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Consumer awareness on TATA SKY

WINTER PROJECT ON CONSUMER AWARNESS ON

Isko laga daala,toh life jingalala

TM Tata Sons Limited.

SKY TM British Sky Broadcasting Group plc.

A WINTER PROJECT ON CONSUMER AWARNESS ON


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Consumer awareness on TATA SKY

TATA SKY SUBMITED TO S.P.B. COLLEGE OF BUSINESS ADMINISTRATION UDHNA SURAT AFFILITED TO VEER NARMAD SOUTH GUJARAT UNIVERSITY, SURAT IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION PREPARED BY PATEL RAVI H. (MARKETING) ROLL NO:-22 GUIDED BY

MR. HORMAZ PATEL


S.P.B. COLLEGE OF BUSINESS ADMINISTRATION UDHNA SURAT MARCH-2008

ACKNOWLEDGEMENT
In the realization of ones goal man is not an independent identity. It is the collective efforts of the people from different circle. Keeping this in mind, I would

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Consumer awareness on TATA SKY

like to take this opportunity to show my appreciation to all those who have contributed in one-way or other, small or big. I have a great pleasure in expressing my deep sense of gratitude to my prestigious institution Surat Peoples Co-op Bank College of Business Administration for offering me an opportunity to carry out my training.

I would like to thanks Mr. Hormaz Patel for his in stinted support, fruitful discussions, unfailing and tireless efforts, valuable and productive guidance and showing his keen interest in accomplishing my research work successfully.

Finally, I feel my self lucky to express my heartiest to all who have directly or indirectly helped me in putting my research work on success.

DECLARATION
I, Ravi Patel here by declare that the present project entitled Consumer Awareness on TATA SKY work is a result of my own work
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Consumer awareness on TATA SKY

and my indebtedness to other work/publication, if any, have been duly acknowledged.

Date: Date: Place: - Surat (Udhna) Place:

(Signature) (Signature) Ravi patel (Roll no: 22)

EXECUTIVE SUMMARY
This project i.e. Consumer Awareness on TATA SKY is purely focused on how tough awareness is going in the current market. Nowadays, more and more companies are coming up with their new DTH services to entertain the people in their life.

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Consumer awareness on TATA SKY

The introduction of the industry includes some vital detail about the history of DTH service. Soon after the beginning of the DTH service, in the opening only DD direct plus and Dish TV was successively doing their business but at the moment TATA SKY is also second-hand as DTH services. The introduction of the company includes the details of the TATA SKY, its milestones, its new schemes and services etc.. The objective of the project report is to conduct a survey to find out the awareness of the consumer or people towards Tata Sky.

I used the simple random sampling research design for the project as I tried to know the awareness of consumers while using the DTH service as their entertainment. I have collected primary data by filling questionnaire which have analyzed; tabulated and meaningful conclusion are drawn out of it.

The sample size used for conducting the field survey was 100 respondents. I will try my best in preparing this project report, still there may be some obstacles that comes in the way and stop me to 100% accurate result. Analysis and findings includes tables and graphs which were followed by meaningful interpretation. Conclusion of the project includes the expression expressed by various respondents from whom the data are collected.

INDEX CHAPTER
I II III

TOPIC
ACKNOWLEDGEMENT DECLARATION EXECUTIVE SUMMARY

PAGE NO.
i ii iii

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Consumer awareness on TATA SKY

IV 1

INDEX Industry Profile Company profile Theoretical Concept Analysis and Interpretation of the Data Findings & Conclusions Recommendation Bibliography Annexure

iv 1 11 28 40 49 66 69 71

2 3 4 5 6 7 8 9

INDEX
INDEX EXECUTIVE SUMMARY DECLARATION ACKNOWLEDGEMENT CHAPTER 1: INDUSTRY DETAILS.

CHAPTER 2: COMPANY DETAILS..

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Consumer awareness on TATA SKY

CHAPTER 3: ANALYSIS. OBJECTIVES OF THE PROJECT PRIMARY ANALYSIS RESEARCH METHODOLOGY

CHAPTER 4: CONCLUSION & SUGGESTIONS

CHAPTER 5: LIMITATIONS OF THE PROJECT

BIBLIOGRAPHY

ANNEXCURE

CHAPTER: 1

INDUSTRY PROFILE
DTH Industry
Introduction
With the Indian economy booming at a GDP growth rate of 8.7%, there is sense of growth prevailing everywhere. The average Indians disposable income and purchasing power has risen to never before levels. The Indian Entertainment & Media industry is also not far behind. It is currently estimated at a worth of Rs. 450 billion with a CAGR of 18% over next 5 years. Terms which were alien to Indians like DTH, Digital Cable, and IPTV are suddenly finding presence of countrys journals.
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India would overtake Japan as Asias largest DTH by next year and be Asias leading cable market by 2010 and the most-profitable Pay-TV market by 2015. This growth presents a lot of interesting scenarios. With the 'CAS' issue not yet resolved, there's 'DTH' coming up to muddle things up for you and me. Doordarshan will launch its Direct-To-Home telecast from April 1. Broadcasters like Star and Zee are pushing hard for DTH services in India too. So what is this DTH all about? How, if at all, does it help the customer? Is it good? Let's show some detail for DTH service.

