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DTH stands for Direct-To-Home television. DTH is defined as the reception of satellite programmes with a personal
dish in an individual home.

DTH does away with the need for the local cable operator and puts the broadcaster directly in touch with the
consumer. Only cable operators can receive satellite programmes and they then distribute them to individual homes.






A DTH network consists of a broadcasting centre, satellites, encoders, multiplexers, modulators and DTH receivers.

A DTH service provider has to lease Ku-band transponders from the satellite. The encoder converts the audio, video
and data signals into the digital format and the multiplexer mixes these signals. At the user end, there will be a small
dish antenna and set-top boxes to decode and view numerous channels. On the user's end, receiving dishes can be
as small as 45 cm in diametre.

DTH is an encrypted transmission that travels to the consumer directly through a satellite. DTH transmission is
received directly by the consumer at his end through the small dish antenna. A set-top box, unlike the regular cable
connection, decodes the encrypted transmission.




 

 

The way DTH reaches a consumer's home is different from the way cable TV does. In DTH, TV channels would be
transmitted from the satellite to a small dish antenna mounted on the window or rooftop of the subscriber's home. So
the broadcaster directly connects to the user. The middlemen like local cable operators are not there in the picture.

DTH can also reach the remotest of areas since it does away with the intermediate step of a cable operator and the
wires (cables) that come from the cable operator to your house. As we explained above, in DTH signals directly come
from the satellite to your DTH dish.

Also, with DTH, a user can scan nearly 700 channels!



   
 
  
 

 
 
  
 
 
 

    

 

For multiple connections in the same premises, one can use the same connection. However, every television set will
need to have an individual STB.

Also, DTH is a national service and the STBs enable a viewer to change service providers without changing the STB,
even if one moves from one city to another.

 


 

Yes. DTH offers better quality picture than cable TV. This is because cable TV in India is analog. Despite digital
transmission and reception, the cable transmission is still analog. DTH offers stereophonic sound effects. It can also
reach remote areas where terrestrial transmission and cable TV have failed to penetrate. Apart from enhanced
picture quality, DTH has also allows for interactive TV services such as movie-on-demand, Internet access, video
conferencing and e-mail. But the thing that DTH has going for it is that the powerful broadcasting companies like Star,
Zee, etc are pushing for it.

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DTH services were first proposed in India in 1996. But they did not pass approval because there were concerns over
national security and a cultural invasion. In 1997, the government even imposed a ban when the Rupert Murdoch-
owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India.

Finally in 2000, DTH was allowed. The new policy requires all operators to set up earth stations in India within 12
months of getting a license. DTH licenses in India will cost $2.14 million and will be valid for 10 years. The companies
offering DTH service will have to have an Indian chief and foreign equity has been capped at 49 per cent. There is no
limit on the number of companies that can apply for the DTH license.

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Digital Picture quality

Dolby Audio. Cable TV does not even come near

Information Bar showing current and future program details

Special features

Advanced payment options (online).

Always Available (as long as there is electricity in your house and the set top box is working and
there is no rain)





Understand different schemes from different companies (a very complex job. Since, the
companies do very well in hiding what is important to you). Then, select the company and the
package. Its difficult to select a package as it is difficult to get every channel you want. You need
to make a few compromises.

For any issue you need to call to customer care, which would usually take some time to respond.
It would not be like, you can catch hold of the cable wala and ask him to repair.

Very few local channels. Suppose you want to check what s happening in your city like Pune.
Like Live Ganesh Visarjan Miravnuk . No option in DTH. You will have to satisfy it by seeing in
news. But Cable provides this very special customized channel and broadcast anything
happening in your city. I think this is the best point in Cable.

You can request to your cable guy and ask for any specific movie as per your request. Cable
operator will take time for this to execute. But once he will find that lot many people are
demanding for this movie, he will definitely play this movie. Or else if you have good friendship
with cable guy, he will play your favorite movie without many requests. Believe me it happens in
India.

Cable charges are fixed. As against of this, Cable guy comes once at your home, connects cable
wire to your TV and only sends his payment collectors to collect the monthly bills.
Future of competition in the Indian DTH market

The DTH market in India is relatively nascent but is getting crowded very quickly. In the past 3
months, two solid competitors like Airtel, Reliance have entered the market and Space TV, a Star
TV venture, is awaiting government approval. The future of competition in the DTH market is
not going to be in the core DTH service or the subscription cost. To attract subscribers,
companies will have to distinguish themselves from the competition by providing value added
services via DTH.

