CABLE INDUSTRY PROFILE
How Cable TV began and spread in India
Cable TV has its roots in the late seventies. Indian television viewers were looking for
entertainment options, apart from what state-owned broadcaster DD was offering. That came
their way with the import and manufacture of video cassette recorders permitted domestically.
There was a veritable boom in video cassette 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 fare available was Hindi and English
movies and pirated western comedies, music and game shows. At this stage, cable TV was
restricted to the major metros and towns and the upper crust of society.
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 launch of Star TV and ZeeTV 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.
Subsequently, no extensive research was conducted by the industry which went by guesstimates
until two readership surveys were conducted in 1995. The two national readership surveys: the
Indian Readership Survey and the National Readership Survey pegged the penetration of C&S at
below 10 million in 1995 whereas industry estimates placed it at least 14 million. The NRS said
that 9.3 million homes in urban India were cabled while the IRS said that the numbers for urban
and rural India were 8.4 million and 3.4 million respectively. No further updates have been done
because of the magnitude of the research covering a population of almost 70 million TV homes
today. Nevertheless, the satellite TV industry has upped its estimate for C&S homes to about 22
million now attributing the increase to the spread of the cable TV networks in smaller towns,
villages and untapped developing areas on the outskirts of major metros, where cable TV is
being installed in housing at the time of construction itself.
Cable TV growth in urban India
Year Number of households Cabled
January 1992 412,000 *
November 1992 1.2 million *
1993 3.3 million *
January 1994 7.4 million
End-1994 11.8 million *
1995 18 million
1996 24 million
1999 28 million
2003 37 million
2008 58 millions
The business has undergone a transformation too. In the beginning it was small and driven by
entrepreneurs. At one time the cable TV operators population was estimated at a sky high
100,000. Your neighbour's wife and brother-in-law also wanted to be a cable operator. For the
past three years, large companies have also set up their own cable networks. Among them:
InCablenet (managed by the Hinduja group), Siticable (a joint venture between Zee TV promoter
Subhash Chandra and Rupert Murdoch's News Television), Asianet, Hathway Cable & Datcom,
Ortel Communications and RPG Netcom (a company promoted by the RPG group). While the
Hindujas claim to have invested close to Rs 2000 million into their network building, Siticable
talks of a higher figure of close to Rs 2500 million. But the MSOs have concentrated on the
major metros only. They have yet to spread out into the smaller towns and the interiors of India
over time where cable TV networks are still in the hands of small businessmen.
International cable networking companies such as United International Holdings, TCI and Falcon
Cable of the US, have tested the waters: While UIH almost set up a joint venture with the RPG
group which did not fructify, TCI/Time Warner discussed possibilities with the Times of India
group which were inconclusive. Falcon Cable however, were successful in establishing a joint
venture with the Hindustan Times publishing group in New Delhi called India Information
Technologies Ltd. An investment of nearly Rs 50 million was made to buy over a few small
cable TV networks. The company however did not take charge of the networks, leaving them to
be run by the cable operators. The joint venture was in litigation for quite sometime and finally
Falcon Cable had to wash its hands off it. International investors and cable TV networks are still
place hope in the Indian cable TV market. United International Holdings is in partnership with
liquor group UB. Falcon Cable and Cox Communications are meanwhile waiting for some
semblance of order in this industry before committing further resources.
The entry of the big boys in the business led to consolidation amongst smaller operators several
of whom combined their resources to set up sophisticated headbands capable of delivering 30-50
channels similar to the bouquet of the MSOs. And as the MSOs increased the number of
channels that they were offering, the independents have also kept pace. Today, in cities like
Mumbai, Indian viewers can hook into more than 65 channels. . Some of the major
agglomerations that emerged initially were: Seven Star and Shree Bhawani in Mumbai,
Malleswaram Cable Network and UCN in Bangalore, SkyVision in Ahmedabad. By 1999, one of
them had partnered with the fast moving Hathway Cable & Datacom. But they all operate on the
similar model: franchising of their cable TV feed to smaller operators.
The programming that cable TV offers ranges from Hindi films to local events like fairs,
religious discourses, civic elections, regional news, community games such as Bingo and
favourite local sports. Practically, every network has at least two cable channels -sometimes both
of which screen Hindi movies and songs. At one time they also screened pirated or illegal
versions of English movies. This ceased with the Motion Picture Association of America
(MPAA) cracking down heavily on these cable operators. But piracy keeps cropping up on cable
TV networks the moment the pressure is eased. The larger cable TV networks have their own
branded channels too: Siticable has SitiCinema.; InCable has CVO while Hathway has C-News.
That the programming on these cable channels is extremely popular is evident from the audience
share they manage to garner. They rank second after DD on this parameter in all cities. As an
example cable TV accounted for close to 11.7% of share of the audience in Delhi in 1996 during
prime time on Sunday evenings, and 8.4% on weekdays. The numbers for the other cities were
8.4% and 4.6% for Chennai and Mumbai on Sunday evenings and 6.4% for weekdays in
Mumbai during prime time. However, they cannot really attract advertising to the extent of their
viewership because of the fragmented nature of the cable networks and there being no central
body to work as a channelising agent for the thousands of networks in a city. Cable channels
attract no more than Rs 250-300 million advertising annually, according to back-of-the-envelope
calculations by one of the large MSOs. But the potential is enormous: some even quote the
annual ad revenue potential being in the region of some Rs 1200 million, if some efforts are
made.
