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Satellite Television Industry in India
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PDF versionIn a virgin market, brand essence carries minimal value as opposed to product attribute as the brand essence may only becomes useful in places where competition is obvious. But TATA Sky appears to put the brand essence first than the product attribute.
It appears to me that India already has a few prevailing companies offering Satellite services namely Transnational Satellite Broadcasting since 1991 through 1000s of small unregulated localized vendors in addition to Dish TV (though a DTH, Direct to Home service). These unregulated vendors cover majority of Indian Sat TV customers posing a rocksolid competition to TATA Sky. Therefore, in my opinion, this is why they decided to stress on brand essence that the product attributes.
But TATA Sky as their approach to this industry appears to me to be the first of it’s kind as a centralized service provider. Probably TATA Sky perceived this market in a way I mentioned above.
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