What is DTH? DTH stands for Direct-To-Home television. DTH is defined as the reception of satellite programmes with a personal dish in an individual home. DTH does away with the need for the local cable operator and puts the broadcaster directly in touch with the consumer. Only cable operators can receive satellite programmes and they then distribute them to individual homes. How does DTH work? DTH network consists of a broadcasting centre, satellites, encoders, multiplexers, modulators and DTH receivers.

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DTH service provider has to lease Ku-band transponders from the satellite. The encoder converts the audio, video and data signals into the digital format and the multiplexer mixes these signals. At the user end, there will be a small dish antenna and set-top boxes to decode and view numerous channels. On the user's end, receiving dishes can be as small as 45 cm in diameter. DTH is an encrypted transmission that travels to the consumer directly through a satellite. DTH transmission is received directly by the consumer at his end through the small dish antenna. A set-top box, unlike the regular cable connection, decodes the encrypted transmission. Tata Sky uplinks channels to its satellite that transmits digital signals directly to a minidish fixed on the subscriber's balcony, minidish terrace relays or the outside the window. The signals to Digicomp that decrypts and relays them to the television. A large building with multiple inhabitants can use a single minidish with individual digicomp at each home.

The history of DTH in India DTH services were first proposed in India in 1996. But they did not pass approval because there were concerns over national security and a cultural invasion. In 1997, the government even imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India. Finally in 2000, DTH was allowed. The new policy requires all operators to set up earth stations in India within 12 months of getting a license. DTH licenses in India will cost

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$2.14 million and will be valid for 10 years. The companies offering DTH service will have to have an Indian chief and foreign equity has been capped at 49 per cent. There is no limit on the number of companies that can apply for the DTH license.

How does DTH really differ from cable TV? The way DTH reaches a consumer's home is different from the way cable TV does. In DTH, TV channels would be transmitted from the satellite to a small dish antenna mounted on the window or rooftop of the subscriber's home. So the broadcaster directly connects to the user. The middlemen like local cable operators are not there in the picture. DTH can also reach the remotest of areas since it does away with the intermediate step of a cable operator and the wires (cables) that come from the cable operator to your house. As we explained above, in DTH signals directly come from the satellite to your DTH dish. Also, with DTH, a user can scan nearly 700 channels!

Why DTH is is being discussed now? Doordarshan plans to launch its DTH telecast from April 1. The government has said it will provide 10,000 dishes free across eight states for increased community viewing of the DTH service. The government is estimated to be investing over Rs 300 crore (Rs 3 billion) in this DTH venture. There are four serious contenders for DTH services in India: Doordarshan, Star, Zee, and Data Access.

Is DTH superior to cable TV? Yes. DTH offers better quality picture than cable TV. This is because cable TV in India is analog. Despite digital transmission and reception, the cable transmission is still
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analog. DTH offers stereophonic sound effects. It can also reach remote areas where terrestrial transmission and cable TV have failed to penetrate. Apart from enhanced picture quality, DTH has also allows for interactive TV services such as movie-ondemand, Internet access, video conferencing and e-mail. But the thing that DTH has going for it is that the powerful broadcasting companies like Star, Zee, etc are pushing for it.

So why are broadcasters pushing for DTH? In DTH, the payments will be made directly by the subscriber to the satellite company offering the service. A big problem that broadcasters face in India is the issue of under-reporting of subscribers by cable operators. Consider the cable operators pyramid. Right at the top is the broadcaster. Next comes the Multi Service Cable Operator (MSOs) like Siticable, In Cable, etc. Below them are the Access Cable Operators (ACOs) or your local cable guy who actually lays the wires to your house. The local cable operators or the ACOs then allegedly under-report the number of subscribers they have bagged because they have to pay the MSOs something like Rs 30-45 per household. Showing a lesser number of households benefits ACOs. With no way to actually cross check, the MSOs and the broadcasters lose a lot. Broadcasters do not earn much in subscription fees and are mostly dependent on advertisement revenue to cover their costs, which is not sustainable and does not offer high growth in revenues for broadcasters. The way out of this is to use a set-top box so that it will be clear how many households are actually using cable or going for DTH where broadcasters directly connect to consumers and can actually grow revenues with a growth in the subscriber base.

Why do Doordarshan, Zee, Star think DTH will work in India?

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Today, broadcasters believe that the market is ripe for DTH. The prices of the dish and the set-top box have come down significantly. Overall investments required in putting up a DTH infrastructure has dropped and customers are also reaping the benefits of more attractive tariffs. The major thing that DTH operators are betting on is that the service is coming at a time when the government is pushing for CAS (conditional access system), which will make cable television more expensive, narrowing the tariff gap between DTH and cable.

Will DTH be cheaper than cable or more expensive? DTH will be definitely more expensive than cable as it exists today. A set-top box is a must for DTH. Earlier, when CAS made set-top box mandatory for households, the costs between DTH and cable would not have been too wide. But CAS on the backburner now -- which means no set-top box (a must for DTH), the price gap between DTH and cable, will be wide. In Oct 2002, Siticable, which is owned by Zee, said that the cost of the installation equipment, which includes the receiver dish and the set-top box, would be priced at around Rs 3,900. Siticable is looking to rope in 1 million subscribers in 15 months. Other estimates say that digital cable set-top box may cost Rs 4,000, a DTH decoder dish is unlikely to cost less than Rs 7,000. DTH's minimum subscription could be priced around Rs 500 per month. Some reports say that an entry level DTH STB will cost about Rs 7,000 (including taxes and installation cost at consumers end). A more advanced STB with value added features like PVR (Personal Video Recorder), PSTN connectivity, Gamming console, channel management system, etc. may cost as much as Rs 15,000.

