Reliance Digital TV SWOT Analysis, USP & Competitors

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SWOT Analysis of Reliance Digital TV with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Reliance Digital TV

Parent Company

Reliance Group


DTH and Broadcasting


Media and Entertainment

Tagline/ Slogan

If it’s on TV, it’s HD;TV hoToh BIG Ho


Reduce the cost to the consumer by focusing on a market driven by volume



High end commercial users,

Higher-end and lower-end residential users

Target Group

Full market coverage – Cable dry and cable rich regions,

Urbane and middle income regions


India’s largest integrated telecom service provider by notcompromising on the services offered and gettingsubstantial profit margins to sustain its growth.

SWOT Analysis


1. Offers over 250 TV, cinema and audio channels with exclusive English, Hindi and regional languages

2. Digital Picture - Crystal clear picture with MPEG 4 Technology.

Digital Sound - True theatre sound with awesome CD quality
3. Products include standard definition set top boxes, high definition and HD DVR
4.  Introduced 32 Pay-Per-View Movie Channels, highest in DTH industry
5. Features like pure digital viewing experience, easy programming guide, interactive services, flexible channel, parental control, 24x7 Customer Service etc.

6. Brand reputation of Reliance


1. Delay in customer service supportat times is a concern
2. Issues like service interruption, advance balance cut without installation, disconnected network etc.
3. Penetration is not much in rural market
4.Signal quality becomes weak after antenna equipment gets rustedand in adverse weather conditions


1. Deliver more channels, latest blockbuster movies and regional movies for complete entertainment
2.Introduce services like i-Stock, i-News and other such interactive services in the future
3. DTH penetration in both C&S households and DTH households

4. Increase aggregate subscriber base

5. Improvised collection mechanism aiding faster and higher recharges


1. Cable woes such as service breakdowns or channel shifting
2.Price cuts and reduced margins spurred by severe competition
3.Technological changes in set top boxes

4. Limited availability of value added services

5. Seek moderation in multiple taxation regime

6. Churn management and retention costs



1.Airtel digital TV

2.DD Direct+

3.Dish TV

4. Sun Direct

5. Tata SKY

The table above concludes the Reliance Digital TV SWOT analysis along with its marketing and brand parameters.


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