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10 Mar

DD's Freedish steps up its TV game


3 Feb

Indian media giant enters Indonesia’s pay TV market


8 Jan

Top AsiaPac Pay-TV Operators Added 20+ Million Subs in 2013


25 Nov

Carlyle Said to Plan Sale of Taiwan¹s Eastern Broadcasting


15 Nov

Channel wars go global


31 Oct

Cisco Reaches over 100 Million Digital TV Homes and 340 Million Viewers in Asia Pacific


21 Oct

SPTV To Debut 2nd Asian GE Channel


28 Sept

Monetising the sports arena through Pay-TV


18 Sept

SET-TOP BOXES: A Brisk Market Ahead


12 July

Liberty Media in talks for stake in Airtel DTH arm; Bharti eyes valuation over $1.5 bn


20 May

Tata Sky to raise $50MN through share sale


16 May

Global Village: Europe Resists U.S. Inclusion, Pols Pressure Biz in Russia and India, More


13 May

Indian DTH market revenue to cross $5 bn by 2020: Study


7 May

MIIF suspends trade ahead of APTT switch


3 May

Corporate Financing Analysis - Pay TV IPO Part Of Investment Trust Boom


2 May

India 2020: 130m pay-TV homes


26 Apr

SingTel should have seen it coming: MDA


25 Apr

Carlyle joins the race for Airtel Digital TV stake


23 Apr

India, China prime drivers of pay-TV revenue growth in Asia, says MPA


22 Apr

India & Southeast Asia To Drive Future Asia Pacific Pay-TV Growth; Australia, Japan and Korea To Remain Large Contributors To Sector Value


22 Apr

Asia to Reach Just Under 700 Million Pay-TV Subs in 2020 – MPA


18 Apr

Star bets big on sports growth


15 Apr

Indian DTH industry to benefit from digitisation, says MPA


16 Mar

StarHub starts BPL talks, points fingers at SingTel, MDA


13 Mar

FICCI Frames 2013: DAS Phase 2 is a challenge to all M&E stakeholders


7 Mar

Bharti Airtel may sell 25% in DTH business


6 Mar

Regional business trends and forecasts for 2013: Asia


5 Mar

Vietnam's Advertising Market


31 Jan

Cable TV industry shows early signs of consolidation


31 Oct

Rediffusion-Y&R Brand Asset Valuator: Digitization law may upset DTH rankings


28 Oct

With three days left for cable television digitisation deadline, is India ready for a digital TV revolution?


28 Oct

Indian TV industry: On the cusp


26 Oct

MPA sees growth in ARPUs across DTH and cable platforms


25 Oct

MPA Report Charts Gains in Asia-Pac Pay-TV Subs


21 Oct

Digital wars


17 Oct

Next Media to Sell Taiwan Print, TV Businesses for $600 Million


3 Oct

How raising of FDI limit in broadcasting will help


21 Sept

No shift in digitisation deadline; MSOs to announce channel package prices soon: Trai


