Defying logic, 70% of DTH connections in India are from rural and small towns (population under a million), as per a report by a marketing research firm (Francis Kanoi).
Dish TV and DD’s Direct Plus DTH service are the market leaders in Rural India, while Tata Sky, Dish TV and Sun Direct DTH services are the preferred brands in top metros.
The report does questions hypothesis over DTH subscribers’ TG and premium channels who are charging higher spot-rates owing to the stated subscriber base.
Of course, part of this lopsidedness arises from the fact that penetration of cable is high in Urban India, and rural is still an unserved market.
- Out of 13.2 million DTH subscribers, over seven million DTH subscribers are from rural markets alone.
- Maharashtra, Goa, Punjab, Uttar Pradesh, and Rajasthan are the leaders in DTH subscription, contributing over 6.4 million DTH connections or 48 per cent to the overall DTH subscriber base
- North India and Western India together contribute over 8.4 million DTH subscribers, while the southern market contributes 3.2 million
- 126 million cable homes in the country, of which 50 per cent are based in rural India. [source]
What’s your take on this data?
Certainly defies logic specially considering the cost + reach of cable currently – “[...] 126 million cable homes in the country, of which 50 per cent are based in rural India”.
Think the rural folks have more time than the urban people so for the DTH folks an ideal customer base.
this clearly shows that the DTH operators need to take a relook at the channel packs they offer.
In Karnataka, It’s utter foolish if they offer a dozen hindi channels while offering only couple of Kannada channels. As Hindi is hardly spoken or understood in Karnataka, it makes perfect business sense if they pack all kannada channels in one channel pack, thus helping themselves to penetrate more into the market.
In Karnataka, It’s utter foolish if they offer a dozen hindi channels while offering only couple of Kannada channels.
Yeah right. also these service providors are duping the entire Karanataka with their gimmicks. they should either provide all Kananda channels or perish. period.
@ Shekhar and Vasant,
Once a professor at IIT asked What kind of people don’t learn their national language? Stupids, Anti-nationals or Kannads
The choice is yours !
Jigish, you have got to be a Delhite or a Gujju!
dont think this defy’s any logic. Infact logic would state that DTH would sell more in Rural India. To make it simple, lets understand that in rural India the reach of cabled wire connection is a major cost + logistically not so feasible add to that the fact that wired connections get cut/stolen/multi connections are illegally created etc. Considering all these issues it is ut obvious that Rural India would have and actually have opted for DTH.