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Andrew Bonwick
Vice President of Product Development at Relm Insurance
Madhav Sheth
CEO of Ai+ Smartphone
Stephen Rose
CEO Render Networks
The DTH industry has undergone some major ups and downs in the last few months. In this period, a lot of subscribers from cable TV service migrated to DTH platforms, and a lot of subscribers who were already on the DTH platforms switched their DTH operators. This was because the subscribers found better offers, discounts along with better services on the other side. In this race, there was a rearrangement of the subscriber base in the DTH industry. However, post the implementation of the new Trai tariff regime, the DTH industry lost 25% of its subscribers with only 54.26 million subscribers remaining. This also led to a change in the market share of the DTH operators, wherein Tata Sky emerged as the clear winner and as a result, the DTH operator now boasts of having the highest subscriber market share. Tata Sky has now also defeated Dish TV which used to rank on the top in this matter. But, the question is how the DTH operator has managed to achieve this feat, and what are the reasons behind it?
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Variety of Channel Packs to the Consumers
To understand why Tata Sky has bagged the top position now, we will have to go back to the times when the Trai tariff regime was newly implemented. During that time, when the new regulatory measures were newly implemented, and all the other DTH operators were caught up in the chaos of migration, Tata Sky was quick to respond to the consumer woes. The result was that the DTH operator came up with many channel packs at a fast pace which covered almost all the genres, language and qualities.
This meant that subscribers hailing from every part of India could find something or the other to their liking in the Tata Sky recommended channel bouquet portfolio. This led to a positive word of mouth between the consumers and especially during the time, while other DTH operators were not unable to churn out new channels packs, this was the edge Tata Sky got, and hence many consumers migrated to the DTH operator.