21 Sept

Indian DTH growth sluggish:MPA


21 Sept

Operators expect higher FDI to flow in once digitisation is over


28 Jul

Sahara close to buying DigiCable


17 June

Paying the price for sports on television


1 June

Asia Providing Many Encouraging Signs for Satellite Players


28 May

Coming of the digital age


26 May

Positive signals from digital TV


16 May

Lippo Set to Launch New Era in Satellite TV


10 May

MNC SkyVision to launch IPO in June


10 May

Cable companies expect major hike in subscriber revenues


25 Apr

India to have 100m digital TV subscribers in 5 years


28 Feb

ESS may split in India


24 Feb

China Premier's Son Propels Satellite Stock


22 Feb

Tencent Pivoting From PC to IPhone for China's Online Ads: Tech


17 Feb

One out of three DTH subscribers inactive; industry faces slowdown


16 Jan

Web Takes Star Turn in China


10 Jan

China Communist Party-Affiliated Website Seeks Shanghai IPO


15 Dec

Preparing for the digital age


15 Dec

I&B ministry plans financial incentives in digitization effort


9 Dec

Dish TV tapping investors for Rs 1,000-cr fund


8 Dec

'Blade Runner' Film Backer Run Run Shaw to Retire Aged 104 as TVB Chairman


7 Dec

Cable digitisation to transform India's US$7bn TV industry


7 Dec

Govt may gain R55,000 cr with 100% cable digitisation


29 Nov

China's TV commercial ban may backfire


18 Nov

Indian TV mogul hopes to channel US viewers


2 Nov

Adspend to rise in Asia; India to become third-largest TV market


2 Nov

Adspend to rise in Asia


28 Oct

Cable cos need R1,000 cr in metros for digitisation


17 Oct

Utopia called digitisation


14 Oct

First Media Brings Showtime VOD in partnering with HBO Asia


10 Oct

Method in the madness


4 Oct

Asia pay TV market makes easy target


29 Sept

India set to pip Oz, Korea to 3rd spot in Asia TV ad mkt


29 Sept

There is good news and bad


28 Sept

TV ad market to expand: report


28 Sept

Annual Indian TV Revenues to Hit $15 Billion by 2016


21 Sept

Asia media to grow despite economy woes


13 Sept

What India can learn from Asian media


09 Sept

This kid grows up fast


08 Sept

Asian media money goes mobile


12 Aug

Adspend growth to slow in Asia


24 July

A riot of Colors


20 July

Asia offers Murdoch growth, but also more hurdles


6 June

Audience the winner from more Hong Kong TV stations


2 June

The rise of the DTH space


28 May

Star-Zee venture will drive digitisation, consolidation


27 May

STAR, Zee form distribution JV to shake up TV business


13 May

Soaring revenues and massive cost inflation as digital TV starts to take shape


13 May

India will be global DTH market by 2012


13 May

India to host largest number of DTH viewers by 2012


12 May

Pay-TV subscriptions in APAC grows 9% in 2010 - study


11 May

TelkomVision aims to double subscribers


11 May

Indian C&S ad market to surpass China by 2017 MPA


25 March

CVC Capital Partners Asia Pacific III to acquire 49% stake in LinkNet


22 March

First Media Receives $269m in Investment


15 March

DTH and digitization


2 March

India trims broadcast budget


28 Feb

RPT-BUDGET VIEW-Media cos seek higher FDI, lower taxes


21 Feb

Indonesia sees Celestial expansion; Booming market eager for Chinese movie channel


20 Feb

The Murdoch in Waiting


16 Feb

Tata Sky, Dish TV, Airtel to show Cup in high definition


14 Feb

10-m inactive subscribers hit DTH cos


24 Jan

TV channels bloom despite ad crunch


22 Jan

India's youth networks get local bent
The battle for India's youth TV market is heating up.


6 Jan

US Broadcast Alliance AETN To Make Inroads In Asia


6 Jan

Indonesian Ad Market One Of The Best Asian Performers In 2010


4 Jan

DTH: Beaming future on zooming economy


1 Dec

Market for Indian TV channels in US, UK gets crowded


23 Nov

DTH faces telecom pricing woes


8 Nov

Home-shopping grabs the eyeballs ; lSince its launch in August, Star CJ Alive – the...


5 Nov

New entrants will test TVB, ATV duopoly


26 Oct

DTH operators beam on rural demand


13 Oct

Indian TV industry's margins fall by half ; It had to happen.


12 Oct

When transparency pays


05 Oct

Developer Lee sparks concerns over TVB


04 Oct

Sharmistha Mukherjee & Surajeet Das Gupta New Delhi


01 Oct

Strong government spends key to Chinese TV infrastructure


01 Oct

'DTH market expected to add more than 10m subscribers'


30 Sept

India's pay-TV markets feel profits squeeze


30 Sept

US lobby group 'not able to back' move


24 Sept

PCCW's Li Says No Firm Plans Yet for Pay-TV Spinoff


25 Aug

China Plans to Form National Cable-TV Network Company in Industry Overhaul


19 Aug

CNS Bids Stretch to US$2-2.5 bn


18 Aug

CBS joins Reliance to launch in India


13 Aug

Global media titans hit China wall, take local route


10 Aug

News Corp. Sells Stakes In TV Units In China


9 Aug

News Corp sells control of China TV channels


9 Aug

Mogul's quiet retreat marks end of the affair


28 July

Big interest in Taiwan cable TV stake sale


21 July

MBK's China Network Systems Goes On Auction Block


7 July

New Study Critiques Singapore's Cross-Carriage Rules


30 June

Indian Authorities Mull Raising Foreign Investment Cap


17 June

Star Plus tests limits to retake lead in India's TV ratings war


16 June

MPA Forecasts Healthy Asia DTH Market


20 May

NDS to triple Chinese investment


14 May

Pay-TV sector claims Singapore is damaging its future


11 May

Monthly ARPUs of DTH players will climb to Rs 220 by 2014


5 May

Hazy financial signals for DTH companies; Direct-to-home (DTH) connections may have improved the picture quality on...


