Dish TV one of the pioneers of DTH services in India, has crossed 4 million subscribers. It has 4.4 million subscribers. That would be a 53% market share of 8 million total DTH subscribers. Dish TV, part of media conglomerate Zee group has added 4.3 lakh subscribers in the month of October.
Dish TV is known for its innovation and marketing. Starting with roping in Shah Rukh (arguably the biggest brand in India) for advertising to providing wide range of value added services, Dish TV has done it all. Recent addition to its innovation is the interactive banking services called ICICI Active. This is in association with ICICI Bank, Dish TV will provide access to banking services from the comfort of your home.
DTH space in India is expected to grow to 40 million subscribers by 2015. That would be 5 times the current market. Dish TV could be betting big on DTH service. But, with the entry of some big players the equation is set to change. Everybody wants a piece of the DTH pie. Tata Sky for one is behind Dish TV. Sun Direct, Reliance Big TV and Airtel DTH though new will soon catch up.
Just going by the popularity, Reliance Big TV is capturing the market pretty fast. May be its the brand value or they do really offer a superior product, Reliance got their act together one more time. Reliance always use the same strategy. Launch it and launch it big. Economies of scale always work for Reliance. I am yet to hear anything about Airtel DTH. Of the 5 players Sun Direct, I think, is the least popular.
Mobile market and DTH market are seeing an explosive growth in India.
What do you think is the next growth industry in India?
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I have dish tv and it sucks. I am gonna change to airtel as soon as the contract runs out. I dont know how ICICI active is going to work when the stupid TV listing doesn’t work half the time.