Certificate
Content
CERTIFICATE
This is to certify that Divya, a student of BBA Guru Gobind Singh Indraprastha University, enrolled for the Batch 2010-13, with Enrolment no. 03761101810 completed her Project report “COMPARATIVE STUDY ON DISH TV & TATA SKY” as part of Course Code: BBA (B&I) under the guidance of Mr.
Nakul Anand, (MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES (MAIMS)). It was nice to observe that he has worked efficiently and dedicatedly to complete this project in given time under the proper guidance.
Mr. Nakul Anand Lecturer (MAIMS)
i
ACKNOWLEDGEMENT
At the outset, I would like to place on record my gratitude to all those who have been instrumentals in shaping up this project with their guidance and inspiration. I take this opportunity to express my deep sense of gratitude to all those who have contributed significantly by sharing their knowledge and experience in the completion of this project work. I am highly thankful to Mr. Nakul Anand, my project guide under whose guidance this project work was carried out. I thank him for his continuous support and mentoring during the tenure of the project.
Finally, I would also like to thank all my dear friends for their cooperation, advice and encouragement during the long and arduous task of carrying out the project and preparing this report.
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DECLARATION
I, a student of studying at solemnly declare that the project work titled“COMPARATIVE STUDY ON DISH TV & TATA SKY”, as prescribed in the six Semester.
This program is undertaken as a part of academic curriculum, according to the College rules and norms and by no commercial interest and motives.
Divya Enroll. No. 03761101810 BBA (B&I) MAIMS
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Executive Summary
The development of the Direct to home sector has experienced a major process of transformation in terms of its growth, technological content and market structure in the last decade. Any company which is successful is because of their reach among customers which is possible through the effective tools through which a company communicates and attract its customer. Dish TV & Tata Sky is the most famous brand and has a sophisticated place and market leader position in the mind of customer. This is due to its strong brand image. The attempt behind this project was to find out the effectiveness of DISH TV & Tata Sky as a brand over the retail outlets and its competitor position over these outlets, so that company would be able to find out its lagging area and can focus more effectively to target more and more customer and to communicate them more easily. In the year 2004 Tata Sky was incorporated but was launched only in 2006. It is a joint venture between the Tata Group, that owns 80% and STAR Group that owns a 20% stake It currently offers close to 196 channels (as of December 2010) and some interactive ones; this count includes some numbers off HD channels offered by Tata Sky (as Tata Sky - HD) and interactive services also. In the clash between these two pioneers of the Indian DTH industry, it seems as of now that Tata Sky is slowly taking the lead, with more emphasis on new
iv
technology (as showcased by their effort at DVR recording and MPEG-4 compression), Dish TV seems to be uninterested for now, but with more and more people switching to Tata Sky, they may have to take drastic action soon.
v
This is to certify that Divya, a student of BBA Guru Gobind Singh Indraprastha University, enrolled for the Batch 2010-13, with Enrolment no. 03761101810 completed her Project report “COMPARATIVE STUDY ON DISH TV & TATA SKY” as part of Course Code: BBA (B&I) under the guidance of Mr.
Nakul Anand, (MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES (MAIMS)). It was nice to observe that he has worked efficiently and dedicatedly to complete this project in given time under the proper guidance.
Mr. Nakul Anand Lecturer (MAIMS)
i
ACKNOWLEDGEMENT
At the outset, I would like to place on record my gratitude to all those who have been instrumentals in shaping up this project with their guidance and inspiration. I take this opportunity to express my deep sense of gratitude to all those who have contributed significantly by sharing their knowledge and experience in the completion of this project work. I am highly thankful to Mr. Nakul Anand, my project guide under whose guidance this project work was carried out. I thank him for his continuous support and mentoring during the tenure of the project.
Finally, I would also like to thank all my dear friends for their cooperation, advice and encouragement during the long and arduous task of carrying out the project and preparing this report.
ii
DECLARATION
I, a student of studying at solemnly declare that the project work titled“COMPARATIVE STUDY ON DISH TV & TATA SKY”, as prescribed in the six Semester.
This program is undertaken as a part of academic curriculum, according to the College rules and norms and by no commercial interest and motives.
Divya Enroll. No. 03761101810 BBA (B&I) MAIMS
iii
Executive Summary
The development of the Direct to home sector has experienced a major process of transformation in terms of its growth, technological content and market structure in the last decade. Any company which is successful is because of their reach among customers which is possible through the effective tools through which a company communicates and attract its customer. Dish TV & Tata Sky is the most famous brand and has a sophisticated place and market leader position in the mind of customer. This is due to its strong brand image. The attempt behind this project was to find out the effectiveness of DISH TV & Tata Sky as a brand over the retail outlets and its competitor position over these outlets, so that company would be able to find out its lagging area and can focus more effectively to target more and more customer and to communicate them more easily. In the year 2004 Tata Sky was incorporated but was launched only in 2006. It is a joint venture between the Tata Group, that owns 80% and STAR Group that owns a 20% stake It currently offers close to 196 channels (as of December 2010) and some interactive ones; this count includes some numbers off HD channels offered by Tata Sky (as Tata Sky - HD) and interactive services also. In the clash between these two pioneers of the Indian DTH industry, it seems as of now that Tata Sky is slowly taking the lead, with more emphasis on new
iv
technology (as showcased by their effort at DVR recording and MPEG-4 compression), Dish TV seems to be uninterested for now, but with more and more people switching to Tata Sky, they may have to take drastic action soon.
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