The dream has come true.The globe is now at the corner of the small village huts. Thanks to DTH(Direct to home).This has been triggered by the rapid penetration of DTH into rural India. If we look into few years back then rural audience were mostly restricted to DD1 or cable operator's service and had to bear the low service quality,monopolistic price and poor customer service. But the advent of DTH has changed the whole thing. DTH players like DD Direct,Dish TV( Zee Group),Tata Sky,Reliance Big TV,Air Tel Digital TV and D2H from Videocon are going at full pace to lure the customer in rural areas. According to survey the market in rural areas will reach 10 million subscribers by 2010 and the players are not leaving any stone unturned to grab the king's share. They are charging minimum price as monthly rental,customizing the channel package, offering movie on demand and various innovative offerings. So rural people are finding it more worthy than the cable operator's offering as service quality is good and no more technical glitches.So if you will visit to a village now-a-days then you will surely notice the increment in number of DTHs than before.DTH antennas are common now on the roof top of houses in most of the villages .The only concern is that most consumers do not have adequate knowledge of the benefits of DTH.So service providers have to use different media including television, print, and outdoor in rural areas of the country to educate consumers so that they can tap more customers using their service.Overall I feel it is a very lucrative field and it has changed the meaning of entertainment for rural people.
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5 comments:
Dear Author,
72% of our population lives in rural areas..../// don't u think this huge market is still untapped ////and some of the rural areas are still struggling with old time radio....... only entering into rural segment wont help out...there has to be a support from our government so that the companies may penetrate fully //what do u have to say about this???????????
Yes my friend i am completely agree with you.Rural people should be educated about the service of DTH by the company only and Govt has its own DTH set up so itis also trying to tap the market.So the battle is already there between public players and pvt players
Mr. Stalin
the article over here really gives a very good insight into the rural penetration of the DTH industry.
although i do have a doubt which i would like you to clear.
what is the income level of the rural population you are talking about in the article?
I have recently come across an article which said that the the disposable income of the rural population belonging to the middle class is same as that of the middle class of the urban areas.
what do you have to say in this regards??
Hi,
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Thanks,
David
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