Integrated Marketing Communication of Dish TV India Limited

Company Information
Dish TV India Limited is an Indian company which provides Direct-ToHome (DTH) television service, including teleport service, customer support and transponder space leasing. In the year 2004, Dishtv service was launched by Essel Group's Zee Entertainment Enterprises. Dish TV India Limited is ranked 437th and 5th in the list of media companies in the Fortune India 500 roster of Indias largest corporations in 2011. Zee Network incorporated Dishtv to modernize television (TV) viewing experience. Dishtv provides features such as Electronic Programme Guide (EPG), Parental Lock, Games, more than 400 Channels and Services, interactive TV and Movies on Demand. Dishtv offers exclusive national and international channels in India. Essel Group Venture has national and global presence with business interests in media programming, broadcasting & distribution, speciality packaging and entertainment. Zee Network incorporated Dishtv to improve TV viewing. Dishtv is Indias first direct to home (DTH) entertainment service. By digitalizing Indian entertainment, this enterprise brought best television viewing technology to the living room. It not only transmits high quality programmes through satellite; but also gives a complete control of selecting channels and paying for them. Dishtvs primary competitors are cable television and other DTH service providers Airtel digital TV, Reliance Big TV, DD Direct+, Tata Sky, Sun Direct, and Videocon D2H. Dishtv is today serving in India, Sri Lanka, Pakistan, Afghanistan and Nepal. It had a revenue of 1,538 crore (US$ 290.68 million) in the year 2011. Their subsidiaries are Management Services Limited (ISMSL), Agrani Satellite Services Limited (ASSL) and Agrani Convergence Limited (ACL).

Positioning
Dishtv showcased its new Brand Identity and Brand Positioning Ghar Aayi Zindagi. The new brand communication hits high on emotional connect. The new theme adds a universal appeal to the brand and excels different targeted audiences. The spirit behind this new brand positioning says that Dishtv is a power that unites families together, a substance that brings happiness in homes. The brand campaign is targeted at a wide range of new and existing subscribers, by 360 media approach, uses multiple platforms such as Television, Out-ofHome, Print and Digital media. Proceeding with a message as strong as Wish Karo, Dish Karo, which has a huge grip and recall, was not easy. Yet Dishtv has upgraded to the next level, leaving behind its comfortable cocoon that it had built so far. The change covers a new look in the logo - the most prominent icons of the brand.

Such banners were seen on all the stores which offered Dishtv set top boxes or the recharging facility. In this banner we can see the popular star Shahrukh Khan, who is the brand ambassador of Dishtv.

Shahrukh Khan Brand Ambassador

Shahrukh Khan, often informally referred to as SRK, is an Indian film actor. He is referred in the media as Baadshah of Bollywood, King Khan and The King of Bollywood. Shahrukh Khan has acted in more than 70 Hindi films in genres such as romance, drama, action, thriller, etc. Hence, he has an image of most popular and believed person in the industry. In a way Shahrukh Khan is a trusted brand. Shahrukh Khans image adds enormous value to Dishtv. Shahrukh Khan has appeared in many Dishtvs commercials, banners, pages, hand outs, brochures, website links, campaigns and many others.

In the above picture, Shahrukh Khan is sitting comfortably and holding the Dishtv remote which shows that Dishtv experience is entertaining, comforting and makes the customers happy.

Target Audience
There is no age bar for the viewership of Dishtv programs. It has been seen that the programs here cater to people of various tastes and various age groups. With so many programs on offer, the entire group comes closer and helps to bond better. Thus, it is obvious that the target audience of Dishtv has a wide range. Kids usually have a ball when they are watching programs on Dishtv. There are many offers for kids channels on Dishtv. The channels air programs that not only take care of the needs of the kids, but they also keep the pre-teenagers busy. A range of exciting programs and all the people on the beginning stage of adulthood are happy. There is a time when you reach the latter part of life, and tend to take things slow and easy. It is in that middle age, that Dishtv can prove to be fruitful. They can have a fun time and feel comfortable even if they are alone. Dishtv hears everyones needs. Dishtv has divided their offer by customers region of the country. It is divided into 2 regions: 1. South India 2. Rest of India The reason being, the customers in northern, eastern and western region watch a common set of channels which are telecasted in the same language (or even similar language)

In this picture we will see that the brand ambassador is wearing a trendy outfit and the customers of other than South India are able to relate themselves with the image portrayed. The price range of this package is from Rs.200 to Rs.400.

