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Pay TV Services in India, 2017

  • ID: 4436855
  • Report
  • Region: India
  • 147 Pages
  • Frost & Sullivan
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Market Heading for a Massive Reshuffle with Digitization and New Mandates to Encourage Subscription to Paid Services


  • 7Star
  • Asianet Cable
  • DEN Networks
  • DishTV
  • Ortel
  • SITI Cable
  • MORE

The Pay TV services market in India is undergoing an overhaul with landmark mandates like digitsation, GST and demonetisation having manifold implications on the services. The herculean task of migrating the leagcy TV viewers in the country to digital and pay TV subscribers will define the future of the television industry. A social revolution in terms of content consumed, willingness to pay for quality content, rising trend of OTT video viewing and demand for unconventional entertainment is shaping the mindset and outlook of the masses in India. The industry is poised to grow emphatically with proliferation of FTA channels, multi-channel distribution platforms and data analytics monitoring consumer choices and preferences.

Pay TV in India is characterized by rise in FTA channels, HD content, digitized households, and changing viewership patterns. TV penetration is 65% currently with 190 million households having at least one TV set. India has about 172 million pay TV subscribers. While digitization has enabled more transparency in the ecosystem, ARPUs in the cable TV services market have not increased significantly. However, cable ARPU is expected to increase over the next 12 months with more digital subscribers by regional MSOs and increased adoption of HD packages. The market participants are confused on the type of value added services that can help them in growing their revenue.

The study encompasses the Pay TV services market with an overview of the DTH market, cable TV value chain, IPTV attempts and evolving developments in the industry. It analyses the growth opportunity of total Pay TV subscribers and segmented growth within DTH and cable services in the light of the digitisation mandate. The regulatory framework governing the tariff on carriage fees and channel pricing and packaging structure for operators and its implications on the industry is studied in the report. Content production, distribution and consumption across genres, languages, regions, socio-economic backgrounds further give insight into the viewership patterns in India. The research forecasts the market with optimistic and conservative scenarios to quantify the market size between 2017 and 2021 and indicate the most lucrative growth opportunities evolving in this period.

Geographic scope: India
Stakeholder scope: MSO, Cable operators, LCO, DTH operators

Key Questions this Study will Answer

  • What is the growth opportunity for Pay TV services in India?
  • Who are the leading MSOs and DTH operators in the market?
  • What is the revenue and subscription growth opportunity for cable and DTH services respectively?
  • What are the major drivers and restraints for the market?
  • How will the digitization mandate, proposed Goods Services Tax (GST) rules, and pay TV tariff order change the market scenario?
  • What are the Average Revenue Per  User (ARPU) levels in India?
Note: Product cover images may vary from those shown
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  • 7Star
  • Asianet Cable
  • DEN Networks
  • DishTV
  • Ortel
  • SITI Cable
  • MORE

1. Executive Summary

  • Key Findings
  • Market Engineering Measurements
  • CEO’s Perspective
  • Trends to Watch

2. Market Overview

  • Research Scope
  • Pay TV Distribution Channel in India
  • Market Classification-Segments Covered in this Study
  • Market Definitions
  • Key Questions This Study Will Answer
  • Market Terminology
  • India Television Market Landscape-Examples
  • Leading Ecosystem Participants
  • Pay TV Penetration Overview
  • Channel Offering-The Rise of FTA

3. Drivers and Restraints-Total Pay TV Services Market

  • Market Drivers
  • Drivers Explained
  • Market Restraints
  • Restraints Explained

4. Forecasts and Trends-Total Pay TV Services Market

  • Forecast Methodology
  • Forecast Assumptions
  • Pay TV Subscription Revenue Forecast
  • Pay TV Subscription Revenue Forecast Discussion
  • Pay TV Subscribers Forecast
  • Pay TV Subscribers Forecast Discussion
  • Average Revenue Per User (ARPU) Forecast

5. Market Share and Competitive Analysis-Total Pay TV Services Market

  • Market Share
  • Competitive Environment
  • Competitive Factors and Assessment

