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Slowdown a blissing in disguise for DTH industry
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The awesome trend in the DTH industry has now got a reckoning moment with the consumers preferring the DTH for theatres to watch movies. TRAI, the Telecom Regulatory Authority of India, has come out with the net consumership as on April 2009 – 11.1 million, which has seen a growth to 13.5 million update. The increase in the subscription has been consistent ever since April 2008 – at an average of 3 lakh consumers a month, which too is undergoing a tremendous increase – 8 lakh subscribers a month in recent times, quoted the CEO of Bhrati Airtel, the promoters of Digital TV. Much accurate to be, the subscription during the months of July, August and September 2008 has been 6 lakh which seen the one-million figure by December.

The Dish TV has an existing subscription of 5 million, which, the company hopes will increase to 7.5 million. The major factors which contributes for the imminent growth are - economic and low end entry fee, free offers, value-added services, matrimonial information, educational kits et al. Among the current subscribers, 97 million come under cable and satellite home theatres. The number of multiple operators too increased paving way for taking the industry to nook and corner. Dish TV has a balanced subscribers in urban and rural pockets, which have been the potential areas to be well noticed. With the ongoing trend it is estimated that almost 30% increase may bloom in a year, with an additional increase to 40% by 2015. Marketing share will be in the lines of 40% by C&S, with an equal share by Digital cable and 20% by analog cable. A recent entrant Reliance Big TV could muster 1.5 million subscribers within a year enriching the net revenue to the industry.

Tata Sky is no inferior to others with a 3.5 million subscriber base as on March 2009 and the company foresees the figures to cross 8 million within another three years. Sun Direct ( a joint venture between Maran family and the Malaysian Astro Group on 80:20) has penetrated the pan-Indian base thereby accruing 3.1 million subscribers by September 2008. Taking the trend, the overall growth has been an unexpected one and a pleasant surprise to the DTH industry.

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