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TATA SKY
ISKO LAGA DAALA TOH LIFE JINGALALA
Note: All information in the case has been garnered from sources in the public domain. This case
has been developed for purely academic purposes, and is not in any way the intended or actual
plan of Tata Sky Ltd.
 
 
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An overview of the Indian television market
India has about 133 million TV homes of which, Cable & Satellite (C&S) services are present in 76 million (57%) of the homes.
 
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Non-cable TV homes which have DD and free-to-air channels form 32%.
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DTH (Direct to home) services comprise 11% of the total market with 14 million homes in all.
History of TV broadcasting in India
DD was launched way back in 1959 and was India’s only TV channel for long. In the early 90’s, post liberalization the government allowed private and foreign broadcasters to engage in limited operations in India. It was then that Cable & Satellite operators became popular, thereby changing the way the average Indian watched TV.
The cable TV industry remains largely unorganized with only about 30,000 C&S operators registered with the TRAI (Telecom Regulatory Authority of India). Lack of regulation gave the Cablewallas an opportunity to report lower number of connections than what they actually served to save on the fee payable to the broadcasters. Hence the much needed CAS (Conditional Access System) was introduced by the Government of India in Chennai in 2003 to control the growth of this unorganized sector that led to loss in revenues. Soon CAS was introduced in the other metros - Delhi, Mumbai and Kolkata following the guidelines of TRAI.
2005- Advent of DTH in Indian Homes
In December 2004, DD was the first player to launch DTH services that had -
1.
Digital clarity of sound and picture which was missing in C&S.
2.
No...