By Manoj Govindassamy - { 22/10/09 }
DTH is next Telecom Story in India – Dish TV, Sun DTH, Tata Sky, Big TV market share details
Media Partners Asia recently did a study about Indian DTH players, their current market share and the future predictions. DTH television service providers have quadrupled their market share in two years. Of course lag far behind cable operators. The share of DTH operators has risen to 17% from 4% in 2007 while that of cable operators declined to 83% from 96%.
Dish TV from Zee Group was the first player in the market and so it obviously had the early bird advantage. Its topping the DTH list with more than 5 million subscribers. Closely behind is SUN DTH and Tata Sky with around 4 million subscribers. Sun TV actually showed tremendous growth compared to other DTH players. With in short span of introduction, SUN DTH was able to reach deep with its attractive channel packages, tariff structures and advertisement.
If you look at investments, each subscriber acquisition costs Rs.4600/- to the DTH company. Where as the Return on Investments ranges between Rs.85/- to Rs.200/- monthly revenue (Average Revenue per user – Arpu). Tata Sky remains the top Arpu grosser with an average Rs200 a month while Sun Direct has an Arpu level of Rs.85/- Also, the study predicts that by year 2013, DTH market share will be at 28%. At present, the country has around 15 million DTH subscribers and the industry has a turnover of around Rs.3,000 crore. [photo credit : live mint]
Similar to Telecom space, we can expect more competition in the DTH market in the coming years. Also, more Satellite Channels are fast moving to beam Digital Contents and DTH will be the key in distributing these quality signals to our TV sets.
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