6. Growth Opportunities and Companies to Action

  • Growth Opportunity 1-Broadband Services
  • Growth Opportunity 2-Regional Content Production
  • Growth Opportunity 3-OTT Services
  • Strategic Imperatives for Success and Growth

7. Cable TV Services Market

  • Digitization of Cable TV in India
  • Digitization Stages and Analog Switch-off Status
  • Value Proposition of Digitization
  • Challenges of DAS Implementation
  • Cable Broadband Services
  • Drivers
  • Restraints
  • Cable TV Penetration
  • Cable TV Subscription Revenue Forecast
  • Cable TV Subscription Revenue Forecast Discussion
  • Cable Analog TV Subscriber Forecast
  • Cable Analog TV Subscriber Forecast Discussion
  • Cable Digital TV Subscriber Forecast
  • Cable TV ARPU Forecast
  • Cable TV ARPU Forecast Discussion
  • Cable TV-Market Share

8. Satellite or DTH (Direct-to-home) Services

  • Channels and Packages
  • Growth of DTH Subscribers
  • DTH vs Cable
  • Roadmap for the DTH Market
  • Drivers
  • Restraints
  • DTH Penetration
  • DTH Subscription Revenue Forecast
  • DTH Subscription Revenue Forecast Discussion
  • DTH Subscriber Forecast
  • DTH Subscriber Forecast Discussion
  • DTH ARPU Forecast
  • DTH ARPU Forecast Discussion
  • DTH Market Share

9. IPTV Services Market

  • Market Scenario
  • Attempted Ventures
  • Other Companies
  • Why did IPTV Fail to Take Off in India?

10. Regulations and Policies

  • Regulatory Bodies
  • Cable Television Network Rules, 1994
  • TRAI
  • TRAI DAS Regulations
  • Reference Interconnection Offer (RIO)
  • Telecommunication (Broadcasting and Cable) Services (Addressable Systems) Interconnection Regulations, 2017
  • STAR- TRAI Stand-off on RIO
  • Telecommunication (Broadcasting and Cable Services) (Eighth) (Addressable Systems) Tariff Order, 2017
  • Carriage Fees
  • License Fees
  • TACTV DAS License-Legal Battle
  • GST and its Impacts

11. New Developments

  • Consolidation and Acquisitions
  • Data Analytics
  • Rise of the Smart TV
  • HD Adoption
  • Hybrid STB-Make Your Dumb TV Smart!
  • Value Chain of Hybrid STB Services
  • Smart TV vs Hybrid TV
  • Tata Sky Transfer STB
  • Videocon d2h HD Smart Connect STB
  • Airtel Internet TV
  • Digital Terrestrial TV (DTT)

12. Technology Trends

  • Optic Fiber Cable
  • Current OFC Deployments
  • OFC for Broadband Services
  • Targeted Advertising
  • Multi-screen TV

13. The Last Word

  • The Last Word-3 Predictions
  • Legal Disclaimer

14. Appendix

  • Market Engineering Methodology
  • Additional Sources of Information on Pay TV Market in India
  • List of Exhibits
  • Acknowledgements

15. MSO Company Profiles

  • Hathway Cable and Datacom Limited
  • Latest Developments at Hathway
  • Ortel Communications (Ortel)
  • Key Metrics-Ortel
  • DEN Networks
  • Key Metrics-DEN Networks
  • SITI Cable

16. DTH Company Profiles

  • Tata Sky
  • Airtel Digital TV
  • Videocon d2h
  • Dish TV
  • Sun Direct
  • Reliance Digital TV
  • DD Freedish
Note: Product cover images may vary from those shown
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4 of 3
  • 7Star
  • Airtel Digital
  • Asianet Cable
  • DD Freedish
  • DEN Networks
  • Digicable
  • DishTV
  • Hathway
  • Ortel
  • Reliance Big TV
  • SITI Cable
  • Sun Direct
  • Tata Sky
  • Videocon
Note: Product cover images may vary from those shown
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