DD Direct Plus SWOT Analysis, USP & Competitors

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SWOT Analysis of DD Direct Plus with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

DD Direct Plus

Parent Company



Free-to-air digital satellite television


Media and broadcasting

Tagline/ Slogan

India’s only free DTH service


Free to air channels



Segmenting based on type of cable services

Target Group

Segments In set top boxes


Free channels in set top boxes

SWOT Analysis


1. The Doordarshan brand name
2. Free channels provided by the govt

3. Being a govt backed venture it has tremendous reach and potential

4. The legacy of Doordarshan still impacts the semi-urban rural parts of India


1. Less variety of channels and lesser innovation compared to private players

2. Govt intervention often bogs down the possibility of innovating and expansion


1. As number, if set top boxes are increasing the channels can be viewed more

2. Increasing penetration of DTH services

3. Per capita purchasing power of the people are rising


1. New entrants in free channels which are given in free of cost

2. Better branding and marketing of some other private players

3. Change of govt policies and broadcasting regulations would affect



1. Tata Sky

2. Dish TV

3. Reliance Digital TV

4. Airtel Digital TV

The table above concludes the DD Direct Plus SWOT analysis along with its marketing and brand parameters.


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