Since its inception in 2003, the Indian Direct-To-Home (DTH) TV industry has been growing at a rapid pace. This growth has been supported by huge investments by the existing and new players. Defying the global trend of economic crisis, DTH industry posted significant growth in 2008 and 2009.
The DTH market acquired around 16 Million subscribers by the end of 2009, an increase of approximately 44% over the 2008 levels. With the entry of new players in the Indian DTH industry, competition is getting intense. Due to this intensifying competition, installation prices are declining and subscribers have a wide range of options to make choices.
The reason for high growth in DTH subscriber base can be attributed to the fact that quality of service delivered by DTH is superior as compared to cable or any other medium. Since DTH TV industry is currently in growth phase, it is expected to attract a large number of subscribers in near future. 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 18% during 2010-2013 to 39 Million by 2013. In 2008, the DTH subscribers accounted for only a small proportion (less than 10%) of total number of TV households in India, which were 119 Million, representing a huge 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 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 amounts in the promotion and marketing of DTH services in the country.
The report highlights certain key marketing strategies along with the current industry trends. These marketing strategies could serve as a benchmark for the anticipated future growth in the Indian DTH market. Apart from this, the report will help clients to recognize/identify the factors that will drive the country’s DTH market in coming years.
The report also studies the Indian consumer behavior and elaborates various factors which will enable people to switch to DTH in near future.
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