guard Express® is a cost-effective CA solution for smaller operators migrating from analog to digital broadcasting. By offering a standard configuration pre-integrated to a set top box (STB), NDS’s VideoGuard Express® is able to reduce both the cost and time required to deploy a  digital pay-TV system, delivering content and service  protection to ensure steady cash flow without the threat of piracy

                                                                                                                                                              

Ø      Cable’s big advantage is the return path. A cable box is highly interactive and subscribers can give commands for content that can be fetched from the server instantaneously.

Ø      The cable box does not require a dish set up. Cable can be received even in high rise buildings and basements

Ø      Cable Pay TV CAS also works through a set top box but operates on conventional cable lines and involves the intervention of the local cable operator to activate or deactivate a pay channel

3.3. Custom solution for Indian market

The cable companies have to consider the existing solution in Indian companies that can provide solution that is less expensive and affordable even by small MSO. This is just a starting point where the companies can invest in R&D effort to built head ends for Indian market. Considering the evolution of open standards and future it’s very easy, effective and economical if some rich Indian company like Reliance / Zee puts some effort to develop the head end, which would be a great revenue stream for them.

Public broadcaster Doordarshan launched its mobile TV pilot project in 2007 with handset major Nokia, there were no other significant developments in this front since then. However, there have been numerous initiatives by TV                                                                                                                                                   

Broadcasters for bringing re-purposed television contents on to mobile handsets, in-anticipation of growth in Mobile TV services. These include Star TV’s launch of the PLUS application and the Essel Group DMCL collaboration with BSNL to launch a mobile application. In 2009, Doordarshan released an Expression of Interest to hire a consultant for developing a roadmap for ‘Public Private Partnership’ for the growth of DD’s mobile TV service.

                                                                                                                                               

Signals are sent from the Satellite (or any other source of Data / Information) to the CATV head-end, which also comprises the Laser Transmitter and the modulator. The Laser Transmitter converts the Radio Frequency (or RF) signals to Optical or Photo signals. The signals will be carried through a hybrid cable comprising of Fiber Optic Cable and Co-axial Cable. Currently the cabling used is entirely coaxial (by all Indian networks and most International networks), but more and more firms will be moving towards the hybrid combination.

The complete cable network is classified as “Trunk Network” and “Bridge Network”. The “Trunk Network” is the long-range cable network, and the part of network that branches off into the local serving area is called the “Bridge Network”.

The equipments used in the (Hybrid) Trunk network are AGC Trunk Amplifier, Thermal Trunk Amplifier, and Optical Connectors, Splitters and Splices.  Once the signal is split, it is once again amplified and transmitted, and is received by the Laser / Optical Receiver, which converts the photo signals back into RF signals.

From here, the signals are transmitted through copper cable into the home (while the more forward looking firms are looking at fiber connections right till the home), where a cable splitter branches the cable into two parts – one for the Personal Computer and one for the Television. The part that goes to the PC goes through a Cable Modem and the Television signals pass through a Cable Box to the TV. The CATV systems currently in use in India are bi-directional, meaning that they can carry signals in either direction.

3.4. Changes in Doordarshan:

 The government of India and Prasar Bharti in general has realized the importance of TV channels and has improved the quality of programs and doordarshan is in the process of transforming itself as multi channel provider. Currently Doordarshan offers 59 channels & 21 Radio channels in various languages. Doordarshan is currently in progress of increasing their channels to 100 numbers. However, inspite of its best effort Doordarshan is struggling to regain its old glory.

4. Cable Television Networks

India’s Cable TV networks are a blend of hybrid fiber coax, run by the largest CATV providers or MSO’s in top metropolitan areas, and lower-bandwidth copper networks mixed with satellite service in the rest of the country. The subscribers in India receive rich domestic and foreign television content on 439 channels until date (130 channels waiting for down linking approval) with more channels to be entitled soon in the Indian Television frame.

The CATV market in India does have some similarities to the United States, in that MSO’s generate trade or purchase content. However, there are far fewer MSO’s— Fewer than 10, concentrated in metropolitan areas—in India, and significantly greater number of franchisers, numbering in ten thousands and delivering the last mile of service to millions of Indian cable subscribers

To name some of the major players in the current cable television industry are Home Cable Entertainment India Pvt. Ltd., IndusInd Media & Communications Ltd., Wire and Wireless (India) Ltd., Digicable, Hathway Cable & Datacom Pvt. Ltd., Den Networks Ltd., Arasu Cable TV Corporation and SCV (Sumangali Cable Vision) A Sun Network Venture. Sun TV (India) launched in 1992 as the first private channel in South India. Today it has 20 television channels in the four South Indian languages - Kannada, Malayalam, Tamil and Telugu. Channels of the Sun TV network are also available outside of India. Recently Sun TV launched a DTH service.

