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Since cable has penetrated the Indian market in a big way with roughly 40 million C&S homes, it is imperative that in its first few years of operations, paid service of DTH will be focused on a niche market. This niche would basically constitute the rich segment from urban as well as rural areas due to the primary reason of high initial costs for DTH and the associated psychology of people. Since Doordarshan will be starting its novel free-to-air service on Ku band, it is likely to give the prospective private DTH operators tremors and nightmares. The most attractive part of the Doordarshan platform is going to be its low initial cost and no recurring expenditure. Many cable homes are likely to make a shift to its platform and the service is likely to show its full impact in the rural areas where cable service is not possible. All in all, there exists a tremendous potential for direct to home broadcast in Indian market and it is projected that within three years, there would be around 2.5 million DTH subscribers in India. This figure is likely to increase due to the increase in TV and Cable households and also the growing multiple TV households, which would form a large percentage of the total subscriber base. Since India's population crossed the one billion mark, it is no surprise that satellite operators and programmers world-wide have set their eyes on the world's largest open market for DTH satellite TV services. The growing popularity of TV as a communication medium has resulted in the TV media sectors undergoing a rapid transformation
channels, leading GEC channels, highest number of regional language channels in Kannada, Bengali, Marathi.
India India is a dynamic study in itself. Just ten years ago, about 20 per cent of the total homes could only receive government services broadcast on one channel operated by Doordarshan, the national television operator. By 1997 there were 50 private satellite channels and 19 different services from a revitalised Doordarshan. One-third of the homes now have television and about 10 per cent of the total homes subscribe to cable. The most significant event in the cable sector was the passage of the Cable Television Ordinance Law in January 1995. This ordinance requires the registration of cable operators and mandated technical standards that required most operators to upgrade their systems in addition to issues regarding content. This legislation has ended the "cottage industry or small scale industry," at least in the secondary cities. At one time there were over 100,000 cable operators in India, but that number has since been reduced to 60,000 networks. Many operators wishing to avoid the obligation of paying steep entertainment taxes, which can be as high as 30 to 40%, or the cost to upgrade their systems are selling out to emerging MSOs such as Siti Cable and In Cablenet or forming alliances to compete with larger MSOs. The challenge for cable exists in the rural areas where installation and application are extremely cost prohibitive, and nearly three quarters of India is designated as rural territory. This has created an opportunity for DTH, which serves an immediate threat to the high-end cable networks. Some of the key player who have shown an interest in operating a DTH service are the Star, Zee Telefilms (the Subhash-promoted group has decidedly cooled off on it though) and the Modi Group. Two or three other DTH packages are expected to launch in 2002, and package choice is likely to increase subscription rates in the medium term, although different marketing techniques may generate confusion as the benefits vary from package to package. DTH providers claim to target only the wealthy rural population, although a high proportion of their subscribers will be the urban rich as well, many of whom already subscribe to the higher-end cable networks. DTH, however, is faced with a lack of high quality programming, a lagging infrastructure for distribution and collection and technological barriers. However much like the USA the extremely high penetration of Cable in the Indian households would be a definite threat to the highly optimistic proponents of DTH in the country. Also, the MSOs are in an active drive to upgrade their existing networks in order to
lay a backbone for the recently liberalised broadband industry. Hence the cable operators seem to have won the first round of the battle by providing the consumer value additions in the form of high speed Internet and other services.