So, what's the buzz? Will DTH finally be the one that rules?

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The cable system is well entrenched in India and is showing quite rapid growth. If DTH had come to India in 1996-97 (like Star had originally attempted), then it could have made a significant breakthrough. Europe is an example of this. DTH developed there before cable and now controls nearly 80 per cent of the total satellite television subscriber base. But in US, cable rules because it came before DTH. DTH will definitely cut into the existing cable user base. It will make the local cable operator less important and take business away from him. It will give consumers greater choice. But it is likely to be an up market premium product and most middle class households will stick to cable.

Current Players
The current players in DTH industry are 1. DD-Direct + of prasar bharti, comprising of 33 FTA channels and 12 all India radio channels 2. Dish TV of ZEE groups 3. Tata Sky the joint venture between Tata and Murdochs Sky TV A recent survey done using the Television Audience Measurement (TAM) puts DDDirect+ with 4.5 million homes at top with Dish TV having 2.1 million homes and Tata Sky capturing 1 million home.

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DTH market share

13%

28%

59%

DD Direct+

Dish TV

Tata Sky

The following companies have either the license/letter of intent or applied for the license to operate DTH services. 1. Sun Direct of Sun Network 2. Reliance Blue Magic from Reliance ADAG 3. Bharti Telemedia 4. Videocon Industries

CHAPTER: 2

COMPANY PROFILE
TATA SKY
Introduction

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Tata Sky
Type Joint venture between Tata Group (80% stake) and STAR TV (20% stake) Founded Headquarters Industry Products Slogan Website 2004 Kirloskar Business Park, Bangalore, India DTH Pay TV Direct broadcast satellite Isko laga daala, toh life jingalala www.TataSky.com

Profile

Tata Sky is a DTH satellite television provider in India. It is a joint venture between the Tata Group, that owns 80% and STAR TV that owns a 20% stake. Tata Sky was incorporated in 2004 but 'Tata Sky was launched' in 8th August, 2006. It currently offers close to 110 channels and some interactive ones. Its current tagline is "Isko laga daala, toh life jingalala!

The company uses the Sky brand owned by BSkyB. The Sky brand, owned by the UKbased British Sky Broadcasting Group, has more than 20 years of experience in satellite broadcasting, and is well known for its innovative products and services. With this service, Tata Sky has joined a select international group of DTH businesses that operate in areas as far away as the UK and Italy in Europe, and Mexico and Brazil in Latin America.

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What is Tata Sky?


Imagine a world where a roar in Corbett National Park can be heard in pristine CD quality sound. A flower blossoming can be appreciated in digital detail. And a sunset in Hawaii viewed in all the 84,612 shades of orange. A world where the mere push of a button gives you courtside seats at the Wimbledon or balcony seats to the latest blockbuster movie. Imagine a world where audio CDs will be outdated, and DVD libraries, frankly, unnecessary. In this world, wires will be redundant and handheld gaming consoles a thing of the past. Information will travel through space, and the mighty remote will give you access to your personal choice of channels. This is the future. This is DTH from TATA and STAR. The next wave of technology that will revolutionize home entertainment in India. This is Tata Sky.

Vision
Tata Sky plans to launch its DTH service with top-of-the-line infrastructure and revolutionize Indian entertainment through its superior DVD quality picture and CD quality sound. The service envisions to: Connect every television home Empower every television viewer Revolutionize home entertainment

Area of business
Tata Sky offers viewers a variety of popular channels in categories ranging from entertainment, sports, movies and music to news and documentaries in DVD-quality picture and CD-quality sound. The service further aims to empower television viewers with choice, control and convenience through a wide range of programming and

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interactive features, thus becoming a one-stop shop for all the television entertainment needs of customers. With state-of-the-art digital infrastructure and partners that include global leaders in digital technology, Tata Sky provides for hardware installation at subscribers' homes, as well as after-sales service through an extensive customer service network that provides complete customer care. Tata Sky also retails its hardware and prepaid recharge vouchers through popular consumer electronic stores to facilitate consumer access.

Business partners
Tata Sky has invested in state-of-the-art digital infrastructure and has partnered with global leaders in digital technology. Indian Space Research Organization: The Company has on lease all 12 KU-Band transponders on ISRO's Indian satellite, INSAT 4A, and the most advanced and highpowered KU-Band communication satellite in the region. The satellite enables Tata Sky to offer superior picture and sound quality with a wider range of channels.

NDS: Tata Sky has partnered with NDS, a provider of technology solutions for pay television. The NDS Video Guard conditional access solution provides superior broadcast security, and enables Tata Sky to offer multiple programming and pricing packages. Siebel: Tata Sky has partnered with Siebel, leaders in Customer Relationship Management (CRM) software, to support operations through call centres and field service operations, customer order management and product configuration.

Comverse: COM verses Kenan FX billing software supports billing for all residential, institutional and commercial customers. The software has been enhanced specifically

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for Tata Sky to support a new industry pre-paid billing service that allows customers 'to pay as you go'.

SAP: SAP's Enterprise Resource Planning (ERP) application suite supports the company's materials management, sales and distribution, finance and control, and human resources requirements.

Sun Microsystems: The company provides world-class technology infrastructure to Tata Sky, which helps in delivering high levels of service standards that ensure maximum up-time, fault recovery and load management. Sun has also provided Tata Sky with installation, engineering expertise and support.

