DTH

The Last Mile Channel Carriage

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/10/19/Untitled-1_8.jpg?itok=dDZn1mYE

Satellite channels have driven growth in C&S households from only four channels in the early 1990s to around 100 today. And going by present indications, with a C&S growth rate of around 17 per cent per annum cable penetration is expected to reach 67 million households by 2005.

Improving socioeconomic conditions, rapidly falling TV prices, increasing relevance of TV in household entertainment, are some of the drivers to increase penetration.

In declared terms the industry has been growing at the rate of 10 to 12 per cent and the size of the industry today in revenue terms is Rs 38 billion. Of this subscription revenue makes up RS 36 billion, local advertising revenue RS 1.25 billion and Internet over cable RS 60 million.

There are some key issues which govern an industry still in its nascent stage of development. These are: mushrooming growth of mom-and-pop operations, lack of addressability in the traditional cable business, subscriber base for pay channels becoming a point of negotiation.

The battleground in broadcasting business today has shifted from the skies to the ground. Effective distribution and efficient addressability is paramount to the success of a channel.

And in this scenario - HE WHO DISTRIBUTES WELL IS KING.

And it is the cable operator who is the critical cog in this equation. For it is he who decides on:

a)channels to be shown to subscribers;

b)frequency at which the channel is transmitted;

c)in case of pay channels, he decides how he gets reimbursed from the subscriber and at times the broadcaster faces a huge under-reporting of actual subscribers with disclosure ratios as low as 10-20 per cent.

As for broadcasters, their primary targets are producing, acquiring quality content, maximising advertising revenue through higher reach and viewership.

And for this, the relationship with the cable operator is the single most important factor in deciding the success of any channel.

Because a channel's carriage ultimately depends on availability to both the cable operator and consumer as well as viewability at the subscriber end.

When discussing viewability, the type of television set also has to be considered. TVs receive signals on three major frequency bands. The Prime Band which is available to all TVs including B&W TVs; the tunable S-band viewable on all CTV's and the non-tunable S -band or Hyper band viewable on new colour TVs.

Statistics culled from surveys in 48 cities show that of an estimated 8.62 million subscribers, only 3.81 million can receive the hyper band signal which automatically excludes 4.81 subscribers from a broadcaster's list if he is transmitting on the Hyper band.

This means that efficiency of distribution is more important and critical than width of distribution. With the majority of TV sets lying within the 300MHz band (ie 36 channels) it is obvious that everyone is jostling for this space. Effective distribution therefore implies not only the ability to better place but also maintain the space for the channels.

This can easily be understood if we look at what sort of viewability was achieved by three channels covered in the survey. Of the 8.62 million subscribers in 48 cities, 1.53 million subscribers couldn't view Star Plus; 2.49 million couldn't see SAB TV and a whopping 6.15 million subscribers had no access to Aaj Tak.

Efficiency of Distribution:

In terms of channel carriage, the criticality of distribution cannot be underestimated. With the majority of the TV sets lying within the 300MHz band (i.e. 36 channels) it is obvious that everyone is jostling for this space.



Effective Distribution is not only about being able to get a better place for your channel but also maintaining the space for those channels.

This means that efficiency of distribution is more important and critical than width of distribution.

Cable v/s DTH:

DTH will penetrate 3 million homes in a span of three years. Revenues in this period would be approximately RS 18 billion.

However, investments required would include Rs100 million up-front as an entry fee and a 10 per cent share of subsequent revenues with the government. A bank guarantee of RS 400 million for a 10-year license.

Cost to the consumer - Capital expenditure of RS 10,000 to RS 15,000 towards set top box and dish antennae. Subscription fee of RS 500 to 600 per month.

Cable on the other hand, is well entrenched in India and poised for a leap into another plane. The sheer cost efficiency added to the fact that it is already present in 35 million homes across the country cannot be wished away. And upgradation of the current network can itself provide other value added services.

Cable is clearly a more economically accessible system and therefore, likely to remain predominant at least in the foreseeable future.

In conclusion: Efficient and effective channel carriage and monitoring capability with LAST MILE INFLUENCABILITY is the real key to higher TRP's and by extension higher advertising revenues.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/27/arun-kappor%20%281%29.jpg?itok=mcwo0hI-
DishTV expands its portfolio by 23 channels

Dish TV has expanded its portfolio by adding 23 new channels. This includes nine high-definition channels and 14 standard definition channels, taking the total count of channels and services to more than 615.

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/Planetcast-800x800.jpg?itok=K1_lgkLz
AION Capital to acquire majority interest in PlanetCast Media Services

NEW DELHI: AION Capital Partners Limited (the “AION Fund”) is to acquire a majority interest in PlanetCast Media Services Limited (earlier known as Essel Shyam Communications Limited) from shareholders including affiliates of the Essel Group, the Shyam Group and private equity firm Kubera Partners...

DTH DTH Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/17/Paolo-Agostinelli.jpg?itok=bepJSWAT
Tata Sky brings global content for Indians, premiering Gomorrah on 19 Mar

Tata Sky brings global content for Indians, premiering Gomorrah on 19 Mar

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/14/dishtv%26videocond2h.jpg?itok=6Bf9eWDS
Dish TV Videocon Ltd. may start operations in Sept '17

MUMBAI: With no roadblocks apprehended and approvals going ahead, the new merged direct-to-home (DTH) behemoth may start operations in September 2017. As reported by www.indiantelevision.com earlier, the new merged entity Dish TV Videocon Ltd. is set to create the single-largest DTH company in...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/09/CareView%20%281%29.jpg?itok=b8g5Lo56
CareView becomes Dish Network's private cable operator

CareView Communications, Inc., an information technology provider to the healthcare industry, executed an agreement with Dish Network, LLC, a Colorado company, to become a Private Cable Operator (PCO).

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/09/Jawahar-Goel-800x800.jpg?itok=t4Gf1lM-
Dish TV, Videocon d2h merger: CCI seeks TRAI views

MUMBAI: CCI has sought TRAI's views on the proposed merger of Dish TV and Videocon d2h and as to whether or not the deal, leading to formation of Dish TV Videocon Ltd., will violate anti-trust laws. Dish TV, owned by Zee Entertainment (ZEEL) and the DTH arm of Videocon Industries had in November...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/06/v2h%20%281%29.jpg?itok=B8qYO9t2
Videocon d2h partners Netflix for HD Smart Connect

Videocon d2h has signed a deal with the internet television network Netflix. With this partnership, Videocon d2h connected box customers will now be able to access seamlessly the extensive library of Netflix TV and movie titles.

DTH DTH Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/charles-ergen-800x800.jpg?itok=RxHacnoe
Dish Network rev flat in '16 despite declining pay-TV subs

BENGALURU:  The fourth largest US pay-TV player Dish Network Corporation (DNC) reported almost flat revenues for the year ended 31 December 2016 (FY-16, current year, quarter ended 31 December 2016 – Q4-16, current quarter) as compared to the previous fiscal. Though Dish reported 2.164 million...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/21/dish-icici_0.jpg?itok=z4hD2NXx
DishTV partners with ICICI for digital payments

MUMBAI: DishTV has tied up with ICICI Bank by consolidated assets, to make payments and recharges easier. The association enables subscribers of the DTH platform to recharge their connections on any Unified Payment Interface (UPI) enabled app and through *99#, a National Unified USSD Platform (NUUP...

DTH DTH Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories