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Until a few decades ago, Doordarshan was the only free DTH (Direct-To-Home) service provider on Indian TV market. With the advent of cable TV, India witnessed a revolution in the entertainment segment. Viewers then had the option to pay for a cable connection in order to view different channels. However, though they were able to watch more channels, the quality of reception for some channels was very poor. Over the past few years, Direct-To-Home or DTH service has allowed the viewers to have access to more television channels without having to put up with poor reception. DTH has been able to attract millions of viewers with its promise of offering viewers an enriching audio-visual experience. The Indian TV market has witnessed a tremendous growth with the introduction of DTH in the market and its ever-increasing popularity. New Indian TV channels and serials are being launched regularly, and each of these channels tries to attract a significant number of potential viewers. At present, there are about 5 DTH service providers, and many more are joining this race. Though there are millions of DTH subscribers in India, there is always room for more, and the aggressive pace at which DTH companies are expanding operations also indicates a prosperous future for the Indian TV market. Many media groups have already forecasted this growth, and are therefore launching new channels. The recent economic recession did affect the Indian TV market, which was not able to get advertisers back then. However, new channels are being launched currently, given the turnaround in India’s promising economy. New launches give rise to increased advertising revenues, which in turn prove beneficial for the Indian TV market. Indian TV viewers can watch their favorite shows online. The different online Indian TV providers make it possible for Indians to subscribe to the channels of their choice. This makes it convenient for them to catch up on the latest episodes even in countries where the channel is not available. Indian TV channels are not only popular in the country, but are enjoyed all over the world. Many NRIs still like to have access to Indian channels, and this allows Indian broadcasters to make their presence felt online too. It is estimated that by 2015, the Indian TV market would be one of the most promising in the world, and that its revenues would exceed those of the Japanese TV industry. It has also been touted that the introduction of DTH in India will make the Indian TV market stronger than that of the US by 2012. DTH also makes it convenient for Indian viewers to choose packages and only pay for the channels they want to watch. This is favored by many Indians, and is the main reason why so many in India are opting for DTH services. Viewers also have the option to pause a running program, download it, or view it at a later date. These features, which are similar to DTH service features, have encouraged many NRIs to subscribe to online Indian TV providers and watch their favorite channels from home or from other locations as well.
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