In this picture we will see that the brand ambassador is dressed up in South Indian traditional attire. Southern India prioritizes their culture than the current trend, which is followed by the rest of India. The price range of this pack is from Rs.155 to Rs.400.

Segmentation
Since, there is no age bar for the viewership the segmentation will include everyone that watches satellite TV. So, Dishtv has segmented its viewership in India by region. There is South India Package, Rest of India Package, Child Package and A-La-Carte. There are many options available to the viewers in both South Indian Pack (price ranging from Rs.155 to Rs.400), Rest of India Pack (price ranging from Rs.200 to Rs.400), the Child Pack is priced at Rs.160 (it is an additional package) and A-La-Carte allows the viewers to add extra channels on their base pack (costing depends upon the channel category). Even travellers are given equal importance, as Dishtv on wheels can be fitted on a huge variety of Indian cars or other transport medium (yacht, bus, train and ship).

Dishtv on wheels is portrayed here with the experience of cricket while on the move. Dishtv has portrayed a family who are being entertained by Dishtvs services. It has been recorded successful on many SUVs available in India. Dishtv is in process with

Offers

In this poster, we can see that during cricket matches Dishtv is promoting their experience, which makes the cricket experience better. This poster also gives beneficial offer too all the cricket fans. This poster was seen in many stores, which offer Dishtvs services.

This poster shows the brand ambassador being entertained or having fun with different South Indian channels such as Raj, Etv Telugu, Zee Tamil and few more. All the South Indian viewers are targeted here by the price promotion.

The poster above is designed to attract more subscribers by offering a discount on the subscription prices. Dishtv is offering additional one month subscription on the purchase of 3 months subscription pack. This offer was available for a limited period of time. This offer led to many subscriptions.

This is a picture was seen on billboards and small posters in major cities. In this poster, Dishtv is offering 100% cash back, where the customer purchases a Dishtv set top box and gets credit of the same value of set top box on their Dishtv account.

Comparison
Tata Sky Dishtv Reliance Big TV Silver Pack 139

Pack Number of Channels Interactive Service

Economy Pack 74

Silver Saver Pack 174

Actve Darshan, Actve Doordarshan, Actve Mall,

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Actve STAR News Movies on Demand Channels -Yes (Charges extra)

Cinema Channel Free Movies Free Regional Packs Other Features High Definition Yes (Charges extra) Yes (Zee Cinema, National Geographic, Zee TV and Discovery HD channel available and Charges extra) Yes (Charges extra) -Includes two Free Regional Packs --

Ticker/Widgets DVB -S2 Auto Search Quality- MPEG4 Charges Total Price Month of Subscription

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160 --

160 1 month silver saver pack

199

The above table shows a comparison of Tata Skys Economy Pack, Dishtvs Silver Saver Pack and Airtel Digital TVs Silver Pack. From this comparison we can conclude that the Dishtv is offering the most number of channels and many other features at the cheapest price and hence covering a large market share.

Social
Website: Dishtv has a personalised website available for everyone to view Dishtvs latest offers and new products (if any). The customers have their own account according to their Dishtvs set top box. With that account, the customers can order their movies which will be aired only to

them on a particular channel (Movie on Demand) and the customers can also re-subscribe to their package. The website is easy to use, informative and very helpful to the customers. The URL of the Dishtvs website is www.dishtv.in

In the above screenshot of Dishtvs website we can see that all the latest offers are visible on the home page of the website. Customers have an option of instant recharge. The latest slogan of Dishtv Sab Par Dish Sawaar Hai is also seen and the website is attractive. Facebook: Facebook is the leading social networking site in the world. Dishtv has their page on Facebook and there are many visitors who like Dishtvs page.