Thomson and Humax: The Company provides top-of-the-line digicomps, customized specifically for the Indian markets. The technology allows Tata Sky to deliver multiple programming, pricing packages, and interactive services to its customers.

Entertainment
Tata Sky's satellite service brings home a whole new entertainment experience with its direct-to-home (DTH) television service. Subscribers can now choose from a

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variety of popular and new channels and enjoy interactive features. Some of the highlights of the service are: Entertainment and Media channels Tata Sky offers subscribers popular channels such as STAR group channels, Sony, Discovery, Disney, MTV, NDTV, ESPN STAR Sports, National Geographic, Eenadu, TV Today, Asianet and many more. Digital quality service The service provides viewers with DVD-quality picture and CD-quality sound, enhancing their viewing experience. Television goes interactive Ever thought of playing interactive games on your television? Or getting weekly channel schedules right on the TV screen with synopses of programmes? Interactive features on Tata Sky make all this and more possible. Features like Active STAR News, Active Newsroom and Active Khabar allow viewing multiple channels on a single screen. For kids there is a special Active Wiz kids learning service. With parental control functions it's also easy to lock channels with special PIN numbers. Customer service and infrastructure support Tata Sky has set up a pan-India distribution network of popular consumer electronic stores and mobile phone outlets that retail its hardware and prepaid recharge vouchers. The company has also tied up with LG, ITC International Business Division and Indian Oil Corporation to support its distribution network. Tata Sky undertakes installation and servicing of hardware at subscribers' homes, ensuring high levels of customer service. The company has engaged a field force of qualified professionals complemented by multi-lingual customer service associates adequately trained to solve all customer problems.

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Achievement
Within a span of one year, Tata Sky has:

Established itself as the fastest growing Pay TV platform in India Established Tata Sky as a trusted and premium brand: achieved 87% brand awareness within the first six months of launch Expanded its product offering from 55 television channels at the time of launch to over 120 channels and interactive services (Active Games, Active Sports, Active STAR News, Active Khabar, Active Newsroom and Active Wiz kids)

Launched Active Wiz kids, the first-of-its-kind education based interactive service in the world that teaches children through learning games Set up state-of-the-art digital infrastructure including an uplink centre in Gurgaon and three high-end 24x7 call centres in Hyderabad, Mohali and Pune supporting 11 languages (English, Hindi, Marathi, Gujarati, Punjabi, Malayalam, Kannada, Tamil, Telegu, Oriya and Bengali)

Expanded its distribution network from 300 towns and 10,000 dealers at the time of launch to 4,500 towns and 30,000 dealers across the country and operating through 245 exclusive distributors

Simultaneously trained 5000 people in a span of 6 months across 180 cities (the largest corporate training initiative in India) Become the gold standard in customer service: achieved globally best-in-class (durable and telecom industries) customer satisfaction scores. Introduced first-time ever interactive television promotions across popular television channels including Sony (Indian Idol highlights on-demand), STAR World & STAR One (Coffee with Karan Contest) and STAR Gold (Tata Sky Pure Gold Krrish Contest & Tata Sky Pure Gold Don Contest)

Milestone

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2005
TATA - STAR DTH venture signs lease agreement with ISRO (Indian space research organization) TATA - STAR DTH Venture Receives Ministry's Clearance

2006
Tata Sky selects NDS systems to create India's most advanced digital and interactive DTH service Tata Sky launches ACTVE WIZKIDS - a unique edutainment service Tata Sky launches pay-per-view service - SHOWCASE Tata Sky Launches ACTVE SPORTS on ESPN STAR Sports Television finally becomes interactive with Tata Sky Tata Sky Satellite Television Service Launches Across the Country Tata Sky partners with Humax for set-top boxes Tata Sky selects Sun Microsystems to build state-of-the-art direct-to-home (DTH) television service in India Tata Sky selects Maxus as its media buying partner Tata Sky partners with Thomson for set-top boxes Zee-Turner channels now on Tata Sky

2007
Tata Sky introduces three new interactive services: Active Darsan, Active Learning and Active Stories Tata Sky expands offering to 140 channels Tata Sky crosses 1 million marks in record time Unparalleled World Cup cricket viewing experience on Tata Sky Tata Sky launches three new channel packages Watch ICC World Cup on Tata Sky with Hrithik Roshan Tata Sky offers 5 months of free viewing

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Interactive services

Get your favorite recipes when you want On Active Cooking you can get your favorite recipe when you want at the press of a button. The service features four new and easy-to-cook recipes daily, from master chefs across the country along with handy kitchen tips.

Make your child a genius Designed specifically for preschoolers, Actve Wizkids is a television based service that aims to continue a childs learning process at home through a host of fun-filled games covering Mathematics, the English language and General Knowledge.

Take daily quizzes covering Maths, GK and Science on your TV A quiz based educational service covering Maths, GK and Science for children in the age group of 7-11 years. The content for this service is provided by 24x7guru.com.

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Enjoy

your

favorite

story

books

on

TV

A TV based story book that children can read and listen to at their own pace. The service features new stories in English and Hindi everyday from the likes of Panchatantra, Jataka tales and Hitopadesh.

Turn

your

home

into

mini

stadium

Watch cricket the way you want with exclusive features like: Highlights on-demand Choice of commentary language Multiple camera angles

Interactive games for all ages

Choose from six games on your TV that can be played with the Tata Sky remote. The games are refreshed periodically so that your excitement levels never wane.

