Dth Industry Business Success Lies On Customer Satisfaction

Since the launch of DTH service in 2004, the industry has grown by leaps and bounds. DTH operators have been increased to 7, namely, DishTV, DD Direct, Tata Sky, Airtel Digital TV, SunTV, Big TV and Videocon. All brand trying their best to write a success story. But there are various factors that help a service provider in becoming the chosen one by the customer.

Services like, unique local language channels, programmes, live events are crucial in the struggle of survival in DTH market. Packaging and repackage of the existing channels that are not otherwise that easy to access is also an important factor. Long-term rights purchases of sports events have also been proven a benefit. For example, for all the broadcasting rights for cricket that belongs to ESPN has collaboration with Tata Sky for simultaneous live Hindi commentary, available through select language option.

Events like, live Aarti, Satsang, etc. draws a huge audience. Interactive services like, learn English, cooking, games, learning through games, etc are the services that are well taken into account by the customers. Movie channels rates, picture quality and cheaper channel packages, besides, are obvious deciding factors for the sale of a DTH connection.

Above everything, a credible pioneer has a tremendous advantage over others in India. So much so that the first provider may effectively shut out competition. India is one of the world's largest and biggest markets for electronics, with buy's mind set mainly of owning the latest gadgets. DTH might as well have fallen into the category of apparent status symbol in the urban areas. In rural, remote town, with no access to cable television, DTH is attractive.

Beside all those good things DTH is here to offer, customers sometimes have a tough time dealing with the service providers. DTH companies are frequently criticized for installation delays, billing errors and poor customer service. Picture quality and ineffective/delayed response on the complaints add to customer's misery.

Most of these customer grievance rise from the upper hand that service providers enjoy. The fact that the set top box (STB) transmission standards are different for each subscriber and therefore, once bought, switching to another DTH operator only means buying a new STB. But after the success of Mobile Number Portability, TRAI is said to have been working towards to bring Interoperability to DTH Set top Boxes as well. If this happens then people will be able to switch easily and will bring lot of competition to the market, resulting in better standards of customer service and cheaper digital viewing!

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