                                                                                                                                                      

4.1. List of MSO’s (Multi System Operators)

1. Home Cable Entertainment India Pvt. Ltd.,
2. Indusind Media Communications Ltd.,
3. Wire & Wireless India Ltd.,
4. Hathway Cable & Datacom Pvt. Ltd.,
5. DEN Networks Ltd.,
6. Digicable Pvt. Ltd.,
7. Arasu Cable Corporation Ltd., (A government of TamilNadu Enterprise)
8. Sumangali Cable Vision (SCV). A Subsidiary of SUN TV Network
9. IN- Cablenet a venture of Hinduja group

Table 8.5.  Following stats show the increase in households cabled from year 1992 to 2009.

Year	Number of households Cabled
January 1992	412,000
November 1992	1.2 million
1993	3.3 million
January 1994	7.4 million
December-1994	11.8 million
1995	15 million
1996	18 million
1999	22 million
2008	71 million
2009	76 million

5. HITS

5.1. Introduction of HITS

What is HITS? – Head end in the Sky (HITS), a digital distribution platform. A satellite multiplex service that provides cable channels to cable television operations. “Headend in the Sky”, provides a complete array of digital video and audio programming needed for a comprehensive programming strategy.

The networks are grouped to efficiently address different market needs. As a programming and service provider, HITS affiliates need only to make one phone call to change their lineup or to seek help resolving service questions

  

5.2. India on HITS

HITS serves the whole country by providing its signals through satellite for many Multi System Operator (MSO) /cable operators who can further send the signals to the customers using their network. The essential difference between a HITS operator and a Multi System Operator (MSO) is that the former transmits the bundle of channels to the cable operators using a satellite, whereas the latter does the same through cable.

In India, total direct and indirect foreign investment including FDI (Foreign Direct Investment) which is allowed up to 74%. Prior FIPB (Foreign Investment Promotion Board) approval will be required if the FDI is beyond 49%.

There is no restriction on number of permissions. All those found to be eligible and fulfill the terms and conditions could apply for license to the Government in the Ministry of Information & Broadcasting.

HITS are a digital delivery mode of distribution of TV channel and it would speed up the process of digitalization of cable services located in Non-CAS areas of the country. HITS would not only help increase the penetration of cable market further into rural areas where it has been absent because of un-viability but will also help in further reduction of prices of set top boxes and will also lead to further consolidation of the cable market.

5.3. How HITS works?

The technology requires a HITS operator to use a satellite as his/her head-end. All required channels are down linked on a ground station, encrypted and sent up to a selected HITS satellite. This satellite beams the channels back to the earth to be picked up by an MSO or a cable operator for distribution of his/her network.

Like in an ordinary digital head-end, these channels are not processed individually but in groups as beamed by a satellite transponder. The processing equipment is called transmodulator that converts the QPSK modulation of the group of digital channels to QAM modulation required for cable TV distribution and sends them to the set-top box placed at the customer’s end. Advantage of this technology is that the distribution cost per channel reduces tremendously as a group of 12-15 channels processed together.

In addition, the HITS operator at the national level implements the CAS (Conditional Access System) and the SMS (Subscriber Management System) thereby reducing the cost by a fraction. 

               6. CAS (Conditional Access System)

CAS, as defined is the protection of content by requiring certain criteria to be met before granting access to this content.  CAS refers to Conditional Access System where you will be able to pay only for those channels that you watch.

                                                                                                                                                   

6.1. CAS in India

In India, this concept is really becoming more and more popular as it gives a freedom of choice. The process works in the same way as the signals are digitalized through set-top box (STB). Indian audience can acquire many benefits from CAS. The best part of it is that people will be able to pay for the channels that they watch. Apart from users, it is beneficial for broadcasters, cable operators and advertisers. Overall, it is one of the better things that are happening in India in terms of TV entertainment. However, there is only one concern, which is the high price of STB. So, if there will be some reduction in prices pertaining to STB then you can say that CAS is a better option to go instead of DTH and other such like options.