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Catch a news story as it breaks; simultaneously on four channels

watch four different English news channels like Headlines Today, Times Now, CNN IBN and NDTV 24x7 all on a single screen. Choose the audio of the desired channel.

Go directly to your favorite news section

Control how and when you want to watch the news. Go directly to: Headlines Top stories Features

Get daily astrology predictions, at the press of a button Find out what each day has in store for you with daily predictions from Bejan Daruwallas Ganesha Speaks.

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24x7 darshan of the ISKCON temple, Juhu and the Shirdi Sai Baba temple

Get darshan of the ISKCON temple, Juhu and the Shirdi Sai Baba temple on your TV, throughout the day. This new service is brought to you in partnership with STAR News.

Your private multiplex at home

Watch the latest blockbusters from the comfort of your home on Tata Sky's pay-per-view service, Showcase. All movies come with just a single adbreak and in original print. The movies can be ordered once and enjoyed multiple times through the day.

With guide you can: Find out whats playing on any channel up to 7 days in advance Set reminders for up to 50 programmes you wish to watch Get synopses of programmes

HOME

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Consumer awareness on TATA SKY If you cannot decide which serial or movie to watch, switch to home

Home provides a list of channels based on categories. You can get a preview of movies/ serials/shows playing across all channels on the same screen. Deciding what to watch was never this easy .

SEARCH & SCAN BANNER


This feature allows you to find out whats playing on another channel without changing the channel you are watching. The banner appears at the base of the TV screen without interfering with what you are watching and disappears automatically after giving you the schedule of programmes across all channels.

SETTING FAVOURITE CHANNELS


Select up to 20 channels and position them in the order of your preference. Press fav on your Tata Sky remote to go directly to any of the selected channels.

Payment system on Tata sky


Online payment Recharge Voucher
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Online Payment
Pay online for your monthly subscription through your credit card/net banking account. Login to the My Tata Sky section and click on the Account Recharge option (available only to registered users of My Tata Sky)

Recharge Voucher
Purchase a recharge voucher of the desired denomination from nearest Tata Sky dealer then; Scratch the security foil on the reverse of the voucher to reveal the unique 16-digit recharge PIN Login to the My Tata Sky section, click on the Account Recharge option and enter your 16-digit PIN to recharge your account (available only to registered users of My Tata Sky)
OR

Send RC <16-digit recharge PIN> to 56633 from your Registered Mobile Number (RMN). To register your mobile number, send RMN <space> <your 10-digit subscriber ID> to 56633 from your mobile phone.
OR

Call the Tata Sky helpline to enter your 16-digit PIN through the IVR

Tata Sky recharge vouchers are available at all also available at select Contact Tata Sky help lines: From MTNL / BSNL lines: +1 (860) 425 6633 From other lines: Western India: +91 (20) 6600 6633 outlets.

and

outlets. They are

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Northern India: +91 (172) 6600 6633 Southern and Eastern India: +91 (40) 6600 6633 For more information please see www.tatasky.com or Tata Sky profile

CHAPTER: 3

ANALYSIS
OBJECTIVES OF THE PROJECT
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It is obvious that every task has some objectives. My objectives behind working on this project are: -*) the main objective of this project is making the consumer aware of His/Her rights.

RESEARCH METHODOLOGY
1. ORIGIN & FORMULATION OF RESEARCH OBJECTIVE

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It is the first and the most important stage in applied research. The objective of the project is to know the consumer awareness is making the consumer aware of His/Her rights. It means that consumers not or are aware of products or services, its characteristics and the other marketing P's (place to buy, price, and promotion). At this stage, I will try to define following one thing; Time & Space boundaries:In this project, the time period is 1st January, 2008 to 5th march, 2008. The study is to be carried out part timely.

2. FORMULATING OF RESEARCH DESIGN


Research design specifies the methods and procedures for conducting a particular study. Research design is a plan, structure and strategy of investigation so as to obtain answer to the problem. Research designs are mainly three types. Exploratory Research Design: Exploratory research design focuses on discovery of ideas and generally is based on secondary data.

Descriptive Research Design:


Descriptive research is more rigid than exploratory research and seeks to describe users of a product, determine the proportion of the population that uses a product, or predict future demand for a product. Descriptive research study is undertaken when the researcher wants to know the characteristics of certain groups; gender; education level; income; occupation etc.

Causal Research Design:


Causal research is undertaking when the researcher want to study the cause and effect relationships between two or more variables. It accomplishes this goal through laboratory and field experiments. I am applying Descriptive Research Design; it means a type of conclusive research that has its major objective descriptive of something. In this Descriptive
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research, I use longitudinal research to Study my project, as I m collect one time information from the unknown sample.

3. SELECTION OF SOURCES OF DATA


The choice of the source of data should be according to the objective and suitability to the information required. There can be two main classifications of data sources. Primary data Secondary data

Primary data means the data, which is collected by the research for the first time; in this project I am using this method by conducting a field survey.

The secondary data is collected from article from the internet site. The detail regarding secondary data is mentioning in the bibliography.

4. DECISION ON DATA COLLECTION TECHNIQUES


Once the decision in the favors of collection of primary data is taken, the researcher has to decide the made of collecting data. There are two modes of collecting data.

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Observation Method Survey Method To collect information through the survey method, I had to select the tool through which I would gather information one chouse the questionnaire. I am using survey method as the data collection form. The data were collected through survey method by personal interview. Hence Data collection tool is Questionnaire.

