Top Story


Home >> International >> Article

STAR to gain most from DTH services: Study

Font Size   16
STAR to gain most from DTH services: Study

According to a study done by Goldman Sachs and Kotak Securities, Star could be the major gainer in direct-to-home (DTH) services in the country. According to the study, the driving force would be sports channels like ESPN and STAR Sports.

The study also points out that a channel could choose to be exclusively on the DTH platform and ignore the cable route, if revenue were sufficiently attractive.

The survey has estimated that STAR Sports and ESPN could easily receive Rs 25 per subscriber per month each from premium subscribers given their dominance over cricket rights till 2005 year end.

According to the study, by putting channels like STAR Sports and ESPN exclusively to DTH would translate into revenue of Rs 300 crore per annum, which is higher than the current turnover of Rs 150 crore and advertisement revenue of Rs 100 crore.

The Study also points out that cable and DTH can co-exist in India and the country has a huge population and large area.

According to the study, it will not be cost effective for modern, upgrade cable systems to pass all homes, the direct-to-home services may find its existence very easy.

The study also points out that since beyond a certain number of subscribers, floating costs, rather than fixed costs, become paramount for both cable and DTH operators, both will coexist.


Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO