CHAPTER - I
INTRODUCTION
DTH – direct to home is a digital technique of entertainment where analog
signals are being used for broadcasting the varied channels. Today, DTH in India has made
its favorable image while offering quality service in all major aspect of cable satellite. Best
picture and sound clearance are the key features of DTH service in India. As with rising
demand of DTH in India, All DTH service providers in India comprised of difference package
in respect of price, number of channels offer, package, quality of service and many more.
Thus, it is suggested that before selecting and availing the DTH service in India get check
the list of channels offer and package being offered by different DTH providers.
In earlier days, there was only one TV channels in India the “Doordarshan”,
channel Doordarshan was owned and operated by government of India. In those eras, every
home which had a TV set used to have its own antenna to capture the signals. The cable
television ordinance law was passed in January 1995. This enabled cable operators to feel
channels and later on private companies were allowed to air their own channels and this
led to the explosive growth in number of TV channels and number of cable operators. The
growth of TV channels and cable operators created a big industry and market
opportunities.
In recent years, Direct-to-Home (DTH) television services have gained significant
popularity as an alternative to traditional cable television. DTH services allow users to
receive television content directly from satellites, eliminating the need for a cable provider.
With advancements in technology and a variety of service providers, understanding
consumer preferences toward DTH services has become essential for companies
operating in this space. This study aims to explore the factors influencing consumer
preferences for DTH services, examining aspects such as pricing, service quality, content
variety, and customer support.
LIST OF PLAYERS IN DTH BROADCASTING INDUSTRY:
• Dish tv of ZEE Group
• Tata Play
• Airtel Digital TV
• Sun Direct
• Reliance Jio (Jio DTH)
• Videocon d2h
• DD Free Dish (Prasar Bharati’s free DTH Service)
Objectives:
1. To analyze the factors that influence consumer preference for DTH services.
2. To understand how pricing, service quality, and content variety impact consumer
choices.
3. To evaluate the role of customer support and after-sales service in shaping consumer
preferences.
4. To identify demographic variables that may affect the choice of DTH service.
Research Questions:
1. What are the main factors driving consumer preference towards DTH services?
2. How do pricing and affordability influence the selection of DTH services?
3. To what extent does the variety of content offered impact consumer decisions?
4. How important is customer service and after-sales support in shaping customer
satisfaction with DTH services?
Methodology:
To gather relevant data for this study, a combination of qualitative and quantitative
research methods will be employed.
1. Survey: A structured questionnaire will be distributed among a diverse group of
consumers. The survey will include questions related to demographic information,
preferred DTH service providers, reasons for choosing specific providers, content
preferences, pricing concerns, and overall satisfaction.
2. Interviews: In-depth interviews will be conducted with a select group of consumers to
gain qualitative insights into their decision-making processes and preferences.
3. Focus Groups: Group discussions will be organized to capture a wide range of
consumer opinions on DTH services and the factors that influence their preferences.
4. Data Analysis: The quantitative data from the surveys will be analyzed using statistical
tools like SPSS, and the qualitative data from interviews and focus groups will be analyzed
thematically to identify key trends and insights.
Expected Outcomes:
Price Sensitivity: The study expects to find that price is one of the most significant factors
influencing consumer preferences. With multiple DTH service providers offering
competitive pricing, consumers will likely prioritize affordability.
Content Variety: Consumers are expected to prioritize DTH providers offering a broad
range of channels, on-demand content, and additional services such as pay-per-view or
HD channels.
Service Quality and Reliability: The quality of service, including signal strength,
uninterrupted services, and customer support, will likely play a crucial role in consumer
choices.
Brand Loyalty: The research may indicate that once consumers choose a DTH provider,
they are often loyal, influenced by the quality of experience, ease of use, and the
relationship with the service provider.
Conclusion:
This study will provide valuable insights into the factors driving consumer preferences in
the DTH sector. The results will be useful for DTH service providers in shaping their
marketing strategies, service offerings, and customer engagement programs. Moreover, it
will allow industry stakeholders to understand the evolving demands of consumers and
adjust their services accordingly to improve customer retention and attract new
subscribers.