In the above screenshot, we can see that there are 147,766 likes from the Facebook users and 2479 Facebook users are talking about Dishtv. The page is personalized with Dishtvs product advertisement, where people of different age groups show their experience of recording on Dishtv. The page is very attractive with their latest products information and other events by Dishtv. In the page, there is an option for all the members (who have liked this page) to share their experience of Dishtv on Facebook. The members can add pictures or videos of their experience in this group and share it with all the other members of Dishtvs page.

Twitter: Twitter is another leading social networking site. This site is equally famous as Facebook in India. Dishtv has a personalized page on twitter as well.

In the above screenshot, we can see that Dishtv has 4,593 followers and there have been 4,081 tweets about Dishtv on Twitter. The page is very attractive with their latest products information. This page keeps all the events of/on Dishtv are updated as soon as possible and all the followers of Dishtv are informed immediately.

Conclusion
In conclusion I would like to say that Dishtvs marketing strategy, as a whole, is appropriate for the type of products/services they are offering. Dishtv has managed both their Above the Line Marketing (Commercials on television and radio; Advertising on newspaper, magazines and internet; Billboards) and Below the Line Marketing (Price promotions or discounts; Coupons; Prizes; Monetary refund and many more). Yet, there are certain areas where Dishtv needs to focus on. Such as, the offers are limited in the small cities and the large cities have many offers to choose from. The small city customers are often complaining about the lack of importance given to them. The majority viewers of Dishtv are from those small cities and they are feeling left out. Dishtv can introduce an offer specially designed for the small city viewers and market through the same current media. Dishtv offers International Entertainment Channels only in major cities, but the small cities. There are quite a few viewers in the small cities who are often complaining about the availability of International Channels. Dishtv will not be able to bear the costs of issuing International Channels to the viewers in every region and the customers not availing that offer. Dishtv lacks a few channels in its channel portfolio, which are very popular, and the customers are complaining about the same. They are Movies Ok, Aaj Tak Tez, E24, Headlines Today and Music India. Dishtv should try to achieve the rights to telecast these channels as well. A La Carte menu of Dishtv is mainly dependent on Word of Mouth and needs a little more attention to advertise about the same through the current marketing channels.

Bibliography
Dish TV. n.d. 29 September 2012 <www.dishtv.in>. Dish TV - A La Carte. n.d. 29 September 2012 <http://www.dishtv.in/a-la-cartepacks.aspx>. Dish TV - Channel Packs. n.d. 29 September 2012 <http://www.dishtv.in/dthchannels-packages.aspx>. Dish Tv's Target Audience. 31 March 2010. 28 September 2012 <http://www.articlesbase.com/television-articles/dish-tv039s-target-audience2077173.html>. Dishtv on Wheels. n.d. 29 September 2012 <http://www.dishtv.in/dishtv-onwheels.aspx>. DTH gathers traction in India, touches 44 million subscribers. 21 February 2012. 1 October 2012 <http://www.imediaconnection.in/article/834/Digital/DTH/dth-gatherstraction-in-india-touches-44-million-subscribers.html>. IMC PROJECT. 18 April 2011. 16 October 2012 <http://www.scribd.com/doc/53231902/IMC-PROJECT>. Tata Sky Economy Pack vs Dishtv Silver Saver Pack vs Reliance Silver Pack. n.d. 3 October 2012 <http://compareindia.in.com/comparison/194362-tata-sky-economypack-vs-195322-dishtv-silver-saver-pack/492>. When he was not the Shahrukh Khan! 23 September 2012. 8 October 2012 <http://abhisays.com/movies/when-he-was-not-the-shahrukh-khan.html>.