How Technology is Making a Difference in Rural India?

Technology has helped us connect to the remotest parts of the Earth. It is almost unbelievable that we can watch an underwater ocean documentary sitting in tropical lands. Even though as a country, India has seen incredible progress in technological innovation, there is a lot more to accomplish. 

Many rural areas in India have no electricity or internet connection. Soon after India permitted to start DTH network, many major players are often targeting the Tier II and Tier III cities. If you live in Tier II or Tier III cities consider Dish TV, the best DTH services in India. Consider the key factors that are contributing to a shift towards DTH connection as compared to a cable connection: 

More Regional Channels for a Greater Rural Audience

Tata Sky shifted its strategy to focus on the rural markets, instead of capturing a larger urban audience. Tata Sky's Active English service is promoted to make it available for people in rural areas of India. These kinds of campaigns are beneficial and promote education through various mediums. 

Expanding to Tier II & Tier III Cities

For the last few years, all the DTH operators in India have been aggressively marketing their products in non-metro cities. Of the total 134 million TV households in the country, 50% are in the rural areas, as per the figures released by television audience measurement agency TAM Media Research. Also, 30% of the 70 million TV households in rural India do not have access to cable and satellite TV. This data further revealed that the market for digital TV is bigger in rural areas and is growing at a much higher rate than in urban areas. 

Dish TV India penetrated the rural market early on. It set up a distribution network in small towns and cities to capture the regional market. Among the various packages and recharge options, It began in the year 2000 when the government approved DTH services in the country. The cost of a DTH license was $2.14 million and the operator also had to pay 10% of its gross revenue as an annual license fee to the government. 

Currently, there are six players in the market with a combined subscriber base of around 20 million and nearly 1 million new subscribers signing up every month. Besides Dish TV, Tata Sky, Airtel Digital TV, there’s Sun Direct, which has primarily concentrated on the DTH market in the south. Interestingly, all of them have a broadcasting/entertainment business or a telecom company, the benefits of which are being leveraged to the maximum.

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Created on Aug 20th 2020 01:20. Viewed 241 times.

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