Tata Sky and Dish TV have emerged as the most preferred direct-to-home (DTH) brands in the run-up to the first phase of compulsory digitisation in the top four metros, according to a latest report by market research firm GfK.
The study that measured brand impression and perception about DTH players over several parameters found that "top of the mind" brand awareness for Tata Sky was 38%, followed by Dish TV and Sun Direct at 24 % and 16% respectively, over the July-September period of this calendar year.
"The latest trends indicate that quality of service and consumer satisfaction will determine the fate of players in this industry," said Vishikh Talwar, member management board, GfK India.
While Tata Sky has around 10 million subscribers, Dish TV continues to be the DTH market leader with over 14 million subscribers.
The compulsory digitisation drive of cable TV signals in the four metros - Delhi, Mumbai, Chennai and Kolkata - has seen a scramble to add new subscribers by DTH players, who are banking on value-added services to win over the consumer.
"Instead of simply selling (set-top) boxes we are in the business of selling services that add value to the experience of television viewing," said Vikram Mehra, chief marketing officer Tata Sky.
{{/usCountry}}"Instead of simply selling (set-top) boxes we are in the business of selling services that add value to the experience of television viewing," said Vikram Mehra, chief marketing officer Tata Sky.
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