Ravi budhwar
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Industry sources say while Dish TV claims to have the largest number of subscribers at 11 million, around 5.8 million of those renew their accounts regularly. At 7.5 million subscribers, Tata Sky has a better rate of renewal at 5 million while Airtel Digital TV too enjoys close to 5 million renewals from a reported subscriber base of 6.2 million. Videocon d2h, the last player to enter the market, has clocked 4 million subscribers so far, but 1.8 million of them are active, according to market estimates. A customer seeking the cheapest product is a dangerous one to acquire because she will move out the moment she sees a lower priced offering from another provider, Mehra points out.
Vivek Couto, founder of Media Partners Asia, a Hong Kong-based media research agency that tracks the DTH industry in India, reckons that any operator has to acquire 5 to 6 million subscribers, who should each pay Rs 300 a month, to break even. For now, observers point out, no DTH player enjoys as much. Dish TV is the only player to have broken even, capitalising on its head-start. Tata Sky ranks higher than most with ARPU of Rs 230-250, while Dish TV is at Rs 150, Airtel at Rs 180, Videocon d2h at Rs 170 and Sun Direct at Rs 60-80.
To address the additional queries the campaign is bound to generate, Tata Sky is running training programmes for its support staff, including those at the call centres. Retaining those who come on board, as a result, would be left to its servicing prowess and the value additions.
http://www.business-standard.com/india/news/method-inmadness/451939/
Vivek Couto, founder of Media Partners Asia, a Hong Kong-based media research agency that tracks the DTH industry in India, reckons that any operator has to acquire 5 to 6 million subscribers, who should each pay Rs 300 a month, to break even. For now, observers point out, no DTH player enjoys as much. Dish TV is the only player to have broken even, capitalising on its head-start. Tata Sky ranks higher than most with ARPU of Rs 230-250, while Dish TV is at Rs 150, Airtel at Rs 180, Videocon d2h at Rs 170 and Sun Direct at Rs 60-80.
To address the additional queries the campaign is bound to generate, Tata Sky is running training programmes for its support staff, including those at the call centres. Retaining those who come on board, as a result, would be left to its servicing prowess and the value additions.
http://www.business-standard.com/india/news/method-inmadness/451939/