6.2. Importance of CAS (Conditional Access System)

Recently I&B Ministry made Conditional Access System (CAS) a mandatory for MSO’s. The news pushed share prices of companies like Sun TV (which sell CAS) to upper circuits. Few days later, I&B Ministry reverted that order. With the present new guidelines, it is not compulsory for cable operators, MSO’s to switch to HITS, and they can continue with their existing system.

The idea of CAS was mooted in 2001, due to a furore over charge hikes by channels and subsequently by cable operators. Poor reception of certain channels; arbitrary pricing and increase in prices; bundling of channels; poor service delivery by Cable Television Operators (CTO’s); monopolies in each area; lack of regulatory framework and redress avenues were some of the issues that were to be addressed by implementation of CAS

Well, the country is migrating slowly to Digital Transmissions and systems like HITS that are both cost friendly and high quality are real boon to the end users.

To brief about CAS, Conditional Access System has two goals:

Ø      Enable legitimate subscribers access to view content.

Ø      Prevent unauthorized viewers from accessing content

Conditional Access Systems work by scrambling the video signal using a set of secret keys. Those secret keys are protected using encryption. Conditional Access Systems are used is satellite, cable, and DSL television distribution networks.

6.3. Distribution network of the Cable TV system

ü      Telecom Regulatory Authority (TRAI)

ü      Broadcaster

ü      Multi Service Operator (MSO)

ü      Local Cable Operator (LCO)

ü      Viewer

6.4. How Cable TV-CAS works?

For CAS to be functional in Cable TV system, the viewers need to buy a set top box, which can be either digital or analog. The set top boxes can be bought from the MSO or taken on a rental basis. However, when the viewers shift home, if the new locality is not covered by the same MSO then the same set top box cannot be used. MSO’s install devices known as Subscriber Management System (SMS), which store all details about the subscriber for e.g. Name, address, channels subscribed to, etc.

                                                                                                                                                    

Implementation of CAS also needs the MSO’s to connect their ‘head ends’ in a ring structure via optic fibers and the LCO’s need to change the last mile cable from the normal RG11 to hybrid fiber coaxial network.

Under CAS, the pay channels signals will be encrypted at the MSO ‘head end’ and transmitted along with the encryption code. At the subscriber end, set top box will decrypt the signal using the decryption code. Thus the viewers will be able to watch only those pay channels that they have subscribed to. The FTA channels will directly reach the television set bypassing the set top box. Therefore, FTA channels can be received even without a set top box while the box is essential for watching pay channels.

6.5. Conditional Access Systems providers in India:

ü       VideoGuard (Product of NDS)

ü       Irdeto

ü       Mediaguard

ü       Viaccess

ü       Conax

ü       NDS

7. Competitive Landscape: CATV (Cable television)

7.1.Home Cable Entertainment India Pvt. Ltd.,

Ø      Home Cable, one of the nation's most experienced cable service provider, has managed cable television systems since 1991

Ø      Home Cable operates cable systems that have an estimated market value of over Rs. 25 Crores

Ø      An increased capacity of more than 400 channels (Currently 121 Channels) upgraded from the previous 120 channels.

Ø      Providing service of over 15 years in the Indian television market

Ø      More Information can be obtained from http://www.homecableindia.com/main.php

7.2.IndusInd Media & Communications Ltd.,

Ø      Only MSO to have an extensive owned pan-India fiber network

Ø      Their estimate of homes passed on their network is 16.8 million homes with 6.5-7 million homes connected.

Ø      Over 1200 employees and 2,400 affiliated local cable operators—LCO typically services the customer

Ø      Around 0.5 million digital cable homes of IMCL across 12 cities

Ø      Over 250 channels being telecasted through Digital cable and over 90 channels in analog cable

Ø      More information can be obtained from http://www.indigital.co.in/abt/default.html.                                                                                                                                                           

     7.3. Wire and Wireless (India) Ltd.,

Ø      Wire and Wireless (India) Limited is a part  of  the  Essel Group,  which is amongst India’s  most prominent business houses  with a diverse portfolio of assets in media, packaging, entertainment, technology-enabled services, infrastructure development and education.  

