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Table of Contents Chapter 1: Introduction Den Cable Network, Marketing Table of Contents Chapter 1: Introduction......................................................................................................2 Overview of industry as a whole.............................................................................3 SWOT analysis of the organization........................................................................14 Competition information............................................................................................21 Chapter 2: Literature Review............................................................................................25 Chapter 3: Research Methodology......................................................................................29 Advantages........................................................................................................... 43 Disadvantages.......................................................................................................43 Design...................................................................................................................45 Advantages........................................................................................................... 45 • Disadvantages................................................................................................45 1. Goal or Aim of the Research....................................................................................46 2. Usage................................................................................................................ 46 3. Data Gathering Instrument......................................................................................47 4. Type of Data....................................................................................................... 47 5. Approach...........................................................................................................47 Chapter 4: Research Findings & Analysis.............................................................................54 Chapter 5: Conclusion and Suggestions...............................................................................65 References................................................................................................................... 66 Page 1 Den Cable Network, Marketing Chapter 1: Introduction Page 2 Den Cable Network, Marketing Overview of industry as a whole DEN Networks Limited is India’s largest cable TV distribution company, founded and promoted by Industry veteran Sameer Manchanda. DEN serves an estimated 11 million subscribers in over 115 cities across 13 major Indian states. DEN serves the majority of cable TV subscribers in Delhi, Uttar Pradesh and Karnataka and has a large presence in Maharashtra, Gujarat, Rajasthan, Madhya Pradesh, Haryana, Uttarakhand and Kerala. DEN continues to expand its presence in India and has entered important cities and towns in West Bengal, Jharkhand and Bihar. DEN has partnered with the Star, Zee and Turner groups in the Media Pro Joint venture. Media Pro is India’s leading content aggregation and distribution Company offering over 70 leading pay TV channels including all Star, Zee, Turner and NDTV channels. DEN Networks Limited is India's leading cable TV distribution company that claims to be reaching an estimated 13 million households across key states and cities of India by providing its Cable TV signals to Last Mile Operators, Distributors and numerous JV partners. DEN is present in 13 key states across India including Delhi, Uttar Pradesh, Karnataka, Maharashtra, Gujarat, Rajasthan, Haryana, Kerala, West Bengal, Jharkhand and Bihar. The company has a leading presence in the economically important Hindi Speaking Markets (HSM) belt and a dominant market share in its major cities of operation. The company has been one of the frontrunners in the digitization process and has over 5 million digital cable subscribers. DEN has strong presnt's in the financial capital of INDIA with its JV partner "DEN SATELLITE" in Mumbai & its suburbar city of Thane, Bhiwandi, Kalyan-Dombivali, Navi Mumbai & other parts of Greater Mumbai. DEN also has a 50-50 joint venture with Star TV group called Star DEN which is the exclusive distributor of over 25 leading channels in India. DEN's digital cable offering, with its full feature user interface and a portfolio of cutting edge value added services is widely regarded as India's best. DEN's digital cable offering includes over 180 leading channels, a multi-genre digital music service,blog.Telly (India's first micro blogging service on TV), and interactive games. It also offers internet services in few cities in India. Den Networks Ltd is one of the largest national cable television companies in India. The company is engaged in distribution of television channels through analog and digital cable Page 3 Den Cable Network, Marketing distribution network and provision of internet services. They are providing cable television services in the National Capital Region of Delhi and the states of Uttar Pradesh, Rajasthan, Maharashtra, Gujarat, Karnataka, Haryana, Madhya Pradesh and Kerala. The company's digital cable offering, with their feature-rich user interface and a portfolio of cutting edge value added services is widely regarded as India's best. Their digital cable offering includes over 180 leading channels, a multi-genre digital music service, blog.Telly (India's first micro blogging service on TV) and interactive games. The company operates between one and three own brand television channels from each of their head-ends, which are telecast exclusively on their cable distribution network. These channels primarily telecast films, music, devotional programmer or local events and news. They have the rights to telecast more than 4,000 films on their network. They have obtained an all-India ISP license and have commenced a limited roll out of broadband internet services in select areas. DEN Networks Ltd was incorporated on July 10, 2007 as a private limited company with the name DEN Digital Entertainment Networks Pvt Ltd to engage in cable television distribution, broadband internet and other related business. In less than three years of operations, the company crossed the landmark on approximately 11 million subscribers. Through aggressive acquisition, it has emerged as the larges national level MSO (Multi System Operator) in India. In October 12, 2007, the company entered into a partnership with Priya Mukherjee through a partnership deed for establishing Creative Cable Network. In January 14, 2008, the company entered into a joint venture agreement with Star India Pvt Ltd and formed a 50:50 joint venture company, STAR-DEN, to operate a television channel distribution business in India, Nepal and Bhutan. In February 2008, the company launched their digital cable television services under the brand, digitally. They also obtained a non-exclusive license from the DoT to set up and operate internet services all over India. In March 2008, they imported fist set of set top boxes. In April, 15, 2008, the company was converted into public limited company and the name was changed to DEN Digital Entertainment Networks Ltd. In June 27, 2008, the name of the company was changed from DEN Digital Entertainment Networks Ltd to DEN Networks Ltd. In August 2008, the company obtained a license to operate the conditional access system in Delhi and Mumbai. During the year 2009-10, the company issued and allotted 18,567,240 equity shares of face value of Rs 10 each, pursuant to the Initial Public Offer (IPO), which were admitted for listing and trading on Bombay Stock Exchange (BSE) and National Stock Exchange (NSE) with effect from November 24, 2009. During the year, the company expanded their Page 4 Den Cable Network, Marketing analogue cable services to 84 cities and digital cable services to a majority of cities where it present and plans to roll out digital cable television in all of the remaining cities of its operations across the country. They acquired majority stake in the business of 76 MSOs and took their affiliates count to 83. The company was awarded 'The Best Indian Cable TV MSO' at the Indian Telly Awards Function held by Indiantelevision.com in June 2010. They have also featured in the Business Standard BS 1000 annual ranking of Indian companies in February 2010 and were ranked among the Top 500 companies by revenues. In October 2010, the company through their subsidiary, IME Networks Pvt Ltd, entered into a 75-25 joint venture with BFTV, Broadcasters of the Baby First Channel, a leading international television channel for babies, toddlers and parents. The joint venture will house all rights for Baby First's businesses in India and other select territories, including the distribution of the channel and related businesses. The company intends to acquire majority stakes in established MSOs in order to consolidate their position in the states in which they already have a presence and to expand into other Indian states that have significant market potential for increased digital cable penetration and high revenue growth. Profile of the company (History, Vision, Mission, Objectives, Functions etc) Status of the company in general: ACTIVE Name of the company: TECHNOBILE SYSTEMS PRIVATE LIMITED India company code: U72100HR2011PTC042569 Physical addresses: 1. 421, Udyog Vihar, Phase IV, Gurgaon, Haryana Directors / owners: 2. MAYANK JAIN 3. DEEPTESH CHANDRA Date of registration: 2011-03-30 Type of the company: Company limited
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