STATEWISE PENETRATION OF CABLE & SATELLITE TV
(2008)
State Penetration (%)
Gujarat 68
Andhra Pradesh 55
Tamil Nadu 51
Maharashtra 41
Madhya Pradesh 37
Punjab 34
Karnataka 33
Orissa 31
Bihar 28
Haryana 27
Direct to Home (DTH)-In Indian Market
Indian DTH Space Is A Rapidly Rising Industry. Since The Time, It First Arrived In India, More And
More New Players Are Joining The Bandwagon. Because Of Arrival Of New Entrants, This Industry Has
Become Very Competitive Which Ultimately Results In Customers Having More Benefits And Options.
India has about 130 million TV homes of which, Cable & Satellite (C&S) services are present in 97 million
(74%) of the homes (www.financialexpress.com/news/thats-entertainment-direct-to-
home/497502/).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’s the number that every DTH brand has set its sights
on. 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 which have successfully resisted the impacts of the current economic slowdown. The slowdown
has certainly proved a boon for the Indian DTH industry as people have now started to cut on their
entertainment expenditure and instead of viewing movies at theatres, they are preferring to stay at home
with their television sets.
No of TV Homes in millions
15
18
Cable TV Homes
Non Cable TV Homes
DTH Homes
97
The industry is anticipated to add nearly 5 Lakh subscribers per month during 2009 and the numbers are
forecasted to surge further at around 30% through 2012.So apart from Tata Sky, Dish TV, Airtel Digital
and Reliance BIG, southern heavyweight Sun TV has entered the fray with Direct, while Videocon has
entered the market in June 2009. Still, as DTH is still a relatively new category and most people were
hesitant to experiment with it. While Indian consumers were not completely satisfied with their cable
services, they did not feel the need to switch over to any other means of entertainment. It was 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 in it.
Current Players:
The current players in DTH industry are:
DISH TV-ZEE GROUP
Dish TV is a venture by the Essel Group and was launched in 2004. Dish TV is India’s first private player
in DTH industry with a presence in 19 states. It has a subscriber base of 5.07 million (March2009).
(http://voicendata.ciol.com/content/service_provider/109080102.asp).It has a bouquet of over 240
channels to choose from. Recently Dish TV has launched an entry-level subscription at Rs. 99 per month
with the largest offering of 110 channels
TATA SKY-JOINT VENTURE BETWEEN TATA GROUP & BRITISH SKY
Tata Sky was incorporated in 2004. TATA is one of India's largest and most respected business
conglomerates and the SKY brand, owned by the UK-based British Sky Broadcasting Group has over 20
years of experience in satellite broadcasting. It launched its services pan-India in August 2006.Within a
short span of time it garnered a subscriber base of nearly 4 million (Aug 2009)
(www.tvnext.in/news/155/ARTICLE/2142/2009-08-06.html).It has over 168 channels to choose from.
Tata Sky has launched an entry-level subscription plan called ‘Super Hit Pack’ at Rs. 99 per month with a
bouquet of 53 channels. Tata Sky recently launched Tata Sky Plus which uses the personal video
recording (PVR) technology that allows consumers to record live.
DD-DIRECT OWNED BY DOORDARSHAN
DD Direct Plus was launched in December 2004 by Doordarshan. It was India’s first DTH service offering
about 59 TV channels and 21 radio stations. DD DTH is a free service and has acquired a subscriber base
of 60–70 lakh connections (July 2009).
SUN DIRECT-TV
Sun Direct is a DTH service in India headquartered in Chennai, Tamil. Sun Direct is an 80:20 joint
venture between the Maran family and Astro Group of Malaysia. With 170+ TV channels and 31 Radio
channels, Sun Direct has a subscriber base of 3 million (April 2009) (www.topnews.in/sun-direct-
launches-hd-services-crosses-3-million-activesubscriber-base-mark-2149664). Sun Direct has a basic pack
of Rs 75 monthly subscription which is the lowest price-point compared to the other service providers
RELIANCE BIG TV-RELIANCE ANIL DHIRUBHAI AMBANI GROUP
Reliance Communication a more recent entrant in the DTH space has the brand name ‘Big TV’. It has
aggressively priced packages as low as Rs. 1490 with an offering of 64 channels and a three month free
subscription in addition to 20 video-on-demand movie channels. Within a short span of time it garnered
a subscriber base of nearly 1.8 million (Aug2009)
(www.livemint.com/2009/06/21231941/Big-TV-to-go-on-a-content-acqu.html). Big TV
currently offers 202 channels. BIG TV focuses on VAS and claims to have a next generation user
guide which is indexed.
AIRTEL DTH-BHARTI AITEL LTD.
The recent and much talked about player in the market is Bharti- Airtel. A teaser campaign ‘See you at
home’ was followed up by a multi-starrer campaign with celebrities like Saif Ali Khan and Kareena,
Vidya Balan and Madhavan and Indian cricketers Gautam Gambhir etc.It has a subscriber base of 1
million (June 2009) (www.indiandth.com/2009/08/airtel-digital-tv-mops-up-one-million.html) and has a
bouquet of over 138 channels and world space satellite radio to choose from. Airtel Digital has a basic
pack of Rs 99 monthly for South and Rs 125 monthly for north.
VIDEOCON D2H
Videocon – the big Indian consumer durable player launched itself in the DTH market in June 2009
through its media arm Bharat Business Channel (BBCL). Right now it has offered services in Punjab, J&K,
Chandigarh, Haryana and Himachal Pradesh with packages as low as 150 per month. Advantage over
other players is that Videocon already makes analog set top box hence they are likely to manufacture Set
Top Box for their DTH service as well
