DTH players were on a dream flight in India so far, but the delay in rollout of Phase II of CAS has dampened expectations. Vareen Gadhoke Ray & Surbhi Chawla discuss the upcoming trends and how DTH players can make them count
Yet, all is certainly not lost. As per projections by MPA, the industry is expected to touch $12.1 billion by 2014 and $18.5 billion by 2020; margins will improve to 15% and 23% over the same period, and EBITDA profits will reach $2.3 billion and $4.4 billion respectively. In terms of volume, broadcasters and LCOs are most likely to lead in the long-term, while LCOs and cable multi-system operators (MSOs) will lead in terms of margins. It's most likely that DTH satellite pay-TV operators will only start posting profits after 2013. Vivek Couto, Executive Director, Media Partners Asia, also cautions, “Cable MSOs probably face the most challenging future, as capital intensity and competitive dynamics are such that the premium placed on funding and execution skills is growing at an alarming rate. Nonetheless, most national MSOs will be able to forge stronger last-mile links with the consumer for the long-term, with positive implications for future funding as well as large-scale deployment of digital pay-TV and broadband.” Furthermore, Indian pay-TV subscribers are expected to grow from 105 million in 2009 to 149 million by 2014 and 173 million by 2020. This means pay-TV penetration will grow from 78% in 2009 to more than 90% over the long term. Cable will retain 70% market share by 2014; falling to 64% by 2020, while DTH will scale up to almost 35% share over the long term. Also, DTH subscriber base is expected to climb from a net installed base of 17 million in 2009 to reach 45 million by 2014, and 58 million by 2020. In all probability, India will be the largest DTH market in the world in terms of subscribers by 2012, overtaking even the US.
The Technology Gimmick
On the question of who will make money, differentiation in services and products would help in 'un'levelling the playing field. The next wave of growth for DTH would undoubtedly be paved by superior technology and advanced features, not to mention high quality content. Even in the developed countries, technological advancement is helping drive the next phase of growth. “As a matter of fact, in UK, almost 60% of all DTH boxes are DVR boxes and the expectation from the Indian market is huge,” shares Alan Dishington, GM, NDS India. The silver lining for the operators is that the digital video recorders (DVR) or the HDTV boxes that are being offered are not massively subsidised. “The launch of Reliance Big TV HD DVR is part of Reliance Big TV's relentless pursuit of quality & profitable growth by blending the best in technology, content experience, reach & service,” says Sanjay Behl, CEO, Reliance Big TV. But this can also become a me-too game in some time.
Yet, all is certainly not lost. As per projections by MPA, the industry is expected to touch $12.1 billion by 2014 and $18.5 billion by 2020; margins will improve to 15% and 23% over the same period, and EBITDA profits will reach $2.3 billion and $4.4 billion respectively. In terms of volume, broadcasters and LCOs are most likely to lead in the long-term, while LCOs and cable multi-system operators (MSOs) will lead in terms of margins. It's most likely that DTH satellite pay-TV operators will only start posting profits after 2013. Vivek Couto, Executive Director, Media Partners Asia, also cautions, “Cable MSOs probably face the most challenging future, as capital intensity and competitive dynamics are such that the premium placed on funding and execution skills is growing at an alarming rate. Nonetheless, most national MSOs will be able to forge stronger last-mile links with the consumer for the long-term, with positive implications for future funding as well as large-scale deployment of digital pay-TV and broadband.” Furthermore, Indian pay-TV subscribers are expected to grow from 105 million in 2009 to 149 million by 2014 and 173 million by 2020. This means pay-TV penetration will grow from 78% in 2009 to more than 90% over the long term. Cable will retain 70% market share by 2014; falling to 64% by 2020, while DTH will scale up to almost 35% share over the long term. Also, DTH subscriber base is expected to climb from a net installed base of 17 million in 2009 to reach 45 million by 2014, and 58 million by 2020. In all probability, India will be the largest DTH market in the world in terms of subscribers by 2012, overtaking even the US.
The Technology Gimmick
On the question of who will make money, differentiation in services and products would help in 'un'levelling the playing field. The next wave of growth for DTH would undoubtedly be paved by superior technology and advanced features, not to mention high quality content. Even in the developed countries, technological advancement is helping drive the next phase of growth. “As a matter of fact, in UK, almost 60% of all DTH boxes are DVR boxes and the expectation from the Indian market is huge,” shares Alan Dishington, GM, NDS India. The silver lining for the operators is that the digital video recorders (DVR) or the HDTV boxes that are being offered are not massively subsidised. “The launch of Reliance Big TV HD DVR is part of Reliance Big TV's relentless pursuit of quality & profitable growth by blending the best in technology, content experience, reach & service,” says Sanjay Behl, CEO, Reliance Big TV. But this can also become a me-too game in some time.
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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Ranked 6th Overall
Zee Business Best B-School Survey 2012
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IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
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IIPM B-School Facebook Page
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