PERSONAL SURVEY
I am using this survey because of its suitability to my project, personal survey is suitable to my research and I will get an opportunity to meet consumer face to face.

The description regarding designs the questionnaire is as follows: Types of information to be collected: I have decided to collect the information regarding the consumer awareness on tata sky.

Types of question:
I have used open-ended, Rating, Dichotomous (yes/no), Single choice, Scaling and multiple choice question in questionnaire.

Phrasing question:
I have used simple language while formulation questionnaire so that the respondents do not confused.

Order of question:
The simple questions were put in the starting to make the respondent familiar with the subject and to gain his interest to fill up the questionnaire.

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Layout of questionnaire:
I have prepared the questionnaire which can be read and interpreted easily. The questionnaire as prepared using the front Times New Roman with front size 12 with 1.5 line spacing.

5. SAMPLE DESIGN
Looking at the vast geographic area of the Surat city, I have selected the simple random sampling method for conducting survey. (convince method to access easily.) The sampling method that I will be choosing is the probability. The sample size for the survey is 100.

6. ORGANIZING AND CONDUCTING THE FIELD SURVEY


After preparing the questionnaire and taking the sample decision the next step is to organize and conduct field survey. There are 2 aspect related to survey which have to be considered.
.

Interviewing Supervision of field work

Interviewing:As I am collecting the information from the people. I am

using field survey for collect the data, it is very necessary to supervise the fieldwork as the time providing. At some place I got responses after 4 to 5 visit as in starting. But this also helped me to remove my fear of meeting people.

7. ANALYZING THE COLLECTED DATA


Once the field survey is over and the questionnaire have been received, the next task is to aggregate the data in to a meaningful manner to bring out the main characteristics of the data collection. It is necessary to interpretation of data because
The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

faulty and improve data analysis will not give proper insight into the research object. This phase is divided in three as bellow;

Edition
The first task in data processing is edition. It is the process by which the data are prepared for subsequent code after review of questionnaire with the object.

Coding
It is the process of classifying the answer to question into meaningful categories. The symbol used to indicate these categories are code which is systematic.

Tabulation
Tabulation comprises of sorting of the data into different categories and counting the number of cases that belong to easy categories. I have used different types of tabulation and frequency distributions and different types of graphs for analyzing the data collected for and used for the percentage method and CHI square test for findings.

8. PREPARING THE RESEARCH REPORT


I have used charts and tables are prepared using different colors and texture so that the finding & analysis can be interpreted with less effort. The typical content of the research report are formulated in a standard format which is as follow: Executive summary Introduction of company and industry Objective of the project Research methodology Limitation of the project Analysis Findings of research Conclusion
The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

Bibliography Annexure

LIMITATION OF THE STUDY


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Consumer awareness on TATA SKY

As the area of this project is very wide, two months were very less time period. As again the allocation was less, I was able to interact to very less people and could analyze only 100 questionnaires which were very less to know about people awareness in the current market of DTH service.

5. ANALYSIS OF DATA
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Consumer awareness on TATA SKY

The analysis is required to come on any conclusion. This analysis is made from the data collected from the Questionnaire, which is filling up by various consumers who are aware and not aware about TATA SKY.

Q-1.Do you watch TV? About asking this question I got the result as follow. ANSWER Yes No RESPONDENT 95 05 PERCENTAGE 95% 05%

100 80 60 40 20 0 RESPONDENT YES NO

So from this survey I have found that 95% of people are watching TV and just 5% of people are not watching TV.

Q-2 How frequently you watch the T.V.? About asking this question I got the result as follow.

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

ANSWER Regularly Rarely Once in week Twice in week

RESPONDENT 45 21 21 13

PERCENTAGE 100% -

50 40 30 20 10 0 Regularly Rarely Once in week Twice in week Respondant

Q.3 Which types of programme you prefer to watch? (Multiple Option) Programme Sports News Geographic Regional Serial Songs Movies Histories RESPONDENT

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

100 80
%TAGE

60 40 20 0 Regula 85 on 17 Idea 10 Relian 11 Tata 1 BSNL 10

OPERATOR

So from this survey 50% of the total users of Surat city are using Vodafone while only 50% of customers are using other operator service. There 49 are using Vodafone, Airtel (17), Idea (10), Reliance (11), Tata Indicom (1), and BSNL (10). So we can say that in Surat city majority of people are using Vodafone. There is very less demand for Tata Indicom, to maintain there customers.

Q.4 Which connection you are use for your entertainment? About asking this question I got the result as follow. ANSWER Dish T.V Door Darsan Cable connection Internet Any other 01 01% RESPONDENT 99 PERCENTAGE 99%

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

90 80 70 60 50 40 30 20 10 0

Dish T.V Door Darsan Cable connection Internet Any other respondant From this survey I have found that 98% of respondents know about

the mobile service but 1% of respondents are not aware about the service.

Q-4.From which sources you comes to know about Vodafone? About asking this question I got the result as follow. SOURCES Advertisement Hoardings Newspaper Mouth Publicity PERCENTAGE OF USERS 71 12 02 15

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

80 70 60 50 40 30 20 10 0

RESPONDENT

Thus by these analysis of Vodafone, I have found that 71% of people know about the Vodafone company through an Advertisement, and 12% by Hoarding or Banner. There 15% of people is having awareness by Mouth publicity or communicating with other people.

