With Indian GPD growing at a rate of 8%, there are signals of growth in every vertical of the Industrial space. Indian entertainment and Media industry has also not left any stone unturned to tap the ever increasing consumer's wallet which has shown growth of 6 percent compounded annually over the period of 5 years. Currently valued at Rs. 450 billion with a CAGR of 18 percent over the next 5 years, this is the most promising sector in the Indian commercial arena. Terms like DTH, Digital Cable, and IPTV have started penetrating Indian household which were never heard of.
DTH is one of the new technologies providing varied facilities to its viewers. Today, India has 30.1 million DTH subscribers and every day the subscribers to DTH TV are increasing. If we go into the Technology adoption numbers, DTH has been a rural champion with 70 percent of the consumer coming from the rural areas.
There are six private DTH operators in India. While Sun Direct holds away in the southern parts, with a majority share in the DTH markets of Andhra Pradesh, Karnataka, Kerala and Tamil Nadu. Dish TV has the lead in Maharashtra, Gujarat, Madhya Pradesh, Rajasthan, Chhattisgarh, Orissa, West Bengal, Assam, Bihar, Jharkhand and other areas in north India. Tata Sky rules in Delhi, Goa and Chandigarh. Overall market leader is Dish TV.
But, the picture is not all that rosy as painted.DTH market is very competitive and the operating companies have shown signs of pain in their balance sheet. After analyzing the Balance sheet of Dish TV, the only listed player in the category it is evident that it is a loss making unit. Another shocking statistics reflects the ARPU (Average revenue per user) which is very low as compared to Asia pacific peers.
Dish TV has the ARPU of $ 3.1 while APAC players earn $ 27 for their services. So, until and unless subscriber base reaches 80 million, P&L account will be in red for most of the DTH players.
With the existing regulatory restrictions, increasing content cost and lack of transponders, DTH terrain appears too steep to climb. With content differentiations not happenings in the near future, Companies have to differentiate only at the services and cost levels. A prudent DTH operator should also take a serious look at the substitutes and complements. There should diversity and creates his presence in the entire spectrum of broadcasting and telecommunication services. The final winner cannot be a pure DTH player but convergent player who offers all in one to the value-conscious, price sensitive Indian consumer.
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Anamika Ghosh is one of those modern homemakers who like to be aware of the technology solutions available to them to make things easy for them and their families. Anamika has been blogging actively about gadgets and online DTH recharge services. Some of her blog posts have been noticed and quoted by the mainstream media.
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