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ABSTRACTThe television population of India is approx135 million and 80 of this population have access to cable and satellite As per the statistics DTH has a 20 market share with more than 22 million DTH subscribers The subscriber base for DTH has grown very rapidly in past 5 years It can be evident from the fact that Dish TV was the only player in 2005 and now there are over 10 DTH service providers that have commenced their operations in DTH industry The shortcomings of cable operators had led to the creation of immense opportunities for DTH that served as a better alternative to high-end cable networks Some of the major players that have identified the market potential and started their DTH services include Tata Sky joint venture of Tata Star TV Digital TV Bharti Telemedia Dish TV Zee group Reliance Digital TV Anil Dhirubhai Ambani Group and SUN Direct Sun TV1 INTRODUCTION the Indian market Indian small screen programming11 Television in India started off in the early 1980s At that time there was Television in India is a huge industry and has thousands only one national channel Doordarshan which was of programs in all the states of India The small screen government owned The Ramayana and Mahabharata has produced numerous celebrities of their own kind both being Hindu mythological stories based on some even attaining national fame TV soaps are religious scriptures of the same names were the first extremely
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