24 April

Indian DTH market to beat US' by 2012


23 April

SUN TV, ZEE SHINE AMONG ASIA-PACIFIC PAY BROADCASTERS


23 April

INDIA TO BECOME LARGEST DTH MARKET BY 2012: STUDY


23 April

Sun TV, Zee shine among Asia-Pacific pay broadcasters


22 April

Consolidation in DTH market seen in 5 years


22 April

Significant profit ahead for APAC pay-TV


22 April

Asia Digital to double penetration in four years


22 April

India will have 90% pay TV penetration by 2014


22 April

Asia-Pacific to see surge in pay-TV revenues


22 April

Pay-TV in Asia set to double over five years


21 April

India to be world's biggest DTH market by 2012-study


17 March

On-air rant sparks legal threat against India's CNBC by Bloomberg UTV


16 March

Rant sparks legal threat against India’s CNBC


11 March

Cable companies race for China's television audience


1 March

TV stations battle for India's top spot


21 February

Beyond music and TV


16 February

Direct to rural homes


8 February

Expensive package ; Advent of digital platforms like DTH, subscriber’s demand for quality...


30 January

Foreigners set sights on Indonesian pay-TV provider


29 January

Investors eye Indonesian pay-TV stake


26 January

TV and telecoms converge in Japan


26 January

TV and telecoms converge in Japan


23 January

Is group on sticky wicket with IPL deal?

 
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October 31 2012

Rediffusion-Y&R Brand Asset Valuator: Digitization law may upset DTH rankings
© 2012 Bennett, Coleman & Co. Ltd. All rights reserved

TRAI reported at the start of 2012 that of the 147 million Indian TV households, 44 million were now DTH homes. Research by Media Partners Asia based in Singapore, indicated that the Direct-to-Home (DTH) industry grew by 77% over 2011 and Dish TV is the market leader at 28%, followed by Tata Sky at 18%, Airtel Digital TV and Sun Direct at 16%, Videocon at 11%, and Reliance BIG TV at 9.5%.

With the government's new Digitization Bill that requires compulsory digital set top boxes for televisions in Indian households, it appears that DTH companies will be the single biggest beneficiaries. The question really is which among the DTH players is likely to benefit the most?

According to Rediffusion-Y&R's Brand Asset Valuator (BAV), a comprehensive tool that measures brand health among Indian consumers, Dish TV came through as the clear leader brand in the DTH space. The other brands that lead the category are Tata Sky, Tata Sky+, and Videocon d2h. Airtel Digital TV also finds itself in placed in the crowd, only lagging slightly. From this, it appears that the battle for DTH household ismost likely going to be fought amongst these four players.

It is noteworthy how DTH brands have fared in the minds of the customer. The two players who have successfully built Differentiation, which is a compelling proposition that stands out in the mind of the customer, are the market leader Dish TV and the late entrant Videocon d2h.On the other hand, early mover Tata Sky enjoys the highest awareness (Knowledge Pillar) and regard (Esteem Pillar) among consumers. And if you look at the category on the whole, you see that there is higher Brand Stature (Esteem, Knowledge) rather than Brand Strength (Differentiation, Relevance), implying that this is a well-established category with potential to grow further.

DTH is associated with strong technology values like "High Quality," "Trust," and "Reliability". Additionally, the rapid growth and acceptance of DTH has led to associations with concepts like "Energetic," "Trendy," and "Unique." Individual brands, too, have distinct associations that keep them in the commitment quadrant. While the market leader Dish TV stands for "Uniqueness" and "Popularity," its closest challenger Tata Sky has the 'Good value' association. Newer players like Airtel Digital TV and Videocon d2h are seen as 'Customer Caring' and 'Innovative',respectively. While this indicates distinct branding in the category, which of these associated values are the ones that will truly drive 'Preference' among consumers? This is the most critical parameter to watch for at a time when DTH stands to gain maximum share as a category. The BAV throws light on how imagery can drive preference and consideration within the category.

When it comes to 'Total Consideration' scores, Dish TV leads the pack, followed by Airtel Digital TV. Forty-five percent of households clearly see Dish TV in their consideration set. Surprisingly, early-mover brands like Tata Sky are seen lower on the consideration scale. While total consideration scores allow for a brand to be in the mindspace of the consumer, it is being the top preference that will drive a particular brandforward in a competitive category.

In the "My Single Preference" versus "One of my several options" battle of the brands, Airtel Digital TV takes the lead. Most consumers see AirtelDigital as their destination of choice. This is also true, but to a lesser extent, for market leader Dish TV, and even lower for its challenger Tata Sky. Another part of the Preference jigsaw is the resistance shown towards certain DTH brands. Tata Sky+ is the brand most customers would never consider as an option. Airtel Digital and Dish TV are avoided the least, with only 25%of customers never considering these two brands as options.

 

 

 

 

 
   
 
 
© 2014 Media Partners Asia, Ltd. All rights reserved.