Direct-to-Home (DTH) in India: Direct to Loss?


Code :BSM0044

Year :

Industry : Entertainment

Region : India

Teaching Note:Available

Structured Assignment :Available

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Cable TV in India Till the emergence of Cable TV in India, Doordarshan was the only broadcasting network. It televised public educative and socio-economic development programmes and operated as an 'advertisement-free' electronic media. For quiet some time, Doordarshan's viewership was limited. As television was considered a luxury, not many homes owned it. However, with the Asian Games held in Delhi in 1982, and the introduction of colour television sets in the same year, peoples' attitude started changing...

DTH in India Digitalisation of Cable TV took a new form when DTH was launched in India in 2003. Although DTH services were proposed in India way back in 1996, it was banned for 6 years as the government rejected approval due to concerns over national security and cultural invasion. To prevent the implementation of DTH service, even the cable operators had heavily lobbied the government...

The New Indian Consumer India's rapid economic growth since the 1960s brought about many changes in its consumers. Increase in per capita GDP, resulted in a rapidly growing middle class (there are nearly 50 million middle class people in India), who with a greater purchasing power were influencing the consumer markets. Since 1995, Indians, earning between INR 90,000 and INR 200,000 ($1,969-$4,376) had grown from 18% to 41% in 2005. Known as aspirers, this section is expected to spend up to $1.76 trillion by 2025...

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