Ø      One of the India’s largest Multi System Operator (MSO) and first company in India to launch Head end-in-the-Sky (HITS)

Ø      With 73 analogue and 5 digital head ends

Ø      Provides network to 10 million cable and satellite homes in 189 cities of India, 400 centre’s and 4000+ Franchises

Ø      WWIL has been in the business of providing content through analog cable system from the broadcaster to the Local Cable Operators (LCO’s) since inception

Ø      Popularly known as SITI cable as it is marketed under the SITI brand Umbrella

Ø      For more information visit: http://www.wwil.net/ 

        7.4. Digicable Pvt. Ltd

Ø      Digicable is one of the largest Cable distribution company with a strong emphasis on quality of service and content

Ø      Having subscribers in 125 locations in 46 cities and 14 states across India

Ø      Uses Fiber optic as the backbone across its networks and state-of-art distribution set-ups

Ø      Service offerings in analogue cable, Digital cable & broadband services

Ø      100+ channels at their disposal serving across its networks in India

Ø      For more information visit: http://www.digicable.in/ 

         7.5 Hathway Cable & Datacom Pvt. Ltd.,

Ø      One of the largest Cable TV services company in India since its establishment in 1995

Ø      Hathway provides quality Cable TV services in thirteen cities across the nation. 

Ø      Hathway has 3 broad service areas: Digital Cable TV, Hathway Broadband Internet and Entertainment ( Cine Channel (CCC))

Ø      Over 150+ channels at its entity

Ø      Like Tata Sky, Hathway has its part of broadcasting services with News Corporporation

Ø      For more information visit: http://www.hathway.com/

7.6.DEN Networks Ltd.,

Ø       Delhi-based company is now a leading cable television company with a pan-India presence. 

Ø      Within a short span of 2 years, it has spread its reach to 1 crore households across 77 cities, mainly by buying out smaller cable TV operators

Ø      The MPA Report 2009 estimates that its cable television services have reached approximately 10 million homes and that they had 300,000 digital cable television subscribers as of December 2008.

Ø      In analog DEN delivers 100 channels, while the digital offering ,  Digitelly, comprises over 180 channels and other value added and interactive services. DEN proposes to migrate a significant majority of analog consumers to digital environment

Ø      For more information visit: http://dennetworks.com, http://www.digitelly.in/                                                                                                                                                 

          7.7. Arasu Cable TV Corporation Ltd.

                                               

Ø      A government of Tamil Nadu undertaken

Ø      Now the service is free (FTA) and they are planning to get 5million set top boxes in two or three years.

Ø      They have started their services in Thanjavur (Tamil Nadu) but yet to roll out their services in other parts of Tamil Nadu.

Ø      For more information visit: http://www.elcot.in/arasucable/homeMore.html

7.7   SCV (Sumangali Cable Vision) a Sun TV group

Ø      A venture of Sun Network, India's largest media conglomerate with the reach of more than 95 million households in India

Ø      Offering over 150 channels to its subscribers in Chennai and Coimbatore

Ø      For more information visit: http://www.sunnetwork.org/scv/      

      

8. Market Trend Predictions

Subscribers are new to the cable TV, Satellite & IPTV war. By the time they understand the advantages of each solution we can assure that the users would turn to the most effective and affordable solution. Which means cable can regain the customer base even if the DTH & IPTV craze has market for next couple of years. 

Cable market is in need of leaders to build hardware and software solutions

While there are varying estimates that, who will capture the digital arena in next five years, it is quite clear that there will be an even battle between Digital Cable & DTH while IPTV will begin its mark in a couple of year’s time.

A few things are assured in the Indian television industry even in the face of paradigm shifts. The industry is likely to be characterized first by a period of fragmentation and then by an increasing concentration of global consortia as Unprofitable participants fold. What is clearer than ever is that satellite & Cable TV is here to stay and will play role in bringing television to mass around the world.                                                                                                                                           

  
10. Links

Ø      Telecom Regulatory Authority of India: http://www.trai.gov.in

Ø      Ministry of Information and Broadcasting: http://mib.nic.in/

Ø      Doordarshan India: http://www.ddindia.com

Ø      Zee Television Corporation (A Zee Network):  http://www.zeetelevision.com

Ø      The Financial Express: http://www.financialexpress.com/

Ø      Satellite & Cable TV: http://www.scatmag.com

Ø      News Corporation: http://www.newscorp.com

Ø      Digital Video Broadcast: http://www.dvb.org

Ø      Electronics Corporation of TamilNadu: http://www.elcot.in

Ø      ITV (Indian Television): http://www.indiantelevision.com/

                                                                                                                    Karthick Sekar