Specials

2014: A year of improved subscriber numbers

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/event-coverage/2014/12/31/year-ender-logo-unit_1.jpg?itok=2vVBW4m1

The year 2014 has been better than the previous year, in terms of the share of numbers for all direct to home (DTH) players. Subscriber additions were higher and there was more stability in the overall industry. In terms of price discounting, people were more rational through the year. Overall, it has been a much better year than 2013.

Increased subscriber numbers and ARPU

Overall additions in subscribers, for all the DTH players, were higher in the magnitude of 25-30 per cent than the previous year.

That apart, the churn came down substantially, not only for Dish TV, but for all the other DTH players as well.

2014 also saw a rise in the Average Revenue Per User (ARPU). But there are still problems, since the whole cable TV system hasn’t stabilised and gross billing hasn’t been fully implemented. Though, we do see some encouraging signs, in terms of people getting down to doing that now.

DTH has been able to take price increases through the year. There was a price increase which took place in April, at the magnitude of 8-9 per cent. But the big collection from the ground will happen only once cable TV gets its act together.

Different people calculate ARPU differently. For example, Dish TV calculates it on subscriber revenue, whereas Airtel Digital TV, as per its published figures, looks at gross numbers, and so do others. So there is no common matrix being used across the industry for definition of ARPU. But having said that, at the consumer level, the consumer prices are in the average price range of Rs 250-275.

Challenges in 2014

One of the major challenges that we continue to present to both the state and central government is on the high level of taxation on DTH. Apart from the taxation element which we have been presenting, we are the only industry which is subject to service tax and entertainment tax. While we were hoping for some relief in the last budget, we didn’t get that, we hope we will get some relief in the coming year.

Secondly, there is no clarity on the licence fee issue, even though the Telecom Regulatory Authority of India (TRAI) issued a recommendation, there has been no action on that front.

So while we lived in continued uncertainty in 2014, we hope that the government will take some steps in 2015. People have invested more than Rs 25000 crore in the industry, so at least we have the right to know what the law of the land will be going forward.

The new launch Zing

It has been an extremely successful product in all the geographies we launched. The specific proposition that we had, which was regional first and targeting the entire product mix around consumption has clicked very well with the customers. So we are very pleased with the way things have come.

Highs and lows of 2014

 For Dish TV, it has been a fairly stable year. We regained our share leadership for about last three to four quarters. We launched a significant and tactical product in Zing which has helped us capitalize on the phase III and IV areas. The high point has been that we have been able to, post the balance sheet adjustment that we did last year, been able to get back on the growth path, which is what we have always said and we achieved that in 2014.

The low point is at two levels: At one level, the whole issue of taxation and licence fee kept dragging for the whole year. Secondly, we expected the cable TV and broadcaster system to stabilize the whole regime. The whole issue of getting proper addressability and customers to actually choose and compare products has still not happened.

Delayed Digitisation

First and foremost, the manner of digitisation needs to be addressed. What has happened in the first two phases is simply the change of pipe. This has not been supported by addressability and that is the reason there has been no or marginal change in the revenue flow.

 Until and unless these issues are addressed, a non-addressable digitisation is of no help to anybody, neither to the government nor the stakeholders. We hope that by the time they get down to it, we will have some better roadmap of how to achieve that.

(These are purely personal views of Dish TV CEO R C Venkateish and indiantelevision.com does not necessarily subscribe to these views)

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/09/alok-pandey-xapads-media.jpg?itok=3vRVCcWB
GUEST ARTICLE: How mobile-first approach makes a difference in brand’s presence during festivities

Mumbai: Be it a usual day or a festive season, people prefer to hop onto their systems to look for online offerings for all their needs. But technology has evolved innovatively that now almost all desktop operations have converged into smartphones, making people mobile-first. The transition has...

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/06/marketing.jpg?itok=343Iu-Mr
The marketing noisemakers of 2022

Mumbai: Similar to the advertising and media agencies, the marketing industry too saw a lot of roil in terms of the people moving back and forth. The key factor leading to marketing people (like many others) making headway was essentially the economic slump – but in addition to that, people are...

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/05/mix.jpg?itok=n1CXZXOv
GUEST ARTICLE: 2022: An exciting year of innovations for entertainment marketeers

Mumbai: The television marketing arena was not prepared for the sudden colossal shift that the pandemic ushered in 2020. Marketeers were compelled to unlearn everything they thought they knew until then and adopt new tactics of engagement with viewers who were nestled at home. As soon as the new...

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/04/81.jpg?itok=JevGg-Tp
2022 was a mixed bag for OTT

Mumbai: Over the last few years, India’s over the top (OTT) media services sector has more than doubled in size. According to the Ormax OTT Audience Sizing Report 2022, the Indian OTT audience universe now stands at 424 million people. In India, 119 million of these are active paid OTT...

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/03/itc_0.jpg?itok=5hr5hgTT
2022: The year of surprising account movements

Mumbai: The year 2022 has finally seen a wrap, and Indiantelevision.com thought it would be great to put together a round-up of the advertising industry’s significant happenings, talking about the major account wins and mergers & acquisitions that took place. Getting on with the major account...

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/03/78.jpg?itok=xl4kXwH0
Movements that happened TV news and GEC channels in 2022

Mumbai: 2022 saw a lot of top-level personnel movements happening in the media and entertainment industry’s news and general entertainment channels. Indiantelevision.com sneaked a peek into these movements to give an overview. Times Network Times Network appointed Rohit Chadda as president &...

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/02/75.jpg?itok=C_Gakfm9
Revisiting OTT's top-level movements in 2022

Mumbai: The year 2022 proved to be a glorious year for OTT in terms of shows that worked and also got global recognition. The highlight has been how regional or local OTT players have found their footing in the media and entertainment industry. Indiantelevision.com has observed people's movements...

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/12/31/buildings.jpg?itok=bCEOLgc4
5 sustainable brand campaigns that stood out in 2022

Mumbai: While the world is on the brink of a new year, it’s about time that new resolutions are made and set. At times, we manage to be deterred enough to tick off the goal from our checklist that we had set out to achieve, and on other occasions, we barely manage to live up to it. But there’s one...

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/12/31/media_agencies.jpg?itok=_UTCWD5A
Movers & shakers of media agencies in 2022

Mumbai: The first year after covid, 2022 has been that of exoduses and incomings, alike, for the media agency business. Not only the creative side, but the media side of the advertising industry, too, faced the backlash of the economic recession, which has directly or indirectly led to a toss-and-...

Specials Year Enders