The Surat Peoples Co-Operative Bank College of Business Administration

Add

Hoardings

Newspaper

Publicity

Consumer awareness on TATA SKY

Q-5.First thing which come in your mind when you hear about Vodafone? like. 1. 2. 3. 4. 5. Best mobile service Advertisement of Puppy Best Coverage Hutch Vodafone deal Some prefer Vodafone as best Brand So through this research I have found that the Vodafone is having a good awareness in Surat, Gujarat. There the people of surat is having positive thoughts for Vodafone, as compare to another operating services. About asking this question I got the different types of suggestions, and above that suggestion I have made the research through Pie chart, suggestions

Q-6.Have you ever use Vodafone as mobile service? About asking this question I got the result as follow. ANSWER Yes No RESPONDENT 49 49 % OF USERS 50% 50%

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

50 40 30 20 10 0 RESPONDENT YES 49 NO 49 RESPONDENT

By this analysis I have found that in Surat there 50% of people are using Vodafone service and 50% of people are using other operating service Like Airtel, Idea, BSNL, Tata Indicom, Reliance. So through this survey it is easily to compare Vodafone with other operating service. There Vodafone is quite popular in Gujarat because of its service and especially in there network pr coverage area.

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

Q-7.If yes, then for what period you have used the Vodafone service? About asking this question I got the result as follow. PERIOD Less then month 1month to 6 months Up to year Above years RESPONDENT 00 02 20 27

40 30 20 10 0 Less than 0 1mth6mth 4 Up to Above year year 16 38 Respondent

Respondent

As per these analysis one think which is clear about Vodafone that there out 49 customer 27 customers are using these service from more than year or we can say 34 years, and 22 customers are using Vodafone service up to year, thus the Vodafone has maintain there good service against the customers, thats why the customers prefer this Brand.

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

Q-8.Which of the following service do you use? About asking this question I got the result as follow. OPERATOR Pre-paid Post-paid PERCENTAGE OF USERS 80 20

80 60 40 % OF USER 20 0 Pre-paid % OF USER 80

Postpaid 20

During the survey I found that majority of users were youngsters. And they are using Vodafone because of friends as free SMS scheme is provided by Vodafone. So majority customers are using Vodafone. Among these customers 80% of the users are using pre-paid services. The main reason behind this is pre-paid is easily removable and low usage. While another reason
The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

I was found that post paid customers are those who have their own business or doing jobs in big companies.

Q-9.Where did you obtain/ take the connection from? About asking this question I got the results as follows LOCATION Company Shop Exclusive dealers Vendor shop PERCENTAGE OF USER 50 25 25

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

50 40 30 20 10 0 Company shop 50 Exclusive dealers 25 Vendor shop 25 % OF USER

% OF USER

As people are more trusted towards company shop so they would like to get connection from company shop. And survey also tells that 50% connection was taken from the company shop while 25% of connections were taken from exclusive dealers. Some people are taking connection from retailers or Vendor shops; they believe that from retailers they will get selected numbers. Also I have seen in too many cases that they were got the selected numbers from the retailers which were not found in the company shop.

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

Q-10.How long did it take for your card to get activated and function? About asking this question I got the results as follows TIME IN HOUR 02-06 06-12 12-24 Above 24 Not sure PERCENTAGE OF USER 74 19 04 00 03

80 60 40 20 0 % OF USER

020612- Above 06Hrs 12Hrs 24Hrs 24 74 19 4 0

Not sure 3

% OF USER

Most of the card has been activated within 12 hours of purchasing. But in case of late submission of documents or misplaced of documents it might take more then 12 hours. Research also suggests that 74% of card had been activated within 12 hours of purchased and it was functional properly. And only 19% were taken more than 12 but less than 24 hours to get functional. Whiles as I said that sometimes documents might be misplaced so might take more time. And that 4% suggest that because of misplaced of documents the activation might be delayed, and 3% of customers was not sure or they forgot about there activation period.
The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

Q-11.Rate the following parameter of Vodafone to other service provider? About asking this question I got the results as follows. PERCENTAGE OF USERS Good Average Poor 02 40 08 10 25 10 05 02

PARAMETERS Coverage Value Added Services Customer Services Brand Image Tariffs & Schemes

Very Good 98 55 90 90 65

Very Poor

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

120 100 80 60 40 20 0 Very Good Good Average


Coverage In case of coverage, Vodafone customers

Poor

Very Poor

satisfaction is highest. There 98% of customers finds that the coverage or network is very good of Vodafone, and just 2% of users of Vodafone think that the coverage for Vodafone is good.

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

60 50 40 30 20 10 0 Very Good Good Average Poor Very Poor

Value Added service

In case of Value added service of Vodafone

55% of customers

finds that the Value added service is very good of Vodafone, 40% of customers find that the Vodafone is providing a good Value added service and just 5% of users of Vodafone think that the Value added service for Vodafone is Average.

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

100 90 80 70 60 50 40 30 20 10 0 Very Good Good Average Poor Very Poor

Customers service

In case of Customer service of Vodafone

90% of customers finds

that the Customer service is very good of Vodafone, 8% of customers find that the Vodafone is providing a good Customer service and just 2% of users of Vodafone think that the Customer service for Vodafone is Average.

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

100 90 80 70 60 50 40 30 20 10 0 Very Good Good Average


Brand image

Poor

Very Poor

In case of Brand Image, Vodafone

customers

satisfaction is highest. There 90% of customers finds that the Brand Image is very good of Vodafone, and 10% of users of Vodafone think that the Brand Image for Vodafone is good.

