The DTH market in India has emerged as one of the most lucrative markets which have successfully resisted the impacts of the current economic slowdown. The slowdown has certainly proved a boon for the Indian DTH industry as people have now started to cut on their entertainment expenditure and instead of viewing movies at theatres, they are preferring to stay at home with their television sets. The industry is anticipated to add nearly 5 Lakh subscribers per month during 2009 and the numbers are forecasted to surge further at a CAGR of around 30 per cent through 2012, according to the RNCOS report, “Indian DTH Market Forecast to 2012”.
The report attributes the anticipated growth to the efforts of DTH industry players who are all trying to lure viewers by cutting down prices as well as offering perks even though it translates into loss of Rs 1,600-2,000 on each new subscriber acquired by them.
“With over 130 Million TV homes, India offers large room for growth in DTH services as the technology can be used to offer DTH services in remote location, where setting up of cable networks seems impossible, or is highly expensive”, says a Sr. analyst at RNCOS. It is forecasted that DTH will capture over 21 per cent of TV homes in India by 2012, up from around 10 per cent now.