TV as the digital gateway: India’s telcos enter the market
India’s TV market is changing fast as new players and new technologies come on board. Direct-to-home (DTH) companies were the first to stake a claim and are aggressively building on their early success. In 2009 we have seen telcos (fixed and mobile) enter the fray. Low PC and fixed-line penetration combined with sluggish fixed broadband growth means the TV is becoming the main digital gateway into Indian homes, with suppliers developing interactive and T-commerce services on top. Mobile operators Bharti and Radiance are combining both DTH and IPTV platforms for their digital TV rollout, giving them a significant scale advantage over BSNL and MTNL. Their strong execution abilities and stronger mobile presence means they will leverage this advantage quickly.
EXECUTIVE SUMMARY
IN A NUTSHELL
OVUM VIEW
KEY FINDINGS
TV AS MULTIMEDIA GATEWAY: A PRIME OPPORTUNITY
GROWTH SCORECARD: TV AND MOBILE = GOOD; BROADBAND AND PC = COULD DO BETTER
DIGITAL CABLE: SIGNIFICANT OPPORTUNITIES BUT GROWTH WILL BE SLOWER
BSNL AND MTNL: CATCHING UP WITH DTH WILL BE A MARATHON, NOT A SPRINT
BHARTI AND RELIANCE: FIRST-MOVER TRIPLE-PLAY ADVANTAGE
A PURE-PLAY IPTV STRATEGY FACES UNFAVOURABLE ODDS
INDIA’S TV AND BROADBAND MARKET LANDSCAPE
TV MARKET OVERVIEW
CABLE: COMPLEXITY AND FRAGMENTATION HOLDING BACK DEVELOPMENT
TERRESTRIAL TV: A LAST MOVER
CHANGES TO TV REGULATION
A BETTER DEAL FOR CONSUMERS
2008: A WATERSHED YEAR FOR IPTV
BROADBAND: MORE WIRELESS THAN WIRED
TV GROWTH PROVES RESILIENT AS DTH DRIVES THE MARKET
MARKET DEVELOPMENT
TV AND MOBILE’S MASS-MARKET APPEAL
USING TV AS A DIGITAL GATEWAY
EARLY DAYS FOR IPTV
IPTV PLAYERS: COMPETING ON INTERACTIVITY
DTH PLAYERS ARE MOVING AHEAD WITH THEIR OWN SERVICES
IPTV PRICING: NO LAND-GRAB, BUT MATCHING THE MARKET
PRICING HAS STABILISED BUT IPTV PLAYERS MUST MATCH THE MARKET
SMART MOBILE: PLATFORM-AGNOSTIC
IN A NUTSHELL
OVUM VIEW
KEY FINDINGS
TV AS MULTIMEDIA GATEWAY: A PRIME OPPORTUNITY
GROWTH SCORECARD: TV AND MOBILE = GOOD; BROADBAND AND PC = COULD DO BETTER
DIGITAL CABLE: SIGNIFICANT OPPORTUNITIES BUT GROWTH WILL BE SLOWER
BSNL AND MTNL: CATCHING UP WITH DTH WILL BE A MARATHON, NOT A SPRINT
BHARTI AND RELIANCE: FIRST-MOVER TRIPLE-PLAY ADVANTAGE
A PURE-PLAY IPTV STRATEGY FACES UNFAVOURABLE ODDS
INDIA’S TV AND BROADBAND MARKET LANDSCAPE
TV MARKET OVERVIEW
CABLE: COMPLEXITY AND FRAGMENTATION HOLDING BACK DEVELOPMENT
TERRESTRIAL TV: A LAST MOVER
CHANGES TO TV REGULATION
A BETTER DEAL FOR CONSUMERS
2008: A WATERSHED YEAR FOR IPTV
BROADBAND: MORE WIRELESS THAN WIRED
TV GROWTH PROVES RESILIENT AS DTH DRIVES THE MARKET
MARKET DEVELOPMENT
TV AND MOBILE’S MASS-MARKET APPEAL
USING TV AS A DIGITAL GATEWAY
EARLY DAYS FOR IPTV
IPTV PLAYERS: COMPETING ON INTERACTIVITY
DTH PLAYERS ARE MOVING AHEAD WITH THEIR OWN SERVICES
IPTV PRICING: NO LAND-GRAB, BUT MATCHING THE MARKET
PRICING HAS STABILISED BUT IPTV PLAYERS MUST MATCH THE MARKET
SMART MOBILE: PLATFORM-AGNOSTIC
LIST OF TABLES
Table 1: Dish TV: subscriber growth and market share, 2007–09
Table 2: Sales of consumer desktops and notebooks 2007–09
Table 3: Example pricing from DTH/CATV/IPTV providers, September 2009
Table 1: Dish TV: subscriber growth and market share, 2007–09
Table 2: Sales of consumer desktops and notebooks 2007–09
Table 3: Example pricing from DTH/CATV/IPTV providers, September 2009
LIST OF FIGURES
Figure 1: Key telecoms and TV indicators (000s), 1Q09
Figure 2: Broadband connections forecast (000s), 2010–14
Figure 3: Key DTH players, subscribers (000s) and market share, July 2009
Figure 1: Key telecoms and TV indicators (000s), 1Q09
Figure 2: Broadband connections forecast (000s), 2010–14
Figure 3: Key DTH players, subscribers (000s) and market share, July 2009
