Market Entry Strategies Case Study

Indian DTH Market: Can Reliance Big TV Ride on the Growth Wave?

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Abstract:

The Indian DTH (direct-to-home) market had 13.8 million subscribers in September 2008. The four well established key players in the Indian DTH space were DD Direct+, Tata Sky, Dish TV, and Sun Direct. Reliance Big TV and Airtel Digital TV were the new entrants. Though the Indian DTH market had nearly 13 million subscribers, it was still less than 10% of the 73 million cable TV subscribers. Interestingly, industry sources estimated that the DTH market would grow to 30 million by 2015. Having regard to the opportunities in the DTH segment, many players were entering this market and vying for market share. At this juncture, Reliance Communications forayed into the DTH space on 19 August 2008 with Big TV. RCom claimed that Big TV would seek to capture 40% of the DTH market within one year of its service initiation. The case deals with the overall framework of the Indian DTH industry and the competition from the cable industry, broadband, and IPTV. The case also highlights the prospects and challenges of Reliance Big TV in the Indian DTH market.

Pedagogical Objectives:

• To the Indian DTH Market and its competitive dynamics.
• To the opportunities and challenges in the Indian DTH market.
• To Reliance Big TV's growth prospects.

Keywords :  DTH (direct-to-home); India; Tata Sky; Dish TV; Reliance Big TV; Airtel Digital TV; Sun Direct; DD Direct+; Cable TV; IPTV; Conditional access system (CAS); Terrestrial TV; Doordarshan; Kuband transponders; Set top box

Contents : 
Indian DTH Market
The DTH Face-Off in India
Reliance Big TV’s Entry