A DTH service provider delivers service using a set top box which can be compared to a tiny
computer. Minor enhancements to the set top box software and new business processes could
provide a lot of scope to creatively develop new revenue streams.

Here are few ways DTH companies could differentiate themselves from the competition.

Î
 
 DTH boxes could be developed as a payment platform similar to mobile
phones. People could use this medium to pay electricity bills using their credit cards. This is a
very critical feature and has the potential to open up a lot of revenue generating features.

     A very simple location based sales or coupon
distribution module can be built on top of the set-top box. This will specifically be of tremendous
value to local SMB like restaurants or jewellery outlets etc. Ability to select area, create, publish,
and payment online for publishing ads could be an innovative business model. The ad publisher
could choose the channel that the message would appear on and would be charged on the Cost
per click model.

The system can also be made a more advanced by building in a business intelligence layer on top
of DTH set top box software. The BI layer would gather user specific data and which could be
used to run highly targeted and focused ad campaigns.

 An innovative e-commerce model for TV could emerge where the viewers will
be able to either buy or get information about the product while the ad is being aired on TV. For
example: If a Nokia commercial is being aired on TV, a message saying ³Press Red button to
buy´ could flash using which the User could be directly to the TV shopping cart and the product
would be delivered just like any e-commerce site.

            DTH service providers will
soon start offering internet services via DTH. Once that happens; the TV set-top box and the
internet modem would converge. Almost all companies in the DTH market have a
telecommunication business and hence the synergies are obvious. Company like Big TV is
ideally placed with group companies, Big Flicks and Reliance Communications, already
operating in the movie rental business as well as internet services business. Other companies like
Tata Sky and Airtel will have to explore the possibility of partnering with content companies like
Rajshri.com who are in the online movie rental business.

The regulatory prohibitions to adopt any of the above points are yet to be verified like regulatory
prohibition for conducting financial transactions like payments via DTH service. Some of the
services that companies offer might not generate revenue but simply be for customer
convenience like having flight status updates on TV or a directory listing for household
requirements like list of local plumbers.

The above services might not necessarily be the best solutions for DTH service providers but
DTH companies definitely have to start thinking beyond digital picture quality.

Here are a few other services that might not generate a lot of revenue but could be helpful to
attract customer attention.

Î  
 
This might not seem like a very big opportunity but according to estimates, total
pizza industry is worth about Rs 2000 crores and is showing compounded annual growth of 20-
25%. The set top box software could be easily enhanced to offer the subscriber the ability to
order a pizza right using their TV. The nearest pizza outlet could be determined using the
location details of the set top box itself. This could potentially reduce the load on the Pizza order
call center operation and improve the net profit per pizza for the company.

!
"  The set top box software could be enhanced to offer a TV based grocery
experience to its subscribers. The grocery items could be listed in category format like Grains,
Cereals etc. There could also be a section to push special discounts. Ability to reorder items from
your previous shopping list could be one of the features. One of the major hurdles faced by the
grocery retail outlet is the lack of home delivery and the personalized service that a local grocery
vendor provides. The DTH set top box could be embedded with customer business intelligence
to personalize the experience.
 The DTH category is expected to grow
by 680% or so in the next 7 or 8 years!
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2007 to 2015ƦGrowth of 683 % Ä 

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Subscribers (Millions)


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Year Source : MPA report , March 2007

APNA DTH products are being designed and developed by MCBS using world's best and latest
technology in antenna, LNBF and Set-top boxes (IRD).

APNA DTH products are based on open DVB standards and can be used for several DTH
platforms
with or without Conditional Access System (CAS) which are already operational and would soon
become available in the near future.

APNA DTH provides choice of Set-top boxes with several features built in and made user-friendly.
These are available in a variety of models to include i. Common Interface Slot (CI) for Conditional
Access Module (CAM) ii. Free-to-Air (FTA) iii. Battery operation iv. FTA & DVD v.Set-top box
with
positioner for multicast operation & moving vehicles. vi. Multisat antenna and Set-top box.

APNA DTH products can be used with all DTH platforms which provide FTA channels and
OPEN DVB-CAS pay TV channels.

APNA DTH system is designed for DD Direct Plus services of Doordarshan to receive 30 to 40 TV
&
several All India Radio channels

APNA DTH products are approved by Prasar Bharati (Doordarshan) for use in Doordarshan
DTH Network throughout India.

APNA DTH antenna terminals & LNBF are also approved by NEENL for Dish TV.
APNA DTH products can be obtained from India wide Dealer / Distributor networks and MCBS
regional offices. For more information -
Visit - www.apnadth.com or Contact: Email: info@apnadth.com
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