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

70 60 50 40 30 20 10 0 Very Good Good Average Poor Very Poor

Tariffs & Schemes

In case of Tariffs & Schemes of Vodafone

65% of customers finds

that the Tariffs & Schemes is very good of Vodafone, 25% of customers find that the Vodafone is providing a good Tariffs & Schemes and 10% of users of Vodafone think that the Tariffs & Schemes for Vodafone is Average.

Q-12.Which of the following skim that you prefer the most? About asking this question I got the results as follows SKIM YOU PREFER SMS Reduce Call charge High Talk Time STD skim PERCENTAGE OF USERS 45 42 11 02

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Consumer awareness on TATA SKY

50 40 30 20 10 0 SMS % OF USER 45 Reduce Call 42 High Talk 11 STD skim 2 % OF USER

Q-13.Why This question is used for those who doesnt know about the Vodafone

company or its service, I have found that out of 100 respondent 49 respondent are using Vodafone service, 49 respondent are using other operating service but they are aware about Vodafone, and 2 respondent are not using mobile or mobile service then also they are aware about the Vodafone company and Vodafone service. There it is clear that Vodafone is having 100% of Brand Awareness in the market through advertisement, mouth publicity etc. So there is no question of unawareness of Vodafone.

Q-14.Whats the reasons for which you are not using service?

Vodafone operating

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

About asking this question I got the results as follows. REASONS Poor Service Expensive Service Poor Network Better Service Provide by Other Operator PERCENTAGE OF USERS 02 58 00 40

60 50 40 30 20 10 0 Poor ser Exp ser % OF USER 2 58 Poor Network 0 Better Ser 40 % OF USER

Thus by this survey or research I have found some negative points of Vodafone that its service is little bit expensive then other operating service in surat. There here another drawback is that companys like Airtel, Reliance and BSNL is also providing good service in the market, so 40% of customers are grab by other operating service. So comparative analysis is easily find in these research.

Bibliography

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

http://www.hathway.com/dctv/setbox.htm http://www.tatasky.com/corporate_info.htm http://www.sciencenews.org/articles/20070915/bob9.asp en.wikipedia.org/wiki/Tata_Sky www.altavista.com www.dth.co.in www.rediff.com/money/2004/mar/23spec.htm Yahoo Google www.tata.com/tata_sky/index.htm www.ciol.com/content/news/2006/106080809.asp www.mouthshut.com/product-reviews/Tata_Sky_TV-925065500.html www.saveondish.com/ www.efytimes.com/efytimes/fullnews.asp?edid=18742 https://selfcare.tatasky.com/portal www.planetenjoy.com/technology/ 800_tata-sky-satellite-television-dth

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Consumer awareness on TATA SKY

Annexure
The Surat Peoples Co-Operative Bank College of Business Administration Udhna Surat

Consumer Awareness on Tata Sky


Dear Sir/Madam, I am Ravi Patel, T.Y.BBA student of S.P.B College of Business Administration. I am doing my winter project on the consumer awareness on TATA SKY. For the partial fulfillment of the B.B.A. program, I hereby request you to fill up this questionnaire that will give me required

Questionnaire

Name : assure you that all the information is purely used for information for the project. I____________________________________________an academic
purpose, and will be kept completely confidential. Address : ____________________________________________ ____________________________________________

Contact No.

: _____________

Age : -

_____

Q-1 Do you watch the T.V.? Yes If yes then continue If No go to: Q. 5 Q-2 How frequently you watch the T.V.?
The Surat Peoples Co-Operative Bank College of Business Administration

No

Consumer awareness on TATA SKY

Regularly Once in week

Rarely Twice in week

Q.3 Which types of programme you prefer to watch? (Multiple Option) Serial Songs Histories Movies Sports News Geographic Regional

Q.4 Which connection you are use for your entertainment? Dish T.V Door Darsan Any other _____________ Cable connection Internet

Q.5 Are you aware about TATA SKY? Yes If yes then continue No

If No go to: Q. 14

Q-6 Since when you are aware about Tata Sky? Last 2 month Last 6 month Last 12 month More than 12 month

Q-7 From which source are aware about tata sky? TV Advertisement Holdings News papers Relatives

Q-8 Do you use tata sky as your entertainment service?


The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

Yes If yes then continue If No go to: Q. 13

No

Q-9 Since how long you have been using tata sky? Last 1 month Last 6 to 12 month Less then 12 month More than 12 month

Q-10 Rate the following attributes for Tata sky provider? ( 1-Best; 5-Worst ) Connection Better service Good quality Good signals Price Schemes Additional channels that you were using before tata sky? Yes If yes then continue If No go to: Q. 15 No

Q-

11 there

Was

another service

Q.12 Which of the service that you use? Dish T.V Internet Cable connection Door Darsan

Q.13 Rate the reason for not to use tata sky as entertainment? (1-Best; 5-Worst)
1) 2)

Dont want to change with regular service Poor service


The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

3) 4) 5) 6)

High price Low signals Additional facility provided by other operator High rent per month

Q.14 If you will get chance to adopt tata sky in future will you use it? Yes No

Q.15 Any suggestion

Date: - ____

Sign: - _________

Thank you

The Surat Peoples Co-Operative Bank College of Business Administration

Consumer awareness on TATA SKY

The Surat Peoples Co-Operative Bank College of Business Administration